Benchmark vc8/3/2023 ![]() Nicholas also said he doubted fancy websites and social-media rants made a difference to limited partners (LPs), which are the wealthy endowments and family offices that invest in venture funds. Its strategy is reflected in its approach to marketing." ![]() "Being contrarian is differentiation: That is Benchmark's reputation. "Benchmark focuses on what it does well - investing in breakthrough startups - and that doesn't involve much by way of blog posts, podcasts, or tweetstorms. "You don't need to market if you have a great reputation," he said. "VC firms are far more image-conscious than they used to be," Tom Nicholas, a Harvard Business School professor who published a 400-page history of venture capital, said.īut it's unclear how much that pays off for venture capitalists, said Nicholas, who added that Benchmark was doing just fine staying out of the spotlight. But they are very much the exception, with most venture-capital firms these days marketing themselves as if they are consumer brands - with slick websites, constant social-media posts, and a slew of in-house events. Lesser-known firms, such as Anthos, have adapted a similarly spartan approach. Unsurprisingly, Benchmark declined to discuss its approach, but its partner Matt Cohler said in 2012 that the firm scrapped most of its website because it wanted the focus to be on its founders. Want to know about Benchmark's partners or their investing strategies? You won't find that on the firm's website, which contains fewer characters - 156 - than most tweets and is limited to the most cursory information: the address of the firm's offices and a link spitting you out to a Twitter list of portfolio companies. ![]() But that's not the case for Benchmark, the legendary venture-capital firm that made early bets on Instagram, Facebook, and eBay. A public presence won't bring in LPs, but it can reduce repetitive questions and attract founders.Įveryone has at least a reasonably comprehensive website these days - it is 2021 after all.But Benchmark barely has a website, which reflects its contrarian image and focus on founders.VCs have become more image-conscious with slick websites, constant social media, and endless events.Account icon An icon in the shape of a person's head and shoulders.
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