Starday Foods is building the next great CPG conglomerate, using data science to predict product-market fit and create food brands.
Through testing, insights, and machine learning models, they track shifts in consumer behaviors to detect pent-up demand and build brands and products that meet consumers' needs. By leveraging SaaS best practices, data and software are used to drive efficiency, repeatability, and scale that competes with legacy incumbents.
Starday was an OG Verbatim client that we helped build specific, venture-focused content aimed at awareness and credibility in investor circles to help raise funds. We sat down with Chaz Flexman, Starday CEO and co-founder, to get the rundown on:
- How content lays the foundation for better conversations
- Why Starday specifically targeted an audience of investors
- Finding the right content partner to craft the Starday narrative
“Content provides a base for multiple conversations; you can internally apply it to ramp up your team and externally apply it when fundraising and hiring.”
Why Starday Built Content Aimed at Investors
Long-form content dispelled the confusion around Starday’s purpose.
Starday’s initial content use case was as a jumping-off point for pitching to investors, who were then teed up to understand that Starday isn’t just another DTC food business.
To be clear, Starday is anything but run of the mill – it’s a software business disguised as a bunch of food brands that are sold omni channel.
Content was vital in building the initial awareness of that fact.
The initial push for investor-focused content came from existing investor and board observer Will Quist at Slow Ventures. His content emphasis for Starday was based on the idea of consensus and nonconsensus bets.
(For example, a PM at Stripe leaving to start a FinTech company is a consensus bet.)
As VC has generally doubled down on consensus bets, there are more and more reasons for companies to show how they fit into a mental framework that people already understand.
People always assumed Starday was a food and beverage company when it’s really a data science and software company in the food industry. Chaz was sick of trying to define his brand’s actual niche to every new person he met. He needed to get Starday’s story out there.
Will’s suggestion helped Chaz see that long-form content was the best way to accomplish this.
“Whether it's through partner meetings or investor pitches, developing a series of logical steps showing the opportunities around what you're doing is the goal.”