In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Daniel Faierman, Partner at Habitat Partners, an early-stage venture firm spun out of the renowned creative agency Red Antler. With experience at major CPG companies such as PepsiCo, Danone, and AB InBev, Daniel brings a well-rounded perspective on brand building, strategic investment, and evaluating emerging consumer brands.

They explore what Habitat Partners looks for in early-stage investments, with a focus on strong gross margins, capital efficiency, and early signs of product-market fit. Daniel shares how brands can succeed in pre-launch or seed rounds, the metrics that matter most — including velocities and marketing efficiency — and the importance of building a credible online presence even for retail-focused companies.

He also offers candid advice on what not to do when pitching investors, outlines common valuation benchmarks, and highlights specific whitespace opportunities he’s actively looking to fund.

If you’re a founder preparing to raise capital or simply seeking to better understand the CPG investment landscape, this episode delivers strategic insights and actionable guidance from a seasoned investor. Listen now!

Listen in as they share about:

• Who Is Daniel Faierman and What Is Habitat Partners? 
• Key KPIs They Evaluate 
• DTC vs Retail Channel Strategy 
• Fundraising Mistakes to Avoid 
• Valuation Guidance 
• White Space Opportunity They’re Seeking 
• What Founders Should Ask Habitat 
• Other Early-Stage CPG Funds Mentioned 

Episode Links:
Website: https://www.habitatpartners.co/
LinkedIn: https://www.linkedin.com/in/daniel-faierman/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics