Two to Twenty Podcast

Katie Vander Ark talks with Sara Brooks, founder of Goldilocks and Plainspeak, about how she went from media and PR into CPG, why positioning matters so much in consumer brands, and what it looks like to launch a product for women in midlife. They also dig into angel investing, what Sara has learned from operating, advising, and investing, and why staying close to real consumers still beats chasing trends.

Key topics
- In this episode, Sara shares how she started in media and television at MTV and E! News before moving into PR for consumer products.
- She explains why beauty and CPG PR felt like a natural fit once she realized the core job was translating a brand story to the consumer.
- Sara breaks down how she helped build Covet into one of the first agencies focused specifically on better-for-you CPG brands.
- She talks about the acquisition of Covet in 2020 and what she learned working inside a private equity-backed business.
- In this episode, she introduces Goldilocks, a CPG strategy shop she runs with Heather McNeil and Rachel, focused on positioning, go-to-market planning, and integrated marketing.
- Sara explains why so many brands struggle without clear positioning and why the “middle spot” is often the real secret sauce.
- She shares the origin of Plainspeak, which came from conversations with women in midlife who were confused by supplement trends and wanted products that actually made sense.
- Sara and Katie discuss how Plainspeak is designed for “a grown woman,” not as a generic supplement brand, with Strengthwater as the first product.
- In this episode, Sara shares why Plainspeak is using organic growth, word of mouth, and direct consumer feedback instead of paid media.
- She talks through her approach to angel investing, including investing through subject matter expertise, SPVs, and strategic relationships.
- Sara offers advice for founders on fundraising, networking, and why she believes human connection still matters more than over-reliance on AI.
- She and Katie close by discussing how operating experience makes her a sharper investor and advisor.

Timestamps
(00:00) Sara’s background and introduction to Goldilocks and PlainSpeak
(01:11) From MTV and E! News to PR for consumer brands
(03:24) Why she left Covet and what came next
(06:18) Discovering the better-for-you CPG space through Suja
(09:13) Selling Covet and learning from private equity
(10:54) What Goldilocks does and who it serves
(13:04) Why Plainspeak was born from midlife group chat conversations
(14:47) Plainspeak product development, and the midlife woman thesis
(15:13) Beta launch, sampling, and why women are the best messengers
(16:58) Why Plainspeak leans into organic growth and real consumer language
(20:10) How Sara got into angel investing
(24:46) Advice for first-time founders trying to attract angels
(26:38) Why Goldilocks and Plainspeak strengthen each other
(27:36) Testing product-market fit before commercialization
(28:08) Raising a pre-seed round and choosing patient capital
(31:42) Why Sara always takes the call
(33:17) Staying human in an AI-heavy brand-building world
(35:08) Where to find Sara, Goldilocks, and Plainspeak

In this episode, Amber Illig and Rachel Tsui of the Council share insights on angel investing, building in public, and supporting first-time founders, emphasizing the importance of community, industry focus, and strategic preparation.

Main Topics
- Angel investing community and deal sourcing
- Building in public and social media impact
- Supporting first-time founders and diversity
- Legal tools and resources for startups
- Fundraising strategies and founder advice

Timestamps
00:00 — Introduction to Amber and Rachel of the Council
00:25 — Backgrounds of Amber Illig and Rachel Tsui
00:41 — The Council’s Focus on First Builders
03:57 — Difference Between the Council Fund and Angels
07:08 — Industries and Gender in Investment Focus
09:08 — Most Upvoted Deals and Deal Flow
11:10 — Personal Experiences with Angel Investments
13:06 — Advice for First-Time Founders Approaching Angels
15:30 — Importance of Demo and Traction in Fundraising
18:31 — Building in Public and Social Media Strategies
23:08 — Community Building and Sourcing Deals
32:04 — Tools and Resources for Founders and Investors
28:00 — Differences in Work Structure Between Operator and VC
32:04 — Tools for Managing Small Teams and Deal Flow
36:49 — Legal Support Tools and Resources
40:27 — Gender Diversity in Venture Capital
41:22 — Increasing Female Representation in Funding
49:48 — Final Tips for Founders and Investors

Connect with The Council

- The Council - https://www.thecouncil.co/ — Learn about the firm and its investment focus.
- The Council Angels - https://www.thecouncil.co/angels — Explore the angel community and apply.
- Pitch The Council - https://www.thecouncil.co/pitch-us — Submit your company.

**Follow our guests**

Amber Illig:
LinkedIn: https://www.linkedin.com/in/amberillig/ 
Instagram @amberillignelson - https://www.instagram.com/amberillignelson/
X @AmberIllig - https://x.com/AmberIllig 

Rachel Tsui: LinkedIn - https://www.linkedin.com/in/racheltsui/
Instagram @rwtsui - https://www.instagram.com/rwtsui/
X @rachtsui- https://x.com/rachtsui

**Tools and resources mentioned**

- Claude - https://claude.ai/ — Rachel and Amber discuss using it for daily workflows, summaries, and writing.
- Granola - https://www.granola.ai/ — Meeting notes.
- Wispr Flow - https://wisprflow.ai/ — Voice-to-text tool Rachel is trying.
- ChatGPT - https://chatgpt.com/ — Amber discusses using it to refine writing and get another perspective.
- Deck Doctors - https://www.deckdocs.com/ — Pitch-deck storytelling and design; Amber shares that The Council used them for its first deck.
- Lexsy - https://www.lexsy.ai/ — Legal support for startups and investors; Amber discusses due diligence, company formation, and fundraising preparation.
- RevTech Labs - https://www.revtechlabs.co/ — The fintech and insurtech accelerator Katie discusses.

**Companies and founders discussed**

- Fishwife - https://eatfishwife.com/ — An example of a company that generated enthusiasm within The Council Angels.
- GC AI - https://gc.ai/ — Legal AI company discussed as both an investment and a building-in-public example.
- Accelerate Wind - https://www.acceleratewind.com/ — Wind technology company mentioned by Rachel.
- Collective X Health - https://www.collectivex.health/ — Women’s health intelligence company mentioned by Rachel.
- Daybreak Health - https://www.daybreakhealth.com/ — One of Amber’s early angel investments.
- Nox Metals - https://noxmetals.co/ — The manufacturing company highlighted in the building-in-public discussion.
- Zane Hengsperger on X - https://x.com/zanehengsperger — The Nox Metals founder whose manufacturing posts helped connect him with Amber.
- Cecilia Ziniti on LinkedIn - https://www.linkedin.com/in/ceciliaziniti/ — GC AI’s co-founder, highlighted for sharing legal-tech insights and building an audience.

In this episode, Sarah Jahnke discusses the innovative brand Homecourt, co-founded with Courteney Cox, focusing on luxury, clean, and sustainable home products. She shares insights into product development, Courteney's hands-on involvement, and the brand's investment approach.

Main Topics:
- Homecourt's product line and design philosophy
- Courteney Cox's hands-on involvement in product development
- Sustainable and eco-friendly packaging choices
- Investment and funding sources, including institutional investors
- The importance of clean, non-toxic ingredients in luxury products

Timestamps:
00:00 Introduction and Sarah's background
01:53 How Sarah transitioned from corporate to startup
05:01 Networking during COVID and discovering opportunities
06:55 The story of launching Homecourt with Courteney
11:05 Surprising lessons from managing cash flow
16:06 Scaling the team and infrastructure
18:50 Creating a new category in beauty with Courteney
21:45 Next steps for growth and marketing
25:08 Building a durable, long-lasting brand
26:10 Advice for aspiring consumer product founders
30:06 Self-care and mental wellness for founders
34:00 Closing remarks and upcoming projects

Resources & Links:
Sarah Jahnke's Substack: Percent to Plan - https://sarahjahnke.substack.com/
Cosmoprof - https://cosmoprof.com/
WWD Summit - https://wwd.com/

In this episode, Julia and Katie sit down with Miki Reynolds, a passionate advocate for inclusive startup ecosystems and a leader in LA's tech community. They explore Miki's journey from startups to non-profits, her insights into the evolving funding landscape, and her pioneering work with AI tools for entrepreneurs.   Main Topics: - Miki's background: From sociology to tech activism in LA - The founding and impact of Grid 110: Community building and founder support - Transitioning from non-profit to venture capital at Slauson and Co. - The rise of AI tools in startup workflows and democratizing tech - Trends in LA's startup funding environment: Growth, IPOs, and the shift to service-based businesses - The importance of community-led growth and in-person connections for founders - Resources for entrepreneurs: Navigating local ecosystems and leveraging AI - The future of inclusive investing and AI-driven service businesses   Timestamps: 00:00 - Introduction: Empowering women in startup ecosystems 00:22 - Meet Miki Reynolds: From LA roots to tech leader 01:46 - Connecting through JP Morgan partnerships and early startups 02:35 - From Grid 110 to community impact: Building LA's tech hub 03:40 - The power of founder cohorts and pitch showcases 04:32 - Miki's journey: From sociology to tech entrepreneurship 05:58 - Navigating Hollywood and software development early in her career 06:24 - Breaking barriers: Women and POC in tech leadership 08:09 - The growth of LA's tech community and startup support systems 09:38 - The evolution of Grid 110 and its role in startup success 11:25 - The significance of community bonding and shared founder experiences 12:17 - Highlights from Miki’s program and lessons learned 13:07 - LA as a prime hub for founders outside Silicon Valley 14:01 - Collaboration, partnerships, and the importance of networks 16:23 - The impact of tech programs on gender and racial equity in startups 17:02 - Investment trends: Capital flows and VC activity in LA 18:24 - Building relationships with venture capital and investor insight 19:21 - The changing funding environment fueled by AI innovations 20:45 - Slauson and Co: Investing in founders to ensure inclusivity 22:58 - The dynamics of fundraising, business validation, and product-market fit 24:05 - What makes an effective accelerator program? 25:31 - The role of AI in startup development and scale 26:00 - Community-led growth: Online, IRL, and hybrid models 27:23 - AI adoption among cohort companies and their tech stack 28:25 - Non-technical founders building with AI tools 29:55 - Rethinking service-based businesses in the AI era 31:09 - Practical AI integration: Collaboration and skill-building 32:36 - Empowering women in AI communities and online learning groups 33:13 - Resources for AI experimentation and skill development 34:41 - The importance of community and shared learning in AI 36:52 - Meeting founders where they are: In-person and virtual opportunities 38:50 - Insights on LA’s funding environment and upcoming IPOs 39:19 - Automating funding news with AI for strategic insights 41:16 - The surge of liquidity and opportunities in AI and tech markets 43:25 - The shift toward service-based startups and VC interests 44:44 - Scaling service businesses with AI automation 47:13 - Mental health tech insights: Combining service and technology 49:42 - Building LA’s inclusive startup ecosystem 50:12 - Appreciation for Mickey Reynolds and closing remarks   Resources & Links:  Grid 110 Slauson & Co Claude AI  AI Snack Club  Willa  AI Trailmates Miki Reynolds, LinkedIn 

In this episode of the Two to Twenty podcast, hosts Katie Vander Ark and Julia Bell welcome Teal Cooper, co-founder and president of VendiBean, a beverage tech company. Teal shares her entrepreneurial journey, including the challenges of bootstrapping a business, navigating the impact of COVID-19, and the importance of partnerships in an archaic industry. The conversation also delves into mindset, resilience, and practical advice for aspiring founders.  

[00:00] Introduction to VendiBean and Teal's Journey [02:57] Bootstrapping Success: The Funding Journey [05:34] The Inspiration Behind VendiBean [08:45] Navigating the Challenges of Family Business [11:35] Overcoming COVID-19: A Personal and Business Transformation [14:26] Innovative Sales Strategies and Building in Public [17:25] Partnerships in an Archaic Industry [20:16] Mindset and Resilience in Entrepreneurship [23:13] Advice for Aspiring Founders   Music production: Dustin Belt

In this episode, Katie Vander Ark and Julia Belt interview Scout Brisson, CEO of De Soi, a non-alcoholic sparkling aperitif company. Scout shares her journey from MIT to the beverage industry, discussing the lessons learned from her corporate background and how they apply to her role as a founder. The conversation delves into the importance of building a strong team, navigating the emotional challenges of entrepreneurship, and the growing trend of non-alcoholic beverages. Scout also highlights the significance of collaboration with her co-founders and the future of the consumer packaged goods (CPG) market.

[00:00] Introduction to Scout Prasan and DeSois [02:22] Scout's Journey: From MIT to Beverage Industry [05:10] Lessons from Corporate to Startup: McKinsey and VC Insights [07:25] Building a Team: Hiring for Drive and Curiosity [10:23] The Emotional Rollercoaster of Founding a Company [13:17] Balancing Work and Personal Identity [15:54] The Rise of Non-Alcoholic Beverages [18:44] Consumer Trends and Market Insights [21:16] Navigating the CPG Landscape [23:54] Time Management as a CEO [26:37] Collaborating with Celebrity Co-Founders   Music production: Dustin Belt

In this episode of the Two to Twenty podcast, Katie Vander Ark and Julia Belt engage with Naseem Sayani, a seasoned venture investor and angel investor. They explore Naseem's journey from consulting to venture capital, her focus on supporting female founders, and the importance of building relationships within the startup ecosystem. The conversation delves into the attributes that make a successful founder, the role of angel investors beyond just funding, and the current market conditions affecting fundraising strategies. Naseem shares insights on evaluating risk in disruptive ideas and the evolving landscape of venture capital and IPOs.   [00:00] Introduction to Venture Capital and Personal Journeys [02:42] Transitioning from Consulting to Venture Capital [05:57] Focus Areas in Angel Investing [08:31] The Importance of Founders and Their Attributes [11:33] Building Relationships in the Startup Ecosystem [14:27] The Role of Angel Investors Beyond Funding [17:30] Evaluating Female Founders and Their Vision [20:21] Navigating Confidence and Coachability in Founders [23:01] Assessing Risk in Disruptive Ideas [25:51] Market Conditions and Fundraising Strategies [28:37] The Future of Venture Capital and IPOs   Music Production: Dustin Belt

In this episode of the Two to Twenty podcast, host Katie Vander Ark interviews Madeleine Cohen, founder of Nelle Atelier, a denim brand reinventing the petite category for the modern shopper. They discuss launching a fashion label, navigating early growth, and what it really takes to build brand credibility in the consumer sector. Madeleine shares her insights on marketing strategies, the significance of brand credibility, and her future growth plans for Nelle Atelier. She also offers valuable advice for aspiring founders about the realities of entrepreneurship and the importance of pursuing one's vision despite challenges.

[00:00] Introduction to Nell Atelier and Its Founder [02:59] The Market for Petite Fashion [05:45] Challenges in Product Development [08:59] Navigating Funding and Investor Relationships [11:57] Building a Brand and Customer Engagement [14:54] Pre-Launch Strategies and Market Research [17:55] Go-To-Market Strategy and Influencer Marketing [20:47] Future Growth Plans and Advice for Founders [23:54] The Reality of Entrepreneurship

Music Production: Dustin Belt

In this episode Julia Belt interviews Mariam Khayretdinova, co-founder and CEO of Brainify AI, a startup focused on revolutionizing precision psychiatry through AI. Miriam shares her unique journey from a background in mathematics to the world of mental health, discussing the challenges of data collection in AI and the importance of personalized treatment. The conversation also touches on the difficulties female founders face in fundraising and the significance of resilience and support in entrepreneurship. Miriam emphasizes the need for a supportive network and the importance of data quality in developing effective mental health solutions.

[00:00:48] Intro [00:04:40] Retrieving Data [00:14:32] Startup Journey & Breaking Into Healthcare [00:19:09] Fundraising [00:27:16] Rapid Fire Questions   Editor: Cory Jennings  Music Production: Dustin Belt

In this episode host Katie Vander Ark speaks with Jenna Hannon, CEO of Hatter AI, about her journey from a marketing expert to a founder. They discuss Jenna's experiences at Uber, the evolution of Hatter AI, and the importance of customer feedback in product development. Jenna shares insights on the future of marketing with AI, go-to-market strategies, and the significance of understanding customer profiles. The conversation highlights the necessity of adapting to market needs and the role of AI in enhancing business operations.

[00:01:13] Intro [00:05:00] Lessons and Feedback [00:13:45] Product Adoption [00:18:50] AI and Content [00:22:58] Customers and Demand [00:27:24] Value of AI   Editor: Cory Jennings  Music Production: Dustin Belt