Recent buzz around Forerunner Ventures is mostly about the fact that this is a woman-owned venture capital firm. With Kirsten Green, Eurie Kim and Elyse Cohen at the helm, media outlets are taking note of their $40 million institutional fund as they prepare to cultivate mobile, social and e-commerce startups. Forerunner Ventures has been in the mix since 2003, founded because Green said the venture community didn’t embrace people like her. But “people like her” doesn’t mean “women,” said Green, but rather it refers to a focus on retail and consumer type businesses. She doesn’t think of herself as a woman in business but rather as a person in business, and as a result, Forerunner Ventures didn’t set out to be a woman venture. The right people for the venture happened to be women. However, investments from Forerunner Ventures need not be women only.
Forerunner Ventures wants to invest in the mall of the digital age. Ideal investments would be companies that are involved technology-enabled and involved in digital commerce. They seek “companies that feature tools and technologies that disrupt, advance, and transform the digital commerce experience.” Their typical investment is between $250,000 and $500,000 and their preference is for companies in the Bay Area, which just happens to be in the vicinity of Silicon Valley – but something relevant to their strategy in New York or Los Angeles wouldn’t be out of the question. Dollar Shave Club which delivers five Ninja blades right to your door for about $1.00 a month is one of their most notable companies. Others deliver children’s activity kits, allow customers to book last minute hotel reservations, and an online, business-to- business network for wholesale fashion buying.