Many CPG startups don’t fail loudly. They plateau quietly, often mistaking motion for progress.
Han Shen, Founding Partner of iFlyVC, has seen this pattern often. Smart, ambitious teams with strong products stall long before reaching their first $10M in revenue, not because of effort or vision, but because a few early patterns compound in the wrong direction.
In his latest newsletter, he breaks down 5 patterns that consistently stall CPG startups before $10M, including:
➡️ Confusing founder conviction with real customer value
➡️ Treating “everyone” as the customer
➡️ Losing customer insight after entering national retail
➡️ Mistaking D2C for paid ads
➡️ Expanding nationwide before achieving local depth
These issues show up far earlier than most founders expect and they quietly shape outcomes years later.
Read the full piece here 👉open.substack.com/pub/ifly/p…
#CPG #ConsumerStartups #Founders #VentureCapital #iFlyVC
We had a great time at our Fall Happy Hours, catching up with founders, operators, investors, and friends across the Austin community at Hold Out Brewing last week.
It’s always energizing to bring people together from all corners of the ecosystem — consumer, AI, retail, CPG, cross-border commerce, and more. Thanks to everyone who stopped by and made the evening special as we head into the holiday season!
#Austin #Networking #SocialHour #Community #VentureCapital
Would you make friends with someone who once threatened to sue you?
In his latest Shared Journey piece, @_Han_Shen_ reflects on an unexpected reconnection that opened up bigger questions about judgment, trust, and the relationships we choose to invest in — professionally and personally.
It’s a reminder that not every door deserves to be reopened, and that the people we surround ourselves with often shape our trajectory more than any market cycle or strategy. Sometimes the hardest discipline is choosing who not to engage with.
Read the full reflection here 👉 lnkd.in/gP3yqCbw
#VentureCapital #Leadership #RelationshipBuilding #HumanConnection
Last week, we gathered at Q-Branch with @MichaelBestLaw for a conversation on how consumer innovation wins, how consumer investors are navigating today’s market, and what’s ahead.
Grateful to our panelists @_Han_Shen_ (iFlyVC), Alex Cantwell (Cartograph Ventures), Lindsay Lightman (Strategic Systems International / Consumer VC), and moderator Aaron Barker (Michael Best) for leading such a thoughtful discussion.
🎥 For those who missed it, you can now watch the full panel here: youtu.be/uyjutRulJEU
Big thanks to the Q-Branch team — Marcos Cervantes, Josh Zelman, and Masey Williams — for hosting an incredible evening.
#austintechweek #venturecapital #consumerinnovation #iFlyVC
Big things coming in May in #Austin!🚀
2025 iFlyVC #Consumer Summit is only 2 weeks away! We have incredible speakers including Larry Liu, Founder/CEO of @weee_official + @databrett, Co-Founder/CEO of @datadotworld and 6x entrepreneur.
Big news from our portfolio!
Weee!—the largest ethnic e-grocer in the U.S.—has welcomed Jeff Wilke as an Advisor!
Jeff, former CEO of Amazon Worldwide Consumer, is a true pioneer in e-commerce and supply chain innovation.
His experience in scaling global operations and enhancing customer experiences will be invaluable as Weee! continues its mission of bringing diverse, authentic flavors to more homes across America. As early believers in Weee!, we’re thrilled to see this next chapter unfold.
With Jeff’s insights, Weee! is poised for even greater growth in product selection, logistics, and customer engagement. Welcome, Jeff! #Weee #Ecommerce #FoodTech #GroceryInnovation #LeadershipMatters
prnewswire.com/news-releases…
Excited to share that @_Han_Shen_ will be speaking at Austin Boomtown VC Insight Panel during SXSW 2025!
📅 March 11, 2025
📍 CBRE's Amenity Event Space, 500 W 2nd St, 14th floor, Austin, TX 78701
This panel brings together investors shaping Austin’s startup ecosystem:
Join us for an inside look at venture capital trends, emerging opportunities, and what’s fueling Austin’s continued growth as a startup hub.
RSVP Below - See you at SXSW!
#VentureCapital #SXSW2025 #AustinBoomtown #iFlyVC
lu.ma/mgsso7p2
Happy Lunar New Year! Wishing everyone prosperity and success in the Year of the Snake! 🐍
#LunarNewYear #ChineseNewYear #YearOfTheSnake #Prosperity #Success #NewBeginnings #HappyNewYear #SpringFestival #Celebrate
Japanese-inspired consumer trends are taking root in new and exciting ways. Our portfolio company Weee! reflects this, with its Japanese products gaining popularity not just among Japanese-American consumers but with a wide range of audiences in the U.S. (3/5)
Here’s to building bridges and creating opportunities that transcend borders! #VentureCapital #ConsumerInnovation #Culture #EmergingManagers #JapaneseCulture (5/5)
@_Han_Shen_ joined @coolwatercap for their #JapaneseInnovationSummit, where the spotlight on #EmergingManagers truly shone! It's great to see Winter Mead supporting cross-border collaboration and elevating emerging managers who are shaping the future of venture capital. (1/5)
Big shoutout to @REVTECHVentures for hosting such an unforgettable summit! Love the energy of the founder and investor community in Texas - It's incredible to be surrounded by passionate people who share a common goal of making American consumers happy.
This week, iFly.vc celebrates 8 years! It's been an amazing journey, and we’ve had the privilege of meeting truly inspiring individuals along the way. Here's a reflection on Han's 8 years growing iFly.vc:
📝: lnkd.in/gM3XSUPT
🍒 Curious how a VC Investor once became the Champion of the International Cherry Pit Spitting Competition? In our latest newsletter, we share the full story and the life lessons learned. #Newsletter #VC #Entrepreneurship #YouNeverKnowUntilYouTry #iFlyvc
open.substack.com/pub/ifly/p…
