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The brndBrief Podcast
Welcome to The brndBrief Podcast – where we have candid conversations with industry leaders about business trends, the impact of technology and the secret sauce behind successful brands.
This podcast is powered by brndMethod Media Group.
The brndBrief Podcast
How to Market “Unsexy” Industries into $100M Opportunities
In this episode of The brndBrief Podcast, Melinda Joseph, VP of Marketing & Communications at InVitro Capital, shares insights on how InVitro Capital functions as a venture studio, operating in the space between venture capital and private equity - with a focus on building startups in a capital-efficient way. Melinda discusses her role in marketing and brand positioning for both the venture studio and its portfolio companies.
Key points include:
📌 The venture studio model creates a "de-risked" approach to building startups with central resources, focusing on product validation before development.
📌 Marketing priorities include educating investors about the venture studio model and showcasing proof of concept through their first cohort of portfolio companies.
📌 Measuring marketing success involves tracking network growth, inquiry volume, portfolio traction metrics, and relationship development rather than traditional transactional metrics.
📌 AI integration is making startup development more efficient, enabling companies to build "faster, smarter, and cheaper" with a hybrid approach of AI tools and human expertise.
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Guest Information
https://www.linkedin.com/company/invitrocapital
https://www.youtube.com/@InVitro_Capital