Mercato Partners is fundamentally different from most venture capital funds. For one thing, we think brands and customer mind share are more important than intellectual property and patents. Brand is a promise to the customer, the big idea. Authentic brands build companies and accelerate success.
Our first portfolio company, Skullcandy, was recently named the fastest growing consumer products company in America (according to Inc Magazine). Their remarkable growth can be attributed to many factors including flawless brand creation and management. The Skullcandy brand is authentic, resonating with the “core” Skullcandy customer. Everything about the company reflects the sound understanding of the customer and their lifestyle. To the half pipe in their Park City offices to the “Skullcrusher” headphones with powered bass amplification, the company is obsessed with creating products that compliment and represent the customer’s ethos. The brand is also the nucleus of the sales activities. A strong brand increases awareness, builds customer loyalty and is the most persuasive sales mechanism.
While we don’t sell gnarly headphones Mercato Partners is also in the process of building a venture brand. Unfortunately, there is no half pipe in our offices.
After 5 years of start-ups, I’ve just started on a new course as a venture capitalist working at Mercato Partners. Mercato is a great fit for me as a sales-centric entrepreneur. Our firm’s culture is greatly influenced by the entrepreneurial experience of our managing directors, Greg Warnock and Alan Hall. I like the innovative thinking, creative enviornment and focused investment practice. What I particularly like about venture is connecting entrepreneurs with capital, ideas, people and expertise that make a genuine difference in their success. The transition from full-time entrepreneur to venture dude has been easier than I anticipated. I even look forward to Monday mornings.
