“Follow your dreams and quit your day job” is terrible advice.

That’s not me saying it. That’s Jon Keidan, founder and managing partner of Torch Capital, where he’s backed companies including Sweetgreen, Acorns and Zocdoc.

He has a better suggestion: before you blow up your life for a startup idea, find some proof that people actually want what you’re planning to build.

The bar may be lower than you think.

In this conversation, we break down how Jon evaluates consumer startups from the pain point up, what makes founders credible before there’s much traction, why he initially passed (twice!) on Sweetgreen, and how to tell the difference between focus and distraction.

We end with a 30-day experiment you can run while you still have a paycheck to find out whether strangers care about your idea before you go all in.

https://youtu.be/1VvBiLhvd_g

(2:39) Is the problem painful enough to build a company around?

(7:01) Start with a niche, but think bigger

(19:02) Don't quit your day job just yet

(24:17) The deli test: How to tell if your consumer product is venture-scale

(26:57) How much proof does a pre-seed investor need?

(28:43) AI is not a business model

(32:09) Where are the opportunities AI hasn't swallowed?

(35:04) Jon's 30-day experiment for consumer/CPG founders

Jon Keidan

Torch Capital

Sweetgreen

Acorns

Zocdoc

DigitalOcean

Ro

If so, that’s often a sign you’re working on something interesting, but it raises the risk that you’re missing out on fundraising, sales, hiring, and media opportunities.

I help early-stage founders sharpen the narrative: what matters, why now, who needs to care, and why they’re the right team to make it happen.

If you’re preparing for a raise, launch, important customer meeting, panel, or hiring push, I can help you pressure-test the story before the stakes get higher.

👉🏾 Visit the Fund/Build/Scale website to learn more, or email fundbuildscale@gmaii.com

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