iFly.vc

[iFly.vc @iFlyVC]

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 👉https://t.co/GAKGPPdUvx

#CPG #ConsumerStartups #Founders #VentureCapital #iFlyVC

[iFly.vc @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

[iFly.vc @iFlyVC]

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 👉 https://t.co/n5dpmqRlxH

#VentureCapital #Leadership #RelationshipBuilding #HumanConnection

[iFly.vc @iFlyVC]

@_Han_Shen_ was a guest speaker at @TAMU this week for Professor Mark Lu's Sports Management master’s class.

Great discussion with 20+ bright and engaged students about marketing strategy for startups. They touched on @DollarShaveClub's success, @WyzeCam's unconventional approach, @Groupon's rise and fall, @bucees's unique moat, and @weee_official's and Ume Tea's unique but differentiated approach to marketing on social networks.

The curiosity and fresh perspectives from students are a great reminder of why continuous learning matters at every stage.

Thank you, Dr. Lu, for the invitation and for fostering such a thoughtful environment for future leaders in sports and business.

#TexasAggies #Entrepreneurship #MarketingStrategy #Startups #iFlyVC

[iFly.vc @iFlyVC]

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: https://t.co/an1C8IdOLe

Big thanks to the Q-Branch team — Marcos Cervantes, Josh Zelman, and Masey Williams — for hosting an incredible evening.

#austintechweek #venturecapital #consumerinnovation #iFlyVC

[iFly.vc @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.

[iFly.vc @iFlyVC]

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

https://t.co/JLyIcavVdY

[iFly.vc @iFlyVC]

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.

[iFly.vc @iFlyVC]

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.

[iFly.vc @iFlyVC]

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

https://t.co/Zqe5UKyqbd

[iFly.vc @iFlyVC]

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:

[iFly.vc @iFlyVC]

🎤 Speakers:
> Alex Moore – 8VC
> Krishna Srinivasan – LiveOak Ventures
> Eric Engineer – S3 Ventures
> Chris Shonk – ATX Venture Partners
> Han Shen – https://t.co/qsL8ACKOVl
> Moderator: Andrew Romans – 7BC Venture Capital

[iFly.vc @iFlyVC]

Happy Lunar New Year! Wishing everyone prosperity and success in the Year of the Snake! 🐍

#LunarNewYear #ChineseNewYear #YearOfTheSnake #Prosperity #Success #NewBeginnings #HappyNewYear #SpringFestival #Celebrate

[iFly.vc @iFlyVC]

Here’s to building bridges and creating opportunities that transcend borders! #VentureCapital #ConsumerInnovation #Culture #EmergingManagers #JapaneseCulture (5/5)

[iFly.vc @iFlyVC]

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)

[iFly.vc @iFlyVC]

It’s a testament to the universal appeal and quality of these cultural contributions. We're excited to build on this momentum and look forward to working with partners like @JETROUSA to further amplify cross-border innovation. (4/5)

[iFly.vc @iFlyVC]

At https://t.co/qsL8ACLmKT, we’re passionate about cross-culturally inspired consumer innovation. The rise of Asian culture's influence in the U.S. is undeniable, and Japanese culture has been a trailblazer in this movement. From design to food to community values (2/5)

[iFly.vc @iFlyVC]

@_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)

[iFly.vc @iFlyVC]

@_Han_Shen_ joined @TheFullRatchet to share https://t.co/qsL8ACLmKT's approach to venture capital and his journey as a founder. Grateful for the platform to highlight how we help founders build impactful businesses! #VentureCapital #startups
https://t.co/7PlThliKxj

[iFly.vc @iFlyVC]

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.