LA Venture Podcast: Miroma Ventures' Will Schmitt Wants You To Prioritize Marketing

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
Miroma Ventures' Will Schmitt

On this week's episode of L.A. Venture, hear from Will Schmitt, the head of venture strategy at Miroma Ventures. Miroma Ventures is the investment arm of The Miroma Group, which is made up of a collective of smaller marketing agencies. Their venture team works with Fortune 500 companies like Spotify, Starbucks, Masterclass and Netflix to help build brand awareness and recognition.



Schmitt's portfolio focuses his investments in food and beverage, beauty, personal care, marketing and tech, with a particular affinity for food and beverage.

Schmitt also is incredibly passionate about marketing. He keeps a sharp eye on the latest digital trends. In our discussion, he explains the startup selection process at Miroma, and how the group is not only looking for high growth in terms of profits, but also their digital presence.

He says it is the goal of the investment group to create a cohesive story for their brands across all platforms and products, with strong and visible core values. Schmitt believes that this consistency is essential to building brand recognition, standing out against other products and cementing a loyal customer base.

Schmitt adds that Miroma specifically looks for companies with a narrative that can succeed nationally, not just appeal to a niche customer base. He believes most companies are not spending enough on their marketing and says Miroma aims to fix that by acquiring a number of smaller marketing firms they can deploy to help their brands succeed.

On the rest of this episode, Schmitt talks about specifics he looks for as an investor, his growth-led approach to helping startups, and more details about what he views as the future of marketing.

Will Schmitt is the head of venture strategy at Miroma Ventures, and the co-founder and managing partner at Trail Post Ventures.

"I've done kind of the corporate finance experience. I've done the investment banking experience. I've done private equity. And now, I've been focused on the early-stage within venture. And so I think having that background where I have different experiences that I can leverage and different people within the network that can add value in different ways is — is invaluable." — Will Schmitt

dot.LA Engagement Intern Colleen Tufts contributed to this post.

Want to hear more of L.A. Venture? Listen on Apple Podcasts, Stitcher, Spotify or wherever you get your podcasts.

Subscribe to our newsletter to catch every headline.

Cadence

Activision Buys Game Studio Proletariat To Expand ‘World of Warcraft’ Staff

Samson Amore

Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him

Xbox\u2019s various game developers it now owns: Activision, Blizzard and King.
Courtesy of Activision Blizzard

Activision Blizzard intends to acquire Proletariat, a Boston-based game studio that developed the wizard-themed battle royale game “Spellbreak.”

Read moreShow less
https://twitter.com/samsonamore
samsonamore@dot.la

Bling Capital’s Kyle Lui On How Small Funds Can Better Support Young Founders

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
Bling Capital’s Kyle Lui On How Small Funds Can Better Support Young Founders

On this episode of the LA Venture podcast, Bling Capital’s Kyle Lui talks about why he moved earlier stage in his investing and how investors can best support founders.

Lui joined his friend—and first angel investor—Ben Ling as a general partner at Bling Capital, which focuses on pre-seed and seed-stage funding rounds. The desire to work in earlier funding stages alongside someone he knew well drew him away from his role as a partner at multi-billion-dollar venture firm DCM, where he was part of the team that invested in Musical.ly, now known as TikTok.

Read moreShow less
RELATEDEDITOR'S PICKS
LA TECH JOBS
interchangeLA
Trending