Column: 11 Things Founders Should Expect From Their Seed-Stage VC Partner

Brett Queener
Brett Queener is a partner at Bonfire Ventures where he serves as an active advisor and investor in seed-stage business software companies, with a particular focus on SAAS companies based in California.
Column: 11 Things Founders Should Expect From Their Seed-Stage VC Partner

I am super excited about the surge of capital available to start-ups early in their journey. Many would say this is the best time to start a company. Founders today have a much broader range of financing options than traditional venture capital, including from crowd-funding, rolling funds, debt, angel investors and syndicates.

Some have begun to speculate on whether traditional seed firms are necessary at all.

If you are a serial entrepreneur and have everything figured out, one of the options above may offer you the best route. In that case, skip the seed stage and get a large blank check from one of the established Series A firms. Hell, if you have worked with us before, we will be thrilled when you carve out space for us because of our prior relationship.

But there are often good reasons to partner with venture companies that go beyond an infusion of cash, and the idea that venture capital isn't necessary is specious at best.


This post is for the founder who has not figured it all out and is looking for more than just capital. This post is for the founder who is looking for a real partner who will help them move from a small team of 5-10 employees with big ideas and negligible revenue to a more fully-fledged company that is well on its way to achieving its vision.

Let me offer 11 reasons why early-stage entrepreneurs should engage with trusted seed-stage firms. At Bonfire, this is the promise we make to our founders, and we do our best to honor it every day. We are not alone here; many amazing firms do all of the things below, if not more, for their founders.

Messaging: They will work with you to get your messaging right. They will run you through messaging workshops, listen to multiple chorus calls, etc., to help you find a fit that resonates with buyers to ensure that you are more of an obvious painkiller than a nice-to-have vitamin.

Product: They will spend an inordinate amount of time understanding your product and help you think through your long, midterm and short term priorities. They will remind you that you must be product-first, and that poor product performance and quality is simply unacceptable. Crappy products bug them to no end.

Sales: They will help you build a proper buyer-driven sales process to make sense of your pipeline, momentum and key areas of focus. They will help you think through sales compensation plans, sales capacity models, sales hiring profiles, etc. They will also guide you on whether you are an inbound PQL business or an outbound up-market business.

Success: They will never let you under-invest in customer success. In early-stage companies where a product is often nascent, they know that great customer success is core to overcoming gaps and the best listening post for where to focus next. They will help you design and build your organization as it moves from one catch-all employee to a fully-fledged organization.

Teams: They will work with you to properly build out each of your organizations, moving from one individual contributor that does everything to specialized roles within marketing, sales, product, and success. They will get to know you really well and understand your strengths and weaknesses. They will help you build out your executive team and look for people who will accelerate your strengths and overcome your weaknesses.

Finances: They will help you think through the appropriate financial plan to ensure you balance your investments and cash such that you can get to the next stage appropriately. They will help you identify your core metrics to focus on and track religiously. They will also never try to operationalize a business too prematurely, but they will ensure you invest in a balanced fashion across your functions.

Governance: They will work with you to establish your company's priorities with a focus on the vital few and not the useless many. They will help you think through the proper business operating review and communication cadence internally and externally with your investors and boards. They will help you understand that board meetings are an output of this and not some special performative exercise on which to waste hours.

Funding: They will work like hell to ensure you never run out of cash, including offering extensions when necessary. They will build your Series A target lead investor list and make introductions to each of them. They will provide a ton of tough love in reviewing your fundraising materials before you do the dance. They will help you close those interested behind the scenes and, if need be, they will be the first to accept being squeezed down from pro-rata if that is what it takes to make the round work.

Spidey-Sense: They have been around the block enough to have an excellent 'early warning system'. They can recognize issues that are developing before they are obvious to everyone else. They help you recognize them and, more importantly, help you mitigate them before they become serious. Common examples here are early churn signals, leading KPIs degrading or festering people issues.

Therapy: Being a founder is hard and often really f#$@ing lonely. There are so many fears and insecurities you have as you work through the path of birthing an idea to building a company. Your seed-stage partner is the first person you call when you are struggling. You can openly voice your concerns without feeling like you will be judged. They also know the questions to ask you to help you bring to light the "what should you do's" that are already in your head.

Empathy: When you win, they are super psyched for you and your team. When you lose, which happens all the time, they know what it feels like, and they bleed with you as they have been there, and they prop you up to ensure you keep your energy where it needs to be, as it's a marathon and not a sprint. They have restless nights as well - thinking through how best they can help you overcome whatever is the struggle du jour. They will convince you to "celebrate the win," no matter how small, to ensure you keep the energy up enough as all your employees feed off of that.

Finally, even though they may do all of these items for you, they never ever step in front of you to take credit for any of your success.

They measure their success by your success. That reward is far more than enough, and they, in the end, are honored that you picked them to join you on your journey. It is, as I have felt working with a number of our portfolio companies, an enormously rewarding experience.

Brett Queener is a partner at Bonfire Ventures, where he serves as an active advisor and investor in seed-stage business software companies, with a particular focus on SAAS companies based in California.

LA’s Upgrade in Travel and NBA Viewing
Image Source: Los Angeles World Airports

🔦 Spotlight

Exciting developments are underway for Los Angeles as the city prepares for major upgrades in both travel and entertainment. The Los Angeles Board of Airport Commissioners has approved an additional $400 million for the Automated People Mover (APM) at LAX, increasing its total budget to $3.34 billion. This boost ensures the elevated train’s completion by December 8, 2025, with service starting in January 2026. For Angelenos, this means a significant improvement in travel convenience. The APM will streamline connections between parking, rental car facilities, and the new Metro transit station, drastically cutting traffic congestion around the airport. Imagine a future without the dreaded 30-minute traffic delays at LAX! The APM will operate 24/7, reducing airport traffic by 42 million vehicle miles annually and carrying 30 million passengers each year, while also creating thousands of local jobs and supporting small businesses.

Meanwhile, the NBA is also making waves with its new broadcasting deals. The league has signed multi-year agreements with ESPN, NBC, and Amazon Prime Video, marking a notable shift in media partnerships. ESPN will maintain its long-standing role, NBC returns as a network broadcaster after years away, and Amazon Prime Video will provide NBA games through its streaming platform. Starting with the 2025-2026 season, these deals will enhance the league's reach and revenue, aligning with the NBA's goal to expand its audience and adapt to evolving viewing habits. Whether you're catching the action on TV or streaming online, these changes promise to elevate the fan experience and bring more basketball excitement to Los Angeles.


🤝 Venture Deals

LA Companies

  • Pearl, a startup that makes AI-powered software that assists dentists in identifying cavities, gum disease, and other dental conditions, raised a $58M Series B funding led by Left Lane Capital with Smash Capital, and others also participating. - learn more

LA Venture Funds

  • Fulcrum Venture Group participated in a prior $3.5M Pre-Seed Round for Code Metal, a developer tools startup. - learn more
  • B Capital co-led a $12.5M Seed Round for Star Catcher, a startup that aims to develop a space-based grid that captures solar energy in space and distributes it to satellites and other space assets. - learn more
  • Mantis VC and Amplify participated in a $140M Series C for Chainguard, an open source security startup. - learn more
  • Prominent LA venture capitalist, Carter Reum and wife, Paris Hilton, participated in a $14M Seed/Series A for W, the men’s personal care brand from Jake Paul. - learn more

LA Exits


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🤫 The Secret to Staying Fit at Your Desk: 6 Essential Under-Desk Exercise Machines

Health experts are sounding the alarm: our sedentary jobs are slowly killing us, yet we can't abandon our desks if we want to keep the lights on. It feels like we're caught between a rock and a hard place. Enter under-desk exercise machines – the overlooked heroes (albeit kind of goofy looking) of the modern workspace. These devices let tech professionals stay active, enhance their health, and increase their productivity, all without stepping away from their screens. Here are 6 fantastic options that will enhance the way you work and workout simultaneously.

DeskCycle Under Desk Bike Pedal Exerciser

This bike has nearly ten thousand five-star reviews on amazon. It works with nearly any desk/chair setup. It is quiet, sturdy and allows up to 40 pounds of resistance. If you are looking for an under-desk bike this is a fantastic option.

Type: Under-Desk Bike

Price: $180 - $200


Sunny Health & Fitness Dual Function Under Desk Pedal Exerciser

This under-desk bike is extremely quiet due to the magnetic resistance making it an ideal option if you work in a shared space. It doesn’t slip, has eight levels of resistance, and the option to work legs and arms. It’s about half the price of the DeskCycle bike making it a solid mid-range option for those looking to increase their daily activity.

Type: Under-Desk Bike

Price: $100 - $110


Sunny Health & Fitness Sitting Under Desk Elliptical

This under-desk elliptical comes in multiple colors if you really want to underscore that you are a quirky individual, in case an under-desk elliptical isn’t enough. This model is a bit heavy (very sturdy), has eight different resistance levels, and has more than nine thousand 5-star reviews.

Type: Under-Desk Elliptical

Price: $120 - $230


DeskCycle Ellipse Leg Exerciser

This under-desk elliptical is another great option. It is a bit pricey but it’s quiet, well-made and has eight resistance levels. It also syncs with your apple watch or fitbit which is a very large perk for those office-wide “step” challenges. Get ready to win.

Type: Under-Desk Elliptical

Price: $220 - $230


Daeyegim Quiet LED Remote Treadmill

If you have a standing desk and are looking to walk and work this is a fantastic option. This walking-only treadmill allows you to walk between 0.5 to 5 mph (or jog unless you have the stride length of an NBA forward). It is very quiet, which is perfect if you want to use it near others or during a meeting. You can’t change the incline or fold it in half but it is great for simply getting in some extra steps during the work day.

Type: Under-Desk Treadmill

Price: $220 - $230


Sunny Health & Fitness Foldable Manual Treadmill

This under-desk treadmill isn’t the most premium model but it is affordable and has an impressive array of features. It is a manual treadmill meaning it doesn’t need to be plugged in; it is foldable and offers an incline up to 13%. I personally can’t imagine working and walking up a 13% incline but if that sounds like your cup of tea, then I truly respect the hustle.

Type: Under-Desk Treadmill

Price: $150 - $200




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🤠Musk Picks Texas and 🔥Tinder AI Picks Your Profile Pictures

🔦 Spotlight

Tinder is altering dating profile creation with its new AI-powered Photo Selector feature, designed to help users choose their most appealing dating profile pictures. This innovative tool employs facial recognition technology to curate a set of up to 10 photos from the user's device, streamlining the often time-consuming process of profile setup. To use the feature, users simply take a selfie within the Tinder app and grant access to their camera roll. The AI then analyzes the photos based on factors like lighting and composition, drawing from Tinder's research on what makes an effective profile picture.

The selection process occurs entirely on the user's device, ensuring privacy and data security. Tinder doesn't collect or store any biometric data or photos beyond those chosen for the profile, and the facial recognition data is deleted once the user exits the feature. This new tool addresses a common pain point for users, as Tinder's research shows that young singles typically spend about 25 to 33 minutes selecting a profile picture. By automating this process, Tinder aims to reduce profile creation time and allow users to focus more on making meaningful connections.

In wholly unrelated news, Elon Musk has announced plans to relocate the headquarters of X (formerly Twitter) and SpaceX from California to Texas. SpaceX will move from Hawthorne to Starbase, while X will shift from San Francisco to Austin. Musk cited concerns about aggressive drug users near X's current headquarters and a new California law regarding gender identity notification in schools as reasons for the move. This decision follows Musk's previous relocation of Tesla's headquarters to Texas in 2021.

🤝 Venture Deals

LA Companies

LA Venture Funds

LA Exits

  • Penguin Random House agreed to acquire comic book publisher Boom! Studios from backers like Walt Disney Co. - learn more

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