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Investing in Consumer Packaged Goods

2 min read Investing in CPG The CPG space is a solid one to invest in, especially in a post-COVID era. There are specific cues that make startups stand out to investors. You should make sure that any company you are considering investing in has a competitive edge and strong customer engagement. And you, as an investor, are going to need the patience to succeed in this sector. Competitive Edge Investors want a considerable market size in the future, and they want to see a competitive edge. If you have a massive market it probably means there are people in it already. Ideally, you want to find a company entering a market that will be meaningful enough with high growth rates that aren’t over-saturated. An example of this is nonalcoholic beer. It isn’t as saturated as the IPA sector, but it’s meaningful and on the rise. Customer Engagement You can measure customer engagement in a variety of ways. Engagement can happen on the company’s social channels, through different marketing activations, and through other methods being used to reach customers outside of digital channels. Omni Distribution Investors should look for companies with omnichannel forms of distribution. Single-channel and single customer models lead to too much concentration. Also, more channels require more brand awareness opportunities. Getting distribution is hard for the CPG producer. The big firms block out the small firms. Look for companies that have found creative ways to bring the product to market. CPG Takes Time Everything in CPG takes longer than you expect. When you’re investing in a CPG company, you have to be patient. Unlike software, the startup cannot go from one to one billion users overnight. It takes a long time to bring the product to market. The company has to prepare its packaging, get production up and running, be ready to ship, acquire distribution, be able to refill orders, and more. As an investor, you have to come in knowing that it’s a longer cycle and it’s a different risk profile. Once the consumers are in that buying cycle, however, it’s a beautiful thing to see it. Read more in the TEN Capital eGuide: https://staging.startupfundingespresso.com/trends-in-cpg/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Trends in CPG

3 min read  Let’s look at some trends in CPG in this Post-COVID World. The consumer packaged goods sector consists of companies that manufacture and sell products for consumer use. Examples of consumer packaged goods include mainly food and beverages, but also cosmetics and cleaning products. Solid trends are being seen in the CPG market today, many of which are being derived out of COVID-related necessities. COVID has changed the way we look at, interact with, and, most importantly, shop in our society today. It is no longer enough for a product to taste good; it must also fill a specific need. We have new drives and values, and everything we purchase should align with this in one way or another. This desire for more has led to an industry-wide focus on health, wellness, and function. Functional Beverages The functional beverage sector is now approaching 100 billion dollars a year. The functionality of beverages has moved in step with the functionality and food-as-medicine trends seen recently in the food and supplement spaces. This macro trend is no longer sufficient that a food or beverage product isn’t bad for you or that it’s dye compliant. This product must also do something positive for you. Functional benefits can include cognitive health, pre-workout, post-workout, collagen for your skin and joints, digestive health, immunity building, anti-inflammatory, or combinations of these categories like hydration and wellness. What we’re seeing is a lot more dialed-in nutrition that is tied to different functions, whether those are probiotics and gut health with drinks like kombucha, or sleep aids with drinks that contain magnesium citrate and melatonin. We’re also seeing significant growth on a focus on working from home. Functional beverages that allow you to focus, work, watch your children, and teach school all at the same time are causing a lot of growth across the functional beverage industry. Health and Wellness Another trend being observed in CPG is the movement towards using clean ingredients and promoting wellness. Consumers are getting more intelligent and more sophisticated about what elements are going into the food and beverages we consume. The fewer ingredients- the better. The less processed- the better. The cleaner the ingredients- the better. And we’re just as focused on what we’re applying topically because that’s a part of overall health and wellness. The growth of the natural channel and the healthy alternatives is a long-term trend, and it’s not going to slow down; if anything, it’s going to speed up. This creates a tremendous opportunity for new CPG brands to continue to innovate and move into this space. We now see a move to meatless and vegetable-based proteins, products with low or no sugars, fats, or salts. In wellness, there has been a heightened focus on calm and anti-anxiety-oriented products. Cognitive functionality is a significant and growing trend in food and beverage. Understanding the ingredients set that are available to address ways in which you can get both taste and efficacy is vital. Read more in the TEN Capital eGuide: https://staging.startupfundingespresso.com/trends-in-cpg/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Healthcare Trends in a Post COVID-19 World

2 min read Covid is going to be a long story, but the silver lining is the positive changes we will see in the healthcare sector. These changes point to lofty opportunities for investment. Let’s look at the foreseeable healthcare trends post-COVID. What do current experts in the field see coming up, what sectors have COVID-19 accelerated, and what future trends and changes in the healthcare industry should the investor look for? Bottom-Up Budgeting In pharma and the medical device space, we see that companies cannot spend as much money as they have been able to in the past. They cannot get into hospitals and operating rooms or conduct clinical trials as they were able to before COVID because of the amount of space and resources required to manage the disease. These restrictions also cause the spending lifecycle of a medical company to change. Typically, the most considerable output of resources happens in the middle of their life when they reach clinical trials. However, companies now cannot use the planned funds in this way, which means that they need to rethink and strategize their budget. By doing this, they can cut between 20 and 30% of the G&A budget, which allows them to at least a few more months, which hopefully can get them out of COVID and raise money easier again. As an investor, this means that you should be looking at a medical company’s bottom line. The new environment being created in the healthcare sector calls for bottom-up budgeting. Companies need to understand the cost, their time to market, and what they need to succeed. Re-evaluation of Orphan Drugs A hugely positive trend we see resulting from COVID is the re-evaluation of orphan drugs. Orphan drugs are government-funded pharmaceutical agents used to treat rare diseases. They are typically easier to get through the FDA, and pharma companies can sell them at high prices. But due to changes in the U.S. government, the cost of orphan drugs is going to be re-evaluated. This is a significant shift, which we have already begun to see and will continue to become even more substantial. This shift means two things. One is that orphan drugs won’t be as valuable to invest in. The other would be a redirection of funds to other circuits such as cancer drugs. Increased Government Investing in Medical Infrastructure The world is seeing that the medical infrastructure is globally underfinanced. We are experiencing the missing number of beds, doctors, nurses, and more. Over the next decade or two, the government will be investing more capital in infrastructure in medical systems- good news for the big med-tech companies, and this increased funding will put pressure on hospitals to turn out much better results. We’ll likely see hospitals shift towards using home treatment digital health monitoring at designated clinics to shorten the required length of stay a patient has to go to the hospital for care. These things can only be done with technology. Read more in the TEN Capital eGuide: TEN Capital eGuide: Investor Perspectives on Chronic Pain Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

The Effects of COVID-19 on the Healthcare and Chronic Pain Markets

4 min read What will be the COVID impact on Healthcare and Chronic Pain Markets? Effects on The Healthcare Sector The current focus on COVID-19 and things around it will eventually run its course. But the post COVID impact on healthcare-investment opportunities is going to be tremendous. Changes and advancements in healthcare technology are predicted to skyrocket, from non-touch transactions and telehealth advancements to AI-enabled procedures. Hopefully, there will be fair outcomes for the patients, providers, the healthcare system, insurers, and investors because when everything works in balance, it’s a win for everyone. In the beginning, there was also a lot of uncertainty related to investments in companies in therapeutics or MedTech because no one knew how COVID-19 would affect their clinical trials. Overall, however, the pandemic has had a positive impact on investment in the healthcare sector. For example, diagnostics is a field that does not get reimbursed very well and is therefore presents a risk for investors. Since diagnostics plays such an essential role in COVID-19 procedures, there have been a lot of financing of new diagnostic tools and an increase in reimbursement, especially in infectious diseases. The other sector that is seeing an increase in funding is digital health. Not all sectors have been so lucky, however. Their highest margin of loss is on optional procedures and non-critical procedures. Many of the hospitals’ cash flow has been severely hurt by COVID, causing them to rethink, and a lot of them are cutting back on things like adding new facilities. Bringing healthcare to the top of the mind on all fronts has highlighted and made transparent some of the inequities in the developing markets and the developed healthcare markets. This has worked to charge subsectors of the industry such as telemedicine, remote-patient monitoring, and point-of-care diagnostic. One of the most significant changes COVID has had on the industry is the way we view healthcare. A good analogy is the way our views on phones have adapted to the technology. In the past, when you would think of a phone, you would think of a physical location. When you had someone’s phone number, you were calling a place. Through cellular phones, they’ve changed the way we view this process. Your phone number is you now, no matter where you are. And that’s what we’re seeing happen in healthcare. One area that is changing in this way is triage. Triage is how you determine who should be seen and when. We can now add to that equation how. Positive things are happening in the healthcare industry. We’re getting better utilization of our resources and hopefully will provide the best healthcare solutions for people at a more reasonable price point. Changes in Business Operations Everyone is aware of how the all-hands-on-deck routine went when COVID first broke out. Many current business activities were shut down, and in turn, many new activities such as massive refocusing on vaccines and personal protective equipment. There was enormous redirection involved, moving assets and money from one effort to another, which always creates a disruption. The shutdown has disrupted our country’s economic health as well, meaning companies even unrelated to COVID-19 have been massively affected along with venture investment, venture capital, and investors. Stressors across all industries are leading to change, especially in the healthcare sector. The changing of regulations that have been overdue for revisiting, such as those restricting the Medicare programs from reimbursing anything related to telehealth, are being accelerated. Even the FDA has been pressured to accelerate the deployment of reviewing technology, policies, processes, and procedures. Hopefully, these items that the FDA was forced to expedite will stick after the pandemic is over. Some of the most prevalent changes we see as a result of COVID is companies going remote and digitizing their processes. The ability to change in these ways is an excellent indicator of how flexible and agile some of the larger companies in an industry are or are not. Any startup has to be nimble on its feet and ready for a surprise at any time. They rarely, if ever, have funding to throw money at problems. They need to be creative and reactive in their response to opportunities as well as negative surprises. COVID has made this all the more relevant. Companies need to be able to adapt quickly to customer changes, even if it’s a matter of them being able to access them differently and with separation. The reality of the situation is that some business practices are not available to us now, and companies have to be agile and react to them to survive. Changes in Production COVID had the impact of accelerating some parts of an industry and de-accelerating other parts. In the healthcare space, vaccine development, manufacturing, and clinical trials were vastly scaled-up along with an unusual amount of business opportunities for otherwise commodity products. There is significant opportunity in hand sanitizer, face masks, gloves, office cleaning, and sanitizing services. It’s remarkable how many commodity products and services that have not been historically tremendous growth opportunities are now a lucrative direction for some businesses. We see some companies pivoting to fill that gap, while other companies are doing it to overcome loss of traction on their core business. At some point, this is all going to come to an end. There will be warehouses and warehouses full of hand sanitizer from 50-500 companies that never existed before. It will be interesting to see how that is set aside, ignored, or disposed of when companies redirect back to business as usual. One thing we have already seen as an effect of these changes is the redirection to bring manufacturing and other operations back to the U.S. Even if a factory in Shanghai can ramp up production to provide double or triple the assets in a short time, that doesn’t mean we can physically get it here quickly. This has led to a trend in onshoring manufacturing capacity that will likely remain. The pandemic has also

Changes in the Wine Space

2 min read We now live in a time when the internet has disrupted virtually every industry, from retail, to music, publishing, and travel, many agree that the internet has forever changed the way the world works. Yet there remains a relatively untouched industry. The Wine Space has yet to see the disruption that other industries have faced. Only 5% of wine in the United States is currently sold online. Considering we live in a world driven by the internet, this is a strikingly low number. That may be set to change. What we are now seeing in this industry are some massive shifts primarily driven by Millennials. Millennials tend to be at the forefront of new technologies and are responsible for driving a large number of sales. They tend to be much more digital, and their buying habits reflect that, even when it comes to alcohol. Another trend the wine space is currently seeing is due to the seismic shift we’ve experienced because of COVID-19. The pandemic has caused a massive fundamental change in buying habits across all demographics, which spells good news for the industry and points to the potential of having a tremendous social impact. Within the wine space, vineyards and wine stores are predominantly owned and run by immigrants. According to the data provided by Yahyn, a platform that brings together retailers and vineyards with a focus on Amazon-like convenience to purchasing, 60% of both wine stores and vineyards are owned and operated by immigrants. In certain cities that have a higher concentration of immigrants, that number jumps up to 90%. As the industry continues to evolve and more purchases happen online, we’re likely to see an increase in business for these shops and vineyards. While the economic impact is a positive for the industry, the potential social implications could mean great things for these immigrant operated businesses. Read more: https://staging.startupfundingespresso.com/eguide/ Hall T. Martin is the founder and CEO of the TEN Capital Network.TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

The Future of Work

2 min read The US workforce has faced a tough time amid the COVID-19 pandemic. Currently, the United States is recording over 43 million people unemployed across the country. As the US struggles to find normalcy, many people are wondering: So what is the future of work? The truth is, there’s a lot of exceptional talent out there looking to get back to work and struggling to find the means to do so. The US previously had a problem with employers struggling to find the right talent; this is no longer the case as the scales have shifted. We now have employers struggling to find the right talent amidst thousands of resumes. There are an overwhelming number of qualified applicants to sift through to find the person who is the right fit for both the job and the company. Since so many people are looking for work, there has been a massive uptick in opportunities for upskilling. These people are essentially looking at how they can reskill themselves to get back into the workforce. As a result, online learning platforms like Udemy and Coursera have exploded in popularity, especially considering the current restrictions placed on traditional learning. As businesses attempt to get back to productivity, there has been a significant rise in remote work as both employers and employees adjust to a new working way. While remote work has been rising in popularity, what we see happening is a shift from popular to essential. As we look towards the future of work, we’re going to see continued changes away from what has long been considered the traditional workforce. Remote work, upskilling, and online learning are becoming the “new normal” and providing the building blocks to shift work as we know it altogether. Read more: https://staging.startupfundingespresso.com/eguide/ Hall T. Martin is the founder and CEO of the TEN Capital Network.TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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