{"id":20210,"date":"2021-10-25T17:01:51","date_gmt":"2021-10-26T00:01:51","guid":{"rendered":"https:\/\/foundersnetwork.com\/?p=20210"},"modified":"2021-11-02T15:49:00","modified_gmt":"2021-11-02T22:49:00","slug":"how-to-succeed-as-a-niche-startup-founder","status":"publish","type":"post","link":"https:\/\/foundersnetwork.com\/how-to-succeed-as-a-niche-startup-founder\/","title":{"rendered":"How to Succeed as a Niche Startup Founder"},"content":{"rendered":"<h3><span style=\"font-weight: 400;\">The sleep industry is a billion-dollar business and is continuing to expand. Every day medical professionals and the general public are now focused on getting more and better sleep as part of an overall strategy for better health.\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/memasterson\/\">Michael Masterson<\/a>, co-founder and managing partner of investment firm <\/span><a href=\"https:\/\/www.supermooncapital.com\/\"><span style=\"font-weight: 400;\">Supermoon Capital<\/span><\/a><span style=\"font-weight: 400;\">, is hyperfocused on Pre-Seed to Series A stage startups in sleep. <a href=\"https:\/\/www.linkedin.com\/company\/supermoon-capital\/\">Supermoon Capital<\/a> is taking part in our <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/pitch-practice-with-jackson-square-ventures-victor-echevarria\/\"><span style=\"font-weight: 400;\">Pitch Practice<\/span><\/a><span style=\"font-weight: 400;\">, where a handful of founders will pitch for three minutes and then get direct feedback. He is also participating in the Office Hours where Angel\/Series A+ Founders Network members will have 10-minute private sessions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Takeaways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Know everything about the investor you&#8217;re pitching to<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand the problem you&#8217;re trying to solve\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine why your company should be selected and focus on why your idea is the solution to a problem.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand your customer and the competitive landscape<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hire the best people from the beginning <\/span>\u00a0<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To have a successful pitch, you should know the investor inside and out, so the <a href=\"https:\/\/foundersnetwork.com\/\">Founders Network<\/a> talked with Masterson about what makes Supermoon Capital special and how to\u00a0 successfully pitch to them.\u00a0<\/span><br \/>\n<b><\/b><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CNot%20only%20are%20we%20providing%20capital%2C%20but%20we%20have%20a%20lot%20of%20different%20ways%20that%20our%20companies%20can%20access%20different%20resources%20and%20relationships%2C%20depending%20on%20what%20their%20particular%20needs%20are.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cNot only are we providing capital, but we have a lot of different ways that our companies can access different resources and relationships, depending on what their particular needs are.\u201d - @memasterson1 <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CNot%20only%20are%20we%20providing%20capital%2C%20but%20we%20have%20a%20lot%20of%20different%20ways%20that%20our%20companies%20can%20access%20different%20resources%20and%20relationships%2C%20depending%20on%20what%20their%20particular%20needs%20are.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<ul>\n<li aria-level=\"1\"><b>Know everything about the investor you&#8217;re pitching to.\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Masterson said they&#8217;ve assembled an arsenal of sleep science resources and relationships. One part of this arsenal is their team of six leading sleep scientists in the world.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;They are not just listed on our website,&#8221; he said. They\u2019re advisors and thought leaders who are incentivized based on the performance of the fund.<\/span><\/p>\n<p>Supermoon also has SleepScore Labs as an exclusive partner. Masterson said they are the leading sleep-focused R&amp;D services company that has collected about 70 million hours of sleep data over the last decade or so.<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;<\/span>Their range of R&amp;D services are really relevant to our portfolio companies,<span style=\"font-weight: 400;\">&#8221; <\/span>Masterson said. So if a prospective founder needs testing to back up the effectiveness of their product\u2019s claims, as an example, Supermoon has access.\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">SleepScore Labs has the partnership with <a href=\"https:\/\/www.mattressfirm.com\/\">Mattress Firm<\/a>, one of the largest sleep product retailers in the industry and <a href=\"https:\/\/www.resmed.ph\/en\">ResMed<\/a>, the leading sleep apnea clinical therapy R&amp;D firm in the world, is also an investor in Supermoon.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;<\/span>Not only are we providing capital, but we have a lot of different ways that our companies can access different resources and relationships, depending on what their particular needs are,<span style=\"font-weight: 400;\">&#8221; <\/span>Masterson said.\u00a0<\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CThe%20biggest%20thing%20I%27ve%20learned%20that%20I%20would%20share%20with%20new%20founders%20of%20companies%20is%20that%20it%27s%20really%20difficult%20to%20attract%20and%20hire%20really%20good%20people.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cThe biggest thing I&#039;ve learned that I would share with new founders of companies is that it&#039;s really difficult to attract and hire really good people.\u201d - @memasterson1 <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CThe%20biggest%20thing%20I%27ve%20learned%20that%20I%20would%20share%20with%20new%20founders%20of%20companies%20is%20that%20it%27s%20really%20difficult%20to%20attract%20and%20hire%20really%20good%20people.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<ul>\n<li aria-level=\"1\"><b>Understand the problem you&#8217;re trying to solve\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Keeping up with how the science is changing and what pain point you&#8217;re trying to solve is key to a <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/how-to-pitch-an-early-stage-investor-pitch-practice-with-rogues-caroline-lewis\/\"><span style=\"font-weight: 400;\">successful pitch<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;<\/span>Sleep is moving fast right now,<span style=\"font-weight: 400;\">&#8221; <\/span>Masterson said. <span style=\"font-weight: 400;\">&#8220;<\/span>And even since we started our fund, for example, the diagnostic landscape has changed dramatically.<span style=\"font-weight: 400;\">&#8221; <\/span>He estimated an even split in the percentage of sleep studies taking place in a lab versus at home. The pandemic has shifted a lot of sleep testing to the home.\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Masterson said the pandemic will have a &#8220;legacy effect&#8221; that will impact the development of tests and devices intended for home use.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Determine why your company should be selected and focus on why your idea is the solution to a problem.<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When looking at companies to invest, Masterson said he looks for why that person is the right one to select. He&#8217;s looking for someone with a &#8220;highly relevant background and a passion for solving this issue.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Usually there&#8217;s a personal story involved that&#8217;s driving that extra gear,&#8221; he said. &#8220;That&#8217;s something that we look for.&#8221;<\/span><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CPeople%20are%20what%20make%20or%20break%2C%20in%20my%20opinion%2C%20a%20startup%20at%20the%20beginning.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cPeople are what make or break, in my opinion, a startup at the beginning.\u201d - @memasterson1 <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20210&#038;text=%E2%80%9CPeople%20are%20what%20make%20or%20break%2C%20in%20my%20opinion%2C%20a%20startup%20at%20the%20beginning.%E2%80%9D%20-%20%40memasterson1&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Understand your customer and the competitive landscape<\/b><\/li>\n<\/ul>\n<p>Since Supermoon specializes in what they call the emerging <span style=\"font-weight: 400;\">&#8220;<\/span>Night Market<span style=\"font-weight: 400;\">,&#8221; <\/span>founders don\u2019t need to explain to them why sleep is important. Instead, they need to give specific information on who their customer is, what competing products are available and why their product or service is key in helping people sleep.<\/p>\n<p><span style=\"font-weight: 400;\">Masterson said the phrase, &#8220;You can sleep when you&#8217;re dead&#8221; is just not relevant any more. He said &#8220;this older, more pervasive attitude is changing.&#8221;\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Hire the best people from the beginning<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Masterson said having the experience of being a startup founder himself was one of the best decisions he ever made. Starting a company from the ground up helped him become a better investor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;The biggest thing I&#8217;ve learned that I would share with new founders of companies is that it&#8217;s really difficult to attract and <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/how-startup-founders-should-be-hiring-their-c-suite-from-handy-founder-oisin-hanrahan\/\"><span style=\"font-weight: 400;\">hire really good people<\/span><\/a><span style=\"font-weight: 400;\">,&#8221; he said. &#8220;People are what make or break, in my opinion, a startup at the beginning.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Founders should develop the ability to attract good talent and develop them early on into leaders of organizations. Planning ahead and surrounding yourself with the right people is how a founder can succeed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more insightful feedback from Supermoon Capital, join Michael Masterson for the next Pitch Practice and Office Hours or request to join to access the many resources that Founders Network offers\u00a0or find out if you qualify for full membership <a href=\"https:\/\/foundersnetwork.com\/request\/\">here<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The sleep industry is a billion-dollar business and is continuing to expand. Every day medical professionals and the general public are now focused on getting more and better sleep as &#8230; <\/p>\n<div><a href=\"https:\/\/foundersnetwork.com\/how-to-succeed-as-a-niche-startup-founder\/\" class=\"more-link\">Read More<\/a><\/div>\n","protected":false},"author":31,"featured_media":20212,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[7171],"tags":[10831,1045,21],"table_tags":[],"class_list":["post-20210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-startup-investing-and-funding","tag-founder","tag-investor","tag-san-francisco"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.8 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Succeed as a Niche Startup Founder - Founders Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/foundersnetwork.com\/how-to-succeed-as-a-niche-startup-founder\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Succeed as a Niche Startup Founder\" \/>\n<meta property=\"og:description\" content=\"The sleep industry is a billion-dollar business and is continuing to expand. 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Our platform, programs and high-touch service facilitate authentic experience sharing, warm introductions and long-term professional relationships. Additional benefits include over $1M in startup discounts and mentorship from 50+ Institutional Investors. Members are located in San Francisco, New York City, Los Angeles, Vancouver, Toronto, London and other tech hubs. Each month our Membership Committee admits a new cohort of full-time tech founders who are nominated by an existing member.","sameAs":["http:\/\/foundersnetwork.com","https:\/\/www.facebook.com\/foundersnetwork","https:\/\/x.com\/foundersnetwork"],"url":"https:\/\/foundersnetwork.com\/author\/foundersnetwork\/"}]}},"featured_image_data":{"src":"https:\/\/foundersnetwork.com\/wp-content\/uploads\/2021\/10\/Fn-IRL-2019-103.jpg","alt":"Michael Masterson","caption":""},"_links":{"self":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts\/20210","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/comments?post=20210"}],"version-history":[{"count":0,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts\/20210\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/media\/20212"}],"wp:attachment":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/media?parent=20210"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/categories?post=20210"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/tags?post=20210"},{"taxonomy":"table_tags","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/table_tags?post=20210"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}