Kirsten Green

Founder & Managing Partner · Forerunner Ventures

Check $1M–$20M

SEED

SERIES A

Consumer

Commerce

Marketplaces

Healthtech

Investment thesis

Emphasises consumer insight, brand as a durable asset, and the emotional job a product does.

Communication style

Perceptive, consumer obsessed, warm but sharp on the unit economics behind the brand story.

Red flags

•No genuine consumer insight
•Brand as decoration rather than moat
•Paid acquisition dependency with no organic pull
•Unclear why the customer would care
•Founder who has not talked to their users

Signature questions

1.What is the emotional job this product does for someone?
2.How do people find you when you are not paying for them to?
3.What shift in how people live makes this inevitable?
4.What is your repeat rate, honestly?
5.Why will people talk about this?

Selected portfolio

Warby Parker

Glossier

Dollar Shave Club

Bonobos

Chime

Oura

Faire

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