founder: Investors must relate to your customers

02/7/2013 | The Next Women

The idea for grew out of the life experiences of founder and CEO Sheila Marcelo, who struggled to find childcare while completing college. Marcelo's company has raised $111 million in funding since 2006. A key to successful fundraising is making sure investors can relate to the needs of those who will use your product, Marcelo says. "That was especially important for me in selling the story because women make the majority of the caregiving decisions for their families but most VC rooms are overwhelmingly male," she said.

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