What does it take to transition from sprinting as a founder to pacing yourself as an investor?
In Season 3, Episode 2 of The Turning Pro Podcast, Ellis Fried, Vice President at Vanttera Ventures, shares his journey from founding Smpl - a functional snack brand sold in Urban Outfitters and Bloomingdale’s - to helping early-stage consumer health companies scale and succeed.
Whether you're an entrepreneur or an aspiring investor, Ellis’s insights on pivoting during challenges, mastering fundraising, and supporting startups provide invaluable lessons for navigating today's business landscape.
Ellis built his first company, Smpl, after studying economics at the University of Michigan. Running a business during the pandemic, however, forced him to pivot several times. Eventually, Ellis realized he wanted to impact multiple ventures, not just one. His background in operations provided a foundation for success in venture capital, where he could combine his finance expertise with real-world empathy for founders.
Founders sprint through daily fires, while investors adopt a marathon mindset, making calculated, long-term decisions. Ellis reflects on this shift, noting how his operational experience helps him better support startups facing challenges like partnerships, business development, and scaling timelines.
Raising capital in today's cautious venture environment is tougher than ever. Ellis emphasizes that founders should let the market dictate valuation rather than entering funding rounds with rigid expectations. Staying capital-efficient and extending runway are critical for success.
At Vanttera Ventures, a lean team of fewer than 10 people means everyone contributes across sourcing, diligence, and portfolio support. This setup creates a startup-like environment within the fund, enabling closer collaboration with founders and tailored strategic advice.
For Vanttera portfolio companies, Ellis focuses on specific needs like mergers and acquisitions (M&A) and strategic scaling. For example, with MixLab, a pet pharmacy company, Ellis led weekly M&A calls to help the business acquire smaller competitors—proving that strategic partnerships can drive exponential growth.
Vanttera’s investment thesis centers on digital health, branded products, and enabling technologies. Ellis highlighted the rise of all-in-one SaaS solutions that consolidate multiple functions, saving companies time and money. He also shared his bullish outlook on infrastructure plays in psychedelics, such as Journey Clinical, which empowers therapists to offer cutting-edge treatments safely.
Ellis's venture capital journey wasn't traditional. Vanttera wasn’t hiring when he joined, so Ellis "carved out" his role by adding value—helping source deals and writing investment memos. His proactive approach exemplifies how to stand out in a competitive industry.
Ellis shared how consistency in his personal life, including daily routines and long-term stability, enables him to focus professionally. Unlike the relentless pace of founding, the methodical rhythm of venture investing provides more room for a balanced life.
Ellis describes his “turning pro” moment as the day he secured the first check for Smpl. That initial breakthrough, he says, builds the momentum that fuels future success. Whether you're a founder raising your first round or an investor closing your first deal, the leap from zero to one is the hardest—but also the most rewarding.
For early-stage founders, Ellis's story offers tactical advice on navigating today’s venture landscape:
Network smartly: Build relationships with funds and investors aligned with your vision.
Stay capital-efficient: Plan for higher milestones and longer fundraising cycles.
Add value first: Whether pitching to investors or joining a VC firm, proactively demonstrate your worth.
This episode highlights that entrepreneurship and investing share a common thread: empathy, persistence, and the willingness to learn.
Catch the full conversation with Ellis Fried on The Turning Pro Podcast! Available on YouTube, Spotify, and Apple Podcasts.
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