2x Consumer Products Growth Partners’ Sharon Kieffer named Top Woman in Grocery

Sharon Kieffer – Managing Partner, 2x Consumer Products Growth Partners – today was named among the Top Women in Grocery by Progressive Grocer.  Leveraging a 20+ year career as a successful innovator and business builder in consumer packaged goods, she was recognized for her work in building the brands of the future through an combination of industry expertise and capital infusion.

Prior to joining 2x Partners, Sharon was an executive at PepsiCo and Kraft Foods where she leveraged her strong consumer and business insights to create and build over $2 billion of new CPG businesses around the globe. Most notably she worked to launch Aquafina and Starbucks ready to drink beverages in the US and expand the Philadelphia and Kraft cheese brands into new categories internationally. Today, she is focused on working alongside entrepreneurs to help create the next generation of differentiated and high growth CPG businesses.

Sharon began her marketing career in advertising at Leo Burnett, working on personal care and paper businesses. She spent the next 18+ years rising through the ranks in Marketing and Innovation at Kraft Foods, Fort James and PepsiCo. Most recently, Sharon was the VP of Global Innovation at PepsiCo where she led disruptive innovation efforts for the Quaker brand and Global Nutrition Group around the world.  Sharon received both a B.B.A. and an M.B.A from the University of Wisconsin.

She enjoys spending time with her husband and twin boys and pursuing her passions of athletics, the outdoors and health and wellness. She is an avid Badger and Packer fan, has completed two marathons, biked through Italy and enjoys hiking whenever possible.

2x Partners: What Info To Share With Investors

We’re regularly asked “what should we show investors”?  While there’s no one answer, we’d suggest having:

(1) One page exec summary – see an example in the Entrepreneur Resources section of our website

(2) Short powerpoint that “tells the story” … Guy Kawasaki does a great job talking to his 10/20/30 rule:  ten slides, last no more than twenty minutes and contain no font smaller than thirty points. See http://blog.guykawasaki.com/2005/12/the_102030_rule.html for more details.  Well said Guy!

(3) Detailed bottoms-up (vs. “there’s a billion people in the addressable market and we can get 0.5%, so ….) financial model in excel.
(Please don’t ever send anyone a PDF of a model – it defeats the purpose of being able to see the assumptions etc.)

(4) OPTIONAL – and more for your use than investors in our opinion – a detailed biz plan in word format.  Keep it <30 pages including summary of the financials etc.  But it’s place to play out all your details and assumptions.  Often, it’s a way a founder can see the gaps in their own plan that might not be obvious in a shorter PPT.

And, if you’re interested in a deep dive, there’s a great workshop coming up.  There’s nothing in it for us … but we know what great reviews these workshops get.  And, first time they’re being done in Chicago.  Check out http://www.naturalconsulting.com/seminars/finance-seminar-networking-event.

2x Partners Shares Interesting Post from George Deeb’s Red Rocket Blog

Check out George Deeb’s RED ROCKET BLOG overall and especially his TEN LESSONS post from this time year ago.  Worth noting (or revisiting if you’ve seen it.

# 1:  Drivers of Success for Startups. Do I have a Good Business Idea?  http://redrocketvc.blogspot.com/2011_02_01_archive.html.

# 2:  Building the Right Team for Your Start-Up.  http://redrocketvc.blogspot.com/2011/03/lesson-2-building-right-team-for-your.html.

# 3:  The Importance of Timing and Luck for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-3-importance-of-timing-and-luck.html.

# 4:  How to Raise Capital for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-4-how-to-raise-capital-for-your.html.

# 5: Finding Angel Investors for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-5-finding-angel-investors-for.html.

# 6: Structuring Strategic Partnerships for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-6-structuring-strategic.html.

# 7: Key Components for Writing a Business Plan.  http://redrocketvc.blogspot.com/2011/03/lesson-7-key-components-for-writing.html.

# 8: Startups Require Flexibility to Optimize Business Model.  http://redrocketvc.blogspot.com/2011/03/lesson-8-startups-require-flexibility.html.

# 9:  Spreading Equity to Key Employees and Partners.  http://redrocketvc.blogspot.com/2011/03/lesson-9-spreading-equity-to-key.html.

#10: How Best to Approach VC’s or Angel Investors.  http://redrocketvc.blogspot.com/2011_03_01_archive.html.

Beanitos and 2x Consumer Products Growth Partners ready to take bigger bite from snack market together

January 5, 2012 (Austin, TX and Chicago, IL) — Today, Beanitos brand bean chips announced a substantial investment by 2x Consumer Products Growth Partners (“2x Partners”) and Managing Partners Sharon Kieffer and Andy Whitman joined the company’s board of directors. In addition, Sweet Leaf Tea founder and former CEO Clayton Christopher has invested in Beanitos, Inc. and joined the board. Together they will leverage their expertise and work closely with Beanitos CEO Doug Foreman and the management team to build the business.

“It looks like the new year is off to a great start. We’re proud that the 2x Partners team is now on board with Beanitos,” says Foreman. “Their experience working with both Fortune 500 companies and savvy entrepreneurs will help Beanitos become a dominant marketplace brand that much faster. We’ve got a great product and now our resources and team are even stronger.”

Beanitos is a leader in the better-for-you snack category. According to SPINS, the leading provider of natural product industry data, Beanitos is the #1 growth brand in sales dollars and product volume in the corn chips, tortilla chips and all other snacks categories. Foreman says, “Beanitos launched in 2010 and our sales are already surpassing our original goals. Americans are looking to eat healthier and Beanitos is helping them do it.” Beanitos bean chips are made from whole pinto and black beans … and a 1.25 oz. bag packs a whopping 6 grams of protein and 6 grams of fiber. All four flavors — Black Bean, Pinto Bean & Flax, Chipotle BBQ and Cheddar Cheese Pinto Bean — are gluten-free, corn-free, low glycemic and non-GMO.

“The 2x Partners team evaluates hundreds of companies a year, looking for branded consumer businesses that are both highly differentiated and have strong growth potential,” commented Kieffer. “We believe in Beanitos because of the product’s great taste, strong nutritional profile, sales and the management team’s successful track record in the better-for-you snack space. We’re looking forward to working with the management team in growing this exciting and innovative company.”

Terms of the investment were not disclosed.

About Beanitos

Beanitos, Inc. produces and distributes Beanitos brand bean chips — great-tasting, natural and healthful snack chips. The company is dedicated to the research and development of delicious and innovative all-natural healthful food products centered on the powerfully nutritious yet humble legume. Beanitos is an Austin, Texas-based company, formed in 2009 by brothers Doug and Dave Foreman, who together have more than 60 years of food industry expertise, primarily focused on the better-for-you and natural snacks space. Learn more at www.Beanitos.com.

About 2x Consumer Products Growth Partners

2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 375 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care — particularly in the organic/natural, specialty/gourmet and ethnic sectors. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Orabrush bad breath eliminator, Tasty Bite Indian foods, MegaFood & Innate Response nutritional supplements, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.