Coffee N° 5 with Lara Schmoisman

Episode: Funding the Right Way: Venture Capital, Marketing & Founder Strategy with Laurel Mintz
Release Date: January 6, 2026
Guest: Laurel Mintz (General Partner at Fabric VC, founder of Elevate My Brand)
Host: Lara Schmoisman

Episode Overview

This episode launches 2026 with an honest, insightful conversation about the realities of funding a business, navigating venture capital as a founder, and the key role of marketing in scaling startups. Lara Schmoisman welcomes long-time friend and multi-hyphenate Laurel Mintz to discuss the journey from marketer to venture capitalist, the common misconceptions founders make about funding, and actionable advice for those aiming to secure investment the right way.

Key Discussion Points & Insights

1. Laurel Mintz’s Non-Linear Path to Venture Capital

• Laurel’s journey: Started in M&A law, briefly served as interim CEO in the family business, then founded a marketing agency (“Elevate My Brand,” now 17 years old).
• Her dual expertise in marketing and investment led to the founding of Fabric VC, motivated by a lack of diversity in funding and the desire to generate returns and positive impact.
  • Quote:
    “Doing good and doing well are not concessionary. We can do both simultaneously—do good things in the world and make a lot of money.” — Laurel Mintz (04:07)

2. Understanding the World of Venture Capital: GP & LP Explained

• Definitions broken down (04:27–05:25):
  • GP (General Partner): Runs the fund, makes investment decisions (Laurel’s role).
  • LP (Limited Partner): Investors who commit capital to the fund.
  • Laurel is passionate about demystifying venture terminology for women and minorities, aiming to break down barriers to participation.

3. Fabric VC’s Investment Approach

• Investment Thesis: Diversity-first, focusing on consumer tech, health tech, and fintech.
• Unique diligence process: Uses marketing listening tools for due diligence—borrowing software from agency life to assess market fit and verify companies’ claimed metrics.
  • Quote:
    “I bet I could use that software on the fund side as a de-risking mechanism ... that’s our extra secret sauce.” — Laurel Mintz (06:19)

4. Pitching: More Than Just Asking for Money

• Fabric holds quarterly pitch days—6 companies, 10-minute pitches, 10 minutes of real-time feedback from investors and founders.
• The dual purpose: founder education and ecosystem building, since “we can't write checks to everyone” (07:20–08:22).

5. What Makes a Great Pitch Deck?

• Founders must know their numbers—“That’s number one.” (09:34)
• Deck structure should be clear and concise:
  • Problem & solution
  • Why this team
  • Product-market fit
  • Market sizing (TAM/SAM/SOM)
  • Realistic projections
• Appendices or data rooms for more detail; don’t clutter the main deck.
  • “The shorter the deck, the better ... don’t be clever for clever’s sake.” — Laurel Mintz (09:34)

6. Stage of Investment & Market Realities

• Current market is less willing to fund “just an idea”; pre-seed/idea-stage checks are rare.
• Laurel cautions against “tourist founders”—those entering with shallow ideas and unrealistic expectations, especially post-AI investment surge (11:34–13:13).
• The “dumb money/dumb valuation” era is over; startup founders now need solid proof of concept.

7. The AI Hype & Caution

• AI is not new but is currently a buzzword in pitches.
• Laurel scrutinizes AI claims, demanding proof of actual proprietary tech or data and warning that “94–96% of all AI companies are failing or will fail.” (14:23)
  • Quote:
    “Do you really have AI, or are you just pitching me something you think you can build?” — Laurel Mintz (13:33)

8. Transparency and Authenticity in Decks

• Don’t overstate affiliations or business relationships—be clear and honest.
  • “If you put an affiliation, [it] need[s] to be a business relationship already.” — Lara Schmoisman (16:05)

9. The Intangibles: How Laurel Decides to Invest

• Beyond diligence, Laurel looks for a “visceral reaction” to founders genuinely solving a real problem—
  • “The backs of my knees literally start to sweat.” (16:49)
• Communication skills are a major success indicator; one founder received an investment partly due to her outstanding, consistent investor communications (17:51–18:53).
  • “You have communicated better with me, more consistently, so intentionally, more than any founder I've ever talked to.” — Laurel Mintz (18:36)

10. Founder Roles & Self-Awareness

• Founders must know their role—some should not be CEO or the company’s face during the pitch.
  • “It’s shocking to me how many times I get pitched by a founder who should not be the CEO.” — Laurel Mintz (19:26)
• Coachability and openness to feedback are non-negotiables—ego is a deal-breaker for Laurel.

11. The Agency Perspective: Lessons in Client Management

• Both host and guest agree: they fire clients who won’t take feedback.
  • “It burns out my team ... A client that doesn’t listen is more frustrating than a client with a ton of deadlines or a lot of work.” — Lara Schmoisman (21:48)

12. Trends for 2026: Where the Money Is

• Yes, there are opportunities for funding in 2026, especially for the right founders and at the right terms in a less inflated market.
  • “This is when real money is made—when markets are constricted ... I capture so much more value for my dollar now.” — Laurel Mintz (23:01)
• VC money isn’t for everyone or every stage—alternatives abound, and VC is “expensive” and comes with control.

Notable Quotes & Memorable Moments

• On Diversity & Returns:
  “When diverse founders do receive funding, we return on average at a 25% higher return rate.” — Laurel Mintz (03:55)

• On Decks:
  “I hate to see decks that are too clever for clever’s sake.” — Laurel Mintz (09:34)

• On AI:
  “People pitch to raise millions of dollars on an AI concept, when really they should be layering it ... on top of an existing GPT model.” — Laurel Mintz (14:23)

• On Listening/Coachability:
  “If ... you have so much ego to think that you know all these things and aren’t going to take feedback from a seasoned expert ... you’re not going to be a good fit for my money.” — Laurel Mintz (20:37)

Key Timestamps

• Laurel’s background & motivation for Fabric VC … 01:45–04:07
• Explaining GP/LP & funding inclusivity … 04:27–05:25
• Investment process & unique marketing-led diligence … 05:35–07:01
• Pitching advice & “pitch day” format … 07:01–08:22
• What makes a winning deck and investment decision … 09:34–11:26
• Market trends and realities—seed funding and the AI wave … 11:26–15:07
• Authenticity in decks—relationship “smoke and mirrors” … 15:07–16:30
• What triggers a “yes” from Laurel and importance of founder communication … 16:49–18:53
• On roles, coachability, and agency experience … 19:05–21:48
• 2026 funding landscape & finding the right capital … 22:26–23:39

Closing Light Moment

• Laurel’s coffee: She swears by her xbloom machine (“live grinds,” precise pour-over, sugar-free vanilla; 23:56).

Summary Takeaways

• Funding isn’t just about capital—it’s as much about communication, diversity, transparency, and finding the right investor.
• The market has matured: ideas need traction/proof, and AI hype is scrutinized more than ever.
• Founders need to know their business inside out, be open to feedback, and play the right role in their organization.
• Successful pitches are clear, concise, and honest. Decks should tell a compelling, straightforward story, not obscure with jargon or bravado.
• Venture capital is not one-size-fits-all—alternatives matter, and not every business is a fit for VC.

For full details and more episodes, visit laraschmoisman.com or check the episode notes.