In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Sumeet Shah, founder of VHS Ventures, to explore what founders need to know about the diligence process, from balance sheet health checks to building the kind of trust that makes investor-founder relationships last.

Sumeet brings over 14 years of experience across consumer investing, private equity, and venture capital. His journey spans early work with PE-backed consumer brands, helping launch Brand Foundry Ventures, early backer of Allbirds, Cotopaxi, and Yumi, and Swiftark Ventures, before ultimately founding VHS Ventures in 2023, a firm built around what he calls a "village mentality." VHS fully deployed its first fund into 20 companies in just 18 months.

Throughout the conversation, Sumeet breaks down VHS Ventures' circular thesis across consumer products and commerce infrastructure, explains why contextual commerce is the next evolution beyond omnichannel, and shares his firm's rigorous yet relationship-driven approach to diligence. He dives deep into why he prioritizes balance sheet health over P&L optics, walks through liquidity ratios including current vs. quick ratio and cash conversion cycle, and explains why the "why" behind the numbers matters just as much as the numbers themselves.

Sumeet also opens up about what a first investor meeting should actually feel like, a conversation not an interview, why transparency is non-negotiable in the founder-investor relationship, and why not every great company needs to be venture-backed. He closes with a reminder that investors, including himself, are approachable and encourages founders to reach out genuinely.

If you're fundraising, evaluating potential partners, or just want to understand how experienced investors think about your business's financial health, this episode is packed with both insight and heart.

Listen in as they discuss:

Sumeet's journey from PE to Brand Foundry to Swiftark to VHS Ventures VHS Ventures mandate: pre-seed to seed focus, $250K–$500K checks scaling to $1–3M through Series A
The "village mentality" and how LPs, board members, and founders all share in success
Contextual commerce and the evolution beyond omnichannel
Commerce infrastructure and the role of AI in supply chain and customer profiling Diligence deep dive: why balance sheets matter more than P&Ls Current ratio vs. quick ratio and what they reveal about financial health
The cash conversion cycle and what it means for wholesale brands
Why transparency in diligence is the foundation of the founder-investor relationship
What a first investor meeting should feel like and what fit really means
Advice for founders: eternal curiosity, resisting ecosystem pressure, and finding your believer
Breaking into consumer investing: building your platform and finding your passion

Episode Links:
Sumeet Shah — Founder & Managing Partner, VHS Ventures
LinkedIn: https://www.linkedin.com/in/sumeethshah/
Company LinkedIn: https://www.linkedin.com/company/vhs-vc/
Website: https://www.vhs.vc/

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Episode music by Super Fantastics