VC FUNDING ENCOURAGING INCLUSIVE INVESTORS TO REMEMBER EQUITY
by Shannon Ferguson
It’s admirable and the change is happening but as a woman in sports-tech I am noticing a trend. People like to invest in businesses they “get.” People like to invest in companies that speak to them and founders they can relate to. I feel like I fit into both categories but neither category, all at the same time. I personally have come to realize that not a ton of women investors can relate to me and my journey and while men seem to easily relate to my business, they don’t necessarily feel that bro-connection they do with my co-founder, Kris.
SPOTLIGHT ON BUSINESS MAGAZINE • JANUARY/FEBRUARY 2022 There is a huge push for women investing in women. We’re all working towards getting more females funded and I have been doing my part to get my voice heard as we push to move the dial past the 2.7 percent of female founders receiving VC funding. B eing a woman growing a sports-tech startup has been incredibly exciting, chal- lenging and, at times, frustrating. Most of the time I’m so busy with my head down, focusing on meeting and exceeding the next milestone that I don’t even recognize how I’m constantly vying for my voice to be heard. But not just in the male dominated sports industry. I have recently recognized that I also feel like I don’t fit in with women-led investor groups either.
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JANUARY/FEBRUARY 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
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