My guests today are Aditi Dash ( https://twitter.com/aditi_sf ) and Joe Hovde ( https://twitter.com/Jhovde2121 ) from CircleUp ( https://circleup.com/ ). CircleUp Growth Partners is an early-stage consumer fund that takes a data-driven approach investing in compelling companies. Aditi is one of the investment partners and Joe is one of the data analysts. This is a fascinating conversation about building a data base for the private markets and using that data base as a tool to help make investment decisions and discover trends in CPG. Some of the questions I ask Aditi and Joe: * Let's start at the beginning. What was each of your attraction to working with consumer brands and the private markets? * For those that aren't familiar walk us through a little bit of the history of Circle Up. * One of the difficulties in the private markets is that company information is private. I understand that you are building a platform to help make investment decisions based on data, but what's that process of convincing a company to share its metrics and data with you? * How has the platform helped make investment decisions? * What are some of the ways that you've been able to leverage data? * What is the relationship between data and how you make decisions when it comes to investing? * How do you make sure you don't overindex on the data when analyzing a company to invest in? * What are the most important metrics * Has the platform led to help you discover new trends? * What are some of the trends that you are most excited about? * Walk us through your due diligence process. * What makes a strong founding team? * What's one thing that you would change about venture capital? * What's the best piece of advice that each of you've received? * What's one piece of advice that you have for founders?