Incu
Live signal from the people who buy
About
The venture
Incu connects brands with consumers for rapid product validation, packaging feedback, and sentiment testing. The platform incentivises genuine engagement over survey fatigue, delivering insights that reflect how people actually feel rather than how they think they should respond.
Our work
How we supported
Every engagement is shaped by the venture's specific needs. Here's how we contributed to Incu.
Business model iteration
We worked through multiple commercial model iterations: per-response pricing, subscription tiers, enterprise contracts. The current structure emerged from real-world experimentation rather than spreadsheet assumptions.
Enterprise sales support
We facilitated introductions to brand and innovation teams at consumer goods companies in our network. Several converted to paying customers; others became design partners.
Hiring and team structure
We advised on team composition as the company scaled past the founding core. The focus: when to hire generalists vs. specialists, and how to maintain culture through growth.
Governance and board support
As shareholders, we participate in board discussions and strategic planning. Our role: pattern recognition from other portfolio companies and a bias toward pragmatic execution.
Outcomes
Where it landed
- Equity position with board involvement
- Enterprise customer pipeline built
- Team scaled from 3 to 8
If you've already climbed the hard ones.
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We take on a small number of founders and companies each cycle. Write to us with what you're building, who's on the rope with you, and where you're trying to get to.