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This P&G unit helps women-led startups get off the ground

Bridgette Webb
·Producer



Investments in female-founded startups are on the rise. In 2019 female-led businesses took in 2.8% of venture capital investment in the U.S., according to data from PitchBook. While that number is an improvement from years past it pales in comparison to funding received by male-founded upstarts.

That sizable funding gap is an area that Procter & Gamble Ventures is looking to close. The startup studio which lives inside of P&G [PG] has teamed up with the Vinetta project, a high impact capital platform that focuses on female founders in particular.

The joint effort aims to get in on the ground floor with the next big female-founded startups, and create a deal pipeline for founders.

“Capital remains one of the largest barriers for women and then access to networks,” Vinetta CEO Vanessa Dawson said on Yahoo Finance’s On The Move.

Madelaine Czufin, former New York City Director at Vinetta, Lorine Pendleton, a part of Vinetta's Venture Committee and Elizabeth Bluestone, Director of Scouting and Partnerships, P&G Ventures
Madelaine Czufin, former New York City Director at Vinetta, Lorine Pendleton, a part of Vinetta's Venture Committee and Elizabeth Bluestone, Director of Scouting and Partnerships, P&G Ventures

“We really look for that great women entrepreneurs, understand their businesses understand their hurdles, and then connect them strategically with investors and mentors and the networks that they traditionally didn't have access to. So it's a pretty on the ground type style movement. That includes vetting and then events and networking and connecting.”

In terms of the actual innovation that female-led companies bring to the table, Betsy Bluestone, P&G Ventures’ Commercial Discovery Leader, says they're actually solving different problems then the rest of the pack.

“They're interested in problems that haven't been solved yet or haven't been solved to the consumer satisfaction. We're working in in areas like women's wellness, menopause, sleep. We're doing work in active aging, something that disproportionately women end up caring for the older folks in their families,” she said. “So we are finding innovation across these areas through our partnership with Vinetta and other networks as well.”

Bridgette Webb is a producer at Yahoo Finance. Follow her on Twitter @bridgetteAwebb.

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