Redefining “Founder-first”

We are builders, not just backers.

 
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A Different Kind of Partner

Seed-stage investing done right is a service-intensive business. As low-volume investors focused solely on Seed investments in New York City, we can do things differently than most firms. We’ve built a resource-heavy organization with the express purpose of delivering high-touch, unparalleled impact for our founders and companies.

Our investing partners each have decades of investing experience in New York. We are investors, advisors, entrepreneurs and operating executives, and we maintain our distinct advantage by staying hyper-focused on those standout entrepreneurs and operators in our own backyard. In this way, we are able to leverage our own networks to drive tangible results for you and your team. 

 
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 "We’re excited to have Primary as an investor. They bring value way beyond the check."  - Marc Lore, Jet.com (Acquired by Walmart)

"We’re excited to have Primary as an investor. They bring value way beyond the check."
- Marc Lore, Jet.com (Acquired by Walmart)

 "Primary's Talent Team have been amazing partners as we work to rapidly scale our organization. They are truly part of our team."  - Mike Simmons, Founder & CEO, CredSimple

"Primary's Talent Team have been amazing partners as we work to rapidly scale our organization. They are truly part of our team."
- Mike Simmons, Founder & CEO, CredSimple

 "Having raised over $75 million, there’s nobody I’d rather have on my side than Primary."  - Anil Aggarwal, TxVia (Acquired by Google)

"Having raised over $75 million, there’s nobody I’d rather have on my side than Primary."
- Anil Aggarwal, TxVia (Acquired by Google)

TALENT

We Put People First

Your business hinges on being able to attract, retain, and engage the best talent in the marketplace. Recruiting support alone is not the answer, though we have successfully placed hundreds of employees across our portfolio. Our Talent Program was designed to help our founders cultivate the skills necessary to build strong foundational teams and to maintain a long-term sustainable talent infrastructure.

Our world-class Talent Team, with whom you’ll develop a deep partner relationship, works onsite with you each week to think through workplace issues like company culture, compensation, learning and development, and more. You’ll acquire the skills necessary to build your team and learn how to manage these issues in an effective and scalable way. 

 
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EXPERTS

Go from Good to Great with NYC’s Finest

Operational hurdles are unavoidable in the life of an early startup. We’re the first to admit that we don’t have all the answers, but we know the people who do! We built the Primary Expert Network - an active community of 200+ of NYC’s leading operators and functional experts - to advise our portfolio companies so that they can get the answers they need when they need them. Our experts hail from the pillars of NYC Tech, among them Casper, Rent the Runway, Medidata, Shutterstock, Livestream, Sprinklr, Uber and Sailthru.

Having trouble architecting your first inside sales team? Need a sanity check on your social media demand gen strategy? Struggling to figure out how to activate a channel strategy? You’re not alone. We’ll organize a targeted advisory session or a larger curated dinner for you with PEN members who have lived and breathed - and successfully resolved - those problems. Your time is too valuable to be wasted reinventing wheels.

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CUSTOMERS

Early Customer Acquisition Gets the Ball Rolling

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Early customers are the lifeblood of your startup, but they’re hard to come by. We’ve built a dedicated market development platform that leverages our network and reach to help you land those critical first customers, establish partnership opportunities and explore new markets.

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FINANCE

We’re Invested in Your Success

Competition is fierce. Now, more than ever, investors are looking for companies that can illustrate a well-articulated business model and clear performance metrics. Easier said than done for an early-stage startup that’s focused on getting a product out the door, building a foundational team and creating a brand from scratch. 

Our Financial Advisory Team will help you build that initial financial infrastructure, clarify the economic levers of your business model, establish the KPIs and reporting that will keep your team and board aligned, and prep you for the capital raise process on your journey toward Series A.

 
 
 "With a deep understanding of our markets, consumers, and small businesses, Primary continues to help us find new ways of delivering value to our customer experience and to our shops’ bottom line."  – Ilir Sela, Founder & CEO, Slice

"With a deep understanding of our markets, consumers, and small businesses, Primary continues to help us find new ways of delivering value to our customer experience and to our shops’ bottom line."
– Ilir Sela, Founder & CEO, Slice

CONTENT MARKETING

Make Your Voice Heard

For a busy founder, it’s hard to make time to think strategically about content and marketing, especially if you don’t have a dedicated marketer on hand. So how do you get your brand out there? How do you get reporters to pay attention? What’s the best way to build your distribution list? 

We can help you think through these and other challenges, and come up with a suitable content marketing and early PR strategy that spreads the word. We’ll also help you broadcast your wins and milestone events in major media outlets.