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Sam Huleatt
XLinkedIn

Investing

I’ve supported ~40 companies as an angel investor and trusted advisor.

If you want to submit a pitch, I built a GPT to help me evaluate opportunities:

Submit a Pitch

Howard Marks, one of the all time great investors, has stated there are only three ways to be successful at investing:

  1. Be better at massaging current data
  2. Be better at making qualitative judgments
  3. Be better at figuring out what the future holds

I try to focus on #2. To me, angel investing starts with the person. I underwrite each opportunity from the bottom up, looking for characteristics I’ve observed across the formidable founders I’ve worked with and studied from. A few of these traits:

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Lines ≠ Dots
  • Fast iteration and learning cycles
  • Growth mindset increases their slope
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Lion Tracker Mentality
  • Adept at navigating the maze
  • Embraces unknown on their own path
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Spikiness
  • History of outlier accomplishments
  • Seeks excellence
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Extreme Ownership
  • Agency for company & situation
  • Tenacity & resiliency under duress

While I’m not sector-focused, it’s rare for me to invest in consumer products, media, or non-technical teams. I lean into areas and themes aligned with my background, network, and interests:

  • Enterprise SaaS, Dev Tools, and Infrastructure
  • Marketplaces
  • Fintech and Private Markets
  • Commerce Enablement
  • Future of Health

Intangible LLC: I often co-invest with Kevin Weatherman via Intangible LLC (Kevin and I have invested in 20+ companies together since 2018).

I also love supporting emerging managers. During my time at On Deck I built a large network of GPs and resources. I’m happy to help with GTM and/or deck reviews.

→ Get My Async Angel Course

→ Join Intangible Angel

More On My Investing

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Hard No’s

Crypto, D2C, consumer social, life sciences, medical devices, media, and gambling

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Notable Investments
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My first angel check was in 2017 into Electric AI. A few of my first-check investments include: Levels, Warp.dev, Kinta AI (exit), Crtsl and Ghst. Series A investments include: PayJoy, OneSignal, Motion and Banner. LP investments include: Notation Capital, Orange DAO/Fund, On Deck Runway Fund I & II, Inuka Capital and Incisive VC.

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Process

I will let you know on our first call whether I’m interested, or not. While I have been the first yes several times, it’s unusual, and I prefer to invest in rounds with some additional investor legibility (note: it’s my job to help you get it!). As an angel, I write small checks (<$25,000), but strive to add outsized value.

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How I Add Value

There are four primary ways I help founders (outside of being a trusted advisor and being happy to take your call — anytime):

  1. Introductions & Network: I open my network to founders in my portfolio (using Cabal)
  2. Help Building Momentum: At On Deck we taught founders that fundraising is a muscle: you become better with practice and process (good technique and a game plan). I often spend time with founders working through their approach, including: company narrative, deck/memo, angel introductions and investor CRM.
  3. Actioning the Cap Table: I’ve coached multiple founders on getting maximum value from the cap table. I have a specific approach I teach and use.
  4. Tactical Insight/Experience: During my time as an operator/founder I built systems and experience in operations, management, growth and GTM. I’m happy to roll-up my sleeves for a working session, or to discuss playbooks and best practices.

Founder Resources

The Lion Tracker Mentality
Nov 8, 2023
The Post-Investment “Work Product”
Jan 6, 2024
GTM Guide For B2B Founders
Nov 18, 2023
Second Mountain Founders
May 19, 2023
Pitch Decks
Feb 1, 2023
Before Joining A Startup
Mar 22, 2023
Startup Ideation
Feb 1, 2023
Momentum Fundraising
Sep 23, 2022
Maximizing Value from Investors
Dec 10, 2023