Nicole Priel | Mustang Capital | Betting on B2C

In this episode, Nicole Priel returns to Product Builder for a second conversation — this time as a Partner at Mustang Capital, a new VC fund backing bold B2C founders.

Nicole is building a thesis, a fund, and a community around consumer startups — and she’s here to explain why now is the time to bet on B2C.

We talked about:

🧠 Why now is the perfect time to build in consumer

📉 Why B2C disappeared from VC decks — and how that’s changing

💡 What Nicole looks for in a consumer founder

📈 Business models beyond subscriptions — and what’s coming next

📢 Founder-led marketing and why it’s your unfair advantage

🌍 Building the “B2C Believers” community

⏱ Chapters

00:00 – Why B2C is the next big opportunity

01:30 – What founders look like in the AI era

04:00 – Expectations from early-stage founders today

06:00 – The story behind B2C Believers

08:45 – Why consumer funding collapsed in the last decade

13:00 – Rising trends: short-form drama, taboo topics, and wellness

17:30 – Business models: beyond subscriptions

21:00 – Marketing as a signal

25:00 – What makes a great consumer founder

28:00 – How Nicole prioritizes investments

30:00 – Final thoughts & how to reach out

🎧 Enjoyed the episode?

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👇 Links:

💬 Join our WhatsApp group: chat.whatsapp.com/LLI6KG62jW68BA7EDS5QWw

🎓 Product Management course (Impact-first): live.getproductbuilder.com

🚀 Work with me: userflowzz.com

Connect with Nicole: https://www.linkedin.com/in/nicolegp/