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Benchmark GP Sarah Tavel Says This is What Startups Need to do to Survive | Invested

Benchmark GP Sarah Tavel Says This is What Startups Need to do to Survive | Invested

38 segments available

On this episode of Invested, Michael hosts Sarah Tavel. Sarah is a General Partner at Benchmark, where she invests in network effect businesses and applications leveraging AI. Sarah currently sits on the boards of Agentio, Chainalysis, Hipcamp, Rekki, Glide, Cambly, Medely, and 11x. She is also a founding member of All Raise, the nonprofit organization working to accelerate the success of women in the venture capital and VC-backed startup ecosystem. Prior to Benchmark, Sarah was a General Partner at Greylock Partners, where she led their investment in Sonder ($SOND) and Gixo (acquired by Openfit), and represented Greylock on the board of both companies. Sarah joined Pinterest in 2012 after co-leading the Series A investment while at Bessemer Venture Partners. There she was the product lead for search, recommendations, machine vision, and pin quality at Pinterest. As one of the first 35 employees, her first order of business was to launch Pinterest internationally and close the Series C financing. She also led three acquisitions as she helped the company scale through a period of hyper-growth. Sarah graduated from Harvard College with a degree in Philosophy. Please rate this episode 5 stars wherever you stream your podcasts! KEY TOPICS [00:00:00] Intro [00:04:45] Differences Between Bessemer and Benchmark [00:09:11] Silicon Valley: Upside Mentality vs. Downside Protection [00:11:55] Underestimating Market Potential [00:14:53] Using AI to Reduce Friction and Unlock Market Size [00:18:02] Operator vs. Investor Mindset [00:21:05] Lessons from Building Pinterest [00:24:04] Transitioning from Operator to Investor [00:26:50] Female Partners and Their Perspective in VC [00:29:58] Equal Partnership Culture at Benchmark [00:37:00] Every Company is an AI Company [00:41:59] AI’s Economic Value and Market Shifts [00:51:00] What Sarah Wants to See an AI Company Build [00:55:04] Competing and Winning in Crowded Markets [01:01:12] Branding’s Role in Venture Capital [01:09:10] Identity, Growth, and Personal Reflections RESOURCES Follow Sarah on LinkedIn - https://www.linkedin.com/in/sarahtavel/ Follow Sarah on X - https://x.com/sarahtavel Subscribe to Invested here: https://content.aleph.vc/invested Learn more about Aleph: aleph.vc Sign up for Aleph’s monthly email newsletter: https://newsletter.aleph.vc/ Subscribe to our YouTube channel: https://www.youtube.com/@aleph-vc/ Follow Michael on Twitter: twitter.com/mikeeisenberg Follow Michael on LinkedIn: https://www.linkedin.com/in/mieisenberg/ Follow Aleph on Twitter: https://twitter.com/mikeeisenberg ‍Follow Aleph on LinkedIn: https://www.linkedin.com/company/aleph-vc/ ‍Follow Aleph on Instagram: https://www.instagram.com/aleph.vc/ CREDITS Executive Producer: Erica Marom Producer: Yoni Mayer Video and Editing: Ron Baranov Music and Creative Direction: Uri Ar Content and Editorial: Kira Goldring Design: Rony Karadi

Segments Timeline

1
0:00 - 0:39
0:39 duration118 words

The Relentless Journey of Founders

Sarah Tavel shares her insights on the relentless nature of being a founder, emphasizing the constant evolution of strategy to escape competition. She humorously notes the trade-off between stress and anxiety when transitioning from an operator to an investor, highlighting the unique challenges faced by venture capitalists today.

"What was like being the first female partner at Benchmark? I've been the first at almost every place I've been to. Benchmark is a firm that our aspiration is to partner with the most ambitious founder..."

2
0:39 - 1:16
0:36 duration106 words

Sarah Tavel: A Trailblazer at Benchmark

In this segment, Sarah Tavel reflects on her journey as the first female partner at Benchmark, discussing her previous experiences at Greylock and Bessemer. She emphasizes the importance of equal partnership in venture capital and shares her personal connections with the industry, setting the stage for a deeper conversation about values in investing.

"from operating to become an investor. Trade stress for anxiety. Good one. The VCs who are starting right now don't realize how good they've got it. I'm so excited to welcome to invested Sarah Tavl. We..."

3
1:16 - 2:14
0:58 duration191 words

Core Values Shaping Success

Sarah discusses the core values that guide her, rooted in her family's history and her father's influence. She highlights resilience, ambition, and a sense of justice as key principles, drawing connections to her philosophical studies and the importance of gratitude in her journey as an investor.

"partnership firm. Sarah was before that at Greylock and at Bessemer. And between Bessemer and Greylock did a stint as an operator uh at Pinterest. Um, so she has been at uh very successful places sinc..."

4
2:14 - 3:02
0:48 duration115 words

Cultural Differences in Venture Capital

Exploring the cultural differences between venture capital firms, Sarah contrasts her experiences at Bessemer and Benchmark. She highlights Bessemer's focus on downside protection and analytical investing, while Benchmark embodies a more optimistic, upside-driven mentality, reflecting the Silicon Valley ethos.

"confess they come a lot from my dad. And my dad's, you know, as these values kind of get passed down, you know, or inspired came down from his uncle. um which was this guy Kivy Kaplan who uh you, know..."

5
3:02 - 4:02
1:00 duration154 words

The Upside Mentality of Benchmark

Sarah elaborates on the upside mentality at Benchmark, contrasting it with her experiences at Bessemer. She discusses the importance of focusing on what could go right with investments and how this perspective influences decision-making in venture capital.

"thing. And so his my dad's middle name comes from Kibby. And I think my dad growing up in Desta um outside of Boston was inspired by Kivy's success and um and that kind of idea of you know the the res..."

6
4:02 - 4:50
0:48 duration151 words

The Legacy of Greylock

Reflecting on her time at Greylock, Sarah discusses the firm's transitional culture and its blend of East Coast and Silicon Valley influences. She shares insights on how this legacy impacts their investment strategies and the mindset of their partners.

"of course being grateful always for where what you are and what you where you are and and being being kind of having some perspective on that. So that's that's what I think about. We share a bunch of ..."

7
4:50 - 5:40
0:50 duration112 words

Consumer vs. B2B Investment Strategies

In this segment, Sarah contrasts the investment strategies for consumer-oriented companies versus B2B businesses. She emphasizes the higher risks and challenges in consumer markets, highlighting the need for a different analytical approach to evaluate potential success.

"Bessemer. Um cuz you know Bessemer is a firm it it started uh it's probably the oldest venture capital firm in the United States. I think it's more than a hundred years old and very east coast uh in i..."

8
5:40 - 6:30
0:50 duration143 words

The Importance of Scenario Analysis

Sarah discusses the significance of scenario analysis in venture capital, referencing Bessemer's analytical approach to investments. She emphasizes the need to consider probabilistic outcomes and the potential for significant returns, illustrating the complexities of venture investing.

"it was kind of two things which was like one there was like an ethos at Bessemer of finding and identifying talent early and providing a pathway in the venture firm to go from the lowest rung of the l..."

9
6:30 - 7:20
0:50 duration133 words

Learning from Historical Investments

Reflecting on past investments, Sarah shares insights on how historical performance can inform future decisions. She highlights the importance of understanding market opportunities and the evolving landscape of venture capital, particularly in the context of AI.

"scale horizontally. Uh so I was very lucky for that ethos and then of course as um I've talked about many many times now at this point was unbelievably lucky to be hired by uh one of the partners ther..."

10
7:20 - 8:10
0:50 duration141 words

The Expanding Market Opportunities

Sarah discusses the expanding market opportunities driven by AI, emphasizing the shift from software to human capital spend. She warns against underestimating market potential and highlights the need for investors to adapt to these changes.

"this idea that actually when you make an investment you know we all think oh this could be big but there's when you invest and there's a great book by Annie Duke thinking in bets there's it's a probab..."

11
12:07 - 14:11
2:04 duration359 words

Underestimating Market Potential

Sarah Tavel discusses the common pitfall of underestimating market potential in venture capital. She highlights how historical examples, like Checkpoint and Uber, illustrate the tendency to misjudge market sizes. Tavel emphasizes the importance of recognizing the expanding opportunities in AI and software markets, which can lead to significant growth if friction is reduced.

"SAS business or a developer oriented business, you know, there's a much higher probability of some success and a much lower probability of the type of outcome that really ends up being the billion dol..."

12
14:11 - 18:02
3:50 duration693 words

AI's Role in Unlocking Market Size

In this segment, Sarah Tavel explains how AI can reduce friction in various markets, thereby unlocking their true potential. She uses examples like DeepL and Hey Jen to illustrate how AI can transform traditionally underestimated markets by simplifying processes and enhancing accessibility. Tavel introduces 'To's Law,' stating that for every step of friction removed, a market can grow exponentially.

"back to the Bill Gurly way of thinking is that we can make the fatal error when we're making a decision of underestimating what the total uh opportunity size is going to be over time. It's interesting..."

13
18:02 - 21:12
3:10 duration565 words

Inspiring Creativity Through Reduced Friction

Sarah Tavel elaborates on the concept of 'time to value' and how reducing friction can inspire creativity in users. She draws parallels to AI image generation, where users can create content without the overhead of hiring professionals. Tavel emphasizes that great companies facilitate this creativity by making their products easy to use, allowing users to quickly realize their potential.

"Exactly. I like it. I'll take it. There we go. We're going to put that right the headline of the podcast. To's law. For every step of friction you take out, a market grows by an order of magnitude. I ..."

14
21:12 - 24:29
3:17 duration608 words

Lessons from Pinterest: Building Enduring Products

Reflecting on her time at Pinterest, Sarah Tavel shares insights on building enduring products and systems. She stresses the importance of making decisions that set companies up for long-term success rather than focusing solely on short-term metrics. Tavel discusses the impact of her experiences on her investment philosophy and how they shape her approach to supporting founders.

"imagine I don't actually know exactly what the story is for Deep L, but usually what happens is that you have like a little project that you're working on and you find the tool. You're it's like a hai..."

15
24:29 - 26:15
1:45 duration341 words

The Shift from Operator to Investor

In this segment, Sarah Tavel reflects on her transition from being an operator at Pinterest to becoming an investor. She discusses the challenges of leaving a successful company and the desire to return to the partnership and strategic thinking that comes with early-stage investing. Tavel shares her motivations for this shift and the lessons learned from her time at Pinterest.

"you know you you should be an investor or not an operator. You know, I I well that was definitely part of the reason why I went to Pinterest was that I I love the company. You know, I was lucky to inv..."

16
26:50 - 29:00
2:10 duration378 words

The Stress of Operating vs. Investing

In this segment, Sarah Tavel discusses the contrasting experiences of being an operator versus an investor. She explains how operating involves concrete goals and a sense of control, while investing feels more like gardening, where outcomes are uncertain. Tavel shares insights on the emotional toll of being a founder and the relentless nature of the job, providing a unique perspective on the responsibilities of both roles.

"mean? It's like you um when you're operating, you feel the stress of the execution of am I going to be able to get this done on time, but you have a lot of am I going to is this the right thing to do?..."

17
29:00 - 30:40
1:40 duration255 words

The Value of Diverse Experiences in VC

Sarah Tavel explores the differences in investment outlook between lifelong investors and those with operational experience. She discusses how operators may struggle with micromanagement, while investors can sometimes lack perspective. Tavel emphasizes the importance of understanding the unique challenges faced by early-stage companies and how diverse backgrounds can enhance decision-making in venture capital.

"like I do. I I always say I'm unencumbered by any operating experience in my life. I've been in um but you sit around a table and and my partner Eden was an operator and a founder. and you sit around ..."

18
30:40 - 32:50
2:10 duration350 words

Opportunity Cost in Venture Capital

In this segment, Sarah Tavel addresses the opportunity cost of time for venture capitalists involved in public boards versus early-stage investments. She explains how time spent on governance committees can detract from supporting ambitious founders. Tavel highlights Benchmark's focus on partnering with founders and the importance of dedicating time to early-stage opportunities for impactful outcomes.

"founder, uh it biases how they partner with that founder. They think that they could do it themselves. They get to micromanagy. That's certainly a a big you know no good uh way on the investor like ki..."

19
32:50 - 35:00
2:10 duration393 words

Breaking Barriers: Being the First Female GP

Sarah Tavel reflects on her experiences as the first female General Partner at Benchmark and other firms. She discusses the challenges of being a woman in a male-dominated industry and the significance of equal partnership culture at Benchmark. Tavel shares her feelings of empowerment and the importance of respect and collaboration among partners, emphasizing the unique culture that fosters equality.

"we always we're we're big students of public companies at Benchmark because we think that by studying the public company what it looks like at scale you can you can kind of uh have a feedback loop for..."

20
35:00 - 37:00
2:00 duration339 words

The Culture of Equal Partnership at Benchmark

In this segment, Sarah Tavel describes the culture of equal partnership at Benchmark, contrasting it with her previous experiences in hierarchical environments. She shares her first impressions of the firm and how the collaborative atmosphere allows for fresh perspectives and mutual respect among partners. Tavel emphasizes that this culture is intrinsic to Benchmark and contributes to its success.

"actually felt like Benchmark was just an incredible breath of fresh air. The the the thing that most most hit me when I joined Benchmark was the equal partnership. You know, you don't realize that you..."

21
37:00 - 39:39
2:39 duration486 words

Riding the AI Wave: Current Trends

In this segment, Sarah Tavel discusses the current landscape of AI investments, comparing it to previous tech trends. She explains the importance of riding the current of market trends and how AI is transforming business operations, making it easier for companies to adopt new technologies.

"look at AI. So, you've written a ton about AI. Um, and you have some framework. What's AI again? What does it stand for? Okay. Well, exactly. That's exactly my question. So, um, and and every investor..."

22
39:39 - 42:00
2:21 duration349 words

AI's Transformative Economic Value

Sarah elaborates on the economic value proposition of AI technologies, highlighting how they can replace traditional labor costs and improve productivity. She shares insights on how AI enables non-technical employees to perform tasks previously reserved for engineers, thus democratizing access to technology.

"like the the the revenue ramp we see on businesses right now is faster. You know, I've started uh I started at Bessemer in 2006. I've never seen anything like this. You know, SAS was incredible, mobil..."

23
42:00 - 44:50
2:49 duration437 words

The Competitive Landscape of AI Startups

In this discussion, Sarah reflects on the competitive nature of AI startups and the necessity for companies to maintain a strong competitive advantage. She emphasizes the importance of innovation, customer obsession, and network effects in a rapidly evolving market.

"incredibly exciting. So, what's an AI company? Something that just leverages LLM to reduce costs and reduce work. I would that's the probably the easiest easiest. I mean, look, there's AI companies th..."

24
44:50 - 51:00
6:09 duration1090 words

Identifying Moats in the AI Era

Sarah Tavel explores what constitutes a competitive moat in the AI industry. She discusses the potential for multiple winners in a sector and the need for companies to adapt quickly to maintain their edge, focusing on customer engagement and leveraging unique advantages.

"at that strategy. I want to reflect back on the two points that reflected back to you. I think I heard which is point one is I have a worker at whatever company I am and I think the SAS can make them ..."

25
51:00 - 52:26
1:26 duration234 words

Navigating the AI Landscape: Startups' No-Nos

Sarah outlines critical mistakes that startups should avoid in the rapidly evolving AI landscape. She warns against assuming that large language models (LLMs) will remain static and emphasizes the need for startups to build solutions that leverage the continuous advancements in AI technology. This segment serves as a cautionary guide for entrepreneurs looking to thrive in a competitive market.

"feels like there's you know and uh you've, talked, about, some, of these companies translation is less obvious but certainly in the coding world that was a very obvious use case uh for a lot of these ..."

26
52:26 - 54:37
2:10 duration357 words

The Power of Custom Instructions in AI

Sarah discusses the transformative potential of custom instructions and prompts in AI applications. She highlights how users can significantly enhance their experience with AI tools like ChatGPT by utilizing tailored prompts, and she envisions a community where users can share and learn from each other's custom instructions, making AI more accessible and effective for everyone.

"education it's a huge huge use case but most people have no idea how valuable and powerful this technology can be for themselves. And openAI has in chat GPT they have custom GPTs where let's say you a..."

27
54:37 - 56:00
1:23 duration218 words

Lessons from the Past: Competing with Giants

Reflecting on historical lessons from the tech industry, Sarah draws parallels between the current AI landscape and the late 90s tech boom. She discusses the importance of being aware of competitive dynamics, particularly when large companies like Microsoft enter the space, and how startups can position themselves to succeed despite fierce competition.

"actually seen someone build that for a deceased rabbi. Wow. I believe that. Yes, I believe so. But so that's a great example. And so someone it it it's too atomized right now. Someone will create I I ..."

28
56:00 - 57:36
1:36 duration277 words

The Intensity of AI Competition

In this segment, Sarah elaborates on the intense competition within the AI sector, particularly among application-layer companies. She emphasizes the unprecedented access to powerful AI technologies and how this competitive environment is both a challenge and an opportunity for startups, allowing them to innovate at lower costs than ever before.

"big mistake. And also if you are building something and then it's like a bridge uh because you're it's you're assuming that the LMS or whatever the labs are doing isn't going to progress forward and y..."

29
57:36 - 1:00:08
2:31 duration412 words

The Abundance of AI Resources

Sarah highlights the current abundance of resources available for building AI applications, noting how the costs associated with development have drastically decreased. She reflects on her own experiences coding applications and the significant advantages that modern AI tools provide, making it easier for entrepreneurs to bring their ideas to life.

"know, we're we're investors in Kurser. We think the team is unbelievable and that they are uh really as good as they get and and yet, you know, they have very fierce competition. And when we made the ..."

30
1:00:08 - 1:01:10
1:02 duration212 words

Identifying Non-Obvious AI Opportunities

Sarah discusses the potential of identifying non-obvious public companies that are leveraging AI effectively. She emphasizes the importance of having founder-CEOs who are 'AI native' and understand the transformative impact of AI on their organizations, suggesting that such companies are well-positioned for future success.

"amazing. It should be said though, you know, as a guy who lived through the internet boom and bust and boom again that sometimes a lot of this is subsidized by venture capital dollars over time. No, t..."

31
1:01:10 - 1:04:29
3:18 duration498 words

Exploring AI Business Models

In this segment, Sarah explores underexplored business models in the AI space, particularly in advertising. She discusses how companies can better align their monetization strategies with user engagement and value, drawing parallels with successful models in gaming and other industries. This insight provides a roadmap for startups looking to capitalize on AI's potential.

"and the AI current isn't behind it. You know, I I I tweeted I was like, if I could have a portfolio of public companies where the CEO has gone AI native, I would that would be a very very good portfol..."

32
1:03:39 - 1:05:31
1:52 duration294 words

Building a Personal Brand as a VC

Sarah reflects on her journey in building a personal brand as a venture capitalist. She discusses the importance of being recognized for thoughtful insights and enduring value creation, rather than succumbing to short-term hype, and how this brand influences founder relationships and fundraising dynamics.

"well, right? Their monetization model natively understands that not every query is the same value economically. Therefore, not every user is the same value. And so there's going to be some sponsored r..."

33
1:05:31 - 1:07:26
1:54 duration307 words

The Current Landscape for New VCs

Sarah shares her perspective on the unique opportunities and challenges faced by new venture capitalists today. She contrasts the current environment with past experiences, emphasizing the strengths of her team at Benchmark and the exciting potential for new entrants in the VC space.

"founder is partnering with a person and and so they have to know they you know and and so much of of kind of finding companies is often the founder reading something or having heard about heard someth..."

34
1:07:26 - 1:08:11
0:45 duration151 words

Why Rugby? A Personal Choice

In a light-hearted moment, Sarah explains her decision to play rugby in college. She shares her background as a competitive swimmer and her desire to try a new sport, ultimately choosing rugby for its vibrant culture and community, which she found more appealing than other options.

"be fun. Philip Bodyi told me to ask you why'd you play rugby in university? You want to know the real answer? Yeah. I uh I I had been a competitive swimmer when I was in high like you know high school..."

35
1:08:11 - 1:09:10
0:58 duration176 words

The New Yorker Identity

Sarah discusses her identity as a New Yorker, despite living in San Francisco. She reflects on how her upbringing in Manhattan shapes her personality and behavior, emphasizing her fast-paced lifestyle and the cultural traits that remain ingrained in her.

"more fun that I joined rugby. All right. Any any any rugby team uh will tell you that their their drinking team has a rugby problem. Uh, and there's, you know, there's a lot of songs and singing and i..."

36
1:09:10 - 1:11:04
1:53 duration310 words

Reflections on Jewish Identity

In a poignant reflection, Sarah shares how recent events have deepened her connection to her Jewish identity. She discusses the importance of instilling this heritage in her children and acknowledges her previous obliviousness to anti-Semitism, highlighting a newfound clarity and commitment to her roots.

"Will you move back? Probably eventually. What's changed for you since October 7th? Wow. You really like to end on a bang. Um, you know, the truth is I was I think you know my you know my family we've ..."

37
1:11:04 - 1:12:03
0:58 duration177 words

Balancing Motherhood and VC Life

Sarah candidly addresses the challenges of being a mother while working as a venture capitalist. She discusses the shifting dynamics of time management and the opportunity costs associated with parenting, while encouraging others to pursue their professional ambitions alongside family responsibilities.

"are connected to it as well. Okay. You forced me to ask you another question which is are there any unique challenges to being a mother and a venture capitalist at the same time? I am in a marriage wh..."

38
1:12:03 - 1:13:09
1:05 duration172 words

Shining a Light on Leila Sturdy

In her closing remarks, Sarah highlights Leila Sturdy from Capital G, praising her accomplishments and contributions to the venture capital space. She emphasizes the importance of recognizing underappreciated talent in the industry, encouraging a broader acknowledgment of impactful figures.

"to a trip. Uh but that's the same for all parents. Um and so I uh I I encourage everybody to do it. I was hoping you would say that. Um yeah. Last question. Who's someone in our space that you'd like ..."