Investor Profiles: Will Decker

With a background spanning early-stage venture capital, startup advisory, and even being a founder himself, Will brings a wealth of insight on what it takes to build and scale a successful business.

The Venture Capital Ecosystem

Can you describe your different roles in the VC world and what those organizations do?

These days, most of my work revolves around very early-stage investing–startups that are just past friends-and-family funding, usually in the PreSeed to Series A range. These are companies that have already built a product, launched in the market, and are looking for their first serious outside investment.

Right now, I spend a lot of my time with SVG Ventures Thrive, an organization that invests in sustainable food and agriculture technology startups. These are companies tackling major challenges in food production, farming practices, soil health, food supply chains, and consumer goods–all with the goal of feeding billions of people sustainably.

SVG Ventures operates globally, making investments and running programs. Their most well-known program is the Global Impact Summit. This event recognizes top entrepreneurs and leaders in the Ag-Tech space and brings together key players in the industry.

Beyond that, I also independently support startups through advisory roles, angel investing, and mentorship. I work with various programs in San Francisco and the Bay Area, including top university initiatives, city-backed startup ecosystems, and independent accelerators.

I spent seven years at Plug and Play, where I ran their consumer VC practice, working with startups in food, beverage, and other categories. I'm also a mentor at Techstars San Francisco and other accelerator programs, helping early-stage founders refine their fundraising strategies.

It seems like today’s investors are focusing more on actual businesses rather than just ideas. Do you agree?

100%. There’s been a huge shift. Investors are de-risking by backing companies that already have revenue and customers. In the past, you could raise on a great idea and a strong team. Today, most investors want to see evidence that customers are willing to pay before they commit capital.

A few factors are driving this:

The market has gone through a long dry spell for IPOs and acquisitions, meaning investors are cautious about when and where they put their money.

Software startups have become easier and cheaper to build—meaning founders can get to market faster without needing huge amounts of capital upfront.

There’s a big emphasis on profitability—especially in industries like SaaS, where investors used to prioritize growth at all costs.

That said, if you’re a rockstar founder with deep domain expertise, VCs will still chase you. The best investors are always looking for the people who can build the next billion-dollar company in a specific industry.

The Importance of the Founder

What gets you excited about working with a founder?

For me, it starts with the founder’s passion for solving a real problem—not just building something because the technology is cool, but deeply understanding the problem and how to create value around it.

Beyond passion, I look for a founder who understands that they're not just building a product; they're building a business. You don’t have to be an expert in every aspect of the business, but you should be open to learning, surrounding yourself with the right people, and understanding how the company will generate revenue and grow sustainably.

Other key things I look for:

✅ Defensible technology – What makes this unique, and how easy is it for someone else to copy?

✅ A clear plan for growth – Not just a product roadmap, but a real commercial strategy.

✅ Traction – This is a big one. Right now, investors want to see real paying customers and proof of demand, even at the seed stage. The market is more cautious than it was a few years ago, and a lot of seed-stage investors expect metrics that look more like Series A rounds.

What are the biggest challenges you see among founders?

I break this down into two categories: professional and personal.

Professional Challenges:

Accessing capital – Until you hit a certain inflection point, fundraising can be brutal.

Knowing where to focus – Should you go after B2B or B2C? Enterprise or SMB? How do you prioritize customers and partnerships?

Going to market – Many founders wait too long to put their product in customers’ hands. My advice? Get your product into the market ASAP and start gathering real feedback.

Hiring the right team – If you bring on the wrong person, managing that situation can quickly consume all your time.

Personal Challenges:

The loneliness of being a founder – It’s a grind, and without a support system, it can be incredibly isolating.

The mental toll – Many founders are wired to work non-stop, but burnout is real.

What’s your biggest piece of advice for founders pitching to investors?

Know your audience. Too often, founders focus only on the product and technical details in their pitch, without explaining how they’ll build a successful business.

When pitching to VCs, you need to answer key questions:

What problem are you solving, and why is this the right time to solve it?

Who are your customers, and why do they love your product?

What’s your go-to-market strategy?

How will this business generate revenue and scale?

How do investors make their money back?

Getting to Know Will

What’s something surprising or fun about you?

I won a slam dunk contest back in my younger years—which my kids refuse to believe.

I love spending time outdoors—whether it’s hiking, exploring, or just appreciating nature. If you ever want to talk startups while on a hike, I’m game.

How should founders reach out to you?

If you’re working on something exciting in sustainable food, agriculture, or consumer tech, feel free to connect with me on LinkedIn or check out SVG Ventures Thrive for investment and accelerator opportunities.