Indicator Ventures

Jonathan Struhl

General Partner

Jonathan is a co-founder and managing partner at Indicator Ventures, an early-stage venture fund focused on opportunities across the digital landscape. We identify and assess key indicators that lead us to align with the most promising entrepreneurs early on. We form true partnerships with our portfolio companies and we work to provide meaningful value. We do this drawing from our own domain expertise and an incredibly impressive network of entrepreneurs, executives, and corporate partners.

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Notable Investments

Dandy, Netomi, Pienso, Airspace

Questions & Answers

Origin Story: In a couple sentences, how would you describe your path to becoming an investor?

I grew up in a very entrepreneurial family and always knew I wanted to help build companies. Out of school, I started working in the music business and then a brand incubator where I learned how about build and grow companies from inception. I left to start my own digital marketing agency and did a ton of angel investing. After year of angel investing with my current partners, we decided to institutionalize and in 2014 we raised Indicator Ventures' first fund.

Investment Approach: What are the key factors you consider when evaluating a founding team?

1) Inspiring storytellers: if you can tell investors a clear and compelling story, you can attract employees and sell to customers. 2) We look for true industry expertise and deep domain networks. 3) We try to find various 'indicators' that the founding team has grit and can execute.

What's your style and approach when it comes to working with founders post-investment? What are the characteristics of founders you've worked well with?

We like to be scrappy as hell. By design, we only do about 8-10 pre-seed/seed deals per year so we can spend a considerable amount of time and energy with our companies. We like to stay involved on an as-needed basis and continue to be a trusted resource through series A. We know that when building a company at the early stages almost nothing goes as planned, but the key is shining a light and magnifying what is going right -- which is what we really enjoy helping with.

If I'm coming to pitch to you or your firm, what's the one piece of advice you'd give me?

Tell a great story.

How would you describe your own personal mission and values, and how do they impact the way you invest?

I personally love to be both inspired and take calculated risks in all aspects of my life, and this is especially true in the way I invest. I try really hard to surround myself with great people which is best part of running a venture capital fund.

What do you like best about investing in NYC, and what’s your outlook on the future of NYC tech?

I've been investing in the NYC ecosystem for the past 8+ year and there is no better place to invest. We have top notch talent with diverse ideas and backgrounds mixed with the hustle and creative spirit of the city, and there are so many potential customers around makes it such a special place. I'm very excited and optimistic about the future of NYC tech investing.