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Start Now Consulting
Judith Williams turns 'Die Höhle der Löwen' TV deals into a portfolio of over 30 consumer startups, blending media, distribution, and early-stage capital.
Start Now Consulting
Start Now Consulting operates as the private investment vehicle for Judith Williams, who has served as an investor on the German edition of 'Shark Tank' ('Die Höhle der Löwen') since its first season. Unlike a conventional fund, Williams deploys capital primarily into consumer packaged-goods companies that gain immediate national exposure through the broadcast, creating a repeatable launch cycle for portfolio brands. The firm is headquartered in Herrsching, Germany. The firm directs capital almost exclusively toward early-stage consumer brands. Confirmed portfolio companies span cosmetics (Tanera Skin, mellow NOIR, NUI cosmetics), supplements (NUTRIQ, shape labs), food and beverage (Little Lunch, 3Bears, Mudda Natur), personal care (SHAVENT, Sause), and household goods (nordesign). Many deals originate from on-air pitches, with Williams often co-investing alongside fellow 'Löwen' such as Tillman Schulz or Frank Thelen. Beyond equity, the firm facilitates distribution through its teleshopping network and retail partnerships, placing products in German drugstores and organic markets. Geographic focus remains Germany, though portfolio company pick'em has expanded into the US market. The firm has backed more than 30 startups. Portfolio companies typically receive operational support in addition to capital, with Williams and her team assisting in brand development and direct-response television sales. In 2023, portfolio company ELIXR achieved a financial exit from Start Now Consulting (per firm website). Recent activity includes ongoing partnerships with newer portfolio entrants like Mudda Natur and shape labs. Start Now Consulting's unusual architecture combines a personal investment office with a built-in media distribution channel. Williams' permanent seat on a nationally broadcast show provides a continuous sourcing mechanism that most European early-stage investors cannot replicate, giving her portfolio companies a visibility advantage from the moment of investment.
General information
Firm type
Private Equity
Year founded
—
AUM
Undisclosed
Location
Region
Europe
Country
Germany
City
Herrsching
Corporate office
Herrsching, Germany
Principals
Judith Williams
Founder and Investor
Sector focus
Frequently asked questions
Who runs investment decisions at Start Now Consulting?
Judith Williams is the sole named principal and decision-maker. Her team supports deal execution and post-investment brand development, but Williams herself evaluates every pitch, particularly those presented on 'Die Höhle der Löwen'.
How does Start Now Consulting source its deal flow?
Most investments begin as on-air pitches on the German edition of 'Shark Tank,' where Williams has been an investor since the first season. The show provides a concentrated origination channel. The firm also accepts direct pitch decks via its website, but the public portfolio skews heavily toward televised deals.
Does Start Now Consulting invest outside of Germany?
The firm's portfolio companies are predominantly German, though portfolio company pick'em has expanded into the US market. The core investment and distribution effort remains focused on Germany, Austria, and Switzerland.
What investment stages does Start Now Consulting target?
Start Now Consulting targets early-stage consumer companies, typically post-revenue or with a ready product. The firm describes its activity as 'Beteiligungen' (equity stakes), suggesting minority or growth-equity positions rather than venture-scale seed rounds.
How is Start Now Consulting structured — is it a family office or a fund?
Start Now Consulting functions as a personal investment vehicle for Judith Williams rather than a multi-LP fund. It co-invests alongside other 'Löwen' on certain deals but does not publicly disclose external limited partners.
What role does Judith Williams' media presence play for portfolio companies?
Williams leverages the broadcast to launch brands and uses her teleshopping network to drive direct sales. Several portfolio companies credit the 'Die Höhle der Löwen' appearance and Williams' subsequent operational involvement with materially accelerating their revenue growth.
Has Start Now Consulting achieved any exits?
Yes. ELIXR, a natural cosmetics and aromatherapy brand, achieved a financial exit from Start Now Consulting in 2023 (per the firm's website). Pony Puffin, a hair-accessory brand, also completed an exit after surpassing one million units sold.
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