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'.

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.

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.

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.

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.

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.

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.