# Start Now Consulting

Start Now Consulting is a Private Equity based in Herrsching, Germany.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Herrsching, Germany
- **Region:** Europe
- **Address:** Herrsching, Germany
- **Assets under management:** Undisclosed
- **Website:** www.startnow-consulting.de

## Regulatory record

- **Reports private funds:** No

## About

Start Now Consulting is a partnership investor that accompanies founders and start-ups in developing their companies and offers competent help on the path to success. Investments are sought primarily in consumer goods in the cosmetics and dietary supplements market, while remaining open to other segments. The firm combines entrepreneurial know-how with financial investment and draws on Judith Williams and her team’s network, including teleshopping, drugstore retail, and e-commerce.

## Sectors

- Consumer Goods
- Beauty & Personal Care
- Food & Beverage
- Health & Wellness
- Household Products

## People

- Judith Williams — Founder and Investor

## 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 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.

## Related profiles

- [StartLabs](https://altss.com/profile/startlabs)
- [Start Smart Labs](https://altss.com/profile/start-smart-labs)

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Last updated: 2026-08-11T15:08:11.274Z

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