Has a reputation for making false pledges to founders and then flip-flopping or claiming he never committed. Notorious. UK. US. Founders everywhere know this. Anyone new should know to avoid Sweet Capital.
Sweet gave us our first institutional check and I'm grateful to have them on board! Super people-driven fund who invest in great entrepreneurs. They really care about continuing to help their founders grow and succeed and are always available to support their portfolio. They always try to make their portfolio companies collaborate internally and as a team, we are glad to be part of the Sweet Family.
Come prepared KPI, metrics-wise
Although their diligence process is comprehensive, they move very quickly and once you are in, you are family.