Sous’ Story
Q: How did you meet your co-founder, and what led to the creation of Sous?
A: In October 2021, during the Antler program, I met my co-founder. We were both selected among a few thousand applicants, and the selection process narrowed it down to about 50-60 people. The program focused on the participants’ experiences, and skill sets and aimed to create a diverse cohort. This is where I met my co-founder.
Together, we envisioned Sous with the ambition of making it the biggest culinary marketplace in the world. Our strategy includes providing people across the country with home meal kits from renowned Michelin-starred restaurants, high-end chefs, and culinary tastemakers.
Q: Did you form the idea for Sous within Antler or was it pre-conceived?
A: Funny story, actually. My partner was already in the cohort, exploring a different model in the food space, while I was more into e-commerce. We sat down, took a hard look at his initial model, and realized it maybe wasn’t the best fit for the current economy. That’s when we made some tweaks and came up with Sous.
Antler is versatile; you can join with or without a specific idea. What’s awesome is they have a team of experienced founders and business pros to guide you. Our consultant was the ex-CEO of Leverhelt, Germany. Having seen countless food tech startup ideas, he gave us immediate, actionable advice to refine our focus. That guidance was a game-changer for us.
Why Antler?
Q: Why did you choose Antler?
A: What really caught my eye about Antler is how they focus on building a team from the ground up. Instead of waiting for fully-formed ideas and teams to come to them, they’re proactive about it. They spoke with me and my partner even before we’d fully teamed up. They asked us things like, “What would you guys do if situation A happened?” It wasn’t just about the business idea we had; it was about whether we, as a team, could pull it off. I genuinely appreciated that personal touch, especially when you’re in the fragile beginning stages of building a company.
Antler Application Process
Q: Can you walk us through Antler’s application process?
A: Antler is on the lookout for people with a solid background. It doesn’t have to be in entrepreneurship; it could be strong experience in consultancy or something similar. You start by submitting a motivation letter, your CV, and any other relevant info about your past companies, especially if you’ve run a business before. They’re interested in your journey—your highs, your lows, and what you’ve learned along the way.
For me, the process involved two calls. The first was a general discussion about my life as an entrepreneur. The second call was super hands-on. They gave me a case study about a coffee company facing a specific challenge in Africa. They used that to gauge how I think and approach business problems. I found this practical assessment really engaging. It’s a cool way to evaluate potential entrepreneurs.
Inside Antler’s Program
Q: How did Antler’s curriculum and mentorship help your company grow?
A: Being one of the youngest founders in the Dutch program, and maybe even worldwide, I learned a ton. I was 25 when I got funded. I’m 26 now. In my company, I’m working with folks who are older than me, which is a unique dynamic. But age is just a number, right? Still, experience does count, especially when you’re learning to build a company and form relationships.
My partner is older and more experienced in areas where I’m not, and that’s been a huge asset. I got to learn from him right from the get-go. And it’s not just him. Being part of a cohort where many members were older and wiser gave me incredible insights. I absorbed a lot of wisdom from them, which you can’t put a price on.
Q: What benefits did you gain from Antler, besides just the funding?
A: The network is invaluable. Imagine, thousands apply, but only about 50 make it into each cohort. You get to know these people closely over a few intense weeks. It’s all about figuring out if you can work together. By the end, you’ve had deep conversations with nearly everyone. They sort of become your friends. I still keep in touch with most of them. The relationships formed during that time go way beyond just professional networking; it’s a community that you become a part of. And that, in itself, is worth its weight in gold.
Q: Did Antler assist you in raising funding for your startup?
A: Definitely, we kicked off with a pre-seed round from Antler in January 2022. After that, we moved into the angel investment arena. We specifically wanted backers with a strong foothold in the food space. For example, we have an investor who has specialized in moving food from point A to point B, super relevant for us. Another investor owns multiple restaurants, so he offers insights into how restaurants would view our model.
So now, our focus is shifting again. We’re targeting family funds or angels who can invest bigger amounts. We’re also considering another VC round down the line. The initial support from Antler gave us a strong foundation and the confidence to seek out these specialized investors, helping us tailor our growth strategy.
Sous Current Status
Q: What is Sous’s focus now and what strategies are currently helping you accelerate growth?
A: We’ve got multiple channels, but the key for us is leveraging the marketing of the restaurants we partner with. We’re a marketplace bringing together top-notch restaurants, chefs, and brands. They bring their customer base to our platform, and that’s a win-win. People come to us when they’re looking for a dining experience that’s a cut above the rest.
But the real game-changer for us has been community building. We’ve got a strong community of over 70,000 people that we’re focused on growing. My partner and I strongly believe in the power of combining brand building with community engagement. If you’ve got a brand that people love and a community that’s deeply engaged, you can sell anything—from olive oil to caviar. That’s the core philosophy driving our growth right now.
Final Advice
Q: Any last pieces of advice for founders considering joining Antler?
A: When I joined Antler, there were people who had skills that were way above mine. I was just 25 and had a couple of small ventures under my belt. But what made the difference for me was my hustle. I was the first one in, the last one out. I made it my mission to connect with everyone in the cohort—all 50 of them.
You see, there were others who had the skills but also had this attitude of “I’m skilled, so let’s see what happens.” That wasn’t me. I was there to succeed. I wanted that Antler funding. I wanted to build my next startup with them. Nothing else mattered.
So all in all, hustle hard. Network like your startup’s life depends on it because it just might. Talk to everyone, build relationships, and give people a reason to want to work with you. The magic of Antler isn’t just in the funding; it’s in that room filled with talent. Use it. Even if you don’t get funded, the connections you make there are invaluable. You’ll find people to work with, one way or another. That’s the true essence and value of the Antler program.