Company Snapshot
Identity And Positioning
| Company | Sourse / Sourse Inc. |
| Website | trysourse.com |
| Founders | Jenne Moore and Andrew Remlinger in the deck; Sarah Hyland joined in 2021. |
| Deck timing | Fall 2020 / PDF created Dec. 9, 2020. |
| Deck stage | Pre-seed SAFE. |
| Deck ask | $500K. |
| Category | Vitamin-infused chocolate, functional food, beauty/wellness supplements. |
| Current state | Active DTC site with skin, hair, sleep, energy, and mood chocolate supplements. |
Funding Record
Rounds And Amounts
| Stage | Date | Amount | Investors | Notes |
|---|---|---|---|---|
| Deck ask | 2020 | $500K SAFE | Not named | Ask tied to revenue, products, subscription, and retail objectives. |
| Pre-seed | 2021 | $1.6M | 25madison plus overlapping investors | Public articles do not fully break out all participants. |
| Seed | 2023 | $2.4M | New Theory, H Ventures, JAWS, Satori, Short List, Harlo, LDR, Sanne Vloet, Nicole Cogan | Glossy says total funding reached $4M. |
Deck-Time Traction
Pre-Seed Proof Points
| Metric | Claim | Training Note |
|---|---|---|
| Beta launch | Summer 2020 Hype Bites sold out through word-of-mouth and earned media. | Strong early demand signal. |
| Beta sales | $22K | Useful pre-seed proof but needs timeframe. |
| August 2020 sales | $50K | Shows early monthly velocity. |
| September 2020 sales | $76K | Shows sequential growth. |
| October 2020 sales | $80K plus Nordstrom/Erewhon partnerships. | Best traction slide signal. |
| DTC gross margin | 72.1% | Strong CPG economics claim. |
| Retail gross margin | 71.6% | Supports retail strategy. |
Slide Intelligence
Reference Slide Patterns
| Slide | Pattern | Key Data | Follow-Up |
|---|---|---|---|
| 1 | Memorable one-line promise. | "Eat your vitamins." | Add category/subtitle for cold readers. |
| 5 | This/not-that consumer contrast. | Chocolate/clean/helpful texts/daily ritual vs pills/powders/plastic jars. | Add direct brand competitors. |
| 8 | Monthly revenue timeline. | $22K beta, $50K Aug, $76K Sep, $80K Oct. | Add CAC, repeat purchase, subscription mix. |
| 9 | DTC and retail unit economics. | 72.1% DTC GM and 71.6% retail GM. | Add CAC/payback, melting/spoilage, seasonal shipping sensitivity. |
| 12 | Ask plus concrete milestones. | $500K SAFE; $300K-$400K monthly revenue objective; 4 products in 12 months. | Add runway and valuation cap/discount if appropriate. |
Outcome Timeline
Post-Deck Validation
| Date | Event | Why It Matters |
|---|---|---|
| 2021 | $1.6M pre-seed after launch. | Validation beyond $500K deck ask. |
| 2021 | Sarah Hyland joins as co-founder/creative director. | Celebrity/brand awareness accelerator. |
| 2021 | 400% first-year growth and 500K+ pouches reported. | Post-deck traction proof; company-claimed. |
| 2023 | 61 Sephora stores and 100+ Whole Foods locations reported. | Retail thesis validation. |
| 2023 | $2.4M seed brings total funding to $4M. | Successful later raise. |
Competitive Context
Peer Set
Sourse's clearest comparable set crosses supplements, beauty ingestibles, functional snacks, and celebrity-backed wellness.
Ritual
Care/of
HUM Nutrition
Olly
Sugarbear
Moon Juice
SmartSweets
Unreal
Risks And Claim Quality
Diligence Flags
- Absorption claims need clinical substantiation and compliant wording.
- Beauty, mood, sleep, energy, and health claims need regulatory review.
- Chocolate format creates thermal shipping and spoilage risk.
- Retail gross margin should be paired with sell-through and returns data.
- Celebrity involvement is a brand accelerator, not a replacement for retention proof.
Source Audit
Primary Sources Used
| Source | Facts Used |
|---|---|
| Glossy | $2.4M seed, total funding, investor list, funding use. |
| BeautyMatter | Seed funding, 61 Sephora stores, 100+ Whole Foods, pre-seed round. |
| Packaging Strategies | Rebrand, launch, $1.6M pre-seed, 400% growth, 500K+ pouches. |
| PRNewswire | Sarah Hyland announcement and product thesis. |
| Sourse official site | Current positioning, product set, 250K+ happy customers, absorption claim. |