Read the pitch deck a Gary Vaynerchuk-backed data startup used to raise $10 million from investors like Walmart’s ex-ecommerce CEO

  • Data analytics company Tracer raised $9.9 million after spinning out of ad agency VaynerMedia.
  • Its fundraising deck focuses on its clients, software product, and relationship with backer Gary Vaynerchuk.
  • Investors include ex-Walmart exec Marc Lore and Jay-Z’s business partner Brett Yormark.
  • See more stories on Insider’s business page.

Data analytics software company Tracer in June announced a $9.9 million seed funding round led by big names like former Walmart and Amazon exec Marc Lore and NBA star Kevin Durant’s firm Thirty Five Ventures.

The company started in 2015 as a unit of Gary Vaynerchuk’s ad agency VaynerMedia. Tracer is a software platform that automatically collects and organize data that isn’t personally identifiable. It also offers free consulting services.

Tracer CEO Jeffrey Nicholson said he pitched the idea to Vaynerchuk and it operated in stealth mode for three years before spinning off in 2018.

Vaynerchuk introduced the company’s principals to investors he knew and advised Tracer on tailoring its presentation to them. For example, he suggested wooing Lore with data and emphasizing top-line growth and big-name clients when pitching Brett Yormark, co-CEO of Jay-Z’s sports agency Roc Nation United. Yormark later joined the seed round.

Below is Tracer’s fundraising deck.

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