Will Hawthorne

Wildcard
DISC Type : cis

Owner at Avid Capital Advisors

San Francisco Bay Area, United States

Overview

Will Hawthorne is a General Partner at Sugar Capital, focusing on early-stage investments in commerce technology. With over 20 years of experience in M&A and corporate finance, including roles as Head of Internet and Digital Media at JPMorgan and founder of Code Advisors, he brings extensive financial expertise to the firm.

Originally from the Bay Area, Will is a University of Southern California alumnus and earned his MBA from the Kellogg School of Management. He began his career in public accounting, earning his CPA, and now lives with his wife, with their three children currently in college.

Unique fact: Before his extensive career in finance and venture capital, Will ran the seasonal sports business for DirecTV.

Personality Overview

Curious But Skeptical

ROI Driven

Requires Proof

They typically tend to be late adopters even when they seem friendly and excited about what you have to sell  They are unlikely to ever become strong champions even when the conversations are going well; you should focus on cultivating other champions They are often friendly and nice, but can sometimes suprise you with their piercing questions

Topics They Care About

Future of Commerce
As a General Partner at Sugar Capital, his firm's core thesis is investing at the intersection of technology and commerce, specifically in companies that are shaping how consumers buy and sell.
eCommerce Software
Sugar Capital's investment strategy focuses heavily on the "picks and shovels" of retail, backing software companies like Postscript, Disco, and Reflex that power the commerce ecosystem.
Mergers & Acquisitions
He has a deep background in M&A, having founded Code Advisors and Avid Capital Advisors, and completed over 110 transactions throughout his career at JPMorgan and Code Advisors.

Media Appearances

Will has no verified media appearances

Work History

4-2023
Owner at Avid Capital Advisors
12-2022
Board Observer at Lvble
5-2022
Board Observer at Reflex
1-2021 - 3-2022
Board Member at Snif
10-2020
Board Observer at Disco

Education

1998 - 2000
MBA from Northwestern University - Kellogg School of Management
1989 - 1993
BS from University of Southern California

More Information

Social Presence :

Prographics :

Exp : 26 Location : San Francisco Bay Area, United States Job Level : N/A Designation : Owner at Avid Capital Advisors
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Insights For Selling To Will

During A Call Or A Meeting

DO's

  • Use phrases like ‘clear proof that’, ‘data shows’ etc.
  • Ask them questions to understand their needs better while staying affable
  • Persuade objectively how your product will help them achieve their goals

DONT's

  • Avoid phrases like ‘trust me’, ‘you will just love it’ etc.
  • Don't ask them to move fast, let them take their time and digest all the information
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Will is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Will

  • They are likely to give you a clear answer without taking you around in circles. However, if you share a good relationship, they might not be so forthcoming.

Insights For Deal Planning

    How fast (or slow) will Will move?

  • They like to perform full analysis and can take time to make any decision.
  • Can Will take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Will

Personality Compatibility


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