/Founded by the team behind one of the Nordics' largest agency networks. We saw the same pattern repeatedly: great products failing because of distribution, not quality.
Decades of experience in helping companies reach their markets through advertising, performance marketing, PR, content, design, and e-commerce.
AI is accelerating product parity. The companies that win will be the ones that crack distribution. Supermarket was created to invest in that conviction.
Section 1
Most early-stage capital goes to product. Once a company has product-market fit, the next unlock is distribution. That's where most fail.
We back companies at this transition.
Section 2
We invest at Seed. You have product-market fit. Now you need traction, and you get it with go-to-market motions.
Pre-seed
Seed
Where we invest
Series A
The round we get you ready for
Series B
Section 3
A Series A investor wants more than a product that works. They want a company the market already knows.
We help you get to
Section 4
AI is compressing the product development cycle. Building a great product is table stakes.
The moat is shifting from what you build to how you reach people.
Most early-stage companies underinvest in GTM. We exist to fix that.
Section 5
We co-invest alongside a lead, never lead ourselves. With the capital comes the work that makes a company Series A ready.
Category-leading brand
Positioning and brand that make you the obvious choice in your category. Built with PPP Group's agencies.
A GTM motion that works
Hands-on help to find the motion that fits and scale it. From the team behind one of the Nordics' largest agency groups.
Investor buzz
PR and events that put you in front of the investors for your next round.
Section 6
We are not a fund. We invest deal by deal. Early stage: a pooled SPV for broad portfolio access. Later stage: deal-by-deal SPVs that bring the right co-investors and network for that specific company.
Always
We invest our own capital alongside.
Solve with
At Seed you have product-market fit and need traction. You solve it with go-to-market motions. Each motion has a different shape, requires different infrastructure, and breaks in different ways.
The seven we work with most: Inbound, Outbound, Paid, Partner, PR, Community, and Product-Led. Each gets the same treatment below: what it is, who it's for, how it works, when to use it, and our take.
Motion 1
Assets that make customers find you. Not blog posts. Programmatic pages built from structured data, thousands of them, each answering a specific search query.
Who it's for
You have a data advantage. Every restaurant menu in a city. Every hotel listing. Every charging station. If you can turn a dataset into thousands of high-intent pages, this is your motion. If your inbound plan starts with "let's write articles," skip to Community.
How it works
Find a dataset with built-in search demand. Build page templates that scale programmatically. Get the SEO fundamentals right on each page. Build conversion paths from page to product.
When to use it
You have (or can get) structured data that maps to things people actively search for. More pages from better data means compounding returns.
Supermarket's take
Most companies confuse inbound with content marketing. At the GTM-fit stage, articles don't move the needle. Data monsters do. Thousands of pages, each one generated from structured data, each one capturing a specific query. AI makes building this easier than ever. But it also means more noise. The edge goes to whoever has the best underlying data, not the best copywriter.
Motion 2
You go to the customer. Cold email, LinkedIn, calls. You pick who you talk to and when.
Who it's for
You can identify and reach decision makers directly. That means B2B, usually with deal sizes that justify the effort. If you can't name the person who signs the check, outbound probably isn't your primary motion.
How it works
Build enriched lead lists with the right firmographic and contact data. Layer in signals: job postings, tech stack changes, intent data, company news. Prioritize outreach based on those signals instead of blasting everyone at once. Craft an idea worth responding to. Follow up. Most deals don't come from the first touch.
When to use it
You know who your buyer is, you can find them, and you have something relevant to say right now. The "right now" part matters. Outbound without timing is just noise.
Supermarket's take
Bad outbound is spam. Good outbound is the right message to the right person at the right time. Most companies skip the signal layer. They build a list, write a generic sequence, and burn through contacts with bad timing. We help companies enrich their lists and then wait for the right moment to reach out. Relevance and timing decide whether you get a meeting or get blocked.
Motion 3
You pay to reach people through ads. Search, social, display, video. The fastest way to put your product in front of potential customers.
Who it's for
You have a funnel. Doesn't have to be perfect, but you need a path from click to value. If someone lands on your product and can't experience the core value quickly without paying first, paid will burn money. Fix time-to-value first, then turn on spend.
How it works
Build a funnel that delivers value fast after the click. Start with the channels where your buyers already spend attention. Test offers and angles before scaling budgets. Measure what matters: cost to acquire, time to value, retention after signup. Iterate on the offer and creative based on what converts.
When to use it
You have a product people can try or buy with low friction, and you need volume. Paid gives you control over pace in a way most other motions don't.
Supermarket's take
The biggest mistake in early-stage paid isn't bad ads. It's no funnel. Companies turn on spend and send traffic to a product that takes three meetings and a pilot to deliver value. That doesn't work with paid. You need fast time-to-value, ideally without requiring payment upfront. Once the funnel works, creative matters. But creative without a strong offer is decoration.
Motion 4
You grow through someone else's customer relationships. Instead of building your own audience from scratch, you plug into networks, products, and channels where your buyers already are.
Who it's for
Someone else owns the customer relationship you wish you had. Maybe it's a platform your buyers already use, a consultancy they trust, or a retailer that serves them daily. If that relationship exists and you can add value to it, partner is your motion.
How it works
Identify who owns the relationship you want. Build something that creates value for their customers, not just yours. Sign the partnership. This is the starting line, not the finish. Market to your partners: keep them educated, equipped, and motivated. Market through your partners: give them the assets, stories, and reasons to put you in front of their customers.
When to use it
The timeline depends entirely on partner type. An integration listing can drive leads in weeks. A reseller channel takes months to build. Pick the type that matches your urgency.
Supermarket's take
Most companies treat partnerships as a trophy. They sign, do a press release, and move on. That's where most partnerships die. The real work starts after signing. You need to actively sell and market both to and through your partners. Don't collect partners. Activate them.
Motion 5
Getting other people to tell your story. Press coverage, podcast appearances, keynotes, awards, opinion pieces. Credibility through third parties.
Who it's for
You have a story worth telling and a founder willing to tell it. PR requires a specific type of founder who enjoys being visible, wants to put themselves out there, and can communicate with personality. If you have that person, PR is one of the strongest brand-building motions in early stages.
How it works
Find your story. Not your features, not your funding round. The human story behind why this company exists. Put the founder front and center. Build relationships with the journalists and creators who cover your space. Create moments worth covering. Repurpose everything.
When to use it
You have something genuinely interesting to say, and someone in your company who can say it well. PR without a real story is just noise that nobody picks up.
Supermarket's take
Most startups think PR means writing a press release about a new feature. Journalists don't care about your feature. They care about human stories. Conflict, ambition, failure, conviction. The companies that get coverage are the ones where the founder dares to put themselves out there. Not the company brand. The person.
Motion 6
You build a following around a shared interest that overlaps with your product. Newsletters, social accounts, Slack groups, meetups, content hubs. The community is never about your product. It's about your customer's world.
Who it's for
Your buyers belong to a niche with a shared identity or interest. If you sell solar panels, your community isn't "solar panel owners." It's home automation enthusiasts. The community is always bigger than your product category.
How it works
Identify the niche your buyers care about. Their interest, not your product. Create content that serves that niche. Collaborate with other voices in the space. Build a following across the channels where your niche lives. Convert followers to customers over time through trust, not hard selling.
When to use it
There's an active niche with people who care deeply about a topic your product relates to. Community works when there's something to follow, not just something to buy.
Supermarket's take
Community is where content marketing actually belongs. Not under inbound. Here you're building a following of people already in the niche who want to stay current, not catching beginner searches on Google. Stay in the niche. The people in your community are already converted, and their enthusiasm isn't representative of the broader market. But that's the point.
Motion 7
The product drives its own growth. Users experience value, invite others, and the product spreads through usage itself. Not just self-serve signups. Real product-led growth means the product gets better or more useful as more people use it.
Who it's for
You have network effects or a clear referral mechanic built into the product. When one user invites another, both get more value. Think collaboration tools, marketplaces, platforms. Few companies are truly product-led. Be honest about whether yours is one of them.
How it works
Identify the viral loop in your product. How does one user naturally lead to the next? Remove friction from that loop. Build the referral or invite mechanic into the core experience, not bolted on as an afterthought. Measure the loop. Invite rate, acceptance rate, activation rate. If the loop doesn't compound, it's not PLG.
When to use it
Your product has a built-in reason for users to bring in other users. Either through network effects or through a referral incentive strong enough to drive consistent sharing.
Supermarket's take
Most companies that say they're product-led aren't. They have a self-serve signup and word of mouth, and they call it PLG. That's not the same thing. Product-led growth means there's a loop built into the product that compounds with every new user. If you can't draw that loop on a whiteboard, you're not product-led.
Section 7
We're a team of five with backgrounds in operating, investing and building. Reach out to whoever makes sense.
Christian Albinsson
Commercial & Investments
Co-founder of PPP Group, one of the Nordics' largest agency networks. Leads Supermarket's investment process and structures the SPVs that bring the right investors to each deal.
Johan Siwers
Investments & Network
20+ years in digital media and venture investing across Kinnevik, Spray, Schibsted, and IAC. Active angel investor with exits including Insurello, Planday, Bokio, and SAVR. Brings the investor network and deal experience to Supermarket's SPV structures.
Hedvig Falgén-Andreassen
Finance & Reporting
Business economist who has built her career in finance leadership. Former CFO at Homevolt and currently Head of Finance at Slättö. Owns Supermarket's finance and reporting, from SPV administration to investor updates.
Filip Dalhamn
Sourcing & Deal Flow
Co-founder of PPP Group. Finds the companies Supermarket backs. Years of hands-on startup experience and deep roots in the Nordic tech scene.
Patrik Lythell
Portfolio & GTM
Co-founder of PPP Group. Works hands-on with Supermarket's portfolio companies to build and execute their go-to-market motions. Background in performance marketing and creative strategy.