Investing in Purpose: A conversation with Kjetil Larsen, founder of Maracuja
As Maracuja enters its second year, it has already carved a niche as a purpose-driven investment company, focusing on sustainability, community, and innovation. With plans to launch the Maracuja DAO in early 2025, the company is moving toward a more decentralized and transparent model that engages its community in decision-making. In this interview, Kjetil Larsen shares Maracuja’s journey as an investment company, the unique challenges and opportunities in purpose-driven investing, and what lies ahead with the upcoming DAO launch.
What inspired you to start Maracuja?
A big part of it was how much I enjoyed the culture at my last job before the company went public. Much as I had anticipated and warned our CEO of, Wall Street ruined the company culture. Suddenly it was all about KPIs (Key Performance Indicators), profit, etc etc. I was one of the first in my department to quit, having already decided on and announced the company name, Maracuja. Within a year, almost all my colleagues had quit. Another part of it is my long love for music and art. I had already founded vPatina years ago with a good friend, with the aim of supporting galleries that support emerging artists, and "Live your passion" was already one of our mottos.
As an investment company with a focus on purpose, how do Maracuja’s core values guide your investment decisions?
Companies and founders driving by short term thinking, quick "exit strategy", greed, and lack of sustainability are major red flags. Much of it comes down to the team and a personal connection, seeing people in the eye and developing a personal relationship. Having said that, I have still been fooled. It's a learning process.
With Maracuja’s emphasis on both innovation and sustainability, how do youbalance these priorities when selecting investments?
Beyond providing capital, what role does Maracuja play in supporting the
growth and success of its portfolio companies?
What qualities do you look for in founders and teams when forming
partnerships with new ventures?
What do you think sets Maracuja apart from other investment firms in
terms of fostering lasting relationships and community impact?
Transition to the Maracuja DAO
Looking forward, Maracuja is preparing to launch the Maracuja DAO in early 2025. Could you share more about how this new phase will influence the company’s mission and operations?
Exploring the Maracuja DAO
What motivated you to create the Maracuja DAO, and how does it align with Maracuja’s mission to foster transparency and inclusivity in investing?
Could you explain how the Maracuja DAO will be structured to support democratic decision-making and community involvement?
What advantages do you see in adopting a DAO model for Maracuja, as opposed to a more traditional investment structure?
How does the DAO model support Maracuja’s values of transparency and shared decision-making?
As you prepare for the DAO’s launch in early 2025, what trends do you think will shape the future of purpose-driven investing in areas like sustainability and technology?
What challenges do you anticipate with launching and managing the DAO, and how are you preparing to address them?
For founders interested in creating purpose-aligned ventures, what advice would you share based on Maracuja’s journey so far?
For those looking to invest with purpose, what should they consider when evaluating companies, especially those adopting a DAO model?
Closing: Wrap up with a reflection from [CEO's Name] on the journey so far and the excitement surrounding the Maracuja DAO’s launch. Highlight how the DAO will help further Maracuja’s mission of building a more inclusive and impactful investment community, and the vision for Maracuja as a leader in purpose-driven and community-focused investing.