Spotlight interview with...
Scott Law
Head of Ventures, Quadri Ventures
Spotlight interview with...
Scott Law
Head of Ventures, Quadri Ventures
Can you tell me some more about Quadri Ventures and what you do?
Quadri Ventures is an enterprise B2B SaaS investment fund, investing in early stage technology companies from Seed to Series B. We’re vertical and geography agnostic, but we invest solely in companies being built on Amazon Web Services. My role is Head of Ventures, which means I lead on post-investment growth. I do spend time sourcing and finding companies to invest in, but the bulk of my time is spent after we’ve made the investment working with founders and founding teams to help them grow.
What criteria does Quadri Ventures use to evaluate potential investments in B2B SaaS companies, and what specific qualities do you look for in these startups?
Our thesis is that we want to invest in B2B SaaS companies that are solving a problem for enterprise customers. They need to be turning around a minimum annual recurring revenue and be able to demonstrate customer traction. Some of the questions we’d ask ourselves are:
Are they selling to enterprise customers?
Have they done it more than once?
Are their customers people outside of their personal network?
Do they know how to take their product to market?
Do they know how to do the sales process?
Do they understand how to sell to companies the size of Sony or GSK etc?
Who are the team?
What are their backgrounds?
Essentially, we want confidence that they can sell their product in a repeatable, scalable way.
How important are the founders and their backgrounds in your investment decision-making process?
Founders play a huge role in the decision to invest in a business. Personally, I’m looking at two things. Firstly, what is their experience? Do they come from the industry, are they serial entrepreneurs, what were they doing before this? And secondly, what are they like as people? Do they have complementary skill sets, what traits do they have?
Investing is a people-based business and can feel a lot like entering a relationship with someone. In fact, someone once said that an investment can be longer than some marriages! It’s important that you get on with these people, and certainly from working on the post-investment growth side there has to be some kind of synergy or shared passion.
"Investing is a people-based business and can feel a lot like entering a relationship with someone. In fact, someone once said that an investment can be longer than some marriages!"
Scott Law, Head of Ventures, Quadri Ventures
As an investor with entrepreneurial experience, how much weight do you give to the founder's personal qualities versus the business idea itself when making investment decisions?
Having been a founder myself, I’m always keen to back the right people. If someone’s got the courage to leave their job and try to solve a problem, then I want to help them succeed.
My personal experience has been that it’s not uncommon to back a person over an idea. The idea might not be the best in the world, but sometimes you meet someone who is very investable, and you’d back them whatever they turned their hand to. That comes through very quickly when you speak to people, usually when they jump on a call to go through their pitch deck.
How important is relationship building in the pre-investment phase for VCs, and what strategies do you use to establish a strong market presence and attract the right investment opportunities?
A lot of what we do pre-investment comes down to relationship building. VCs need to be nurturing potential deals anywhere between six to 12 months in advance, so it’s essential for investors to have an agreed line on what they’re going to be known for in the market to encourage the right referrals and inbound opportunities. For us, that’s where PR is a core pillar of our strategy – we have created a brand based on what we want to align ourselves with and we communicate that consistently to the market.
What are the key elements founders should focus on when preparing for a pitch, particularly regarding their go-to-market strategy and operational readiness?
For founders entering a pitch environment, it’s crucial to demonstrate not only strong financial projections but also a comprehensive go-to-market strategy, including proficiency in managing enterprise sales cycles, responding to RFPs, ensuring compliance and governance, maintaining information security, and executing effective marketing plans.
And if something does crop up that you hadn’t considered, be honest about that. Investors are there to add value, and we can offer help when needed. There’s a balance to strike between what is realistically achievable versus being overly ambitious, and I’d always prefer honesty, transparency and integrity.
"If something does crop up that you hadn’t considered, be honest about that. Investors are there to add value, and we can offer help when needed."
Scott Law, Head of Ventures, Quadri Ventures
How does your firm approach post-investment support for portfolio companies, and what type of relationship do you aim to foster with founders?
Each VC will have their own preferences on how they like to be involved post-investment, but my view is that the support should be provided as and when needed. We’re investing in companies and teams that we believe in, so although we have active board seats we do also respect the level of service that the people we work with actually want.
We’re there to be a trusted advisor, so we want to foster a relationship where there’s open channels of communication and no one worries about picking up the phone to run through any challenges or ask for advice. We need our teams to feel comfortable sharing things with us so that we can work through problems together, and that comes back to the criteria we evaluate against when deal sourcing and weighing up whether we think we can broker that type of relationship with that individual from the outset.
How does the importance of PR and marketing evolve throughout a startup's investment journey, from seed stage to later funding rounds?
The need for PR and marketing increases at each stage of the investment journey. At seed stage, founders are usually selling a dream more than a fully functional product, so the better it looks, feels and sounds then the more chance you’ll have with securing funds. But the truth is that at such an early stage, it’s not always possible.
However, as you then head to pre-series A and beyond, it becomes a necessity to have your brand figured out, especially in a hyper competitive market where you need to cut through the noise and stand out from the crowd.
"As you head to pre-series A and beyond, it becomes a necessity to have your brand figured out, especially in a hyper competitive market where you need to cut through the noise."
Scott Law, Head of Ventures, Quadri Ventures
How does Quadri Ventures assess the 'PR-ability' of a company during early-stage investment discussions, and why is PR considered fundamental for enterprise B2B SaaS companies?
We’ve always loved working with Element to supply PR and marketing to companies we invest in, and the ‘PR-ability’ of a company is something that we’re thinking about even during early-stage conversations. For example, I’ll be considering whether the founder is able to sell themselves and how we could package the proposition up and make it look and sound professional.
As our ventures are enterprise B2B SaaS companies, they need to look and feel like quality brands for larger organisations to take a chance with them, so PR and marketing are fundamental in establishing that credibility. An obvious example of this is the website which should be reflective of the brand and its culture from day one. If I’m going to put my name against something that carries a certain value just in its look and appearance, then it needs to be executed to a really high level.
About Scott Law
As a two-time founder and formerly serving as an AWS Senior Manager for VC and Innovation. Scott brings a wealth of experience in innovation and go-to-market strategies.
And previously holding the role of VC GTM Lead at Capita Scaling Partners, he has have demonstrated his ability to drive successful ventures and strategic initiatives.
Scott’s expertise lies in navigating the intersection of technology, venture capital, and market expansion, positioning his as a valuable asset in driving growth and innovation in today’s dynamic business landscape.
More resources
Get to Know: Harry Cross, Communications Associate
By Tom Webb, CEO In our ‘get to know’ blog series, I’m posing a few questions to the Element team. Next up, we have our Communications Associate, Harry Cross. What drew you to PR and communications? A combination
Why newsjacking is more than a media opportunity
Around the clock, stories break that spark industry-wide conversations. For companies, this presents the perfect opportunity to build credibility and showcase their expertise. While every business has something to say, the challenge is to provide meaningful insight before
Why your communications plans should never be set in stone
A business’ communications strategy is usually formalised at milestone moments, like during a brand refresh, a funding round or a major product launch, and then so often is left to gather dust until another big update. The trouble
Writer’s Toolbox appoints Element Communications to champion the future of how writing is taught in schools
Woking, UK – 9th July 2026: Writer’s Toolbox, the fast-growing EdTech company pioneering evidence-based writing improvement programmes that help schools transform literacy outcomes, has appointed Element Communications as its PR partner to support its next phase of growth and influence. At a time when schools continue to face a writing crisis despite significant progress in reading attainment,
bit.bio appoints Element Communications to power global growth story following $50m raise
London, UK – 27 May 2026: Cambridge biotech company bit.bio has appointed Element Communications to lead an ambitious international PR campaign at a crucial stage of its growth journey. Earlier this year, the company raised a $50m Series C funding round led by M&G investments