Yasha Estraikh

Background

Yasha has 10 years of experience working with brands in helping them to formulate and implement research-led, customer-focused marketing and communications strategies. At Piper Equity, his focus is on originating new deals by building relationships with entrepreneurs, commercial due diligence and, post-investment, supporting investee brands in their brand development and customer insight needs.

What skills can you bring as a mentor?

With a discerning eye for detecting consumer trends over fads, his main skill is in working with entrepreneurs to help them understand how a brand is better and different through the lens of the brand proposition, business model, growth divers, team and investment needs. Ultimately, his passion is for instilling the customer at the heart of what brands do.

What do you think makes the difference between a good business and a brilliant business?

The best brands have integrity and at their heart are based on a natural passion and ambition from the founders – they have a reason for existing above and beyond making money. Reputation is based on what you say, what you do and what others say about you. A great brand is able to communicate all three with ease and genuineness. The holy grail is when customers, staff and management think and feel the same way about the brand.

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Associate Partner, Piper Private Equity