Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing · Mike Gelb

Turning Science into Consumer Brands with Osman Khan, Co-Founder & CEO of Squared Circles

·1 hr 1 min·4 clips

Generative AI can cut early concept testing from months to weeks, but it is still only a “four or five” out of 10.

1. Consumer VC features Osman Khan and Squared Circles, a consumer venture studio focused on science-backed brands. 2. Mike Gelb hosts the conversation and frames the show around venture capital and consumer innovation. 3. The episode asks how Squared Circles turns bioscience IP, AI tools, and consumer research into brands that can be commercialized. 4. Khan says generative AI is used at the earliest stage to test concepts with landing pages, product renderings, and marketing copy. 5. He contrasts that process with the older method of hiring designers, building ads, and waiting months for feedback. 6. The studio looks for “early smoke tests” such as willingness to pay, conversion, and direct consumer interest. 7. Khan says a concept can be tested in weeks instead of months when AI is used for rapid iteration. 8. Squared Circles validates ideas through three signals: landing-page tests, expert conversations, and qualitative consumer interviews. 9. Khan says the team usually speaks with 10 to 15 consumers and wraps the loop in six to eight weeks. 10. He says 60 days of silence is a sign that a concept may not be worth pursuing. 11. Khan estimates generative AI is still only a “four or five” out of 10 for building brand identity. 12. He says human work is still needed for font choice, logos, naming, and overall aesthetic direction. 13. The studio’s current themes are food and beverage, health and wellness, microbiome work, skincare, child nutrition, and men’s health. 14. Khan says food tech is more interesting than incremental products like a slightly better peanut butter cup. 15. He describes Squared Circles’ IP partner model as a search for commercializable science with workable cost of goods. 16. He says field of use and exclusivity matter because the studio wants broad rights and long protection around each product. 17. Khan explains that IP partners often want margin, minimum order quantities, royalties, or equity, depending on the deal. 18. He says trust with science partners improved after Squared Circles launched three companies and closed a growth-equity round with Alcaterton. 19. The interview style is practical and detailed, with Mike Gelb pressing for examples on validation, licensing, and fundraising. 20. People interested in consumer venture studios and science-backed CPG products would find this useful; people seeking a light brand-story chat probably would not.

As heard by us

A founder-minded look at how deep tech becomes a consumer business, with real caution around time, dilution, and scale.

Osman Khan and Mike Gelb spend much of the conversation on the hard middle between deep tech, physical products, and the steps that have to line up before an idea can become commercializable.

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Why you'd press play

You want a founder-first take on how consumer innovation, IP, and scale fit together.

Read the full recommendation in PlayNext →

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