Key Takeaways<\/h2>\n\n- Collins co-founded automated pizza parlor Zume Pizza, which hit unicorn status in 2018.<\/li>\n
- She left the company to focus on Planet FWD, a sustainability platform for brands. <\/li>\n
- Collins has raised more than $500 million in venture capital and extols authentic leadership.<\/li>\n<\/ul>\n<\/div>\n
\u201c\u200aI\u2019ve always been deeply interested in how businesses come to life,<\/a>\u201d says Julia Collins, a serial entrepreneur based in San Francisco, California. \u201cThis is something that was taught to me through my family. My grandparents and parents were entrepreneurs<\/a>. So I didn\u2019t even think there was anything special or different, let alone strange, about wanting to be someone who built my own business.\u201d<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/08\/IMG_5254.jpeg?w=683\")
Image Credit: Courtesy of Planet FWD. Julia Collins. <\/figcaption><\/figure>\nOver the years, Collins, who holds an MBA from Stanford<\/a> University, has raised more than $500 million in venture capita<\/a>l and built companies spanning hospitality, consumer products, robotics, artificial intelligence and climate technology.\u00a0<\/p>\nIn 2015, Collins and Alex Garden co-founded Zume Pizza<\/a>, a venture-backed Silicon Valley startup focused on the automated production and delivery of pizzas. She became the first Black woman to co-found a unicorn company<\/a> when Zume surpassed a valuation of $1 billion in 2018.\u00a0<\/p>\nThat year, Collins left Zume to found Planet FWD<\/a>, a sustainability platform helping brands measure, reduce and report their carbon footprint.\u00a0<\/p>\nEntrepreneur <\/em>sat down with Collins to learn more about her business journey and the advice aspiring entrepreneurs can take into their own.\u00a0<\/p>\nBe the first hire on an early-stage team\u00a0<\/h2>\n
In 2010, Collins became the first employee<\/a> to work at Mexicue, a Mexican-American barbecue chain founded by her friends Thomas Kelly and David Schillace. The concept began as a food truck in New York City before expanding into brick-and-mortar locations.\u00a0<\/p>\nBeing the first hire<\/a> on an early-stage team is an effective way to understand if the beginning stages of entrepreneurship are a good fit for you \u2014 and involves less risk than immediately founding your own company, Collins says.\u00a0<\/p>\n\u201c\u200aThat experience taught me a tremendous amount about capital efficiency,\u201d Collins adds. \u201cWe didn\u2019t have venture backing or a small business loan<\/a>. We just had to be profitable out of the gate and fund our growth through the ongoing profitable operations of our business.\u201d\u00a0<\/p>\nAs a result, Collins also learned a lot about product-market fit<\/a>: how easy it is to grow a business when it fills a real need, and how difficult it is when it doesn\u2019t.\u00a0<\/p>\nThe experience also taught her the value of building the right team. <\/p>\n
\u201c\u200aNo matter what business you\u2019re in, no matter what product you think you\u2019re selling, it is always about the people behind that product,\u201d Collins says. \u201cEven in a world where AI<\/a> is disrupting the way that we think about value creation and intelligence, at the end of the day, it is all about the humans who are coming up with the solution.\u201d<\/p>\nDon\u2019t conflate your value with the value of your company\u00a0<\/h2>\n
As someone who\u2019s raised more than $500 million in venture capital<\/a>, Collins acknowledges it can be a difficult experience, especially for founders new to the scene.\u00a0<\/p>\nOne common mistake she always cautions founders against? Conflating your value as a person with the value of your company.<\/p>\n
\u201c\u200aBecause almost certainly, that valuation is either too high or too low,\u201d Collins explains. \u201cTherefore, you will be valuing your own success in an unrealistic way on either side. So you cannot value yourself based on the valuation of your company. You have to really separate those two.\u201d<\/p>\n
More money isn\u2019t always better either.\u00a0<\/p>\n
\u201cWhen \u200ayou see these term sheets<\/a> come in with more zeros than you\u2019re accustomed to, it can really boggle your mind,\u201d Collins says. \u201cAnd there\u2019s often a temptation to take the term sheet that\u2019s the most money or has the best terms.\u201d<\/p>\nInstead, Collins encourages founders to take a step back and consider their potential investor. How have they treated other founders? Get references from founders who saw big exits, medium-term outcomes and even failures.\u00a0<\/p>\n
Figure out where capital can meet impact \u2014 then lean in<\/h2>\n
When Collins stepped away from Zume to found Planet FWD in 2018, she had a clear goal: She wanted to focus on the climate-related impacts of the food system.\u00a0<\/p>\n
\u201c\u200aWhen most people think about addressing climate change<\/a>, they think about windmills and solar panels and decarbonization,\u201d Collins says. \u201cAll of those things are incredibly important. But most people don\u2019t realize that between a quarter and a third of all greenhouse gas emissions<\/a> come from land use and food systems.\u201d\u00a0<\/p>\nPlanet FWD raised a total of $16.8 million with its Series A round in 2022<\/a> and has expanded its mission beyond food brands to help fashion and beauty companies and other major retailers.\u00a0<\/p>\nWhat\u2019s more, Collins put Planet FWD\u2019s impact to the test when she founded Moonshot Snacks in 2019. Inspired by Collins\u2019 son, the sustainable snack line for kids was built on an organic and regenerative supply chain.\u00a0\u00a0<\/p>\n
\u201c\u200aWe took off like a rocket ship,\u201d Collins says. \u201cI could not have predicted the growth around Moonshot.\u201d\u00a0<\/p>\n
Moonshot even caught Patagonia<\/a>\u2019s attention. Patagonia Provisions, the company\u2019s food and beverage division, acquired the brand<\/a> for an undisclosed amount in 2023. It was Patagonia\u2019s first acquisition in more than 20 years.\u00a0<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/08\/IMG_5249_9c4a32.jpeg?w=1024\")
Image Credit: Courtesy of Planet FWD. Julia Collins.<\/figcaption><\/figure>\nBe a purpose-driven leader who gives people permission<\/h2>\n
Early in her career, Collins received a lot of leadership coaching<\/a> from people who meant well \u2014 but tried to dissuade her from being too nice.\u00a0<\/p>\n\u201cAnd even some subtle coaching around being too feminine,\u201d Collins recalls. \u201cBut when I tried to be less nice, and I tried to be less feminine, I sounded ridiculous.\u201d\u00a0<\/p>\n
Over time, Collins realized she would be the most powerful leader<\/a> if she stayed true to her values: being kind and caring deeply about people.<\/p>\n\n\u200aIf you have employees and investors who share your passion for purpose, you\u2019ll do very well.<\/p>\n<\/blockquote>\n
Although it\u2019s important to deliver your best and hold yourself to a high standard, you should always lead from a truly authentic place, Collins says.\u00a0<\/p>\n
\u201c\u200aWhen you do that, you give people permission to also be who they are, and I think that is how people give their best work, when they feel safe, when they feel valued, and when they feel like they can show up in their own skin,\u201d she explains.\u00a0<\/p>\n
Leading with purpose<\/a> comes with advantages across the board \u2014 whether you\u2019re managing employees or raising capital.<\/p>\n\u201c\u200aIf you have employees and investors who share your passion for purpose, you\u2019ll do very well,\u201d Collins says. \u201cIf you don\u2019t, it will become increasingly hard to put the purpose with the profit.\u201d\u00a0<\/p>\n<\/p><\/div>\n
\n\nKey Takeaways<\/h2>\n\n- Collins co-founded automated pizza parlor Zume Pizza, which hit unicorn status in 2018.<\/li>\n
- She left the company to focus on Planet FWD, a sustainability platform for brands. <\/li>\n
- Collins has raised more than $500 million in venture capital and extols authentic leadership.<\/li>\n<\/ul>\n<\/div>\n
\u201c\u200aI\u2019ve always been deeply interested in how businesses come to life,<\/a>\u201d says Julia Collins, a serial entrepreneur based in San Francisco, California. \u201cThis is something that was taught to me through my family. My grandparents and parents were entrepreneurs<\/a>. So I didn\u2019t even think there was anything special or different, let alone strange, about wanting to be someone who built my own business.\u201d<\/p>\nImage Credit: Courtesy of Planet FWD. Julia Collins. <\/figcaption><\/figure>\nOver the years, Collins, who holds an MBA from Stanford<\/a> University, has raised more than $500 million in venture capita<\/a>l and built companies spanning hospitality, consumer products, robotics, artificial intelligence and climate technology.\u00a0<\/p>\nIn 2015, Collins and Alex Garden co-founded Zume Pizza<\/a>, a venture-backed Silicon Valley startup focused on the automated production and delivery of pizzas. She became the first Black woman to co-found a unicorn company<\/a> when Zume surpassed a valuation of $1 billion in 2018.\u00a0<\/p>\n<\/p><\/div>\n
\u201c\u200aI\u2019ve always been deeply interested in how businesses come to life,<\/a>\u201d says Julia Collins, a serial entrepreneur based in San Francisco, California. \u201cThis is something that was taught to me through my family. My grandparents and parents were entrepreneurs<\/a>. So I didn\u2019t even think there was anything special or different, let alone strange, about wanting to be someone who built my own business.\u201d<\/p>\n Over the years, Collins, who holds an MBA from Stanford<\/a> University, has raised more than $500 million in venture capita<\/a>l and built companies spanning hospitality, consumer products, robotics, artificial intelligence and climate technology.\u00a0<\/p>\n In 2015, Collins and Alex Garden co-founded Zume Pizza<\/a>, a venture-backed Silicon Valley startup focused on the automated production and delivery of pizzas. She became the first Black woman to co-found a unicorn company<\/a> when Zume surpassed a valuation of $1 billion in 2018.\u00a0<\/p>\n That year, Collins left Zume to found Planet FWD<\/a>, a sustainability platform helping brands measure, reduce and report their carbon footprint.\u00a0<\/p>\n Entrepreneur <\/em>sat down with Collins to learn more about her business journey and the advice aspiring entrepreneurs can take into their own.\u00a0<\/p>\n In 2010, Collins became the first employee<\/a> to work at Mexicue, a Mexican-American barbecue chain founded by her friends Thomas Kelly and David Schillace. The concept began as a food truck in New York City before expanding into brick-and-mortar locations.\u00a0<\/p>\n Being the first hire<\/a> on an early-stage team is an effective way to understand if the beginning stages of entrepreneurship are a good fit for you \u2014 and involves less risk than immediately founding your own company, Collins says.\u00a0<\/p>\n \u201c\u200aThat experience taught me a tremendous amount about capital efficiency,\u201d Collins adds. \u201cWe didn\u2019t have venture backing or a small business loan<\/a>. We just had to be profitable out of the gate and fund our growth through the ongoing profitable operations of our business.\u201d\u00a0<\/p>\n As a result, Collins also learned a lot about product-market fit<\/a>: how easy it is to grow a business when it fills a real need, and how difficult it is when it doesn\u2019t.\u00a0<\/p>\n The experience also taught her the value of building the right team. <\/p>\n \u201c\u200aNo matter what business you\u2019re in, no matter what product you think you\u2019re selling, it is always about the people behind that product,\u201d Collins says. \u201cEven in a world where AI<\/a> is disrupting the way that we think about value creation and intelligence, at the end of the day, it is all about the humans who are coming up with the solution.\u201d<\/p>\n As someone who\u2019s raised more than $500 million in venture capital<\/a>, Collins acknowledges it can be a difficult experience, especially for founders new to the scene.\u00a0<\/p>\n One common mistake she always cautions founders against? Conflating your value as a person with the value of your company.<\/p>\n \u201c\u200aBecause almost certainly, that valuation is either too high or too low,\u201d Collins explains. \u201cTherefore, you will be valuing your own success in an unrealistic way on either side. So you cannot value yourself based on the valuation of your company. You have to really separate those two.\u201d<\/p>\n More money isn\u2019t always better either.\u00a0<\/p>\n \u201cWhen \u200ayou see these term sheets<\/a> come in with more zeros than you\u2019re accustomed to, it can really boggle your mind,\u201d Collins says. \u201cAnd there\u2019s often a temptation to take the term sheet that\u2019s the most money or has the best terms.\u201d<\/p>\n Instead, Collins encourages founders to take a step back and consider their potential investor. How have they treated other founders? Get references from founders who saw big exits, medium-term outcomes and even failures.\u00a0<\/p>\n When Collins stepped away from Zume to found Planet FWD in 2018, she had a clear goal: She wanted to focus on the climate-related impacts of the food system.\u00a0<\/p>\n \u201c\u200aWhen most people think about addressing climate change<\/a>, they think about windmills and solar panels and decarbonization,\u201d Collins says. \u201cAll of those things are incredibly important. But most people don\u2019t realize that between a quarter and a third of all greenhouse gas emissions<\/a> come from land use and food systems.\u201d\u00a0<\/p>\n Planet FWD raised a total of $16.8 million with its Series A round in 2022<\/a> and has expanded its mission beyond food brands to help fashion and beauty companies and other major retailers.\u00a0<\/p>\n What\u2019s more, Collins put Planet FWD\u2019s impact to the test when she founded Moonshot Snacks in 2019. Inspired by Collins\u2019 son, the sustainable snack line for kids was built on an organic and regenerative supply chain.\u00a0\u00a0<\/p>\n \u201c\u200aWe took off like a rocket ship,\u201d Collins says. \u201cI could not have predicted the growth around Moonshot.\u201d\u00a0<\/p>\n Moonshot even caught Patagonia<\/a>\u2019s attention. Patagonia Provisions, the company\u2019s food and beverage division, acquired the brand<\/a> for an undisclosed amount in 2023. It was Patagonia\u2019s first acquisition in more than 20 years.\u00a0<\/p>\n Early in her career, Collins received a lot of leadership coaching<\/a> from people who meant well \u2014 but tried to dissuade her from being too nice.\u00a0<\/p>\n \u201cAnd even some subtle coaching around being too feminine,\u201d Collins recalls. \u201cBut when I tried to be less nice, and I tried to be less feminine, I sounded ridiculous.\u201d\u00a0<\/p>\n Over time, Collins realized she would be the most powerful leader<\/a> if she stayed true to her values: being kind and caring deeply about people.<\/p>\n \u200aIf you have employees and investors who share your passion for purpose, you\u2019ll do very well.<\/p>\n<\/blockquote>\n Although it\u2019s important to deliver your best and hold yourself to a high standard, you should always lead from a truly authentic place, Collins says.\u00a0<\/p>\n \u201c\u200aWhen you do that, you give people permission to also be who they are, and I think that is how people give their best work, when they feel safe, when they feel valued, and when they feel like they can show up in their own skin,\u201d she explains.\u00a0<\/p>\n Leading with purpose<\/a> comes with advantages across the board \u2014 whether you\u2019re managing employees or raising capital.<\/p>\n \u201c\u200aIf you have employees and investors who share your passion for purpose, you\u2019ll do very well,\u201d Collins says. \u201cIf you don\u2019t, it will become increasingly hard to put the purpose with the profit.\u201d\u00a0<\/p>\n<\/p><\/div>\n \u201c\u200aI\u2019ve always been deeply interested in how businesses come to life,<\/a>\u201d says Julia Collins, a serial entrepreneur based in San Francisco, California. \u201cThis is something that was taught to me through my family. My grandparents and parents were entrepreneurs<\/a>. So I didn\u2019t even think there was anything special or different, let alone strange, about wanting to be someone who built my own business.\u201d<\/p>\n Over the years, Collins, who holds an MBA from Stanford<\/a> University, has raised more than $500 million in venture capita<\/a>l and built companies spanning hospitality, consumer products, robotics, artificial intelligence and climate technology.\u00a0<\/p>\n In 2015, Collins and Alex Garden co-founded Zume Pizza<\/a>, a venture-backed Silicon Valley startup focused on the automated production and delivery of pizzas. She became the first Black woman to co-found a unicorn company<\/a> when Zume surpassed a valuation of $1 billion in 2018.\u00a0<\/p>\n<\/p><\/div>\nBe the first hire on an early-stage team\u00a0<\/h2>\n
Don\u2019t conflate your value with the value of your company\u00a0<\/h2>\n
Figure out where capital can meet impact \u2014 then lean in<\/h2>\n
Be a purpose-driven leader who gives people permission<\/h2>\n
\n
Key Takeaways<\/h2>\n
\n