Episode Details
Back to Episodes
EP 112: How He Built and Sold a $100M Startup Twice | Dan Rosenberg
Description
He built a $100M creator platform—and sold it twice. Here’s what actually happens after the deal closes.
Daniel Rosenberg, cofounder of Represent.com, shares how he helped creators and celebrities sell products without upfront cost using on-demand production. This removed the biggest barrier for creators: launching a business without upfront cost or inventory risk.
In this episode, he explains how Represent grew by working with top talent, why they focused on fewer, higher-value creators, and the risks that came with scaling fast. He also breaks down what really happens when you sell a company—from long deal processes to post-acquisition challenges.
Daniel also shares how the creator economy is changing. Today, creators don’t just want sponsorships—they want ownership and equity.
What you’ll learn in this episode:If you’re building a startup or thinking about exits, this episode gives you real, practical insights.
How creators sell products without upfront cost
Why choosing the right market matters
The risks of scaling through big deals
What actually happens during an acquisition
Why many deals fall apart
How the creator economy is shifting toward ownership
Raising capital?
Get a list of vetted VCs for FREE here: https://web.thunder.vc/list-of-investors-vcs-for-founders?utm_source=Youtube&utm_medium=EP+112&utm_campaign=%24100M+Exits
Get the latest fundraising insights, news, and tips:
https://blog.thunder.vc/funding-101?utm_source=Youtube&utm_medium=EP+112&utm_campaign=%24100M+Exits
Here's what you're in for:
00:00 Meet Daniel Rosenberg
00:49 Represent Origin Story
03:07 Landing Big Talent
05:26 Growth Engine Explained
07:49 Mayweather Cash Drop
10:06 Licensing With Major IP
11:01 Affiliate Versus Celebrity Focus
15:05 Custom Ink Acquisition
18:18 Deal Terms And Earnout
19:59 Diligence Distraction Lessons
21:40 Post Merger Integration
25:10 Selling To Cameo
29:37 Cameo Integration Reality Check
33:33 Why Dan Stepped Away
35:51 Ownership Shift In Creator Economy
38:20 Partnering With Creators
40:57 Risks And Who Should Worry
43:12 Resources And Closing
ABOUT DANIEL ROSENBERG
Daniel “Dan” Rosenberg is a founder and entrepreneur best known for building Represent.com, a platform that helped creators and celebrities sell merchandise without upfront cost.
He scaled the company to a $100M+ exit, selling it to Custom Ink, and later helped lead another sale to Cameo.
Today, he focuses on the creator economy through Material Group, where he works with creators to build businesses where they have ownership—not just sponsorship deals.
You can reach out to Daniel through:
LinkedIn: https://www.linkedin.com/in/danielrosenberg1/
Website: https://www.materialgroup.co/
ABOUT JASON KIRBY
Jason Kirby is the co-founder of Thunder, a tech-enabled investment bank helping founders reach their ideal target outcomes through capital strategy and M&A.
He is a serial entrepreneur with four exits and decades of experience in fundraising, M&A, and business building. In his career, he has coached hundreds of