Founded in 2018, Starting Line is a venture capital firm that specializes in investing in companies involved in consumer products and services. Based in Chicago, Illinois, the firm focuses on supporting early-stage businesses in their growth and development. With a consumer-centric approach, Starting Line aims to identify and back promising startups that cater to the needs and preferences of today's consumers. By providing funding and strategic guidance, the firm helps these companies navigate the competitive landscape and achieve their full potential in the market.