Ecommerce startup Windsor Circle went national in searching for new venture capital. Why? And how is AOL founder Steve Case helping as an investor? How does the Durham firm plan to spend its new cash, and are new offices on the horizon? CEO Matt Williamson goes on the record for WRAL TechWire Insiders.

In the second part of our Q&A with Williamson, he discusses the over-subscribed round of $5.25 million, which Windsor Circle disclosed earlier this week. The startup sought $5 million but with a growing track record of success (certified by a number of on-the-record customer shout-outs) and national media attention from winning a Google for Entrepreneurs showcase, the term sheets flowed in. So Williamson and company had their pick of some high-profile investors. 

Local investors IDEA Fund Partners and Triangle Angel Partners also contributed to the round, and Case is a backer now ($100,000 pledged at the Google event.)

  • How did you land Comcast Ventures as an investor? Did you approach others?

Windsor Circle received many term sheets ultimately what attracted us to Comcast Ventures was the deep research done by partners Andrew Cleland and Jonathan Drillings into big data and customer retention which aligned with Windsor Circle’s approach.
Windsor Circle is disruptive in [our] affordable subscription model of branded retention automation is financially accessible across the retail ecosystem.

  • Was there not enough local capital available beyond what you secured from IDEA and Triangle Angel?

The Durham entrepreneurial hub provides access to great initial funding. Local capital tends to go to early stage companies and in smaller amounts. To scale after launch Windsor Capital sought a VC playing on the national stage which brings a certain validity.

  • How does having a large, well-known institutional partner benefit Windsor beyond the capital?

Comcast Ventures has a brain trust which is critical to helping Windsor Capital grow. The number one thing that mattered was not just dollars, but finding a partner that understood the market and could help us leverage the opportunity. They also have a wide network, three offices, backend resources and a big investment team with broad and diverse backgrounds. Plus they have the financial wherewithal to participate throughout the journey.

  • How has Steve Case helped you thus far? 

He is playing an active role. He is connected to interesting businesses and he is opening doors.

  • How do you plan to invest the new funding?

In the near term we are hiring about a dozen people in sales, marketing, and client success, as well as on our product team where we are hoping to add data scientists and UI and UX people

Our perfect hire is someone who excels at the intersection of marketing strategy and the use of data

  • Might you open additional offices outside the Triangle?

We are grateful to the Durham entrepreneurial community and for the support we have found at the American Underground.

Eventually we plan to open offices outside the Triangle in NY, Chicago and San Francisco. The timing for this is to be determined and may not be immediate but our goal is to expand our footprint into the locations where our customers reside.

  • You cite several examples of customers driving more revenue – did you work diligently to encourage clients to share their stories since so many firms are reluctant to talk finances? Are these success stories the biggest boost you can get in terms of pitching potential clients?

A core value at Windsor Circle is “if you can’t measure it don’t do it”. We set a high bar and we communicate openly both internally and externally. We ask our customers is the ROI good or bad. If something is not working we ask how we can fix it. They in turn want to share their success stories.

Yes, we do use these success stories when pitching clients. Marketers are smart, they put their dollars where they will see the best return on their investment.

  • Might Windsor expand its software focus into other areas or will you stick to the plan?

Our vision is to help businesses do a better job of keeping their customers via across channel platform with multiple touch points including email, social, mobile, retail and direct mail. We want to expand from ecommerce into food service and hospitality, ticketing, travel, point-of-sale, etc so that we can help a wider range of business keep their customers.

Part One: Williamson offers advice to other entrepreneurs about how to raise venture funding.