Adam Richardson recently wrote a strong critique of the San Francisco Chronicle – both their unattractive redesign and their poor content.

Although Monday’s Chron featured anti-elitist sneering about Nate Silver’s semi-failed Oscar predictions, I was impressed with a new feature, where startups get feedback about their ideas from venture capitalists.

They’ve done a good job at tying this coverage to a unique aspect of the San Francisco Bay Area:

Silicon Valley, long known as a hotbed for innovation, has one of the highest concentrations of startups and investors in the world. At any one time, 20,000 entrepreneurs in the valley are thinking about starting companies, and as many as 8,000 are circulating business plans and looking for funding

One example: Mojamix: Breakfast enthusiasts personalize their own cereal or granola online and have it shipped to their door in just a few days.

David Pakman, partner, Venrock: I’m skeptical that consumers at scale actually know enough about what ingredients go together to make a breakfast cereal or granola they will like and will taste good. If I pick dried cranberries over raisins, will I like it less or more? Kinda have to taste it to know.

Mass customization of food products is indeed an interesting trend, but I wonder if it is better to focus on areas where the customer does not have to taste it to know if they will like it.

Margins in food products are low and are thus only interesting at scale, so Mojamix would need to demonstrate that the lifetime value of a customer is large enough to afford the customer acquisition costs that would be required to attract lots of customers.

As I’ve written before, I appreciate the ability of some VCs to look at an idea and consider many facets and contexts.

Sure, this sort of material is available elsewhere, especially online, but seeing this piece in the mainstream media was refreshing.