Melissa Wong spent more than a decade working for major retail brands before founding Retail Zipline. That kind of outrageous advantage — a complete understanding of the industry — is something that investors struggle to resist in a vertical SaaS company. At least, according to Emergence Capital investor Lotti Siniscalco.

Wong and Siniscalco joined us on a recent episode of Extra Crunch Live and went into detail on why Emergence was eager to finance Retail Zipline’s Series A round, walking us through Zipline’s Series A pitch deck and sharing which slides and bits clinched the deal.

Extra Crunch Live is a weekly virtual event series meant to help founders build better venture-backed businesses. We sit down with investors and the founders they finance to hear what brought them together, what they saw in each other and how they work together moving forward. We also host the ECL pitch-off, where founders in the audience can pitch their startups to our outstanding speakers.