People of Landscape - Emily LaRocque, Associate at Landscape

Emily is an Associate at Landscape where she builds tools, services and products that help founders continue to get valuable exposure to Landscape's ever-growing investor base. Emily is based in London but spends time in Chicago too.

How long have you been at Landscape for?

I joined Landscape as Associate in August 2021 so coming up to three months.

What's your backstory?

Born and raised in Chicago, went to the University of Denver (studying Finance and Spanish). I worked at Morgan Stanley in Private Wealth Management, then M&A for a short time and realized the venture/start up space is where I'm most passionate. I feel very strongly about the idea of encouraging people to start their own businesses. If no one could/would, this would be a boring world.

What would you say is the highlight of the work you do?

First of all, I like the freedom. I prefer to solve challenges head on and in a creative way.
I love waking up everyday to speak  and work with people who are making an effort to further impact the world. Many with different ideas and different driving motivators (social change, money, making society more efficient, etc.) but they’re all the same in the sense of trying to come up with the next best thing. It’s fun and inspiring!

And the lowlight?

Deciding where to focus my time and the fear that comes with potentially missing out on something big right under my nose.

How did you come across Landscape?

A reference. After seeing multiple opportunities within the space, I immediately knew this was the most exciting and interesting I’d encountered. So I grabbed it while I could.

What's the biggest challenge you're facing right now or thing you need help on?

When you’re getting a business off the ground in uncharted waters you’re faced with challenges that there’s not always an easy answer for. We’re creating a new road map as we go.

What's one of the biggest mistakes you’ve made so far and what did you learn from it?

At one of my previous jobs I made a lot of mistakes while cold calling. Including getting close to closing a sale, then calling the person by the wrong name... It didn't go over well but I can assure you I'll never make that mistake again. I think I'm better off for it.

What piece of advice would you give to people in similar positions to you?

Ask questions - and share your thoughts as well! It always pays to listen and it also always pays to speak when relevant.

What's the most frustrating thing you find about the startup fundraising ecosystem?

I find it difficult knowing who to discuss certain topics with and when. It’s an issue in many industries and there isn’t really a straight solution, but I often get nervous if I’ve over or under shared information. I think it sometimes prevents me from asking questions that I could potentially benefit from.

What you would like to see change in the startup fundraising ecosystem within the next 5 years?

For the industry to become more transparent. So information can flow between VCs and founders more smoothly and openly. That promotes a better success rate and better opportunity for investors to choose their investment risk portfolio. And it puts the founders in a better position to attract investors who truly understand their business and have more specific interest. Both ends of the deal feeling fulfilled. Oh, and more women!! We’re all missing out big time by not having more of them involved in the space as a whole.

Emily is an Associate at Landscape. Her LinkedIn profile can be found here & her Twitter here. Her email address is also and she is happy to be contacted.

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