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Dyrdek Machine is a Los Angeles-based venture creation studio founded by Rob Dyrdek that partners with entrepreneurs to design, build, fund, and scale early-stage consumer brands. The firm acts as a co-founder — not merely an investor — deploying personal capital through a proprietary five-phase 'Machine Method' that guides companies from idea conception through MVP development, market launch, and early growth. All capital deployed is Rob Dyrdek's personal capital (no LP/GP structure), giving the studio flexibility to pursue both high-growth acquisition targets and dividend-producing businesses. Every brand must satisfy the 'Machine Principles': a unique value proposition, a clearly defined target audience, strong unit economics, a Do-or-Dier® founder, and a clear path to liquidity via M&A or dividends — with ROI and IRR as the ultimate measures of success.
Notable quotes
“We have created a set of principles that we use to determine if an idea is the right fit for us. The Machine Principles are the core values that every business we create must have. We believe products that have a unique value proposition and serve a target audience — built with a clear path to liquidity and multiple revenue advantages, with a Do-or-Dier leader — will always create the most consistent ROI and impact on the world.”
“All of the capital we deploy is my personal capital so this allows us the option to invest in business concepts that are meant to be profitable and dividend producing and rather than just pursuing long term capital gains inside a set timeline. We want to make sure that a company we create has a tactical path towards a liquidity event or a dividend.”
“I'm pretty agnostic when it comes to product. It's really about finding whitespace in a market. And whitespace comes in so many different, unique ways.”
Team
Recent investments
| Company | Round | Size | Date |
|---|---|---|---|
| Momentous | Seed | — | — |
| Lusso Cloud | Seed | $5m | 2022-01-01 |
| Jolie Skin Co. | Seed | — | — |
| Outstanding Foods | Series A | — | 2021-01-01 |
| Mindright | Seed | $1m | 2022-01-01 |
| Black Feather Whiskey | Seed | — | — |
| Deon Libra | Seed | $1m | 2022-01-01 |
| WhereTo | Acquired | — | 2020-08-05 |
| Saint Midas | Seed | — | 2018-01-01 |
| Street League Skateboarding | Seed | — | — |
Frequent co-investors
| VC firm | Deals together |
|---|---|
| Marcus Lemonis (The Profit) | 1 |
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