PLG Ventures is a leading early stage venture capital firm providing pre seed and seed capital to technology enabled startups. PLG Ventures works hands-on with the founding teams developing their leadership skills, emotional intelligence abilities, and company culture. In addition, we will help your company put in place the best foundation to allow for scalable and successful growth.


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Raising money can be one of the most stressful parts of building a startup.  At PLG, we make that process as fast and straightforward as possible.  While we can't guarantee pitch to funding in just one day (we've done it), we can assure you we'll move at warp speed.

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We're former CEOs who have successfully lead companies in the past. We believe that the most important role we can play with our companies is helping to develop the leadership skills of our founders. We listen, give perspective, and help our founders weather the ups and downs, in order to set the company up for growth.

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Now that the foundation is in place, it's time to  scale the business.  Building a company the right way, without cutting corners, leads to the best outcomes.  We can help you sort through the noise along the way to achieve your goals.

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Peter Goldberg

Founder / Partner

Peter Goldberg is the founder of PLG Ventures based in Santa Monica.  Since 2015, Peter has been one of the most active early stage investors in SoCal.   In addition, he can been seen regularly on the #1 digital business show Entrepreneur Elevator Pitch as one of the main investor/judges.  Prior to PLG, Peter held various executive positions in the banking industry including being the president and CEO of AmTrust Bank and its holding company which included the insurance and securities/brokerage divisions. AmTrust was at one point the largest privately held bank in the US with assets of approximately $20 billion, loan originations of over $200 billion and over 3000 employees. During that career, Peter led dynamic teams of senior level executives, held director positions at the bank, it's holding company, one of Coldwell Banker's largest real estate franchises and served on advisory committees of Fannie Mae and various mortgage insurance companies. Peter has an Economics degree from The Ohio State University, an MBA focused on organizational behavior from Baldwin Wallace and is a graduate from the International Executive Leadership Programme from INSEAD in Fountainebleau, France.

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Elaine Russell


Elaine is a Partner with PLG Ventures focused on early stage tech investing in Southern CA. She started her career in investment banking at JPMorgan in NYC and worked in M&A within the CPG industry before receiving her MBA at Kellogg. Elaine then spent the past 10 years working within the startup industry in San Francisco and Chicago. First, she was an early employee at Tiny Prints up until they were acquired by Shutterfly in 2011 for $333m. After, she moved to Chicago to be VP of Product for Storeplacer, a company with a SaaS social commerce product and then co-founded two B2C companies. The last company she founded was called Little Key, an on-demand marketplace for parents to find and book kids’ classes and activities, acquired in 2016 by Dabble. She was the CMO of Dabble after the acquisition before moving to Los Angeles with her husband and 2 kids at the end of 2016.


 If you are an entrepreneur looking for funding, please click Submit below.

Please Note: Funding requests sent via email to info@PLG or direct will not be considered.