Analyzing Consumer vs Software Growth/VC Deals

I have an upcoming interview for a good growth/vc shop that focuses on consumer investing and need some guidance on how to prepare. I have interview experience for software based shops and understand how to approach analyzing a company/case studies but never done a consumer interview/case. Besides the obvious how are consumer businesses analyzed differently than software. I understand that the question is very vague but would appreciate any type of insight.

 

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