Laura
Emerson
laura@starlightcapital.com
March
24, 2013
Raising
capital is hard, time consuming, expensive, and sometimes humbling.
There are as many reasons that investors do not invest in companies
as there are reasons why people who meet choose not to date.
Sometimes “they just aren't into you.” On the other hand, if you
have done your research and have found that indeed there are
investors financing companies in your niche, just not you, it is WAY
past time to assess whether you might be doing anything to sabotage
your own game plan.
Below
are five commonalities among companies that never get any term sheets
at all. Do any pertain to you? Also, review the descriptions of
unfunded (unfundable?) companies at the end of the article. Do any
aspects sound uncomfortably familiar? If so, the most common
problems are not difficult to address.
The five
categories are: talking too much, talking to the wrong people,
talking about the wrong things, a business plan with holes that
indicate naivete or obfuscation, and inflated pre-money valuations.
Do any of these sound familiar?
- DO YOU WASTE TIME BY TALKING TOO MUCH?
Every
entrepreneur I have ever met is as proud of his/her company as a new
parent is of that wrinkly little baby. Both groups often make the
mistake of being long winded, without first ascertaining the
audience's degree of interest. Someone's polite inquiry at a
networking event of “What do you do?” or “Tell me about your
company” may welcome a 2 minute soundbite between drinks, not an
uninterrupted oration.
If your
monologue gets interrupted with some version of “I've gotta go,”
you've talked too long. Besides, it is in YOUR interest as a social
being as well as a finance hunting entrepreneur to be brief in order
to ascertain something about the other person. (See reasons below).
Don't be a blow hard who confuses stunned silence with abject
interest.
2) DO
YOU WASTE TIME BY TALKING TO THE WRONG PEOPLE?
Time is
indeed worth money. For most entrepreneurs, their burn rate
projects a go/no go date by which they need to grow the company out
of current financing constraints. This date should be etched on an
entrepreneur's wallet, if not his heart and mind. Therefore, value
your time (as well as other people's) by being selective about who
warrants your time.
In a
spontaneous conversation with someone you don't know well, you can
be brief and then ask a few pertinent questions such as “That's
my soundbite. How about you? What does your company do?” Their
answer will help you decide how to proceed. Before a scheduled
telephone or personal meeting, you should review a company's
website, do Internet searches about the company and management, or
ask people who know the company. By whatever process, your goal is
to determine whether this person or that meeting is worth your time
for whatever your goals may be. Is it direct funding? Indirect
referrals? Board members? Employees? Paid services? Customers?
You may be juggling several interests. If you know something about
the other person's potential for you, you can play toss and catch
with the right ball. If you don't bother to find out, you are
likely to (a) waste time, (b) blow an opportunity, or (c) worse.
Maybe the stranger listening to your loving description of your
company is actually invested in a competitor. Maybe she is a
service provider masquerading as an investor. Check people out
early in order to allocate your precious time appropriately.
- Once you determine that a particular person or company is a possible source of direct investment, what questions might you ask early on? Logical questions expected and appreciated by investors include:
- “What are the parameters of your investment interest (stage of company development, geography, industry niche)?”
- “What is the status of your recent investments? (within the last 3-4 years. Any follow on rounds? Failures? Liquidity events?).”
- “Do you prefer debt or equity? How much? Generally, what sorts of terms (they will hedge, but you can learn what percentage of a company they like to buy for equity, or the sort of interest rate they seek for debt)? A board seat or management role? Is the money doled out in tranches (for example, as certain milestones are achieved) or annually (after audited financials?
Many
investor websites address such points very clearly in order to
encourage appropriate inquiries and discourage time wasters. Read a
few (any at all) to see what they consider important so you can ask
the right questions next time. Research those that have invested in
your industry or company size or geographic range. If you don't
know them, it may be worth paying something to find them, whether
buying a list or a hiring a service provider who knows your industry
and the financiers in it.
If you
conclude that the person or company is knowledgeable but that there
is no fit between you, ask if they know anyone who does invest in a
company of your stage/size/location. Many people are happy to
provide referrals. With a cordial attitude, you may develop a
valuable resource person in the future if you don't burn bridges
with someone “just not into you” at this point in your company's
history.
3) DO
YOU TALK ONLY ABOUT YOUR OWN INTERESTS WHEN YOU SHOULD FOCUS ON THE
INVESTOR'S ENLIGHTENED SELF-INTEREST?
In a
meeting with investors, don't be like someone who walks into a
mortgage broker talking about the great tuck pointing on the house
he wants. That's NOT important to the lender. Rather, that person
is a gatekeeper between you and the mortgage you want. The broker
doesn't care about you OR the house. He/she wants to evaluate
whether you are likely to make the company more money or cost more
money than the other 40 applicants on the calendar that week.
Your
conversations will be more respectful of the investor's time, and
more targeted for your own goals, if you realize that they DON'T CARE
ABOUT YOU. Nor do they care if you make the world's best widget.
What they do care about is making money. And since they have some to
spend, and you want them to spend it with you instead of all the
other entrepreneurs calling for the same reason, the conversation is
inherently uneven. AND IT IS NOT ABOUT YOU. You want to convey two
messages. 1) You understand their goals and priorities (because you
have already researched them) and 2) Your business plan can deliver
faster, cheaper, better results for those goals than your
competitors, who, at this point,are EVERY OTHER ENTREPRENEUR IN ANY
INDUSTRY who is also vying for their attention.
Therefore,
do not spend all your time describing your venture in loving detail.
Rather, realizing that time is money, prioritize your time by talking
about money, particularly those aspects that this particular investor
is interested in. For example, you may want to point out in the
first three -five minutes that your management team is well equipped
to make money in this market because of a proven track record. It is
prepared to defend its business from competitors or market
fluctuations with some well planned defenses, and that the market is
a “rising tide” of growth with high profit potential. THEN
INVITE QUESTIONS. Whatever you do, don't spend your whole meeting
time talking. You want, and you NEED feedback so you can assess
their questions and degree of interest/knowledge, so you can reframe
answers in that meeting or as a follow up. Ideally, have someone with
you whose job is to keep notes of their comments and also of when
they took notes during your presentation. Then debrief with your
management team about the resulting notes. If you visited ten viable
investors who repeated the same questions or criticisms, and then
made no funding offer, for goodness sakes, don't disregard them with,
“They don't get it.” Rather, with the curtains drawn and the
phones off, re-evaluate your plan in light of what knowledgeable
investors had to say. Do you need to say it differently? Do you
need to change the plan itself? Do you need a different presenter?
Do you need to start allocating more time to running the company
instead of running to investors? How long to your go/no go date?
Don't be like a pregnant woman looking for a meal ticket. You need
to be the meal ticket in order to attract … well you get the
analogy.
- DOES YOUR PRESENTATION HAVE OBVIOUS HOLES? DO THEY INDICATE NAIVETE OR PURPOSEFUL OBFUSCATION? (Either way, you have sabotaged yourself).
Anyone
can find templates for business plans and read good and bad examples.
Anyone who doesn't have the time or talent to write appropriate
documents to pursue funding can hire someone. You don't want to make
an amateurish first impression in a world of entrepreneurs who took
the time to do a better job than you. After all, why would an
investor trust money to a management team that can't even write a
coherent business plan? Such a fuzzy document pretty much proves a
lack of attention to detail that most businesses require.
The
following are frequent weaknesses or omissions in the business plans
of unfunded (unfundable) companies:
- Biographies: Management team biographies fail to indicate relevant experience in THIS PARTICULAR business area, success in relevant comparisons, experience with prior investors, or, worse, are contradicted by publicly available information in a way that absolutely undermines their credibility and honesty.
- Financials: Financial projections may be based on “pie in the sky” assumptions, like “no competition” or “flat fuel prices” or an assertive market share grab right away. Balance sheets may neglect to show costs/profits/taxes for logical elements that a savvy investor will see at a glance.
- Market potential: Among companies with good business plans, the best buggy whip manufacturer's documents are unlikely to compete with a business in a growing market. Similarly, an industry with low barriers to entry, many competitors, and a low cost provider advantage is less attractive than one with few competitors and a defensible wall to keep competitors at bay. Thus, high up front costs cut both ways – they may deter others from entering the market space, but they may deter some investors (but not others). Some businesses have the potential to grow and make enough money for “Mom and Pop” to enjoy a profit, but not enough for partners.
- Use of Funds: The use of funds should be inextricably linked to a path to profitability, not paying back debt, litigation, or overhead.
- Investor protection: The investment terms on a private placement should protect the investor. This demonstrates that management respects the importance of its investors. For example, incorporation in an investor-friendly state, an escrow account, a minimum raise before funds can be touched, quarterly or annual reports and meetings, audited financials, a knowledgeable advisory board, well respected securities attorneys, all increase confidence of the people whose money you want. If you seek money without having these, without understanding why they are important to the people whose money you solicit then you are likely to be rebuffed time and again, except by tricksters who aren't who they seem to be at first.
- Consistency, but with a wow factor. Finally, nothing in your business plan should conflict with any other easily accessible information about you, your industry, and your management team. In other words, your business plan must demonstrate that you know what is important, both to the future of the industry, your company, and to investors. So yes, selling securities in your company as a way of raising money means that you have to climb several learning curves, one of which is securities laws.
5) YOUR
PRE-MONEY VALUATION IS BASED ON POST FUNDING POTENTIAL
Many,
many CEOS have highly inflated pre-money valuations for their
companies, often based on projections achievable only IF they get
first and second round funding to embark on the necessary steps to
achieve any profit in the marketplace. If you need initial
investment to launch the process by which to earn that high
valuation, then your pre-money valuation is, like adding up the
angles in a geometric proof, not the same as the total amount that
depends on that initial infusion. It is much lower. This is wholly
obvious to investors and should be to realistic entrepreneurs, too.
Inflated
valuations may sound great, (“This company will be worth $10
billion!) but when entrepreneurs penalize the rare, early, risk
taking investors with such an inflated pre-money valuation, they
discourage the very money they need to even start the path to
profitable dreams. Any start-up that can't even get off the business
plan page, much less into the market needs to give up plenty of the
company, like half, to make the high risk investment worthwhile. Some
piddly 10% for the life blood needed at that point is insulting to
the investor whose money you desperately need. Just as the guy with
bad credit pays a higher interest rate, the company that needs the
money the most has to give up the most to get it.
EXAMPLES
of COMPANIES which, to my knowledge, never received a term sheet.
- Touchy-feely: One CEO spoke with passion about how her healthcare solution could save lives, but she couldn't describe how and when it could make money.
- A deep hole: One CEO had excellent reviews by past customers in a very crowded field of low cost competitors. To compete, he cut his prices just as fuel prices escalated, so the company has been losing money for several years. The solution? Solicit investment in the hope of having deeper pockets to wait out unfunded competitors who may bail out of the market.
- A deeper hole: One CEO had an excellent presentation, but needed money so quickly and desperately that he scared away all but the vultures, who decided to wait until he went bankrupt to pick up the assets.
- Bad financial reputation: The management team, which was obliquely described in the business plan, was revealed in Internet searches to have IRS liens, foreclosures, and bankruptcies. Prior “sold” companies appear to have been retained and renamed.
- Unproven model: One business plan front loaded expenses for a national marketing campaign without having first proved receptivity in even a regional or local market for the product and price point, much less field testing its (to-be-developed) distribution network and manufacturing capability for large scale sales. In other words, they could envision the business as a huge success, but they couldn't demonstrate how to get there.
- HUH? One inventor was so secretive about his invention that no one could figure out what he did, much less what the business model might be.
- Takers: One company's PPM offered no escrow protection and no minimal raise required to spend investors' money. The potential company was to become a regional bank.
- Day Late and A Dollar Short: Every few years the financial news is abuzz with the latest NEW THING for supposedly making easy money. (1) Develop vacation real estate in various parts of the world. (2) Develop specialty TV channels to sell jewelry, start a food show, pawn something, or move to Alaska. (3) A few years ago, a lot of unemployed financiers wanted to start hedge funds and now they want to get into crowd sourcing. What's the commonality? All of these eager people wanted to embark on these new adventures with SOMEONE ELSE'S MONEY.
- No investor friendly structure: “I have an idea” is not a business. Investors don't invest in ideas. They invest in businesses, because corporations offer structures that can protect investors. Some businesses aren't even incorporated or are incorporated as S corporations or are registered in states less friendly to investors. In such cases, the entrepreneur is essentially asking for a personal loan/gift, not a protected investment, and will not attract any funding except from Mom, Dad or Aunt Edna (statistics vary, but the gist is that only 5% of start ups make it past the family and friends funding round to outsiders. This doesn't mean that they all fail. This means that the successes are able to move ahead with no further investment.
- Use of Funds: The primary use of funds in a business plan was for a salary and an office, which happened to be rented from a relative. A subsequent round of fund-raising was envisioned to actually grow the company.
- Not scalable: Some businesses are essentially local, “Mom and Pop” endeavors which could succeed with a profit for the owner, but are unlikely to generate enough in the short term to get an investor excited, much less pay him/her back.
- Personality problems. Entrepreneurs are by nature creative, innovative, independent, optimistic people. But many early stage entrepreneurs tend to have difficulty letting go, and delegating to others who may have significant abilities to contribute. If you are soliciting a stranger's money, you are essentially recruiting a partner who will be looking over your shoulder. Take the money/take the partner. You can't have it both ways.
- Note there are scurrilous “entrepreneurs” who are frauds and scam artists, soliciting investment in sham companies for personal gain. Make sure that your company name and management names have no taint upon them and no similarity to others. You don't have a second chance to make a first impression.
If you
are not getting traction in your funding search, you are by no means
alone. Recent research indicates that among angel-level investments
circulated amongst American investors, about 17% attracted some
funding during the first half of 2012. 83% did not. How many of
them represent some of these five common mistakes? If worst comes to
worst, maybe some learned that they did indeed make the world's best
buggy whip, but the inventor needs a day job, a business in a rising
tide industry, or perhaps, a financially savvy advisor and spokesman.
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