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Single Stage Startup

Strategic Fundraising for Startup Companies Part II

Let's look at some specific companies funding scenarios, and discuss appropriate funding approaches.

THE LIFE STYLE COMPANY

Now let's look at the simplest case study. An entrepreneur has conceived a software business using his knowledge of a particular, very specific, vertical market. It's a market he knows well, and there's almost no direct competition. Unfortunately, the market, while attractive to him, is not large by software category standards. Yet the market is plenty big enough to support a very profitable company, particularly since there is almost no competition. He's proven to himself that he has a solution that the market will embrace, allowing the building of a business. Yet he thinks he needs a little additional capital, to ramp it to the point of the business being self-supporting using it's own cash flow. What should he do?

This is the classic example of a lifestyle company in the making. Sophisticated outside investors will have no interest, unless it's for personal/hobby reasons. And since there is little competition, and as a result, little time pressure—fund it yourself. Take out a second mortgage, use lines of credit, or get an SBA loan. If you really have to, raise some money from supportive friends or family members.

This example makes up the great majority of software companies worldwide. There are many, many solidly profitable software businesses that will never be on the radar screen of the investor community. These companies often exist quite nicely, enjoying solid and relatively stable profitability with revenues in the $1-10M range. That's fine—the problem lies when the entrepreneur doesn't know what he has, or won't accept it. He thinks his baby needs to grow up to be a fast-growing player. But it's generally the case that the market is too small. There is little need to be distracted by trying to raise funds from outside investors—and it's fruitless to try. It will only be a waste of time for the company and investors. And if by some chance it IS funded, there will end up being a lot of turmoil and hard feeling when the company doesn't meet the lofty expectations that were needed to sell the funding deal. I've seen many great little companies screwed up in the attempt to become something they're not.

THE SOLID SINGLE

Now we'll examine the next step up—the solid single. This opportunity often presents as a bigger vertical than the life style company is attacking, or possibly a horizontal, yet still niche, product. These are often the situations where the most difficult strategic decisions reside. And in fact, the great majority of software companies who seek outside funding probably fall into this category. The market size is just on the edge of what the professional investors will consider. And while there is a differential advantage, it's not at the level that you'll be able to "knock their socks off" in your slide-show pitch. There's worrisome competition, but it's not over-crowded, with 75 venture-funded companies. What's a management team to do?

This is a tough call. Every situation is a little different, but my general advice is to work your way up the 5-part funding tree discussed earlier. Fund it yourself as long as it's not crippling your progress. Then do a round starting with Friends and Family, as well as Angel Investors that are easily approachable via your immediate network. Once you go through this funding, hopefully you've built a rapidly improving business with good growth prospects.

It is at this point you may be able to attract money from a VC or private equity firm that has a later stage, more conservative risk/reward profile than the typical early stage VC. Professional investors might see in your company one that may not be a 10X return, but one that may be a 2-5X return in a shorter timeframe, with less risk. And this later funding may work to your benefit, because the opportunity in front of the company may be such that you need to manage dilution of your stake carefully, to ensure that at the end of the day, it's been worth your while. A strategic partner may be even a better fit here. Often a company in this situation may be able to attract funding because their product is important to the prospects of a larger partner company, filling out a total solution or providing a key technology the larger company can't quickly or easily replicate. In this situation, the company may even get a richer valuation that the "Home Run" scenario which we'll look at in our next column.

About the Author

Phil Morettini is President of PJM Consulting, Management Consultants to Tech Companies PJM provides assistance in Management, Product Marketing and Biz Dev. More Articles at
Tech Management Blog
. Contact Phil @
PJM Consulting-Software & Technology Management Consultants

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The Lean Startup $12.99 Most startups fail. But many of those failures are preventable.  The Lean Startup is a new approach being adopted across the globe, changing the way companies are built and new products are launched. Eric Ries defines a startup as  an organization dedicated to creating something new under conditions of extreme uncertainty . This is just as true for one person in a garage or a group of seasoned professionals in a Fortune 500 boardroom. What they have in common is a mission to penetrate that fog of uncertainty to discover a successful path to a sustainable business. The Lean Startup approach fosters companies that are both more capital efficient and that leverage human creativity more effectively.  Inspired by lessons from lean manufacturing, it relies on “validated learning,” rapid scientific experimentation, as well as a number of counter-intuitive practices that shorten product development cycles, measure actual progress without resorting to vanity metrics, and learn what customers really want. It enables a company to shift directions with agility, altering plans inch by inch, minute by minute. Rather than wasting time creating elaborate business plans, The Lean Startup offers entrepreneurs - in companies of all sizes - a way to test their vision continuously, to adapt and adjust before it’s too late. Ries provides a scientific approach to creating and managing successful startups in a age when companies need to innovate more than ever. From the Hardcover edition.

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Blue Bottle Rocket Stage Two w/ B7 Capsule Bundle $2195.99 The Blue Bottle Rocket Stage Two is an innovative and unique vacuum-tube microphone system for virtually any recording need. The Blue Stage Two combines low noise and superb transient response with a choice of 9 different interchangeable capsulesthe Bottle Caps. In an instant, change these bayonet-mount mic capsules for a stunning variety of tonal characteristics and pickup patterns without shutting off the power. Get all of the capsules, and it's like having an entire Blue microphone locker in a single system.Precision-shaped and hand-assembled, the Bottle Rocket Stage Two is crafted for a lifetime of use. Its transformerless Class A discrete amplifier circuit is a thoroughly modern design with a nod to the classic circuits of yesteryear. With the Blue Stage Two mic's single hand-selected ECC88 vacuum tube, you'll hear musical detail and subtlety previously heard only in microphones costing thousands more. The Bottle Rocket Stage Two includes a custom-built flight case, a high-definition tube mic cable, and a shockmount. You also get the innovative Powerstream power supply, which not only ensures ultra-stable performance but also features a soft-start feature that maximizes tube life and minimizes startup time.Capsules designed for any missionBoth the Stage One and Stage Two Bottle Rockets can take advantage of the Bottle Caps, Blue's family of 9 interchangeable capsules with different tonal characteristics and pickup patterns. Each Bottle Cap is designed to provide the recordist with the ultimate sonic solution for their respective application. Get them all and you'll have an entire Blue mic cabinet at your fingertips. This Stage Two bundle comes with the B8 All-Purpose "TPOThe Popular Opinion" Bottle Cap and the B7 Cactus.B7 Cactus: Cardioid Large Diaphragm Single Backplate: "The classic vocal sound" This single backplate capsule is Blue's version of the unmistakably warm sound ascribed to the great 1950's tube microphones. A boost in the upper midrange response brings out just the right amount of intimate detail for vocal tracks that demand extra presence. Classic vintage detailed mids with airy presence Suggested Applications: Lead vocals, background vocals, saxophone, flugelhorn, clean or distorted electric guitar, pedal steel and slide guitar, organ, conventional jazz recording.The Bottle Caps B0 Capsule (270709) - Airy top end, silky vocal sound B1 (270710): Capsule - Ultimate acoustic instrument mic B2 (270711) Capsule - Vintage, rich ribbon sound with muted top end and detailed midrange B3 (270712) Capsule - Accurate, neutral sound B4 (270713) Capsule - Live and orchestral applications B5 Capsule (270714) - Dramatic top and bottom B6 Capsule (270715) - The renowned Blue sonic signaturesmo

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