When should you visit the US with your startup? How do you make your visit worthwhile and begin to gain momentum? When and how should you fundraise in the US? We’ll discuss what you need to think about when answering these questions, as well as best practices and common pitfalls. Some of the topics that will be covered include: - Best timing to access the US (product mock-up stage, post-launch, etc) - Fundraising best practices, differences from Israel - Cultural nuances and why you it really matters - East Coast vs. West Coast considerations

1. Accessing Silicon Valley:
A Primer for the Israeli
Entrepreneur
Gil Ben-Artzy
November 29, 2012
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2. LIFE
WORK
EDU
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3. I Often Get Asked…
“How Can I Fundraise in the US?”
“What Should I Do in Silicon Valley?”
+ Common Pitfalls
+ Fundraising Tips
* Based on personal experience, true stories, inherent
beliefs, passionate frustrations and frustrated passions
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4. “It’s Easy to Raise Money in Silicon Valley”
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5. Imagine You’re an Investor In SV…
You see lots of startups....
… from entrepreneurs in your network
… who are local
… and understand the market/customer
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6. Would you invest in someone…
… you have never met before
… who is a first time entrepreneur
… and who lives 12,000 KM away*?
*Amazing traction? Really unique technology? Strong reference?
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7. “But Don’t They Love Us There?”
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8. Yes, Investors Love Them
They spent lots of time on planes
They often have presence in US
They generated significant momentum
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9. The Only Thing That Matters
Getting to:
Product/Market Fit
(do your customers want
what you’re selling?)
+
Business Model
(are you able to make
money?)
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10. The Only Thing That Matters
Product/Market Fit
Momentum (do your customers want
(“Ecosystem signals” that what you’re selling?)
form a positive trend) +
Business Model
(are you able to make
money?)
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11. Users
Customers
Partners
Advisors
Momentum = f New Hires
Investment commitment
Thought Leadership
Press
…
* “Perceived Momentum” has some value as well :-) 11

12. Creating Momentum in SV
Set-up Visit Follow-Up
Planning What Ensuring
Ahead To Do Continuation
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13. The Set-Up
It’s Always Good Timing (advice/feedback, trial, sell)
Identify Customers, Partners, Sources of
Feedback (relevant, motivated)
Plan ~6 Wks Ahead, Visit for at Least 2 Wks
(Anchor, conference/meetups, 50-75% planned)
Ask for Help! (friends, etc)
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14. The Visit
Know Your Story (why they should care, what do you need)
Build Relationships, Emphasize Context
(listen & learn, project continuity vs. quick hit)
Ask for & Schedule Follow-Up Meetings
Allow for Semi-Planned Networking
(Meetups, “Stand in Luck’s Way”)
Meet *Some* Investors (friends)
Ask for Even More Help! 14

15. The Follow-Up
Track & Summarize
Send Personalized Messages (recap, give back)
Ensure Momentum (action items, updates)
Plan Your Next Trip (In person > Skype)
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16. Summary
Make SV Part of Your Routine
Focus on Creating Momentum
Plan Ahead, Ask for Help
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17. Common Pitfalls: The Short List
Not Being Positive and Upbeat
Giving the Impression You Know Everything
Not Knowing Your Story or What You Want
Not Knowing Person, Company, Competition
Badmouthing/Dismissing the Competition
Reappearing, One-and-Done
Not Focusing on In-Person Communications
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18. Fundraising Tips
Focus on Creating Momentum, Only Then Raise
Reference Really Matters
(referral via Israeli investors, some screening)
Relationships Matter; Don’t Be Transaction-Oriented
(spend a meaningful amount of time, exhibit continuity)
Know the Investor, Understand Their Relevancy &
Economic Incentives
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19. Focused on Creating Momentum
3 Sessions, 18 startups, 50+ entrepreneurs
“Stipend Funding”, Office & House, Mentorship
Criteria: Software, Funding-Agnostic, Beta & Traction
Now Accepting Applications (Also Just Good to Meet)
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20. Thank You
gil@upwestlabs.com
@gilbenartzy
blog: gilbenartzy.com
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