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the startup process




dan gould
vp, technology
fox interactive media   (img cc flickr user karlequin)
you
here
startup
change the world
build something
make money
(lots of easier ways)
(img cc flickr user noelleandmike)
(img cc flickr user casasroger)
need you
value
about:me
entrepreneur
corridor
failed
good
social interfaces
machine learning
do
something
janitorial functions
            $$$

                          people
  idea



                  marketing
resources
            engineering
why?
metric: do you know
    your goal?
       (boolean)
idea
matters? yes
> execution? no
100% * 100% = 100%
90% * 90% = 81%
100% * 0% = 0%
cc flickr user cayusa
people with
 problems
niche
niche
niche
 niche
 niche
  niche
  niche
   niche
   niche
metric: can you show
me your ideal user?
mission
quot;To serve the world's most engaged community.quot; (AOL 2006)




                         dumb
quot;To scout pro table growth opportunities in relationships, both
internally and externally, in emerging, mission inclusive markets,
and explore new paradigms and then lter and communicate
and evangelize the ndings.quot;
A Computer on Every
Desk and in Every Home
         (1975)
The World On Time
Organize All the
World’s Information
people
rst 5-10
  ==
don’t compromise
a -> a
b->c
c->d
metric: did i hire someone
  better than myself?
incentivize
options
CEO           5-10%
     COO             2-5%
       VP            1-2%
  (Ind) Board      .5-1.5%
    Director      0.3-1.2%
    Lead Eng        0.5-1%
  5+ exp Eng      .33-.66%
   Mgr, Jr Eng   0.1-0.33%

rough post-Series A
vesting


+ acceleration, etc
founders too
milestones
come up with a series
  of milestones and
 break down tasks to
      get there
              e.g.,
      product design done
        rst customer test
           beta ready
prioritize relentlessly
types
right
consulting
lifestyle
cash ow
50% of $1M
    or
5% of $20M
venture-backed
(img cc flickr user omnidirectional)
(img cc flickr user willie_901)
for most:
     VC==wrong
(but it’s what I’m going to talk about)
fundraising
sex
(img cc flickr user irlandainquieta)
(some typical amounts)


     self         ?
     3Fs      10-100K
    angel     200K-1M
vc (series a)   1-8M
vc (series b)  5-25M
    mezz       25+M
     IPO        $lots
friends & family
(img cc flickr user martin_hartland)
angels
successful entrepreneurs
      retired execs
  professional angels
      “trailblazers”
     angel groups
sophisticated
risk / reward
equity
Guy Kawasaki’s rule of thumb:


$500K per engineer
-$250K per MBA
 (said for series a in a better market)
convertible


disappearing in this market
disappeared
(last deals i saw for conv angel rounds
    w/1st-time entrepreneurs in this market
              before they stopped)

    75% warrant coverage

            50% discount

10% per month warrant coverage

       20-30% discount in good market
vc
pensions,
endowments
    carry
“sure bets”
success:
20 investments

13 op/sideways
    5 2-3X
    2 10X
10Xes pay
only 10X potential
1000   plans
250    initial pitches
12     due dilligence
6      investments
(img cc flickr user protoflux)
(img cc flickr user bargas)
angel
  portfolio
entrepreneur
   advisor
   lawyer
  CS profs
advisors
advice <-> $
pitch
practice
10
1 hour:
20 mins - VC late
20 mins - pitch
20 mins - questions
team
elevator pitch
revenue model
customer acquisition
competition/barriers
amount
milestones
customer traction
1-page exec sum
deal
Company Value


$2M
Cash in the bank


$1M

Company Value


$2M
Cash in the bank


$1M
                   }
                   $3M
Company Value


$2M
before




           = $2M
100%




             Your Share
after



     33%


                             = $2M
                    67%




                           Your Share     VC Share


(but you did give up a bunch of rights)
eventual size
discounted for time,
    risk, dilution
people risk
   market risk
  execution risk
competition risk
 technology risk
  financing risk
competition
(img cc flickr user ohadby)
preferred shares
vetoes over sales/stock iss
 liquidation preferences
        board seats
   protective provisions
         ratchets
            etc.
(img cc flickr user millzero)
nancing = work
success!= nancing
success=pro ts
pro ts
products & sales
cc flickr user davestfu
Dan Gould

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