Failed Fundraising? You’re Probably Beating Yourself


Note, this was originally Titled “Don’t Focus on the Wrong Thing in Fundraising”.  Thanks to Jonathon at FI.co… 

I was judging a business plan competition this last week for a University. The plans were wildly different, but the prize was material. So each team did well to present their pitch and win the cash and prizes.

After the event, I talked to the winners and the losers. The winners were enthusiastic. The losers were trying to figure out why the other team beat them. But the losers were asking the wrong questions. The other team hadn’t beaten them, they had beat themselves.

We had four judges, and like most investors each of us look at both general things, and specific things differently. Let me start with the general guideline of investors look at deals.

  • Are you going after a big idea in a big market? – Can you get to a $100M or Billion Dollar Market? If you generate less profit in year four then investment required in year one, that’s bad…
  • Do you have a good team? The odds are your idea is wrong and you are going to have to pivot, do you have the team to make the type change? Many investors won’t invest in a single individual entrepreneur for that reason.
  • Scalable or Novel Product – can you make money while you sleep? Or do you have to hire new staff every time you sell a customer a new contract (services). Can you build competitive advantage around your product?
  • Traction – the most elusive element at all. Traction is never really defined well, and it seems to be the thing that you are always six-months away from getting, so you’re six months away from getting funding. Traction is showing that the business or product will work, that customers are saying yes, etc. If there was additional cash invested will make the company grow faster?

OK, you say… we have all of those things. Why aren’t we getting the investors attention in the form of checks? Here are some general rules for Angel and Institutional investors.

  • Angel investors – are investing their own money. So typically, they invest in either industries they know (Real Estate if they made their money in Real Estate) or in sectors they’ve made money in before: B2C technology, medical device, etc. Though you may get a meeting with them, if you’re not in their sector or area of confidence, they likely won’t invest – even if you thought it was a great meeting.
    • Angels look for things in your plan where they have been stung in the past – for example, do the founders pay themselves too much or do you really know what your Minimum Viable Product (MVP) is going to be before you launch.
    • Angels are more likely to invest in things they are passionate about. If you not passionate about it, they won’t be either.
    • Even Angels have to explain their investments to someone – their spouse or their friends at a cocktail party. Make you idea easy to explain
  • Institutional Investors- or VC’s invest a pool of other peoples (their limited partners) money. So they have a charter, a set of rules about the categories of investment (tech, mobile, manufacturing). Or the stage (Seed, Early, Growth, Late) or even geography (West Coast, China). If you don’t meet their criteria you may get the meeting, but you’re generally wasting your time.
    • Institutional Investors are looking to screen you out of the process – not into the process because they get so many plans, they need a fast NO on the front end of their process because they see so many plans.
    • Like the Angels, they will look for things in your plan the have stung by before. If they had a company like yours in their portfolio in the past that failed, they won’t likely do it again. If they have one that succeeded you could have a great meeting.
    • They have a higher standard of expectation, even for a first time entrepreneur.
    • You’ll likely meet with an Associate for your first meeting – make sure your pitch is something they can repeat.

Red flags for investment. The problem is you don’t know the red flags the investors see until after the pitch. Yes, you should do your research in advance and know what type and stage of deals they will invest. But after you make the pitch, stop and ask for specific feedback. This is a really difficult shift. You’ve just made the pitch, now it’s time to listen (and stop pitching). Some of the feedback may be hard to hear, but likely most of it will be really helpful. Here are some examples from the business plan competition:

  • Is it clear what initial target market your going after – or are you trying to do too many? Focus is important.
  • How are you going to spend the first round – if it’s too much on salaries, you’re asking the investor to take the risk you’re not willing to take
  • Make sure your numbers match up – we know your forecast is likely wrong by orders of magnitude, but you should have the same numbers on your financials and deck
  • Can you win in the market your approaching?
  • How many milestones will the first round get you? Not how many months of your salary the investor is paying for?
  • How do I get my $$ out? I know as entrepreneurs you’re focused on getting the money in, but as investors, we’re also concerned about how we get the investment out. If we don’t think that part of your plan is believable we won’t invest. Saying you’re going to sell to a big company that doesn’t have a track record of acquisitions isn’t compelling.

Remember, it’s not about “why they won”; it’s about what you need to do to win!

About DaveParkerSEA

Separating the Forest from the Trees from the Bark... Originally a philosophical question including not being able to see the proverbial forest from the trees. Generally meant as seeing only the details and not being able to step back and see the big picture. Or not being able to put the pieces together to better assess the whole. As an entrepreneur, I've included the reference to the third dimension, by adding the Bark. The level of detail being so small you can't even see the trees - let alone have the perspective to see the forest. When it's your idea, you see the bark. You need a team to help you provide perspective with the trees. You'll need mentors to help you see the forest. Dave is a serial entrepreneur in Seattle Washington. - Founder of www.Bundled.com - Co-founder of www.OneAccord Partners - Director Founder Institute Seattle
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2 Responses to Failed Fundraising? You’re Probably Beating Yourself

  1. techcorplegal says:

    Thanks for sharing this useful post. Please feel free to read our post about right time to incorporate a business: http://techcorplegal.com/Startup_Business/legalentity.html

  2. Ian Hancock says:

    Thanks Dave,

    This is a great post and very timely for me as our team goes out to begin our initial round of investments. In preparing for our pitch, we have hit on many of the thoughts that you have outlined but it is a good reminder that there is always more to think about. I think that for us, we have to be careful not to over think it too much and get into a muddle of trying to say too much. With over preparing, you could talk for hours about your product, but that’s probably not what the investor wants. So I think we need to remember to keep it to the important things, say it in as easy terms as possible, convey enthusiasm and confidence and let the investor guide us in knowing what else they want to hear.

    Thanks again!
    Ian
    Founder – iWishfor

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