Periodically we will have posts from local entrepreneurs that provide some sound advice from a slightly different perspective. Today’s post is from Jason McDowall, a local serial entrepreneur that I’ve had the opportunity to work with and get to know over the last couple of years. Jason was previously the co-founder and CEO of Adhoc Mobile, a developer of a sophisticated mobile ad and content delivery platform, that raised $3M in Angel financing. Jason is now the VP of Product Development at Benchmark Metrics, an angel funded developer of web-based business analytics tools. Just a brief editorial note…the angel investors he describes below were not from the Pasadena Angels.
By Jason McDowall
You’ve shaken the loose change from friends and family, and now you’re desperate for cash to get your startup to the next level. Do you think any check that doesn’t bounce belongs in your checking account? In my experience, I believe you should be picky about who supplies the cash. If your investors aren’t helping your company, they’re hurting it. Here’s what can go wrong:
Risk: the investor does nothing
Who cares? At least you’ve got some extra time and resources to build your dream, right? That hasn’t been my experience. Sure that convertible debt or silent investor may have bought you extra time, but your milestones and plans are probably wrong to begin with. You’ll need even more time and more resources to execute than your business plan indicates. For seed-stage companies, there is so much work to be done, so many adjustments to make, so many relationships that need to be established that you need your investors working for you. Why waste your time or equity on an investor who cannot contribute essential customers, contacts, or credibility? Your competitor is already better funded and has that support.
Risk: the investor promises a lot and does nothing
This is even worse than the risk above because you have misplaced expectations and end up wasting a bunch of precious equity/cash/time on a non-delivering member of the team. If you are lucky enough to have someone offer you money, you owe it to your company/team to do some reference checking on the source of funds. Talk to other companies that have received investments from the same source, and find out if they have they delivered on similar promises in the past. If the investor is taking a role in the company (e.g., temporary C-level exec, VP of anything) check the investor’s work references just as you would for any other hire.
Risk: the well runs dry…or loses interest
Chances are the specifics of what your company does and how it makes money will change between the start and the declaration of success. And to make it more challenging, it will take longer and cost more than you think to get there. An unsophisticated investor or one unfamiliar with your industry may not have the appetite for the inevitable trial and error process. You definitely need to be smart about market validation and finding ways to try/learn/adjust quickly
But you also need an investor who appreciates the need for, and can supply or quickly facilitate, additional funding to get you to that next major milestone (assuming you deserve the chance). Finding an angel who made a bunch of money in real estate to invest and take a board seat in your web widget software startup is probably not the best move.
Risk: adversity strikes and visions begin to differ
At the beginning, everyone is full of excitement and enthusiasm. But as you struggle to make your milestones and find yourself tweaking the business model, things can quickly get contentious. It can be hard enough to keep the founding team on the same page, motivated, and making progress. Having to deal with investors who have different visions of how and where to make necessary adjustments can make life miserable. I’m not suggesting investors should all be drinking the same amount of Kool-Aid and believe all of the hopeful assurances of the founder. But you should make sure financial incentives are properly aligned and voting procedures clearly in place to help deal with the hard times. Also ask other portfolio companies how the investor has dealt with hard times in the past. If you’re looking for strategic money at the seed stage, understand how that will likely restrict your growth options in the future. If you’re looking for angel money, he or she needs to understand the likely dilution of ownership and power that will come if you end up needing another round. And when things begin to diverge from the plan, be clear, be honest, and be prepared to make some concessions.
Creating a successful company is hard. It requires a market insight, hard work, tenacity, flexibility, and some luck. And it requires a lot of help. In addition to cash, seed investors (and board members) should bring or be at least one of the three essential C’s: contacts, customers, or credibility. Remember that due diligence goes both ways.
Now if you could just elicit enough interest to actually have a choice….