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How to Get Venture Capital Funding

The Google search history of many earlier-stage companies likely includes:

“How to get venture capital funding?”

There’s certainly no shortage of relevant information on the internet, but creating a self-researched strategy can be daunting.

Based on many conversations with earlier-stage companies – and knowing that finding venture capital money is always top-of-mind for these ambitious startups – I modeled a new, high-level fundraising strategy** (as if I was just getting started myself).

**No two companies are identical, of course, but these general concepts can apply in some way to founders without much fundraising experience.

 

How to Plan Your Venture Capital Model

 

When I say “plan,” I mean more than big-picture goals. Do you have a detailed financial plan? Be sure to nail down the basics, beginning with a three-year financial pro forma.

I find a dynamic, three-statement financial model to be most useful when creating a pro forma. This model calculates changes to your cash balance as you tweak your fundraising strategy and revenue projections.

 

Which Assumptions Drive Your Venture Capital Funding Model?

 

Do you know the most important KPI‘s (Key Performance Indicators) that drive your business?

Trace every dollar of projected revenue backward. Find the actions or assumptions that drive them. Once you have this list, be sure to incorporate them (in their own section) into your financial model so that they can be changed rapidly.

Examples of KPIs might include, but are definitely not limited to:

  • average annual contract value,
  • number of deals closed per quarter per sales representative,
  • number of sales representatives in a given month,
  • customer acquisition cost and
  • churn rate.

Remember: your business’ viability depends on your KPI’s.

 

How to Fundraise: Identify Key Milestones

 

I suggest fundraising based upon anticipated milestones — those expected to trigger valuation inflection points.

Using your pro forma, map out the various points in time at which you plan to achieve a key milestone. Map it as precisely as you can (e.g., down to each quarter or even down to each month).

The milestone might be:

  • a product launch,
  • a certain revenue run rate,
  • expansion from one to three markets,
  • version 2.0,
  • 100k users
  • or something entirely different.

 

Raising Venture Capital Funds

 

Next, calculate the net cash burn required to reach your identified milestones.

Equipped with this information, create a realistic fundraising plan enabling you to operate for twelve to eighteen months between fundraising rounds. Be sure to build in a buffer!

Inevitably, it takes longer to raise venture capital than you think.

Lead venture capital firms could take anywhere from six to 12 weeks to reach a term sheet. Then, potentially, you need another month to close the venture capital investment and wire funds. Include some padding, so you don’t set yourself up to be in a position of cash weakness during your raise.

As an example, say the current date is 01/01/2017, and you identified two milestone estimates:

  1. initial product launch on 06/01/2017 and
  2. $100k trailing 12-month (TTM) revenue on 06/01/2018.

Assume also that you calculated the estimated total cash burn to reach:

  • Milestone 1 (+ 2 months) to equal $250k and
  • Milestone 2 (+ 2 months) to equal $750k.

Plus, your current cash balance is largely depleted.

One possible near-term fundraising plan could be to go out to raise $250k. This funds through Milestone 1.

Then, raise the next $750k (shortly after achieving Milestone 1) to fund the business through Milestone 2.

 

Valuation and Venture Capital Fundraising: Know When the Price Is Right

 

Understand the framework for how the market may value you at these inflection points, or future “milestone” dates. Your goal is to raise the money you need at each identified milestone — while minimizing your dilution exposure with respect to your stage of business.

Expect an appropriate amount of dilution at each raise; not too much, but also not too little.

For example: Let’s say that you run a B2B SaaS business. Your research suggests that the market typically uses revenue multiples between 4-10x TTM revenue to value your business (hypothetically).

Based on your research, you should anticipate the future and think twice before aggressively negotiating for a valuation in your 2017 round. That valuation could match or exceed the valuations the market will likely bear for your business in your 2018 round.

Your theoretical range is 4 x (TTM Revenue) to 10 x (TTM Revenue).

Pushing for new valuation in a 2017 round could place unnecessary strain on your future fundraising efforts. This may position the business for a “down round.”

 

How to Find Venture Capital Investors

 

Build your investor wish list. Begin with who you think might be the most valuable partners to your business at each funding stage.

Once you have your list, understand that venture capital investors are not all alike in

  • check size,
  • industry,
  • stage of business,
  • market traction,
  • preferred geography,
  • culture
  • role (e.g., lead vs. passive)

Determine which investors to target for each of your planned fundraising rounds and get to know them early.

 

Last Tip: Be Open, Honest and Responsive to Investor Inquiries

 

One thing VC investors don’t like is the notion that someone is not forthright with them.

Be open, genuine and concise. Identify your challenges and weaknesses upfront. Share your strategy for resolving those challenges. It will build trust and help illuminate issues earlier in the process.

About Scott Bernstein

Scott’s career has spanned portfolio management, product strategy, and product development across VC funds, large financial institutions, and early stage startups. In 2014, Scott partnered with Tom Hillman and Brian Hopcraft to launch Lewis & Clark Ventures, St. Louis’ first $100MM+ venture fund. At Lewis & Clark Ventures, Scott uses his expertise in investment analysis,…

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