These are UPDATED slides from a keynote I delivered on January 20, 2011 at GameOn Finance in Toronto. Enjoy! For an questions, please feel free to contact me on Twitter - @margaretwallace

1. 10 Immutable Truths of Entrepreneurship Margaret Wallace, CEO, Playmatics Twitter: @MargaretWallace

2. About Me Entrepreneur Adviser Inventor Margaret Wallace, CEO, Playmatics Twitter: @MargaretWallace Tech, Media, Gaming Focus

4. About Playmatics A company that creates highly engaging games, media, user experiences and applications on the Internet, as part of social media networks, and on a variety of connected platforms.

5. Start-UpFunding Options(I’ve done them all!)

6. Funding Options

7. Funding Options

8. Funding Options

10. Funding Options

11. $ Raised $3.5 million in VC Copyright 2010. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides

12. Different Considerations Lessons Learned Sharpened Focus Takeaway: Experience is the Best Teacher.

13. #1. Know Yourself

14. What is your tolerance for risk? Is your business a lifestyle? What are the likely exit scenarios? Takeaway: Don’t Chase After The Money, Go Inside and Find Out What Makes You “Tick.”

15. #2. Develop a keen sense of others.

16. Gamify It!

17. “User” Motivations Relationship Management Not Fixed in Time

18. Example: Raising Venture Capital

19. How VCs Rate Your Chances of Success Break-Out Success Break-Even #FAIL Takeaway: VC & Start-Up Goals Are Not Always in Alignment.

20. “To the VC, 3x [exit] and a dead startup are essentially the same given the way they calculate their batting averages. At this point you have a problem.” Hillel Cooperman, Jackson Fish Market, Web startup in Seattle.

21. Strength of Idea Market Size Strength of Team Competition Takeaway: VCs are all about managing risk. The more risk you remove, the more comfort they have with you.

22. But it’s not that easy….

23. “The Unspoken Language of Pitching Game” Good,Bad, Indifferent? * Instructions: I give you a few scenarios and you tell me if that’s good, bad or indifferent. * Based on Personal Experiences.

24. The Unspoken Language of Pitching Game Scenario: First-time pitching this VC firm. You are incredibly detailed and on-point. You Leave No Stone Unturned. Good,Bad, Indifferent? (Bad!)

25. The Unspoken Language of Pitching Game Scenario: Recently Made a Lot of Investments in Your Space Good,Bad, Indifferent? (Indifferent) * * Can Be A Bad Sign 

26. The Unspoken Language of Pitching Game Scenario: First meeting with Partners. They offer you water and copious treats. Good,Bad, Indifferent? (Bad!)

27. The Unspoken Language of Pitching Game Scenario: First meeting All the Partners are in the Room Meeting Lasts 1 hour Everyone Checking Their Blackberries/iPhone Mid-way through – start joking about girls in bikinis. Good,Bad, Indifferent? (Good!)

28. The Unspoken Language of Pitching Game Scenario: An Associate of the VC Firm Calls You because they are impressed with your business and want to learn more. Good,Bad, Indifferent? (Bad!)* * Or KOD (Kiss of Death)

29. The Unspoken Language of Pitching Game Scenario: Second Follow-Up Meeting: Person You’re Scheduled With Can’t Make it – Meeting with an Associate or Different Partner. Good,Bad, Indifferent? (Bad)!

30. The Unspoken Language of Pitching Game Scenario: First meeting All the Partners are in the Room Meeting Lasts 2 hours Agree with Everything You Say Good,Bad, Indifferent? (Indifferent) * Was Bad for Us

31. The Unspoken Language of Pitching Game Scenario: First meeting with a Partner Talking About Industry Gossip Meeting Lasts 1 hour. Good,Bad, Indifferent? (Bad!)

32. #3. Understand the Impact of Funding Choices

33. Funding Type Comparison Takeaway: The Roadmap for a VC-Funded Company Will Generally Be More Accelerated.

34. Market Size & Competition Takeaway: VCs Will Want To See You’ve Thought Through Strengths, Weaknesses, Opportunities, Threats (SWOT).

35. Growth & Staffing Takeaway: Structure your staffing plan to reflect your investment approach.

36. #4. Know Your Weaknesses

37. #5. Hire Superstars

38. Staffing = Magical Alchemy

39. #6. Nothing is Constant But Change

40. #7. Know When to Pivot

42. #8. You Only Have Yourself to Blame

43. #9. Accept Failure Swiftly & Gracefully

44. #10 The “Truth” is Not Out There.

45. “My” Immutable Truths

46. “My” Immutable Truths When to Raise?

47. “My” Immutable Truths How Much to Raise?

48. “My” Immutable Truths When do you have the most negotiating power?

49. “My” Immutable Truths Choose your Investor (or VC firm) carefully.

50. “My” Immutable Truths Choose your individual VC carefully.

51. “My” Immutable Truths VCs: Traditionally Not Founder-Friendly

52. “My” Immutable Truths Choose your attorney carefully.

53. “My” Immutable Truths Guard Board Composition with your Life!

54. “My” Immutable Truths What do you say when you are asked about valuation?

55. “My” Immutable Truths Options and Option Pool

56. “My” Immutable Truths Summer – everything shuts down.

57. “My” Immutable Truths Know when it’s time to go.

58. Questions? Margaret Wallace margaret@playmatics.com @margaretwallace