Key elements to focus on when trying to raise the funds for your start-up for the first time. You and the Idea - Your Product - Opportunity - Path to Scale - Financials - Legal Stuff - Wrap-up - Additional resources

1. Rudolf Falat
Fundraising
RF

2. Agenda
• You and the Idea
• Your Product
• Opportunity
• Path to Scale
• Financials
• Legal Stuff
• Wrap Up
• Contacts
• Additional Resources

3. About me
• Rudolf Falat is a senior Corporate
Finance and Strategy professional
with a strong international profile
and extensive experience in the
Financial Services
• Rudolf has led strategic M&A
transactions for Credit Suisse and
Deutsche Bank worldwide for
more than ten years
• Rudolf is a FinTech and Tech
enthusiast, startup mentor,
adviser, business angel, executive
education coach at INSEAD and
podcaster
• Rudolf holds an MBA from
INSEAD and a Master's degree in
Finance from the University of
Economics in Prague

4. 1
2
3
Research the team you are
meeting
Only tell them what they need
to know
Watch their reactions and time!
Know your audience

5. You and the idea
RF

6. Your Team
Katie Berry Billy Gordon
Chief Design Officer
Mike Sam Hannah Lee
CTOCOOCEO
Diversity!
You need people different from you, with complementary skillsets and backgrounds

7. The Problem
Define the problem you are trying
to solve
Or, if you are a delight start-up,
explain the context how you will
delight the customers

8. Your Solution
Explain it like you would to
your grandmother or a child
Stay away from the
technicalities, unnecessary
details
Time yourself! Keep an eye
contact with the audience!

9. Your Product
RF

10. Product Overview
Demo would be great! A
short video as if it worked
Remember, the picture is
worth thousands words!
Re
Place Your Screen Here
Re
Place Your
Screen Here

11. Don’ t worry too much
about investors stealing
your idea
Technical Details
Focus on your USP
However, don’t get too
technical and explain every
detail
Re
Place Your Screen Here

12. RF
Opportunity

13. Market Size
100million
But: explain your logic and stay credible
Think big! The world is
your oyster!
DACH is not
enough!
Switzerland
7.3 billion!8 million

14. Path to Scale
RF

15. Marketing and Sales
1
2
3
Are you a B2C to B2B or B2BC
business?
Enterprises Sales take much longer,
but might have much bigger impact
Building a B2C brand takes time and
lots of money!

16. Expansion Plan
SG
US
CH
Remember, VCs take a portfolio approach to investing. With 90% probability that the
investment will not work out, they are looking for 10x growth. So should you!
Venture capital math

17. Your Milestones
2020
Ideation
2021
Product-Market Fit
?
Growth
2025
Scale
Your start-up is a learning vehicle. But you can only learn if you have objectives /
milestones in mind and you act on what you have learnt when you reached them!
Planning or not?

18. Financials
RF

19. CAC
Back up your unit economics analysis with reasonable assumptions
LTV
Unit
economics
Cost of acquiring customer Long term value of a
customer
Unit economics
Business Model

20. Sound Logic
From Unit Economics to Business Plan
1
2
3
Combine with your Market Analysis
…and with your Milestones
…and stress test, investors will too!

21. 0 25 50 75 100
2020
2021
2025
2020
Based on your weekly, monthly
and quarterly forecasts
2021
In line with your estimated
runway
2025
Again, think big!
Business Plan

22. Legal Stuff
RF

23. Term Sheet
1
2
3
Ownership
Governance
Rights and obligations
4
Compliance and regulatory
matters

24. Cap Table
Shareholder CHF Stake
Management 600,000 60%
Employees 100,000 10%
Friends and family 100,000 10%
Business Angels 100,000 10%
VC 100,000 10%
Plan ahead for dilution. Check liquidation preference clauses!

25. Wrap Up
RF

26. Contacts
info@voiceoffintech.com
Rudolf (Rudi) Falat
https://www.linkedin.com/in/rudolf-falat/
www.voiceoffintech.com
www.rudolffalat.com

27. Lorem Ipsum Dolor Sit Amet
Company Name
RF
Thank you!

28. Additional resources
RF

29. www.voiceoffintech.com

30. Book Tips
• The Lean Startup: How Constant Innovation
Creates Radically Successful Businesses by Eric
Ries: https://amzn.to/2XSdy6T
• Lost and Founder: A Painfully Honest Field Guide
to the Startup World by Rand Fishkin:
https://amzn.to/2XGvugB
• Zero to One: Notes on Start Ups, or How to
Build the Future Blake Masters:
https://amzn.to/2O68DLZ
• Brad Feld and Jason Mendelson: Venture Deals:
https://amzn.to/33hDBEl

31. Book Tips
• “Secrets of Sand Hill Road: Venture
Capital-and How to Get It” by Scott
Kupor, Managing Partner at
Andreessen Horowitz:
https://amzn.to/2LwptQA
• Good to Great by Jim Colins:
https://amzn.to/2JEyPsn
• Entrepreneurial Finance: The Art and
Science of growing Ventures:
https://amzn.to/2TWarZ6

32. PESTLE Analysis
POLITICAL
SOCIAL
TECHNOLOGICAL
ECONOMIC
The extent to which a government
may influence the economy
Economy’s performance
that directly impacts a
company
Laws and regulations that
affect the business
environment
Cultural trends,
demographics etc.
Technology innovations that
may affect the industry
Factors determined by the
surrounding environment
ENVIROMENTAL
LEGAL

33. Customer Personas
Foothold customer persona Other customer personas
Top social jobs
Top emotional
jobs
Top functional
jobs
Customer quotes
Customer journey: Steps & emotions | Pain & delight points

34. Solution Canvas
• Hypothesis
• Prototype & Experiment
• Target Metric
• Result
• Insight & Jobs
• Decision
Solution storming Assumptions Experimenting
Type and importance of
uncertainty regarding
your assumptions

35. Business Model Canvas
Key
Partners
Key
Activities
Value
Proposition
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost Structure Revenue Streams
Essential tool to get your thinking about your idea in order!

36. Remote Working
• Mural
• Confluence
• Zoom
• Webex
Collaboration tools
Communication tools
Productivity tools
• Grammarly
• TextExpander