FOWA 2010 - Fighting and Thriving in the Valley
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![Fighting & thriving in the valley,[object Object],Tips for UK businesses going west,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-1-2048.jpg?cb=1665165481)
![My name is Andy McLoughlin,[object Object],Co-founder Huddle.com,[object Object],Organiser DrinkTank events,[object Object],Spent the last 6 months in SF,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-2-2048.jpg?cb=1665165481)
![2 years ago,[object Object],SpinVox were the #1 start-up in the UK,[object Object],Paul Carr was still drinking,[object Object],Tweetmemewas a Fav.or.it side project,[object Object],Dopplr were still independent and growing,[object Object],A twitter clone won TechCrunch50,[object Object],Huddle was a small handful of people based in South East London,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-3-2048.jpg?cb=1665165481)
![I spoke at FOWA ‘08 about ‘surviving prospering outside the valley’ ,[object Object],http://www.flickr.com/photos/thecodefarm,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-4-2048.jpg?cb=1665165481)
![I argued we have everything here we need to prosper...,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-5-2048.jpg?cb=1665165481)
![So if Europe has everything we need, why do I find myself in San Francisco?,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-6-2048.jpg?cb=1665165481)
![For Huddle, it was a combination of factors:,[object Object],Our new VCs are there,[object Object],Our big partners are there,[object Object],Our customers are there,[object Object],A strange desire to take on the Americans at their own game,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-7-2048.jpg?cb=1665165481)
![It was never a wholesale move,[object Object],},[object Object],Co-founder,[object Object],Product and engineering,[object Object],Marketing,[object Object],Global sales,[object Object],Huddle will always be a UK start-up,[object Object],London,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-8-2048.jpg?cb=1665165481)
![The good thing is, doing business in the US is easy!,[object Object],... right?,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-9-2048.jpg?cb=1665165481)
![Not quite. But it is do-able. ,[object Object],(and with a team of 12 in SF, here’s the stuff we’ve learnt along the way...),[object Object],.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-10-2048.jpg?cb=1665165481)
![Do you really need to be there?,[object Object],?,[object Object],This should be the very first question you ask yourself. ,[object Object],Is it really worth the time, expense and distraction?,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-11-2048.jpg?cb=1665165481)
![Don’t go in blind,[object Object],Flights are cheap so get out there,[object Object],Immerse yourself in the start-up culture,[object Object],Familiarise yourself with the geography,[object Object],Meet people,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-12-2048.jpg?cb=1665165481)
![Great events to meet other start-ups, angels and VCs,[object Object],SF Beta,[object Object],SF New Tech,[object Object],Startup2startup Dinners,[object Object],SuperHappyDevHouse,[object Object],Plancast.com is your friend!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-13-2048.jpg?cb=1665165481)
![Useful conversation starters when meeting Americans,[object Object],Angelgate (or “I wish Ron Conway was my dad”),[object Object],Tyranny of high fructose corn syrup,[object Object],“Trader Joe’s is awesome!”,[object Object],Hand sanitizer,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-14-2048.jpg?cb=1665165481)
![http://gapingvoid.com/2008/08/05/silicon-valley-map/,[object Object],Gaping void silicon valley,[object Object],Navigating The Bay Area,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-15-2048.jpg?cb=1665165481)
![Google map – SF to San Jose,[object Object],San Francisco,[object Object],(hipsters and winos),[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-16-2048.jpg?cb=1665165481)
![Google map – SF to San Jose,[object Object],Silicon Valley,[object Object],(khaki and Googlers),[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-17-2048.jpg?cb=1665165481)
![It’s kind of like Reading,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-18-2048.jpg?cb=1665165481)
![(but with sunshine and palm trees),[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-19-2048.jpg?cb=1665165481)
![Still intrigued (or love Reading)?,[object Object],Read Paul Graham’s latest blog post on ‘Where to find Silicon Valley’,[object Object],http://paulgraham.com/seesv.html,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-20-2048.jpg?cb=1665165481)
![Borrowed from http://www.orkposters.com/sanfran.html,[object Object],For us, it was always going to be San Francisco,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-21-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-22-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-23-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-24-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-25-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-26-2048.jpg?cb=1665165481)
![Office space,[object Object],Surplus of space in SF so ask around!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-27-2048.jpg?cb=1665165481)
![Location sorted. You’re on your way!,[object Object],Create US entity,[object Object],Register to trade in State of California,[object Object],US banking,[object Object],Visas,[object Object],Hiring + benefits,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-28-2048.jpg?cb=1665165481)
![Regardless of where you trade, incorporate in Delaware,[object Object],Generous tax benefits, well-defined body of case law,[object Object],Suck up the cost and get a lawyer to sort this,[object Object],Valley lawyers often willing to defer costs until VC financing and trade cost for equity,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-29-2048.jpg?cb=1665165481)
![Great lawyers on your doorstep,[object Object],Chris Grew,[object Object],“the American one”,[object Object],www.orrick.com,[object Object],Barry Vitou, Danvers Ballieu,[object Object],“the ones that do Bootlaw”,[object Object],www.winston.com,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-30-2048.jpg?cb=1665165481)
![NOT ACTUALLY RELATED,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-31-2048.jpg?cb=1665165481)
![US banking for the business,[object Object],Great things about SVB,[object Object],Set up the account from the UK,[object Object],They’re connected to everyone in the valley,[object Object],Regular networking events,[object Object],Shit things about SVB,[object Object],[object Object],www.svb.com/accelerator,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-32-2048.jpg?cb=1665165481)
![US banking for you,[object Object],Opening a personal US bank account is easybut getting credit isn’t,[object Object],Every ATM charges a fee,[object Object],The answer = HSBC Premier,[object Object],Free, instant transfers between international accounts, all ATM fees repaid, credit card based on UK credit,[object Object],Accounts can be opened from the UK,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-33-2048.jpg?cb=1665165481)
![Company sorted! Let’s go to work!,[object Object],Create US entity,[object Object],Register to trade in State of California,[object Object],US banking,[object Object],Visas,[object Object],Hiring + benefits,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-34-2048.jpg?cb=1665165481)
![FACT,[object Object],It’s very naughty to come to the US and work without a visa,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-35-2048.jpg?cb=1665165481)
![You are allowed to stay for up to 90 days, do business for your foreign company (partner meetings, client meetings, board meetings, conferences) and perhaps take a holiday. ,[object Object],But you absolutely cannot work for a US company. Oh no.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-36-2048.jpg?cb=1665165481)
![Many visas, many options,[object Object],There are a ton of options (including temporary and student visas) but the most popular are:,[object Object],H1-B (Highly skilled migrant),[object Object],L1-A (Intercompany transfer),[object Object],O-1 (Alien of extraordinary ability),[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-37-2048.jpg?cb=1665165481)
![Hands up who likes filling in forms?,[object Object],Visa applications are paperwork-intensive process and one slight error will void your application so use an attorney!,[object Object],April Nakanishi,[object Object],Dunbar Harder, PLLC,[object Object],One Riverway, Suite 1800,[object Object],Houston, Texas 77056,[object Object],www.dunbarharder.com,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-38-2048.jpg?cb=1665165481)
![Standard L1-A process,[object Object],[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-39-2048.jpg?cb=1665165481)
![Entering the US during the visa application is allowed but frowned upon. Make sure you can prove the trip is temporary!,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-41-2048.jpg?cb=1665165481)
![Approved Petition ,[object Object],+,[object Object],Passport with L1-A ,[object Object],+,[object Object],Stamped I-94 ,[object Object],=,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-42-2048.jpg?cb=1665165481)
![It’s business time,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-43-2048.jpg?cb=1665165481)
![Making your first US hires,[object Object],Create US entity,[object Object],Register to trade in State of California,[object Object],US banking,[object Object],Visas,[object Object],Hiring + benefits,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-44-2048.jpg?cb=1665165481)
![International hiring 101,[object Object],Hiring in the US is broadly the same as hiring anywhere else.,[object Object],Don’t hire people you might hate, make sure they can do the job, use your network, avoid recruiters etc.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-45-2048.jpg?cb=1665165481)
![(but if you do need a recruiter),[object Object],Connery Consulting (conneryconsultingllc.com) have staffed for Salesforce.com, Zendesk and many others.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-46-2048.jpg?cb=1665165481)
![Gross generalisation #1,[object Object],Hiring in the US is easy,[object Object],True!Firing is also easy. Get at-will contracts from your lawyers. 3 month probation period and let go if not working.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-47-2048.jpg?cb=1665165481)
![Gross generalisation #2,[object Object],Valley people are more start-up savvy,[object Object],True!It’s all about the options pool. Bonuses less common. 15 days vacation. More flexibility but people know their market value and expect to be looked after.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-48-2048.jpg?cb=1665165481)
![Gross generalisation #3,[object Object],British humour is always acceptable,[object Object],False!Keep it out of interviews. No bad taste jokes. Don’t ask people their age or personal questions. If you think it might be inappropriate, it probably is and you may get sued for it. Just don't.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-49-2048.jpg?cb=1665165481)
![Gross generalisation #4,[object Object],A great package of extras is expected,[object Object],True!The more you offer, the more attractive you will be. This means amazing healthcare, lots of snacks in the office, lunch and dinner provided, Aeron chairs...,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-50-2048.jpg?cb=1665165481)
![Actual start-up snack room,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-51-2048.jpg?cb=1665165481)
![NTK: US healthcare,[object Object],Healthcare with vision and dental is expected,[object Object],This will cost around $500 per employee (extra for spouses and children),[object Object],Even the best health insurance only covers 90% of cost of an accident,[object Object],Most popular plans in CA are Anthem Blue Cross, Blue Shield, Cigna, Kaiser,[object Object],We chose Anthem Blue Cross EmployeeElect (with $20 copay),[object Object],Use High Street Partners to coordinate,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-52-2048.jpg?cb=1665165481)
![The other stuff: US payroll, social security, IRS etc,[object Object],Like company formation and healthcare, don’t even bother doing this yourself. It’s a massive, massive distraction.,[object Object],Again, High Street Partners (www.hsp.com) are recommended.,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-53-2048.jpg?cb=1665165481)
![The stark reality is setting up in the US is bloody expensive,[object Object],$50k to get a team up and running (visas, flights, office, accommodation, payroll, taxes, incorporation),[object Object],10% of this cost to cheat ,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-54-2048.jpg?cb=1665165481)
![Communicating with London,[object Object],You get up earlier (7am starts are normal),[object Object],UK team work later,[object Object],VOIP office phones,[object Object],Rebtel for cheap calls via your mobile,[object Object],Weekly team stand-ups with video conferencing,[object Object]](https://image.slidesharecdn.com/fowa2010-101005104634-phpapp02/75/fowa-2010-fighting-and-thriving-in-the-valley-55-2048.jpg?cb=1665165481)
FOWA 2010 - Fighting and Thriving in the Valley
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Presentation from FOWA 2010 discussing tips for European businesses doing business in Silicon Valley.
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FOWA 2010 - Fighting and Thriving in the Valley
- 40. You must attend the local embassy in person
Editor's Notes
- So, the focus of this presentation is fighting and thriving in the Valley. How can a UK business prosper and set up shop in a Valley? In this presentation, I’m going to give you some tips on how to navigate the land where the cash flows like wine, where you can’t sit on the train without bumping into a highly regarded angel investor and where khaki is an acceptable form of evening attire
- Last time I spoke at FOWA I was given the title ‘surviving outside of Silicon Valley’ and discussed, not just surviving, but prospering outside of the Valley. In London, and more widely Europe, start-ups certainly can prosper. We have access to a thriving technology community, brilliant talent to build our teams, access to customers and access to money. In short, we have everything we need to build an incredible business right on our doorstep.
- We have access to a thriving technology community, brilliant talent to build our teams, access to customers and access to money. In short, we have everything we need to build an incredible business right on our doorstep.
- However, at Huddle, we’ve always had the mantra ‘go big or go home’. We’ve always believed that European start-ups can make it on the global stage and there is no need to stay in London/Paris/Berlin/Amsterdam just to prove that Europe can have its technology champions too
- Thinking big, we recently announced that we were taking our great British company global and taking the fight to the Valley. With $10.2 million of Series B funding, we’ve opened our US offices in San Francisco and we’re rapidly expanding our team.This won’t be applicable to every business – we’ll come back to this
- Talk about my many trips to SF, richardmoross in 2008, 3 month visa for ‘meetings’Type of startup – fashion, music etc
- By the time I finally moved out here I’d been visiting the West Coast five or six times a year for the last couple of years. I’d stayed out for several weeks at a time and really tried to immerse myself in the Bay Area’s start-up culture, get to know people and familiarise myself with the geography – work out which kind of companies live where, how to best go about getting between them and (important) areas to avoid. And, of course, have a chuckle every time someone mentions the area called the ‘Tendernob’ (the area between Nob Hill and the Tenderloin, fact fans). Hilarious.
- Follow angels, vc, companies you admire
- Silicon valley is the Mecca for tech – Google, HP, Apple, Oracle, SiebelMultibillion dollar exits and IPOsAngelgate @ Bin 38Esther Dyson caltrain story
- San Francisco is a big(ish) city and affords everything that a big(ish) city provides – great bars and restaurants, parks, culture, architecture, homelessness and crime
- Mountain View and Palo Alto are the heart of Silicon Valley proper and home to companies like Oracle, Facebook, Apple and HP. However, if you’re looking at moving a several-thousand person company out here they’re probably the only way to go.I feel they lack soul, non-generic shops and decent places for the all-important post-work pint.
- The buzz of the city is palpable (especially compared to identikit business parks found further south) and the city’s SOMA district – with its vast warehouses and loft apartments – is home to hundreds of start-ups, creative companies and social media consultants. Throw a stone from anywhere in the district and you’ll hit at least one person creating “x for twitter”. There are also great spaces available downtown, around South Beach and in the Mission district. Access to caltrain.
- Anyone who has worked at home for any length of time from home... (sauna story)Uservoice form Scott and Rich’s apartment
- Dogpatch labs – “ a frathouse for geeks” – pier 38
- Kicklabs – office space and mentoring for early stage companies. South Beach.
- Citizon space – co-working: the best elements of a coffee shop and a workspace
- Regus – where we are – same building as twitter. V hot area.
- SOMA central – startup friendly space next to the ball park in SOMA. Basically – there’s a TON of great spaces for you to set up and work in the city and be surrounded by other startups.
- If you want to trade or hire in the US you’re going to need a US entity. The vast, vast majority of US companies incorporate in Delaware (regardless of where they are actually based) thanks to the state’s generous tax benefits and well-defined body of case law. Once you have your Delaware Corp you’ll need to get it ready to trade in the State of California. It’s probably best to get a lawyer to help with all of this as the paperwork will make your eyes bleed.There are pros and cons of cost for equity- like lower upfront cost to you, but then locked into the lawyer and also potentially gave away valuable equity.
- Both have Offices in SF that you can use for meetings, interviews, pretending you’re bigger than you actually are
- Unlike the US, setting up a bank account in the US is actually quite simple.They aren't the best bank, but for the simple remote stuff it was good. HSBC might also be a good option.
- Talk about coming and going, Ben Way,
- H1-b is one yearL1-A is up to 7 years, can be extended in countryO-1 is for people like scottrutherfordThere are several options for your visa but (in our opinion) the best in terms of the time-to-apply / time-you’ll-be-allowed-to-stay ratio is the L-1 intercompany transfer visa.
- Regardless who you use, don’t be put off by an initial consultation fee. This is standard and will help the attorney work out which visa is exactly right for you.If you can’t afford the attorney’s fees you probably shouldn’t be looking at expansion anyway.
- Expect to wait at least a month and a half from when you first submit to your interview at the US embassy (unless you pay $1,500 for some kind of Easyjet-style speedy boarding pass, in which case you’re looking at 15 working days) and bear in mind you have to be outside the US to apply and receive your visa. Entering the US during your visa application is technically allowed but frowned upon so if you are travelling make sure you have proof that you’ll be leaving the country again shortly, a copy of your application and something proving that you are indeed employed by a non-US company and are just visiting for meetings. Not to work. Oh no.
- Social security = credit = mobile phone on contract etc
- Unless you’re hiring engineers in SF, in which case you’re screwed.
- People in the US - especially the Valley - are a lot more savvy when it comes to their equity options. In Europe, people tend to work for cash compensation and are happy with that. There is a lot more flexibility in terms of what you offer employees here, but they also know their market value. Typically you will have to have a more generous option pool in the US. Bonuses, probably not expected quite as much.
- People - especially engineers in the Valley have been very well taken care of and expect to be pampered...the more you can throw into the benefit the better off you'll be at recruiting. This means amazing heathcare, lots of food in the office, free lunches and dinners, gadgets, Aeron chairs, etc...