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The Players Impact
Fundraising 101:
How to raise a seed round
D AV I D C H A N G
@ C H A N G D S
Fundraising
Basics
How to Raise
a Round
Rookie
Mistakes
Background
Startup Experiences
Angel Investments
Direct Syndicate/Fund
TBD Angels
What obstacles stand in your way?
What’s the business trajectory?
Lifestyle or social good
Linear growth or revenue fueled
High growth, scalable venture
Where to get that first dollar?
Revenue Equity
Partners
Grants
Debt
Where to get that first dollar?
Revenue
Prepaid product
Crowdfunding
Consulting service
Equity
Convertible notes
SAFE
Stock
Partners
Vendor services in advance
Non-recoverable
engineering
Grants
SBIR
Pitch
competitions
Debt
SBA loan
Bank loan
Personal note
Capital sources have tradeoffs
Equipment Financing
Traditional VC
Micro VC
Angel Groups
AngelList
Angels
Corporate / Strategic
Venture
Customers
Jobs Bill Portal
Crowdfunding
Vendors
Founder
Friends & Family
Crowdfunding
Grants- Gov & Foundation
Venture Debt
Bank
Loans
Personal
Loans
Private Equity
Competitions
Accelerators &
Contests
Impact Angels & VCs
Size
Cost
Source: Jean Hammond & MassChallenge
Raising during a pandemic
• Active investors are out there
• Active VC List, DocSend
• Investors meeting during
COVID-19
• Plan for longer runway
• Valuations hit 20-30%
Venture capital stages
Growth Equity
Early Stage
Angel
Friends & Family
How the VC game works
Skewed return distribution
VCs must swing for the fences
Raising a Round
How Much to Raise
• Basic financial model of
cost drivers and revenue
• Forecast monthly for 2
years
• Fundraise rule of thumb:
12-18 months’ cash
Use of Proceeds
• Build product
• Grow team
• Marketing
• Customer acquisition
• Working capital
Milestones
See www.techcrunch.com/2015/06/24/running-out-of-money-isnt-a-milestone
Team
Product Development
Market Demand
Product / Market Fit
Business Model
Execution
Fundraising
Basics
How to Raise
a Round
Rookie
Mistakes
Prep Target Socialize Raise Close
Run a 5-step fundraising campaign
Basic Prep
✓ Legal representation
✓ Founders agreements
✓ Financials and budget
✓ Blurb (1 paragraph) / teaser (1 page)
✓ Pitch deck (10 slides)
Hone in on target criteria
Stage
Location
Industry
Vertical
Investment
Thesis Business
Model Social /
Trust Filter
Tools to build the pipeline
University Focused
Corporate VC
bit.ly/boston-area-investors-firms
Local Investors
Angel Groups
Seed
Stage
Growth
Stage
Early
Stage
VC
Tech
VC
Healthcare, Biotech, Energy
Socialize
• Prioritize sequence
• Find strongest connections to 30+ targets
• Tactics: lead gen, cold calling, warm intros
• Network over 2-3 months
Don’t ask for money!
Improves hit rate Creates data points Doesn’t start the clock
“Who else should I talk to?”
“I’m not ready to raise”
“Who would be helpful?”
Refine pitch
• Incorporate feedback
• Double down on consistent themes
• Avoid whiplash changes
Go for it! Create FOMO
• Approach your top candidates at the same time
• Decide whether to tell investors about each other
• Land anchor investor as the first domino
• Use triggering events to get or improve term sheets
“I’m closing a round”
Structure
Equity
Debt
Structure
• Preferences over common
• Board seat or 2
• Option pool
• Liquidation preference
• Control over sale, new options
• Debt that becomes preferred equity
when you raise it
• No valuation, but the “cap” is a
ceiling
• Interest accrues, rate <10%
• Conversion discount
Equity
Preferred Stock
Debt
Convertible Notes, SAFEs
Close the deal
• Rolling close vs. set close
• Not done until money is in
the bank
Key terms
❑ Board composition
❑ Option pool
❑ Voting rights
❑ Founder vesting
❑ Change of control
❑ Redemption rights
❑ Information rights
❑ Anti-dilution
Seed A B
$15
$6
$1
$30
$12
$5
Valuation & Dilution
?
Dilution: what’s your end stake?
Valuation ($M)
?
Valuation & Dilution
37%
See ownyourventure.com
See dlopuch.github.io/venture-dealr
Raise $1M on $5M pre
34%
Raise $1.5M on $5M pre
33%
Raise $1M on $3M pre
Dilution: what’s your end stake?
Valuation ($M)
Seed A B
$15
$6
$1
$30
$12
$5
How long does it take?
• Longer than you expect
• 3-6 months
• Speed limited by access to investors
• Your ability to find them
• Calendar availability (surprisingly hard)
How soon to start, how long it takes,
general timeline you can expect, how to
reduce time between the initial outreach
and closing a deal?
Choose your investors carefully
What characteristics to look for in a
venture partner?
How find someone who is properly
aligned with your business?
Board dynamics with the venture
partner, what to expect, what to
protect against, how to go about that
board relationship?
Fundraising
Basics
How to Raise
a Round
Rookie
Mistakes
Players Tips
Ideas alone are worthless
Don’t go solo
Find the right co-founders
Function
Size
Location
Industry
Recruit team based on today’s fit
Engineer
Product
Management
Marketing
Investor
Corporate
Development
Business
Development
Make yourself obsolete
Execution Tips
Value builds in steps
Team
Product Development
Market Demand
Product / Market Fit
Business Model
Execution
Focus your experiments
1.10^ 12
= 3.1
1.01^ 365
= 37.8
Shorten iteration cycles for big
payoffs
Focus vs. Pivot
Stay true to the guiding north star
Pitch Tips
Anchor your summit & basecamp
Don’t share everything at once
• 1 Sentence
• 1 Paragraph
• 1 Page
• 1 Light Deck
• 1 Follow-up Deck
pexels.com
thenounproject.com
Typical Parts
Overview Problem Solution
Market
Opportunity
Go-to-Market Traction
Revenue &
Business Model
Team
Competition Differentiators Financials
Ask & Use of
Proceeds
www.nextviewventures.com/blog/free-startup-pitch-decks-template
www.bestpitchdecks.com
Resources
• Legal
• Goodwin Procter www.foundersworkbench.com
• Foley & Lardner www.foley.com
• Pierce Atwood
• Techstars www.techstars.com/docs
• www.seriesseed.com
• General
• www.jddavids.com
• www.robkornblum.com
bit.ly/startresources
Q&A
Fundraising 101:
How to raise a seed round
D AV I D C H A N G
@ C H A N G D S

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How to Raise a Seed Round - The Players Impact - June 2021