Founded in 2003
Global venture development firm with investments in 15 countries
across multiple industries
Group made up of:
emagine consulting – Consulting and Research
iMedia – Graphic Design and Web Development
tesla communications – Technology Planning and Management
Wicked Code – Software Development
4SquarePeg – Human Resources
We are venture catalysts
We work with entrepreneurs in every stage of business
development from brainstorm to private equity investment
Our History In Venture Capital
In the past 5 years
We have heard over 600 elevator pitches
We have received over 400 executive summaries
We have read and assessed 100 business plans
We have invested over USD 400 million in industries ranging
from technology to fashion and publications
Our current investment portfolio stands at USD 700 million
As a result, we have a special understanding of entrepreneurship
and how to get businesses funded
Our Funding Process
Internal Business Plan ~50 – 150 pages
Teaser 1 – 2 page introduction
Elevator Pitch ~5 minute quick pitch
Pitch Deck ~15 – 20 slides
Business Plan 20 – 30 page plan
Executive Summary ~2 page introduction to Business Plan
Why Do Entrepreneurs Need Business Plans
Written summary of a proposed business venture
Helps us understand an opportunity and how to best exploit it
Gives a blueprint for the operational and financial viability of a
Explains marketing opportunities, go‐to‐market strategy and post
launch promotional plans
Identifies key personnel’s skill sets and experience
Increases the chances of business success or elimination of a
business idea based on feasibility
Specifies the potential risks to the venture’s success
Provides a baseline to compare projected vs. actual results
Why Do Venture Capitalists Need Business Plans
Helps us to see that the entrepreneur has thought out the business
Shows us that the entrepreneur has done their homework on how
to bring the concept to market
Provides us with the financial requirements for start‐up, production
Defines the return on investment to the VC
Sets a timeline for launch, growth and expansion
6 C’s of Business Plans
Concern for the Investor
Well Structured Business Plan
Research & Development
“The Elevator Pitch” that summarizes the business plan into 2
This should be written last to assure that all key elements are
explained first in the business plan and then related into a strong
If the Executive Summary isn’t strong, the business plan will never
What is the business?
What will it become?
What will it stand for?
Introduce your business and explain it
Market Need (Pain) ‐> Solution
Business Goals and Objectives
Overview of Unique Advantages
What Benefit Will It Provide The Customer
Current industry position and trends
Potential trends that can be leveraged for business success
Total size of the market ‐> How much can you serve?
What need do your products/services solve?
How will you gain competitive advantage?
What makes you unique?
How will you meet your goals and objectives?
What is the company brand?
What will it cost to enter the market, establish position and
Who is the target customer?
What is the profile of the customer?
Demographic and psychographic breakdown
Customer Need Analysis
Tell us about your product/service
What does it do/What need does it satisfy?
How will people use it?
Where does development stand currently?
Are there any patents, trademarks or copyrights that will affect
How will technological changes affect product development?
What are the shortcomings and how do you plan to overcome
Prove that a profitable market exists
Demonstrate customer interest
How will you build awareness?
How will you position your product/service and brand?
What is your pricing strategy?
What is the Go‐To‐Market strategy?
What is the sales and distribution strategy?
Is there a service plan and, if so, how will it be implemented/
Websites and Social Media
Articles and Publications
Information on competitors’ market share, products and strategies
What are your advantages over the competition?
How else can your solution be achieved?
What will it take for customers to switch to your offering?
How will competitors respond to your market entry?
Breakdown of key personnel
Direct relevant industry experience
Accomplishments and track record (P&L responsibility)
Experience of the team working together
Status and Nature of Commitment
Additional roles to be filled
Talent Acquisition Strategy
Board of Advisors
Board of Directors
Detail the daily operations
Structure, Ownership and Legal Form
Organization Chart with responsibilities
Leases and agreements necessary to operations?
How will the offering be produced?
In‐house and/our Outsourced production
Post Startup Production Expansion Costs
Required Licenses and Permits
How will your venture use/utilize technology?
Streamline production/product delivery?
Obtain more clients/customers?
Business Information Systems?
How will it help to achieve business goals and objectives?
What will be the costs to implement, maintain and upgrade?
What are the training costs?
Research & Development Plan
Does your offering require on‐going research and development?
How will it be funded and carried out?
What indicators will be used to determine where the research and
development should be directed?
How will it be implemented into product/service development and
How will the research ownership be controlled?
Will you sell on credit?
What will your policy be?
What will it cost you?
3 Sets of Forecasts
Monthly Proforma for Year 1
Quarterly for Years 2 – 5
Amount of required capital
Use of funds
Return on Investment
Start Up Expenditures
Income Statement (1 year)
Cash Flow Statement (12
Balance Sheet (1 year)
Required Business Equipment
Market Research Studies
Research & Development
Technology White Papers
Advertising Materials (if
Does the market really exist for the offering?
Can you build it within the costs defined in the plan?
Company position relative to key competitors
Management’s ability to create a company that can give a
competitive advantage over rivals
Will it make money?
Will it cover operating expenses?
Does it give investors an attractive rate of return or a high
probability of repayment?
Things That Keep Us From Funding
Lack of logic in the development
Unrealistic financials or lack of
Lack of planning for variables for
marketing & advertising costs
Location! Location! Location!
No research on upfront costs,
purchases and expenses
No allowances for A/R and A/P
Forgetting to include a reasonable
Pie In The Sky Projections
No quotes for required products,
services and equipment
Failing to relate to a real need/
Trying to be all things to all people
No Go‐To‐Market strategy
“We have no competition”
Business plan too long or too
No risk analysis
Poorly organized business plan
Badly designed or un‐proofread