Raising Finance Investor Perspective: Drew O’Sullivan, Investment Mgr, 4th Level Ventures Drew is a former Manager of the Genesis Enterprise Platform Programme in Cork and has worked in Nova UCD as Project Manager. Drew joined 4th Level Ventures in 2007 Where he works with technology based businesses with high potential for growth on finance and fundraising, new product introduction and IP protection, business models, team development and export market entry.

1. The Juice
A monthly series of thought-sparking breakfasts
at Synergy Centre, Institute of Technology Tallaght
Tuesday Mornings, 8.30 – 10.00am
Coffee & Croissants Served
Tues 19th May, 8.30am
Raising Finance
Investor Perspective: Drew O’Sullivan, Investment Mgr, 4th Level Ventures
Drew is a former Manager of the Genesis Enterprise Platform Programme in Cork and has
worked in Nova UCD as Project Manager. Drew joined 4th Level Ventures in 2007
Where he works with technology based businesses with high potential for growth on
finance and fundraising, new product introduction and IP protection, business models,
team development and export market entry.
*All breakfast briefings are free of charge but places should be reserved in advance.
Contact Onray.brainard@ittdublin.ie or call 01-404 2083.
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2. Investing in High Potential Start-Ups
Drew O’Sullivan, 4th Level Ventures
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3. 4th Level Ventures
• Founded 2002
• Fund size is €18 million
• 14 investments, 3 exits to date
• Focused on early stage technology companies
commercialising Irish university research
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4. 4th Level Ventures
• Invests up to €1.5 million over the life of a
company at seed and early stage
• Require a clear investment and exit strategy
which suits size of fund
• Co-invests with Enterprise Ireland (and other VCs)
• Works closely with management teams
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5. 4th Level Ventures Investee Companies
LED Luminaires
Lithium Ion Batteries
Illicit Image Management
Medical Textiles
Software
Digital Power Control for
Chiral Catalyst Compounds
Computer Chips
Photonics Test Equipment
Laboratory Microfluidics
HDMI Cable Chips
Video E-Rental and IPTV
LED and Solar Cell Mobile phone games
Equipment Manufacturer
Technology Development
Meat Traceability
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5

6. What makes an investable
High Potential Start-Up?
It needs to have…
1. Market
2. „People, people, people‟
3. Novel Technology/Product
4. Business Model
5. Investment Strategy
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7. Market - Ideal
• Big Hairy Opportunity
– Target addressable market of > €1 billion
• Customer Relationship
– Validated need / priority / budget
– Customer buying process understood
• Timing
– Waiting for the market is expensive – timing is
everything
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8. Market - Reality
• Market small and not growing
– Room for new entrant?
– Worth the fight?
• Customer “Relationship”
– Over-reliance on soft positive feedback
– Need not imminent
– Champion is not key influencer
• Timing
– too early
– too late
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9. People - Ideal
• CEO Industry knowledge
– Real experience and network in industry
knowledge and experience
– Focused on success and can bring people with
them
• Team
– Commercial, cohesive and flexible
management
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10. People - Reality
• Wrong management team at outset
– Can be impossible to fix as shares are allocated
– Unfundable
• Inexperienced Promoters
– Learning on someone else‟s ticket
– No real in-depth relevant industry knowledge
and experience
– No real commercial experience
– Ability to discriminate and attract the best
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11. Technology/Product - Ideal
Technology/Product
• Focus on a solution to a real world problem
• Need a very significant competitive advantage
• Defensible clean IP
• Is the technology a product?
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12. Technology/Product - Reality
• Too many possibilities
– Too many applications does not equal risk mitigation
• Not enough of a significant competitive advantage
– Start-ups have to be much much better to displace
incumbent competitors (they have capital, time,
credibility….)
• Too many loose ends on IP
• Technology licence v product
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13. Business Model - Ideal
• Importance of pricing, gross margins
& route to market
– Premium pricing
– Scaling potential (source of funding)
– Exit potential
• Proven business model suitable for
the industry
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14. Business Model - Reality
• Under-pricing & low gross margin
– Value to customer not fully understood
– Costing direct cost of sales
– Scaling and exit potential damaged
– Gross margin – “can be improved later as
model evolves”
• Direct sales where price is too low to
support direct sales effort
• Lead time to sales underestimated
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15. Raising Finance - to build what?
• What do you want to build?
– Risk / Reward expectation of promoter
– Revenues, profitability, technical
leadership
– Potential size of company and size of
opportunity
– What will company balance sheet and
share structure look like in 4 year‟s
time?
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16. Raising Finance - VC expectations
• If raising funds from venture capital - to
VC or not to VC?
– Understand venture capitalists
• Wants to invest!
• Fund manager – measured by returns
• Funds capacity, Funds focus (tech, stage, geo)
• What are value enhancing events/milestones for
business (investment rounds)
• Adding value - recruitment, market access, business
systems, other money
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17. Raising Finance - Valuation
• Valuation of early stage tech companies is
a function of:
– Potential size of “success” - BHO
– Risk associated with company development
• where is it at now
• incremental funds to achieve value milestones
– Probability of success
– Total capital needed to succeed
– Availability of capital – competition for deals
and possible later investors
– “Confidence” of investor of value add
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18. Raising Finance - Reality
• Family friends and…. Revenues
– most common route to finance business
– few go vc route
• Inexperienced teams forget they are
selling an investment opportunity
– not listening to the buying signals
• Undercapitalised technology companies
growing too slowly
– fix it or……leave it?
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19. Drew O‟Sullivan
drew.osullivan@4lv.ie
Tel: 01 6333604
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