ScaleupFest 2017: Yona Shtern (ParkWhiz)

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How not to raise capital

Small Business & Entrepreneurship

1
HOW
NOT
TO
RAISE
CAPITAL

• CEO Oakwood Media
• Chairman ParkWhiz
• Founder & CEO Beyond the Rack
• Advisor & Consumer DoughNats
• Mentor, Advisor, Angel Investor
• Husband, Father of Five
• BA, McGill - English Literature
• Started my first company at 19
• Raised $95 in Venture & Debt
A LITTLE ABOUT ME

JULY 2008
1. Two guys have an idea
2. Create a business plan
3. Looking for financing
BTR ESTABLISHES FIRST OFFICE

Largest downturn in equity markets since great depression
SEPT 2008

“If you really believe in the business,
proceed as though you’ll never get funded.
John Stokes
Real Ventures

6 months after we built
our business plan……….
And over 100 pitches to
VC’s and Angels
JANUARY 2009

“I like it… but it’s too small.
Prove it to me.”
Oliver Jung
European Super Angel

Website Launch
 1,000 friends & Family
 14 styles of SKY dresses
 Sold 2 units
JANUARY 21, 2009

8 Lessons Learned

1. UNDERSTAND YOUR MODEL

2. TEST EVERYTHING

3. EMBRACE FAILURE

4. PERSIST

5. BUILD A TEAM

6. DREAM BIG

6. CHOOSE PARTNERS CAREFULLY – ALIGN INTERESTS

7. BE THE CEO

8. IT’S ONLY BUSINESS

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ScaleupFest 2017: Yona Shtern (ParkWhiz)

1. 1 HOW NOT TO RAISE CAPITAL

3. • CEO Oakwood Media • Chairman ParkWhiz • Founder & CEO Beyond the Rack • Advisor & Consumer DoughNats • Mentor, Advisor, Angel Investor • Husband, Father of Five • BA, McGill - English Literature • Started my first company at 19 • Raised $95 in Venture & Debt A LITTLE ABOUT ME

4. JULY 2008 1. Two guys have an idea 2. Create a business plan 3. Looking for financing BTR ESTABLISHES FIRST OFFICE

5. Largest downturn in equity markets since great depression SEPT 2008

6. “If you really believe in the business, proceed as though you’ll never get funded. John Stokes Real Ventures

7. 6 months after we built our business plan………. And over 100 pitches to VC’s and Angels JANUARY 2009

8. “I like it… but it’s too small. Prove it to me.” Oliver Jung European Super Angel

9. Website Launch  1,000 friends & Family  14 styles of SKY dresses  Sold 2 units JANUARY 21, 2009

10. BTR BY THE NUMBERS 10CONFIDENTIAL  Founded BTR in 2009  Raised $95M in equity and venture debt  15 Million consumer members, 5,000 brand partners  $150M run rate business  Almost sold the company 3x to major retailers (LOI)  Restructured and sold to private investor in June 2016 600K+ active buyers 8,000+ new items daily $700M+ revenue 400 employees 2014 Brand of the Year

11. 8 Lessons Learned

12. 1. UNDERSTAND YOUR MODEL

13. 2. TEST EVERYTHING

14. 3. EMBRACE FAILURE

16. 5. BUILD A TEAM

17. 6. DREAM BIG

18. 6. CHOOSE PARTNERS CAREFULLY – ALIGN INTERESTS

19. 7. BE THE CEO

20. 8. IT’S ONLY BUSINESS