In Red Rocket’s Definitive
Checklist for Startup Success, we detailed the many things that startup
investors are looking for before making an investment. But, I didn’t really talk about the potential
red flags investors are hoping NOT to see.
To that regard, I recently a read a good book called The
Art of Startup Fundraising written by Alejandro Cremades, a serial
entrepreneur and co-founder of Onevest, a venture
investing community platform. One of the
chapters in Alejandro’s book specifically talks about these red flags for
investors, and Alejandro was kind enough to let me share that list with you.
Too Many Members of
the Founding Team
Giving equity is a great way to motivate and enroll the help
of more individuals when your startup is lean on cash. This can be applied to
cofounders, key team members, friends and family investors in the seed stage,
and even advisors and professionals such as lawyers. However, too much equity
in the hands of too many (especially inexperienced) early shareholders can be
problematic. Even too many team members at the beginning can be problematic
from an investor's point of view. So, keep your fundraising goals in mind when
hiring and considering bringing on cofounders.
Overhead Is Too High
If overhead is already too high, or the profit margins are
going to be too small, investors should rightly be concerned. One of Sam
Walton's core principles when building the Walmart empire was to always control
costs better than the competition. That's where he found his advantage, and
sustainability. Not everyone wants to run a discount business, but there is no
lack of scale or revenue at Walmart.
Buzzwords
Peter Thiel at Clarium Capital says that the use of
buzzwords is one of his pet peeves and biggest turnoffs. Forget the jargon when
speaking with investors. Deliver substance.
Founders Have Other
Jobs
Is this just a hobby for the founder? A part-time gig? Or
are founders really serious and dedicated to making this work? Are founders
available enough, and at the right times, to make the venture work?
Founders Have No
Other Source of Income
Don't expect investors to be throwing millions on the table
for you to go off and buy a bigger house, get a new car, party half the week
away, and generally upgrade your lifestyle. This is money to use to carefully
and prudently grow the business. Investors may be split on whether it is better
for startup founders to have another job or not, but those without another
source of income or some financial reserves could be prone to making rash
mistakes. Whatever your situation is, make sure that you can eloquently convey
the pros and cons.
Poor Credit Ratings
You may have been beat into foreclosure and default on
almost everything back around 2008, but what does your track record look like
before and after that blip? If there are small charge-offs you can pay off,
does it make sense to clear that up? Are you up to date on your taxes? Failing
to pay taxes as a business and business owner can be catastrophic for everyone
involved. If you are at risk of being hit with a federal tax lien, consider at
least working out a payment agreement with the IRS.
Weak Marketing Plans
Scaling and generating real revenues is going to require a
realistic and aggressive plan. If this isn't your area of expertise, look for
guidance.
Relying Only on Paid
Advertising
Building on the previous point; startups can't rely only on
paid advertising. Especially if they have only identified one or two channels
to use. There may be times when funds are tight, and you need to be able to
generate sales regardless of fundraising success, and profits and profit
margins will be a lot better if there are other sales channels working.
Blind Optimism
You have to be an optimist to launch a startup, but
unrealistic, blind optimism isn't going to sell investors, and it isn't going
to make for a sustainable startup. Be positive, but acknowledge the real
challenges that exist too.
Claims of Having No
Competition
Claiming you have no competition is a sign of being overly
optimistic. There will be the potential for some form of competition. Recognize
it, and admit it, and you'll gain credibility and investors will be confident
that you are on top of it.
No Technical Founders
If you aren't technical, and you have no technical founders,
that means there will likely be significant cost in paying for technical
development and maintenance. That is a hard cost that the venture may not
survive without. Contrast that setup with having at least two or three
cofounders who cover all of the main functions and skill sets.
Asking for Too Much
or Too Little Capital
This can be a red flag that founders may not really know
that they are up against. Don't be too shy. Don't forget that you can raise
additional capital in further rounds.
Poor Use of Previous
Funds
Startups that have burned through previous rounds of funding
without generating results can be a scary proposition. Note that this doesn't
necessarily have to mean break even or, in some cases, revenues. Some of the
biggest stories of recent years appear to have changed these rules. However,
you've got to have something to show for it.
Early Investors Not
Participating in Additional Funding Rounds
If previous investors are not getting in on a round, that
can definitely be a bad sign. If there is a good reason for that, make sure to
address it proactively, rather than allowing it to work against you.
Entrepreneurs Have No
Financial Skin in the Game
When launching a startup, entrepreneurs know they are going
to be putting in a lot of time and energy. But many have no financial skin in
the game. It's not really about the amount, it is about equal risk sharing. You
are probably looking for investors who will not just bring money, but will also
put in some work. You want them to bring some effort, their contacts, their
expertise, and a lot of money to the deal. From the other side of the table, it
makes investors feel a lot better if founders are putting some money in, too.
Lack of Momentum
Even if you haven't raised any funds before, it is critical
to track and show progress. It doesn't have to be huge. It can be revenue,
users, market share, or another metric you are focusing on. But make sure you
are tracking and reporting traction and momentum.
Moving the Ball
Forward . . .
Being alert to these red flags, and tackling them in advance
is smart when it comes to clearing the path to getting funded fast. To save
precious time, be prepared, streamline the process, clear any potential
hurdles, and find the most efficient method of raising capital. Ultimately none
of the red flags above are a show stopper by themselves. As a founder, what you
need to do is keep the red flags to a minimum and have plans in place to correct
them.
Thanks again Alejandro for sharing these excellent points with
the Red Rocket readers. You can learn
more about Alejandro on his LinkedIn
profile, and you can follow him on Twitter at: @acremades.
For future posts, please follow me on Twitter at: @georgedeeb.