{"id":17038,"date":"2015-10-12T21:24:37","date_gmt":"2015-10-13T01:24:37","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=17038"},"modified":"2020-03-30T18:27:52","modified_gmt":"2020-03-30T22:27:52","slug":"when-pitching-your-startup-heres-how-much-money-to-ask-for","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/when-pitching-your-startup-heres-how-much-money-to-ask-for","title":{"rendered":"When pitching your startup, here\u2019s how much money to ask for"},"content":{"rendered":"

Almost every founder encounters the same dilemma: when your startup has no track record and no revenue to convince funders that it\u2019s worth their time, how much money should you ask for?<\/p>\n

You may think that shooting high will make your company seem more valuable, or that lowballing it will attract investors because you\u2019re not asking for much. But either scenario could make potential funders cautious about opening their wallets.<\/p>\n

If you\u2019re already sitting at the table with potential investors, you have a shot. Here\u2019s some advice about how to secure the financing you\u2019re looking for.<\/p>\n

How much is your company worth?<\/strong><\/p>\n

You help set your company\u2019s valuation by the amount of money you ask from an investor. In any given round of fundraising, investors are looking for roughly 15 to 30 percent of the company, says Alban Denoyel, co-founder of Sketchfab<\/a>, a platform that simplifies sharing 3D files.<\/p>\n

If you\u2019re asking an investor for $1 million, your company\u2019s valuation is roughly between $3 million and $5 million. This is because an investor believes his or her $1 million investment will contribute anywhere between 15 and 30 percent of the company\u2019s equity.<\/p>\n

\u201cBy asking for a certain amount of money, you\u2019re locked into this percentage of your company,\u201d says venture capitalist Charlie O\u2019Donnell, founder of Brooklyn Bridge Ventures<\/a>. \u201cSo that means the math is giving you the valuation number.\u201d<\/p>\n

If more than one funder is interested, that affects the price you can ask.<\/p>\n

\u201cIt\u2019s supply and demand,\u201d O\u2019Donnell says. \u201cIf a lot of people want to get into your round, your price goes up. If not a lot of people get into your round, price goes down.\u201d<\/p>\n

Don\u2019t undersell yourself<\/strong><\/p>\n

Let\u2019s say you have a positive cash flow and low overhead, so you\u2019re not looking to raise that much money.<\/p>\n

O\u2019Donnell cautions against knocking on the doors of big-time investors and saying, \u201cWe only need $50,000.\u201d That signals to them that your idea isn\u2019t worth their time. You\u2019re not keeping them interested or engaged. Rather, you should be able to say to your investors that your idea is a huge deal, that you quit your hedge fund job for it, and that it will take hours to go through the pitch deck because your plan is so detailed.<\/p>\n

Sometimes your company doesn\u2019t require a big round of fundraising. And yet, you\u2019re getting rejected from investors who don\u2019t think you\u2019re asking for enough. Check to see that you\u2019re talking to the right investors.<\/p>\n

\u201cWhat’s important is to get the right investors, not the one putting the most money at the best price,\u201d Denoyel says.<\/p>\n

Be honest about why you\u2019re asking for a small amount, whether it\u2019s because you want to keep more equity in your company or you\u2019re confident about your ability to raise more money in the future.<\/p>\n

\u201cIf you are anything but straightforward and direct and honest about what\u2019s important to you, VCs will see right through you,\u201d says O\u2019Donnell. \u201cSo you\u2019re better off laying all the cards out on the table.\u201d<\/p>\n

Overselling yourself is just as bad<\/strong><\/p>\n

On the other hand, if your pitch deck is sloppy, disorganized, or difficult to follow, you\u2019re better off not wasting the investor\u2019s time. Don\u2019t try to bluff your way through the process by comparing yourself to more established companies.<\/p>\n

\u201cMake sure the comparison is valid,\u201d says Stever Robbins<\/a>, a serial entrepreneur and executive coach in Cambridge, Massachusetts. \u201cYou can\u2019t just say, \u2018I\u2019m a search engine, so I\u2019ll be worth as much as Google.\u2019 Admit you\u2019re not going to be comparable to that and then scale down.\u201d<\/p>\n

At the end of the day, investors aren\u2019t going to fall for smoke and mirrors.<\/p>\n

\u201cVery few businesses in the world are billion dollar businesses,\u201d he says. \u201cIf you\u2019re honest about it, you may get a lower valuation than you hoped for. You as the entrepreneur have to either found a great business or be okay taking home less money.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Almost every founder encounters the same dilemma: when your startup has no track record and no revenue to convince funders that it\u2019s worth their time, how much money should you ask for? You may think that shooting high will make your company seem more valuable, or that lowballing it will attract investors because you\u2019re not […]<\/p>\n","protected":false},"author":917,"featured_media":17039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-17038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nWhen pitching your startup, here\u2019s how much money to ask for<\/title>\n<meta name=\"description\" content=\"If you\u2019re already sitting at the table with potential investors, you have a shot. 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