You may not know how to get venture capital when you start a new business, but accessing venture capital can mean success or failure of your business venture before it even gets off the ground.
Whether it’s at the start-up phase or once your business is up and running, you’re bound to reach a stage where you require additional funding. Knowing how to get venture capital can prove invaluable at pretty much any stage in your business’s lifecycle.
Do you know how to get venture capital?
Venture capital can enable you to obtain large – or small – quantities of money, and is accessible for new businesses with big start-up expenses or businesses that want to grow very quickly. You need to know how to access it before you even consider approaching venture capitalists.
Venture capitalists typically assist at four stages in the business’s development:
- Idea generation – low level financing to help prove a new idea
- Start-up – early stage businesses that need funding to help with marketing and product development
- Exit – to finance the ‘going public’ process.
How to get venture capital for your start-up
There are two things that an entrepreneur can do to improve his chances of getting funding for his new business.
1. Have a business plan
A basic business plan will include a summary of the company or opportunity, industry overview and details of the strengths, weaknesses, opportunities and threats facing the venture, as well as a financial overview, including past performance (if available), and projections for at least the next five years. This will help you clearly present your business idea to the venture capitalists.
Resource: Free Business Plan Template Download
2. Use online networking
The Internet can be invaluable in helping start-ups gain access to capital. Use social media platforms such as LinkedIn, Facebook and Twitter to connect with venture capitalists. It’s easier to approach a venture capitalist for funding once you’ve connected online. You can also use the Internet to find programmes that provide VC funding to start-ups.
General tips on how to get venture capital
What’s your USP?
It isn’t enough to tell investors your product or solution is better than anything else out there; you need to show what makes your business different.
Know your customers
Be sure you can clearly identify the market segment you’re targeting and explain how you’ll reach it.
Know your staff
Your team is of paramount importance because their experience and skills can make or break your business venture. Can they cope with the stress that the start-up or growth phase will inflict on the business and its employees?
Know your competition
Who else is playing in the same industry as you? Where do you fit in? Be specific about the companies you’re up against.
Related: How To Find Funding in South Africa
Know your industry
You need to know your industry inside and out, where the opportunities lie, what is a growth area, what is not.
What is your sales and distribution model?
What distribution channels and partners do you plan to use? How long does it take to close a sale? How much does it cost to acquire a new customer? What are your key pricing metrics?
Have a mentor
One of the smartest things you can do is find a mentor, coach or counsellor. You need someone who has experience and wisdom to share with you on running a small business and being an entrepreneur.
Related: (Directory) Mentorship & Coaching
Know how you are going to spend the money
This may seem obvious but it isn’t always the case. Investors like to know their money will be used to build products, hire employees or add to the business in some other tangible way.
You can’t succeed every time, so you need to be able to accept failure, learn from it and move on.
3 Top Tips SMEs Should Be Aware Of When Accessing Funding
Darlene Menzies weighs in on the top three things you should consider when accessing funding.
1. Applying for credit facilities
Apply for credit facilities (such as a bank overdraft or revolving credit facility) when business is going well, which is when a bank is more likely to approve it. This also means you will have the money immediately available if you hit a cash flow challenges. Don’t wait until the business has hit a cash cliff to apply, as you will be less likely to qualify or be in a position to negotiate the best rate/terms.
2. Have critical documentation easily available and kept up-to-date
Create a secure electronic folder, preferably stored online, that house all of your statutory and financial documentation that funders will request from you when you apply for finance.
This includes up to date copies of your company registration documents, shareholder agreement and register, certified copies of member/director IDs and marriage certificates, tax certificate, signed customer contracts, business plan, latest financial statements, up to date management accounts etc. SME lack of finance readiness (i.e. having their documentation available for funders) is a key constraint to being able to access funding.
3. Know your credit score, both your personal credit score as the business owner and your business’s credit score
Our report shows that 61% of entrepreneurs applying for finance don’t know their credit score, yet this is one the primary evaluation components used by funders to determine the risk of lending money to the business.
It’s important that SMEs request their credit scores and address any issues that are negatively affecting them. You are permitted one free credit record per annum from the Credit Bureau. Take time to learn about how the credit system works.
Access to finance
“There are a number of research studies that confirm the link between access to finance and business growth, showing that increased access to funding increases revenue and job growth in SMEs.”— Darlene Menzies, founder of finfind.co.za
Taking A Business Public Can Unlock Its Full Potential
How can business owners continue to create shared value and drive growth beyond the venture capital funding rounds to attract new investors and customers, and unlock the inherent value in their business?
In the context of entrepreneurship, a great deal of emphasis is placed on the start-up phase of a business. But what happens beyond that?
Listing on a stock exchange is often the best way for a business to realise the next phase of its growth ambitions and create opportunities for shareholder and investor diversification.
Listing a company provides a more effective tool to access capital and enhance liquidity than private equity markets, as there is a much larger investor base to tap. Importantly, this pool will also include institutional investors, such as pension and investment funds, most of which are mandated to only invest in listed entities.
Reasons to list
Raised capital can be used to fund expansion or research and development, or meet other capital requirements for acquisitions. Listing creates exit opportunities for founders, shareholders and early-stage investors, and helps to spread the risk of ownership. Other growth opportunities become accessible as lenders can more accurately determine a company’s market value to determine loan-to-asset ratios.
Valuations for potential mergers or acquisitions are more objective. In this regard, a share issuance can be offered as a suitable exchange of value, rather than using cash to make a purchase or acquisition. Listing a business boosts its credibility and brand equity, which is beneficial from a customer perspective.
It helps to attract and retain the best talent from an employee perspective through the implementation of an employee share incentive scheme.
But before a business lists, it is important to consider the commercial benefits and, consequently, if this is an appropriate next step. In this regard, the leadership team must first review the strategy and agree on where the business is in its lifecycle, and where it is going. For any business to be successful, the shared beliefs and purpose of its leadership team must align and there must be consensus among shareholders that the time is right to list.
Consider the trade-offs
Once this point is reached, consider the implications of taking a private company public. Firstly, business owners must understand that they are effectively giving up control of their company. They must also acknowledge that the transition from a private to public company can be difficult, with increased compliance and transparency.
Listing on a stock exchange also raises the public profile of the company. This includes greater oversight from external stakeholders, with strict reporting and disclosure requirements required by the exchange and regulators. These aspects are mandatory to ensure greater transparency, which translates into greater protection for investors.
Meeting compliance requirements
Arriving at this decision therefore requires a thorough due diligence process. This entails meeting financial reporting and minimum regulatory compliance requirements, which have potential cost and administrative implications that can prove challenging, particularly for smaller businesses.
However, it’s imperative to meet these requirements, as this ensures the business will stand up to market scrutiny and that the entity delivers exactly what it promises to investors. It also ensures the business meets the exchange’s corporate governance requirements, complies with the Companies Act, and operates in line with industry best practices.
This due diligence process is also vital if a company hopes to adequately demonstrate value to investors in the open market. This will help listing advisors and sponsors, whose job it is to market your company to potential investors, to more accurately determine if there is appetite for your business.
Institutional and retail investors will use this information to interrogate the business’s value proposition to ascertain the potential for growth following a listing, and determine whether the business model will deliver adequate and sustained returns over the medium to long term.
Need Funding For Your Vision? Give ‘Tasteful Persistence’ A Try
Zuko Tisani’s Legazy is a company that plans six international immersions for mainly start-ups, executives and members of the public. He has managed to grow his business from floundering for funding, to attracting large corporate investors. Here’s how your business can follow suit.
Legazy was launched with the aim of playing a leading role in the South African digital economy by stimulating the trade on African innovation. Legazy is well on its way to increasing the success rate of entrepreneurs through exposure to market access, partners, media and investors. “Before we were consumers and bystanders of industry 4.0,” says founder Zuko Tisani.
“We work with large corporates and Government, speaking their language by understanding what is important to them and not promoting what we think is important,” Zuko explains.
“Our narrative is tailored to fit the specific corporate we speak to. A lot of companies make the mistake of shooting in the dark and send a generic proposal to as many people as possible.
“We also realised the return on investment for content was huge. We are well documented visually and with the corporates that sponsor our projects it makes it easier to get funding because we can tell a unique story, a big story and an emotive one that goes hand-in-hand with our proposal and separates us from others.”
Zuko offers these top tips for start-up funding success:
How do you get people to care enough about your idea to invest?
1. Be very clear about how assisting you benefits them
Human nature is selfish. Win-win is not enough. Think more 51% to 49% — give more than you get. How is your sponsor going to be the winner of the day by supporting you? Always bring it back to the bottom-line. Whether it’s tax benefits, market exposure or adding value to their supply chain, be careful not to oversell because it can close an opportunity before it even opens. Do your homework to find gaps to fulfil or to enhance existing projects. Once you have emailed a specific request, lay out end-to-end how you will use the money and how it will benefit them.
2. Be persistent not pestering
Sending mails to busy stakeholders without response is a norm — try to find other stakeholders, who are more junior and would also have an interest in your project, to assist. Tasteful persistence is mostly rewarded — be delicate but direct in what you want; keep demonstrating you can add value and deserve the sponsorship.
3. Make the vision big and the ask small
It’s important to gain and build trust so take what you are given and build on that.
What steps can your start-up apply when approaching corporates for funding?
1. New is hard to sell and often has tentative buyers in the beginning
However, it’s worse to enter an over-saturated market where differentiation is difficult to see. A lot of entrepreneurs focus on the complete market and say things such as, ‘It’s a $10 billion industry’. Can you skew your value proposition to make a buyer believe it’s unique? And can you capture an upcoming market such as Generation Z (the coming economically empowered generation) in your offering?
2. Paper trails
If you are looking at partnering with a corporate find out where they have put their money before, and what it took for the start-up to gain access to those funds. Also look at the companies similar to yours that are succeeding — where is the money in your sector? This will also inform where you will be wasting your time.
3. It’s all seasonal
Keep a tight watch on when budgets are allocated. A lot of companies will inform you that they’re not in a good position to allocate money. Find a non-financial resource that you can be offered and leverage their partnership to gain financial support with another sponsor.
4. Know the lay of the land
The winner is the one who has the most information. If you are trying to tap into being a supplier for a corporate, know the decision-makers; know the key influencers. Your business is reliant on relationships.
As connection with anyone becomes easier, it’s easier to create solid relationships with decision-makers who can help your business with a signature. But always ensure your proposal offers the greatest value and that you do not only know the decision-maker, but everyone else who is part of supporting the sponsorship.
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