When you enter a boardroom full of venture capitalists bent on drilling whether your business idea is a good prospect, be prepared to become the business.  You cannot rely on your business plan alone when venture capitalists are considering whether they should invest money in YOU.  Remember, your business plan is just that: a small black and white booklet that gives readers some idea of what your business is and how your business is going to make money. 

Don’t Make the Cardinal Mistake

One of the worst mistakes an entrepreneur can do is sit back and depend on the business plan to win the hearts of venture capitalists.  If they ask a question, the last thing they want to hear is, “oh, it’s there in the plan on page 5.”  What a VC firm really wants to know about is you and your management team.  How did you come up with the business idea?  How much experience does your chosen leadership have to forge a successful business?  How do you back up the numbers on your financial data?  Why should they give money to you and not Entrepreneur Joe waiting in the lobby? 

Use your business plan only for reference.  You must become the face of the business – a face in which venture capitalists want to invest.   

With that said, what do VCs want to know about before writing big checks in your company name?

Venture Capitalists Are Investing in You

Of course, venture capitalists want to know about you and where you come from.  What is your expertise and experience?  Do you have a background of leadership?  How about previous innovation and entrepreneurship?  VCs will need to trust that you and your co-entrepreneurs are fully qualified before they back your business.

You don’t need to lie or exaggerate about your background.  But paint your expertise, desire, and enthusiasm in the best possible light.  When you are excited about your business, others will be too.

What About Your Management Team?

Venture capitalists know that you can’t run a business alone.  They want to know that you have put together a great management team and that you have the highest confidence in them.  Therefore, choose your partners and leadership team carefully.

Your Employees

Your employees will likely be what your customers see as your company.  How will you hire them?  Train them?  Will your company invest and support the career growth of its employees to help retain the best?  Be sure you highlight the roles your employees will play to VCs.

Your Product or Service

What does your enterprise sell?  Expertise in a consulting role?  Manufacturing a new widget?  Show VCs how your product or service fills a niche and why it will be in demand for your customers.

Your Strategy for Success

Finally, venture capitalists want to know how your business strategy will be put into action.  If your business plan has a sound strategy with attainable goals, as well as viable steps you and your team will take to achieve those goals, you will have a step up with potential VC funding. 

Make your business stand out to venture capitalists with the Who, What, and How.  Remember, venture capitalists are not investing in your business plan.  They are investing in you.  Bring life to your plan, and you will have better success with obtaining VC funding.

How can you succeed in creating a new business idea?  You don’t need to be like Thomas Edison and invent a revolutionary product like the light bulb.  In fact, you can simply invent how to illuminate the light bulb without using electricity.  Indeed, your new business idea can be an innovative re-working of an old idea that venture capitalists appreciate.   

“Recycling” Ideas for Venture Capital

If your new business is seeking venture capitalist (VC) funding, you want to demonstrate your innovation and why your product will succeed in the marketplace.  The beauty of “recycling” and improving an existing product is that it already has a proven track record.  Inventing a widget that consumers have never used is risky, but making a popular gadget even more effective has a greater chance of success. 

What makes an old idea better?  Remember when photographic cameras used film and processing to record images and produce an image?  At some point, someone determined that images can be captured electronically in digital format, eliminating the need for post-processing of film.  Since then, digital photography has seen continued improvement in quality and detail.  Film cameras will soon be antiques, as all images, including video, will be recorded digitally because of this new and innovative process on an old idea.

The camera is not a new invention.  It’s been around for about 150 years.  But with the digitization of light capture, photography has been opened up to a much wider customer base.  Think of this as an inspiration point for how you can take your skills to make a proven technology even better – and ideally, how your idea will make an existing product even more popular among the masses.    

Using Old Ideas as an Inspiration Point

Think about your business idea.  Let us say that you are great at computer programming and can create a solid and applicable database design.  How does your idea improve upon the old one?  Databases are used everywhere.  Can you offer a revolutionary or innovative user interface?  Can you improve upon the speed at which your database functions? 

It’s perfectly acceptable to bring an old idea to a venture capitalist and ask for funding.  Old ideas have been serving this world quite suitably.   However, when you create your business idea and business plan, it needs to have sparkle and a creative twist that fills a niche in society and serves a large consumer base.  And yes, even you can succeed as an entrepreneur by making a better mousetrap!

No one makes a hole-in-one on their first try.  If you are an entrepreneur with a great business idea seeking venture capital (VC) financing, don’t be discouraged if the first VC firm you pitch turns you down. 

Rejection is one of those facts of life that everyone must face.  And most any entrepreneur will know first-hand about rejection and failure.  However, the best entrepreneurs will pick themselves off the ground, brush off the dirt, and continue the journey.  That’s resilience.

One of the most famous stories of resilience is Donald Trump.  After becoming the biggest real estate mogul in the 1980s, he swiftly fell back to Earth when he and his holdings went bankrupt.  But through determined resiliency, an optimistic outlook, and a well-planned strategy, he re-emerged again as the top real estate developer in the world.

When it comes to securing capital from venture capitalists, what is the best way to handle rejection and move on to the next opportunity?

Ask for Helpful Criticism

If you are turned down by a VC firm, don’t be afraid to ask the reason.  It could be just that they are looking for a different type of industry to invest in, but they may offer constructive help about your business plan, your pitch, your strategy, etc.  Accept any criticism not as a put-down, but as an opportunity to improve your pitch for the next venture capital firm.

Be Flexible and Adaptable

If you, as an entrepreneur, will succeed, you must accept that your way may not be the only way.  This is true for any industry.  For example, when making a feature film, actors must be flexible with direction.  Directors are flexible with producers.  And producers need to be flexible with financiers.  A feature film is a collaborative effort, just like any other business endeavor with third-party financing. 

Remember that if you are asking for a large investment from a VC firm, they will want to have a say in making sure both you and they profit from the venture.

Galvanize Your Determination

If you have experienced setbacks with obtaining VC funding, you must be more determined than ever if you want to succeed.  The famous novelist John Grisham tried to sell his first novel through 15 publishers and 30 agents.  All rejected his fictional crime story.  He was determined, however, and went on to self-publish his first novel, A Time To Kill, and he has since become one of the leading best selling thriller authors in America.  If he had become dejected after his rejections, we would not have the joy of reading his page-turning legal thrillers.

Never accept rejection.  Rejection is simply one person’s or one VC firm’s opinion.  If you believe in your business idea, then you will find the right VC to help finance your successful venture. 

Would you walk into a venture capital (VC) meeting wearing jeans and a tatty t-shirt?  Hopefully, your answer is a resounding NO!  Keeping this in mind, your entire business concept should not be presented to venture capitalists in ill-conceived metaphorical jeans.  You want to ensure that your business “look” is far from sloppy.

Your business look consists of everything that a potential customer sees when interacting with you.  That means your name, logo, paper and other printing materials, and website all must display a look that is attractive and welcoming to your customers.  A well designed business look will show venture capitalists that you have taken considerable time and effort to present your business in the best possible light.

What elements should you consider for your business look?  It’s all in the details.  Evaluate your business look to make sure it incorporates the following:

Name and Logo – Your business name and logo are one of the single most important marketing elements.  Your name may be incorporated into the logo.  Choose typeface and fonts carefully based upon the branding and image you want to project.  For example, a creative or designing firm should use an edgy style that reflects the firm’s innovative ideas.  On the other hand, a financial consulting business should design a logo using a more traditional serif font that reflects sound financial strength.

A logo should always be professionally designed by a graphic designer.  The money spent on a well-designed logo is money well spent.

Color Psychology – The colors you choose for your business look are important as well.  Avoid using too many colors that end up difficult and expensive for professional printing.  One or two colors are best for a logo, and no more than four.  Consider backgrounds as well.  A safe background for printing and website is white.  Gray letters or logo against white is low contrast and difficult to see, and the same holds true for your website.  Use contrasting colors that make your logo and name pop out. 

Also keep in mind the different moods that colors invoke.  Red is the color of fire, strength, and power.  Blue is more subdued and relaxed.  Purple represents a royal or regal aura.  Your color choice for your business logo and name has a lasting effect how customers and venture capitalists view your business.

Clean Layout – Logos and names should not be overpowering or too distracting.  The use of white space and balance in a logo is important.  On your printing materials, your logo should appear on the top of your letterhead aligned right, left, or centered.  A slogan is also sometimes included.  Your business contact information should incorporate similar fonts as your name or logo. 

A business name and logo with the right design elements and layout will help a business attract customers, as well as help VC’s view your business as professional and ready to take on the market.  Remember, venture capitalists are not only analyzing your innovative idea, but your entire business savvy as well.   Show them that you understand how to reach your customers by putting your best logo forward. 

“Ambition is the path to success. Persistence is the vehicle you arrive in.”   

–William Eardley, IV

Are you ready to ride your vehicle of persistence?   William Eardley penned an adage that certainly holds true in today’s business world.  It takes more than just ambition to succeed.  You must take action and persist in action to achieve your goals. 

An entrepreneur can get frustrated and downtrodden when faced with rejection from needed venture capitalist (VC) funding for a business idea.  But how would the current world look if people did not persist?  Would the literary world be the same if Stephen King and John Grisham accepted their initial novel rejections?  Would professional basketball celebrate the greatest player in the world if Michael Jordan accepted his rejection into the varsity team when he was 15?

These giants persisted and became the greatest at what they do.  Michael Jordan persisted from being an average hoopster to becoming, by most standards, the greatest basketball player ever.  King and Grisham persisted at getting their novel ideas published and have since revolutionized the horror and thriller genres respectively. 

Indeed, you may not strike metaphorical gold when you approach your first VC group.  But persistent entrepreneurs do not take rejection personally.  They take a look at how their pitch could be improved.  Or they look more closely at the list of potential venture capital firms and refine the target firms that would most likely fund their business idea.

Don’t be Narrow Minded – Persistence is a key to success, but persistence without reflection is narrow minded.  Don’t become obsessed with success.  Continually work at improving how your business idea can become successful.

Be Polite – Entrepreneurs can have a tendency to become brash or even offensive with their persistence.  When you want to get your foot in the door with a VC firm, always be polite with your persistence.  Do not offend your potential investors with insults or bravado.  Always act in a professional business manner.  Polite communication goes a long way to opening doors, both now and in the future. 

Follow Up – Some venture capitalists remark at how shocked they are when an entrepreneur contacts them with a business idea, sends a business plan, and are never heard from again.  Don’t sit by the phone expecting a call from someone who is dying to give you money for your business idea.  Make contacts and follow up with the decision makers after you send them your business proposals.  And remember to not beg and always be polite. 

Your ambition with your business idea is what makes you an entrepreneur.  The persistence you take to make your business idea realized is what will make you a successful entrepreneur.  Now, don’t you have some phone calls to make?

The best new businesses are those with innovation incorporated in the business process or product.  The dictionary defines innovation simply as the introduction of a new idea, method, or device.  However, when it comes to venture capital, this definition is taken a step further: innovation is an idea or method that is new and improved. 

It is not enough to present venture capitalists (VCs) with a new idea.  The old saying that ‘anything that can be invented has been invented’ is somewhat true.  Most inventions are simply innovative improvements on an old idea.  Your business idea must be a concept that can impress VCs as revolutionary and marketable to customers as something they need.

Innovation doesn’t need to be restricted to useful products like cell phones or automobiles.  Service innovation is highly in demand as well.  If your entrepreneurial venture is a service business, show your potential financing partners how you have designed your service as something newer and more reliable than previous methods.

Fulfilling an Outstanding Need

An innovative business idea should fill a need.  Your potential customers should find your product or service something they need in their life to make it easier, improved, or more fulfilling in some way.  In that sense, it should fill a niche in which you can emerge as a prominent provider of your service or product.  Don’t just make a new golf club.  Create a club design that can help solve a slice or cure a hook.

Innovative Demographics

Your target customer could be part of your innovation.  Show venture capitalists how your product will sell to teenagers with limited budgets or to wealthy yacht owners.  Your market research should demonstrate to VCs how your product or service will be in demand to what market segment.

New Knowledge

If you have researched a new and improved idea, method, or device, display your work proudly before a group of VCs.  Innovation in service or products can be found with new knowledge gleaned from research.  Reveal your scientific methods and results and how they can improve the lives of consumers. 

Your innovative strategies are what will set you apart from other businesses when trying to obtain venture capital funding.  Let your innovation shine and use it to convince venture capitalists that your business will be in demand.

When you began your entrepreneurial venture, you most likely had a simple yet vague concept, such as, “I want to build a better to-go coffee cup,” or “I want to offer software solutions that streamline the construction bidding process.”    

Since then, you have performed due diligence, interviewed other business owners, conducted market research, had new thoughts about your business, and solidified your concept.  It is now time to clarify and crystallize your vision and commit your mission in writing before you present it to venture capitalists.

Formalizing your mission and vision is not a quick process.  You need time to write down ideas, revise them, share them, and finally produce a succinct written statement about how your business will operate and what will happen in the next five years.

Brainstorm and Draft Ideas

Take time to brainstorm how your vision will translate into your business.  How will it operate?  Who will run it?  How will it profit and sustain? 

Writing down your ideas also unleashes your creativity.  It helps you define the choices of your business and the results you want. 

The process of writing down your ideas and goals also helps solidify your commitment to your vision.  Studies show that people who succeed more are those who have written goals.  This certainly bodes well for your efforts in securing venture capital!

Edit and Refine

Once you brainstorm all of your ideas onto paper, it is then time to refine them into a coherent system of sentences.  All the drafted ideas you retain should be ones that reflect your core system of values for your business.  Chose the ones you know are important to you and how your entrepreneurial venture should be envisioned.

Do not formulate a term paper or novella sized mission and vision.  You will need to make tough choices to keep your statements short, succinct, and to the point.

Share with Others

When you have a good first (or second) draft, you should pass copies around to your business partners, associates, and others you trust who could offer helpful and constructive suggestions.  Other sets of eyes can spot grammatical errors, poor word choices, and perhaps provide deeper insight to your mission and vision statement.

Finalize and crystallize

Take time after your revisions and suggestions to incorporate everything into a crystal clear final draft.  The version you want to show the people who may finance your endeavor should be articulate and reflect your positive enthusiasm for your new enterprise.  If done correctly, it should also motivate venture capitalists to want to see your vision fulfilled and help you make it happen.

Venture capital (VC) funding has been around for decades, funding some of the most famous companies, including Google and Apple.   In order to succeed in obtaining VC financing, you need to convince the firm or group that your business will succeed in making a profit in a short amount of time, usually three to five years.

How does a VC firm decide to invest in a business?  They will invest in a business that has the best chance of making the aforementioned profit.  To secure the funding from venture capitalists, a business needs clearly demonstrate a solid and viable strategy.

Do the Research

Your new business needs to have a market base.  Who will your customers be?  You need to know exactly who your target clients are before you meet with a VC with a funding request.  Do the market research necessary to get a clear picture of your customers and know that your business idea is viable.

Fill a Niche

Your business needs to be different from the competition.  A VC firm does not want to finance another “software solutions” company.  Find where your business fits into the existing market and determine your niche.  You’ll be more successful at obtaining VC financing if your business can fill an outstanding need in a market. 

Employ the Best

Part of your business strategy should be hiring a leadership team who are experts in their field.  With an experienced team, your business has solid oars to row through rough times, which is important from the venture capitalists’ perspective. 

Make Achievable Goals

What are your business goals?  Indeed, you want to make a profit, but how will you achieve that goal?  Write down the steps that your business will take to become profitable and sustainable.  Goals should be achievable and believable by the venture capitalists if you want to earn their trust.

Emphasize the Strengths and Work on Weaknesses

Be upfront about your business strengths and weaknesses to VCs.  Be sure to emphasize your expertise, your leadership team’s edge, and how the business will excel.  However, lay out what your business needs to do to improve in areas.  Venture capitalists want to know how your business can handle the weaknesses.  In addition, discussing your weaknesses also shows the venture capitalists that you can accurately and realistically judge the business environment. 

Your business strategy will be one of the biggest selling points to venture capitalists.  Refine your strategy and make it strong, achievable, and believable – and you will find that venture capitalists will be equally excited in your vision.