It is essential for venture capital firms to believe that your small or startup business is hitting the right and size of market.  While a management team or new product can be created, a market opportunity cannot, as it must exist.  And if a sizable market does exist, then venture capital firms start salivating.

However, don’t get over-zealous and lay down unrealistic market opportunities. Venture capital firms want to see a sizable market, but it must be realistic.

Avoid Overstating Your Intended Market

It is very tempting to say you are entering a “300-billion a year” software industry. And simply stating that even penetrating 1/1000^th of that market will lead to riches. However, that is far from the truth. You must be clear to venture capital firms that within that market, Microsoft applications takes up a great percentage. And after bypassing all the gaming software, financial software, and other popular consumer software, your little database program aimed at the bartending industry is only a very small portion of the overall “software industry.”

Use Published Facts and Figures Pertinent to the Market

Let your venture capital investors know the particulars of your intended market and industry. Don’t be afraid to use statistical reports from reputable research companies and from name brand industry leaders such as the Dow Jones, Forbes, Wall Street Journal, or Bloomberg.

These kinds of business or industry reports can give you leveraged data to help persuade venture capital firms that your market is growing. Cite growth percentages and emphasize actual market numbers. This will help give credibility to your intended market segment.

Identify Changes and Trends

You may be able to persuade venture capital firms that a particular market is trending. By using the above strategy of published statistics and reports, you can use your power of analysis to study trends and make your own educated and professional market projections. And if you have created new business ideas to take advantage of early trends, you could score with venture capital financing.

No matter how good (or improvable) your new business ideas are, you must convince venture capital firms that a market is or will be in place. Use targeted market segments, recent reports, and your own valuable trend identification to help VC firms get the picture of your business success.

How far has your start up company developed? Are you ready for an IPO on the stock market, or are you still in a product development and information-gathering stage? Knowing your stage of company development can be beneficial in understanding where to look for venture capital start up financing and raise capital that is needed to advance to the next stage.

Below is an overview of the typical venture capital financing stages and how you can determine which stage your company fits. With this in mind, you can more directly focus your venture capital search for VC firms that specialize in your stage of development.

Seed Stage or Concept Stage

This is the beginning stage of a company. You might consider this stage as the point where an entrepreneur/founder/inventor has a business idea in mind, but has not yet even made a prototype. There is no management team assembled yet.  The company has much product research and market research to perform before it is ready to advance to the “start up” stage.

Funding for this stage is rarely found with venture capital firms. A company needs to have more than just an idea to get close to VC firms. For the most part, seed stage companies find start up financing from friends, family, and possibly angel investors.

Start Up Stage

At the start up stage, a new company has at least the founder/entrepreneur working full time on the company. He or she has other key management personnel filled, but the management team is not yet complete. The product is realized and is at least at a prototype stage. With a product and a focus, the company probably has a legal business entity formed and a business plan.

Start up financing from venture capital firms can happen at this stage, but it is rare. Only a few VC firms usually are interested in an early-stage company financing.

First Stage

The new company at a first stage has a product ready for market and may be earning revenue. The management team is fully assembled and the infrastructure of the company is in place.

Most VC firms will usually get involved with a new company at this stage. Venture capital financing will be used to help boost sales, cut production costs, and perform additional market research.

Second Stage

Second stage companies are in full swing, and their product has penetrated the intended market. Companies at this stage find venture capital to help expand into larger markets, such as national or international markets.

Third Stage or Established Stage

Third stage companies have been operating successfully for at least three years and are poised to capture an even bigger market share. VC financing helps make plant improvements or expansions necessary to create higher production.

Mezzanine Stage or Bridge Stage

This stage is when companies have proven their ability to increase sales and are ready to start the process of going public. Venture capital at this stage helps that process and prepares a company for an IPO.

Turnaround Stage

This stage is not where a company wants to be. A company in a turnaround stage is usually suffering from financial losses and is underperforming. Restructuring is necessary. and venture capital at this stage is used to help get a company with potential back on its feet. Though there are few VC firms who fund the turnaround stage, a company can still find financing help from a VC firm specializing in this stage.

What makes a successful entrepreneur? An entrepreneur must wear many hats in the process of starting a new company, but one of the traits that sets an entrepreneur apart from others is the ability to successful raise money needed to get a company off the ground.

Start up capital is essential for new businesses to succeed.  Unless an entrepreneur has substantial savings to use as start up capital, he or she will need to ask for money. Raising capital for business funding is not easy. It requires a bit of diplomacy, flattery, enthusiasm, vision, as well as a host of other qualities to convince people to part with their money and invest in a new business.

What traits do venture capital firms usually see in successful fundraisers? Here is a list of skills and traits you might need to be a successful venture capital fundraiser.

1. Networking Ability – A successful VC fundraiser needs to have a large pool of potential investors in which to pitch his or her idea. A smart entrepreneur knows the law of averages and will not narrow a fundraising search to just a few possibilities.

1. Targeting Ability – Not only does a successful start up capital fundraiser need a large set of contacts, he or she needs the ability to narrow down a list to the ones who the best candidates. Rather than a ‘scattershot’ fundraising approach, efforts are focused on VC firms who fund new companies similar to the size and scope of his or her new business.

1. Enthusiastic Communication – Finding investors requires an ability to make a pitch to those investors that convinces them of the potential of the new business. An entrepreneur who has passion and enthusiasm in the way he or she communicates to investors will have a better chance of receiving funds.

1. Preparedness – An entrepreneur who expects to receive VC funding never wings a presentation. Every detail of a presentation is practiced and honed until the message is exactly right.

1. Tenacity – Rejection is rampant in the world of VC fundraising. A successful VC fundraiser accepts this as part of the job and begins again when he or she meets a dead end.

1. Patience – No entrepreneur who needs money “now” will succeed. A successful VC fundraiser knows that there is a process to fundraising, including attracting the right venture capital firm, due diligence, and negotiation.

1. Flexible but firm Negotiator – Negotiation requires the ability to be flexible, but also the creativity necessary for the give-and-take of the process. A good negotiator will also recognize a good deal and have the ability to walk away from an unfair deal.

1. Realistic – Though enthusiasm is good, knowing the limitations and risks of the business, and being able to talk about them with venture capital firms, is also essential. A VC firm will easily see through a “smokescreen” of all positives and wants to know that the entrepreneur accepts and is aware of the risks as well.

When you get the nod from a venture capital firm for start up funding, your work is still not done. A simple “yes” answer is not the end of the road for your search for capital. Subsequently, you must sit across the table from your venture capital firm and negotiate the terms of the deal.

Should you do this alone? Or should you have someone trained and experienced in legal business entities and capitalization on your side?  Most entrepreneurs are not experienced in business partnership negotiations and are new at obtaining capital. It would reason, therefore, that having an attorney on your side during your venture capital negotiations would serve you best.

Why would hiring an attorney be beneficial? After all, it’s just another expense – and not a cheap one. However, an investment in an attorney may be worthwhile, as he or she will look out for your interests and attempt to negotiate the best terms for you.   

However, this does not mean that you must have an attorney sit with you at the negotiation table. Although some entrepreneurs might choose this option, simply having an attorney available to review the proposed term sheet and offer negotiation advice would work as well.

Here is what an attorney might help you with:

Compliance

One of the most important jobs an attorney will perform for you is to assure that every term you and your venture capital firm decide upon is within state and federal regulations and securities laws.

Realistic goals

Your attorney will help you see reality through your dreams. Most entrepreneurs want to keep full control over their start up company, but start up funding requires that some control be given away to the venture capital investor. An attorney will help advise you of your choices for outside capitalization and keep your feet grounded.

Fairness

An attorney will ask, “is this transaction fair?” An experienced litigator might be able to spot an unfair deal and advise you of your possible reactions.

Explanations

Do you know what an antidilution clause is? Or a conversion provision? An attorney will help explain the terms with which you are unfamiliar and their implications to your business.

Are the rewards of an attorney worth the cost? Most likely. Having an attorney on your side can help you get the best deal possible. Whether an attorney is at your side during negotiations or just available to review and offer advice, this legal specialist is a good investment for your start up company.

While every potential venture capital deal hinges on various factors, there are three important valuation factors that fit across the board for venture capital firms. Here is a look at the top three valuation factors that could give you an edge when approaching a venture capital firm.

1. Management is Everything

In a poll conducted by the authors of Inside Secrets to Venture Capital, venture capital firms were asked to rate the factors they use to determine the value of a potential investment. By far, the top rated factor was the quality of management.

VC firms were asked to rate the factors on a scale of 1 to 5, with 5 being the highest importance. The numbers were overwhelmingly in favor of the management team, with nine out of every ten VC firms rating this factor a 4 or 5. Seven out of ten rated this top factor a maximum of 5. The average rating for management team was 4.5, and no other factor even came close.

What does this tell you? Make the effort to recruit and attract the best possible people for your company. VC firms know the value of a management team who can weather storms and guide a small business to big success.

2. Size of Market

The next most important factor in the poll was the size of the market. The average rating for this factor was 3.8 out of 5.  30 percent of venture capital firms rated this as the highest importance. Thus, it is important for you as an entrepreneur seeking start up capital to find a market that is sizable, yet penetrable.

3. Product Qualities

Product quality was actually third on the list of top importance to venture capital firms. Only 25 percent of respondents said this was top importance, and the average rating (out of 5) was 3.7.

Along with product quality, venture capital firms look at the product’s uniqueness, the brand strength, and potential patent and intellectual property assets.

With these factors in mind, now you have an inside look at what venture capital firms are seeking. Be sure you design your new company with these top factors, and you will stand a better chance of getting a “yes” for venture capital.

Since the slump of the economy starting in late 2007, companies funded by venture capital firms also have seen a decline in the number of initial public offerings.  Stock investors are simply not putting money into new companies, but 2010 may see a return of new IPOs from venture capital-backed companies.

During a recession, skittish stock investors tend to act conservatively with their money, selling stock to put funds into more safe investments that will help retain value, such as gold or government issued securities. Putting money into a new, untested stock company is just another risk that investors are not willing to take.

What 2010 Will Bring

However, according to a recent article from the Wall Street Journal, 2010 looks promising for newer, small company valuations. In fact, the end of 2009 showed a more fair valuation in stock prices than over the last two years.

What does that mean for stock investors?  Stocks are realizing a more accurate valuation, which means that investors are placing their trust and funds back into equities.  Thus, with a higher risk tolerance this year, stock investors may be more attracted to buying stock in new VC-backed IPOs, especially since IPO stocks are typically discounted as a compensation for investor risk.

In addition, venture-backed companies who issue an IPO are typically considered small or mid-cap investments. There is a wide range of investors who do want to invest in these types of stock categories, including mutual funds and larger corporate investors like insurance companies. Small to mid cap venture-backed companies will be of interest to them as they seek to increase the value of their stock portfolios in 2010.

The Growth in IPOs This Year

Just how many new venture capital-backed IPOs could we see in 2010? 2009 saw only 8 such IPOs, according to information from Dow Jones VentureSource. But according to the WSJ article, one expert projects 30 to 50 new IPOs could happen this year. In fact, the Dow Jones VentureSource already has 33 venture capital-backed IPOs filed with the SEC.

So far in 2010 no venture capital-backed companies have made an IPO showing. However, if the data is correct, 2010 could actually see the return of the IPO for venture capital investment companies.

The ability to successfully obtain venture capital funding depends a great deal on the management team assembled in a startup company. Entrepreneurs may have big dreams and big ideas, but no one attempts a large business venture alone. That is why it is so important to empower your management team if you want to obtain VC funding.

The Value of Management for Venture Capitalists

One of the most important qualities a VC firm looks for in a startup business is the management team. The VC firm wants to know that the team has quality leaders who are experienced in their field of expertise. Their experience will become invaluable in making decisions for the startup company as it meets challenges, especially if management team members have previously gone through the experience of a startup company.

However, what good is expert management team advice if an entrepreneur doesn’t empower them to make decisions? Many times an entrepreneur has assembled a powerful management team for the sake of obtaining VC financing. But ego and the allure of power prevented them from taking valuable advice and resulted in poor decisions for the company.

Empowering Your Management Team

What can you do to empower your management team and be in a better position for VC funding?

• Trust – Learn to trust the experience of your management team. You will have a better chance at VC funding if you trust your team to pull from their education and experience.

• Ask – Don’t be afraid to ask your management team for advice and help. Entrepreneurs are the leaders of new startup companies. However, a good leader knows when to take advice from a qualified team member.

• Encourage – Don’t forget that even experienced managers need encouragement too. Learn to encourage their input, and reward managers for great ideas and winning decisions.

• Provide Resources – A manager who has the resources he or she needs is more likely to help your company get VC financing. Make sure you provide money, technology, and even human resources that will help a manager help your company look great for VC firms.

It takes a village of qualified people from a wide angle of fields to make a startup company work. VC firms know this fact, and your funding depends on a company having the right management team. Be sure you empower your team to get the highest results.

What you state in your business plan says a lot about the future success of your business.  Venture capital firms have witnessed plenty of successful new businesses that started with a sound business plan.  VC firms know what should be included in a business plan – and what should not.  They also know the qualities that a business plan should possess if it is worthy of their time and money.

What are the qualities that VC firms like to see?  Here are 10 that should be in your business plan:

1. A Brilliant Idea

No plan is complete without a nugget of a great idea.  The idea is what sparks the interest of a VC firm.  The rest will solidify their interest, but it all starts with an exciting idea.

2. Brevity

VC firms don’t have time to review every business plan that is put in front of them.  Make sure yours is brief and succinct and contains the main compelling points that are of interest to a VC firm.

3. Clarity

Be absolutely clear about what your idea is and how it will achieve success.

4. Know Your Market

Do you know who will buy your product?  What are the demographics? How will you market to them?  Let your potential VC funding firm know that you completely understand your market.

5. Show a Large Market

VC firms will invest in startup companies with a potential for big earnings – which means having a big target market.  Show VC firms that your product will fit into a large market.

6. Your Competitive Advantage

Why will your target market buy your product rather than the competition?  This needs to be addressed honestly and with crystal clear focus so VC firms know why you set apart.

7. Existing Contacts

Have you already established potential partnerships with other successful businesses?  Do you have a top industry business ready to buy your product?  VC firms like to know that you already have potential help and customers waiting.

8. Management Team

The quality of your management team will be a top priority for VC firms.  Show that you have a team assembled with the best experience and qualifications.

9. Demonstrated Product Success

If your product has already been developed and shown sales potential, prominently display your sales success. 

10. Avoid Anonymity or ‘Hiding’

Don’t try to hide information a VC firm.  Your plan will more likely be rejected.

When an entrepreneur thinks of capital funding, the first thing that comes to mind is venture capital.  However, depending on the stage and growth plans of the new company, an entrepreneur may be better suited to pursue an angel investor. 

Many venture capitalists receive proposals for capital financing from companies that just do not meet their requirements for scaling, industry, or funding amounts.  This happens frequently when entrepreneurs fail to properly research the role or expectation of a VC firm in comparison to an angel investor.

An angel investor is an individual or private company that may wish to invest capital into new businesses that need help getting off the ground.  A previously successful entrepreneur may become an angel investor as a way to help new entrepreneurs get past the self-funded stage.  Typically, angel investors will fund companies that need financing in amounts anywhere between $150,000 and $1.5 million.  Though angel investors are easier to acquire than VC, they still require higher return amounts than traditional bank loans.

Venture Capitalist vs. Angel Investor

How can you, as an entrepreneur and business owner looking for capital growth, know which investor to approach?  Here are some guidelines:

Type of company

Venture capitalists have a preference for certain industries, particularly those with high growth, such as biotechnology or software with large expansion potential.  Though angel investors like high growth industries as well, they are more apt to be a capital source for other smaller growth industries. 

Size of company

The growth potential of the company is a tremendous factor in VC funding decisions.  They expect big returns when a startup company goes national or global, is acquired by a major corporation, or offers an IPO as a larger corporation.  Angel investors, however, will look at smaller companies that do not require as much capital for initial startup or capital growth.

Experience

VC firms are notorious for picking and choosing startup companies that are lead by experienced entrepreneurs.  Experience may be within the industry they are entering or through other successful entrepreneurial ventures.  Angel investors, on the other hand, will more likely help a first-time entrepreneur.

Amount of capital needed

Whether you need only one round of capital financing or a series of rounds, if you need more than $3 million for your capital needs, you should seek VC funding.  VC firms will usually not consider startup or small companies needing less than $1 million, unless the VC firm specializes in seed capital for startups. 

Generally, if the total capital required to create a positive cash flow in just a few years is less than $3 million, an angel investor is the way to go.

If you are an entrepreneur who wants to get an innovative business off the ground with a capital inflow, consider your options carefully.  Think of how big you want to take your business, your experience, and your ultimate capital financial needs.  You may find that a VC firm is not what you’re looking for after all. 

If you’ve successfully walked through the door of a VC firm and given a presentation, your next step may be having the VC firm perform a valuation on your business.  A successful presentation is indeed a commendable feat, but before you receive a check from a VC firm, they will do their due diligence and valuate the true potential of your business.

Some call the process of valuating a business an art rather than a science.  The results can be highly subjective rather than objective when considering the value of an untested business idea or process.  Particularly the entrepreneur’s opinion of his business may be inflated due to the enthusiasm that clouds better judgment.  But conversely, a VC may undervalue a business to be ultra-conservative in estimating potential losses.

Valuation Factors

A VC business valuation must take many factors, including:

• Risk vs. Reward – A VC firm must evaluate a company from the viewpoint that it is risking its own capital to capitalize another company.  And for that risk and use of money, they deserve a reward.  The higher the risk of financial loss, the more reward will likely be asked of a potential portfolio investment company.

• How Much Capital is Needed? – A VC firm will try to assess the amount of capital that a business needs in order to succeed.  Too little capital and the business risks failing.  Invest too much capital, and the VC firm has tied up more money than it needed, thus losing other potential investment earnings.

• How Fast Will Revenues Grow? – Another factor that venture capitalists must consider is the rate at which revenues are predicted to increase until they can take out their “reward” or financial return.  Some companies may take up to five years or more before they even see a profit and are able to incorporate with an IPO.  The longer that VC money will be tied up, the more return they will ask for at their exit point.

Valuation Methods

There are many methods a venture capital firm may employ to valuate a startup business.  Most of these methods are subjective since the future is always unknown.  Here are a few of the most common methods:

• Cost Approach – This is also known as book value.  The cost approach tries to determine the future book value of a business at the exit point after liabilities are subtracted from assets. 

• Market Approach – A market approach to business valuation would try to determine what the business would be sold for on the actual market.  Sometimes this means comparing the actual recent sale price of a similar sized business in the same industry. 

• Income Approach – An income approach uses a capitalization rate, or cap rate, to determine a subjective valuation.  The cap rate is divided by the net income of a business at a particular point in the future to calculate the valuation.  For instance, if a startup company expects to have net earnings of $10 million at the projected exit point in eight years, and a 10% cap rate is used, the business valuation would be $100 million.

Business valuation is an important step for VC firms and entrepreneurs.  It must be completed to reconcile the valuation between what the business owner thinks the company is worth, and the conservative estimates of a VC firm.  If you’ve reached this stage, you’re well on your way to receiving VC funding, but be prepared to cooperate fully with a VC firm in their requests for valuation information.