כרגע בארסנל שלכם:

  1. 1 רעיון שטחנתם אותו מכל הכיוונים.
  2. 2 מחקר שוק, לקוחות, ומתחרים.
  3. 3שותף/ים.
  4. 4תוכנית עיסקית.
  5. 5המון אנרגיה ורצון להוציא דברים מן הכח אל הפעל (אין לכם? חשבו מסלול מחדש).

 

אלא אם כן אתם פשוט יוצאים לדרך בכוחות עצמכם עם המשאבים שיש/אין לכם ( "בוטסטראפינג" – Bootstraping. קבלו קצת עצות) אתם צריכים להכין מצגת (ומומלץ גם תקציר מנהלים) למשקיעים הפוטנציאלים אותם אתם הולכים לפגוש ולנסות לגרום להם להאמין בכם, להבין את השוק בו אתם פועלים ולראות שלמוצר שלכם יש פוטנציאל להצליח בו.

אמר טים אוריילי שכסף הוא כמו דלק במסע עם מכונית. נכון שאתם לא רוצים להיתקע בלי דלק באמצע הדרך, אולם מצד שני אתם רוצים כאמור לעשות מסע, ולא סיור בין תחנות דלק. זה המשל, והנמשל הוא שאומנם אתם תמיד צריכים כסף לחצי שנה לפחות בקופה, אולם עליכם להבין שתהליך גיוס הכסף גוזל המון זמן, המון אנרגיה נפשית, וצפויות לכם אכזבות רבות. כל אותו זמן, אתם צריכים לבודד את החברה מתהליך הגיוס ולתת לה להמשיך לתפקד כרגיל. גיוסי הכסף מצריכים תיכנון קפדני.

מה גם, שטיפ ה"חצי שנה" לא תמיד ישים גם בשל הוצאות לא צפויות וגם בשל התארכות סבבי השקעות או דחיית תחילת הכנסות. ולכן, עליכם לחשוב כבר על הגיוס הבא בשלב הגיוס הנוכחי, מה שיעזור להם להגדיר גם את גבולות הגזרה ביחס למו"מ הנוכחי על שווי ולהיות מוכנים לדילולי המשך ולהיות במשמעת תקציבית גבוהה כל הזמן.

כמה הערות לגבי מה משקיעים רוצים לשמוע, ואיך לא לשעמם אותם למוות ולגרום להם לבהות המומים בחלל:

    1. 1 משקיעים אוהבים שפונים אליהם בנימוס, שמגיעים בזמן שנקבע, מוכנים עם כל החומרים, שנותנים להם להבין שהפגישה איתם חשובה ואתם מעריכים את זמנם ומכבדים את עצמכם ואת הסיטואציה. כל זה נכון גם לבני תמותה אחרים באופן כללי, לא רק למשקיעים.
    2. 2היו אמיתיים והוגנים. ספרו את החדשות הרעות כבר בהתחלה. אם החדשות ממש רעות, אפילו לפני קביעת הפגישה. לכל מיזם יש נקודות חולשה, זה בסדר. מידע שלילי שיתגלה במקרה, או בשלב מאוחר יותר יציג אותך באור לא אמין. גיים אובר.
    3. 3חשוב!!! הם חייבים לראות שהמיזם חשוב לכם. שהוא בנפשכם. שתשמרו על הכסף שלהם שהם ישקיעו בכם, ותתנו 110% עבודה קשה בשביל להפיק ממנו את המיטב ולהחזיר את ההשקעה. בהקשר הזה במיוחד הם ישימו לב לכל טעות הכי קטנה, לכל הערה לא במקום, לכל זליגה הכי מינורית… מקילומטרים. זה אחד הדברים החשובים ביותר עבורם.וביננינו? פייר, אם יש לכם ספקות, לא בטוח שהפגישה עם המשקיעים היתה צריכה להתקיים.
    4. 4כנ"ל לגבי מתחים בין שותפים. מקילומטרים. לא תמיד אתם בעצמכם תשימו לב לזה.
    5. 5קחו בחשבון שמדובר באנשים עסוקים, בין השאר במעקב אחרי חברות בהן הם כבר השקיעו. אל תגזלו מהם הרבה זמן. הפגישה כולה לא אמורה לעבור את השעה. מצגת של 20 דקות, 10 שקפים מקסימום, יכולה להעביר כל מסר בעולם טוב מאוד..
    6. 6קחו בחשבון שהם רואים הרבה חברות כמוכם. מה זה אומר? שברור להם היטב מה מעניין אותם לשמוע והם יודעים איפה הנקודות החלשות שלכם. הם ישאלו שאלות קשות. הכינו לעצמכם מראש רשימת תשובות לכל הקצוות הרופפים – נקודות החולשה – של המיזם שלכם. אחרי כל פגישה ערכו תחקיר ועדכנו את הרשימה בהתאם.
    7. 7מה זה עוד אומר? נניח שאתם בפגישה עם משקיע פוטנציאלי. אתם מתחילים לחפור על ליבת הארכיטקטורה של המוצר שלכם שכמובן מבוססת על בינה מלאכותית מהחלל החיצון. המשקיע שמולך עושה "כן" עם הראש. הוא לא מבין דבר למעט מילות הקישור. ולא כי הוא טיפש. ההסבר שלכם לא רק מייגע אותו, אלא יכול גם להיתפס כמזלזל מכיוון שהוא עובר מאות מטרים מעל ראשו של המשקיע ההמום שיושב מולך – ואתם אמורים לדעת את זה מראש.

      לא פחות גרוע הוא שהמשקיע מבין שאתם לא יודעים למכור. לא הצלחתם לקרוא אותו ולדבר על מה הוא מצפה לשמוע. לא הבנתם את הסיטואציה. לא יצרתם איתו קשר אישי.

      האירוניה היא שאתם יכולים להיות 100% צודקים. הפיתוח שלכם באמת יכול להיות ההמצאה החשובה ביותר המצאת הגלגל. המשקיע שמולכם מסתכל עליכם וחושב מה הוא יאכל לצהריים. איבדתם אותו, ולא באשמתו.

 

"ואז הקפה מוכן..."
"ואז הקפה מוכן…"
    1. 8הצד השני של אותו מטבע הוא להיות ברור, פשוט ולהשתמש במילים שבני אדם רגילים משתמשים. עזבו ג'בריש מקצועי שלמרבית בני האדם נשמע סתום לחלוטין. אתם לא באים להפגין כמה אתם יודעים, אתם באים לגרום להם לפתוח את הארנק. ראו גם טיפים להכנת מצגת. אם הפגישה בעברית הייתי ממליץ בחום לדבר רק עברית ולהשאיר את הטרמינולוגיה ה"אנגלית" מחוץ לחדר.

 

8-2

  1. 9בכלל, תוסיפו לארסנל שלכם נשק קטן, ממוקד וממזרי – Pitch. נסחו לכם 1. תיאור מוצר, 2. למה צריך אותו, 3. לאיזה קהל מיועד, 4. איך תגיעו לשוק, 5.מתי משיקים, 6.מה אתם מחפשים עכשיו – כך שייקח דקה אחת. נסו אותו שוב ושוב ושפרו אותו עד שיהיה מושלם. יהיו לכם הזדמנויות לרוב להשתמש בו, אין סיבה לאלתר!
  2. 10קבלת ההשקעה היא לא הסוף, היא ההתחלה. המשקיע מבין את זה אפילו טוב יותר מכם, והוא יהיה חייב לרצות לעבוד איתכם. לפחות, לסבול אתכם במידה סבירה.

 

הכנת והצגת מצגת מנצחת:

  1. 1טיפים כלליים להכנת מצגת – באתר של  גיא יריב.
  2. 2תכוונו ללא יותר מ-10 שקפים ו-20 דקות. פונט 30 מומלץ – לכפות תמציתיות.
  3. 3תתאמנו לפני – תעבירו את המצגת במלואה, מול אנשים, וקחו זמנים.
  4. 4תנו "נאמבר" קצר וחזק ותשאירו מקום לשאלות, דיון פתוח וטעם של עוד.

 

מאיפה מגייסים כסף?

  1. 1משפחה וחברים – בכללי, זה מאוד עושה שכל ויאפשר לכם "לצבור נכסים" שיעשו אתכם אטרקטיביים יותר ויעלו את הערך שלכם בגיוסים עתידיים. מבחינת הנראות, אתם תקבלו נקודות זכות בעיני משקיעים עתידיים על האמון שקיבלתם מאנשים שמכירים אתכם היטב, גם כלפי המיזם שלכם וגם כלפיכם אישית. זכרו – תמונה אחת שווה אלף מילים. פרוטוטייפ אחד שווה אלף תמונות. ומכאן לשם, ערך החברה עולה מאוד.
  2. 2קרנות הון סיכון – כאן זה נהיה פורמלי יותר, הם כנראה יבקשו נציגות בדירקטוריון החברה ויהיו מעורבים באסטרטגיה של החברה.
  3. 3אנג'לים – זה נע בין אנשי תעשייה וטכנולוגיה (ראו רשימה כאן) ועד בכלל. צפוי שיהיו פחות מעורבים בחברה, לפעמים עד רמת "הנה הכסף, תחזור עוד כמה שנים שיש אקזיט". כאשר מדובר באנשים שמגיעים מתחומים שונים לחלוטין מהתחום שלכם, לעיתים נהוג להמשתמש במונח "כסף טיפש" – תהיו צריכים במקרה זה לעשות תאום ציפיות חמור כאן. הם צריכים להבין במה הם משקיעים ומתי ואיך הם יקבלו את ההשקעה שלהם בחזרה. אתם לא רוצים לראות דמעות של מלאכים.
  4. 4מימון המונים – לא בדיוק מתאים לגיוס כסף לחברות. כן יכול להתאים לפיתוח מוצר. ראו הנחיות של כל אתר ואתר.

 

תמיד מומלץ לפנות למשקיעים רבים ולעבוד במקביל, גם כדי לא לשים את כל הביצים בסל אחד וגם כדי ליצור בינהם תחרות בריאה (ע"ע משל דוכן הפלאפל הריק לעומת המלא)

כמה מושגים:

גיוס ראשוני נקרא Seed.

שווי "לפני הכסף" = שווי החברה למשקיע לפני גיוס הכסף.

שווי "אחרי הכסף" = שווי החברה אחרי גיוס הכסף = שווי "לפני הכסף" + סכום ההשקעה.

לדוגמה, אם אתם מגייסים מליון דולר לפי שווי של 2 מליון דולר לפני הכסף, אחרי הגיוס החברה כבר שווה 3 מליון דולר. למשקיע שהשקיע מליון דולר יש 33% בחברה (1 מליון דולר השקעה חלקי 3 מליון דולר שווי חברה "אחרי הכסף").

גיוס מליון דולר לפי שווי חברה של 2 מליון דולר "לפני הכסף" = גיוס מליון דולר לפי שווי חברה של 3 מליון דולר "אחרי הכסף".

אם הייתם מגייסים מליון דולר לפי שווי חברה של שני מליון דולר "אחרי הכסף", המשקיע שהשקיע מליון דולר היה מחזיק 50% בחברה.

ברוב המקרים, וזו גם המלצתי, מדברים במונחים של שווי חברה "לפני הכסף".

הסכם עקרונות – Term Sheet: הסכם עקרונות מסדיר כבר עוד לפני ההשקעה את עקרונות הגיוס. לרוב תקבלו אותו מהמשקיע המוביל את סיבוב הגיוס, ושאר המשקיעים אם ישנם "יתיישרו" לפיו ולפי התנאים שבו (מבחינת שווי חברה, זכות סירוב ראשונה, זכות הצטרפות במקרה של מכירת מניות – tag along, מכירה כפוייה של מניות – bring along, איסור מכירת מניות, מבנה דירקטוריון, מניות רגילות/בכורה וכו). בינתיים, עד להכנה של מסמך השקעה סופי לרוב המשקיע הפוטנציאלי ממשיך לבדוק את החברה. לרוב אין זה מסמך משפטי מחייב, אולם בשלב הזה כבר תעבדו עם עורך דין והוא ינחה אתכם.

יש משקיעים שייתנו לכם את החופש לפעול כרצונכם. ישנם כאלה שיבקשו עדכונים תכופים. ישנם כאלה שירצו להיות מעורבים בכל החלטה. ישנם כאלה שגם ירצו לחתום בעצמם על כל צ'ק שהחברה מוציאה. ישנם גם משקיעים רבים שיציעו את עזרתם, את ניסיונם, את הקשרים שלהם, את המשרדים שלהם שתוכלו לערוך בהם פגישות.

אתם משתוקקים לגייס כסף ולשגר את עצמכם קדימה לתוך מיזם החלומות שלכם. אתם כבר מספיק זמן עובדים עליו, ועכשיו הגיע הזמן להוציא אותו לפועל. ממש כמו שהמשקיעים יבחנו אתכם בשבע עיניים, ויצטרכו להאמין בכם ולרצות לשתף פעולה איתכם – כך גם אתם כלפיהם, גם בהיבטים שמעבר לקבלת כסף כמו יכולת עזרה במשברים, הידע והקשרים וגמישות מחשבתית לאפשר לכם לשנות כיוון אם תהיו חייבים.

לא מספיק לקבל אור ירוק ממשקיע, גם בצד שלכם האור הירוק חייב לדלוק. אם האור הירוק בצד שלכם אינו דולק, תסתכלו טוב לצדדים.

אי שם באפלה נורית אזהרה אדומה מהבהבת.


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