Slides from workshop by Herman Kienhuis (SanomaVentures) on start-up funding at the Maastricht Entrepreneurship Week on May 15, 2013.

1. Finding Funding
Maastricht, May 15, 2013

2. introduction
funding options
investors’ criteria
approaching investors
Q&A

3. introduction

4. chemical engineering /
mckinsey / mba / sanoma
!nance & strategy / product
development / recruiting
family-man / music-maker /
vintage-lover / internet-geek

5. Sanoma Corporation: European media & learning
group, based in Helsinki; presence in NL:
• Sanoma Media: #1 magazine publisher (a.o.
Libelle, Donald Duck, VTWonen, Autoweek), #1
online publisher (a.o. NU.nl, Kieskeurig.nl,
Startpagina.nl, Viva.nl)
• SBS: #2 commercial broadcaster (SBS6, Net5,
Veronica TV), #1 TV-guide publisher (Veronica
Magazine)
• Malmberg: #1 educational publisher

6. SanomaVentures
•Venturing arm of Sanoma Corporation, started
in 2012
•Strategic investor in early-stage internet start-
ups
•O"ering: capital, media, network, expertise and
mentoring
•Focus: online consumer media, marketing
services, video, mobile, e-commerce, e-learning

7. Nominated
best web app
Finalist and
winner of EUR 100,000

9. Nominated
best mobile app
Selected as ‘best
discount app’ by
iPhoneclub

11. 18

14. poll

15. funding options

17. (source: fundersandfounders.com)

18. capitalneed(EURx1000)
>20.000
20.000
10.000
5.000
2.500
1.000
500
250
100
50
25
preparation start-up inital growth fast growth consolidation maturity
high risk low risk
informal investors
supplier credit
bank loans
crowdfunding
stock exchange
private equity
start
development phase
friends & family
strategic (corporate) investors
venture capital
(source:ABNAMRO)

19. • family & friends: quickstart, trust
• crowdfunding: creative projects, pre-sales, creating
ambassadors
• supplier credit: quickwin, co-creation with partner
• informal investors: cash, network, involvement
• strategic investor: cash, customers, expertise, network
(and potential exit)
• venture capital: cash, industry network
• bank loan: cash (at lower cost), government guarantees

20. investors’ criteria

21. people

22. ambition
dedication
execution mentality
complementarity / diversity
track-record

23. product

24. uniqueness
solving a real problem
business model
scalability/virality
!t with sanoma

25. plan

26. international market
customer acquisition
technical roadmap
resource planning
cash management

27. investment

28. cultural match & personal trust
(staged) funding matching cash#ow
fair share based on realistic valuation
value-add investor
shareholder terms

29. approaching investors

30. connect: introduction, linkedin, twitter
mail: teaser, demo-invite
call: propose 30 min. skype
meet: at lunch, at event, appointment
pitch: investor deck, product demo

31. the hook - grab attention
why? - state your mission
highlights of the concept
what makes you di!erent?
back-up with data points
keep it short & practice
elevator pitch

32. mission: primary goal of the company
proposition: target audience, problem solved & usp’s
current results: kpi data & customer feedback
business model: core activities & revenue model
organization: team & partners
growth plan: market opportunity & marketing
"nancials: cash #ow projection & funding need
pitchdeck

33. graphic designs
explanimation video
live demo
premium invite/voucher
product demo

35. Q&A

36. more info:
www.sanomaventures.com
@sanomaventures | @kienhuis