Results deck shared with the campaign team behind the Founder Friendly Standard Q32019 Campaign, "Reality Check: How founder-friendly are your VCs?" The campaign was an analysis of the top 6 startup funding agreements (Y Combinator Safe, 500 Startups KISS, NVCA Model Legal Docs, Gust Series Seed, Sam Altman Term Sheet, and Y Combinator Series A). These legal templates were compared to the Founder Friendly Standard by six attorneys. Campaign results as of October 12, 2019: * Generated 5.192 million impressions across Quora and Twitter * 704 upvotes and shares on Quora * 1,025 likes, comments, and retweets on Twitter * 85 unique users on our hashtag during Tech Crunch Disrupt

1. Thought Leadership
Campaign Results
“Reality Check: How founder-friendly are
your VCs?”
Eisaiah Engel @eisaiah_e
Oct. 12, 2019
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2. Campaign Team
EISAIAH ENGEL, Co-Author, Founder Friendly Standard (Dallas)
DAN FLANEGAN, Co-Author, Founder Friendly Standard (San Diego)
K. ADAM BLOOM, Co-Author, Founder Friendly Standard, Startup and Entertainment Attorney
(Los Angeles)
JENNIFER ROHLEDER, Principal, J. Rohleder Law (Washington, DC)
ZEV SAFRAN, CFA and Attorney, Safran Law PLLC (New York)
RYAN JULIANO, Vice President, Head of Platform, and Attorney at Howell Legal Inc (Providence)
KEITH STRAHAN, Managing Partner at Fulton Strahan Law Group PLLC (Houston)
JOSH MATHEWS, Attorney at Fulton Strahan Law Group, PLLC (Houston)
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3. Thought Leadership Goals
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ReputationRelationships Revenue
Thought leadership campaigns are for enhancing Relationships, Reputation, and
Revenue according to Longitude Research Ltd (source)

4. Campaign Overview
ADS IN MARKET July 1, 2019 through November 21, 2019
GOALS Enhance relationships, reputation, and revenue
AUDIENCE Startup founders (1) in the US, and (2) around the world
HERO CONTENT Interactive infographic, Podcast pre-production sheet and audio
REPURPOSED CONTENT 6 Quora answers, 5 Twitter threads, 41-piece social media influencer
kit
THEME Attorney analysis of the top 6 funding docs (110K+ words analyzed)
KEY FINDING Top docs are slightly over one-third compatible with Founder Friendly
Standard
MESSAGES Founders, bootstrap until you can raise capital on YOUR terms
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5. Relationships
GOAL Placement on 5 podcasts, test the waters with influencers and media
GOAL TYPE Influencer
PODCAST HITS 72 opened email pitches, 1 hit on Startup Camp to release around Dec
2019
INFLUENCERS 29 entrepreneurs in bootstrapping thread
UNIQUE TWEETERS 85 people using #FounderFriendlyStandard hashtag
* Source: Google Analytics, Avg session time on eisaiah.blog, 5 Oct 2019.
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6. Reputation
GOAL Generate awareness and consideration for Founder Friendly Standard
GOAL TYPE Branding
IMPRESSIONS 5.192 million total with 59% earned
ENGAGEMENTS 1,729 upvotes, likes, retweets, and shares across Quora and Twitter
AVG TIME ON PAGE Directory +34% to benchmark, Infographic +61% to benchmark
AIDED AWARENESS Increased 5% per this Twitter poll (N=743)
AIDED CONSIDERATION Increased 3% per this Twitter poll (N=743)
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7. Revenue
GOAL 2,500 directory page views, 25 hot leads and 5 sales for attorneys
($500 each)
GOAL TYPE Demand Generation
VIEW ATTAINMENT Directory 35% * +Infographic visits 65% * +Quora paid clicks 25,625% **
LEAD ATTAINMENT Hot Leads 4% attainment for attorneys (direct to client)
SALES ATTAINMENT Sales 0% attainment for attorneys (direct to client)
BIZ DEV LEADS Eisaiah setup 2 video conference calls with companies who might
incorporate Founder Friendly Standard into their products
* Source: Google Analytics, Avg session time on eisaiah.blog, 5 Oct 2019.
* * Source: Quora Advertising Portal, Clicks to content, 5 Oct 2019.
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8. Creative Highlights
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9. #FounderFriendlyStandard received 1.82 million estimated impressions
and 821 engagements during TC Disrupt (week of Sep. 30) from 85
tweets
Source: Keyhole, Week of Sep. 30
Twitter – Campaign Team
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10. 10
Twitter – Influencers

11. 11
Twitter – Influencers

12. Twitter – Influencers
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11 video tweets tying our
research into
– releasing through Nov. 21,
Tweets are promoted,
influencers.

13. Quora
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Quora answers received 3.357 million
impressions from Jul. 1 to Oct. 12, 2019
Source:Quora, Oct. 12, 2019

14. Infographic
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Interactive infographic received 715
pageviews from Aug. 19 – Oct. 12
with a 5:05 average time on page
(61% higher than benchmark)
Source: Google Analytics, Oct. 12, 2019

15. Directory
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Directory received 935 pageviews
from Jul. 1 – Oct. 11 with a 4:13
average time on page (34% higher
than benchmark)
Source: Google Analytics, Oct. 12, 2019

16. Podcasts
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72 email pitches opened by
podcasters containing 14 page pre-
production sheet with 18:36 of
interviews
Source: Sendgrid, Oct. 12, 2019

17. Questions/Comments
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Eisaiah Engel
Co-Author, Founder Friendly Standard
de@engeljournal.com
Twitter: @eisaiah_e
https://eisaiah.blog/
For questions/comments related to this campaign,
please reach out to: