Slides from workshop by Herman Kienhuis (SanomaVentures) on start-up funding at the Marie Claire Starters Award Masterclass on June 24, 2013.

1. Finding Funding
herman kienhuis (sanomaventures)
MarieClaire Starters Award
MasterClass, June 24, 2013

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

3. introduction

4. chemical engineering /
mckinsey / mba / sanoma
!nance & strategy / recruiting /
digital product development
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. •Venturing arm of Sanoma Corporation, started in
2012
•Strategic investor in early-stage internet start-ups
•Focus: online consumer media, marketing
services, video, mobile, e-commerce, e-learning
•O"ering: capital, media, network, expertise and
mentoring
•O#ces in Amsterdam and Helsinki
get started

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

9. Nominated
‘Best mobile app’
‘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. product

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

23. plan

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

25. people

26. curiosity & open mind
drive & ambition
dedication & focus
execution mentality & track-record
complementarity & diversity

27. personal branding

28. get connected
be remembered
be credible
be trusted
create personal match

29. start-ups = people

30. build on the personal brands
of founders & employees

31. be your start-up’s brand

33. approaching investors

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

35. 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

36. 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

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

38. “I call my invention ‘The Wheel’, but so far I’ve
been unable to attract any venture capital”

39. Q&A

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

41. get started