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 You have to burn money

to earn money (or not?)

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Dr. Florian Resatsch

FI Mentor, 2011

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What I am NOT

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going to do today...

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...replacing yourbusiness

administration

studies!

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instead?

What I do

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a few questionsAnswering

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1. Build a foundation

2. Making money

3. Spending money4. Summary

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make money?todo you plan

How

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well you dont need to if you scale fast enough in a B2C business ;)

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815.05.2011 friendticker  

You HAVE to make money

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915.05.2011 friendticker  15.05.2011 friendticker 

you have a lot of options:� sell (products, saas, deals, etc.)

� advertise (on/offline, mobile)� build (tools, software)

� matchmake (bidding, auctions)

� combinations

(freemium, etc.)

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1.

Build afoundation

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Answer a few questions:1. What market you are in? (B2B, B2C, Sales-cycles)

2. Do you actually sell stuff?

3. What is your products price point?4. What are your customer acquisition cost?

5. What are the values and assets you create for

investors?

6. Gather key metrics/numbers for your product,

market, etc.

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2.

Makingmoney

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Build YOUR financial model:1. Build a REAL model

2. Build an INVESTMENT model

3. When do you expect first revenues?4. How much money you need upfront?

5. Dont underestimate your cost basis

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Investors

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Angel Investors

� Show market size

� Proof of concept (you HAVE clients)

Potential

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Investors

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Venture Capital

� Number-driven

� Milestones

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http://www.flickr.com/photos/_timl/1074294231/in/photostream/

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Investors

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 Hockey Stick

The German Stick

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http://www.flickr.com/photos/_timl/1074294231/in/photostream/

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Investors

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 Hockey Stick

The American Stick

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What are you scaling first?

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Users(Reach)

Clients(Money)

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1915.05.2011 friendticker  

What are you scaling first?

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Users(Reach)

Clients(Money)

ActiveUsers/Clients

(Retention)

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Your key metrics

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� Every company has their ³own´ set of key metrics aside of 

� revenue

� user growth� # of clients

� etc.

You find your key metrics if 

� you think about what drives the company� and what you CAN influence

� (If you don¶t user your metric to make decisions it is worthless)

Then determine the best milestones.

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A very good presentation

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http://www.slidesh

are.net/dmc500hat

s/numbers-not-

napkins-simple-

startup-metrics-

presentation

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Important facts you need to know

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� Cost per Acquisition

� Average Revenue per User 

� Churn Rate� Customer Lifetime Value

« it might take time as a startup to determine these numbers

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3.

Spendingmoney

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Costs

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Rules

� Dont underestimate

� Be realistic

� Always check the cash flow

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2615.05.2011 friendticker  

Costs

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� Communication costs

� Rent

� Office products

� Events

� Salaries (+30%)

� Management Team

� IT

� Product Manager� Marketing

� Sourcing

� Operations

� Support

� Legal costs

� Travel expenses

� Utilities

� Insurances

� Bookkeeping

� Licenses (Software)

� Marketing

� Affiliate� SEO/SEM

� News/PR

� Offline Advertising

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4.

Summary

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2815.05.2011 friendticker  

Summary

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� Test Test Test

� Try your business model and fail early

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Kontakt

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