[Review] Startup From The Ground Up
Investors know and accept that investing in a start-up is a very high-risk proposition. If investors wanted a moderate return, they’d invest in publicly traded bellwether companies like IBM and Coca-Cola. What entrepreneurs don’t get is that, to an investor, the company itself is THEIR product. Entrepreneurs need to understand the investor’s perspective. Entrepreneurs engage in the deliberate creation of their end-user product, but what they also need to do is engage in the deliberate creation of the company. Investors buy into companies, not end-user products. For an investor, the best case scenario is a tested, proven business with a market that is poised to expand and grow rapidly.