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INTRODUCTION
Arthur Paysant -- Tholi
Freelance Community Manager
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Let's demystify the
ecosystem of startups
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4
Christian MUGISHA
Senior Key Account Manager
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Agenda
5
1. Definition of a startup
2. Business models
3. Stakeholders of an ecosystem
4. Biggest unicorns in the world
5. Valuation and fundraising 101
6. Bonus
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1. Definition
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One definition among many
➢ 8 times startup co-founder
➢ Co-founder of the Lean Startup Methodology
➢ Professor of Entrepreneurship @ Stanford and @ UC Berkley
➢ Senior fellow for Entrepreneuship @ Columbia University
➢ "One of 12 Masters of Innovation“, Harvard Business Review
7
Steve Blank
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One definition among many
A startup is a temporary organization designed to search for a scalable business model
8
1 2
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Startups don’t last
9
Sale
s
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Traditional business model
10
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Startup - Scalability is tech related
11
Cost
Quantity (users)
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Example of tech scalability (2019)
12
Facebook JP Morgan
Valuation (USD) 512 billions 368 billions
Employees 45 000 241 000
Revenues (USD) 70 billions 110 billions
https://www.statista.com
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Revenue per employee (2019)
https://www.statista.com13
Facebook JP Morgan
Valuation (USD) 512 billions 368 billions
Employees 45 000 241 000
Revenues (USD) 70 billions 110 billions
3,4x more profitable
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2. Business models
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SaaS Marketplace Consumer app
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1) SaaS model
❑ Definition: Software as a Service, is a delivery model in which a centrally
cloud hosted software is licensed to customers via a subscription plan. 1
161 - https://www.profitwell.com/blog/saas-business-model
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1) SaaS model
❑ Definition: Software as a Service, is a delivery model in which a centrally
cloud hosted software is licensed to customers via a subscription plan. 1
❑ Key features
➢ Key metrics: ARR & MRR
➢ Faster implementation for clients (web based)
➢ Reduced hosting costs (AWS)
➢ Ability to offer free trials
➢ Product updates in real time
171 - https://www.profitwell.com/blog/saas-business-model
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1) SaaS model
❑ Definition: Software as a Service, is a delivery model in which a centrally
cloud hosted software is licensed to customers via a subscription plan. 1
❑ Key features
➢ Key metrics: ARR & MRR
➢ Faster implementation for clients (web based)
➢ Reduced hosting costs (AWS)
➢ Ability to offer free trials
➢ Product updates in real time
181 - https://www.profitwell.com/blog/saas-business-model
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2) Marketplace model
❑ Definition: a website which enables interactions between sellers and
buyers to optimise business transactions. 1
191 - https://www.prestashop.com/en/blog/what-are-marketplaces
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2) Marketplace model
❑ Definition: a website which enables interactions between sellers and
buyers to optimise business transactions. 1
❑ Key features
➢ Key metric: GMV (Gross Merchandise Volume)
➢ Commission based model
➢ Easy product/service comparison
➢ Secure (sellers, payments and deliveries)
➢ Easy to become a seller of good/service
201 - https://www.prestashop.com/en/blog/what-are-marketplaces
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2) Marketplace model
❑ Definition: a website which enables interactions between sellers and
buyers to optimise business transactions. 1
❑ Key features
➢ Key metric: GMV (Gross Merchandise Volume)
➢ Commission based model
➢ Easy product/service comparison
➢ Secure (sellers, payments and deliveries)
➢ Easy to become a seller of good/service
211 - https://www.prestashop.com/en/blog/what-are-marketplaces
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3) Consumer-centric apps
❑ Definition: mobile apps made to improve people’s individual lives in
different aspects and that can be downloaded in different online app
stores like the App Store or Google Play.1
221 - https://pegus.digital/enterprise-apps-vs-consumer-apps/
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3) Consumer-centric apps
❑ Definition: mobile apps made to improve people’s individual lives in
different aspects and that can be downloaded in different online app
stores like the App Store or Google Play.1
❑ Key features
➢ Key metric: DAU (Daily Active Users)
➢ In-app purchase or ad-based model
➢ Mobile first
➢ Push notifications (retention)
➢ Virality of adoption (network effect)
231 - https://pegus.digital/enterprise-apps-vs-consumer-apps/
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3) Consumer-centric apps
❑ Definition: mobile apps made to improve people’s individual lives in
different aspects and that can be downloaded in different online app
stores like the App Store or Google Play.
❑ Key features
➢ Key metric: DAU (Daily Active Users)
➢ In-app purchase or ad-based model
➢ Mobile first
➢ Push notifications (retention)
➢ Virality of adoption (network effect)
241 - https://pegus.digital/enterprise-apps-vs-consumer-apps/
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3. Stakeholders of an ecosystem
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Incubators
Startup studios
Accelerators
Financial partners
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INCUBATOR ACCELERATOR
Pre-requisites Business idea/plan MVP
Application Not that complicated Competitive
Timeline Up to 2 years, flexible 3 to 6 months, rigorous
Purpose To build the right foundations To accelerate the growth
SupportOffice space, admin, legal, business
planning, prototyping,…
Industry expertises (marketing, product, sales, design, tech, data,
etc), funding, mentoring,…
Business model Monthly rent Take equity in the startup
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28
INCUBATOR ACCELERATOR
Pre-requisites Business idea/plan MVP
Application Not that complicated Competitive
Timeline Up to 2 years, flexible 3 to 6 months, rigorous
Purpose To build the right foundations To accelerate the growth
SupportOffice space, admin, legal, business
planning, prototyping,…
Industry expertises (marketing, product, sales, design, tech, data,
etc), funding, mentoring,…
Business model Monthly rent Take equity in the startup
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29
INCUBATOR ACCELERATOR
Pre-requisites Business idea/plan MVP
Application Not that complicated Competitive
Timeline Up to 2 years, flexible 3 to 6 months, rigorous
Purpose To build the right foundations To accelerate the growth
SupportOffice space, admin, legal, business
planning, prototyping,…
Industry expertises (marketing, product, sales, design, tech, data,
etc), funding, mentoring,…
Business model Monthly rent Take equity in the startup
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Portfolio of YC
30
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Startup studios
❑ Definition: also known as a startup factory, or a startup foundry, or
a venture studio, is a studio-like company that aims at building several
startups in succession.1
❑ Business model: equity
❑ Famous studios:
311 - https://en.wikipedia.org/wiki/Startup_studio
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eFounders – Futur of Work
32
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Funding rounds are linked to maturity growth
Financial partners
33
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Funding rounds are linked to maturity growth
Financial partners
34
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Funding rounds are linked to maturity growth
Financial partners
35http://www.evus.com/blog/startup-funding-stages/
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4. Biggest unicorns in the world
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What is a unicorn ?
“ A privately held company
with a current valuation of
USD 1 billion or more.”
38https://en.wikipedia.org/wiki/List_of_unicorn_startup_companies
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(valuation in billions USD)
Top 10 worldwide
39https://www.statista.com/chart/19317/highest-valued-startups-in-the-world/, January 2020
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Some European unicorns
40https://sifted.eu/european-startups-top-rankings/
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4. Fundraising 101
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But first…
42
❑ How does an early-stage investor value a startup ?
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But first…
43
❑ How does an early-stage investor value a startup ?➔ The biggest determinant of your startup’s value are
the market forces of the industry & sector in which it plays, which include the balance (or imbalance)
between demand and supply of money, the recency and size of recent exits, the willingness for an investor
to pay a premium to get into a deal, and the level of desperation of the entrepreneur looking for money.1
1 - https://seedcamp.com/resources/how-does-an-early-stage-investor-value-a-startup/2- https://www.uschamber.com/co/start/startup/guide-to-due-diligence
3 - https://en.wikipedia.org/wiki/Term_sheet4 - https://www.investopedia.com/terms/c/capitalization-table.asp
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But first…
44
❑ How does an early-stage investor value a startup ?➔ The biggest determinant of your startup’s value are
the market forces of the industry & sector in which it plays, which include the balance (or imbalance)
between demand and supply of money, the recency and size of recent exits, the willingness for an investor
to pay a premium to get into a deal, and the level of desperation of the entrepreneur looking for money.1
❑ Due diligence: formal legal investigation which helps confirm that a business investment or acquisition will
be beneficial to the investor or buyer.2
1 - https://seedcamp.com/resources/how-does-an-early-stage-investor-value-a-startup/2- https://www.uschamber.com/co/start/startup/guide-to-due-diligence
3 - https://en.wikipedia.org/wiki/Term_sheet4 - https://www.investopedia.com/terms/c/capitalization-table.asp
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But first…
45
❑ How does an early-stage investor value a startup ?➔ The biggest determinant of your startup’s value are
the market forces of the industry & sector in which it plays, which include the balance (or imbalance)
between demand and supply of money, the recency and size of recent exits, the willingness for an investor
to pay a premium to get into a deal, and the level of desperation of the entrepreneur looking for money.1
❑ Due diligence: formal legal investigation which helps confirm that a business investment or acquisition will
be beneficial to the investor or buyer.2
❑ Term sheet: formal document that implies the conditions of a business transaction, as proposed by a party. It
may be either binding or non-binding.3
1 - https://seedcamp.com/resources/how-does-an-early-stage-investor-value-a-startup/2- https://www.uschamber.com/co/start/startup/guide-to-due-diligence
3 - https://en.wikipedia.org/wiki/Term_sheet4 - https://www.investopedia.com/terms/c/capitalization-table.asp
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But first…
46
❑ How does an early-stage investor value a startup ?➔ The biggest determinant of your startup’s value are
the market forces of the industry & sector in which it plays, which include the balance (or imbalance)
between demand and supply of money, the recency and size of recent exits, the willingness for an investor
to pay a premium to get into a deal, and the level of desperation of the entrepreneur looking for money.1
❑ Due diligence: formal legal investigation which helps confirm that a business investment or acquisition will
be beneficial to the investor or buyer.2
❑ Term sheet: formal document that implies the conditions of a business transaction, as proposed by a party. It
may be either binding or non-binding.3
❑ Cap table: spreadsheet or table that shows the equity capitalization for a company.4
1 - https://seedcamp.com/resources/how-does-an-early-stage-investor-value-a-startup/2- https://www.uschamber.com/co/start/startup/guide-to-due-diligence
3 - https://en.wikipedia.org/wiki/Term_sheet4 - https://www.investopedia.com/terms/c/capitalization-table.asp
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Example - Mixello Inc.
47
Number of Shares Percentage
Founder A 500 000 50%
Founder B 500 000 50%
Investor 0 0
TOTAL 1 million 100%
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Mixello valued at 1 million USD (pre-money)
48
Number of Shares Percentage
Founder A 500 000 50%
Founder B 500 000 50%
Investor 0 0
TOTAL 1 million 100%
➔ Share price = ?
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Mixello valued at 1 million USD (pre-money)
49
Number of Shares Percentage
Founder A 500 000 50%
Founder B 500 000 50%
Investor 0 0
TOTAL 1 million 100%
➔ Share price = 1 USD
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Mixello valued at 1 million USD (pre-money)
50
• Old share price = 1 USD
How many shares will the investor get ?
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Mixello valued at 1 million USD (pre-money)
51
• Old share price = 1 USD
• New investment = 250 000 USD
• New valuation = 1,25 million USD
How many shares will the investor get ?
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Mixello valued at 1 million USD (pre-money)
52
• Old share price = 1 USD
• New investment = 250 000 USD
• New valuation = 1,25 million USD
• New share price = 1,25 USD
How many shares will the investor get ?
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Mixello valued at 1 million USD (pre-money)
53
• Old share price = 1 USD
• New investment = 250 000 USD
• New valuation = 1,25 million USD
• New share price = 1,25 USD
• Number of new shares = 200 000 shares
How many shares will the investor get ?
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Mixello valued at 1 million USD (pre-money)
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Number of Shares
USD Percentage
Founder A 400 000 500 000 41,7%
Founder B 400 000 500 000 41,7%
Investor 200 000 250 000 16,6%
TOTAL 1 million 1,25 million 100%
• Old share price = 1 USD
• New investment = 250 000 USD
• New valuation = 1,25 million USD
• New share price = 1,25 USD
• Shares for the investor = 200 000 shares
How many shares will the investor get ?
Dilution
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?QUESTIONS
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Bonus – The Paypal MafiaPollination of capital and knowledge
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Moral of the story➔We need more unicorns to scale
our startup ecosystem
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THANK YOU !