Thursday, 18 December 2008

Start up companies

With encouragement from Emma Drew I am pushing ahead with writing a set of handbooks for start up entrepreneurs. This would consist of four or five small handbooks which could later be bundled together into one compendium volume.

The expected titles will be along the following lines:

Seeds of an idea

A seed contains the full definition of a plant even though the environment determines exactly how it grows. A company without a similar depth of vision will wither and die.

Growing pains

Companies grow away from the values that made them successful in the first place. Why does this happen and how can you stop it? There are issues around size, culture and communications. Each level of delegation has its own effects. If you understand potential problems you are better placed to avoid them.

Getting funding

You need to decide whether you really need money and if so what is the best way to get it. For example if a VC gives you funding they will want a third of your company, but they will never admit that is the way it works. If you are going for VC money you need to know how to maximise the money in and minimise the equity out. I will talk about how to decide if you need money and what options are available.

Cutting loose

The difference between a lifestyle company and a scalable business is whether it can think for itself. If you want business success you need to learn to make yourself redundant.

Marketing Measurement

The CMO is said to have the shortest life expectancy on the board. This is because they generally do not have the figures to back up their decisions. There are a variety of hidden problems when measuring marketing. Generally a scientific approach is not taken and huge amounts of money are spent without full justification. If you want to market efficiently then measurement is key.

Currently I have only written around 15,000 words but I will try to have a crack at spending at least some time on this over the holiday.


Rufus Evison