{"id":1345,"date":"2015-07-27T00:00:00","date_gmt":"2015-07-27T00:00:00","guid":{"rendered":"http:\/\/www-staging.carta.com\/sg\/blog\/carta-series-a\/"},"modified":"2021-03-05T06:59:10","modified_gmt":"2021-03-05T06:59:10","slug":"carta-series-a","status":"publish","type":"post","link":"https:\/\/www-staging.carta.com\/sg\/blog\/carta-series-a\/","title":{"rendered":"How we raised our Series A"},"content":{"rendered":"\r\n

I\u2019m sorry this blog is 6 months late. But I will share it anyway in the hopes it will help founders currently raising a Series A.<\/p>\r\n\r\n\r\n\r\n

Last November Carta<\/a> (formerly eShares) closed a $7M Series A. Below is the pitch deck we used to do so and a few lessons we’ve learned along the way.<\/a><\/p>\r\n\r\n\r\n\r\n

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\"\"<\/figure>\r\n

Download our Series A deck<\/h3>\r\n

[marketo-form form_id=”5359″]<\/p>\r\n



And below are five lessons learned (especially for fintech startups).<\/p>\r\n\r\n\r\n\r\n

TL;DR<\/h2>\r\n\r\n\r\n\r\n
    \r\n
  1. \r\n

    Fundraising is a filtering exercise, not a popularity contest.<\/p>\r\n<\/li>\r\n

  2. \r\n

    If you are a fintech startup, go East!<\/p>\r\n<\/li>\r\n

  3. \r\n

    Ask for feedback other than \u201cthe market size isn\u2019t big enough.\u201d<\/p>\r\n<\/li>\r\n

  4. \r\n

    Avoid VCs who ask for unit economics.<\/p>\r\n<\/li>\r\n

  5. \r\n

    Success is harder than failure.<\/p>\r\n<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    1. Fundraising is a filtering exercise, not a popularity contest.<\/h2>\r\n\r\n\r\n\r\n

    I could tell within 5 minutes of meeting an investor whether they would invest. Investors who invested were excited about Carta<\/a> before we met. They either saw the vision and liked it. Or they didn\u2019t.<\/p>\r\n\r\n\r\n\r\n

    Most didn\u2019t but met me anyway. They spent the entire meeting hoping I would convince them Carta was a good idea. I never did.<\/p>\r\n\r\n\r\n\r\n

    Excited investors (and the ones who invested) were different. They didn\u2019t let me pitch. Instead, they asked questions to assess risk. They tried to find reasons not to invest. That is the pitch-paradox. The investors who won\u2019t invest will ask you why they should. The investors who will invest ask you why they shouldn\u2019t. Your job is to make sure you don\u2019t have reasons they shouldn\u2019t.<\/p>\r\n\r\n\r\n\r\n

    Fundraising is simple: find investors that get excited about your company. It is a filtering exercise. Too many founders believe they have the wrong pitch instead of realizing they have the wrong audience. On that note\u2026<\/p>\r\n\r\n\r\n\r\n

    2. Fintech companies\u200a\u2014\u200ago East!<\/h2>\r\n\r\n\r\n\r\n

    We were 0 for 21 with Silicon Valley VCs. I never got close. Most of the big firms wouldn\u2019t even meet. A few had an associate do a Skype call even though we were 20 minutes away.<\/p>\r\n\r\n\r\n\r\n

    After 21 meetings in SV, I took a Hail Mary trip to the east coast and met with 3 funds. All 3 invested.<\/p>\r\n\r\n\r\n\r\n

    By Silicon Valley standards, we\u2019re a weird company. We build network monopolies in small markets as basecamps into other markets (the Peter Thiel<\/a> approach\u200a\u2014\u200athe opposite of most VC\u2019s strategies). Some call it \u201cland and expand\u201d and we plan to do it over and over.<\/p>\r\n\r\n\r\n\r\n

    One investor told me, \u201cI don\u2019t like companies that have stages.\u201d Another said, \u201cWe like ideas (e.g. databases) that give us line of sight to $1B in revenue.\u201d<\/p>\r\n\r\n\r\n\r\n

    Our company culture proved a mismatch too. In our pitch, we were very open about our strategy:<\/p>\r\n\r\n\r\n\r\n

    \u201cWe will never \u2018bet the company.\u2019 Carta has too much responsibility to our customers. We can never disappear. We will always prioritize protecting the downside over maximizing the upside.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n

    That doesn\u2019t fit most VC strategies of \u201cswinging for the fences\u201d.<\/p>\r\n\r\n\r\n\r\n

    Everything changed on the East Coast. No one asked about market size (the common objection in Silicon Valley), pricing (VCs wanted SaaS pricing rather than transactional pricing), or vision. Instead of pointing out holes, investors would say things like, \u201cAnd then you could do X!\u201d and, \u201cThat would solve an enormous problem!\u201d<\/p>\r\n\r\n\r\n\r\n

    I delivered the same pitch on both coasts. The difference was the audience. East Coast investors seem more comfortable with fintech.<\/p>\r\n\r\n\r\n\r\n

    As I said, fundraising is matchmaking. You have to find the right audience. And if you\u2019re in fintech, go east. (Unless you\u2019re in payments. PayPal has already paved the way for you.)<\/p>\r\n\r\n\r\n\r\n

    3. Ask for feedback other than \u201cmarket isn\u2019t big enough\u201d<\/h2>\r\n\r\n\r\n\r\n

    Many VCs will pass with \u201cThe market isn\u2019t big enough.\u201d It is an easy explanation because it (1) isn\u2019t insulting to the founder or business, (2) is abstract enough to be inarguable, and (3) portrays the investor as someone who only does \u201creally big\u201d things.<\/p>\r\n\r\n\r\n\r\n

    It\u2019s totally unhelpful. Market size lies completely outside the founder\u2019s control. It has no impact on the challenges early stage companies face. And investors are usually wrong about market size. The best companies create new markets that, by definition, seem small (or non-existent) at first.<\/p>\r\n\r\n\r\n\r\n

    Before you end a meeting, try to get at least one useful piece of feedback. In our seed round, an angel investor passed explaining, \u201cI don\u2019t think you can convince law firms to accept Carta.\u201d At the time, we were selling to law firms and nobody was buying. His feedback pushed us to change our sales strategy and sell directly to companies. This led to law firms accepting Carta because their clients pushed them too. That one critique transformed our business. While he never invested in Carta, we owe him a debt of gratitude.<\/p>\r\n\r\n\r\n\r\n

    If you get a \u201cmarket size\u201d explanation, ask the investor for more useful feedback.<\/p>\r\n\r\n\r\n\r\n

    4. Beware investors who ask for unit economics<\/h2>\r\n\r\n\r\n\r\n

    While fundraising, I met many growth stage investors disguised as early stage investors. You will know because they ask you for \u201cunit economics\u201d or a financial model.<\/p>\r\n\r\n\r\n\r\n

    I used to try explaining that $20 stock certificates were an entry point into something bigger. It never worked. In hindsight I should have just said, \u201cWe\u2019re really too early to think about those things yet and we are probably too early for you. But I\u2019d be happy to talk again when we\u2019re further along.\u201d<\/p>\r\n\r\n\r\n\r\n

    Unless you have business that fits in a spreadsheet, avoid investors who think you should.<\/p>\r\n\r\n\r\n\r\n

    5. Succeeding is harder than failing<\/h2>\r\n\r\n\r\n\r\n

    Josh Merrill, two-time founder and product lead at Carta, often says, \u201cSucceeding is harder than failing.\u201d He\u2019s right. Failing at fundraising sucks. But after depression and self-reflection, you pick up the pieces and go on to your next thing. My last company failed. It led me to meeting Manu Kumar and founding Carta. In hindsight, failing is never as bad as it seems.<\/p>\r\n\r\n\r\n\r\n

    However, success does not bring relief. Quite the opposite. The problems get harder and the stakes get higher. At Carta, we didn\u2019t celebrate our Series A<\/a>. Instead, we talked about the responsibility of returning it 10x. And then we got back to work.<\/p>\r\n\r\n\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"

    Fundraising is a hard, exhausting and necessary process for any startup. We have some tips for FinTech companies.<\/p>\n","protected":false},"author":11,"featured_media":2957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[11,17,7],"acf":[],"_links":{"self":[{"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/posts\/1345"}],"collection":[{"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/comments?post=1345"}],"version-history":[{"count":0,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/posts\/1345\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/media\/2957"}],"wp:attachment":[{"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/media?parent=1345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/categories?post=1345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www-staging.carta.com\/sg\/wp-json\/wp\/v2\/tags?post=1345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}