« THE KEY STARTUP METRICS FROM IDEATION TO

ACQUISITION »

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STELLA GARBERVP OF MARKETING AT TRELLO

@STARTUPSTELLA

« THE KEY STARTUP METRICS FROM IDEATION TO ACQUISITION »

From Ideation To Acquisition

The Family: October 30th

Stella GarberVP of Marketing

Who Am I?• VP, Marketing @

• Co-Founder/CEO, (acquired 2015)

• Founding Team, TechStars ’10, (acquired 2012)

• Brief stint in VC at OCA Ventures and Foundation Capital

• MBA, University of Chicago Booth School of Business, BA, Northwestern University

Goals For Today

• Cover basic life cycle of a startup

• Share my personal experiences as an entrepreneur

• Plenty of time for questions and discussion

Questions to Start?

Ideation• Make a framework. Use it religiously.

• Mine:

• Am I going to be passionate about solving this problem in 5 years?

• Do I have the right set of skills and experiences to solve this problem?

• Will this be the type of business I want to run?

• Will I have access to the right resources?

Product Development

• Scale down your idea of an MVP

• Launch something that has metrics you can track

• Always be selling

• Constantly iterate

• Beware seeking validation for your ideas

Building a Team

• How to find the right cofounder

• Analyze in terms of long term and short term

• Consider: risk tolerance, working style, future goals

• Align compensation with incentives

• Should you consider a technical cofounder?

Questions Founders Ask

• When should I raise money?

• Should I raise money?

• Should I do an accelerator?

• How do I know when there is product/market fit?

• When will I know I’ve built something of value?

Funding The Business

• Seed Funding - money from angel investors, friends and family, etc to build something

• Series A - you’ve built something, now scale it and get traction

• Series B - you’ve found the formula, now add fuel to the fire

Angels vs VCs• Angels

• Informal

• Passionate

• Live vicariously

• Don’t do follow on

• VCs

• Sophisticated

• Value add driven

• See a ton of deal flow

• Understand the market

How To Find Investors• Almost all completely organic and network driven

• No secret formula

• Try to develop a robust network well before you seek to fundraise

• “Lines not dots” find graphic for this.

• If they say no, find out why. Be relentless.

Getting Traction

• Initial questions to answer:

• What are my unit economics?

• How can I iterate and move quickly?

• What is my business model?

Unit Economics

• Customer Acquisition Cost (CAC)

• Customer Lifetime Value (CLTV or just LTV)

• LTV>CAC

Acquisition

• Can come along when you don’t expect it

• Like most things, will come from networking

• Lean on investors

• Lean on entrepreneurship community

• Understand acquirer’s perspective

Questions?

• Contact me:

• @startupstella on Twitter

• **Also- Trello is great. You should use it.**

SEE YOU SOON!

LOVE.

THEFAMILY.CO___

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