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When the Bank Says No
Posted 11 October 2012 by Jeff Wright  Add comment

The Homework Behind Product Pricing
Posted 05 October 2012 by Joe Romeo  Add comment

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Common Complaints from Entrepreneurs – and How to Resolve Them

What do entrepreneurs and The Galapagos Islands have in common? Hint: the answer is not “sticking their necks out”

Turtle Successful entrepreneurs will be those who adapt best. Entrepreneurs are “doers.” They live to get things done, accomplish something, and have a healthy disdain for those who spend more time talking about doing something than actually doing it.

Entrepreneurs are an impatient bunch. They don’t like to stand in lines and they want it now. Entrepreneurs are innovative, creative, outside-the-box/outside-the-lines types, and are more inclined to risk it all on their dream ideas than take the routine, safe route-du-jour.

Now that we know a bit about the beast we are dealing with, let’s see how they think.

Often entrepreneurs think governmental, municipal, administrative, and academia types are too slow, too bureaucratic, and too enamored with minutia to work with. At times they lump valuable resources like the SBA, MI-SBTDC, SCORE, and business incubators/accelerators into one category, thinking they take too long and they require too much paperwork. They don’t understand and they can’t really help.

This couldn’t be farther from the truth, but the impatient doer perceives it otherwise.

Many entrepreneurs downplay the importance of key items, key steps, and key disciplines, often leading to future disappointments. Examples include “we don’t need insurance” or “we don’t need a formal contract or PO” or “we don’t need to get legal involved.”

We all know business owners who have suffered the consequences of this short-sighted thinking. The most common complaints I hear are:

• Banks (including institutional lenders and investment partners) that say they are lending/investing. I have to admit there is some truth to this complaint, but it requires deeper exploration. Banks, lenders, and investors are lending / investing today, but the majority of early, growth-stage and second-stage businesses won’t meet all of the requirements needed to secure funding, so I will deem this complaint legitimate.
>Loosening the lending and investing guidelines would resolve this complaint.

• It takes too long and too much red tape. I’ll lump these together because they can be resolved by exercising a bit of patience and setting more realistic expectations. Entrepreneurs need to realize the resources they need have their own business models and objectives. They have their own disciplined process and timelines established that may not match the entrepreneur’s, but are equally important.

• Not enough money. I need more.

• Not enough funding sources are available.
>More money and sources would help, along with loosening the credit.

• The money is too expensive, too costly. Investors and lenders want too much.
Entrepreneurs, as well as the rest of the business world, tend to think of interest rates in terms of “prime plus”, but in reality this only applies to higher- grade credits. Entrepreneurial businesses are rarely in this class and, as such, must recognize the risks and the rates will be higher. The same goes for investors looking for a return and a piece of the pie. The popular television show Shark Tank is exaggerated a bit for entertainment purposes but the risk/reward valuation is real.
>Expectations need to be set accordingly.

I see and hear these complaints way too often to ignore the reality that there is some truth to each of them. Many have to do with unrealistic expectations. Entrepreneurs think the rest of the world should have the same sense of urgency they do and govern their actions to synchronize with their needs. Shallow thinking I am afraid.

The Midwest Dilemma
We here in the Midwest could learn a thing or two from our counterparts in Silicon Valley. My venture capital, angel investor, and private equity colleagues who have experience in both regions maintain the mentality is different.

Entrepreneurs (and related players) here in the Midwest operate with a succeed/fail or win/ lose mentality that is not well suited for entrepreneurial success. They tell me entrepreneurs and investors in Silicon Valley are not afraid to fail. They embrace failure differently than we do and think of it as more of a learning opportunity to pivot their business model. They employ a fail fast mentality, looking to get through the learning curve as fast as possible to get to their final version.

This difference in mentality, as tech entrepreneur W. David Tarver describes, should not focus on winning or losing, increasing sales, profitability, or on the potential personal riches. It needs to be more long-term and non-transactional in nature. It is about learning from our experiences. Tarver maintains we need 100,000 experiments to learn from. The easiest thing to do is to “not to take that first step.” Entrepreneurs in Detroit need to reject passivity in favor of relentless experimentation.

David was founder and CEO of Telecom Analysis Systems, Inc., a New Jersey company started in his basement with two colleagues that sold for $30 million. His book, “Proving Ground,” is scheduled for release this year. As I interpret David’s story, he kept adapting his product/business as he wove through his experiments until the final version came to be. This reminded me of a distinction Darwin made in The Origin of Species in 1859.

―“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin

 

When the Bank Says No

I have heard so many stories from people looking for money to grow their business who are being told they do not qualify for traditional bank financing.

They have shopped a number of banks and are turned down for a number of reasons. Start-up companies may not have the operating history banks want to see. Even if they are profitable, companies are being rejected solely if the principal owner has a poor personal credit score or if they are in a turnaround situation and have operating losses or a weak balance sheet with high leverage.

Banks want to see at least one year of profitability and positive cash flow before they will consider a loan. You may be in an industry the bank considers weak or you have a high concentration with one debtor. Banks are making loans, but their underwriting standards make it tough to get approved. It can be frustrating when you believe you are on the right track to profitability and do not have the support of your own bank. The reasons may not make sense to you, and it does not solve your need for working capital financing. If you have exhausted your own money and that of your family and friends, where do you turn?

Third party investors can be a source of financing. Angel and venture capital groups invest in companies with a unique product or service that show potential for significant growth and returns. Their due diligence period can be up to six months before they commit to any financing. With these groups, you will likely have to give up some ownership interest and control of your business.

If you have purchase orders but cannot finance the purchase of the inventory or pay the overhead to get the product or service completed, a P.O. lender can be a source. Their rates, however, may exceed 20 percent because of the perceived performance risk in funding the P.O. through completion.

Other options to finance your working capital needs are with an asset-based lender, which can leverage your business assets to provide immediate availability to money. Asset-based lenders focus primarily on the quality of the collateral and character of the management team, rather than how long a company has been in business or the strength of the balance sheet and can be the bridge to more traditional bank financing.

Many relationships with asset-based lenders last from six months to two years. After that time, a company may transition to a traditional bank. It allows you the opportunity to fund your immediate cash needs or take on new jobs that you would otherwise have turned down. You could risk losing an existing customer to your competitor or missing out on developing a new business relationship if financing is not available. The incremental sales will more than cover the additional cost of funds. Also, with an asset-based lender, you are not giving up any ownership interest or control of your business.

When the bank says no, consider the alternatives. Identify the cost and benefits of each. In the short term, an asset-based lender can finance your immediate needs in a timely manner while you focus on growing your business.

 

The Homework Behind Product Pricing

It seems pretty basic, but business incubators and other entities designed to help new businesses find that a high percentage of business owners do not spend enough time thinking about commercializing their products or services to ensure their business model is viable.

Oftentimes, owners focus so much on the product/service itself that they do not consider if or how they may be able to make a profit selling it.

Doing market research, checking comparable products/services, knowing the customer, identifying expectations, and being aware of competitor’s strengths and weaknesses are all important steps in the product pricing process.

Other important factors to be considered are the customer’s expectations. Talk with your intended customer base. Seek their input. Ask them what they want. And just as important, ask for their advice. Oftentimes entrepreneurs shy away from or ignore this valuable step in the process completely.

Know your competitive advantage well. If your product/service is far superior to any competing product/service, you may be able to ask a premium price. Take care when considering this though. It can be misleading if the customer’s perception of your product/service is different than yours.

Product Pricing Models
Of the product pricing models, the most common is the cost-up method. This involves establishing the total cost of goods sold and then adding your profit margin to determine your sale price.

For example, if your cost of goods sold is $147 and you’d like a 30 percent target profit margin ($44), your product would be priced at $191 (your market research and work on competing products should support this price).

An important side note to this step – do you know if your cost of goods sold is as low as it can be without compromising quality? There are experts in the field who know the real answer. Check out intellicosting.com to see if you are producing your product most economically and expensereduction.com can help to determine if your other costs are in line to produce your product at the optimum cost.

While this method is necessary, it’s not enough. Every entrepreneur should also use the value-down method of product pricing. This method identifies the value of the product/service to the customer and works down to determine the product’s price ceiling.

Let’s use an analogy we can all easily relate to. Let’s say that you discovered a way to produce gasoline for $1 per gallon. Using the cost-up model, you’d sell your gas at $1.30 per gallon to make a 30 percent profit margin. But using the value-down model, you will find that customers value gas at $3.75 per gallon. If you offered them a 10 percent discount and sold your gas at $3.37 per gallon, they’d be lined up at your pumps.

Although you could achieve your target profit margin at $1.30 per gallon, your product is worth (value) much more to the customer.

Somewhere between these two prices is the right price for your product/service. Prudent business owners will use both models when determining pricing.

With technology today, customers and competitors have easy access to information about your product/service and they can read both good and bad reviews. They can also quickly find many of your competitors and will be well armed with competing product prices.

You better do your homework!