Clouds, lightning and media thunder

June 12, 2009 at 4:11 pm | Posted in Sofware Startup | 2 Comments
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As reported by CNET News “Lightning took down Amazon Cloud” and confirmed by Amazon there was a small outage in the Amazon EC2 infrastructure.  The media decided that this is a great reason to run another hype story and provide you with a headline that is really misleading.  The Amazon Cloud (which is a rather large infrastructure) did not go down.  The truth of the matter is that a small number of servers in a single location were impacted due to a lighting strike that disabled a power distribution unit.

From this media thunder I now have the opportunity to evangelize cloud computing.  Let’s start with the premise that you have a web application running on an Amazon EC2 image and you use Amazon EBS to locate your database. Finally let us suppose that your image was on one of those ill fated servers. So how should this all play out, let’s take a look.

Since you have external monitoring of your application, you would have immediately been notified when the lightning strike took out your Amazon EC2 instance.  At that moment in time you would spring into action.  You first check the AWS health status to find out what is going on.  You see that there is a problem isolated to a single availability zone.   So now you know you need to bring up a server elsewhere.

So you issue the command to Amazon to give you an instance in another availability zone.  After a few minutes the server is available and you can install your pre-configured Amazon Machine Image.  This image is basically an exact copy of the server that went down.  Within five or so minutes the new server is alive and well fully configured and running your application.  You run a pre-configured script that makes a few configuration changes around security groups and data store connections.  You then re-configure your Amazon Elastic IP to point to the new server and voila, you are back in business.

Compare that to the same outage in a data center that isn’t using virtualization.  When a server goes down a major process ensues.  The data center team has to physically locate the server and perform diagnostics (hours?).  If they can’t fix the problem, then they either assign a new server (if one is available) or they install a new server (days?)  Once the server is installed, the software must be installed (hours?) and then finally a new IP address is assigned and DNS changes must be propagated to the world to make the server accessible (hours?).

Now each data center may have different procedures, but you get my point.  When you have a virtual infrastructure and you actually plan your architecture properly, hiccups are just part of every day business.  With the Amazon cloud, applications like mioworks.com can rely on the overall strength of the data center and compete on a level playing field – or maybe, they have an advantage because of the cloud’s flexibility.

Top 10 legal related mistakes startups make

February 11, 2009 at 7:23 am | Posted in Software as a Service, Sofware Startup | 4 Comments
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Today I ventured out to Beaverton to attend a lunch and learn sponsored by OTBC.  The topic of the discussion was “Top Ten Legal-Related Mistakes Startups Make”.  The talk was presented by attorney Jon Summers of the firm White & Lee.   Now before I summarize the talk for you please remember that this information is for your consideration.  I make no claim that I am an attorney, CPA or any authority what soever that you should follow direction from.   This is just my understanding of what was presented today.  For complete and accurate details and advice, please consult your own legal counsel and CPA.

OK, so now that I’ve made it clear that I’m just the messenger let’s talk about the lunch. This was my first OTBC lunch and learn and it was definitely worth my time.  The presenter was well organized and extremely knowledgeable about the subject.  He even took questions during the presentation and tried to answer each and every one of them.  Jon spent nearly an hour discussing the ins and outs of organizing tech startups to avoid legal pitfalls.  At the end of the presentation he wrapped it up with his David Letterman style top 10 list.  Since most is covered in the summary, let’s dive into Jon’s option on the top 10 mistakes that startups make.

10 – Missing the 83(b) election deadline

When it comes to stock and stock options, the IRS rules are long and confusing.  This is yet another one of those loop holes that if you miss you’ll pay dearly for.  This applies to the purchase of restricted stock or the early purchase of stock options by employees.  The net of the 83(b) is that when you make this election you are telling the IRS that you elect to take the income difference between the purchase price of  your shares and their fair market value.  Typically this is a net zero election that does not result in an income event.   But if you don’t take the election, you will be paying the IRS taxes on the difference between the strike price of the stock and fair market value of the stock EVERY time you vest.  OUCH.  The time frame is 30 days from the time you purchase your stock.  So….if you don’t get all of this stock mumbo jumbo…consult an accountant or an attorney to make sure you file your IRS 83(b) election in time.

9 – Selling stock to non-accredited investors

There are two types of investors in this world according to the SEC.  Accredited and non-accredited.   An accredited investor (person) is one that has over a million dollars in assets or earns over $200k a year individually or over $300k jointly with a spouse.  Everyone else is considered a non-accredited investor.  The rules for selling stock to the non-accredited investor is significantly more strenuous and can have negative ramifications when it comes to any potential liquidity event (ie sale of your company).  Jon’s advice…just don’t sell stock to non-accredited investors, period.

8 – Forming the business entity as an S Corp or LLC

Number 8 on his list brought up some discussion with the group and a little controversy.  Jon stuck to his guns and said that in most cases he recommends a C Corporation.  The basis for his recommendation is that fact that professional investors demand C Corporation status before they will invest.  He went on to say that the main reason is that with an LLC the profits of the company are passed back to the partners of the LLC and that has cash flow implications.  Another approach that was discussed was to start with an LLC and then prior to taking any type of capital investment, the company may switch to a C Corporation.

7 – Failing to register the stock option plan with the State of Oregon

The State of Oregon requires that stock option plans that meet certain criteria be registered.  Jon said that this was probably the single most common mistake found among the startups he works with.  So if you have a stock option plan, find out if you are subject to the registration requirements before you find yourself with a steep fine or worse yet a roadblock to a funding or liquidity event.

6 – Waiting too long to form the business entity

Jon made it clear to the audience that the first thing you should do is create your business entity.  His rule of thumb was that whenever a business had two or more people, is creating intellectual property or is transacting business with others – they should have a business entity established.  The main reason is for protection of the business.  Once an entity is formed then there is liability protection for the principals, there is a place to park the intellectual property, there is investor appeal, survivor-ship upon death and business can be transacted more easily including contracts and employees.

5 – Failing to vest founders stock

The vesting of founders stock was an interesting recommendation that I really never paid much mind too.  But after Jon explained a few scenarios where founders decided to leave the company after a short tenure, it sure made sense.  Imagine if you and your friend started a company and split the stock 50/50.  After a year your friend decided to go off an pursue a different idea.  If you granted the founder shares on day 1, half of your shares would be walking out the door no longer providing value to the company.  If you vest the founders shares say over 4 years, then the company would get at least four years of value from the founder or have the option to recover some of that stock if the founder decided to leave.

4 – Bringing in tainted people

Hiring was an interesting topic during the conversation.  The discussion revealed an important piece of advice for each of us running a company.  Jon’s advice was to make sure that we get a copy of every potential employees non-compete/non-disclosure agreement PRIOR to making them an offer.  He said that the burden is upon the hiring company to make sure that they aren’t hiring tainted employees (ones that may be subject to non-compete or non-disclosure agreements).  When the audience was surveyed no-one had either asked for or given a copy of prior agreements.  I guess this is something we all learned.

3 – Disclosing information without a sufficient Non Disclosure Agreement

Although the risk of someone running off with your business idea after a presentation is small, it is still there.  A simple NDA can ensure that this won’t happen.  Jon said that small companies are usually at the will of the bigger companies when it comes to the legal forms.  He did offer the advice that before we sign a “standard” agreement from another company we look out for what he called dangerous terms.  These include residual clauses, independent discovery clauses, non-solicitation or other restrictive provisions as well as short lived terms.  By watching out and preventing these elements from slipping into NDAs you’ll be better protected.

2 – Missing the non-compete window

In Oregon the window of opportunity to have an employee sign a non-compete agreement is very limited.  As a matter of fact there are only two times where an employer can get an employee to legally sign a non-compete agreement.  The first opportunity is prior to hiring of a new employee.  There is a two week waiting period from the time the new employee is alerted to the requirement of the non-compete to the time that they can sign it and join the company.  The second opportunity is when there is a significant promotion of an employee.  As the discussion continued and Jon explained how non-solicitation agreements really work, this is one of those areas you really need to pay attention to.  There are several restrictions of what makes a non-solicitation (non-compete) agreement enforceable.  And there may even be compensation required on the part of the company enforcing the Non Compete.  So when you are ready to head out to your next gig and your employer tries to force you to sign a non-compete on the way out the door, you can rest easy that it won’t be enforcable in Oregon.

1 – Waiting for funding to fix problems

As Jon wrapped up the talk he finished his top ten list with the most obvious mistake that startups make.  He said that too many times startups will allow problems to compound themselves with the hopes that it all will get figured out AFTER funding.  Well there is a fundamental problem with this line of thinking.  Unless there is a magic wand, companies who have not paid attention to legal issues up front will never be getting that funding they were hoping for.  The only course of action for a company is to correct all of the problems before they can finalize funding and this can mean months of delays, expensive penalties and missed opportunity to close the finance deal.

My thanks to Jon for providing us with the information at the lunch and learn and thanks to OTBC for organizing. Much of the content in the article above comes directly from Jon’s talk, so I attribute this article to him.  Finally a bit of promo since we were able to absorb some free advice…..If you are in the Portland area and need legal assistance with your startup entity formation, stock plans or IP protection, give Jon Summers a call at White and Lee.

TechStars make available their seed funding documents

February 10, 2009 at 6:39 am | Posted in Software as a Service, Sofware Startup | Leave a comment
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A bit of interesting news from startup land.  The tech incubator TechStars has released a set of documents to be used as a model for early stage startup companies.  These documents include articles of incorporation, bylaws, subscription agreement, election consent and even a sample term sheet.  

If all of these document titles are greek to you, then go visit the TechStars site where you can download them and get your legal groovy on.  I do recommend that those thinking about venture funding should download these documents and actually read them.  It will give you great insight into what will be required once you sign on the dotted line.   A big thanks to the team over at TechStars for making these documents available and helping to reduce the cloud of uncertainty around venture funding. 

As a side note, TechStars is taking applications for their Summer 2009 funding round.  The summary is that TechStars picks a small number of projects to help get off the ground.  They fund up to $6,000 per founder up to a maximum of 3 for a total seed round of $18,000.  Take a look at their application and read about how they help companies get off the ground.

Portland Web Innovators – Bootstrapping & Business Models

February 5, 2009 at 7:39 am | Posted in Software as a Service, Sofware Startup | 4 Comments
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Dateline: Wednesday, February 4, 2009 – conference tables at Cubespace in Portland, Oregon for the Portland Web Innovators Meeting

The early evening meeting of the Portland Web Innovators group was attended by about thirty people with a mix of developers, designers and business folks.  The conversation centered around money.  Having it, not having it, making it and spending it.   Carolynn Duncan (@hundreddollar) lead a talk that took the group through the paces on bootstrapping a company.  Here is my rendition of her talk slightly condensed and sprinkled with colorful commentary from yours truly.

Carolynn began the conversation with a slide that says “Bootstrapping is good. Having a revenue model is better.” This set the tone for ensuing discussion.  Carolynn’s opening volley was to set the stage for what bootstrapping really is.  For many of us that are familiar with the “golden days” where VCs just through out cash to any idea, we have a warped perception of bootstrap.   Back in the day we would outline all of our wishes and wants to make sure we could pay salaries, get comfy offices and attend trade shows.  We would then double that amount and go look for funds in the amount of millions of dollars.   Carolynn reeled us in and helped us to think in terms of reality and today’s economy.  She defined bootstrapping a business as determining the bare minimum amount of cash needed to get a solution to a point where the revenue model out paced the expenses.  What a novel concept.  Spend as little as possible and make as much as you can.  Although this is inherent to our every day lives, for some reason the tech start up world forgot about this basic business tenant and it’s about time the tech community was told straight up to change their ways.

As Carolynn continued she explained that the equation for bootstrapping your idea was rather simple.  You need to determine the core ingredients necessary to get from point a to point b in your project.  For every item on your list you should determine if you must pay cash for that item or if you can get creative to minimize your expenses.  She offered suggestions of using less than perfect hardware for certain tasks, bartering or trading for needed services or leveraging external services where you can create a win/win situation without the exchange of cash.  She warned the audience of a failure of many companies; not exchanging value for value received.  She explained how even the most ambitious company has a limit to what they can endure when it comes to helping out your business.  Be cautious of what you are asking of your network and your suppliers and make sure that you know where to draw the line and cough up some of your hard earned money to keep the circle of life spinning.

Carolynn then displayed a simple ratio graph where she explained that a half ass product would require less than prudent sales tactics that would then result in a negative income stream which would eventually result in poverty and unhappyness.  On the flip side, she said that with some planning and an idea of what you are selling and knowing why they want to buy it (remind you of any previous blog posts?) then you can flip around the equation.  She demonstrated that a strategic product offering based upon a customer need could result in the pursuit of a working revenue model & customer acquistion strategy.  The end result of this type of planning and smart approach to development could lead to a much improved income stream resulting in the minimization of poverty in your household.    Simple concepts, yet another data point behind my continual harping in my blog that you should know your customer and determine what problem you solve BEFORE you write any code.

As Carolynn began to wind down the talk she posed one rather forward question.  The question was “Why build something if you don’t know how you are going to make money from it?”  You could hear the slight groans from the audience as our Portland based freedom fighters wrestled with this concept.  Now to be fair, there are times when people build things without the intention to ever make any money from it.  They are building things for the greater good and to enable them to contribute to the world at large.  But today’s talk was about money and making money, so in context of the meeting – her question was tremendously relevant and to the point. Carolynn also offered some great lists of what not to do when determining your business model.  Again the simple was supreme.  Don’t creat a new model.  Don’t be free.  Don’t seek double revenue models.  Don’t have special rates for friends and family. She also went on to discuss what does work and offeres 23 ways to think about revenue models. In her presentation she then gives us her insight on what she has seen work with 43 ways to get customers.  To see all of Carolynn’s tips and tricks you can visit her blog at www.bigpaperblog.com or follow Carolyn on twitter @hundreddollar

Thanks Carolyn for sharing you knowledge with the Portland Web Innovators and I hope that your advice will be put to good use by the brilliant minds in the audience who are almost all working on side projects or startups.  I loved your goal of seeing 10 new MILLION dollar businesses in Portland within in the next year.  I know for one I’ll be following your advice to make sure that MioWorks.com makes it into that short list.

Telling your story – episode 1

February 4, 2009 at 10:59 pm | Posted in cloud computing, Software as a Service, Sofware Startup | 2 Comments
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Over the past few months I have been watching new technologies come to life  in the silicon forest of Portland.  Although I see some great new solutions that actually have a fighting chance, it has become clear to me that messaging is something that eludes even the smartest of the entrepreneurs.  It seems to me that there is almost a void when it comes to the concept of marketing with the small teams.  The focus remains on the technology for the duration of the project and only at the very end of the cycle the team spends a morning at a coffee shop trying to figure out how to market what they have built.   In a three part series of posts beginning with this one, I plan to  offer a bit of my assistance to help the young company come to grips with the fact that marketing must be part of the bigger process.  Marketing must be something you think of when you start your project, as your build your project and even past the day you launch the project.  Marketing isn’t just using twitter to tell your peeps about your cool application, it’s a process that takes some thought and process.

Now don’t get me wrong.  Marketing isn’t always about yelling “Sunday Sunday Sunday, big monster trucks in the mud.”  Marketing is as subtle as a simple story that explains what you are doing.  Unfortunately many think that marketing is rather simple and doesn’t really require much thought.  This would be yet another one of those mistakes that the entrepreneur can make.  Creating your story takes a little patience on your part and an understanding of what your target market wants to hear.  Creating the story is more than telling the world why you build something or what it actually does.  Telling the story is explaining why the software will help the user in terms that the USER understands.

Let me offer a scenario to make my point.  You are at a cocktail party and you are mingling around the group.  As you make your way across the room you are approached by the slick salesman wearing his pimped out suit and shiny shoes.  He introduces himself and starts to tell you all the great things about his condo project.  The earth quake proof building and how it took a design team 5 years to architect it.  He talks about the two story glass pool.  He talks about the great access to public transportation and the soundproof walls and the high speed elevators.  He goes on and on about the condo project.  You sip your drink and smile politely waiting for the opportunity to escape.  After he divulges all these great amenities he asks you if you would like to stop by to see the project.  You politely decline, telling him you like your home and aren’t in the market for a new one.    Finally you walk away and think to yourself, wow that’s 5 minutes of my life I’ll never get back.

Let’s make the correlation to what I see with software companies.  Many of the companies are just like this sales guy.  They start to spew out feature after feature hoping that something in there will gain interest by someone (I think we call this throwing s*&t against the wall to see what sticks).  They think to themselves “If I show all the features or how many whiz bang buttons I have, the audience will see for themselves that our solution is vastly superior and they will use it instead of the competitor.”   DING DING DING….wake up! This won’t happen.  Success isn’t a magical event.  It’s a planned strategy that takes time, hard work and great timing.

To create your story, the first step is to define your audience.   I won’t harp too much on target market, but if you have read my previous posts you are starting to see a pattern.  Once you know who you are speaking to, you will have the insight to speak to them in the terms that they will understand.  Your story should use words that make sense to the audience. If you are speaking to small business owners, drop the techno-jargon.  If you are speaking to doctors, talk about patients, medical records and insurance forms.    Do a little research about your target markets and find out how they refer to the issues or challenges that you solve.  Create a list of these keywords to use later in the process just like you would create simple functions to use later in your code.

As an example, if your application manages documents then get more specific based upon your audience.  In the case of MioWorks.com, we help to manage documents between companies and their customers across six verticals. But instead of just saying documents we look deeper at our target markets and find out the types of documents they use on a day to day basis.  This allows us to talk to our customers in terms that they will associate with and easily draw conclusions between our software and their business.

Now that you know how to “talk the talk” it’s time to take a walk through your own solution.  Put on your customer hat and view your application as if you were a customer.  Think about a day in the life of that person.  Think about how they would actually use your software.  One ritual I always perform with my applications is to physically set up an instance as each customer type.  I then try to mimic their use of the solution.  I also try to find a few people I know to help me simulate the role of the customer.   Afterward we have a chat about what we thought were the most compelling reasons for using the software.  At the end of this session you should have the foundation to your messaging and this is what we need to move onto the next step of creating your story.

Stay tuned for episode 2.

Put your money where your mouth is…

December 31, 2008 at 2:43 am | Posted in Sofware Startup | Leave a comment
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I have been involved with Startup companies most of my adult career.  My role started out as a sales engineer where I performed demonstrations and answered questions for Wall Street companies.  I then moved into Product Management and brought to life several products for Axent Technologies including Enterprise Access Control for Windows 95 as well as for Windows NT.  My trek around the county then landed me as a technical marketing evangelist for Pandesic eBusiness and then onto my first role as a Product Marketing Manager with Vignette Corporation where I focused on portals.  A brief stint at a few more companies and then I found myself gracing the halls of Symantec getting my lessons from the big boys.  After nearly four years of abuse in the corporate arena I returned to start up land and took the helm of a VC funded start up called Morph Labs.   After an exciting year and a strange turn of events in the economy we launched our products, established our marketing presence, made a lot of noise against Google and then I quietly slipped away as I transitioned the company back to the founding VC.

So now it is my time.  My time to put my money where my mouth is when it comes to building a startup.  To this end I have now embarked upon a journey to create a company.  Funded on a shoestring and progressing only through the appetite of my friends for success.   I am now in my second month of this venture.  At this stage we are pushing for an introduction release in about a month.  Yes that’s right.  We plan to bring to market a web based application by February that is focused on changing the way that small business connects to their customers and leverages the internet to get things done.   Follow along as I write about our successes and our roadblocks.  I’ll try to detail what it takes to build your own startup not only from a skills perspective but also from a passion and committment standpoint.  I know that this will be an interesting ride and I would like to welcome you aboard!

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