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Understanding the Types of Family Offices: A Guide for Family Businesses

Understanding the Types of Family Offices: A Guide for Family Businesses

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    How to Get the Most from Your Board Meetings

    3 min read How to Get the Most from Your Board Meetings Board meetings are essential Board meetings are essential for gaining input and advice on how to run the business. To get the most out of your board meeting, start with an objective for the meeting, a set agenda, and prepared documents such as company financials. It’s helpful to get feedback from the participants before the meeting to adjust the agenda if necessary. This type of prep also ensures everyone comes prepared to tackle the objective. Recruit a board member to help you keep things on track by watching the clock and reminding the group when the time limit is up on a topic. Maintain the time allowed for each topic and create an offline conference call/meeting to handle topics that go over. Board meetings can be an invaluable resource to the CEO, but only if you manage it well. Preparing for A Board Meeting It’s essential to prepare appropriately for board meetings. You should set the meeting schedule well in advance, as much as a calendar year out. In addition to planned meetings, you may need to call additional board meetings in crises, such as when the company runs out of cash unexpectedly or gets hit with a lawsuit. Prepare documents far enough in advance, so the members have time to read the materials and prepare for the meeting. Use the board package to give the status updates and focus on the critical decisions to take. Use a standard format for the board package so the members can find things more easily. Set up the meeting agenda to cover the most important topics first. You may want to include a slide deck covering your planned talking points. These should consist of the company financials, including cash position. What to Expect Most of the work tasks performed in a formal board meeting are perfunctory duties such as approving minutes and reviewing financials and metrics. The board also weighs in on critical decisions around fundraising, strategy, and other topics. Board members will discuss whatever you put on the agenda. Ensure the agenda items are of strategic importance and prioritized, as the top items get the most attention while the lower items often get rushed. The more preparation you do before the meeting, the better outcome you’ll have. It takes time for board members to come up to speed on issues, so it’s best to send out background information before the meeting, so they have an opportunity to prepare. Read more from TEN Capital: http://staging.startupfundingespresso.com/education/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    Who Should You Put on Your Board of Directors?

    5 min read  Who Should You Put on Your Board of Directors? The board of directors is a vital part of what makes a startup successful. If you are in the early stage, using funding from family and friends can create an informal advisory board. Try to meet with them monthly, and keep the group limited to a maximum of three members. After you launch your product and start raising funding from outside family and friends, create a formal board with three members- two members from the team and one investor. As you grow into a Series A raise in which you seek institutional capital, you can consider increasing the board to five members- two from the team, two from the investors, and one from the independent industry. The board will expand to include domain knowledge experts and investors who can help with growth issues. As you start to scale and raise Series B funding, you can expand to seven members- two from the team, three from the investors, and two from the industry. Later-stage investors gain a more significant portion of the board as they invest sizable sums of capital in the company and demand a board seat in exchange for their investment. The Ideal Board Member Board members are a crucial part of a growing startup. Building out the board is an essential step in setting up the company for success. Here are some characteristics of an ideal board member: Coming prepared to the meetings. They have read the material and done their research. Having an open dialog with the CEO and other board members outside of board meetings. Understanding the CEO and adjust their approach accordingly. Making efficient use of time with short and to-the-point questions and discussions. Prioritizing and focus on essential things. Encouraging others to participate and speak. Following up after the board meeting to make things happen. Having experience and steadiness in times of crisis. Board Member Types There are several types of board members, each contributing to the dynamics of your board. Here are some of the types you may see in your board room: The Cheerleader- Always optimistic and sees the upside to every proposal or situation. The Pessimist- Always pessimistic and sees the backside of every proposal and situation. The Analyst- Always analyzing the situation and commenting on the implications. The Skeptic- Always questioning the data and the implications of proposed solutions. A healthy mix of all the above is desired. For example, a board that is all cheerleaders leads to little scrutiny given to plans, whereas a board of pessimists will lead to no solution ever being good enough. The Independent Board Member You may want to consider adding independent members to your board of directors. The independent board member may add value to your company by bringing domain knowledge and operating expertise. Look for someone who has run a company of similar size and industry in the not-too-distant past. The independent often brings a new perspective to the company that can be helpful. Investors often look at independents as a sign of transparency, and in times of conflict, the independent can bring neutrality to the discussion to help resolve disputes. However, you should double-check that they have adequate time to commit to the board work. It helps to choose someone who is close to the startup or where the meetings will be held. The Board Observer? In general, the board observer is just that- an observer. This is a member who listens to the discussion but doesn’t actively participate unless called on to join in. The board observer attends your board meetings but does not have voting rights. They gain access to the board documents but don’t have a legal say in any decisions. They may even be asked to leave during discussions of a sensitive nature. Some investors negotiate a board observer position as part of their investment to monitor the company’s progress. Angel investors, corporate VCs, and others will use this as a means of staying connected. Read more from TEN Capital: http://staging.startupfundingespresso.com/education/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    The Future of Digital Communities

    3 min read The Future of Digital Communities. COVID-19 imported the future that we were planning on for around 2030- a future where everybody is going to be able to see and create a digital community. This digital community is unlike that of present-day social media. These communities will function more like how gamers’ communities do. Gamers are great at having a digital community today. Yet for some reason, the world is taking note. Everyone, individuals and companies alike, is still trying to do live online with the audience they get from Facebook groups and pages. Profitable Digital Community Stuart Kime is the Co-Founder and Chief Future Officer of hOp, a company that builds trust within the community while selling micro-social networks to multifamily apartments and churches. Their venture started by selling private social networks to apartment complexes, giving the residents a quick and easy way to communicate as a whole. The company assumed that the platform would be used for the residents to rent and sell to each other. But what the residents created with this micro-network took them by surprise. People were giving and sharing. They were seeing things pop up on the network such as: “I’m at Chick-fil-A, does anybody want anything?” “I’m making brownies, does anyone have vegetable oil? I’ll give you a beer.” A unique marketplace was unfolding, but hOp was never going to get paid on it. They realized they had created a great feature but had the wrong customer. They switched their sites to property managers and owners- people who would have an interest in sponsoring this community. This essentially turned the micro-social network into a subscription-based SaaS application. They then extended to other potential users in subsects that can benefit from this ease of communication but don’t have the modern tech in place to do it such as churches, schools, and HOAs. The Shift to Micro-Social Networks Giant social networks like Facebook are trying to make everything happen on their platform. Facebook tried to clone Snapchat, eBay, and Letgo but inside of Facebook. Now they’re even doing their Nextdoor clone. They are dealing with these large algorithms that are going to lead to challenges in functionality. They end up taking control away from the end-user and dealing with outrage, an outrage you hardly see on smaller social networks such as LinkedIn for example. With smaller social networks comes smaller audiences, meaning less competition, increased control over information, and more direct reach. These micro-social networks also come with the advantage of increased privacy. Look at the difference between Facebook advertising (a mass social network) versus DuckDuckGo (a smaller enterprise). DuckDuckGo works sort of like a Google, but instead of needing to read your Gmail and Google Docs to know more about you to put the right ads in front of you DuckDuckGo simply uses your search term. Facebook is trying to know about you- to really know about you. Facebook is one of the largest buyers of ovulation data from Maya, which is the largest cycle tracker for women. They are collecting ovulation information to know which ad to put in front of you at which time. It’s a bit ridiculous. Creating privacy-friendly alternatives to these free tools that all of us are using on the internet is going to be probably one of the largest growth sectors in the next five to 10 years, and micro-social networks are prime applications to provide this. Investor Advice It seems like it’s going from Facebook to micro-social networks in the generation because people want more control. How should an investor update their investment thesis to participate in this? The key is to look for those who actually own their audience- not those who are running it through Facebook. Investments should be made in companies that have direct control or connection over their social network. Strong companies moving forward are going to be those that create their own world, so to speak. Another interesting way of positioning is going to be going after the sectors that have already mastered this new kind of digital community. For example, gaming communities are really strong. Companies like Discord are going to be moving us into the future with their digital community applications. In short, it is about looking at deals that deal a lot with owning audiences instead of running audiences. Read more in the TEN Capital eGuide: http://staging.startupfundingespresso.com/ten-capital-eguide-the-future-of-investing-in-saas-2/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    How COVID-19 Is Driving the Need for Digital Security

    2 min read How COVID-19 Is Driving the Need for Digital Security COVID-19 is driving rapid adopting of SaaS technology in sectors ranging from telehealth, remote management, virtual conferences, and more. As the world and with it the workplace moves online, we are seeing great leaps in efficiency. However, we are also seeing weaknesses emerge. One of these weaknesses, the reason the virtual work realm hasn’t emerged sooner, is trust in the security of the system. Privacy and security of data, both personal and business, are becoming imperative needs. And when there is a need, there is an innovative company that will emerge to fill it. Why Is Digital Security Suddenly Such A Concern? Covid has driven the vast majority of companies to transition to an online workspace. This means every employee is working from their homes, using their own computer and their own WiFi network. When people work from home in this way, there are more endpoints. Essentially, every employee becomes a potential access point of possibly confidential information. Because of this, companies are suddenly more vulnerable to hacks and intrusions. The increased scalability of cloud infrastructure and the widely distributed workforce add to this susceptibility, making impactful solutions to the issue of data security now even more impactful and valuable. We also are seeing critical societal services being forced for the first time into the virtual workspace that require high-level security. Accountants and lawyers who typically pass paper hand to hand are now working remotely and needing to find ways to manage the security of document transfers and sensitive client information. This shift is leading to innovation and the adoption of new tools in the digital security sector. Investing in the Digital Security Sector Again, when there is a demand or a need, there is always a company that will step up and fill that space. These are the companies you should be looking for as an investor. For example, companies like Zoom had a large increase in their user base and had to build out new security features on their platforms. In the beginning, there were mishaps like the one dubbed the Zoom bomb. People were randomly popping into meetings and sharing things they shouldn’t be sharing within the webinar or group meeting taking place. In response to this, Zoom added new security features to enable waiting rooms. They also required a supervisor to approve everyone that came into the virtual meeting. There is a shift towards companies filling new needs in the marketplace. This includes everything from e-commerce to tools for increased efficiency in the manufacturing and supply chains of businesses during mass crises. And of course, this includes companies offering innovative and effective means of ensuring digital security. So What’s the Takeaway? The adoption of this technology, while rapid, is still in an early phase. A lot of data will be gathered from this time and applied to the next iteration of applied software or service applications. As an investor, you want to look for a company in this sector that can gather the incoming data, process it, and ultimately make it actionable. Read more in the TEN Capital eGuide:  The Future of Investing in SaaS Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    The Due Diligence Box

    2 min read The Due Diligence Box: What Is It and How to Prepare One. After an investor expresses interest in funding your deal, the first question to ask is: “What is your diligence process?” Having a due diligence box with the standard documents helps a great deal. It shows you are prepared and typically only requires minor additions for each investor. The Due Diligence Process While most diligence processes follow the same format of document review and analysis with a round of follow-up questions, each investor has their own start time, timeframe of work, and specific documents they look for. It’s best to ask for their process, and then follow along with it. If the investor does not have a specific process, then presenting the due diligence box should be enough. For new investors who are not sure what to do, you can offer to walk them through the diligence document by showing them all the relevant information. It can be helpful to contact the associate or analyst who will be doing the detailed work and open a direct line of communication with them. By building a rapport you may gain the option of contacting them directly for progress status and updates. You can also position your calls as opportunities to answer questions and to help the associate find specific pieces of information. Investors are busy and can get drawn away by other deals, so it’s important to be timely with your follow-up. Having a due diligence box with the standard documents helps a great deal with this. It shows you are prepared, and typically only requires minor additions for each investor. The Due Diligence Box In preparing a due diligence box, also called a data room, there are basic documents to include. These documents consist of: Income Statement and Balance Sheet 3-5-year Financial Forecast Cap Table- including shares outstanding Entity Filings including Articles of Incorporation Intellectual Property Filings- including patents, trademarks, etc. C-level Team Resumes There may be other documents you may need to add based on your situation. Reps and Warranties Contract One document that is helpful but not required to include in the due diligence box is a reps and warranties contract. Information taken in by investors about a startup’s product, team, financials, revenue and more can change rapidly during the startup phase of the business. One method of assuring the investor the information provided is true and accurate is for the startup to sign a Reps and Warranties contract. This is often tied to the diligence provided. This contract states that everything provided in the diligence is true and accurate and that no material has been omitted. If it later turns out that there’s a material difference between the business and the diligence, then the Reps and Warranties contract provides legal recourse to the investor for recovering any damages. For example, if the financial statements indicate there’s no debt in the business, then the investor assumes the business is debt-free. If the startup does in fact have debt, then the investor can take legal action against them. Some investors demand such a contract to be signed to ensure they have the full picture of the business. Signing a Reps and Warranties Contract can strengthen a startup’s case on the diligence provided. Read more in the TEN Capital eGuide: http://staging.startupfundingespresso.com/due-diligence-and-leading-the-deal/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    Healthcare Trends in a Post COVID-19 World

    2 min read Covid is going to be a long story, but the silver lining is the positive changes we will see in the healthcare sector. These changes point to lofty opportunities for investment. Let’s look at the foreseeable healthcare trends post-COVID. What do current experts in the field see coming up, what sectors have COVID-19 accelerated, and what future trends and changes in the healthcare industry should the investor look for? Bottom-Up Budgeting In pharma and the medical device space, we see that companies cannot spend as much money as they have been able to in the past. They cannot get into hospitals and operating rooms or conduct clinical trials as they were able to before COVID because of the amount of space and resources required to manage the disease. These restrictions also cause the spending lifecycle of a medical company to change. Typically, the most considerable output of resources happens in the middle of their life when they reach clinical trials. However, companies now cannot use the planned funds in this way, which means that they need to rethink and strategize their budget. By doing this, they can cut between 20 and 30% of the G&A budget, which allows them to at least a few more months, which hopefully can get them out of COVID and raise money easier again. As an investor, this means that you should be looking at a medical company’s bottom line. The new environment being created in the healthcare sector calls for bottom-up budgeting. Companies need to understand the cost, their time to market, and what they need to succeed. Re-evaluation of Orphan Drugs A hugely positive trend we see resulting from COVID is the re-evaluation of orphan drugs. Orphan drugs are government-funded pharmaceutical agents used to treat rare diseases. They are typically easier to get through the FDA, and pharma companies can sell them at high prices. But due to changes in the U.S. government, the cost of orphan drugs is going to be re-evaluated. This is a significant shift, which we have already begun to see and will continue to become even more substantial. This shift means two things. One is that orphan drugs won’t be as valuable to invest in. The other would be a redirection of funds to other circuits such as cancer drugs. Increased Government Investing in Medical Infrastructure The world is seeing that the medical infrastructure is globally underfinanced. We are experiencing the missing number of beds, doctors, nurses, and more. Over the next decade or two, the government will be investing more capital in infrastructure in medical systems- good news for the big med-tech companies, and this increased funding will put pressure on hospitals to turn out much better results. We’ll likely see hospitals shift towards using home treatment digital health monitoring at designated clinics to shorten the required length of stay a patient has to go to the hospital for care. These things can only be done with technology. Read more in the TEN Capital eGuide: TEN Capital eGuide: Investor Perspectives on Chronic Pain Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    The Effects of COVID-19 on the Healthcare and Chronic Pain Markets

    4 min read What will be the COVID impact on Healthcare and Chronic Pain Markets? Effects on The Healthcare Sector The current focus on COVID-19 and things around it will eventually run its course. But the post COVID impact on healthcare-investment opportunities is going to be tremendous. Changes and advancements in healthcare technology are predicted to skyrocket, from non-touch transactions and telehealth advancements to AI-enabled procedures. Hopefully, there will be fair outcomes for the patients, providers, the healthcare system, insurers, and investors because when everything works in balance, it’s a win for everyone. In the beginning, there was also a lot of uncertainty related to investments in companies in therapeutics or MedTech because no one knew how COVID-19 would affect their clinical trials. Overall, however, the pandemic has had a positive impact on investment in the healthcare sector. For example, diagnostics is a field that does not get reimbursed very well and is therefore presents a risk for investors. Since diagnostics plays such an essential role in COVID-19 procedures, there have been a lot of financing of new diagnostic tools and an increase in reimbursement, especially in infectious diseases. The other sector that is seeing an increase in funding is digital health. Not all sectors have been so lucky, however. Their highest margin of loss is on optional procedures and non-critical procedures. Many of the hospitals’ cash flow has been severely hurt by COVID, causing them to rethink, and a lot of them are cutting back on things like adding new facilities. Bringing healthcare to the top of the mind on all fronts has highlighted and made transparent some of the inequities in the developing markets and the developed healthcare markets. This has worked to charge subsectors of the industry such as telemedicine, remote-patient monitoring, and point-of-care diagnostic. One of the most significant changes COVID has had on the industry is the way we view healthcare. A good analogy is the way our views on phones have adapted to the technology. In the past, when you would think of a phone, you would think of a physical location. When you had someone’s phone number, you were calling a place. Through cellular phones, they’ve changed the way we view this process. Your phone number is you now, no matter where you are. And that’s what we’re seeing happen in healthcare. One area that is changing in this way is triage. Triage is how you determine who should be seen and when. We can now add to that equation how. Positive things are happening in the healthcare industry. We’re getting better utilization of our resources and hopefully will provide the best healthcare solutions for people at a more reasonable price point. Changes in Business Operations Everyone is aware of how the all-hands-on-deck routine went when COVID first broke out. Many current business activities were shut down, and in turn, many new activities such as massive refocusing on vaccines and personal protective equipment. There was enormous redirection involved, moving assets and money from one effort to another, which always creates a disruption. The shutdown has disrupted our country’s economic health as well, meaning companies even unrelated to COVID-19 have been massively affected along with venture investment, venture capital, and investors. Stressors across all industries are leading to change, especially in the healthcare sector. The changing of regulations that have been overdue for revisiting, such as those restricting the Medicare programs from reimbursing anything related to telehealth, are being accelerated. Even the FDA has been pressured to accelerate the deployment of reviewing technology, policies, processes, and procedures. Hopefully, these items that the FDA was forced to expedite will stick after the pandemic is over. Some of the most prevalent changes we see as a result of COVID is companies going remote and digitizing their processes. The ability to change in these ways is an excellent indicator of how flexible and agile some of the larger companies in an industry are or are not. Any startup has to be nimble on its feet and ready for a surprise at any time. They rarely, if ever, have funding to throw money at problems. They need to be creative and reactive in their response to opportunities as well as negative surprises. COVID has made this all the more relevant. Companies need to be able to adapt quickly to customer changes, even if it’s a matter of them being able to access them differently and with separation. The reality of the situation is that some business practices are not available to us now, and companies have to be agile and react to them to survive. Changes in Production COVID had the impact of accelerating some parts of an industry and de-accelerating other parts. In the healthcare space, vaccine development, manufacturing, and clinical trials were vastly scaled-up along with an unusual amount of business opportunities for otherwise commodity products. There is significant opportunity in hand sanitizer, face masks, gloves, office cleaning, and sanitizing services. It’s remarkable how many commodity products and services that have not been historically tremendous growth opportunities are now a lucrative direction for some businesses. We see some companies pivoting to fill that gap, while other companies are doing it to overcome loss of traction on their core business. At some point, this is all going to come to an end. There will be warehouses and warehouses full of hand sanitizer from 50-500 companies that never existed before. It will be interesting to see how that is set aside, ignored, or disposed of when companies redirect back to business as usual. One thing we have already seen as an effect of these changes is the redirection to bring manufacturing and other operations back to the U.S. Even if a factory in Shanghai can ramp up production to provide double or triple the assets in a short time, that doesn’t mean we can physically get it here quickly. This has led to a trend in onshoring manufacturing capacity that will likely remain. The pandemic has also

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    How to Pitch Investors Through Email

    1 min read To pitch investors online is a skill one can learn. Here are some crucial steps in reaching out to potential investors through email to pitch your deal. Choose investor prospects carefully. Don’t spam an entire list but rather research each lead and identify qualified candidates. Search for connections to those candidates and topics of interest. Then devise strategies for how to reach out to them. Indicate why you are reaching out to them. Show why that person and company could be interested in your deal. They may be interested based on a past investment, a network connection, or a group affiliation. Answering the “why” will keep them reading. Show your connection to the reader. Finding a common link will significantly improve your chance of a response, so it’s worth looking for someone who is in their network that can provide social proof that you are legitimate. Show the problem you solve. And not just the problem, but the solution that you offer and the market that you target. Do this in one or two sentences and not one or two pages of text. Show indications of traction. Use 3 to 5 examples of traction such as leads generated, sales closed, number of users in a beta program, etc. Introduce yourself and show social proof. There’s a tendency to start the email with this information but showing your position in the community and credibility comes after establishing a topic relevant to the investor. Close with a one-sentence ask. Make clear the next step such as a conference call, a meeting, advice, etc. Also, remember the following points: Write in a conversational but business-style tone; not marketing-speak. Keep it short and to the point avoiding long blocks of text. Use numbers to make your pitch stronger as it shows specificity. Remember to attach the executive summary or pitch deck. Read more in the TEN Capital eGuide: http://staging.startupfundingespresso.com/the-art-of-pitching/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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    Investing in Emerging Markets

    3 minute read Investing in emerging markets can be an incredibly tempting venture. The high risk/ high reward stakes are likely to draw in investors both big and small. So how do you choose? It is essential to analyze both the start-up and the industry they will be operating within. The Industry You can start by defining the niche space and reviewing the evolution thus far of the industry. It is also important to note current challenges in the market and potential future challenges and advancements. The Startup When analyzing the start-up, you should start by examining both the CEO and their team. What are their strengths, weaknesses, and past accomplishments? Next, you should define the problem they are solving and how. You want to be sure they are solving the whole issue, and not only part of it. Their idea must be protected so that other space players do not easily duplicate it. Finally, you want to understand the future aspirations of the company. Are they prepared for upcoming challenges and advancements within the industry to ensure that they are fully prepared and equipped to keep up with the competition? To better understand this process, we are going to look at a company in the MarTech space. We will briefly look at each component listed above to decide whether this is a company worth investing your money in. The Space MarTech, or “Marketing Technology”, refers to marketers’ tools and software to leverage, plan, execute, and track campaign efforts. This technology is used to streamline the marketing process, including customer communications and data entry and analysis. Industry Evolution As the industry evolves, more companies are beginning to position themselves as all-in-one marketing solutions. Traction around areas like conversational chatbots, AI, influencers, and augmented reality is increasing. However, overall growth in the segment will slow down. As companies consolidate, a lot of these point solutions will fall by the wayside. Challenges For early-stage companies, many of the challenges revolve around the way angels and VCs nurture the industry itself. There tends to be a push towards point solutions and the next shiny new thing. In many cases, the problem is a lot broader, and these point solutions are pieces of the whole. Investing The MarTech space is no different than any other niche in that there are some great opportunities, and there are some to avoid. As an investor, it is important to closely analyze the team and the problem that the business is trying to solve. The Company The Company sees itself as an integrated, socially collaborative, intelligent marketing platform. They are an all-in-one system that does social media marketing, content marketing, and email marketing. The CEO realized that marketing in the digital age was becoming increasingly complex due to the overwhelming number of marketing channels, mechanisms, and customer touchpoints. He also noticed that many of the old marketing standbys in advertising had become less and less effective. This inadequacy led him to create The Company. Conclusion Is The Company a smart investment move within the MarTech Space? They provide an all-encompassing solution, solving the whole problem and not just a part of it. The CEO has a successful track record at many reputable companies. It sounds like they have thought about keeping their platform up to date and flexible to compete within the space. It would seem this is a company that is worth investing in, so long as they can show how they will retain customer loyalty and protect their innovative platforms and ideas from duplication by other players in the space. If the company does not have a definite answer to these two potential problems, we would advise not to invest as this can quickly become a startup undoing. Read more in our most recent eGuide: http://staging.startupfundingespresso.com/investing-in-niche-markets/ Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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