Revenue is important. DUH.
It seems as though we forgot about that through the internet years. People were willing to put money into startups to build up a user base and put revenue generation second before that. They didn’t have to deal with revenue because they knew that they could raise their next round based on tremendous usage and on the assumption that if you had a gazillion users, then you must be able to monetize them somehow.
That did work for many startups through the dotcom boom years, and even after the internet bust it still worked for many years, right up until the economy took a nose dive.
The world changed, and now that second round is just about non-existent.
So I, along with just about every other experienced investor out there, have started to demand revenue as soon as possible (better) or want to see it at the outset (best). We have turned away just about every early stage company that has no revenue or no firm revenue plan.
While we’d love to be optimistic and place a bet on a startup that only has user building potential, but no clear revenue plan, it’s just too risky right now. Or, if the entrepreneur has not created a firm revenue plan, or does not plan to turn on revenue generation as soon as possible. Any of those are too risky for me right now.
Why? In the economic climate of today, 99% of the funding sources won’t even touch a startup that doesn’t have revenue showing, when they hit their next round. I’ve seen it happen multiple times for companies trying to raise money today. Thus, if you don’t have your own source of cash (a.k.a. revenue), then you’ll end up dying when you burn through your initial cash that you’ve raised. You just can’t count on that next tranche of cash to appear when you need it most.
So in investing in you, I want you to survive. I want you to build a great business. I DO NOT WANT YOU TO DIE a few months or a year from now when you run out of cash, just simply because you put off revenue generation until the very end and it’s too late to generate enough cash to support yourself. To me, that’s a waste of not only my money, but of everyone else’s money as well. Think about that if you’re going to take your friends’ and family’s money. In today’s funding environment, you might as well be tossing it out the door if you don’t start revenue generation from day one.
Before the internet, startups were always created to make money. Entrepreneurs always thought about building businesses to make money from day one. And many of them would drive themselves into the hungriest state, risking their homes on additional mortgages and their relationships with divorce. Their unwavering belief in their business idea coupled by their need for cash to sustain their lives kept them going until some of the biggest businesses of today were built.
Somehow we lost that when funding sources were willing to bet on ideas that didn’t have obvious monetization early on. It took the economy to dive into recession to bring this “create a business to make money” philosophy back into the forefront.
Perhaps it never should have gone away.
I’m only looking at startups with revenue or will turn on revenue from day one now, but I also wonder about what I will do when the economy recovers. Would I go back to placing bets on some ideas that may not have obvious revenue plans, or are generating revenue immediately? I think that we’ll have to take a look at the funding environment and the startup ecosystem to see if we’ll ever go back to supporting businesses like that.
The Importance of Revenue at Early Stage, Now More Than Ever
Revenue is important. DUH.