ENT 640 Week 4 Blog: Valuing by Mary Schuler

Because of there is little to no history of revenues of the early stage company, it is difficult to visualize how much the company worth, if it is invest-able in determining which company to invest in. During the assessment and negotiation round, the entrepreneur wants his/her company’s value to be as high as possible and the angels want a value low enough so that they own a reasonable portion of the company for the amount they invest.

There are many valuation methodologies and approaches, which work for both angels and startups. There are options when applying individually or combine these methods as a tool when you look at an opportunity. There is no right or wrong. Each method has pros and cons regarding the deal and timing. According to the authors Amis, D. and Stevenson, H. Winning Angels: The 7 Fundamentals of Early Stage Investing, there are five major approaches including twelve methods:

  1. Quick and easy approach:

* $5 limit: expect to earn five times your money in five years. It is the most simple and easy to use.

* Berkus method: attributes a range of dollar values to the progress startup entrepreneurs have made in their commercialization activities. This based on a unique and specific formula for valuing company.

* Rule of thirds: Most angels found this method works with the first-round deals that one third of equity should go to the founder, one third to the angels and one third to the management.

* $2m – $5m angel standard: Consider as “acceptable” numbers when asking or set by entrepreneur.  It sounds reasonable price range and at the same time not too risky for both sides.

* $2m – $10m internet standard: high range and tend to be valued after proven business successful in internet time.

  1. Academic/investment banker approach:

* Multiplier method: sounds like a quickest way to value company, it depends on the nature of the business and the industry in which the business operates. Try to look at equity research reports of comparable companies.

* Discounted cash flow (DCF): is used to determine the present value of the expected returns of a business. It is more relied on mathematics rather than price observation.

  1. Professional Venture capitalist approach:

* Venture capital method: Calculates valuation based on expected rates of return at exit.

  1. Compensated advisor approach:

* Virtual CEO method: Angel investors are “almost” a part of the management team by providing support, time, and knowledge in exchange for a percentage of equity of the company.

* Advisor method: It is “value-added” investor in providing support and or to participate in a deal in exchange for some modest equity if the deal comes together.

  1. Value later approach:

* Pre-VC method: Angels “investing cash into a start-up without any share exchanging hands and with no price set on any future transaction”. The company will have different valuations before and after the investment and the angels expect that the term will be the same as professional VC investors (with a discount and or at a premium price) when it comes to VC round.

* O.H. method: Investor is in control. The entrepreneur team is guaranteed 15% of the company after the final round of capital, which is protected by an anti-dilution clause.

As valuing early stage deals, while angel investors appreciate the enthusiasm with which entrepreneurs promote their business concepts, on future opportunities the investor may consider options on the entrepreneur, the industry, the future financing rounds and on exposure to additional relationships. However, angels invest – primarily – in people, not numbers.



Amis, D. and Stevenson, H. Winning Angels: The 7 Fundamentals of Early Stage Investing. Pearson Education Limited, 2001.




5 thoughts on “ENT 640 Week 4 Blog: Valuing by Mary Schuler

  1. Mary,

    My personal favorite of the valuation methods would probably be the multiplier method. It ground the number in an industry and holds it at least to some type of standard so it isn’t completely arbitrary. But it’s nice to know that there is a range of methodology for valuing a company. This whole investing thing is really pretty amazing, and includes more variables than I first imagined.

    Nice article,



  2. Mary,
    I agree that investors primarily invest in people. Numbers don’t lie, but there isn’t passion in numbers. An entrepreneur has to dream, cultivate, and then implement for an idea to come to life. If the entrepreneur doesn’t believe in their business, no amount of money will be able to make it successful.

    If I had to pick a valuation method, it would be either the Berkus or the Angel standard. Neither of the two are sure-fire ways to predict the viability of an investment, but both seem to strategic risks with a better chance of a win.


  3. Perhaps unsurprisingly, I’m not a fan of the “OH” method. I’ve noticed that particular investor make several other comments through the book that all indicate control is the primary motivation there. I think that approach runs the risk of killing the golden goose, if for no other reason than the knowledge that you have to cede 85% of the company for investment. Psychologically that’s just a massive chunk, and I imagine the business has to grow to an incredible scale for that remaining 15% to “feel good”. You also see that investor in later chapters say to make no demands in the first round of funding…in other words OH baits the trap and then waits to have the entrepreneur on the hook before making a move. Strikes me as an investor to watch out for there.


  4. Hi Mary,

    I agree that valuing is tough, especially in those early stages where it’s all about the idea, execution, and the possible market opportunity.

    Personally speaking, I like the compensated investor option best of all. It allows a hands-on approach, doesn’t take much of the equity from the entrepreneur, provides the investor a stream of income, and limits the investor’s risk to his or her time. The downside, of course, is that the approach can limit the number of deals an investor might be involved in.

    What approach do you like best?



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s