Business

From Startup to Success: How Venture Debt Can Help Your Business Grow

Published

1 year ago

August 1, 2023

A new kind of funding is on the upswing for startups — venture debt. According to the US Chamber of Commerce, now that venture capital is drying up, “companies of all sizes look to raise more expansion capital via this alternative form of financing.”

As success stories proliferate of entrepreneurs using this funding solution in their early stages, interest in it naturally increases. Yet, venture debt isn’t the right choice for every business.

“Venture debt can open up exciting opportunities, but the decision to take on these loans is complex,” says Jay Jung, founder and managing partner of Embarc Advisors, a corporate finance advisory firm. “Problems can crop up when startups take on debt, so it’s important to weigh all aspects of this approach carefully.”

Venture debt explained

Venture debt is similar to other types of loans in that a business founder borrows money from the lender (usually an institutional bank, private investor, or fund that specializes in venture debt) and pays it back with interest over time. Companies that have already raised venture capital but are looking for more money to fuel their growth in-between equity rounds i.e., runway extension, typically use it.

“Venture debt provides funds with a short payback period — usually between 18 months and three years,” Jung says. “Lenders work with companies based on what makes sense for them at any given point in time.”

Venture debt helps businesses bridge funding gaps. “Startups are expensive,” Jung explains. “In their early days, most businesses need to spend time building their products or services while figuring out their go-to-market motion, so they usually don’t have a lot of revenue coming in. At the same time, they still need to pay the bills: employee salaries, rent on space, and other overhead.”

Indeed, as one recent study has discovered, “47% of startup failures in 2022 were due to a lack of financing.” For this reason, successfully securing venture debt can mean the difference between a company’s success and failure.

Venture debt also offers startups the ability to grow their business. “It can be a great option for any business looking to expand its operations, hire more employees and make strategic investments in technology or marketing,” Jung says.

Traditional versus venture debt

“Venture debt differs from traditional loans in a number of critical ways,” Jung says. “Traditional lenders look at a business’s past performance when determining whether or not to approve a loan. But for many startups, there isn’t a track record of past revenue. Plenty of new businesses operate in the red for years.”

For this reason alone, a traditional loan may be out of the question for some businesses.

“With venture debt, business owners can leverage the startup’s profitable future,” Jung explains. “While a traditional bank usually makes founders guarantee repayment by staking their personal property as collateral, founders can give venture-debt investors the right to purchase shares in the future, which is called a ‘warrant.’ In this way, they can use equity stakes to entice investors and other possible lenders.”

According to Jung, venture debt attracts investors because these loans tend to have higher interest rates than traditional loans. “In my experience, interest rates for venture-debt loans usually fall between 9 and 20 percent,” he says.

Options for venture debt

Startups have three options when it comes to venture debt. The first of these is term loans. “These operate much like traditional loans,” Jung says. “The lender loans the startup funds that must be repaid with interest after a certain period.”

Another option is revenue-based financing, which is paid back through a percentage of future revenue. “These loans can either be short- or long-term,” Jung says. “The important thing is that these startups need to have an established track record of generating revenue.”

The third option is factoring. “With factoring, the lender buys your accounts receivables for less than their face value,” Jung explains. “This gives the startup immediate funds, while the investor reaps the difference between their purchase price and the full amount of the bill.”

However, Jung urges caution with this method. “I’ve seen businesses get mired in situations in which they are never able to finish loans based on factoring,” he says. “They fall into a vicious cycle of relying on the factoring company and never actually get ahead, so the true cost of this approach can be a lot higher than it might first appear.”

Maximizing your success

The benefits of venture debt are numerous. Not only can these loans help you get your startup off the ground, but they can also give you the funds needed to grow as a company and expand into new markets. In the current environment where valuations have declined, extending runway through the use of venture debt may allow a company to grow back into its valuation and avoid a down-round. Still, employing this kind of funding successfully requires care.

“If you are interested in pursuing venture debt for your business, then do your due diligence,” Jung advises. “In particular, success will depend on accurately assessing your business’s needs, choosing the exact right financing option, developing a solid plan for repayment, and following it ruthlessly.”

While these steps may seem daunting, entrepreneurs who appreciate their difficulty may well be on the right track. This is one domain in which overconfidence could prove disastrous, but the good news is that — according to Jung — there’s a way to mitigate this risk.

“If you don’t have a lot of experience with corporate finance in general and venture debt in particular, then consider getting advice from a specialist,” Jung says. “With the help of an experienced advisor, you can be confident in choosing the right option and moving your company forward with the maximum chances of success. It’s important to remember that obtaining financing is only the beginning. Managing the finance post-funding is just as important.”

Business

Transform Your Expertise into a Profitable Online Coaching Business with Jon Penberthy

Published

3 weeks ago

November 3, 2024

Matthew Wiles

Transforming your expertise into a successful coaching business requires a strategic approach to monetizing your knowledge, with a strong emphasis on client satisfaction and adaptability to their evolving needs. By prioritizing these factors, you can build a coaching practice that flourishes, provides long-term value to your clients, and supports sustained growth for your business.

The potential for this growth is underscored by the global online coaching market, which was valued at $3.2 billion in 2022 and is projected to reach $11.7 billion by 2032, reflecting a compound annual growth rate (CAGR) of 14% from 2023 to 2032.

Jon Penberthy, founder of AdClients and a leader in online coaching, highlights the significance of the knowledge economy in today’s marketplace. He notes, “The knowledge economy is now worth over half a trillion dollars a year. That means every year, people like you and me are paying others—not for physical products, but for the exchange of knowledge.” This shift presents a compelling opportunity for those willing to leverage their expertise in this evolving market.

Penberthy’s philosophy emphasizes the power of positive thinking and challenges traditional views on credentialism and rigid professional roles. He asserts, “Nowadays you only need to be one step ahead of someone else for them to be willing to hand back some money to learn from you.” His success as a how-to coach exemplifies this approach, showing that with the right mindset, anyone can turn their knowledge into a flourishing business.

Essential Steps to Starting Your Online Business

At the heart of any business plan is the decision about what type of product you will provide in the online marketplace. Jon Penberthy explores various possibilities, from relationship counseling to pet care, ultimately settling on a widely sought-after internet offering: personal health and fitness.

“Let’s say you do not have a personal trainer certificate, but you have figured out a specific nutrition and exercise regime that works,” he states. “There are people out there who want to look how you look and are willing to pay you for your knowledge … the opportunities are endless – you just have to ask yourself what you know that is a little bit more than those around you. That’s the starting point for your own training program.”

The next step involves packaging your training for an online audience, and Penberthy recommends creating a series of recorded videos as an effective approach. This leads to the question of how much to cover in the initial video and the order of presentation.

He suggests finding friends and family who are interested in your topic and willing to learn more. By selecting a few volunteers and teaching them over several weeks for free, while taking diligent notes on what works and what doesn’t, the teaching process will gradually reveal itself.

Build a Sales Funnel

Regardless of how your business attracts customers, potential buyers often follow a similar path, asking common questions and taking comparable steps when deciding whether to make a purchase. A sales funnel is an effective way to visualize this journey, offering valuable insights into the customer experience. It helps you see the sales process through their perspective while also serving as a practical training tool for your sales team.

Penberthy highlights the importance of this approach, “A sales funnel helps transition potential customers from being strangers to ready-to-buy clients,” he explains. By breaking the process into a series of steps, the sales funnel gradually informs and engages potential customers, guiding them toward a purchase decision without overwhelming them with information.

Attracting Attention—The ‘Eyeball’ Factor

Once you’ve understood the initial steps for setting up your online coaching or course, the next challenge is attracting people to your funnel, often referred to as the “eyeball” factor. “Bringing traffic to your site involves content creation and deciding between organic (unpaid) traffic through various social media channels or, if your budget allows, paid traffic,” Penberthy explains.

Penberthy explains that with organic traffic, individuals will be active on social media, creating content designed to build an audience interested in their topic. He adds that if one can invest some funds, paid advertising—especially on YouTube—can be an excellent starting point, as it delivers instant traffic compared to the uncertain outcomes of organic posts.

Once the advertising strategy is established, the next step is to continually refine and enhance the course, making it more concise, message-rich, and easier for potential customers to understand what is being offered.

He emphasizes that this process isn’t just about feeling good about one’s work; it’s about boosting conversions. The more effective the campaign, the more referrals satisfied customers will provide when recommending the program. A stronger program also allows for higher pricing for the services offered.

After refining your online advertising strategies and advancing your course or coaching development, the next step is to scale up. Penberthy suggests that this may initially involve what he refers to as “the pop-up offer” or one-on-one coaching, enabling you to start selling your course in 48 hours or less.

He notes that this phase requires a significant investment of time but is crucial for growing your business with clients who will not only pay for your expertise but also recommend your courses to a broader audience. However, he emphasizes the need to leverage your time effectively, as there are only so many hours in a day.

The key to success in online courses lies in combining “low-ticket” (mass appeal) content with “high-ticket” one-on-one training. “I take the stand-alone low-ticket coaching and wrap it around the one-on-ones to create the concept of “high-ticket” group coaching, which is a limited-subscriber webinar-based training pitched at high-end clients who are willing to pay a premium to overcome their seeming lack of success in the online marketplace,” Penberthy says.

By implementing this strategy, he adds, you can not only maximize your time in the business space and free up energy for friends and family but also potentially increase your monthly income to four or five figures, ultimately leading to an annual income of six to seven figures.

Jon Penberthy’s insights provide a clear roadmap, emphasizing the importance of understanding your audience, leveraging effective marketing strategies, and continually refining your offerings. By combining low-ticket and high-ticket training approaches, you can maximize your reach while delivering exceptional value to your clients.

As you embark on this path, remember that your knowledge and passion can not only lead to financial success but also empower others to achieve their goals. Embrace the opportunities ahead, and watch as you build a thriving coaching business that makes a lasting impact.