1. SET EXPECTATIONS LOW

Think of it like a Scratchcard lotto game. Even though

they believe they can afford to lose the money when they

invest, their � nancial situation may be very different 12

or 24 months out.

2. DON’T GIVE ANY INFLUENCE IN RETURN. People are unsophisticated in this area. Don’t provide

insight into the business. Don’t give them in� uence. If

you succeed the last thing you want on your capitalization

table is a bunch of unsophisticated investors with

in� uence

3. PREPARE YOURSELF MENTALLY FOR DISAPPOINTING A LOT OF PEOPLE. Even if you have succeeded in setting expectations low

you will still disappoint people. And you may ruin a lot of

relationships. Prepare yourself for that—and don’t do it

if you cannot live with that.

Get practical advice for your startup, from the three guys

who risked everything to turn an idea into a global business.

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