Sure it’s not easy getting an idea from the drawing board to the shipping dock. And this is where successful entrepreneurs set themselves apart from those who are just dreamers. So when you come up with a great idea but lack the resources to launch the product or service, what do you do? Well, without tacking on that second or third mortgage onto the house or before you tell your children to kiss the thought of college goodbye, consider some thoughts on what I like to call economic resource rationing.
Here are five ways to help conserve cash during the start up phase. Each method is discussed in more detail below the list.
1. Scale it down.
2. Add non-cash equity.
3. Ask suppliers for more favorable terms.
4. Consider generic instead of name brand and shop around.
5. Invite enthusiastic and early suppliers and customers to become investors/partners.
1. Scale it down. Instead of manufacturing 10,000 wigits in the first year could you get the business up and running by making 5,000 of them. During this initial launch you could also be seeking out additional investors and demonstrating your new product to a select few customers.
2. Add non-cash equity. This option is great when you’re planning to go to the bank to ask for a loan, especially when you’re going to be offering an intangible product… namely some type of service. In a service company (like a law firm, doctor’s office, etc.) you won’t have a tangible product for the bank to repossess if you default on your loan payments.
Consider this: most people own a personal computer, some furniture, office supplies, a car, cell phones, printers, art work, digital camera, general purpose tools or tools of a certain trade, and so forth. While banks won’t want to see a list of every item you own (the shirt off your back so to speak), if you are funding the business with all of the necessary office equipment and tools you’ll need the bank understands you won’t be rushing out to spend the bank’s money on furniture and computers at Office Depot. Use what you already have at home, list it as a business asset when you go to apply for a loan and save your new start up the precious little cash the bank will require you to contribute to the loan in order for it to be approved.
3. Ask suppliers for more favorable terms. There’s a couple of old mottos: “it never hurts to ask” and “the worst they can say is no“. This could not be more true than in dealing with those suppliers for your business. Remember, YOU are their customer. If you’re starting out and don’t have much cash, ask for more time to pay.
A lot of companies want payment 2/10 net 30, meaning you get a 2% discount for paying in the first 10 days and if you don’t pay in the first 10 days the full amount is due within 30 days. Other companies, especially larger suppliers, may try to push their own credit program on you - for instance if you go to any of the big box stores or office supply stores they will want you to sign up for a business account or store credit card.
Let them know right up front when you order that you are a new business and you need to stretch your dollar as far as possible. Ask if it’s possible to pay over 60 days instead of 30. If they balk at that suggest 45 days. Always start with the higher number. Let them know that within the year you hope to be taking advantage of any discounts for paying early (once your venture starts bringing in revenues as opposed to burning through cash at the start).
4. Consider generic instead of name brand and shop around. By this we don’t simply mean buying the store brand, single-ply TP for the office or the refurbished ink cartridges. When building your wigit, is there a part or component that could be made cheaper by someone else and added to the final product, or can a piece be substituted for another (making them interchangable and therefore reusable). The easier it is to swap parts, replace parts, and interchange them, the easier it will be to make your product cheaper and at a lower cost to you.
If you are offering a service rather than a product, this means buying the store brand pens that dry up faster… no, just kidding, you can still shop around for lower prices on things you use to bring your service to market or that add value to your service. These value added features will of course depend upon your service or possibly a particular customer’s needs.
5. Invite enthusiastic and early suppliers and customers to become investors or partners. You will find out early on that there is no one who wants you to succeed more than your suppliers. They like for their customers to grow as that helps them grow in return. If a particular supplier is eager to help you get up and running, and to sell you more supplies, perhaps this supplier would be willing to take an equity stake to help get your venture up and running.
It could be as easy as providing a set amount of supplies for free, giving you a discount, an extended amount of time to pay, or could be actually taking an equity stake in return for some capital. Likewise some customers early on may like your product so much that they want to ensure it will be there to meet their needs down the road. These customers have a vested interest in seeing your business becoming successful and sustained. At the very least these early suppliers and customers represent a good resource that can help your business grow. These groups also represent excellent sources for advisory panels, board of directors positions, and by making them more involved in your business will help forge more loyalty and drive growth. If you go to a bank looking for a loan it will also look better in the bank’s eyes that you take such an interest in your customers and suppliers and value their feedback and input.
There are many more ways to help get your business up and running without having a truck load of money to get started. This article is meant to stimulate your thoughts on what you can do in your own unique situation to think outside the box with regard to funding your venture. Please feel free to share any alternatives to cash investment that you think might work or even those that you have tried that don’t work and why they didn’t work.
As always, I appreciate your comments and feedback…