The Little Book of Venture Capital Investing

Empowering Economic Growth and Investment Portfolios

Louis C. Gerken, Wesley A. Whittaker

• Publisher: Wiley
• Year: 2013
• ISBN:
  9781118551998
• Edition: 1
• Topic: Business
• Subtopic: Finanza d'impresa
• Index: Business

A little book full of enormous value for novices and seasoned venture capitalists alike

After having been thrown for a loop by the bursting of the tech bubble more than a decade ago, the venture capital industry suddenly has come roaring back to life over the past two years. In 2011 alone, more than $7.5 billion in venture capital was invested—representing more than a 19% increase over theprevious year—in more than 966 companies. A majority of these companies reside in the life sciences, Internet, and alternative energy sectors.

In today's weak job market, VC is more important than ever, since financing new tech, alternative energy, media, and other small to mid-sized companies is vital to creating new jobs. Written by Lou Gerken, a noted international authority on venture capital and alternative investments, this book tells you everything you need to know about the venture capital industry's important role in enhancing economic growth and employment. It is also the perfect go to primer on making venture capital investments to enhance portfolio returns.

• Highly accessible explanations of the ins and outs of venture capital for would-be investors and experienced VCs
• Highlights the historical VC track record, and offers expert advice and guidance on venture capital exposure, investment options, sourcing opportunities and due diligence
• Provides proven strategies for successful investment selection, timing, monitoring, and exiting for optimum returns
• Features endorsements from luminaries of the VC world, including Kleiner Perkins Caufield & Byers co-founder Frank Caulfield, and Dr. Art Laffer, among others

Chapter One

An Historic Overview of Venture Capitalism

Those who cannot remember the past are condemned to repeat it.

—George Santayana

Why is an historical overview of VC important? Because history does in fact repeat itself, and a study of history allows us to frame an understanding of the present and the future. The players and the investment climate change, but the entrepreneur’s innate instinct to risk capital for a return is no different today from what it was when John D. Rockefeller became America’s first billionaire in 1900. When Andrew Carnegie joined forces with his childhood friend, Henry Phipps, to form Carnegie Steel in 1892, they were driven by the same conviction to improve the status quo as are the idealistic dream chasers of the twenty-first century. It was these early trailblazers who paved the way and developed the techniques that have laid the foundation for VC as we know it today.

Arguably, historians will debate the nature of history and its usefulness. This includes using the discipline as a way of providing perspective on the problems and opportunities of the present. I believe it to be an important tool in providing a systematic account and window to the future. It is patently dishonest and irresponsible to perpetuate the popular mythology that those who created great wealth in America are to be despised and that there are no useful lessons to be learned from an objective, historical review of their contributions to the subject at hand. As John F. Kennedy said, “To state the facts frankly is not to despair the future nor indict the past. The prudent heir takes careful inventory of his legacies and gives a faithful accounting to those whom he owes an obligation of trust.”1

In the Beginning

On Sunday, May 23, 1937, John Davison Rockefeller, Sr., died just 46 days short of his 98th birthday. He left behind what is arguably the single greatest fortune ever amassed by a single businessman. He began accumulating his wealth on September 26, 1855, when he became the 16-year-old assistant bookkeeper at Hewitt & Tuttle, a commission merchant and produce shipper in Cleveland, Ohio. Three years later, he left Hewitt and formed his own commission merchant house with his friend Maurice B. Clark, using money he had saved from his $25 monthly salary and $1,000 borrowed from his father at 10 percent interest. It was during this initial period of managing a business, struggling week to week to make weekly payroll, that he discovered his innate abilities to quickly size up an opportunity, evaluate the risk-reward, and negotiate a path forward. By December 1862, Clark & Rockefeller was a going concern, making more than $17,000 annually and occupying four contiguous warehouses on River Street.

That same year, the partners invested $4,000 of company profits with a chemist named Samuel Andrews. Andrews had developed a cost-effective method for distilling kerosene from crude oil. The partners built the Excelsior Oil Works and commercialized this process, providing a cheap and efficient means of lighting to the masses.

Rockefeller was able to buy out Clark in 1865 by borrowing funds based solely upon his business reputation. He went full-time into the oil business, building another refinery called the Standard Works. On January 10, 1870, the partnership with Andrews was dissolved and replaced by a joint-stock firm named Standard Oil Company (Ohio). Sales of stock generated $1 million in capital and Standard oil controlled 10 percent of the nation’s petroleum refining business.2

This business model served for many years as a fairly standard template for how businesses or ventures were formed and financed or capitalized. Business founders would use their own money and whatever money they could borrow from family, friends, and anyone else who would listen to their ideas for a new or improved business. The people who invested the early money usually did so based upon the founder’s ability to sell them on the capability of the idea to solve a problem or provide a much needed service for which the public would clamor. This became known as seed capital and was usually less than $1 million. It was risky at best and often required early investors to wait until the enterprise was a profitable, going concern before they could realize a return on their investments. If a founder came up with a very good idea, he could sometimes gain financing from an angel investor. These were often wealthy individuals who would invest their own money into the enterprise in exchange for either some form of convertible debt, such as a 10-year bond which could be converted into stock or cash upon maturity, or in the form of a percentage of ownership of the new company or equity.

As all wealthy people quickly discover, the image of Scrooge McDuck romping and rolling around in his private vault on piles of gold coins and bags of currency is only true in the make-believe world of comic books. Wealth will be depleted over time if not put to work. Taxes, inflation, expenses, and frivolous spending have caused more than a few lottery winners to end up in financial straits within a very few years. Enough stories abound about spoiled, entitled trust fund beneficiaries who completely squander their inheritances that there is an ageless proverb that says “there’s but three generations from shirt sleeves to shirt sleeves.” Money must be put to work by being invested, either in expanding one’s own business or in someone else’s venture.

The Roots of Venture Capital

Carnegie Steel Company was sold to the United States Steel Corporation in 1901 for $480 million, of which about half went to founder Andrew Carnegie. The second-largest shareholder was Carnegie’s partner, Henry Phipps. In 1907, Phipps formed Bessemer Trust as a private family office to manage his fortune. Four years later, he transferred $4 million in stocks and bonds to each of his five children and Bessemer Venture Partners was launched. It is regarded as the nation’s first venture capital firm. According to the company’s website (www.bvp.com), they currently manage “more than $4 billion of venture capital invested in over 130 companies around the world.”3

Laurance Rockefeller inherited his grandfather’s seat on the New York Stock Exchange in 1937 and wasted no time investing his inheritance in his passion, aviation. In 1938, he provided $3.5 million for Eddie Rickenbacker to purchase Eastern Airlines and invested in the McDonnell Aircraft Corporation. The Rockefeller Brothers Fund was founded in 1940 as a philanthropic foundation, to allow Laurance and his siblings a vehicle through which to provide grants that promoted the noble ideals of democratic practice, sustainable development, and peace and security around the world. Laurance supported the fund, but saw an opportunity to provide an investment vehicle for his siblings and other wealthy individuals. In 1946, he founded Rockefeller Brothers Fund, Inc., as a limited partner investment firm. The firm was one of the first to establish the practice of pooling capital in a professionally managed fund. In 1969, the company changed its name to Venrock Associates. Venrock has been one of the most successful venture capital funds and has provided early funding for startups of such Silicon Valley giants as Intel and Apple Computer. While Venrock’s primary focus could be said to be firms involved with medical technology, they have spread their investments across biofuels, vehicle technology, mobile/social/digital media, software as a service (SaaS) and enterprise, and security.4

The post–World War II years saw rapid growth in this new style of development capital investing. John Hay “Jock” Whitney, another scion of nineteenth-century American wealth, spent the 1930s and the early 1940s living the archetypical high society, polo-playing playboy lifestyle, investing his $100 million trust fund in the fledgling motion picture industry. In late 1945, Jock Whitney had an epiphany. He enlisted a fraternity brother named Benno Schmidt, a tall Texan with working-class roots, to be his business partner. J.H. Whitney & Company (JHW) was founded in 1946 to finance entrepreneurs who were returning from the war with great ideas, but whose business plans were less than welcome at traditional banks. Schmidt is often credited with coining the term venture capital as a replacement for development capital, although there are earlier uses of the phrase. One of Whitney’s earliest and most famous investments was in the Florida Foods Corporation, later known as Minute Maid orange juice.

Today, JHW remains privately owned by its investing professionals, and its main activity is to provide private equity capital to small and middle-market companies with strong growth prospects in a number of industries including consumer, healthcare, specialty manufacturing, and business services.5

The First VCs

The influence of Jock Whitney in the world of venture capital doesn’t end with JHW and Minute Maid. In 1957, he recruited David Morgenthaler to serve as president and CEO of Foseco, Inc., a manufacturer of industrial chemicals in the J.H. Whitney & Co. investment portfolio. Morgenthaler made the company a multinational success before stepping down in 1968 to go into venture capital himself. He founded Morgenthaler Ventures in Cleveland and Menlo Park. Forty-three years later, the firm is still going strong. Morgenthaler Ventures has worked with over 300 young companies, including dozens of biomedical startups. Morgenthaler also served as a founding director of the National Venture Capital Association (NVCA) from 1977 to 1979.6

The year 1946 also saw the launch of the American Research and Development Corporation. ARDC was the brainchild of Georges Doriot, a business professor at Harvard before the start of World War II. Upon enlistment, he was given the rank of Brigadier General in the U.S. Army and served as Deputy Director of Research at the War Department. Working in concert with U.S. Senator Ralph Flanders of Vermont and MIT president Karl Compton, Doriot developed financial vehicles that allowed private sector participation in the war effort through investments in the manufacture of weapons, equipment, and supplies. After the war, Doriot continued his partnership with Flanders and Compton in ARDC. It is often called the first actual venture capital firm because it was the first to raise funds from institutional investors: $1.8 million raised from nine institutions, including MIT, the University of Pennsylvania, and the Rice Institute. ARDC also became the first private equity firm to operate as a publicly traded closed-end fund when it collected $1.7 million in a 1966 public offering. These innovations earned Doriot the moniker of “the father of venture capital.”

Doriot’s best move, however, was his 1957 decision to invest $70,000 with MIT engineers Kenneth Olson and Harlan Anderson to start the Digital Equipment Corporation (DEC). Following DEC’s IPO in 1968, the value of ARDC’s stake had grown to $355 million. The success gave an early boost to high-tech development along Boston’s Route 128 and demonstrated the viability of the venture capital investment model. And, just like at J.H. Whitney & Company, ARDC employees went on to make their own mark in the world of venture capital. Bill Elfers had been the No. 2 employee at American Research & Development. When he left ARDC in 1965 to form Greylock & Co., he decided not to follow the restrictive public funding model. Instead, he operated as a limited partnership, now the typical structure for venture firms, and raised $10 million from six limited partners. A second fund followed in 1973, and last November, what’s now called Greylock Partners announced it had closed the $575 million Greylock XIII Fund.7

Shockley Chooses Silicon

The entire VC industry has evolved from these kinds of fraternal, sometimes internecine relationships of people being brought in to work at a firm and then deciding that they would be happier on their own. There is no better illustration of this than the story of the Traitorous Eight.

William Bradford Shockley Jr. (February 13, 1910 to August 12, 1989) was an American physicist who co-invented the transistor along with John Bardeen and Walter Houser Brattain. All three were awa...