Foreword: Brian Hughes Conor Moore Gary Matuszak

Table of
Foreword
Innovation and startups help drive a nation’s economy forward as a key engine
of economic growth. Thanks to the lean start-up process and technology
advances, entrepreneurs are scaling companies to sizeable revenues with
smaller teams and less cash than just a few years ago. The cycle of innovation
is speeding up, and talented entrepreneurs are ready to take over and invent
the next disruptive technologies.
A
t KPMG LLP (KPMG), we understand the importance of entrepreneurs working
to transform new ideas into thriving companies . Founders face considerable
challenges as they work to bring new ideas to the marketplace while taking
incremental leadership responsibilities . Raising capital, finding talent, acquiring
customers, complying with regulatory requirements, and other management initiatives
take time and are important to maximize business success . We are delighted to share
highlights from our experience in this guide including operational, financial, tax and
accounting matters, and other business considerations .
KPMG recognizes the importance of innovation and the growing value of connecting
entrepreneurs and VCs with innovation hubs around the world . In 2012 we launched a
global technology innovation center to identify and evaluate the impact of future disruptive
technologies . The center connects leading technology thinkers including entrepreneurs,
FoRTUNe 500 technology executives, venture capitalists and KPMG professionals .
We have been committed to serving startup companies around the world for many years
and hope you find this guide insightful . We welcome your feedback about this publication
and look forward to the opportunity to assist in your business strategies .
Brian Hughes Conor Moore Gary Matuszak

National Co-Leader, National Co-Leader, Global and U .S . Chair
Venture Capital practice Venture Capital practice Technology, Media &
Telecommunications
i | KPMG Startup Success Guide KPMG 2013 Startup Success Guide | i

KPMG Startup Success Guide | 1
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent
member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. NDPPS 223071
Developing your
pitch
Your company’s pitch may define your success in raising capital, building
business alliances and gaining market share
The traditional multipage, chart-laden business plan that venture capitalists used to rely on
to evaluate opportunities is largely being replaced with documents that convey essential
information in a more concise format.
T
he executive summary and pitch deck both play important and related roles in helping potential
stakeholders understand your business proposition and attracting outside capital .
Executive summary – In most cases, the executive summary will be the first document you submit
to potential investors, and will be reviewed to determine whether they are interested in learning more about
your startup . This one- or two-page document will provide basic information about your company, team,
product or service, and market .
Your goal in preparing an executive summary is to describe the product briefly, identify the market opportunity,
introduce the founders and management team, provide financial projections, and create enough interest to
gain an invitation to an in-person pitch meeting with VC investors .
2 | KPMG Startup Success Guide

Pitch Meeting Deck – During the initial pitch meeting, you’ll be asked to share a presentation with slides
highlighting more detailed information .
VCs will be interested in the following information:

Company, including the founders and their industry experience
Product or service, including features and benefits, and product specifications and
technical requirements
Management and technical teams, with an emphasis on your engineering talent, relevant
experience, and entrepreneurial track record
Market opportunity and existing competitors
Sales and marketing strategy, including pricing and distribution
Development milestones
Financial information, including projected sales and profits, capital requirements,

and exit strategy
Other capital already in the company
Perceived valuation
Other advisors or consultants supporting your company
In addition to the potential financial returns, VCs will be interested in evaluating your team’s ability to
execute while creating and sustaining a viable product . While they may appear skeptical as they evaluate the
opportunity, VCs will play a critical support role in your company if they decide to invest .
VCs offer valuable advice and experience to help you avoid common pitfalls and optimize your company’s
approach to the marketplace, and often provide access to business partners or markets more readily than a
startup might be able to achieve on its own .

Choosing a
legal structure
An appropriate legal structure provides an important foundation for your startup.
Choosing the most appropriate legal structure is an important decision that establishes a
foundation to support the company’s growth and operational effectiveness as it matures.
I
n addition to limiting potential liability and helping you develop appropriate tax strategies, the right legal
structure can help your company safeguard its intellectual property, attract outside investors, and reduce
potential disputes as your venture moves through later stages of its life cycle .
There are different types of legal structures, each offering distinct advantages and potential drawbacks to
growth-stage companies . evaluating your options carefully is important because it’s easier and more cost-
effective to make the correct choice early, instead of revising your legal structure later .
Given the potential challenges of making the best choice, and the importance your legal structure can play in
your company’s success, it’s important to obtain appropriate legal, financial and tax advice about your options .
4 | 2013
KPMG Technology
Startup Success
IndustryGuide
Outlook Survey
Company Structures – one of the first decisions startups have to make is the appropriate corporate structure .
Creating your company as an independent entity can help founders shield their personal assets from potential
liability claims, protect intellectual property, and provide tax benefits .
To form a company, consider the following steps:

Decide whether a limited liability company (LLC) or corporation is best suited for your company. Angel
investors and VCs generally prefer to invest in corporations, but there may be advantages to forming
an LLC in some circumstances
Review tax considerations with a professional advisor. In broad terms, corporate taxes are due at the
entity and shareholder levels, while an LLC may choose to pass taxes through to its owners
Conduct trademark and registration searches to be sure your desired company name is not being
used by an organization offering similar products or services
Enlist an attorney to help with the incorporation requirements and related documentation that will
need to be filed with the state in which you incorporate (which may not necessarily be the location
where your company is based)
Work with your advisors to determine whether, and how, equity will be offered to employees
Consider your growth plans and exit strategy, and discuss with your advisers whether those factors
can affect your initial legal structure decisions.
It is also critical that you and your cofounders develop an operating agreement to outline issues such as
equity arrangements, IP ownership, employment terms, and other items that, without an agreement, may be
subject to litigation later on .
By considering these issues at the earliest stages of your company’s life cycle and developing an appropriate
legal structure, you can help set the stage for your venture’s future market growth and success and pave the
way to an attractive exit strategy that helps you maximize your company’s value .

Building your
brand
Your brand is one of your company’s most valuable assets. It connects
your company to the hearts and minds of your customers, investors and
the marketplace and begins building on day one.
Branding is much broader than logos and tactical activities. Your logo, tagline and website
are all expressions of your brand. Your actual “brand” is the emotional response and mental
associations people make with your company as result of the multitude of interactions with
your brand expressions, products, employees and services. It is your company’s persona,
identity and purpose in the world.
Building a strong brand
B
uilding a brand is all about shaping public perceptions . To do this effectively requires careful planning
and execution . At the core of this are some simple best practices . Here are a few to help you get started:
1 Define a higher purpose and mission statement – At the core of every strong brand is a
higher purpose that explains why the company exists beyond profits . A purpose is a motivating,
timeless statement that outlives your tagline and growth cycles . It inspires and unites your
employees for a shared cause and serves as a foundation for your mission statement and other external
brand messages . Think of your purpose as an internal declaration of why you exist and your mission
statement as an external communication of what you do and for whom . Here are a couple examples:
• Google’s defined mission is to “organize the world’s information and make it universally
accessible and useful .” The derived purpose behind their mission is to “share information .”
• McDonald’s defined mission is to be the “world’s best quick service restaurant experience . Being
the best means providing outstanding quality, service, cleanliness, and value, so that we make
every customer in every restaurant smile .” The derived purpose behind their mission is to “make
people smile .”
Remember your brand starts internally with your culture, values and mindset long before it hits the
market . This all begins with the development of a purpose and mission statement .
2 Differentiate your brand – As you define your purpose and mission statement consider how your
startup is unique in solving a problem for your target market . Make sure your customer promise is
differentiated from the competition . A strong purpose and mission statement articulates what’s
unique and special about your company and the value it provides to the world . Keep in mind, differentiation
without relevance adds no value to your brand . The uniqueness of your offering is only powerful if your target
market agrees . Marrying differentiation with relevance is a recipe for success .

3 Pick a brand name – Good products, great customer experience and strong brand messaging will
be most impactful to your startup’s success, but a brand name should not be overlooked . Consider
choosing a short name that is memorable and invokes positive thoughts . Your name should be easy to
pronounce and read . To ensure consistency, create your brand name in conjunction with your mission statement
and product offerings . It is also wise to search trademark databases to ensure your preferred name is available .

Building your
brand continued
4 Build a visual identity – Your visual brand identity is built through the consistent use of visual expressions .
Here is a list of common visual expressions that you can expect to use to develop your brand identity:
Logos Taglines
Stationery/Letterheads Product Packaging
Advertisements Websites and Digital/Mobile Pages
Brochures and Sales Materials Business Cards
Presentation Templates
As you build your visual identity, ensure the overall look and feel and design attributes fit your brand personality .
Take Whole Foods as an example . Their logo is green, and incorporates the image of fresh produce . This is very
much in line with their brand promise to provide natural, organic food . To help ensure consistent use of your
visual brand elements, consider creating a simple style guide . This document defines what your visual identity
looks like (i .e ., logos, color schemes, fonts and taglines) and provides guidelines for how to properly use these
visual elements .
5 Brand is experiential – Branding is more than logos and taglines . every interaction, both passive
(i .e ., customer reading a website) and active (i .e ., customer interacts with a sales person), shapes the
overall brand perception . It is crucial all points of interaction with the customer represent your brand .
Take the cosmetics company Lush as an example . They “believe in making effective products from fresh
organic fruit and vegetables .” When you walk in their stores, their products are shown in raw unpackaged
form . Handwritten signs sit next to each product listing the all-natural ingredients . employees give hands-on
demos to interested consumers . All interactions with Lush embody their brand promise .

6 Always be consistent – the most damaging thing you can do to your brand is to be unpredictable .
Consumers build a brand perception based on what they’ve come to expect from your company .
Be genuine and consistent in everything your company does . Whether the consumer is surfing your
company’s website, driving by a billboard ad, reading an e-mail from a service rep or using your products, the
brand experience and visual identity should be consistently invoked and easily recognizable .
A good product coupled with a well-executed brand will position your company for long-term success securing
a special place in the minds of your consumers . The most successful startups craft a brand strategy early on .

Leveraging the
ecosystem
Tapping into a strong ecosystem that includes venture capitalists, experienced
entrepreneurs, talent, and business advisors, is key for startup success.
Silicon Valley continues to be the epicenter for tremendous innovation including startups and
global tech enterprises. Having the largest venture capital market in the world doesn’t hurt either,
in addition to the optimistic pioneer spirit that has made Silicon Valley the top R&D center in the
world offering a unique ecosystem to startups.
o
ther cities in the United States and around the world are aiming to replicate Silicon Valley’s successful
ecosystem . New York is getting a bigger footprint in digital media, with the local government developing
a plan to proactively attract and nurture the tech startup community . The importance of the ecosystem
can be seen in other cities as startup hubs emerge in cities ranging from Seattle to Cambridge and Portland to
Austin, each with its own ecosystem offering support networks to assist entrepreneurs .
10 | KPMG Startup Success

2013 Startup GuideGuide
Success
Enlisting Help
The primary advantage of aligning your venture within the startup ecosystem is your improved access to
experience and resources that can help you bring your venture to market quickly and successfully .
As you develop your company’s support network, keep the following in mind:
Investors – In addition to capital, experienced VCs and angels can introduce you to resources within
their portfolio companies or specific industry sectors.
Incubators and accelerators – At the early startup stage, incubators/accelerators can provide short-
term access to facilities and resources where company founders can network with other startup
teams, share ideas, and learn from each other’s experiences.
Mentors – Experienced entrepreneurs, or people with critical technical or industry experience, can
provide informal guidance about your company, technology, markets, or other important success
factors. Effective mentors can draw upon their experience and relationships to introduce you to key
contacts and provide valuable feedback. As your startup gains momentum, mentors and investors can
provide a starting point for recruiting advisory board members or directors.
Advisors – Startups maximize their chances of success when they concentrate on what they do –
best and refrain from trying to solve business challenges they do not have the skill-set to manage.
Attorneys, accountants, and other professionals have the experience and knowledge to help founders
Economic development
manage these challengesagencies
and build– aMany statesbusiness.
successful and citiesAdvisors
trying tocan
foster
alsotechnology companies and
introduce company
jobs offer financial and logistical support to growth-stage companies.
founders to their own ecosystems of mentors, investors, talent and other advisors.
Talent – While engineering talent will likely be critical, startups often need to supplement their
founders’ skills in financial, legal, marketing or other specialized functions.
Colleges and universities – Educational institutions can provide a rich source of knowledge, with
many programs connecting entrepreneurs with key resources including labs, researchers, alumni and
startup ventures.
Enterprises – A number of large companies and industry groups have developed initiatives to promote
industry innovation and identify promising technologies. Many companies have programs to help
founders with a numbers of resources including technology, mentors and capital.
KPMG 2013 Startup Success Guide | 11

Raising
capital
Startups need access to capital to optimize their potential opportunities.
Raising capital is typically one of the first issues a startup company will need to address, and your
ability to attract investors will likely play an important role in the ultimate success of your company
and its exit strategy.
R
aising capital will typically take place in several stages (known as rounds), each of which will likely carry
different terms, conditions and milestones . equity is the most common approach to early-stage investment,
since most startups will not have enough revenue or history to attract debt financing .
Using equity to raise capital will also have important benefits in attracting and retaining talent, since many team
members will be motivated by your company’s growth potential and the possibility of equity appreciation .
Bootstrapping
The first round, often called bootstrapping, will typically come from founders’ savings and credit
cards . In addition, many founders will reach out to their friends and family members to raise their initial
seed capital .
Potential investors will expect founders to have “skin in the game,” and to have made a financial
commitment in the growth of their startup . Investors will be less likely to invest if founders have not
also taken personal and financial risks to get the startup off the ground .
Angel investors
Angel investors are individuals or groups that specialize in making early-stage investments in startup
ventures . In the United States, the Angel Capital Association has accredited nearly 200 investor groups
and more than 8,000 individual investors .
Angel investors often learn about potential investments through referrals from other investors, a startup’s
advisors, or through trade groups or networks .
Strategic investors
Strategic or corporate-backed investment funds are a growing force in the venture capital community,
with most FoRTUNe 500 companies having an internal venture investment unit . Strategic investors
partner with startups to get a front-row seat to cutting-edge technology in their market segment or
complementary industries .
From a startup’s perspective, there are a variety of advantages to working with strategic investors,
including industry guidance, market credibility, and access to their customers . In addition, a strategic
investor is likely to provide an attractive acquisition partner as the startup gains product and marketplace
momentum .

Government investment funds and grants
A growing number of states have launched angel or venture capital funds to attract businesses and promote
economic development . Startups with a strong scientific or technical focus may qualify for federal, state and
local grants designed to foster the development of new technologies and tech-related employment .
Bank financing
For some startups, taking on debt may be a more attractive option than diluting the ownership stake of the
founders or other investors through equity offerings . While traditional banks may not be a viable option for
most early-stage companies, there are several players in the venture lending space who are willing to take
more risk (for a higher return) and lend to startups .

Tax
matters
Tax compliance is a necessity. An effective tax planning strategy can add
considerable value to your business.
Taxation is a critical factor in the success and financial health of your business, and obtaining tax
advice at the earliest stages of your startup’s development is advisable to prevent early mistakes
that can have a lingering detrimental impact.
Companies should pay attention to tax-related issues in the following areas:
Registration
New businesses must, in general, apply for a U .S . Federal ID number
Registration can be effected by applying online with the Internal Revenue Service (IRS)
Registration for the following taxes should be considered:
Federal income taxes Sales tax (on a state-by-state basis)
State income taxes Property tax
Employment taxes
Depending on the nature of the business, other taxes may also apply .
It may also be necessary to register with state regulators to gain the appropriate license or permit to undertake
business in that jurisdiction.

© 2013 KPMG LLP,
LLP, aa Delaware
Delaware limited
limitedliability
liabilitypartnership
partnershipand
andthe
theU.S.
U.S.member
memberfirm
firmofofthe
theKPMG
KPMGnetwork
networkofofindependent
independent
223071
Early-stage considerations
Seek early advice on the various taxes your company may be liable for
Determine how you wish to set up the entity (for example, as a corporation or a pass-through entity)
Consider the taxation consequences, including VAT, of setting up operations or selling products
overseas
Consider the taxation consequences, including U.S. sales and income taxes, of the company’s place
of business and where personnel are located
Determine if your personnel are employees or independent contractors
Consider the tax consequences of non cash remuneration (such as share-based compensation)
Identify possible tax credits and incentives your company may qualify for
Obtain external tax advice before any acquisition or disposal
Compliance
Ensure someone is responsible for tax compliance. This is an area where an external accountant or
CPA may be of particular assistance.
Tax returns and payments of different tax types are due at various times of the year. Ensure you
understand the required tax filings and the associated payment calendar
Incorporate tax charges and payments into your budgets and financial projections

Doing business
globally
International operations and customers can create revenue growth and increase
operating efficiency
In an increasingly global economy, startups are evaluating the potential advantages of

international operations in their earliest stages. Questions about approaching high-growth
international markets are likely to emerge during discussions with potential investors.
s mobile and cloud technologies bring greater numbers of connected consumers to the global marketplace,
A acquiring and serving international customers is far easier today than it would have been only a few
years ago .
In addition, adding international operations can dramatically improve your company’s access to technical and
engineering talent . Adding team members based in international markets can provide access to a broad selection
of resources, as well as potential cost savings versus operating exclusively within the United States .

Along with considerable rewards, foreign trade can introduce challenges including tax implications, foreign
exchange risks, and other issues . While most can be resolved with careful planning, specialized advice is often
recommended when your venture approaches an international market, or considers collaborating with a business
partner located outside the United States .
Matters to be considered include:

• Corporate structure – This can help you optimize tax costs, both in the international market and on remittances .
• Transfer pricing – Specific tax rules govern the price at which goods and services are transferred within a
group structure .
• Double taxation agreements – These agreements, where they exist, avoid tax being charged locally and at
home on the same profits . They are not in place with all countries .
• Impact on staff – Is it necessary for team members to be based outside the United States? What is the cost?
What is the local recruitment market like?
• Regulation – How well do you understand local laws and regulations? Have you evaluated their potential
effects on your business and related compliance costs?
• Currency – Where relevant, can you mitigate against foreign exchange risk?
• Language, culture and business practices – The potential effects of differences should not be
underestimated
• Capital – If required, is it available locally?
In choosing a location, the above factors should be addressed, along with the following
important considerations:
• What markets does a location give you access to?
• Does an international market help you raise new capital?
• Are tax incentives available to companies establishing a presence in a given market?
• Do international companies have a history of success in the location?
• What are the costs or tax implications of leaving a location?
Remember to use your network of investors and professional advisors to provide information on potential new
markets . They can also use their contacts to open doors and make the process easier for you .
Although the potential challenges and implications need to be evaluated, international expansion can provide
tremendous opportunities for growth-stage companies to reduce operating costs and expand their markets
dramatically .
Maintainingaccounts,implementingcontrolsandassessing
audit requirements
Proper accounts are required to meet filing requirements and to maintain control
over your financial resources.
The importance of maintaining accurate accounts should never be underestimated. Current and
accurate financial information is critical for tax reporting purposes, raising capital from outside
investors, and updating investors about your company’s progress.
I
n addition, your accounts will provide critical insights into your company’s financial and operational performance
that will likely influence your strategic decisions . Financial data can also help you identify spending patterns and
improve the efficiency of your capital employment .
Other advantages properly maintained accounts would provide include:

Saving you considerable time and expense in preparing external financial statements
Helping you develop accounting policies and processes to support a better control environment
Adding value by facilitating financial due diligence for investment or exit purposes

The early stages Your financial reporting needs and requirements will vary according to your company’s
growth stage . In the early stages focus on:
Keep it simple. There may be no need for a full scale ERP system immediately after founding
Seek advice on revenue recognition, as it is commonly not appropriate for emerging technology
companies to recognize all revenue when invoiced
Completeness and accuracy of underlying records for all business transactions, including equity
transactions, are the priorities
Focus on cash forecasting to keep investors informed about liquidity
Understand and fulfill your tax compliance requirements, including sales taxes and VAT
Outsourced providers can assist with employment matters and payroll taxes
Upgrade accounting personnel and systems when the core business gains momentum and before a
major liquidity event
Controls Money will probably be a scarce resource, so controls over cash flows are critical . They will also
instill confidence in your investors . Focus on:
Monitoring and management review controls can be effective for smaller enterprises if controls are
executed with the appropriate rigor and precision to identify exceptions
Monthly bank reconciliations to ensure completeness and accuracy of cash balances
Protect systems and intellectual property from unauthorized access and use
Develop a budget to guide operations in the achievement of milestone goals from available capital
resources. Regularly compare actual results to budget.
Review expenditures before purchase commitments to minimize waste and ensure alignment with
strategic priorities
Establish standard terms and conditions for sales arrangements, with exceptions subject to
appropriate review and approval
Understand obligations and restrictions embedded in financing arrangements
Implement procedures to comply with applicable equity issuance requirements, including board
approval of stock option grants with proper support for fair-value-based assumptions
Maintaining accounts, implementing controls and assessing
audit requirements continued
Audit and filing requirements

Generally, private companies are not required to prepare audited financial statements by the U .S . or state
governments . However, some private companies are contractually required by investors, bankers, or board
members to perform an audit of their financial statements for a number of reasons, including:
Debt covenants
Preferred stock investor agreements
Good corporate governance practice
For other private companies, there is flexibility in the timing of completion of annual audits . entrepreneurs
and board members exercise judgment in deciding when to complete an external audit based on the following
considerations:
Number of years since inception
Complexity of historical transactions
Availability of resources to successfully support an external audit
Anticipated timing of IPO and M&A events
Proposed teams and costs by external auditors
While there are benefits to delaying an external audit in the early stage, it can be very difficult to complete
audits of past periods when the company begins to experience high growth .

Gearing up for an IPO
F
or many private companies, the process of going public will necessitate a fundamental shift in financial
reporting and planning . IPo candidates will need to comply with the local regulatory requirements for
their respective exchange . In the United States, this means compliance with the federal Sarbanes–
oxley Act, including certifications of financial results by officers, U .S . GAAP accounting practices, and
SeC reporting requirements .
The Jumpstart our Business Startups (JoBs) Act provided some relief for qualifying emerging growth companies
in the transition to full SeC reporting requirements . Nevertheless, investors will want to understand the
company’s history of financial reporting and business performance, so many companies will need to prepare
quarterly results of operations for recent periods and a detailed presentation of management’s discussion and
analysis of financial position, results of operations, critical accounting policies, and capital resources .
In addition, material weaknesses in internal controls will need to be remediated and disclosed . Needless to say,
this can be a lengthy and resource-intensive initiative and may be difficult to manage in parallel with the ongoing
responsibilities of the finance department .
The finance department will also require a fundamental transformation as the company prepares to go public .
Financial reporting in the public market requires companies to create and maintain strong processes and controls
that stand up to the rigors of compliance . It is also strongly advised that the finance department be staffed by
professionals with experience reporting to capital markets .
The market will also expect to see a strong and detailed financial plan, as well as robust forecasting and
budgeting capabilities . Forecasting, in particular, will be critical to the management team as it strives to provide
reliable earnings guidance as a public company .
KPKPMG
MG StaStartup
rtup SuSuccess ide | | 221
ccess GuGuide 1
Corporate governance
considerations
Strong corporate governance is critical to adding organizational value and
preparing the company for long-term opportunities.
When entrepreneurs initially focus on building and growing a company around a new product, service,
or technology, they often do not pay much attention to how their businesses will be governed. Yet, as
experienced entrepreneurs have come to recognize, good corporate governance is critical to adding
value and preparing the company for short-term challenges and long-term opportunities.
A
common misconception about corporate governance is that it is only about the board of directors . In practice,
corporate governance encompasses policies, procedures and principles that guide how the company sets
strategy, manages risk, monitors its assets and resources, ensures management accountability and financial
transparency, satisfies legal and regulatory obligations, and communicates with internal and external stakeholders .
Most importantly, corporate governance sets the organization’s tone and culture .
While there is much talk about “good corporate governance,” there is no single formula that is ideal for every
company . Factors that determine the level and complexity of corporate governance include the size and scale of the
company, the need to access capital markets, the regulatory environment, and the development stage of the business .
From the perspective of an entrepreneur seeking to build a successful company, what are the most critical or effective
governance practices? How do these practices evolve as a business matures? Given stakeholder demands for good
corporate governance at all companies, we see lenders, insurers, and venture capital and private equity investors
increasingly focusing on the governance practices of private companies—many of the SeC and listing exchange
requirements that apply primarily to public companies .
It is helpful to consider governance practices mandated for public companies that are increasingly being adopted
voluntarily by many private companies today .
Board Composition—Majority of Independent Directors

For small companies—where directors, shareholders, and management may essentially be the same—board
composition may not be an issue . As a business begins to grow, however, independent directors can play a critical role
in management debates, setting strategy, and supporting and monitoring the Ceo .
Independent directors can offer substantial benefits:
• Providing broader perspectives on business and financial issues
• offering expertise in areas such as financing, M&A, emerging technologies, international markets,
and risk management
• Providing board leadership to help instill the right tone and culture
Independent directors can also play an important role in defining the company’s path as it matures and migrates
to a more robust governance structure .

Board Committee Structure—Audit, Compensation, Nominating and Governance
Some private companies will want to consider the need for board committees—particularly the three committees that
are mandatory for public companies—that are comprised of independent directors . Many private company boards
form audit committees that play a critical role in financial reporting processes in several respects:
• Assessing and, where appropriate, strengthening the company’s financial reporting processes globally
• Helping build and oversee an appropriate control environment, including internal controls over financial
reporting, risk management and compliance programs, tax risk and reporting, and an internal audit function
• engaging and managing the external auditor relationship
Private company boards, particularly if there are outside investors, often form compensation committees
comprised of independent directors to set compensation for members of the senior management team . While
many private company boards do not establish nominating and governance committees, they often form
this committee as they begin to consider an initial public offering and the need to create a public company
governance structure .
Corporate Governance—Next Steps for Private Companies

In developing and maintaining an effective governance structure for the company, we recommend every
private company:
• Bring the right people and perspectives to the table periodically to assess the governance structure
• Identify key elements of the governance structure; for each element:
– Assess the current state
– Identify short-term (one-year) and long-term (three-to-five-year) objectives
• ensure the present (and future) governance structure meets the expectations of key stakeholders and serves as
a foundation to achieve the company’s strategic objectives

How
KPMG
can help
Venture Capital Practice
KPMG’s Venture Capital practice offers a range of services specifically designed to support venture-backed
companies as they navigate each stage of development—from idea through exit . We use our knowledge
of the VC ecosystem to help entrepreneurial ventures simplify the complex challenges of creating the
technologies of tomorrow in highly competitive industries, while also meeting diverse regulatory, compliance,
and financial reporting requirements . our VC clients collaborate with a global network of industry-focused
KPMG professionals who understand the marketplace challenges faced by startups and growth-stage
companies . our passion and mindset matches the companies we serve: entrepreneurial, hands-on, proactive,
visionary and dedicated .
Learn more at: kpmg.com/gamechanger
Technology Practice
KPMG’s Global Technology practice combines industry knowledge with technical experience to provide
insights that help technology leaders and entrepreneurs take advantage of existing and emerging technology
opportunities and proactively manage business challenges .
our professionals have extensive experience working with global technology companies ranging from pre-IPo
startups to FoRTUNe 500 companies . We collaborate with our VC practice to serve emerging technology
entrepreneurs .
Technology Innovation Center

KPMG’s Tech Innovation Center assesses the business impact resulting from disruptive technologies .
The Center connects leading global technology thinkers including entrepreneurs, FoRTUNe 500 executives,
venture capitalists and KPMG professionals .
The KPMG Technology Innovation Center is headquartered in Santa Clara (Silicon Valley), California, USA .
The global network includes China, India, Israel, Japan, Korea, Singapore, Russia, Canada,
the United Kingdom and other countries .
Learn more at: kpmg.com/techinnovation

About the authors
Brian Hughes, National Co-Leader, Venture Capital practice Gary Matuszak – Global Chair, Technology, Media &
Telecommunications
Brian is the national Private Markets Group leader and national Co-Lead for
the Venture Capital practice. With over 30 years of experience, Brian has Mr. Matuszak has extensive experience working with global technology
advised public, nonpublic and venture-backed clients across the technology, companies ranging from the FoRTUNe 500 to pre-IPo startups . He is the
biotech, software and business services industries . Brian has significant global chair of KPMG’s Technology Innovation Center and represents KPMG
experience guiding clients through all stages of their life cycle from early in a number of organizations affecting the industry . Gary has influenced the
development to securing financing, preparing for an IPo and acquisition or development of key positions on several issues that impact the technology
divestiture . Brian is a frequent speaker for the firm at IPo bootcamps as sector. He is a frequent speaker on technology industry trends and has
well as on trends impacting venture capital investment . Brian received a BS coauthored numerous tech industry publications addressing topics such
degree in economics and an MBA degree from the Wharton School of the as innovation, cloud and mobile business strategies, and C-suite industry
University of Pennsylvania. outlooks . His speaking engagements include the Stanford Directors College
annual conference and CNBC Squawk on The Street . Before joining KPMG
Conor Moore, National Co-Leader, Venture Capital practice in 2002, he was the Silicon Valley office managing partner for Andersen,
Conor is an audit partner based in KPMG’s San Francisco office and is where he led the U .S . Software practice .
the national co-lead for the Venture Capital practice in addition to the
Technology practice lead for San Francisco . He has more than 22 years of
experience providing auditing and accounting services to private and public
clients including extensive experience with venture-backed companies .
Conor’s professional experience includes serving major technology
companies and high growth venture companies such as Square, Xoom,
and Zuora as well as helping take a number of companies public including
WageWorks and Dolby. He is a licensed certified public accountant
in California and regularly provides leading guidance to technology
companies on technical accounting issues including revenue recognition,
equity accounting and stock compensation . Conor received a Bachelor
of Commerce degree and a Diploma in Professional Accounting from the
University College of Dublin .
Contributors
We acknowledge the contribution of the following individuals who assisted in the development of
this publication:
Francois Chadwick, Partner, Tax
Lisa Heuston, Marketing director, Private Markets and Venture Capital practice
Patrick Lee, Senior advisor, Audit Committee Institute
Michael Ortega, Associate director, Private Markets and Venture Capital practice
Patricia Rios, Global director, Technology Innovation Center
Jules Walker, Director, Venture Capital practice

For more information about this
publication, or about how KPMG can help
your business, please contact:
Brian Hughes
National Co-Leader, Venture Capital practice
267-256-1820
bfhughes@kpmg.com
Conor Moore
National Co-Leader, Venture Capital practice
415-963-7559
conormoore@kpmg.com
Gary Matuszak
Global and U.S. Chair Technology, Media &
Telecommunications
408-367-4757
gmatuszak@kpmg.com
The information contained herein is of a general nature and is not intended to address the circumstances of any
particular individual or entity. Although we endeavor to provide accurate and timely information, there can be
no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate
in the future. No one should act on such information without appropriate professional advice after a thorough
examination of the particular situation.
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss
entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are
registered trademarks or trademarks of KPMG International. NDPPS 223071

Foreword: Brian Hughes Conor Moore Gary Matuszak

Uploaded by

Copyright:

Available Formats

Foreword: Brian Hughes Conor Moore Gary Matuszak

Uploaded by

Copyright:

Available Formats

Table of

Brian Hughes Conor Moore Gary Matuszak

i | KPMG Startup Success Guide KPMG 2013 Startup Success Guide | i

2 | KPMG Startup Success Guide

VCs will be interested in the following information:

Market opportunity and existing competitors

Sales and marketing strategy, including pricing and distribution

Financial information, including projected sales and profits, capital requirements,

Other capital already in the company

Other advisors or consultants supporting your company

KPMG Startup Success Guide | 3

To form a company, consider the following steps:

KPMG Startup Success Guide | 5

Building a strong brand

6 | KPMG Startup Success Guide

KPMG Startup Success Guide | 7

Stationery/Letterheads Product Packaging

Advertisements Websites and Digital/Mobile Pages

Brochures and Sales Materials Business Cards

8 | KPMG Startup Success Guide

KPMG Startup Success Guide | 9

10 | KPMG Startup Success

KPMG 2013 Startup Success Guide | 11

12 | KPMG Startup Success Guide

KPMG Startup Success Guide | 13

Companies should pay attention to tax-related issues in the following areas:

Registration for the following taxes should be considered:

Federal income taxes Sales tax (on a state-by-state basis)

State income taxes Property tax

14 | KPMG Startup Success Guide

Determine if your personnel are employees or independent contractors

Obtain external tax advice before any acquisition or disposal

KPMG Startup Success Guide | 15

In an increasingly global economy, startups are evaluating the potential advantages of

16 | KPMG Startup Success Guide

Matters to be considered include:

• Capital – If required, is it available locally?

• Does an international market help you raise new capital?

• Are tax incentives available to companies establishing a presence in a given market?

• Do international companies have a history of success in the location?

• What are the costs or tax implications of leaving a location?

Other advantages properly maintained accounts would provide include:

18 | KPMG Startup Success Guide

Focus on cash forecasting to keep investors informed about liquidity

Monthly bank reconciliations to ensure completeness and accuracy of cash balances

Understand obligations and restrictions embedded in financing arrangements

audit requirements continued

Audit and filing requirements

Preferred stock investor agreements

Good corporate governance practice

Complexity of historical transactions

Availability of resources to successfully support an external audit

Anticipated timing of IPO and M&A events

Proposed teams and costs by external auditors

20 | KPMG Startup Success Guide

Board Composition—Majority of Independent Directors

Independent directors can offer substantial benefits:

• Providing broader perspectives on business and financial issues

22 | KPMG Startup Success Guide

• engaging and managing the external auditor relationship

Corporate Governance—Next Steps for Private Companies

• Identify key elements of the governance structure; for each element:

– Assess the current state

– Identify short-term (one-year) and long-term (three-to-five-year) objectives

KPMG Startup Success Guide | 23

Learn more at: kpmg.com/gamechanger

Technology Innovation Center

Learn more at: kpmg.com/techinnovation

24 | KPMG Startup Success Guide

Francois Chadwick, Partner, Tax

Patrick Lee, Senior advisor, Audit Committee Institute

Patricia Rios, Global director, Technology Innovation Center