Entrepreneurship · Management

Equity Share for CEO w/ No Salary

Craig Reid 15 yrs tech sales and bus dev. VC and co-founder.

October 24th, 2017

I’m bringing the business leadership to a technical cofounder who has agreed to bring me on as CEO.


Does anyone know of resources for industry standards for the fair equity split that he would give me?


The company is almost pre-revenue. There are a few customers but nothing systematic. There is no salary, so the role is very close to Co-Founder.

Tim Huelskamp Principal at American Capital

October 24th, 2017

Check out Slicingpie.com

Protagonist Founder

October 24th, 2017

I don't have an answer for you and in fact I am in a similar situation but reverse. I am the Founder and CEO taking on a technical cofounder. However, I have heard that the book Slicing Pie is an excellent resource in this regard. I just ordered my copy yesterday. Read up on some of the reviews.

Roger Brown International Business Leader, Technology, Oil and Gas

October 24th, 2017

I am a co-founder CEO with an Equity compensation plan. I endorse Tim Huelskamp suggestion to look at and become familiar with Mike Moyers "Slicing the Pie" methodology. It is a solution for a lot of fixed equity split nightmares.


Dynamic equity splits are the fairest approach for all parties now and in the future.

Shivam Tiwari Founder @ Shemari.com | Women's Apparel Store

October 25th, 2017

Craig, I would be up to help but honestly, stop looking for a technical co-founder. Start coding in your free time there are many resources on Internet that'll help you learn the best of coding without prior CS/IT knowledge.


If you're starting a site go for Wordpress and collect emails through mailchimp, it's beginner friendly and doesn't require any coding experience at all.


If you want an attractive website and not a Wordpress one. Choose one platform among many consisting of Squarespace, Weebly, & Wix. If you wanna sell online, use Shopify. (If you're up for Shopify, i'll guide you through as I'm already operating a business on it).


Still if you want someone to code for you, hire a freelancer and ask your technical friend to help you out with how much average time would it take to complete the code.


The best part of doing all of this?


No NDAs to “tell you my idea”.


Be conservative with your equity. One of the easiest ways to scare off a technical co-founder is to offer 50% of your company in an initial email or meeting. Freelancers in particular take this as a sign of your trying to get free labor. 50% of nothing is still nothing.


Early on, ask for advice rather than employment. You’re better off getting your foot in the door with good people than alienating them with a hard-sell approach. Share your progress, ask good questions and keep in touch. :)


Kevin Carney Content Marketing works, but needs better tools.

October 25th, 2017

Check out Slicing Pie by Mike Moyers. It's very well designed. Very fair. Kevin -- Kevin Carney 512-256-6492 650-444-1318 kevin@organicgrowth.biz organicgrowth.biz Facebook: https://www.facebook.com/Organic-Growth-561258924006720/ LinkedIn: https://www.linkedin.com/in/kevinbcarney Twitter: https://twitter.com/kevinbcarney

Dane Madsen Organizational and Operational Strategy Consultant

October 25th, 2017

I have been in this situation. Stand back from the personal point of view and look at it as an outside investor would: They invest in teams, not technology and need to know the right incentives are in place to keep leadership at the firm. They know the technology will change, revenues early will be elusive and sparse, so a CEO that can drive vision, mission, and ambition is key to success. This is the person ultimately responsible for all the bad and good decisions while minimizing the drama and distractions, grasps the nuances (including the mundane of all strategy including sales, marketing, finance, accounting, IP, HR, legal, among others) of the business that exists only to support the technology, and with the ability to change (and sell that change) the direction when needed, build and promote the story, and inspire the team. Legend has it 9 of 10 startups fail to get funded. If true, 5 of those 9 fail because the company cannot tell a story or build confidence that leadership has the tools and grasp of reality (versus "really cutting edge technology" that may never generate revenue) to evolve the product/market fit when needed. A CEO with no current income and no vested equity is a flight risk. In an equity-only startup, they need to know that the CEO, assuming this is a person that has moved the company from pre-to-current revenue, responsible for all a CEO tasks and backed up with the skills to perform them, needs to have strong ties to the firm. This does not have to be vested equity at the outset, although there should be an offset for you should the controlling shareholders change their mind (meaning, if you do not vest equity, they owe you cash at termination - this can be an "accrued salary" format) but it has to be meaningful to give comfort to outsiders you will be there when things get rough, because they will get rough. You also need to be very clear when you do start getting salary, if even modest. If not, particularly if you are not controlling a Board, you can be cannon fodder. A mistake I made once was not insisting to be a permanent member of the Board as CEO. This was a bad decision (among others) on my part.

Denis duNann Co Founder at Hempworks Ventures

October 25th, 2017

Most important:

Does the founder want you as a co-founder or an employee? This would answer your 'range' of equity. You say the company is pre-revenue but "there are a few customers". Customers are only 'customers' if they pay you, beta testing a concept is something very different. No financial commitment, but potential customers. Without any commitment of revenue, only a concept being tested, and a founder that wants a partner: 60/40 is a start. If the founder wants to hire a CEO to operate the company, 20% is a start. Lots of other questions remain regarding potential funding dilutions and benefits.

Lientjie Maritz Human resources, Office management, Project planning, Staff training, Logistical, Event planning

October 25th, 2017

"The company is almost pre-revenue. There are a few customers but nothing systematic. There is no salary, so the role is very close to Co-Founder." This does not sound very promising.