Finding cofounders · Equity

What percentage of the company should a marketing cofounder be entitled to?

Boris Tkachev Empowering Business - Customer Communication Via SMS

May 5th, 2015

Currently i am shopping for marketing cofounder and I was approached by a marketing person who offered to handle all of the marketing and bus development for an exchange of 50% of the company.

I was thinking to agree, but now i am thinking to offer a trial period where he should bring some sales before hand and only then possible offer 50%. Or What are other safe ways to handle marketing efforts with cofounder?

Mitchell Portnoy Healthcare Information Executive

May 5th, 2015

That's a LOT of equity to demand.  If this person is going to be CEO and President and is committed to your project as you are - then perhaps this might be (more or less reasonable).  But what of other founders - key employees to come?  Shouldn't you reserve equity for them as well?

Tim Kilroy Analytics - LTV - Boosting Profits - Digital Marketing

May 5th, 2015

VESTING. If you think that he is worth 50% of your company, then go for it - except that the 50% vests over 4 years and nothing vests until he has been there a year (so on day #366, 25% of his options "vest" - that is. he can purchase them at their value when he started) but that gives you 1 year to figure out if he is worth the equity share...

Andrew Grubb Head of Innovation at Mercer

May 5th, 2015

Simple: slicing pie by Michael Moyer.  Although dynamic equity may not be for everyone, its concepts are founded on fair and equitable treatment based on the value that individuals bring to an organization (startup).

If somebody 'demanded' 50% equity to join my business, I would struggle to not find that offensive.  Keep shopping Boris, you'll find quality people easily.

F. Fortune Managing Director at Pristino Foods

May 5th, 2015

Boris; Marketing is NOT sales. Marketing (hopefully) begets sales. The smart way to to counter his offer is to give him/her a wholesale cost on your product or service with support materials et. al. and let the marketer keep 100% of his selling price. Let him create a separate company (LLC) for his marketing and sales efforts and you keep 100% of your company. His success is them based on his performance without involving an unproven entity inside your company. This is an arrangement that I have not only used in the past (because the concern cuts both ways) but am currently finalizing as we speak. You have to ask yourself why a "marketer" would want a percentage of your company when he can have 100% of his own. You will need a binding agreement, in any case, that is both a nondisclosure and a non-compete to allow you to seek remedy if he goes sideways on you. 

Peter Mansfield Accomplished marketing pro focused on user acquisition, partner development and branding in venture/tech

May 5th, 2015

That's way over the top. I'm a startup marketing specialist. I get in very early, and work for equity/cash. Single figures is more realistic!

Trevor Power Business Development Manager at Warwick Ventures Ltd.

May 5th, 2015

Definitely read Slicing Pie as recommended by others above before you agree to a deal.


May 5th, 2015

Hi Boris - that's an enormous amount. So many factors about your business will determine my response, but unless you really want this person to be everything, don't expect to take on many other people, then MAYBE 20. But start thinking below 10%. Of course, that's an answer outside of knowing anything about your business.

Remember, most CMOs last 2 years.
Also remember about dilution. You keep 50% now, you do a couple of rounds, you miss a number, you do a round, you aren't left with much at all.

David Fridley Founder at Synaccord

May 5th, 2015

Pay for performance, pay for milestones, vest it, but don't just sign it over.  I am considering  a grunt fund. See I would love to hear from anyone who has done it.

Tedd Abramson Founder, CEO at ZeroTruck Corp.

May 5th, 2015

Boris, I would take the vesting approach.  Its critical that you maintain control over your vision in these early stages.  If you get the right person, then it may be worth it, but you won't know that until after you gave away so much equity.  Vesting lets them earn through milestones decided at the start of your agreement.  If they kill it for you, then they are protected, if not you can move on with only what they earned through the vesting agreement.  I would also really get to know know the person and if you see red flags, keep searching.  Good luck!

Vanessa Ferragut

May 5th, 2015

50% a huge chunk. I would be floored if anyone approached me asking for 50% of my company just to do marketing. Keep in mind that marketing is not the same thing as sales. It may (or may NOT) lead to revenue generating opportunities.

Amounts of equity that large really need to be reserved for your co-founders or someone devoting just as much time (and money) to your business as you are.

I made the tragic mistake in giving away too much of my company early on to someone who did nothing for us. It was a lesson I had to learn though.

If you decide to give away this much I would suggest that you do it little by little, and most certainly set up KPI (key performance indicators) that identify tangible targets that must be reached before equity can be released.

Here's a great article. In this example they give their marketing firm 15% at the beginning with the option of 30% upon the completion of some milestones. Never does the idea of half (50%) of the company come into play.