Funding Academy Getting you investment ready

Prospectus | Summer 2020

“Welcome to the Shaw & Co Funding Academy, an intense yet inspiring programme designed to equip ambitious business owners with the knowledge, capability and

confidence to help secure investment funding.

Our modular programme allows you to extend your knowledge of the end-to-end funding process and to put

you at an advantage in front of investors.

We handpick our students based on their ambition, willingness to learn and readiness to grow their business.

If this programme is what you need, why not apply?”

Jim ShawManaging Partner, Shaw & Co

Prospectus | Summer 2020

Overview

5 daysThe programme’s modular content is split across five full days.

<=10 studentsEach cohort is kept to less than ten students ensuring you receive maximum value from the programme.

12 weeksThe programme is spread over a 12-week period allowing you time to focus on running your business whilst acquiring new knowledge.

£2,500 (excluding VAT)35 hours of taught content is delivered by industry experts and funding specialists. Free access to the Alumni programme.

Meet the challengeLearn to think more deeply and broadly about the funding process and what investors are really looking for.

Make change happenBe inspired by a diverse peer group of ambitious business leaders with the same goals and apply your new knowledge as soon as you leave the classroom.

Expand your horizonUnderstand the complexity of the funding ecosystem from a comprehensive curriculum of modules delivered by funding experts.

Build your networkDevelop your network with support, motivation and inspiration from your fellow students.

Prospectus | Summer 2020

What is it?

The Funding Academy is for ambitious business leaders who want to improve their chances of securing funding to grow their business.

The core programme is designed and led by funding and industry experts to get you investment ready. It offers an immersive learning experience that develops your understanding of the investor market and the different types of funding available.

Through a combination of applied learning, group work and roleplaying, you will acquire the tools and confidence to flawlessly pitch your funding plans to investors.

Assignments are issued to test and apply your understanding and will be used to perfect your own pitch deck.

How much will it cost me?

The programme fee is £2,500 (excluding VAT). Successful applicants will be invoiced for the full cost during the on-boarding process (please see terms and conditions for more details).

You will receive around 35 hours of taught material and have access to support which is split over five programme days. The full programme runs over a total period of twelve weeks.

This format allows you to immediately apply your new knowledge whilst maintaining focus on running your business.

Prepare for your growth journey

By being part of a diverse cohort of ambitious business leaders, our learning environment gives you the support, confidence and optimism to achieve your growth goals.

Programme outline

Prospectus | Summer 2020

Key Programme Dates

The summer 2020 programme days are scheduled as follows:

Day 1 – Wednesday 3rd JuneDay 2 – Wednesday 24th JuneDay 3 – Wednesday 8th JulyDay 4 – Wednesday 29th JulyDay 5 – Thursday 3rd September

Entry requirements

>£1mYour business must have a minimum turnover of £1m or demonstrate strong traction.

20%Your business should show at least 20% year-on-year growth over the last 3 years.

>£1mYour funding needs must exceed £1m.

SectorOur programme is open to businesses from any sector.

Ambitious foundersWe only enrol business owners with a genuine ambition to grow their business.

Thirst for knowledgeSome business owners think they know it all – in our experience many don’t! We select those who are willing to challenge and deepen their existing knowledge.

Ready to growYou should be thinking about your growth strategy and be ready to secure funding within 18 months of programme completion.

Active engagementThe students who get most value from this programme are the ones who actively engage with the taught content, the teaching experts and their peers.

Prospectus | Summer 2020

“When seeking funding to grow their business, many leaders lack the essential knowledge about the funding landscape, building a pitch that meets investors expectations, and which type of investor

to go to. We understand these challenges and that’s why we offer the Funding Academy.

Our comprehensive programme provides you with the knowledge, skills and confidence to get you investment ready. Our funding experts deliver pragmatic learning that you can apply to your

business as soon as you leave the classroom. We look forward to welcoming you.”

Jane LamperFunding Academy Manager

Prospectus | Summer 2020

Programme journey

AcceptanceSuccessful applicants will ne notified by the Funding Academy Manager. An invoice for the programme fee will be issued for payment within 21 days.

Onboarding processYou will start receiving communications about the programme, its cohort and an invoice for programme fees.

Programme startYour funding journey begins with 5 study days spread over a 12-week period.

Applications openApplications will be made via our website with spring, summer and autumn programmes.

Business diagnosticSuitable applicants will have a 1:1 interview to discuss their application and funding needs.

SubmissionYou will need to complete an application form and submit your most recent pitch deck and financial statements.

Cohort selectionShaw & Co review submissions and make cohort selection.

Week 28Week 16Week 12Week 9

Week 8Weeks 5-6Week 4Week 0

Investment ready!You are now ready to apply all your knowledge and seek funding from investors.

Prospectus | Summer 2020

Day 1 Day 2 Day 3 Day 4 Day 5• Welcome • Welcome & recap • Welcome & recap • Welcome & recap • Welcome & recap

• Getting to know you • Building a sustainable competitive advantage

• Financial modelling for CEOs

• Secrets of a successful board • Elevator pitch

• Pitfalls of pitching • Building a brand your customers will love

• Key performance indicators (KPIs) • Talent acquisition • Pitching with confidence

• The funding landscape• Understanding your

customers & their pain points

• Using your model effectively • Governance • Route to investment

• Vision for success • Determine your winning zone

• Non-dilutive funding -Grants & tax credits • Pitch deck build • Mock investment panel

• Assignment issued • Promoting your offering • Meet a VC fireside chat • Assignment issued

• Assignment issued • Assignment issued

Your study commitment

Total on campus study material 35 hoursAssignments (off campus) 8-20 hours

Taught modules

Prospectus | Summer 2020

“It's been fantastic to be part of a cohort of ambitious leaders who are all

at a similar stage of growth. There's lots to learn from each other and the

content for the workshops is well thought out. I've been impressed by

Shaw & Co's approach to add value to the scale up ecosystem.”

Saf NazeerCo-Founder & CEO Helpfulpeeps

(2019 Funding Academy Programme)

Prospectus | Summer 2020

ProgrammeDay 1Learning objectives

Day 1 begins with programme orientation, setting expectations and running through the syllabus. A group exercise will help you to get to know your peers and begin making bonds. You will also be exposed to some real-life examples of how not to pitch to investors.

The Funding Landscape module introduces you to the differences between debt and equity fundraising, Seed, Series A, Series B and beyond. The module also covers dilution and transaction considerations as well as exposing you to the different types of investors and their expectations.

The afternoon focuses on the highly interactive Vision For Success module where you will focus on defining and developing your value proposition and vision statement. You will learn about the brain science behind persuasion and how to tell your business story to investors.

Welcome• Why we’re running the programme• Programme objectives• Programme syllabus• What’s in it for you• Expectations exchange

Getting to know you• Group exercise

Pitfalls of pitching• Real life examples• Elevator pitches

The funding landscape• Types of investors• Raising investment in the current market• Investor expectations

Vision for success• Understanding your brand• Building your value proposition• Developing your business vision• Addressing the three agendas of leadership

Total study time 7 hours

Assignment Yes (2-4 hours)Lear

ning

Mod

ules

Prospectus | Summer 2020

ProgrammeDay 2Learning objectives

Defining and articulating your market, your position in it and why your brand will win is essential for potential investors. Day 2 focuses on strategic marketing modules where you will be challenged to think differently about your own business proposition.

You will reflect on the strengths of your own business and how you can leverage “brand power” to generate a sustainable competitive advantage. You will apply marketing models to your own business, evaluate your competitive approach and what persona your brand should carry.

During the day you will think deeper about your market, the customer “pain points” you're trying to solve and the wider competitive landscape. You will be introduced to strategic models that will help develop your own business strategy.

The day concludes by focusing on how you get your proposition to market. You will learn about different market models, the promotional mix and how to build and nurture a sales pipeline.

Welcome• Recap & group exercise

Building a sustainable competitive advantage• Brand strategy roadmap• Situation analysis• Leveraging brand power• Brand strengths

Building a brand your customers will love• Establishing your market bond and brand persona

Understanding your customers and their pain points• Market segmentation, functional and emotional

needs, who is the enemy, customer benefits ladder

Determine your winning zone• Differentiating your proposition against your

competitors

Promoting your offering• 7P’s and the marketing mix

Total study time 7 hours

Assignment Yes (2-4 hours)Lear

ning

Mod

ules

Prospectus | Summer 2020

ProgrammeDay 3Learning objectives

Day 3 focuses on the investor’s perspective on the numbers. The modules will prepare you to withstand investor scrutiny on what’s driving your revenue, the historics of your figures, your approach to forecasting, as well as robustly demonstrating where your growth will come from.

We explore what KPIs investors consider when making their investment decisions. The Financial Modelling module takes a forensic look at your current model and will expose you to good and bad modelling.

In the afternoon you’ll learn about non-dilutive funding options, understanding how this differs from and augments investment raises, and when is the best time to think grants and tax credits. You will gain an awareness of funder requirements, how to derive the most value from a disciplined approach and ways to fundamentally improve your chance of success.

The day concludes with an informal session with a Venture Capitalist. You will hear anecdotal tales of what it’s like on “the other side of the fence”. This engaging session gives you the opportunity to ask those awkward questions that you’d never dare ask at your investment meetings.

Welcome & recap

Financial modelling for CEOs• Why you must understand your financial model• Understanding the construct of a model• Good versus bad modelling• How to ask your accountant the right questions

Key Performance Indicators• Identifying your KPIs• Building your model from KPIs up• Benchmarking your industry

Using your model effectively• Measuring your predictions against results• Early warnings and covenants• What investors measure

Non-dilutive funding - Grants & Tax credits• The non-dilutive funding landscape• Integrating the right approach at the right time• Proven approaches to success

Meet a VC• This is a ‘fireside’ Q&A with a Venture Capitalist

Total study time 7 hours

Assignment Yes (2-4 hours)Lear

ning

Mod

ules

Prospectus | Summer 2020

ProgrammeDay 4Learning objectives

Day 4 will introduce you to the challenges of building your board and talent pool. The management team is a key consideration for any investor and articulating how you are building and managing your senior team can be the difference between raising finance, or not.

You will learn best practice on growing your board including when it’s the best time to appoint a Financial Director, typical board lifespans and finding the right chemistry between board members. The Talent Acquisition module exposes you to the challenges of hiring good people and the differences between using internal and external resources to acquire new talent.

The afternoon modules focus on how to protect your business from a legal and HR perspective. You will learn what policies and terms of business need to be in place to avoid costly legal disputes.

The day concludes with a forensic dissection of the pitch deck. You will be exposed to a variety of decks and you’ll quickly understand what a good deck should look like.

Welcome• Recap & group exercise

Secrets of a successful board• Why you need a board• Who the board is for• What does a board look like• How you build an effective board

Talent acquisition• Challenges of hiring good people• Retention as you scale• Culture as you scale• Quantity versus quality

Governance• Term sheets• Risk registers and mitigation• Employment manual & HR policies• Mitigating disputes

Pitch deck build• Dissecting the pitch deck

Total study time 7 hours

Assignment Yes (2-4 hours)Lear

ning

Mod

ules

Prospectus | Summer 2020

ProgrammeDay 5Learning objectives

Day 5 is the final day of the programme and all modules focus on the pitch. All of the modules to this point will have helped you to hone your proposition, financial numbers and pitch deck.

Pitching With Confidence introduces you to the psychology of pitching. You will understand the science of presenting which includes how you use your voice, body and behaviour to articulate your proposition to an investor.

The Route To Investment module expands your knowledge on the numerous pitfalls many business leaders encounter on their funding journeys. You will gain the best guidance on how to avoid common mistakes, setting out your funding timetable and how to close the deal.

The programme concludes with a highly engaging Mock Investment Panel. You will be put under pressure in a realistic pitch situation to practice everything you have learned on the programme. You will receive constructive feedback and this experience will help you to hone your pitch presentation to showcase your business in its best light.

Welcome• Recap

Elevator pitch• Group exercise

Pitching with confidence• Influencing others• Being an effective communicator

Pitch practice• Honing your pitch

Route to investment• Deal closing preparation• Setting out your funding timetable• Avoiding the pitfalls

Mock investment panel • Safe practice with Investment Directors / VC• Constructive Feedback

Total study time 7 hours

Assignment Yes – Investor Readiness Post-ProgrammeLear

ning

Mod

ules

Prospectus | Summer 2020

“I have found the Academy workshops incredibly valuable – providing great insight

into what investors would look for in a growing business and what they measure to

ensure it is growing fast and profitably!

I have also found being with the Shaw & Co team and the other business leaders

incredibly interesting and motivating. The ideas and energy in the room are fantastic!!”

Claire FraserManaging Director, Crossover Technologies

(2019 Funding Academy Programme)

Prospectus | Summer 2020

Your route toInvestmentUpon completion of the Funding Academy programme, Shaw & Co will invite the businesses that are most investment ready to work with us more formally. For those businesses, we will add our full weight of experience and reputation behind each investment opportunity to achieve the funding you desire.

At Shaw & Co, we pride ourselves in the curation of high-quality deals. It is our responsibility to present to investors the businesses we feel most confident about. We only work with business leaders who are fully committed to the process of raising funds.

If invited, you will be offered the chance to showcase your investment opportunity through Shaw & Co’s extensive investor network. Through our fully advised and managed fundraising process, we offer bespoke transaction support and deal arrangement through our network of 700+ lenders, funds, family offices and HNW networks.

Whilst there is no obligation to use our services, if you choose Shaw & Co to support your funding journey, our standard fees will apply.

Prospectus | Summer 2020

“The businesses Shaw & Co hand-picked to be part of the Funding Academy all showed immense potential

and I was impressed by the quality of the founders and their pitches to the panel.”

Harriet RosethornInvestment Manager, Puma Private Equity

Prospectus | Summer 2020

Programme supportAccess to Shaw & Co one-to-one support

For the duration of the programme, students will have access to Shaw & Co’s experts and the wider teaching team – on a ‘fair usage’ basis. Support can be arranged through the Funding Academy Manager.

Your peer group

A highly valued programme benefit is that you will be engaging with like-minded entrepreneurs seeking similar funding goals. The Funding Academy enables you to extend your network, build close bonds and to continue on-going peer-to-peer support.

Alumni programme

Our Alumni programme is open to all graduates of the Funding Academy. This offers exclusive and free access to networking events, seminars and Shaw & Co’s investor network. Details of the programme will be communicated by email and on the funding academy website.

Prospectus | Summer 2020

“The Funding Academy is a superb programme that helps to clarify your growth intentions.

Working with like-minded leaders in a supportive environment, we’ll help you to

create a clear route to growth whilst focusing on the skills and behaviours that will get you there.

This highly interactive programme is like no other. It’s engaging, fun and guaranteed to turn

your ambitions into a reality”

Lily NewmanProgramme Teacher | Behavioural Strategist

Founder - Morgan James Consulting

Prospectus | Summer 2020

How toapplyRequirements

The Funding Academy is for ambitious business leaders who are planning to secure Series A funding (>£1m) in the next 6-18 months and can demonstrate strong traction. Applicants who are not a founder of an existing business are not eligible for the programme. The programme fee is £2,500 (excluding VAT).

Applicants will be required to complete an application form, submit their most recent investment pitch deck and their latest financial statements. Successful applicants will be required to agree to our terms and conditions which will be issued during onboarding.

Campus

The Funding Academy is run by Shaw & Co at 22-24 Queen Square, Bristol BS1 4ND. See next page for campus details.

Admissions process

1. Applicants can apply via the website at this address: shawllp.co.uk/fundingacademy/apply

2. All applicants receive an acknowledgment of receipt within 48 hours of their submission. You will then be requested to submit your most recent pitch deck and financial statements.

3. Suitable applicants will be invited to a telephone, videoconference or face-to-face meeting to discuss their application.

4. The cohort will be built by Shaw & Co’s selection panel.

5. Successful applicants will be issued an offer letter and an invoice for the programme fee by the Funding Academy Manager.

Application deadlines

We run three programmes each year in February, June and September. Application deadlines will be published on our website and social media.

We recommend that you apply as far in advance as possible. Our application window is open for 8 weeks. All applicants will be informed two weeks after the application window closes.

Prospectus | Summer 2020

BristolCampusThe Funding Academy is delivered from Shaw & Co’s Georgian offices in the magnificent Queen Square in the heart of Bristol. The campus address is:

22-24 Queen Square, Bristol BS1 4ND

Getting to us by rail

Bristol Temple Meads railway station is easily accessible from many parts of the UK rail network. Licensed taxis operate from outside the station and the journey time is 5-10 minutes. Alternatively, if walking from the station, the campus is a 15-20 minute walk along Redcliffe Way and the Redcliffe Bascule Bridge.

Getting to us by car

There are several large capacity car parks within a 5-minute walk of the campus, we recommend:

NCP Queen Charlotte Street (BS1 4ES)The Grove (BS1 4RB)NCP Prince Street MSCP (BS1 4QF)Millennium Square Car Park, Canons Way (BS1 5LL)

Prospectus | Summer 2020

Contact usFor any questions relating to the Funding Academy please contact the Funding Academy Manger during office hours Monday – Friday 9.00am to 5.30pm:

FundingAcademy@shawllp.co.uk

@ShawCoLLP

Shaw & Co

0117 325 8503

shawllp.co.uk/fundingacademy

To find out more information about the Funding Academy and when enrolment opens, please refer to our website or follow us on social media:

Jane LamperFunding Academy Manager

Prospectus | Summer 2020

Terms &Conditions

Prospectus | Summer 2020

Attendance policy

Your peers are relying on your attendance to get the most out of the programme. If there is an unavoidable circumstance meaning you will be unable to attend any of the taught sessions, we request that you inform the Funding Academy Manager as soon as possible.

On occasion it may be appropriate to send an alternative representative (e.g. CFO to the finance session). If this is your intention, please inform the Funding Academy Manager in advance by email at FundingAcademy@shawllp.co.uk or by phone on 0117 325 8503.

Privacy policy

For our full Privacy Policy please refer to: shawllp.co.uk/privacy-policy

Programme fee

The Funding Academy programme fee is £2,500 (excluding VAT).

Successful applicants will receive an offer letter and an invoice for the programme fee. To secure your place on the Funding Academy, you must pay the fee in full within 21 days of receiving your offer letter. If there is an unavoidable circumstance meaning your payment will be delayed, please inform the Funding Academy Manager in advance by email at FundingAcademy@shawllp.co.uk or by phone on 0117 325 8503.

Paying the fee commits you to the programme. Once paid, if you decide to withdraw from the programme at any stage, you will not receive a refund.

For our full terms and conditions please visit: shawllp.co.uk/fundingacademy/terms-conditions