BioLumix: Investing Your Own Money First

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Ruth and Gideon Eden demonstrated their commitment to BioLumix by investing their own money first. This commitment along with a compelling story and proven track record from a previous start up helped them convince angel investors to provide funding to bring BioLumix's products to market.

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For Ruth and Gideon Eden, BioLumix is their second startup. They began their careers as employees. As they found their jobs buffeted by corporate takeovers, they decided to launch their own businesses in industrial biology. The first business succeeded well helping them establish a track record in the venture community.

In this segment, we continue our Financing Innovation series by focusing on how they used angel investments to fund their current startup. Angel investors are individuals who typically contribute less than $1M to a company's capital. Highlights include:

  • An important motivation for Gideon and Ruth was maintaining control of their company. Because angel investors put up less capital, they are willing to accept a smaller ownership stake.
  • Angels also look for less risky investments than venture capitalists who can spread risk over a larger investment portfolio. As a result, angels are less likely to push a company take business risks that might lead to very high payoffs but also carry a significant chance of failure.
  • In Gideon and Ruth's perception, angels value the following items when considering whether to invest: a compelling story, a good track record for the management team, commitment from the management team often signaled by the team investing their own money first.
  • BioLumix has signaled to its investors that it expects to sell itself in five years to a larger company.

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5 Comments

Eric Frasier on November 11, 2008 2:04 PM
I found this interview to be quite insightful in the fact that the founders were very up front about this being a five year project with the ultimate goal being to sell the company off to a larger bio-tech company. Ruth and Gideon offered some good insight on what investors were looking for in their type of operation and the reasons that they chose Angel investors over Venture capitalists. Their need to maintain control of their company and being able to see it through to the goal of selling it off is one of the reasons that I am interested in owning my own company. One of the things that they really hit on that we had discussed in class was investing their own money first to getting a working model to make investors more comfortable with investing with their company. Overall a good interview and I am going to watch to see more of their story. If I could ask them one question it would probably be where they started looking for investors and what types of information did they make readily available to them. This may have been answered in another interview, but I would find it very interesting if they would elaborate further on how to find investors.
Denise Dublin-Green on November 15, 2008 3:28 PM
Your interview about BioLumix was very informative. Noted was your expertise in the field of microbiology which would allay investors’ fears because you have reduced the technical risks by making your own prototypes. The fact that you invested much of your own money shows that you have confidence in the products and that you are willing to go all out to make it work. This is very inspiring for those that are experienced within a field and want to strike out on their own. Using “angel” investors to finance your businesses seems to be a good fit for the company. It was mentioned that some of the investors on the old company are investors with BioLumix. This is great because it shows that your management team is effective unlike nearly 80% of other companies financed by angels. Noted too was your ability to keep control of the direction that the company is moving with the angel financiers, they have limited control. While viewing your website I was wondering if you had the opportunity to look into alternative sources of financing your venture. Since the products are geared around the safety of products for human consumption in the food, beverage, cosmetic and toiletry, nutraceutical, pharmaceutical industries perhaps there are sources for government financing. The U.S. Department of Agricultures’ Rural Business-Cooperative Service maybe a source as BioLumix creates jobs in manufacturing and testing. Your company also seems that it would more than qualify as a research and development company. This standing could be used to seek funds from the Small Business Innovation Research Program. Grants are available through this program from federal agencies to provide capital without taking on a lot of debt. Another positive point in your interview is that of an exit strategy to sell the company in five years. Most likely having to switch jobs often affected your ability to cope so well with change. I think that it is very prudent to have a strategy in place both for managing as well as the stakeholders in the company. By being up front about the goal of the company it gives creditability to you and builds confidence in the investors that when you are ready for the next venture they will be willing to invest. (USDA) http://www.rurdev.usda.gov/rbs/ (SBIR) http://grants.nih.gov/grants/funding/sbir.htm Thanks for the inspiration Denise Dublin-Green
James Godre on November 17, 2008 1:19 PM
Ruth and Gideon Eden display a very confident approach to attracting angel investors in their second start up venture. They demonstrated knowledge in their industry since they had both held careers in the industry prior to their first startup. In my opinion, they used the loss of their previous jobs as fuel for their entrepreneurial creativity. They were able to transform their prior knowledge along with smart business tactics to create a biological company that almost seems failsafe. The Edens used a successful first start up venture, their own money, their own technology and angel investors to create a company in which they were in control of. The use of angel investors in this type of venture was very intriguing. They used a good track record and their own money to remove technical risk from the company, which made the company very appealing to angel investors. If the Edens would have had to resort to venture capitalists , they would have most likely lost some of their control. I feel they had very good execution of finding the right investors that met their needs. The Edens also stated that their investors received at least double return on their money. The framework also seemed very well layed out as they had projections for expansion and sale of the company was expected in five years. The investors were also notified that sale of the company was part of their future plans. I believe this up front approach is going to allow them to get these same investors to reinvest in future ventures, which is a very valuable resource. I am curious to see how things progress in the future in relationship to the company's plans. It looks very promising and I feel the development of their own technology in this field will also play a key factor in their success.
Jennifer Ahlers on November 18, 2008 11:49 AM
Wow, I all I can say is that they both seem extremely organized and knowledgeable of their business and the product. One think I see from doing research on entrepreneurs is the businesses know how that goes behind start up companies. I like how the Eden’s were able to put up their money first, this was very smart. This way they didn’t have anyone else to pay back or pay interest to. They were also able to send their money on the technical part of the business. I also enjoyed how they were so confident in their angel investors. They really appreciate all the help they have received and were not scared to give up some ownership of their company to succeed in the overall picture. I would also like to point out that when they were looking for a company to buy they found one with a great reputation that had been around for over 100 years. I am sure this made it easier for them to continue on with their ventures. I think that their company is a prime example of what it takes to have a successful business. Jennifer Ahlers
Dave Howard on November 24, 2008 3:39 PM
The first thing that got me is that these two know exactly how to get the funding they need and where to find it. I was amazed how much they knew about angel investors and what type of investments they look for. I liked how they were just trying to repeat their first venture by selling this one when the time came. Both Ruth and Gideon Eden are very intelligent people and it shows through this interview. They have thought long and hard about BioLumix. They have what seems to be a flawless business plan from top to bottom, or from start-up to exit if you prefer. I think due to the fact that they are so versed in the world of microbiology, investors are more likely to invest with Edens. having repeat investors probably doesn't hurt either. I find their story to be one of notability and how they came to have control of their own jobs they would have to go to work for themselves. As Ruth, said, "They are looking for a compelling story." She was referring to angel investors. Another thing that I liked was that they put most of the risk on themselves by investing their own money first then talking to other investors. My question to the Edens would be something along the lines of asking what their next project will be after BioLumix and if they will just sell again. -Dave Howard

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