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How to Create the Next Facebook: Seeing Your Startup Through, from Idea to IPO Copyright © 2012 by Tom Taulli All Rights Reserved

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How to Create the Next Facebook: Seeing Your Startup Through, from Idea to IPO Copyright © 2012 by Tom Taulli All Rights Reserved BOOKS FOR PROFESSIONALS BY PROFESSIONALS® TAULLI HOW TO CREATE THE NEXT FACEBOOK Seeing Your Startup Through, from Idea to IPO HOW TO CREATE THE NEXT FACEBOOK Facebook is, far and away, the single most documented company of the 21st century. But despite the extensive coverage that has been given to the company in the years since founder Mark Zuckerberg fi rst took Facebook live, one question remains unanswered: How, exactly, did a college student take a relatively simple idea and then, less than ten years lat- er, turn it into one of the most successful startups the world has ever seen? In How to Cre- ate the Next Facebook, tech guru Tom Taulli answers this question and in doing so reveals the step-by-step process that built Facebook into the dominant company that it is today. Regardless of what stage of development your startup is in, How to Create the Next Facebook provides you with the clear, compelling, and ultimately actionable advice you need to replicate Facebook’s startup success story. You’ll learn how Facebook handled the very same situations your startup is confronting—from how it arrived at its mission state- ment to what its priorities were during its talent search process—before gaining access to all the concrete, practical guidance you need to make the right decisions for your company. And, of course, because Facebook didn’t get everything right at fi rst, Taulli painstakingly details the company’s most costly mistakes so that you can arm your company against the various challenges that threaten to sink even the very best startups. An indispensable blueprint for those who are ready to start building their own great business, How to Create the Next Facebook teaches you how to: • Capitalize on the Facebook phenomenon and understand how top startups are built • Uncover innovative ways to boost your startup’s growth and learn the importance of developing multiple revenue streams • Navigate your way through the startup fi nancing process, from angel funding to IPO • Protect yourself, your company, and your intellectual property from the competition • Create a sustainable and profi table company with long-term growth prospects Filled with practical, compelling advice that will benefi t any would-be founder or budding entrepreneur, How to Create the Next Facebook proves that Facebook is more than just a fun place to catch up with old friends: It is the ideal model to follow for those who are ready to build the world's next great startup. Companion eBook US $29.99 Shelve in: Business/Entrepreneurship www.apress.com For your convenience Apress has placed some of the front matter material after the index. Please use the Bookmarks and Contents at a Glance links to access them. Contents Foreword �������������������������������������������������������������������������������������������������������������������������������������v About the Author �����������������������������������������������������������������������������������������������������������������vii Introduction ����������������������������������������������������������������������������������������������������������������������������� ix The Mission ������������������������������������������������������������������������������������������������������� 1 Legal Structure ����������������������������������������������������������������������������������������������� 13 The Product ���������������������������������������������������������������������������������������������������� 29 Raising Capital ������������������������������������������������������������������������������������������������ 45 The Pitch ��������������������������������������������������������������������������������������������������������� 63 Deal Terms ������������������������������������������������������������������������������������������������������ 81 Go-to-Market ������������������������������������������������������������������������������������������������� 95 The Financials �����������������������������������������������������������������������������������������������105 The Business Model ������������������������������������������������������������������������������������121 Being a Great CEO �������������������������������������������������������������������������������������131 The Team �������������������������������������������������������������������������������������������������������137 M&A ����������������������������������������������������������������������������������������������������������������147 Chapter 13: Selling Your Company ���������������������������������������������������������������������������������153 Chapter 14: The IPO ���������������������������������������������������������������������������������������������������������163 Chapter 15: Wealth Management �����������������������������������������������������������������������������������173 Chapter 16: Conclusion ����������������������������������������������������������������������������������������������������179 Glossary ����������������������������������������������������������������������������������������������������������������������������������183 Index �����������������������������������������������������������������������������������������������������������������������������������������191 Foreword Being an entrepreneur is hard. It’s a roller coaster every day. You need a strong stomach, eyes on the future, a soul that wants to change the world, and a heart that believes you can do it. You learn, you fail, you learn some . The Internet landscape has changed a lot since I started my first . Since Facebook launched, we’ve all been pushed to step up . There’s been a shift in the technology field to move faster than ever . .” “Done is better than perfect.” Before these Facebook philosophy—to ship code fast and continuously . Although we’ve always moved pretty quickly in Silicon Valley, Facebook . At BranchOut, we’re pushed to keep up Facebook’s weekly development cycles because we’re an application built . We’ve embraced the developer-driven culture behind the make mistakes and learn from them. There are a lot of competing interests at play when you’re building a company. Facebook had a lot of interest early on in diverging from the path they were on. In 2004, Friendster attempted to acquire Facebook for $10 million. Had that happened, who knows if Facebook would have added photo sharing the next year, eventually opened up to anyone with an e-mail address, and ultimately made the world as open and connected as it is today? When you’re building a company, there’s a lot of outside pressure to hit particular metrics and deadlines. You get a lot of advice. But it all comes down to listening to your users. If you don’t build a passionate company, they won’t come back. At BranchOut, we’re trying to make our users’ lives better. We’re trying to help people represent themselves professionally so they can network, find mentors, and land their dream jobs. Create value. Run fast, go big, and change the world. Rick Marini Founder of BranchOut Introduction OK, the title of this book is definitely provocative. Who wouldn’t want to create the next Facebook and become extremely wealthy and famous? No doubt, the company’s success has inspired many people to become . It has become the hot thing nowadays. Facebook. After all, the company has . History has shown that when . Just look at Google, Microsoft, Skype, and eBay. Companies like Space and Friendster could easily have become the leader. Hey, my book How to Create the Next MySpace or How to Create the if history had been different. Facebook went from $0 to over $50 billion in 8 years. But I don’t just cover the success; I also look at the mistakes. Some were almost fatal. Here’s a rundown of the book’s main areas: Chapter 1—“The Mission”: Your mission should be a huge goal. You want to change the world in some way, and this is a powerful driver for success. It gets employees excited as well as investors and customers. Chapter 2—“Legal”: This stuff is boring and tedious but critically important. In the early days, Mark Zuckerberg nearly destroyed his company as a result of bad legal decisions. Chapter 3—“The Product”: Zuckerberg is a product genius. But to be successful, you don’t have to be a natural-born prodigy. This chapter looks at best practices to make products that customers love. Chapters 4, 5, and 6—“Raising Capital,” “The Pitch,” and “Deal Terms”: Here’s everything you need to know to get investors to write checks. Even highly successful companies need to raise money—and Facebook has been fundraising from the start. In its history, the company has raised more than $18 billion. x Introduction Chapter 7—“Go-To-Market”: This topic gets little attention from entrepreneurs, and it’s a big oversight. If you don’t have a solid go-to-market strategy, your venture will probably fail. Chapter 8—“The Financials”: This is another boring topic (sorry!). But don’t skip it. Although the tech industry goes through periods where fundamentals don’t seem to matter much, they are temporary manias. In the end, you need to understand the nuts and bolts of a company’s financials. Chapter 9—“The Business Model”: This is how your company makes money. Chances are, you have one core revenue stream. This chapter looks at some of the main business models that have worked. Chapter 10—“Being a Great CEO”: Zuckerberg was not a natural-born CEO. F . But he was determined to get better. Being a CEO is . C . But he also realizes that there are times when . C Since 2007, Zuckerberg has
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