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Women Cracking the Venture Capital 'Code'

Today's VCs aren't put off by gender; they place their faith in a good business model.
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When I started an internet company in 1995, I learned some hard lessons about seeking venture capital. For my first company, I went to each funding meeting with my male business partner and tried not to notice when the male venture capitalists constantly deferred to him--even though I had founded the business.

For my second company, I hit the fundraising trail with high hopes but encountered obstacles as a woman seeking funding. One venture capitalist told me and my female business partner that his wife wasn't really interested in the internet, so he didn't think a website for Hispanic businesswomen would succeed. We finally landed angel funding--from a female angel investor.

The successful businesswomen I spoke with for this column haven't experienced sexual discrimination on their venture rounds, so I was interested in hearing about their experiences.

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"I don't believe that being female directly impacted Oodle getting funded," says Faith Sedlin, 40, vice president of marketing and co-founder of Oodle, which she described as "a whole new way to shop for classifieds." Sedlin co-founded the company with two male business partners. "Naturally, what is most important is to have a business model, a good reputation and track record, whether you are a man or a woman. That said, there are 'good 'ol girl' networks that can be leveraged, both formal and informal."

So far, Oodle has been funded through two rounds of venture capital investments. The first totaled $5 million and the latest round of $11 million came in March 2007.

"I was intricately involved with my partners, Scott Kister and Craig Donato, in pitching the company," Sedlin says. "Specifically, we developed the vision for the company, the business model and the VC pitch. Also, I fielded many of the due diligence questions, ranging from user behavior to product and marketing."

Tina Fitch is the thirtysomething CEO and co-founder of EzRez Software Inc., a software-as-a-service company in the travel industry. Her company has more than $300 million in gross booking revenue and has received $7.1million in venture funding to date.

"I don't think there are any negative experiences caused by being female in fundraising or in business as a whole," Fitch says. "If anything, I feel you can turn the tables on any preconceived notion to your advantage, by demonstrating you are as dedicated, bright and inspiring as any other successful executive, female or male."

Fitch admits she's heard that there are fewer female CEOs getting venture capital funding but attributes the discrepancy to fewer female entrepreneurs "putting in the time and effort to start and run enterprise companies for the long haul."

EzRez received $1 million in seed funding from private investors, including Silicon Valley executives and entrepreneurs. Another round of $1 million followed a year later from the same group. In July 2007, the company landed $15.1 million from Canaan Partners and Azure Capital Partners.

"I was the sole fundraiser in the seed rounds--networking, presenting and securing the finances," Fitch says. "In the venture round, I spearheaded the efforts and led the discussions, with great contribution from EzRez's SVP of marketing and business development, John Swanciger, to close our venture round."

For women business owners looking toward venture capital, Sedlin suggests:

  • Call up female entrepreneurs and request to meet for coffee just to get tips on raising capital. You'll be surprised by where those conversations can go.
     
  • Contact the alumni organizations of the schools you attended to find female entrepreneurs or venture capitalists to whom you might reach out.

"Get over the question of whether or not being female is going to hinder you," Fitch advises. "The truth is, there is no reason why being female should hurt you in the fundraising equation if you don't allow it to. Demonstrate you are passionate about your career, building a great company, and that you believe professional success and personal fulfillment are intertwined."

For more tales about women seeking venture capital, see "Speaking from Experience."

Aliza Sherman is a producer, entrepreneur and author of Powertools for Women in Business , as well as co-founder of MotherhoodLater ... Than Sooner. Links to her work can be found at www.mediaegg.com.
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