Veto rights, drag-along and tag-along: the three clauses that define a seed-stage shareholders’ agreement
In a seed-stage round, the shareholders’ agreement is where much of the future relationship is decided, even though the company is small. The investor’s objective is usually to protect their investment and ensure clear exit rules. The founding team’s objective is to preserve operational agility and avoid being blocked on day-to-day decisions. Good negotiation does […]
The 6 myths that destroy startups (and that many people keep repeating)
Most startups don’t fail for lack of ideas, but because of myths that become operational truths. These are phrases that sound good, get repeated in conversations and, without realising it, guide decisions. The problem is that they tend to push teams to spend before the time is right, to hire poorly, or to chase metrics […]
Digital advertising campaigns: from creativity to return on investment
Digital advertising has radically transformed the marketing landscape in recent decades, becoming a fundamental pillar for companies seeking to maximise their reach and optimise their financial resources. The evolution from the static banners of the nineties to today’s sophisticated programmatic campaigns demonstrates a paradigm shift in which creativity and economic profitability must converge in a […]
Information rights: what reporting is reasonable to promise at seed
In a seed stage investment, information rights are the balance point between two legitimate needs. The investor needs visibility to protect their investment and provide informed guidance. The founding team needs focus and speed to execute. Promising “large company” reporting when you’re still building product, market, and processes ends up generating friction, unintentional breaches, and, […]
Communicating Identity: How to Convey Your Brand’s Values
In a market saturated with commercial messages, a company’s ability to communicate its distinctive values authentically and coherently has become a critical success factor. Brand identity is not simply a logo or a slogan, but rather the set of perceptions, emotions, and associations that customers develop over time. Transmitting these values effectively requires a conscious […]
Roadmap and focus, prioritization by impact and effort, and opportunity cost
In a startup, the roadmap is not a task list; it is a continuous process of decisions about what you will not work on. When the team is small, the greatest risk is not making the wrong bet, but spreading yourself across several minor bets that do not change the outcome. For this reason, prioritisation […]
Stages of an effective rebranding process
Once the need to renew the brand identity has been identified, it is essential to follow a structured process that ensures the success of the transformation. Rebranding is not a simple image change operation, but a strategic process that requires planning, analysis, and careful execution. Below, we detail the five essential phases for carrying out […]
Letter of intent with terms: which clauses really matter and which are just noise
A term sheet is the document that structures the negotiation of an investment before entering into full legal drafting. It is not usually the final contract, but it sets the ground: price, percentages, rights, and conditions. In the seed phase, its value lies in avoiding misunderstandings and saving time. Its danger also lies there: if […]
5 Common Mistakes in SME Internal Communication (and How to Avoid Them)
Internal communication is one of the pillars of a company’s proper functioning, but also one of the areas most neglected in SMEs. Lack of time, excessive confidence that “everyone understands each other,” or the absence of clear processes means that, in many cases, communication is managed in an improvised manner. However, ineffective internal communication can […]
Rebranding: What It Is and When to Refresh Your Company’s Image
Rebranding defines the process of substantial modification of an existing brand’s identity, which can range from visual elements such as the logo, color palette, and typography, to deeper aspects such as the mission, vision, and corporate values. This process responds to the need to maintain the brand’s relevance in the market and strengthen its connection […]
