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And usually somebody else's equity. I've seen startups done with a persons own equity and that is pretty brave and committed - the one I know of is a brewery. I've seen others start up with almost no equity but sweat (and the willingness to be a little flexible where the law is concerned) that have over time worked out - some production companies around town and a clothing company that I know of. The tech companies (games and telecommunications) that I know of personally used other people's equity to start up - venture capital companies and people with extra money to take a chance on an idea. Those are the kinds of thing where you will need to put a bunch of people to working on a project for two years before you have anything to sell for which you need a couple of million or more to get going and it will usually be someone else's equity. Those kind of investors know that not everything they back will work out but they play the odds.Banks don't loan to startups, startups require equity investments