A few weeks ago we published “Who attends Scale Up!?” It hit 5,000 views across our platforms in days.
Then someone asked: “Great, but who actually buys Scale Up!?”
Good question. Here’s Part II.

Start With Problems, Not Products

First, the harsh truth: nobody cares about your solution. Even less about your product.

If you’re out there pitching Scale Up!, expect zero uptake.

What people care about:

·         “How can we solve our top challenges?”

·         “Who can help us solve our biggest problems?”

Over the years, we’ve watched Strategy Tools partners get certified on Scale Up!, excited, ready to sell. They pitch it as a product. Few succeed.

Instead: become a master of problem understanding. Develop deep curiosity about your customers’ challenges. Build empathy with their top priorities.

If the client is a national innovation agency, what keeps them up at night? If it’s a business angel network, what are they wrestling with? Attracting new members (recruitment)? Getting angels invested faster (training)? Moving angels off the bench into deals (process)? Seeing portfolio companies hit breakout velocity (growth support)?

Only when you deeply understand the problem can you start developing the solution - and see where Scale Up! fits in.

Five Problems Scale Up! Solves

Looking back at 8 years and 4,000+ participants—founders, investors, innovation agencies—five key problems stand out:

1. Knowledge Gap

Target audience has limited knowledge around equity financing. This is the challenge for 70% of participants.

First-time founders in MENA. Pre-seed founders in Africa. Ecosystem developers in the Nordics. They need the building blocks. Nothing fancy. Just the basics.

The question: How can we learn more about equity financing—in a new, engaging format?

2. Fundraising Readiness

Founders need to get investor-ready and close their round. Whether they’re in a European accelerator or an Egyptian investment readiness program, these founders are laser-focused on fundraising.

The question: How can we best prepare founders for their upcoming funding rounds?

3. Late-Stage Growth

Many participants understand early-stage well but struggle with later stages. Series A and beyond. Complex term sheets. Outcome analysis. Exit paths. Partial secondaries. IPO transactions.

Senior bankers in Europe. Global consultants. Late-stage founders in MENA. They’re ready to dive deep into Series B complexity and IPO roadmaps.

The question: How can we help people master the later stages, from Series A to successful exit?

4. Mastery

Fund-of-funds. VC firms. Senior accelerator staff. Experienced angels. Family offices.

These players have solid fundamentals. Strong grasp of early-stage challenges. But they want more. They seek mastery. They want to feel deep confidence throughout the entire journey.

Experienced VCs. Investment directors. Professional allocators. People investing daily who want to level up.

The question: How can your top people build and expand their skills in entrepreneurial finance and growth strategy to elite levels?

5. Shared Team Understanding

The newest challenge: team alignment. Building shared understanding. Team development in the investment space.

Family offices. Consulting firms. Corporate innovation teams. Innovation clusters. Ecosystem developers. Capital coaches.

They all need joint, collective understanding of equity financing, growth strategy, and exit readiness.

The question: How can 50+ ecosystem developers develop a strong shared language and common understanding of the founder’s journey—while having a great time together?

________________________________________

So, start with the challenges. Deeply understand the problems you aim to solve.

Then move to Part II:

Who Are The Buyers?

1. Innovation Agencies (IA)

Tasked with developing national or regional startup ecosystems. Usually publicly funded with large mandates. They fund programs, support accelerators, offer grants and early-stage financing.

They balance ecosystem development with financing solutions. Most have clear ecosystem mandates and a long list of challenges Scale Up! addresses perfectly.

Examples:

BC ecosystem at work, 2025
2. Entrepreneurship Development Organizations (EDO)

Tasked with large-scale capacity building and ecosystem development. These organizations have extensive development mandates, often multi-year horizons.

Usually not investing directly—they support development work. Often focused on emerging markets and emerging ecosystems, serving large founder populations while developing accelerators, incubators, angel networks, and ecosystem initiatives.

Examples:

  • EBRD Star Venture (Europe, emerging markets)
  • GIZ (Germany, global)
  • Swiss Entrepreneurship Program (selected emerging markets)
  • United Nations YECO (global south)
3. Investment Organizations (IO)

Closely tied to development organizations, with one major difference: they invest. Direct mandates. Indirect mandates. Sometimes they’re foundations seeking ecosystem impact, capacity development, and financial returns. Other times they’re financially oriented, primarily seeking returns.

Examples:

  • 2X Global
VCs developing outcome analysis, Cape Town, 2023
4. Entrepreneurship Network Organizations (ENO)

Membership-based or community-based. Some charge fees, others don’t. Most have member lists, active community channels, regular events and programs.

Budgets can be challenging, but these organizations hold highly trusted positions in their ecosystems. Large communities of highly engaged members. When they host Scale Up!, people show up ready to work.

Examples:

  • EO (UAE, global)
  • 1entrepreneur (UAE)
Discussing exit paths in Dubai, 2023
5. Ministries & National Development Organizations (M+NDO)

Anchored in ambitious national strategies. Bold mandates to drive national entrepreneurship at scale. Different from innovation agencies—bigger aspirations, bolder ambitions.

Often linked to national visions and large-scale programs. Funding big initiatives, usually in collaboration with partner organizations.

Examples:

6. Accelerators (ACC)

Well-known to most, but with very different business models.

First group: non-profit, development mandate, significant government funding. Second group: strong corporate partnerships, maybe 100% corporate funding. Third group: fully commercial, funding-for-equity model, long-term success tied to portfolio performance.

Accelerators are a perfect fit for Scale Up!—often tied to longer, more extensive investor readiness modules. We run 3-day, 5-day, 30-day, and 90-day programs.

Examples:

Scale up! @Madica Ventures, 2025
7. Incubators (INC)

Should be big Scale Up! users. Never had a commercial contract yet.

Something to change in the future.

8. Angel Networks (AN)

A large buyer group for Scale Up Angel! Masterclasses and programs. From North Africa to Norway, we’ve run multiple programs with rave reviews.

Like accelerators, this is a superb fit with Scale Up!

Examples:

Angels celebrating their Decacorn portfolio founders, Egypt 2023
9. Family Offices (FO)

Seems unexpected, but investment teams at family offices e big Scale Up! fans. Often using it as an anchor in larger collaborations.

One family office took their entire investment team for a multi-day deep dive. Highlighted multiple relevant topics for further work.

Looking ahead, we’d love to see many more.

Examples:

  • European family office investing in emerging markets
  • Norwegian family office investing in global startups and funds
10. National Fund-of-Funds (FoF)

Similar to organizations listed above, with one key difference: they hold vast portfolios. Direct investments, plus indirect via fund investments.

This double investing role exposes them to much larger portfolios than any regular fund.

Perfect mandate between ecosystem development, national development, and financial returns. Scale Up! can be a superb support—even an accelerant—across the startup portfolio. Ideally structured as part of a larger program engagement.

Examples:

  • Norwegian state national fund-of-funds
11. VC Firms (VC)

Should be a superb fit and active buyers. But few have dedicated budgets for portfolio development outside their own teams.

Some VC firms run accelerators (see above).

Examples:

12. Business Schools (BizS)

We love bringing Scale Up! to business schools.

Any school teaching entrepreneurship, Entrepreneurship 101, or entrepreneurial finance should have Scale Up! as a core teaching activity.

Today, Scale Up! is used in business schools across California, Austria, Germany, Italy, Belgium, and Canada. But there’s huge opportunity globally.

Examples:

  • FHV (Austria)
  • ESCP (Berlin)
  • Northeastern (United States)
Cap tables, cap tables everywhere. Austria, 2022
13. High Schools (HS)

Not many high schools have picked up Scale Up! yet. In Canada, Stuart and Michael are teaching multiple high school programs.

An area to explore globally.

Examples:

14. Innovation Clusters (IC)

With 7,000 innovation clusters globally, they’re perfectly positioned to support entrepreneurship development.

In Norway, hundreds of cluster leaders have been through Scale Up!—making clusters more entrepreneurial-minded, introducing them to equity financing, cap tables, and investor landscapes.

Examples:

  • Canada’s Ocean Supercluster (Canada)
  • NCE Seafood Innovation (Norway)
  • GCE Ocean (Norway)
  • National cluster program (Norway)
Custom made Scale Up! GCE Ocean Cluster, 2019
15. Consulting Firms (Cons)

Many consulting firms offer services around growth strategy, startup financing, and capital strategy. Many come to Strategy Tools for their own development.

Over the years, we’ve worked with professional services firms and advisory firms on Scale Up!, entrepreneurial ecosystems, and investor readiness.

Examples:

16. Corporate Venture Capital Units (CVC)

We realized while writing this: we’ve never completed a program with CVC units. Many conversations. None have landed.

We’ll change that in 2026.

CVC units are an obvious fit with Scale Up!

17. Corporate Innovation Teams (InnoT)

Running corporate innovation teams through Scale Up! is always fun. In some ways, it’s entirely new territory for them. Yet they appreciate how much there is to learn: equity finance, cap tables, valuation methods, exit paths, deal structures.

Examples:

  • Aker Solutions Innovation team
18. Banks (BANK)

We love working with banks on Scale Up! See potential for many more.

Every bank with any service for founders and entrepreneurs should immediately put their teams through Scale Up!

“I had no idea how hard this could be,” said one banker going through later stages of Scale Up! last year.

Examples:

Bankers, pitching Birdseye, their drone deeptech, Oslo, 2024

But Wait—What About Founders?

Notice we didn’t list ‘founders’ here.

Founders are our key users and participants. But in our business model, founders usually don’t pay. Their supporting infrastructure organizations do.

While founders are avid participants, they’re typically supported with financing from the organizations listed above.

The Common Thread

We identified 18 unique groups of participants in “Who attends Scale Up!?” In this article, we’ve spotted 18 unique groups of buyers—organizations with a need, mandate, and budget for Scale Up!

The common thread? Strengthening startup ecosystems.

What Is Scale Up!?

Scale Up! is a team-based, action-packed, ultra-competitive simulation to learn and master the founder’s journey from idea to successful exit.

Working in teams, participants choose a case company, then work through 6-10 years to scale it into a global winner.

To date, more than 4,000 people have completed Scale Up!

Scale Up! covers:

  • Scaling mindset
  • Foundational equity
  • Customer discovery
  • Business models
  • Revenue growth (ARR)
  • Fundraising (SAFE, CLA, Equity) from pre-seed to Series F
  • Term sheets
  • Outcome analysis
  • Partial investor liquidity
  • Full exit transactions

Scale Up! is available in:

  • Scale Up Global! (global content)
  • Scale Up MENA! (100% MENA content)
  • Scale Up! Angel (for angel investors)
  • Scale Up Africa Rising! (launching Q1 2026)

Learn More? Get Certified?

Want to learn more about Scale UpScale Up MENA or Scale Up Angel? Check out our website.

Curious to dig into the full Strategy Sims universe and learn more about the methodology, get our latest reportStrategy Sims in Action, co-authored by a global community of Scale Up! experts.

Are you heading into one of our upcoming Scale Up MENA! Masterclasses? In that case, you might want to explore the wonders of cap table management first. Think about this as a soft warm-up exercise.

Cap tables matter

Cap tables are the backbone of any successful startup scaling into a long-term successful winner. But, along the way, founders are likely to raise 5 – 15 rounds of financing, including SAFE, CLA, Equity, Debt, RVB and Project financing. How to keep track of it all? Your cap table.

Try your skills

Leading up to the Scale Up MENA! masterclasses, we have set up a super simple, yet complex exercise for anyone to test their cap table skills.

Meet MedAssist

Here is MedAssist, a fictive case company based  in MENA. Your job, guide them through five round of early-stage financing. Make the investments. Update the cap table as needed. Below are 15 early-stage mini-term sheets, based on terms you might likely see at each stage. These are based on market standards in the region.

For any requirements, just make the reasonable assumption that you have these requirements in place as you proceed. For revenue and ARR, the number is listed as you progress below.

For initial set up of the cap table. Assume you have five founders, each owning 20% each. A total of 100.000 shares, at $5 per share, equal split amongst the team. There is no vesting in place and no ESOP in place – yet.

Meet MedAssist. Can you run their cap table over five rounds?

Round 1: Idea round (friends and family)

First round has three early family members interested. Which one or ones would you choose? What would be the preferred investment instrument? At this stage, MedAssist is pre-revenue.

We all love friends and family rounds. Who would you go for here?

Round 2: Pre-seed round (business angels)

Months go by, and angel investors are lining up for the pre-seed round. With 300.000 in early revenue, the momentum is growing. Would Alex Angels, DAN or Fatima be a better fit? or maybe all of them?

Angels, angels, whom to choose?

Round 3: Seed round (accelerators)

Post angels, local accelerators are next. Sanabil 500, RAK or Startup Bootcamp are all great programs. Yet, in our example, also offering very different terms. Who would you go with?

Accelerators are key players in the ecosystem. Should you attend all of them?

Round 4: Seed+ round (early VCs)

Revenue tips the magic $1M mark. Things are looking up. VCs come around for early coffee. Note, they all want various forms of market traction and progress. Let’s just assume you already have the Dubai Market Expansion card here.

VCs are the stepping stone to larger rounds….often led by regional funds.

Round 5: Small Series A (VCs)

Ah, our final round, a small Series A. With revenue at $1.9M, we are above the classic $1M mark, but still below the new, $3M ARR milestone for a “real Series A”. With strong interest now from ADQ, SB and HG, who would you choose to work with here?

Later stage investors often tie valuations to ARR multiples. Get used to it. ARR matters….

Cap table management

Ok, you have the story, you have the data. Now, can you run up the cap table?

Assume five founders, 20.000 shares each, entry at 5 per share. You take it from there. Good luck – and post your cap table in the comment.

Welcome to Scale Up MENA! Masterclass

If you enjoyed – and have completed – our little MedAssist task, you should be ready for the upcoming Scale Up MENA! Masterclass. Globally, more than 4.000 founders, investors, VCs, family offices, sovereign wealth fund investment officers, accelerators, bankers, board members, angel investors, climate funds, consulting companies, foundations, innovation agencies, ministries, students and educators have all built their founder skills and cap table skills with Scale Up!

Now, we are excited to launch the Scale Up MENA! Masterclass, 100% tuned into the realities of fundraising in the Middle East and North Africa. Based on 12+ months of research and 15+ years with early-stage investment experience, Scale Up MENA! Masterclass lets you build out your fundraising skills, cap table skills and overall scale up leadership skills in just hours.

Join us for the upcoming Masterclasses in Dubai and Egypt, read more about Scale Up MENA! or get in touch today, Chris@strategytools.io

Angel e-mail (written for Scale Up MENA! Masterclasses)

From: Mohammed, local angel mentor

To: The new startup team

Re:  Congrats on your new startup

Hi team,

Congratulations on your latest startup. I am super excited to see talent such as yourselves spending your time and energy to build the future growth companies our region needs.

As you know, we have a lot of early-stage startups; but, we do not have a strong enough pipeline of high-growth, high-value scale ups. This is where you come in.

Given your experience and the booming ecosystem we enjoy in the region, the conditions have never been better for you to launch, scale and win big. You know, as a local angel, with 15 years of experience investing into local startups, I really want to see more young companies, with great founder teams, such as yourselves, move fast and scale fast. Remember, as an angel investor, I want to make money on your success, not just mentor you on the early days of the founder’s journey.

Many years ago, I was one of the earliest investors into Careem. That was an amazing journey. Ever since, I have been looking for founders that can scale and outperform Careem. Is that you, I wonder? Now, in my experience working with founders in the region, I think there are ten key questions you and your team need to crack to win.

1. Scaling mindset (Owned by the team) How big do you dare to dream? Do you have local, regional or global aspirations? Are you ready to think big and win? Many founders in MENA tend to think very locally, and I think that is holding us back. Step one, let’s get the right scale up mindset.

2. Foundational equity (Lead: CFO, IRM) How should you split and structure your early founder equity. I like the Carta 2025 report on Foundational Equity. It’s a great pre-read over a coffee. Also think about how you plan to manage your cap table for the long-term, including share classes, dilution, advisor equity and much more.

3. Customer discovery (Lead: CRO) Ah, going out and talking to customers. Something every founder should do, but few do enough. Just think about how you can engage with customers and users early. Don’t pursue your own ideas. Get customers to tell them what they want.

4. Financing (Lead: CFO, IRM) How will you finance the founder’s journey, with equity, grants, debt, investors (SAFE, CLA, equity), revenue, ARR and project financing? There are many tools of finance available to great founders such as yourselves. Learn to use them all.

5. Product development (Lead: CPO) Building Gamma pitch decks is easy. Building world-class, level 5 products, is hard. The Chief Product Officer needs to be extremely focused on building the best possible product to win.

6. Scaling with AI (Lead: CPO) “Every company in MENA needs to become an AI company”, said one of my friends at BECO Capital. Your AI investments should cover product development, customer success, GTM and more. AI investments should go to level 5 as fast as possible. Make sure to become an AI-first team!

7. Which markets do we focus on? (Lead: CRO) Ah, the infamous market expansion. As former head of sales at Microsoft, I know everything about sales and go-to-market. Question is, do you? There are many, many markets to choose from. Which one are planning to expand into? Staying close to home or going global?

8. Annual recurring revenue (Lead: CRO) For startups, there are few milestones as important as the 100.000 ARR, 1M ARR, 10M ARR and 100M ARR. Annual recurring revenue is the lifeblood for every company, but only 2,3% ever make it to the 10M ARR mark, and less than 1% make it to the 100M milestone.

9. Liquidity &, maybe, exit (Lead: CFO, CEO) Across my 96 angel investments, the biggest challenge for founders has always been to understand, “I want some money back” on my investments. How are you planning to be ‘best in class’ when it comes to early returns and liquidity to your investors. I don’t need everything back, but maybe around 4-5 years in, I want to see some partial liquidity. And, naturally, I am looking for the team that can outperform Careem, with a 3,1BN exit in just seven years. Can you?

10. Team performance (Lead: CEO) Building a startup is hard. Really hard. We all know that. That is why a world-class, truly impressive team such as yourselves is needed. The role of the CEO is to build and lead a truly outstanding team – and that is something I am blessed to invest into. What we see across our top performing companies is the following team composition: CEO – in charge of overall strategic direction and team performance. Might need to make some tough calls, but largely leading by example and pushing the team to perform.

CFO – owns all things finance, accounting, cash management, capital strategy and investments. Should have a general passion for cash and excel spreadsheets. Also owns the CFO Management Dashboard and cap table.

CRO – leads  all things revenue, ARR, market expansion and investments into the commercial side of the company. Will have to juggle many conflicting priorities, including making some tough decisions on where to invest and where to expand into. Should be able to get the team to 10.000 ARR, 100.000 ARR , 1M ARR , 10M ARR and 100M ARR, maybe more too?

CPO – as product officer, owning both product development, all tech and all AI efforts across the company.  This is the technical genius, and still able to combine product development with strong commercial leadership. After all, we are building a future breakout winner,  not a R&D project.

IRM – the investor relations manager handles all things investor mapping, investor engagement, early investor discussions and securing term sheets at scale. Working closely with the CFO to lock in funding rounds, and making sure the company can secure the right investment instruments at just the right time.

With those words, let me just say, I am here to help.

We need more founders like yourself. We need more founders that can scale. We need to shift the region from ‘startups’ to ‘scale ups’. Now the only question is, can you outperform Careem?

Good luck,

  • Your friendly angel Mo

The journey from first contact to final investment is a structured, rigorous process that separates exceptional opportunities from the merely good. Here’s how leading venture capital firms navigate the path to investment.

The venture capital investment process isn’t a single decision—it’s a carefully orchestrated sequence of escalating commitment, deeper understanding, and strategic alignment. From the moment a startup catches a VC’s attention to the final wire transfer, each stage serves a critical purpose in de-risking the investment and building conviction.

Let’s walk through the five key phases that define how VCs invest, using insights from the VC Investment Roadmap and real-world examples from the Italian venture ecosystem.

Five steps to the VC investment roadmap (get it at www.strategytools.io)

Phase 1: Industry Insights – Building Deep Market Intelligence

Before evaluating any single startup, elite VCs invest heavily in understanding the landscape. This isn’t about skimming industry reports—it’s about developing thesis-level insights that inform every investment decision.

The Core Work: Deeply Understand the Industry

The foundation of great investing is deep industry knowledge. Top VCs complete comprehensive landscape mapping exercises that capture:

  • Long-term secular trends reshaping the market
  • Key value drivers that create defensible positions
  • Emerging technologies and business model innovations
  • Regulatory shifts and their implications
  • Competitive dynamics and consolidation patterns

Key Deliverable: Complete the Landscape Map. This living document becomes the strategic foundation for all deal evaluation in the sector.

Example: When Italian Ventures (fictive name), one of Italy’s early-stage VCs, began building their thesis around B2B SaaS in Southern Europe, they didn’t just track companies—they mapped the entire ecosystem. They analyzed why European SaaS companies trade at different multiples than US counterparts, identified gaps in infrastructure and talent, and recognized that Italian companies building for international markets from day one had fundamentally different trajectories. This deep industry understanding enabled them to spot great deals before competitors recognized their potential.


Phase 2: First Contact – Pattern Recognition at Scale

Once you understand the industry, you can quickly assess whether a startup fits your investment thesis. This phase is about efficient screening and comparative analysis.

The Essential Activities:

Analyze 6-10 Comparable Cases Great investors don’t evaluate companies in isolation. Complete the “Mapping the Deals” map to track:

  • Valuation benchmarks and pricing dynamics
  • Capital raised and burn rates
  • Active investors and syndicate patterns
  • Growth rates and unit economics
  • Competitive positioning

Study the Exit Landscape Complete the Exit Canvas to understand acquisition targets, strategic buyers, IPO readiness, and partnership opportunities. Start building relationships with potential acquirers now—exit planning begins on day one.

Pro Tip: The best VCs maintain living databases of comparable transactions. When a new opportunity emerges, they can instantly contextualize the valuation, understand if the founding team is experienced relative to peers, and spot outlier metrics that signal exceptional potential or hidden risks.


Phase 3: Digging Into the Case – First Impressions Matter

You’ve identified a promising company. Now it’s time for deeper engagement while maintaining efficiency.

The Critical Steps:

Review Deck & Materials Ask for pre-meeting access to the pitch deck and data room. Review everything closely in advance. Come to the first call with informed questions, not basic clarifications. This signals respect for the founder’s time and demonstrates your preparation.

et Up Calls Run the first 1-5 calls with management. Complete the Startup Index to assess:

  • Team composition and capabilities
  • Product-market fit evidence
  • Go-to-market strategy and execution
  • Competitive advantages and moats
  • Vision and strategic thinking

Italian Ventures Example: When Italian Ventures first engaged with PayX (now one of Italy’s most successful fintech unicorns before they invested), they didn’t jump straight to term sheets. They spent weeks understanding the buy-now-pay-later landscape in Southern Europe, interviewed merchants using the platform, spoke with competing solutions, and assessed the team’s ability to execute across multiple markets. Their diligence created conviction.

Decision Point: After this phase, you face a critical go/no-go decision. Most deals end here. Only those demonstrating exceptional potential proceed.


Phase 4: Deep Assessment – Building Conviction Through Analysis

For opportunities that pass initial screening, it’s time to build robust investment models and stress-test assumptions.

The Strategic Frameworks:

Capital Landscape & Funding Journey Co-develop the Funding Journey Canvas and Funding Journey Deliverables with management. Understand:

  • Complete capitalization history
  • Future funding requirements and milestones
  • Investor syndicate composition
  • Strategic capital partners vs. financial investors

Assess multiple capital strategies. Develop a deep understanding of the team’s capabilities to execute their funding journey. Will they need $5M or $50M to reach their vision? What happens if the next round doesn’t come together? How does their approach compare to successful companies in the sector?

Develop Outcome Scenarios Complete the Outcome Canvas. Take the long view on the company. Map out likely end-state outcomes and investment returns across multiple scenarios:

  • Base case: The company executes reasonably well
  • Bull case: Everything goes right, category leader emergence
  • Bear case: Challenges emerge but value is preserved
  • Downside case: What’s the floor on outcomes?

Calculate potential returns under each scenario, probability-weight them, and determine if the risk-adjusted return justifies the investment.

Italian Ventures’ Approach: For their growth stage investments, Italian Ventures models 5-7 detailed scenarios spanning different exit multiples, timelines, and dilution assumptions. They pressure-test their models against historical precedent transactions in the category. Only when multiple reasonable scenarios generate target returns do they proceed.

Decision Point: May issue a preliminary term sheet with high-level terms, signaling serious intent while preserving flexibility for deeper diligence. (Note, from term sheet to signed investment agreement, we usually see ca. 50% conversion rate. Don’t expect a term sheet to be an investment. it’s not. It’s just a stepping stone)


Phase 5: Final Decision – The DDDD Sprint

You’re convinced the opportunity is exceptional. Now it’s time to finalize terms, complete comprehensive diligence, and mobilize your network.

The Four Pillars:

DDDD – Deep Dive Due Diligence Complete the full due diligence package including:

  • Legal entity structure and cap table review
  • Financial statement audit and reconciliation
  • Technical/product diligence (code review, security assessment)
  • Market reference calls (customers, partners, former employees)
  • Background checks on key executives

Work through an accelerated DD sprint. Prepare the investment memo and draft press release—writing the press release forces clarity on why this investment matters.

Secure Co-Investors Complete the Investor CRM list. Use your global network to bring in your dream team of co-investors. The best investors are additive beyond capital—they bring:

  • Domain expertise and pattern recognition
  • Network access and business development support
  • Operational experience building similar companies
  • Follow-on capital capacity for future rounds

Clear the IC Present to the investment committee. Secure approval. The best IC presentations tell a compelling story: Why this market? Why this team? Why now? What could go wrong, and how does the team mitigate those risks?

Invest Close the deal. Settle payment. Start onboarding. Now the real work begins—you’re shifting from evaluator to partner, from outside observer to aligned investor working alongside the founders to build something extraordinary.

Decision Point: Issue the full term sheet with complete terms, conditions, and governance provisions.


The Italian Context: A Maturing Ecosystem

Italy’s venture ecosystem has experienced remarkable growth, with investments reaching €2.1 billion and a 67% increase in recent years. Many firms are professionalizing the investment process and competing on the global stage.

What makes Italian VCs distinctive is their deep understanding of building from Southern Europe while scaling globally. They’ve developed expertise in helping founders navigate cross-border expansion, understand regulatory nuances across European markets, and build teams that can execute in resource-constrained environments.


Key Principles for VCs and Founders

For Venture Capitalists:

  • Build industry expertise before deploying capital—deep knowledge creates conviction
  • Use structured frameworks to maintain discipline across the investment process
  • Invest in pattern recognition by tracking comparable transactions systematically
  • Make decisions with incomplete information, but stack the odds through rigorous process
  • Remember that clearing the IC is just the beginning—value creation happens post-investment

For Founders Seeking VC Investment:

  • Understand that each VC interaction advances you through their process—make every touchpoint count
  • Prepare materials in advance—VCs notice when you make their diligence easy
  • Articulate your funding journey clearly—show you understand capital strategy
  • Build relationships with potential co-investors early—VCs value founders who can help syndicate
  • Ask VCs about their process—understanding their timeline helps you manage yours

The Bottom Line

The venture investment process is neither art nor science—it’s both. The best VCs combine rigorous analytical frameworks with pattern recognition and intuition developed over hundreds of evaluations. They maintain discipline through structured processes while remaining flexible enough to move quickly when conviction emerges.

Every phase serves a purpose: building industry knowledge, screening efficiently, assessing deeply, modeling outcomes rigorously, and completing comprehensive diligence. Skip a phase and you introduce risk. Execute each phase well and you dramatically improve your hit rate.

The VC Investment Roadmap provides a battle-tested framework for navigating this journey. Whether you’re a first-time fund manager in Milan or a seasoned GP in Silicon Valley, these principles endure: know your market, compare relentlessly, build conviction through analysis, stress-test assumptions, and move decisively when opportunity emerges.


Ready to upgrade your investment process?

Download the complete VC Investment Roadmap and explore our full suite of strategy tools designed for venture capital investors, startups, and innovation leaders at www.strategytools.io.

This framework is part of the Venture Capital Series by Strategy Tools—empowering VCs, founders, and ecosystem builders with visual thinking tools that drive better decision-making.

Over the years, we have run more than 200 unique Scale Up! sessions globally. From 3-hour discovery sessions to 4-week investment readiness programs and everything in between. We’ve had thousands of founders, investors, ecosystem builders, government officials, and faculty join in.

Here are the 10 steps we believe are important for a winning Scale Up! session.

Step 1: Be Clear About the Format

Are we running a 3-hour discovery session? A half-day teaching session? One day? Maybe a 4-week program?

Get crystal clear on the format from the start. The structure dictates everything else—your content depth, your pacing, your materials, and what outcomes you can realistically achieve. Don’t try to squeeze a 4-week program into a half day, and don’t stretch a 3-hour session into something it’s not meant to be.

Scale Up Masterclass, InnovateBC, BC, Canada, 2025

Step 2: Know Your Participants

It’s really important that you understand who your audience is going to be. You need to understand their level, their background, their investment readiness, any previous programs they’ve completed, and who they are as individuals.

As much as possible, you want to review their decks and review their websites before you meet. This preparation makes all the difference between a generic session and one that truly resonates.

Anyone can take on the Outcome Canvas and present investor sensitivity analysis in just minutes, right?

Step 3: Align on Expectations

Here, you need to make sure that you deeply, deeply understand the expectations of your clients. And make sure you understand the expectations of the participants.

If you’re not sure about the expectations of the participants, communicate, communicate, communicate in advance. Make sure that expectations are what you want them to be—nothing else. Misaligned expectations are the fastest way to derail an otherwise excellent session

Accelerator managers turned founders for 48 hours, realizing that being a founder is harder than anyone had ever told them…… London, 2023

Step 4: Focus on the Journey

Now you want to bring out the Founder’s Journey Canvas and make sure that you craft your story and your communication around that journey. This is essential to the program. Make sure you can easily overlay each step with the right investment instrument, right investment terms and right valuations.

Navigating the Founder’s Journey. Can you structure the instruments, the terms and valuations?

The journey provides the narrative thread that holds everything together and helps participants see where they are, where they’re going, and what they need to get there.

Different participants have different journeys, but everyone follows the Founder’s Journey. Scale Up Masterclass, Cairo, Egypt, 2023

Step 5: Prepare (with Your Co-Facilitators)

We cannot emphasize this enough.

You might be delivering this by yourself. You might be delivering it with others. You might be delivering it with someone for the first time. Regardless, you need to spend as much time as needed to get aligned and prepared together.

Run through the flow. Discuss handoffs. Clarify who leads what. Iron out any differences in approach. The investment you make here pays dividends when you’re in the room with participants.

Deep team prep; pre- and post-session. Cairo, 2023

Step 6: Layout the Detailed Workflow

As part of Step 5, you need to lay out exactly the detailed step-by-step-by-step-by-step.

What are we going to do? Who does what? Who prepares what? Which canvases? Which founder tasks? Which breakouts? Which overnight assignments?

Leave nothing to chance. The more detailed your workflow, the smoother your delivery will be.

Step 7: Venue

Make sure you can access the venue at the time that you expect.

We strongly recommend setting up the venue the night before, including all the materials. If that’s not possible, try to get there 2 hours before you start in the morning and set up.

Murphy’s Law applies 800 times over when it comes to venues. The projector won’t work. The Wi-Fi will fail. The room setup will be wrong. There are no tables. Build in buffer time to handle these inevitable issues.

Step 8: Focus on the Cap Table

You have to make sure that you and your co-facilitators are up to speed on all things cap table.

Whether you choose to go with the paper version, the local host Excel version, the simple Google Sheets, or the full-on CFO Management dashboard—you have to be comfortable with the cap table.

It might need a couple of hours, a couple of days, or a couple of weeks of training to get there. Don’t skip this step. Cap table confusion kills the experience.

Teaching cap table 101, but quickly getting into the deep end of 3.2X liq.pref and anti-dilution measures. Cairo, Egypt 2023
On day 1, you might want to go into SAFE conversion scenarios, maybe? Egypt, 2024
…but on day 3, you can expect to see stuff like this Series C led by PIF with participation from Bessemer and Mubadala to hit a 925M post-money valuation. Scale Up MENA!, 2025

Step 9: Keep High Pace, Keep High Energy

Now you’ve started, you’re up and running, you have the participants in the room.

Make sure that you keep your pace and keep your energy. Push them. Push them. Push them.

This is the real-life experience we want them to have. Startups don’t move slowly, and neither should your session. Give them the pitch deck Founder Task. Equip them with Investor update presentations. Push them into Outcome presentations and maybe even the Board IPO readiness deck. Make them work, make them present – and always keep the energy full on.

DNB Banker leading HyperCare to IPO, Oslo, Norway, 2023

Step 10: Run an Exit Transaction

You’re now at the end of the program and you’re selecting a winner. Make sure you go through an exit transaction of some sort.

In the worst case, it’s basically “Congratulations, you’re acquired by Microsoft.” But there are many great exit scenarios you can run. Study them and

For everyone except the very most basic groups, run a proper exit scenario. If you have a really basic group, you can make up whatever you need for finding a winner. But make sure you have a clean cap table and a good exit transaction of some sort.

Four exit paths, all leading to M&As. Which one would you choose – if you could?
The post-Series C M&A transaction that gave early Angels 125X MOIC, with Wamda taking home a 12,5X and PIF doubling their investment in mere months.

The Golden Rule: Always Tie It Back to Real Life

Finally, and this applies throughout the entire session: make sure that you constantly, always, always, always tie it back to real life.

As you’re going through the content, as you’re going through the stories, make sure to ask: How would this work in real life? What would be the equivalent in real life? How would you solve this in real life?

Because it’s not about the simulation. It’s about building skills for real life.

30+ accelerator managers and innovation consultants, building their skills with Scale Up! London, 2023

These ten steps have been refined through 200+ sessions across the globe. They work because they’re grounded in what actually happens when you bring founders, investors, and ecosystem builders together in a room and push them to think, decide, and act like they would in the real world.

Want to learn more about running Scale Up! sessions & Masterclasses? We deliver programs globally, by partnering with ecosystem builders, innovation agencies, ministries, accelerators, business schools, VC firms and anyone building the future of the startup ecosystem.

Visit us at strategytools.io. or reach out today at Chris@strategytools.io

“We just hit unicorn status!” the founder announced proudly at the Dubai Angel Network event. Congratulations flowed. Champagne corks popped. LinkedIn lit up.

But here’s the uncomfortable question nobody asked: How are you actually going to turn that into cash?

Welcome to the MENA ecosystem’s most misunderstood trio: value creation, value realization, and exit. They’re not the same thing—and confusing them could cost you everything.

Value Creation: Building the Beast

Value creation is what you do every day as a founder. It’s growing revenue from $1M to $10M. It’s securing that killer partnership with a regional bank. It’s building proprietary IP that nobody else has. It’s expanding from Dubai to Riyadh to Cairo.

Every new customer, every product launch, every market you enter, every patent you file—that’s value creation. Your company’s equity value increases. Your IP portfolio expands. Your team strengthens. Your competitive moat widens.

MENA is crushing it here. Dubai saw 26% year-on-year growth in scale-ups. Founders are building extraordinary companies with innovative solutions for regional challenges. The value creation engine is firing on all cylinders.

But here's the problem: value creation alone doesn't pay anyone.

You can build a $500M company with incredible technology, dominant market share, and perfect unit economics. That’s phenomenal value creation. But if there’s no path to turn that value into cash? You’ve built a very expensive hobby.

Value Realization: The Forgotten Middle Step

This is where most MENA founders get lost.

Value realization isn’t the same as exit. It’s not a single event. It’s the mechanisms and paths you build to deliver liquidity back to investors and founders along the journey.

Think of value realization as your answer to: “How do we actually capture some of this value we’re creating?”

The Value Realization Toolkit includes:

Secondary Sales – Selling a portion of your shares to new investors or existing ones before exit. Smart MENA founders are negotiating secondary rights in Series B and C rounds, allowing them to take some chips off the table while the company continues scaling.

Partial Buyouts – Strategic investors or late-stage funds buying out a percentage of early investors’ positions. This creates liquidity for seed investors who’ve been in for 5+ years while you keep building.

Strategic Partnerships with Liquidity Components – When a regional bank or telecom takes a strategic stake and buys out some early angels in the process. You get the partnership and create early liquidity.

Dividend or Distribution Strategies – Rare in venture but increasingly discussed in MENA’s maturing ecosystem, especially for profitable scale-ups that don’t need to raise more capital.

Structured Secondaries with Growth Rounds – Setting up formal secondary processes alongside primary fundraising, where 20-30% of the round allows existing shareholders to sell.

The key insight? Value realization is something you plan and engineer—not something that magically happens at exit.

The MENA Reality: Great at Creating, Struggling at Realizing

Here’s what’s happening across the Middle East and North Africa right now:

Value Creation: World-Class Founders are building incredible companies. Valuations are climbing. Innovation is exploding. The region is creating value as fast as Silicon Valley and faster than Southeast Asia. Just check out Deal Room’s new data.

MENA is minting new unicorns at record pace. Source: Dealroom.

Value Realization: Immature Most founders don’t even know these mechanisms exist. Term sheets don’t include secondary provisions. Cap tables aren’t structured for partial liquidity. Investors sometimes actively resist value realization pre-exit.

Result? Founders and early employees with massive paper valuations and zero liquid wealth. Angel investors who’ve been in for 7+ years with no path to returns. Early VCs showing strong MOIC and TVPI on paper but weak DPI (actual cash back to LPs).

Exit: The Bottleneck Strategic acquirers are selective. IPO markets are developing but not mature. Cross-border M&A is complex. Every founder is waiting for “the exit” while the value they’ve created remains locked up.

This is the critical gap in the MENA ecosystem: Mastered value creation. Haven’t mastered value realization – yet.

Exit: One Path, Not the Only Path

An exit—acquisition, merger, or IPO—is the full transfer of ownership. It’s the grand finale. The moment when everyone who holds equity realizes value simultaneously.

When Careem sold to Uber for $3.1 billion, that was an exit. It delivered massive value realization in a single transaction. Former employees walked away with cash to start new ventures. Early investors returned capital to their LPs. The “Careem Mafia” was born.

But here’s what the smartest MENA founders understand: Exit is just one value realization mechanism—and it shouldn’t be the only one you plan for.

Why? Because exits are:

  • Uncertain (deals fall through constantly)
  • Slow (18-36 months from first conversation to close)
  • Rare (only a tiny percentage of companies achieve meaningful exits)
  • Binary (you either exit or you don’t—there’s no middle ground)

If exit is your only value realization strategy, you’re betting everything on a single unlikely event.

What Smart MENA Founders Do Differently

1. Build Value Realization into Your Cap Table from Day One

When you’re raising seed or Series A, negotiate secondary provisions. Build in the right for founders and early employees to take 10-20% liquidity in future rounds. Structure your ESOP for partial exercises. Don’t wait until Series C to start these conversations.

2. Create a Value Realization Roadmap Alongside Your Growth Plan

Use tools like the Outcome Canvas to map specific liquidity events:

  • Year 3: First founder secondary (10% of equity)
  • Year 5: Seed investor partial exit opportunity
  • Year 6: Strategic secondary or growth equity with buyout component
  • Year 7-8: Full exit transaction

You’re not choosing between value realization and exit—you’re building a systematic path that includes both.

3. Educate Your Investors on Progressive Liquidity

Many MENA investors still have an “all or nothing” mentality. Your job is to help them understand that progressive value realization:

  • De-risks the journey for everyone
  • Keeps founders motivated for the long haul
  • Proves the model works before the final exit
  • Creates local success stories that strengthen the ecosystem

4. Look at Maturing Markets as Your Template

In Singapore, Switzerland, and increasingly parts of Asia, value realization is systematic. Secondary markets function efficiently. Late-stage funds expect to provide some liquidity to early investors. Founders take partial liquidity at Series B+ as standard practice.

MENA needs to adopt these practices. The infrastructure is slowly emerging—growth funds offering secondaries, family offices providing liquidity solutions, regional exchanges developing. But founders need to demand these mechanisms, not just wait for them to appear.

5. Don’t Confuse Paper Gains with Real Outcomes

Your company hitting a $1B valuation is value creation. It’s impressive. It’s meaningful. But it’s not value realization until someone can convert equity into cash.

Stop celebrating valuations like they’re victories. Start celebrating liquidity events—even small ones—because those prove the model actually works.

The Path Forward for MENA

The region is at an inflection point. We’ve proven we can create extraordinary value. Now we need to mature the mechanisms for realizing that value.

This means:

  • Investors being open to structured secondaries and partial liquidity
  • Founders demanding value realization provisions in term sheets
  • Ecosystem builders creating secondary market infrastructure
  • Government entities supporting liquidity mechanisms through policy
  • Accelerators and advisors teaching founders about value realization paths

The difference between a mature startup ecosystem and an immature one isn’t value creation—it’s value realization infrastructure.

The Bottom Line

Value Creation = Building the company (revenue, IP, market share, team)

Value Realization = The mechanisms you use to deliver liquidity (secondaries, partial sales, strategic buyouts, and yes—exits)

Exit = One major value realization event (M&A, IPO), but not the only one

Liquidity = The actual cash that results from value realization

Stop thinking “build the company, then exit.” Start thinking “build the company, create progressive liquidity along the journey, then exit.”

The founders who master all three? They’re the ones who don’t just create paper wealth—they create generational outcomes for themselves, their teams, and their investors.

And they’re the ones who stick around long enough to build MENA’s next generation of billion-dollar companies.


At Strategy Tools, we work with MENA startups, VCs, and ecosystem builders to develop systematic approaches to value creation, value realization pathways, and exit execution. The Scale Up MENA! masterclass helps founders understand these critical distinctions—and build companies designed for liquid outcomes from day one.

The question isn’t just “What’s your company worth?” It’s “When and how do you convert that value into cash?”

In November 2025, we will be running five Scale Up MENA! Masterclasses in Dubai. In December, we are back in Cairo, Egypt again. Want to join us? Get in touch. Chris@strategytools.io

Read more about the Scale Up MENA! Masterclass.

Thanks to Abdullah Mutawi , Scott Newton & Rick Rasmussen for inspiration for this post.

What is a ‘good cap table’? How have we trained 4,000+ participants on cap tables to date and how can new trainers become masters of cap tables?

Over the coming 12 months we expect to train and certify 30-60 Scale Up Train-the-trainers. These range from accelerator managers, business school faculty, VCs and program managers at large, global entrepreneurship programs. Yet, what they all will face is the joy, the struggle and the complexity of ‘the cap table’.

Here is a short overview on the four most common cap table tools we use in Scale Up!

Term sheets, term sheets everywhere….

What is a ‘cap table’?

A capitalization table – or ‘cap table’ – is the living, breathing record of who owns what in your company. It tracks equity ownership across all shareholders, from founders and employees to angels, VCs, and convertible note holders. Think of it as the financial DNA of your startup.

At its core, a cap table shows the percentage ownership, the number of shares, and the type of securities each stakeholder holds. But it is far more than a static spreadsheet. A well-maintained cap table tells the story of your fundraising journey – every investment round, every SAFE conversion, every option grant to key hires. It reveals who has voting rights, who gets paid first in an exit, and how much dilution founders experience as they scale.

In Scale Up!, we have seen hundreds of teams wrestle with their cap tables. The ones who master it early gain a strategic advantage. The ones who treat it as an afterthought often face painful surprises down the road – discovering they have given away too much, structured deals poorly, or created complex messes that scare off sophisticated investors.

Why good cap table management matters?

Poor cap table management is one of the silent killers of startups. We have watched promising companies stumble not because their product failed or their market disappeared, but because their cap table became an unsolvable puzzle.

First, investors care deeply about cap table cleanliness. A messy cap table signals operational immaturity. When a Series A investor sees dozens of small angel investments, confusing SAFE terms, or founder equity splits that don’t make sense, they start asking harder questions. Some walk away entirely. In fact, based on our work with VCs across three continents, cap table issues rank among the top five deal-breakers in early-stage investments.

Second, cap table mistakes compound over time. That generous equity grant to your first employee? That SAFE with a low valuation cap? These decisions ripple through every subsequent round, affecting dilution, control, and exit economics. We have seen founding teams who, after three rounds of funding, own less than 20% of their company – leaving little incentive to keep building.

Third, transparency matters. A well-managed cap table builds trust with your team and investors. Everyone knows where they stand. Employees can model their option value. Investors can track their returns. Founders can make informed decisions about future raises. When we run Scale Up! sessions, the teams that maintain real-time cap table accuracy consistently outperform those who don’t – they make faster decisions, spot problems earlier, and negotiate better terms.

Finally, your cap table becomes critical during exits. Whether it is an acquisition, IPO, or secondary sale, the cap table determines who gets what. Liquidation preferences, anti-dilution clauses, and participation rights all flow from your cap table structure. Get it right, and everyone celebrates. Get it wrong, and you will watch your team’s wealth evaporate in legal fees and disputes.

What on earth are these terms??

What role does the cap table have in Scale Up?

In Scale Up!, the cap table isn’t just a teaching tool – it is the backbone of the entire learning experience. Everything flows through it. Every strategic decision participants make, from hiring key talent to choosing between investor offers, ultimately shows up in their cap table.

We designed Scale Up! around a simple truth: you cannot understand startup growth without understanding equity dynamics. Founders face constant trade-offs. Should they take money from that eager angel at a lower valuation, or wait for a lead investor? Should they grant 2% equity to a rockstar COO, or offer a lower package with more cash? Should they raise a large round at a high valuation, or stay lean and bootstrap longer? These questions all converge on the cap table.

Throughout the simulation, teams watch their cap table evolve in real-time. They see how their ownership percentage shrinks with each round. They feel the tension between growth capital and dilution. They experience the consequences of poor terms or ill-timed rounds. And crucially, they develop an intuition for what ‘good’ looks like – balanced ownership, clean structure, alignment with investors.

The cap table also serves as our primary performance tracking mechanism. In our leaderboard, we don’t just track revenue or valuation. We track how efficiently teams deploy capital, how well they preserve equity, and how smartly they structure their deals. The winning teams aren’t necessarily those who raise the most money – they’re the ones who reach their milestones with the least dilution.

From our experience training over 4,000 participants across accelerators, business schools, and VC programs worldwide, we have seen that mastering the cap table transforms how founders think about their business. They stop seeing fundraising as simply getting cash in the door. Instead, they start thinking strategically about capital as a tool, equity as a finite resource, and investors as long-term partners. That mindset shift is what Scale Up! is really about – and the cap table is where it happens.

Good deal? You decide

Here are the four cap tables we use in Scale Up!

Pen & Paper

For smaller groups, with less experience and less time, the good ol’ pen & paper format works perfectly fine. If you are running a discovery session (3 hours) or even a full-day session, you can get far with just pen and paper.

In fact, Scale Up! was first designed for pen & paper, in the view that we learn more when seeing and writing vs. punching numbers into a spreadsheet. There is something powerful about physically writing down each equity transaction. It forces teams to slow down, discuss each decision, and truly understand what is happening to their ownership structure.

Pro:

– Easy to use – Very easy to get started – Simple to manage for both participants and facilitators – Forces intentional, slower decision-making – Great for building foundational understanding

Con:

– Gets complex after first three rounds – Converting SAFEs and CLAs is not so easy in the paper format – More manual, so it takes a lot longer – Hard to track multiple scenarios or run sensitivity analysis

When to use it:

For small groups, lower levels of pre-existing knowledge, limited time, or when introducing basic cap table concepts for the first time.

Who’s in charge:

The team. Make sure the whole team works through this format together. Go slow. Cover the basics. This collaborative approach ensures everyone understands the fundamentals before moving to more complex tools.

Facilitator view:

With small groups, it’s pretty easy to follow. You can always see the documents and paper records on the table. Increase the group size, say, to six or ten teams and it might get a bit trickier. Budget extra time for teams to catch up, and expect to do more hands-on support walking around the room. We typically recommend one facilitator per 15-20 participants when using pen & paper.

Cap Table meets pen & paper. A sight of beauty, truly.

Excel 1.0 (the classic)

Almost as old as the pen & paper format in Scale Up!, the old Excel file is still fantastic to use. It was made for ‘save a local copy’, and has no cloud collaboration or shared leaderboard. It works. It’s simple, but it is also lacking a number of key features.

This version emerged from our early days working with accelerators who wanted something more scalable than paper, but didn’t yet need real-time tracking. It has proven remarkably durable – thousands of founders still use it today.

Pro:

– Easy to use – Covers basic cap table management, nothing else – People use it locally, can take it home and work on it overnight – No internet dependency – Teams can experiment without worrying about ‘breaking’ a shared file

Con:

– Facilitators have little to no insight into how it is going – Hard to follow and impossible to track the top performers – Mistakes are often left unsolved, due to only having local version – No real-time feedback or comparison with peers

When to use it:

Designed to make the pen & paper version slightly more suited for multiple rounds and later stages, it is simple and easy to use. The Excel 1.0 cap table tool is very suitable for small and large groups, at entry- and intermediate levels. Just don’t expect to be able to track performance or clean up mistakes in this format. Best for asynchronous work or when participants want to practice independently between sessions.

Who’s in charge:

The CFO

Facilitator view:

We have run 100’s of sessions with this tool, and it just works. Probably the best tool for super early stage founders who are still wrapping their heads around basic equity concepts. The lack of real-time visibility means you will need to schedule regular check-ins and be ready to troubleshoot issues retroactively rather than preventing them in real-time.

A super simple locally hosted Excel-based cap table, from pre-seed to seed+. No ESOP?

Google Sheet 1.0 (the basic)

A couple of years ago we started experimenting with a shared version, where we could track all teams in the same interface, and also teams could compare themselves in real-time.

We simply copied the excel version into a Google Sheet version (1.0), and voila, we had the basic version. Instantly, this was a hit with participants. The competitive element that emerged from the live leaderboard completely changed the energy in the room. Teams started benchmarking themselves, learning from top performers, and pushing themselves harder.

Pro:

– Same ease of use as Excel – Now in a shared format, with leaderboard – Easy to keep track of all teams, audit and correct cap math mistakes in real-time – Creates healthy competition and peer learning – Facilitators can provide targeted support based on what they see

Con:

– Not many; but a clear message that ‘this is only looking at financing’ – Not tracking ARR, revenue or basic accounting – Teams sometimes focus too much on leaderboard position vs. learning

When to use it:

In most sessions, really. Great for both entry, intermediate and more advanced users. If you have reliable internet and want to create a dynamic, competitive learning environment, this is your go-to tool.

Who’s in charge:

The CFO

Facilitator view:

Bringing the cap table from local Excel to shared Sheet is a game-changer. If there are two facilitators, one would spend ca. 10% of his / her time to just keep an eye on, do light audits and generally correct mistakes before they turned into major problems. The real-time visibility means you can spot patterns – which teams consistently make similar mistakes, which concepts need more explanation, which teams are ready for advanced challenges.

But, the feedback was clear; ‘where do we track everything else….?’ Teams wanted to see how their cap table decisions connected to their revenue growth, hiring plans, and burn rate. That insight led us to build version 2.0.

Series B with Vessemeyer Capital and Fifth Wall, but look closely for the pre-money, post-money and how ESOPs might skew the cap table. Any facilitator would pick this up in a seconds.

Google Sheet 2.0 (the full management dashboard)

In early 2025 we started piloting a more advanced, full scale ‘Management Dashboard’. This tool would quickly outgrow the cap table, and suddenly teams would be able to run full-scale operations, annual accounting, ARR growth, margins, Y-o-Y growth, advisors, zoo animals and exit transactions, all in the same real-time spreadsheet.

Once we saw this live, we knew we were not going back. This version represents the full Scale Up! experience – where financial strategy, operational decisions, and equity management all interconnect. Teams finally see the complete picture: how hiring that expensive VP impacts burn rate, which impacts runway, which impacts when they need to raise, which impacts dilution.

Pro:

– Comprehensive full overview across all aspects of the company – Real-time, shared with running Leaderboard – Makes it superbly easy to run the session as facilitator, offering far more depth into company financials – Reflects real-world complexity that founders actually face – Teams develop holistic strategic thinking, not just cap table mechanics

Con:

– OK, so, it is very complex. It clearly takes time to figure out, and even the best teams get parts of it wrong – It has a lot of moving parts, leaving it hard for the teams to focus on the core, cap table management – Not for beginners, as most get overwhelmed and do not understand the basic financials, never mind cap tables – Requires significantly more facilitator expertise to run well – Teams need strong collaboration and clear role division to manage effectively

When to use it:

Intermediate and advanced-level teams. Need more time. Only worth using when we have minimum one full day, preferably three days. Best for cohorts that already understand startup basics and are ready to wrestle with the messy reality of scaling a company.

Last used with:

Katapult Ocean Program, and here it worked very well. These were experienced impact-driven founders who needed to see how sustainability metrics, investor expectations, and financial performance all connected. The complexity matched their reality.

Who’s in charge:

The CFO, but all team members have dedicated working areas they own. The CEO focuses on strategy and investor relations, the CTO manages product development costs and technical hiring, the CMO tracks customer acquisition and revenue growth. This distributed ownership mirrors how real startup teams actually operate.

Facilitator view:

This is a monster to run, but once it is running it is fantastic. Due to the holistic view on each startup, the full management dashboard takes the Scale Up! experience to another level – but only if you as a facilitator can handle it. You need deep financial literacy, strong group facilitation skills, and the ability to rapidly diagnose where teams are stuck. Plan for at least two facilitators for groups larger than 20 participants. The upside? Teams leave with genuine strategic capabilities that transfer directly to their real companies.

The Leaderboard view everyone craves
Zoom in, and find the Series C with SCV at 400M, with 4,4% remaining in the ESOP unallocated.
But zoom out, and you realize there is quite a lot to track…

Closing thoughts

With 30-60 new trainers coming online, there will be plenty of chances for Scale Up sessions, big and small. From classrooms to Masterclasses, we will be delivering Scale Up!, Scale Up MENA! and Scale Up Africa Rising!

But, keeping track of all things cap tables is crucial. As a future facilitator, make sure you select the cap table tool that works for you and master it. Use this guide to decide on the right tool for the job for you.

Remember: the tool itself matters far less than your ability to use it effectively. We have seen brilliant sessions run with pen & paper, and mediocre ones with the full dashboard. Your job as a facilitator is to meet participants where they are, push them appropriately, and ensure they leave understanding not just how to fill out a cap table, but why it matters.

Start simple. Master one tool completely before moving to the next. Build your confidence. And most importantly, remember that behind every cap table percentage is a real founder making real decisions about their company’s future. Our job is to help them make those decisions wisely.