Director of Axienta launches book for entrepreneurs on ‘Financing New Ventures’

Tuesday, 15 July 2014 00:50 -     - {{hitsCtrl.values.hits}}

Many business ventures today are looking to attract external financing, with an emphasis on business angel investment. Providing fresh evidence to address this crucial topic and qualifying the positive impact that angel investors make to the companies they fund, Geoffrey Gregson, a Director of Axienta, recently launched a book titled ‘Financing New Ventures: An Entrepreneur’s Guide to Business Angel Investment’. Gregson is also a Director for the Centre for Entrepreneurship Research at the University of Edinburgh Business School, United Kingdom, and a visiting professor at EADA Business School in Barcelona, Spain. He holds a PhD in Management, LLM in Intellectual Property Law, and MSc in Social Science Research from the University of Edinburgh (UK), an MBA from the University of Calgary (Canada), and BPE from the University of Alberta. His book provides the reader with fund-raising strategies and tactics and incorporates the views of business angels, venture capitalists, entrepreneurs, and legal advisors; draws upon the latest academic thinking on financing new ventures and provides comparisons between business angel and venture capital investing to further inform the reader. The concepts, principles, and guidelines presented in this book, are designed to assist any entrepreneur, business support agency, business student, and others interested in raising external investment and in developing an “investable” business. The book is organised into seven chapters covering  key topics that comprise of: fundamental concepts of entrepreneurial venturing and entrepreneurial finance, market conditions from which “investable” businesses emerge (with guidelines for building an investable business case), the investment process, deal negotiations,  the relationship between entrepreneur and investor post investment and recent trends affecting how entrepreneurs raise finance - that include strategic exits, “super angels” and the emergence of “crowd funding.” Outlining the thinking behind his book, Gregson stated: “My primary motivation for writing this book was to empower entrepreneurs. The book is organised to complement the development of a concise and well-written business plan and pitching strategy for the entrepreneur in order to raise investment from business angels or venture capitalists and to attract support from strategic partners or those you seek to attract into the business.” He added: “The book focuses on different processes for raising capital, creating realistic financial projections and creating a compelling pitch that speaks to the needs and concerns of investors. It offers guidelines that will prepare entrepreneurs to confidently face a wide variety of situations that they might confront when raising capital for their businesses. I have also provided a series of interactive cases from practitioners that correspond with each of the books chapters, as well as suggestions from my own experiences.” When talking about whom would benefit most from this book Gregson said: “Clearly entrepreneurs with an idea and a compelling dream are the target beneficiaries, but so are those who need to develop a sound marketing and promotion strategy to bring awareness to the launch of a new business or product.” Speaking about his own organisation, Gregson stated that Axienta itself has plans to initiate a private funding campaign and he believe that many of the strategies outlined in his book will be relevant as they prepare to raise new investment. Gregson stated: “Axienta has successfully empowered enterprises in managing their field workers through mobile solutions that enable more effective and efficient customer engagement leading to better ROI.” The company, led by CEO Manju Fernando, possesses a strong management team with international technical, commercial, operational, sales and marketing experience. Gregson adds: “This expertise has allowed us to generate a strong customer base domestically, but we are raising our game to expand our business offerings and move into new international markets, which continues to raise the value of our company and should be attractive for investors.” The book can be ordered through, Business Expert Press or on iTunes.