Finding the Funding for Your Business:
An Interview with Ground Level Investments
by Adele Sommers and Drew Weaver
I recently interviewed Drew Weaver of Ground Level Investments, a company that is introducing a groundbreaking way to connect small businesses with possible investors. This new model could make obsolete the ineffective, hit-or-miss mode in which entrepreneurs often seek capital from angel investors or venture capitalists. Read Drew's answers to my queries below to find out how this approach has the potential to completely change the funding game for entrepreneurs.
1) What is Ground Level Investments, and what sparked the idea behind it?
[Drew:] Ground Level Investments is a Web-based business focused on educating entrepreneurs and developing new investors.
The idea behind it started as follows: I majored in film/television in college, worked for a successful TV show, moved on to news production, and later started my first small business in which I built and serviced computers. One day, a friend of mine asked for my technical expertise on a project, and I later decided to go with him while he sought funding on the venture capital/angel investor "pitching circuit."
 On this circuit, I watched business owner after business owner -- each of whom had paid $2,000 or more -- pitch for 15 minutes (a 10-minute presentation followed by five minutes of Q & A). Unfortunately, these pitches were often given to a panel of investors who were not even interested in the industries being represented!
In fact, one investor stated that his firm wasn't accepting investment invitations at all! I was shocked to hear this because the companies planning these events must have known prior to accepting the entrepreneurs' fees that these investors would not be interested. My heart went out to the entrepreneurs who were being so terribly misled in this way.
When I returned home, I immediately started brainstorming ways to help make this process more beneficial to all parties involved. I worked countless hours -- and at times, it seemed almost impossible. For any process to work, the entrepreneur had to retain majority control over the direction of the company, and the investors also had to feel like part of the business process. I was contemplating multiple solutions daily. Trust me, it wasn't an_easy task!
One day, I had an epiphany. I thought, "Why can't we get the world involved, and not just the traditional funding sources?"
 If we could get ordinary people to fund these companies, we could build a system to benefit everyone. This model has its risks -- just like any business transaction -- but it offers ordinary investors a pathway to financial freedom and creates additional funding sources for entrepreneurs.
As I continued to develop ideas for Ground Level Investments, I realized we needed to educate all parties involved so everyone would have a fighting chance to make better business and investment decisions.
Although I have lost countless hours of sleep and had moments of great frustration, it has been a blessing to create something that has the potential to fulfill the dreams of millions of people. I look forward to witnessing the positive impact that Ground Level Investments will have on our visitors' lives.
2) Who are your target audiences or clients?
[Drew:] Our target audiences are entrepreneurs of all ages and ordinary people who want to learn how to invest skillfully in startup businesses.
 3) What is your business mission and philosophy?
[Drew:] Ground Level Investments' mission is to uplift the economy by 1) educating entrepreneurs and 2) developing new investors by teaching them what to look for when investing in a business "on the ground level." In doing so, we will create new sources of funding outside of venture capital firms, angel investors, and banks.
We believe everyone's dream is attainable if people are informed on how to face the difficulties of building and investing in startup businesses.
Our goal is to help people forge a pathway to financial independence in an economy that continues to place hard-working people on the unemployment line at an alarming rate. We want to provide that extra motivation and education to take people closer to fulfilling their dreams.
4) How will you help your audiences? What special services will you offer?
 [Drew:] Ground Level Investments aims to be a source of necessary education and expert advice.
We classify "necessary education" as anything that an entrepreneur or an ordinary investor needs to prepare for the tasks at hand. For example, if the company founder isn't confident about speaking in public, we offer professionals who specialize in this type of training.
Outside of education and advice, we offer three membership plans (starting at under $35 a month) and three membership packages.
- The plans provide a professional business profile that contains pertinent information that investors are looking for in investment opportunities.
- The packages offer entrepreneurs up to three online video pitches posted alongside the professional business profiles. The video pitches give investors a brief introduction not only to a business, but to the executives who will run it. Both services grant entrepreneurs global access to potential investors.
5) What makes your program different from other business funding sources?
[Drew:] Traditional business funding sources (venture capitalists, angel investors, and banks) often bypass good business ideas. Their reasons typically range from concerns about too little executive experience to lackluster exit strategy plans. Many successful businesses have stories of being passed over for these reasons, yet have grown to become some of the most profitable businesses of our time, such as Apple, Google, eBay, and Amazon.
 In contrast, we've created a system that will educate entrepreneurs and develop new investors. Education for would-be investors will include how to evaluate and manage investment risks.
Also, our online recorded video pitches represent a major departure from the expensive and often ineffective pitching circuits. They eliminate the need to travel, and can convey carefully crafted messages to potential investors 24 hours a day.
Further, because we offer "pitch coaching" and we can professionally produce the videos (for a separate production fee), business owners can appear in their very best light -- calm, confident, and in command.
6) How do you plan to work with government, colleges, and agencies?
 [Drew:] We are currently developing a relationship with the U.S. Small Business Association (SBA) to provide additional support to entrepreneurs. As we learn of other relevant government programs, we will immediately provide that information.
As far as colleges and agencies go, we will be inviting business educators to join us in a brainstorming session to see what we can collectively do to help non-traditional students achieve their entrepreneurial goals. We are always open to suggestions!
7) What's in it for you? What is your reward in all of this?
[Drew:] Ground Level Investments is a labor of love. We believe our system will create more companies with more jobs and related healthcare coverage, which will ultimately build a stronger, more resilient economy. My greatest reward is seeing new companies fueled by funding from ordinary investors, and watching all parties succeed beyond their wildest dreams.
Copyright 2008 Adele Sommers and Drew Weaver
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If you need business funding for your enterprise, I have good news for you in today's double edition!
Your ultimate goal is to get funding. The goal of the 10-minute pitch is only to generate interest and then get a follow-up meeting. 
4. How do you earn revenue?
Develop a strong closing! This is the surefire way to stand out in the crowd. If you want to inspire people, give them something to grab onto -- a final statement that has pizzazz. Give them something to think about that will make them want to run up to you in the hall after you leave. 
