Due Diligence : Customers

Another piece of the due diligence is the customer base. As part of the checklist, you want to get of course the list of all customers but also you want to get a good understanding of who is the authorized representative for each of them (direct, channel, web). As well, you want to see customer growth for the past five years, including revenue per customer (sales, maintenance and services). If you are offering a service-based solution (mobile or web), you also want to get info about usage and churn. You also want to get reports on all credits given to customers as well as a detailed list of accounts receivable.

Another challenge for companies being reviewed is to provide a list of all non-solicitations (for and against the Company). You also want to gather all correspondence sent to and received from any customers regarding problems relating to the services or products offered by the Company. As you can imagine, this can be quite a task if the Company has not been properly keeping all their archives and records.

Finally, you want to get any information about advisory councils or other form of customer interactions that the Company is handling. It is also a good idea to ask for permission to talk to a few customers. Of course, the Company will offer to provide names of selected customers. This is quite fine but most likely these are clients that are very favourable to them. You might want to add a few more names that you previously selected from the customer list. In this line, you should also ask for any form of customer win/loss analysis that they might have conducted in the past couple of years.

This was the last segment covering the key components of a due diligence check list. Hopefully you found this to be quite useful. Next on my list is to talk about integration planning, namely employee reviews, budget consolidation and change of management.

Due Diligence: Marketing

Marketing. There a many things you can ask for in here but I have a few specific items that I find to be important benchmark in determining the ability for a company to continue to successfully market their products and services – a key indicator on their capability to sustain market demand.

Obvious items
So you want to see all past press releases and newspaper and magazine clippings covering the Company’s launches and coverage for the past 5 years. This also includes any customer testimonials and use cases. This goes as well for any marketing collateral such as brochures, advertising, web banners, etc. As such, you also need to get all advertising agreements signed for the past 5 years.

Not so obvious items
Did the Company conduct any forms of customer surveys, user studies, product validations? What kind of intelligence does the Company have on their market and their respective buyer persona? You also want to get a list of all associations or organisations that the Company is member of. As well, how many events and trade shows that the company is usually attending or sponsoring? But more importantly, you want to have access to all latest product and marketing launch plans developed by the Company. This is important to see how structured they are but also to see how impacting their marketing strategies have been when compared to results such as media coverage, etc.

The new frontier
How much as the Company has embraced Web 2.0? What is the current strategy when it comes to social networks such as Twitter & Facebook? How successful are they in getting their brand out there? What about their plan in converting web traffic into tangible leads? Does the web site provide the right entry points for SEO, Adwords? Does the Company have been actively contributing to a Blog? How much does the Company knows where to reach out to their target market? Without a well defined and clear strategy, a lot of this might just be running on good luck.

Beyond some cool tag lines and snazzy t-shirts, today’s Marketing is a lot more about a well defined process where there is a tangible synergy between Product Management, Marketing and Sales. As part of the due diligence process, it is imperative that you need to identify how well organized the Company is and how much this can be sustained. Beyond sporadic marketing activities, you want to see a plan that shows what needs to be done and how they can execute in order to get market demand that ultimately leads to achieving your sales targets.

Due Diligence: Operations

Ok, another week and we should be good to finish covering the key components of a due diligence process. Let’s now move to Operations. This is an important part as this will help determine how much does it cost to run the core of the business (minus expenses such as Marketing, T&L, etc). For one, the buyer wants to know about all your place of business, specially foreign operations that might not be familiar to them.

Leases and promises to purchase
You will need to get a list of all on-going leases and promises to purchase with a value greater than $3,000. This is a another good test to see if your CFO or financial controller is keeping a good tab on all our financial obligations

Joint ventures, partnerships
Another rat hole where a lot of companies love to sign contracts left and right. You know need to provide a detailed list of all these agreements. You can imagine the work that needs to be done in order to track all of this if you don’t have the right kind of database. Of course, your law firm can assist you in scanning all these legacy documents but this will cost you an arm and a leg.

Consignment or conditional sale agreements
Does the Company have any consigned (with a customer or distributor/reseller) or any conditional sales agreements (linked for example to the delivery of custom development or services)? Companies should be careful when it comes to declaring revenue before it can be formerly recognized.

Contracts with any agent, agency, broker or brokerage firm
What about agents or brokers? Does also applies to verbal agreement that some companies have a tendency to have here and there.

Organization chart or internal organization plan of the Company
This is a very good indicator on how you are running your business. Does the Company have a straightforward structure or is it so unique that most people have a hard time understanding it? Any unusual structures can be seen as a risk. For example, having support reporting under R&D might work for you but will be a problem once integrated into a bigger company. Also, you can ask for the last couple of org charts, it is interesting to see how the Company has evolved in the past few iterations.

Documents relating to any certification granted to the Company
Is the Company ISO compliant or member of special associations? Some industries might have tougher requirements on this matter.

Documents relating to every warranty granted by the Company
Finally, the Company needs to produce all active warranties ever produced for products or services sold. This is another fun task if you don’t have the proper database to keep track of all this.

Due Diligence: Intellectual Property

Ok, now on to the big whale of the due diligence process: intellectual property. This is where the buyers needs to weed out what is really valuable and for the seller to stuff as much as possible the value of the business. What are the trademarks that are truly valuable? What copyrights are worth something? That goes without saying about a well developed portfolio of patents.

  • Trademarks: list of the Company’s used & proposed trademarks, licences granted to third parties (including assignments). Is there is trademark claims for or against the Company?
  • Copyrights: what are the copyrights (registered or not) owned by the Company? What are the copyright licenses granted by the Company? Is there any copyright infringement for or against the Company?
  • Patents: what are the patents (registered or not) owned by the Company? Does the Company have any applications for registration? Did the Company license any patents. Even more importantly, has there been any discussion, claims or dispute regarding patent infringement (for or against the Company). This needs to be well documented – I’ve seen deals called off at the last minute just for on a risk of a patent infringement …
  • Industrial Designs: this is also a very important point. Your engineering team and product design team might have a lot of very interesting designs up their sleeves.  While these might not yet help the Company, they can still be quite valuable for the buyer.
  • Trade Secrets: this also applies to trade secrets. The seller needs to list all work done by the research team and other highly secret software development done.
  • Technological Processes: does the seller have any innovative processes? If so, this is key to identify here.
  • Confidentiality and Non-Disclosure: this is an area that I find too many companies are easy going when it comes to signing NDAs. A big portion of NDAs are often signed just because that’s how things are done. And I can’t disagree more. There is a lot of situation where non-disclosure are not needed (and will be a topic of an upcoming post). In any case, the seller needs to provide the complete list of all agreements signed. This is where having a paralegal and a good system to archive agreements makes the due diligence process easier to go thru.

The key takeaway point for me when it comes to intellectual property is all about the quality of the content that the seller can provide. If you don’t have any decent system to manage and retrieve all this information, you will spend a huge amount of time to assemble the data room – let alone forgetting to disclose important information. And this gets even more complicated as the Company gets older. And since many elements related to Intellectual Property lasts more than the usual five (5) years, you can actually drown yourself in a sea of content in trying to provide that the buyer is requesting. The worse of it all is that can be planned ahead – every deal requires for the same core of content (but not always formatted the same way).

So start-ups, start gathering and maintain your data in preparation for any due diligence you might encounter. Don’t wait until you get an offer …

Due Diligence: Legal Information

This morning I am covering the legal portion of a due diligence. I look at this as the appetizer before we dig in Intellectual Property. Some of key elements you need to ask for include:

  • The name of all the law firms and professional services contracts signed with these law firms for the past five (5) years.
  • Did the Company make any claims in the past five (5) years? This includes injunctions, procedures, whether these were judicial or administrative. This also applies to any claims received against the Company or its directors and shareholders. From a sellers point of view, there is no reason to hide anything. With today’s day and age of the Web, there is a lot of info circulating out there and that last things you want is for the buyer to find something without you telling them first – even worse when this happens before the deal is closed.
  • If the Company has been in court, was there any Judgments or out of court settlements?
  • Ultimately, is there anything from a legal perspective that could raise the liability of the directors and shareholders that the buyer needs to know about. Again, if the seller has a well managed database, such things are easy to dig up. Otherwise you might just forget about something. And forgetting gives an immediate impression of hiding something…
  • In the context of IP (and we’ll get deeper on the matter in my next post), the seller needs to supply any form of Legal opinions prepared by any lawyer or law firm regarding the actual and potential liability of the Company.
  • This section also relates to compliance. The seller need to list all permits that they have in order to run de business as they do. This can also include components such as the Office of the Langue Française that we have here in Quebec. There is an obligation to comply to specific rules once a Quebec based Company is more than 50 employees. While the Company can still run their business without being 100% compliant, this is something you want to raise as you are looking to buy the business.

What is important to capture here is not only any information that indicates issues from a legal and compliance perspective but also the level of precision on how legal was managed. Too many times, legal is managed by an outside firm and the management of records is not really being kept in order. Due diligence is as much about how you get the info as the info itself. This is why I always suggest that start-ups invest just a bit more on legal (for example, by hiring a junior paralegal) and make sure that everything is tidy and clean. Again the whole point of doing a due diligence and purchase agreement is to make sure that you are fully aware of all potential risk and liabilities – getting no surprises once the deal is done. And this applies also to the seller; you need to minimize risk and liability for the shareholders as they will mostly have a portion of the deal under escrow.

Due Diligence: Financial Information

Now lets move on to financial information. Not only you want to get the latest data but as many things in a due diligence, you want to get historical information for the past 5 years:

  • All the financial institutions that the Company has dealt with
  • For each of the Company’s bank account, obtain the monthly bank statements
  • Does the Company have any loans or line of credits with any financial institution, institutional lender or private lender
  • Is there any real restate mortgage agreements (Immovable hypothec agreements) ?
  • Same questions goes for any personal property mortgage agreements that a founder might have contracted (you want to eliminate any links to share ownership to debt, etc)
  • You also need to receive any documents such as acknowledgement of debt, promissory note, letter of credit, etc.
  • Did any of the executives or Director receive personal loans?
  • You also need to get copy of all form of government grants, subsidies, etc. that the Company has received or have on-going …

Due Diligence: Corporate Information

Let’s now look at a big component, the Corporate information. This includes all aspects such as structure of share capital, governmental notices, minutes and resolutions, list of directors, securities, agreements relating to Shares of the Company and operations. Here are some specific point of interests:

Directors
This can be quite important if you are doing some form of Merger or Leveraged buy-out (LBO). Understanding who these Directors are can actually help you during the deal making process. Everybody is involved for a reason (and it can’t just all be about philanthropy) and knowing this early on can be valuable – even more if you are considering keeping some of these Board members going forward. Of course, you will want to get rid of the VC related Directors but you don’t want to exclude 3rd parties without a proper reflection.

Senior Executives or Officers
Who is the executive team? What is their individual roles and actual contribution? You want to find out who is really running the business and how they are doing it. Sometimes you might have many VPs in the Company but only to realise that they are basically a bunch of “yes men” to the CEO. It is crucial to understand beyond their title who are the movers and influencers (right or wrong) within the Company you are acquiring.

Shareholders’ agreement
Does the Company have a shareholders’ agreement, what type is it? Who are the shareholders that have special voting rights? You also need to understand any special components such as vetoes, multiple dips, carve outs, etc. This can actually help formulate a valuation/offer that will make the deal happen. You also want to make sure who is benefiting from the employee stock option plan (ESOP). Often, start-ups are very aggressive on valuation and therefore put the exercise price under water (ESOP’s worth nothing). Planning to new ESOP or special consideration for key employees are not required to make the deal but are key in making the integration and acquisition ultimately successful.

Subsidiaries and Other Entities
How is the overall Corporation structured? How many subsidiaries does the Company have. This is crucial in understanding how you will operate this going forward but also for things such as Tax considerations. Never underestimate how this can impact the business once acquired. Not all finance deal coming out are as good as when created…

Business Plan
You need to get an up to date version of the Company’s business plan but also all business and products plans from the past five (5) years. This is key in determining how accurate and realistic the product and executive teams have been for the past years. As the Company will make representations on the sustainability of the business going forward, knowing how good they’ve done in the past will help you put in place the right level of reps and warranties on the deal (and also including escrow).

Relationships Between Individuals
Another very important aspect of a transaction is to understand the relationship (family, corporate, financial) between every director, senior executive, shareholder or employee of the Company. Who is dating the CEO’s daughter? Who is working in Support but is also married to the VP of Products? Is the main supplier of consulting services actually the cousin of the Dir. Of Operations? Never forget that blood is ticker than ink and enterprises that have deep roots in family ties require a greater deal of attention (and finesse) if you want the acquisition to be successful.

Past acquisitions
What acquisitions were done in the past. What are the key elements still ongoing on those deals (escrow, retainer programs, IP ownership, etc)? What assets were acquired in recent years? You want to make sure that all IP and rights were properly transferred to the Company you are acquiring. Make sure to include all past obligations as part of your assumptions – including implicit rights given to certain employees or shareholders. Just remember that while it is good for a seller to go thru multiple acquisitions (greatly reduces their own liability), it is the opposite for the acquirer ..

Due Diligence: History of the Company

While this section is far from being highly critical in the due diligence process, I find this to be quite important when it comes to preserving historical information and valuable archives. It is always interesting to see companies scrambling to get historical data from founders and key executive ONCE they left the company once acquired. This is actually a lot easier to get early on so don’t be shy to ask for more information – to be stored at a jointly approved area if needed (picture and video archived, memorabilia)

Early days
Get the seller to explain the early days of the company. Is there any skeletons in the closet? Is there is series of events or specific opportunities that have led the company to become what they are now today. This is also good to identify how far along they have been working on structured processes when planning.

Past product roadmap
Make sure you get all previously released product roadmap and plans. For one, it is important to look at the quality of what has been done in the past. Also, this is a good indicator on how accurate engineering is when it comes to deliver product plans. It is also very important to capture all past product packaging and historical pricing, including any important product bundling or OEM.

Current Situation
What kind of picture can the seller’s management team can paint on the current situation – from employee morale, product positioning, where the company plans to be successful and what are the known challenge.

Nature of the services or products offered
How is management describing their product line and services. Try to get here a different version than what Marketing has put on the web site and company brochure.

While most of the initial founders might still be in the management team, it can be interesting to interview a few of the initial employees – they usually have to most to complain about what even when trying to be polite about it, they can give you some valuable information. From the other side, I am always reluctant to give access to staff that are not properly trained to go thru a diligence process – never really sure about what will come out …

The A to Z of Due Diligence: high level view

In the coming blog posts, I will be covering some key aspects of the due diligence when acquiring a company. But to begin, here is the high level view from A to Z of the typical due diligence list. I will review specific points (and more based on your feedback) in the coming days and weeks.

A- Identification of the Company
B- Identification of the Authorized Representative
C- History of the Company
D- Corporate Information

  • Certificate or Articles
  • Governmental Notices
  • Minutes and Resolutions
  • Incorporators
  • Directors
  • Senior Executives or Officers
  • Shareholders
  • Securities
  • Share Transfers
  • Share Certificates
  • Agreements Relating to Shares of the Company
  • Subsidiaries and Other Entities
  • Business Plan
  • Relationships Between Individuals
  • Suretyships and Guarantees Granted in Favour of the Company
  • Corporate Operations
  • Numbers Attributed to the Company by Various Governmental Organizations

E- Accounting Information
F- Tax Information
G- Financial Information
H- Legal Information
I- Compliance With Laws
J- Intellectual Property

  • Trademarks
  • Copyrights
  • Patents
  • Industrial Designs
  • Trade Secrets
  • Technological Processes
  • Confidentiality and Non-Disclosure

K- Machinery, Tools and Equipment
L- Products and Services
M- Computer
N- Immovables
O- Insurance
P- Internet / Web sites
Q- Environment
R- Operations
S- Franchise
T- Marketing
V- Suppliers, Subcontractors and Consultants
W- Employees
X- Competition
Y- Research and Development
Z- Miscellaneous

As you can see, there is a lot of topics to cover in a due diligence … let me know what you really want to know more about …
Note: original check list courtesy of: http://www.scribd.com/doc/258570/Due-Diligence-Checklist
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