Espresso Capital Partners

It has been a long time coming – as I am sure my partners will attest – that our website hit the launch pad and now ready to blast off.  Google, come crawl though it!

It has been a long time (almost 9 years) since I sold my business and I was assimilated into the acquiring company.  As I was now part of a larger organization, marketing was no longer in my job description.  I was able to throw the marketing tactics over the wall to a group of colleagues to execute.  It was their job to craft the message, positioning, value proposition and create actions to drive the business forward.  I didn’t always agree with some of the outcomes, but as an ex-Founder, it was one less task I had to worry about. Nice.

When I volunteered(?) to my partners to take on the job of putting together a website for Espresso Capital – I initially thought “how hard could that be?”.  Hire a graphics designer, write some copy and presto – instant visibility.  Well a few months later, it is up and running and I am reminded of my start-up days.

I had forgotten how much work was required and thought cycles has to go into getting your positioning right, aligning the messaging, keeping it simple and making sure the marketplace “gets what you do”.  Many times as a prospective investor I have prodded and poked companies on this very point – what is it exactly that you do and what is your value proposition?

For my partners and I at Espresso Capital, we believe our SRED-back working capital loans are an important part of the technology financing continuum.   Growing companies are always constrained by cash, and through our offering, we bring options and value to the high tech ecosystem.

What do you think, does the website hit the mark?

Let us know as we are always open for feedback…

Tags: capital, factoring, financing, SR&ED, technology, venture