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Brand Equity: If we have proof of concept, early adopters, partnerships in place and a solid business model, isn't it feasible to start talking about equity?
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Tom Williams, Clarity's top expert on all things startup answered:

I'd say you're *almost* ready to talk about equity but before you do, I think it's really important to check in as a group and see who really wants "in." Startup Weekends create a lot of enthusiasm and excitement but I've seen a lot of projects originate there that end up like reality TV - a contestant drops out or is voted off the island each week.

If you're really passionate about the idea and want to run with this, checking-in with each contributor and checking their level of passion is important before talking equity. Even though a vesting agreement can generally help eliminate dead equity, it still can leave significant equity in the wrong hands.

You're better off trying to shake anyone who isn't fully committed and waiting until you have a really strong sense of who really wants to roll-up their sleeves.

The best calculator (or guide to calculating equity) is here: http://foundrs.com/ and I'd caution in any scenario against equal splits. The bottom-line is that startups can't be run by consensus. It is best run by a single founder or a really well-established duo of co-founders and then "key hires" making inputs into one or two decision-makers.

Happy to talk this through with you in a call. In 15-30 minutes, we can walk through how to identify real commitment, what do do with people who are "waffling", how to compensate fairly and reasonably and what to do next.

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