Case 087Diligence and red flagsWarm up
What would you look for in a company you want to invest in? Screen Beejvik Agri, Mitravik HR and Jalvik Water against a five-point checklist and say which goes to the partner meeting.
1The situation
Your fund screens early-stage companies against five tests before a partner sees them: a market above Rs 5,000 crore, revenue growth above 50%, gross margin above 50%, founder-market fit (the founders have lived the problem), and needing less than Rs 50 crore to reach the next milestone that would justify a higher valuation.
Three companies are on your desk. Beejvik Agri sells seeds and inputs to farmers: market Rs 20,000 crore, growth 70%, gross margin 18%, led by a second-time founder who built an agri business before, needs Rs 80 crore. Mitravik HR sells payroll and attendance software to mid-sized firms: market Rs 6,000 crore, growth 55%, gross margin 76%, founded by a former HR head, needs Rs 30 crore. Jalvik Water sells water purification units to housing societies: market Rs 3,000 crore, growth 90%, gross margin 45%, founded by two engineers with no water-sector background, needs Rs 20 crore.
2Your task
Score each company against the five tests, pick the one for the partner meeting, and say what the checklist cannot tell you.
Quick check
Which company clears all five tests?
Worked solution
Try it on paper, then open one step at a time.
30-second answerThe answer to give first
Mitravik HR goes to the partner meeting: it is the only one that clears all five tests. Beejvik has the biggest market but an 18% gross margin and an Rs 80 crore capital need, scoring 3 of 5. Jalvik grows fastest but fails on market size, margin and founder fit, scoring 2. The biggest market is not the best investment: to earn Rs 100 crore of gross profit, Beejvik needs Rs 556 crore of revenue and Mitravik Rs 132 crore.
Step 1What should an investor look for, in order?
When you choose a shop to rent space to, you check whether enough people pass by, whether the shop is getting busier, whether it keeps enough of each sale, whether the owner knows the trade, and how much it needs before it can stand on its own. A venture screen asks the same five questions: market size, growth, gross margin, founder-market fit and capital to the next milestone. The answer to what you look for in a company should name tests like these and then show you can apply them, because a list without a decision tells the interviewer nothing about your judgement.
Step 2How do the three companies score?
Beejvik passes market, growth and founder fit but fails margin and capital: 3 of 5. Mitravik passes all five. Jalvik passes growth and capital but fails market size at Rs 3,000 crore, margin at 45%, and founder fit, because neither founder has worked in water or with housing societies: 2 of 5. The only company with no failed test is the one with the second-smallest market, which is the point the question is testing.
Step 3Why does gross margin beat market size here?
Gross margin decides how much revenue you need to build a business that pays for itself. To earn Rs 100 crore of gross profit, Beejvik needs Rs 556 crore of revenue, 2.8% of its market; Mitravik needs Rs 132 crore, 2.2% of its market. Jalvik would need Rs 222 crore, 7.4% of a small market. Beejvik's big market is real, but it must take more than four times as much revenue as Mitravik for the same gross profit, and it needs Rs 80 crore to try.
| 100 | Rs crore of gross profit, the yardstick |
| 0.18, 0.76, 0.45 | gross margins of Beejvik, Mitravik and Jalvik |
| Company | Score | Revenue for Rs 100 cr gross profit | Share of its market | Fails |
|---|---|---|---|---|
| Beejvik Agri | 3/5 | Rs 556 cr | 2.8% | margin, capital |
| Mitravik HR | 5/5 | Rs 132 cr | 2.2% | none |
| Jalvik Water | 2/5 | Rs 222 cr | 7.4% | market, margin, founders |
Step 4What can the checklist not tell you?
A screen filters; it does not decide. Beejvik's failures may be fixable: an agri founder on a second company might lift margin with private-label inputs, and that is worth a note to revisit rather than a rejection. Jalvik's founder test is a judgement call, and engineers who have installed a hundred units may know the problem better than their CVs suggest. Mitravik passing five tests says nothing yet about competition from payroll products already sold to the same firms, which is the first question for diligence. Say this in the interview: the checklist decides where your time goes, and the partner meeting is where the real arguments start.
Where candidates lose it
Candidates pick Beejvik because its market is more than three times Mitravik's. Market size is one test of five, and an 18% gross margin with an Rs 80 crore capital need means that market is expensive to win.
The second miss is listing what you look for without applying it. The question invites a list, but the interviewer is listening for a decision and for the one test you would weigh most.
What the interviewer asks next
- Which of the five tests would you drop if you could keep only four, and why?
- Beejvik shows a plan to reach 35% gross margin with private label. What would you need to believe it?
- How would you test founder-market fit in a first meeting?
- Mitravik's largest competitor is a payroll product bundled free with accounting software. Does it still go to the partners?
Asked at Insight Partners, Leveraged Buyouts, New York, 2023 (Wall Street Oasis): what I'd look for in a company I want to invest in and some spaces/ companies that I'm interested in
Company names and figures are illustrative.
