Business Resources

This page has select articles and resources that seafood sector entrepreneurs can look to for ideas and guidance in building their businesses.

Recent Additions

Strategy and Impacts

The resources below are aimed at developing a successful business, in terms of how you go about it and what to prioritize. These can help companies in Phase 2 and 3 of the Fish 2.0 competition to clarify key elements of their plans, and focus on the customer value propositions, the team and go-to-market strategy.

Startups, Strategy and the "Lean Startup" approach

These articles are a good place to start to get familiar with the lean start up approach, and how it can get you off the ground quickly based on what customers are telling you.

Why the Lean Start-Up Changes Everything Steve Blank. Harvard Business Review. This is a good overview of the Lean Start-up approach, which favors experimentation, customer feedback, and iterative design.

What Are Some Biz Dev Best Practices For Startups? Peter Baskerville, Forbes Magazine on-line. This article provides a list of best practice tips for startups and early stage companies to create a competitive business model and develop a customer base.

Top 10 Ways Entrepreneurs Pivot a Lean Startup, Forbes. This article discusses the book The Lean Startup by Eric Ries, and goes into detail on the various types of pivots a startup can make during its development.

Getting to Plan B. John Mullins. (Book for Purchase) This book provides insight into how startups pivot their business plan and deal with uncertainty. The authors discuss how to stress test a business plan and create a robust and sound Plan B business model.

Three Fatal Errors Start-Ups Make. Francine Hardaway, Fast Company Magazine. This article goes into depth on three common errors that startups make; not having a real product, not understanding the market, and not having a sound business model. The article provides specific examples and recommendations for startup companies.

Disciplined Entrepreneurship by Bill Aulet (Book for Purchase). This book provides an integrated and comprehensive framework for developing a product to launch a new venture and develop a startup company.

Your Business Model & Plan

These resources go a little more in depth in developing your actual business model. Fish 2.0 competitors will recognize many of the same key themes that are emphasized in the competition.

Business Model Generation by Alexander Osterwalder and Yves Pigneur. Free Web app also available on the website This website provides a free Business Model Canvas, which can be used to describe, design, challenge, and pivot a business model.

SWOT Analysis for your Start up Business. This article provides details on the usefulness of conducting a SWOT Analysis for a business venture, and goes into depth on the four different factors of the analysis.

How to Write a Business Plan VCs will Fund (PDF). Lynn & Wilson, Morgenthaler Ventures and TubeMogul. This slide presentation covers the key elements of a business plan slide deck and what information to include in each section.

Customer development video clip (Stanford University) (video). In this instructional video Chuck Eesley discusses customer development methodology for lean startups and the applicability of the scientific method to the process.

Impacts & Metrics

Resources to help you assess which are the key impacts of you venture, and then find metrics and indicators to measure and communicate them. (Phase 3 of Fish 2.0 goes in great depth to work with entrepreneurs to develop these).

Fish 2.0 - Communicating Impacts to Investors. This Business Briefing provides key points to consider when measuring the social and environmental impacts of a businesses' activities. The briefing provides details on what impact investors are interested in, and how to use SMART metrics to demonstrate progress towards a goal.

IRIS. This website is a catalog of impact and performance metrics, with standardized definitions, that an increasing number of impact investors are using. This resource is great for measuring social, environment, and financial performance.

Impacts Grid. This resource is a simple 2x3 framework for approaching social and environmental impacts.

Learning from Silicon Valley, Stanford Social Innovation Review. This article discusses how the Omidyar Network uses a venture capital model to measure and evaluate effectiveness.


Below are a selection of templates and resources for enterprises on the key elements of finance. In Phase 3 of Fish 2.0, companies use these and other tools to improve how they describe their financial outlook and the investment opportunity.

Your Company Finances: Income, Cash-flows and Balance Sheets

The financial templates below provide spreadhseets to display income, cash flows and balance sheet projections.

This Financial Template, provided by Fish 2.0, can be used to report Financial History, Net Income, Cash Flow Statement and Balance Sheets. The spreadsheet is made so you can show these in both your local currency and in US$ easily. Download the Excel Spreadsheet (xls) and Instructions (pdf)

Financial Templates by SCORE This website provides free templates and additional resources on Business Planning, Finance, Marketing & Sales, and Management.

This website provides a wide variety of Excel based Financial Templates from Balance Sheets to Profit & Loss Projections. Make sure to click the small “Download” link for the free version.

Startup Funding Guides & Resources

Key elements of successfully funding a startup, including advice, resources and examples

The All-in-One Startup Funding Guide In this article Chance Barnett, CEO of CrowdFunder, goes into detail on five elements of successful startup fundraising; the pitch deck, term sheets, targeting investors, meeting & pitching to investors, and equity crowdfunding. The article also includes links to additional resources, templates, and specific examples.

Term Sheets & Stock Agreements

Term Sheets, Stock Purchase Agreements, Series Seed Financing Documents, and More

The Founders Guide to Term Sheets and Equity Crowdfunding In this article Chance Barnett, CEO of CrowdFunder, responds to three common questions on equity financing and term sheets. The article also provides links to additional resources and Term Sheet Templates.

Term Sheets Explained in Plain English (PDF) by Founders Fund. This downloadable PDF resource is a good place to start to understand Term Sheets. It provides a detailed evaluation of the components of a Term Sheet in a useful and understandable format.

Legal document templates. Some key document templates, available for free from the National Venture Capital Association. Includes term sheet, stock purchase agreement, and more.

Series Seed Financing Documents This resource provides links to free downloadable Series Seed Financing Documents, including an Investors' Rights Agreement (IRA), Certificate of Incorporation (COI), and Term Sheet.

Series Seed Financing Documents Free series seed financing documents from the Kauffman Foundation, including a Series Seed Form COI, SPA, IRA, and Term Sheet.

Convertible Debt & Other Flexible Instruments

Convertible debt, Founders agreement templates, SAFE financing, and More

Primer on Convertible Debt This article provides a detailed introduction of convertible debt, its usefulness as initial fundraising for early stage companies, and the primary features of convertible debt.

Frequently Asked Questions: Convertible Debt This article goes into detail on a number of frequently asked questions about convertible debt, and provides succinct responses as well as links to additional resources and articles.

Legal documents Upcounsel includes templates of convertible notes, founders agreement templates and more.

Safe Financing Documents This website provides information on Simple Agreement for Future Equity (SAFE) Financing, as well as links to additional SAFE Financing resources and documents.


Valuation advice and instructions in English and Spanish

The Pre-Money Valuation of Angel Deals in 2012 This article discusses how Angel Investors calculate the valuation of seed stage ventures, and mentions several reports and surveys pertaining to the pre-money valuation of Angel Deals.

Valoración de Startups Mediante el Método VC (Spanish)

Background on Finance & Accounting

Background information on the basics of accounting and financial statements

Accounting Made Simple, by Mike Piper (Book for purchase). This book provides insight into the Accounting Equation and its significance, how to read and prepare financial statements, and the concepts and assumptions behind Generally Accepted Accounting Principles (GAAP), as well as a number of other accounting topics.


The videos and pitch templates below describe best practices for entrepreneurs pitching to investors, and how to distill their story into key slides. In Phase 4 of the Fish 2.0 competition, competitors use these types of resources, together with one-on-one coaching, to prepare their pitch for the Competition Finals.

Pitching to Investors: Guidance & Resources

Guides & resources on successful pitches to investors

How to Pitch to Investors In this video Nathan Gold, one of the Fish 2.0 pitch coaches, discusses how to pitch to investors in under 10 minutes with just 13 slides, including tips and specific examples. (Video)

The Start-up Pitch: A Proven Formula to Win Funding by Chris Lipp, one of the Fish 2.0 pitch coaches. This book includes details on the formula for a successful investment pitch, strategies to pitch persuasively, and insights on delivery and slide design. (Book for Purchase)

English Language Coach / Accent Reduction Scottie Spurzem works with Fish 2.0 ventures. Based in the San Francisco Bay Area, she provides international businesspeople tailored accent reduction strategies & more (Video). Click here to visit Scottie's website.

Body Language, Amy Cuddy. In this video Amy Cuddy discusses the importance of body language and nonverbal communication, and the effect that standing in a posture of confidence can have on your success. (TED Talk)

Pitch Decks & Templates

Sample Presentation Decks

Fish 2.0 Short Pitch Template. (Document used in Phase 1 of Fish 2.0)

The Ultimate Pitch Deck to Raise Money for Startups – Chance Barnett. This article provides several examples of pitch decks that successfully raised Seed and Series A Funding in the past, as well as tips for pitch decks that will win startup investment. (Article)

Venture Capitalists spend an average of 3.44 min on a pitch, Tech Crunch. This article goes into detail on pitch deck design and ordering, and offers tips and information on fundraising in Series Seed and Series A Funding Rounds. (Article)

The Ultimate Startup Funding Pitch Deck In this article Chance Barnett, CEO of CrowdFunder, provides a succint explanation of his investor pitch formula, broken down into 11 pitch deck core slides, and includes specific examples. The article also includes a downloadable Investor Pitch Deck Template.

How to Write a Business Plan VCs will Fund. Lynn & Wilson, Morgenthaler Ventures and TubeMogul. This slide presentation covers the key elements of a business plan slide deck and what information to include in each section.

Communication & Storytelling

Broader guidance on how to engage people

Storytelling as Best Practices and Why Bad Presentations Happen to Good Causes. This book by Andy Goodman provides insight on the importance of stories, how to tell a good story, and the kinds of stories you should be telling in your work (Workbook for purchase)

Made to Stick –Chip and Dan Heath. This book discusses a number of topics surrounding the communication of ideas and success, and tackles the important question of why some ideas thrive while others die. (Book for purchase)

Resonate - by Nancy Duarte. (Book for purchase)


Legal requirements and patents vary by country. Below are some resources from the U.S. context, of interest to anyone planning on working with U.S. investors.

Intellectual Property, NDAs and Founders Agreements

Legal Resources & Templates for Startups and Early Stage Companies

Startup intellectual property tips: protection and avoiding infringement, Forbes Magazine Article (for US companies). This article provides tips to early stage companies on how to identify and protect their intangible business assets and avoid IP infringement.

IP strategy information. This resource is a blog by Jackie Hunter, IP strategist and Speaker on the Fish 2.0 webinar on legal fundamentals. The blog includes articles on specific patent strategies for innovative companies, and IP strategy in general.

Legal documents. This website provides free legal documents including NDA, convertible notes, founders agreement templates and more. The founders agreement was mentioned by a Fish 2.0 panelist as a critical document.

The U.S. Accelerated Patent Examination Process. This resource describes the accelerated patent examination process by the USPTO and provides a number of useful links to resources, guidelines, samples, contacts, tips and more.

The Ultimate List of Legal Resources for Startups. This article provides a list of important resources for startups including advice, blogs, websites, templates, tools and more.