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The Art of Pitching Q&A with CEO Hall Martin

2 min read Strong pitching skills are imperative when trying to communicate your idea and capabilities to an investor. The art of pitching goes beyond presenting the standard deck. It includes crafting a story through the intentional use of language, tailoring the pitch to each interested investor, and emphasizing how your current systems will lead to long-term success. The Craft of Writing When pitching investors, sometimes we need to condense our pitch deck into an elevator pitch. Instead of thinking about this as a rushed version of the pitch deck, you should think of it as presenting the information in story format. Instead of talking faster to cram more words into the allotted time, choose your words carefully and craft a meaningful anecdote about your organization and its mission. Think about keywords and phrases that communicate the value of your deal. Choose only one or two key financial numbers to share at this time. The key here is this: anecdotes tell and numbers sell. Tell your story, and then top it off with the crucial financial elements. Tailor the Pitch When pitching your deal to an investor, it helps to know your investor first. You’ll find you can make a much better presentation by customizing it a little bit. There are different kinds of investors out there that you may be pitching: venture capital, angels, and high net worth. The key is that they each have different care. And so, you want to think about the whereabouts and concerns are of the investor that you’re working with, and cater to those in your pitch.  Venture capital investors want a 10x return.  You need to prove there is a very large market and a very high growth rate. Angels have some capital preservation and therefore look for initial traction and revenue. They want to see some of the risks coming out of the deal. High net worth investors are also looking for very good returns, but there tend to be risk-averse. Emphasize Long-Term Success Most startups don’t have a lot of revenue- almost no one does as an early-stage startup. What investors care about more is predictable revenue. Use your pitch deck to show investors that you have systems running in your startup behind the scenes that are generating leads, closing sales, keeping the customers happy, and retaining those customers. Even if the numbers are small now, you can show that with these systems in place, the numbers will grow over time in a predictable manner. A scalable, growable organization is a real value proposition for the investor.   Read more on the TEN Capital Fundraise Launch Program Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Alternate Startup Funding Options

2 min read There are several ways for startups to gain capital. At times, the most common methods, for example, securing investors, aren’t the most beneficial. If your startup is looking for alternative funding options, consider one or more of the methods below. Promissory Notes A promissory note is likely used to set up a loan it is for friends or family. Here are some key points to consider in reading a promissory note: The ‘Note Summary’ section establishes the relationship between the borrower and the lender, the date of the note, the total loan amount, and the agreed-upon interest rate.  The ‘Terms of Repayment’ section defines how the loan will be repaid. The ‘Late Fee’ clause typically includes a late fee penalty. This clause documents either a fixed amount, such as $100 in addition to the current payment due, or a percentage of the payment due such as 1% per week. There is an option to include a prepayment option, which may help the lender as well as the startup. For example, follow-on accredited investors might prefer a loan to be paid off prior to closing their investment deal. Family and friend loans are intended to be more supportive, so you may choose a language that allows time to remedy the default within a predetermined number of days or weeks.  Revenue-Based Funding Revenue-based funding makes a startup investment and pays back the investor at the rate of top-line revenue. This aligns the investor and founder to the same goal, to create a business and grow sales. The higher the sales, the faster the payback to the investors and the higher the compensation to the founders. Revenue-based funding typically sets the payback rate at 1-3% of top-line revenue. In revenue-based funding, the investors receive a revenue share until they reach a predetermined payback amount. This is different from a loan which sets the payout rate regardless of the seasons or cycles within the business.  Revenue-based funding keeps early-stage investors off the cap table so it’s clean for future investors. Once the payback amount is reached, the investors are finished and are no longer in the picture. It works well for businesses that have recurring revenue and healthy margins and is a good way to reduce dilution for the founders. Salary-Based Funding Salary-based funding makes a startup investment and pays back the investor at the rate of compensation the founders take. This aligns the investor and founder on the same goal: to create a business that can sustain itself and pay the team. The investors receive an agreed-upon percentage of any salary or profit the business takes in. In salary-based funding, the investors receive payback until they reach a predetermined payback amount. This is different from revenue-based funding which is a debt instrument that pays out based on a percentage of top-line revenue. This keeps early-stage investors off the cap table so it’s clean for future investors. The investor can choose to take their payback in cash, or they could convert it to equity. This is a good way to run an initial raise when it’s not clear if additional funding will be required.   Read more on the TEN Capital Network eGuide: Alternate Investing Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Fundraising Basics

1 min read Fundraising can be an exciting venture, yet it can also be a bit nerve-wracking if you don’t feel secure in your campaign decisions. Learning the basics will help you to raise funds confidently and successfully. In this article, we discuss the basics of fundraising including how to know when it is the right time to start your raise and the basic principles of fundraising. Continue reading below to learn more. When to Start Your Raise In launching your startup, look for a trigger that indicates when to start a fundraise campaign. Common triggers include: closing a lighthouse customer account or achieving a revenue target signing up a new team member or advisor finishing a beta version of your software or an MVP version of your product closing funding from a lead investor In short, investors look at sales, team, product, and fundraise as the four core areas for progress. When you achieve a milestone in one or more of these areas, then it’s a trigger to consider launching a fundraise campaign. In approaching an investor, you should have a milestone completed AND a milestone to accomplish with the funds to be raised.  Principles in Fundraising There are basic principles around fundraising that apply in every situation. The first and most important principle is to build a relationship with the investor. The more you know the investor and the more they know you, the better the outcome. Next is that you’ll need to demonstrate results in every contact. Never show up without a currently relevant result or a proof point. With this said, it is still important that you be honest at all times.  It only takes one deception to ruin the relationship. The next principle to consider is that it’s the number of touches and consistency that counts, not how long the discussion or pitch deck runs. It takes four touches for an investor to understand what you are doing and seven touches before they make a final decision.   Lastly, include the “Why?”: Why are you doing this startup?   Read more on the TEN Capital Network eGuide: Running a Fundraise Campaign Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

What You Need to Bring to the Table

2 min read When you are raising funding, investors want to know what progress the company is making. After the initial presentation, the investor wants to hear about progress in four areas: Sales  Team  Product Fundraise Updates on the market size, growth, and competition status are not of interest. The most important thing to understand is that the investor wants to know what you are doing. Focus your updates on these four core items in each communication with the investor to give them a sense of traction and momentum. Sales Most startups focus on the product first and treat the customer as an after-thought. However, the investor knows that in the long run, customer revenue will make or break your business, not the product. Even before you have a product you should be talking with customers about their needs and relaying that to investors. As you build the product, you want to maintain customer interactions with you and your product and share that with investors. When talking with investors, be sure to highlight the customers’ problems and the solution they would like to see. It’s important to show the investor that customers are with you on your journey and they are not something to be recruited later when the product is done. The Team Investors will look closely at your team since they are a crucial part of your company’s potential success. One of the first things investors will look for is skill and completeness. Your team must have the skills needed to accomplish the work. Investors also want to know that you’re not missing anything important when it comes to the structure of that team. At the seed level, a complete team consists of: An individual who is building An individual who is selling You cannot have a team where everyone is building and no one is selling. Focusing on building without selling is one of the most common mistakes startups make by thinking they must have a product before they can sell it. In reality, you should be selling your product as soon as possible. You may not be generating revenue, but you should be bringing the customer through the process just as you are doing so with the investor. Product Sometimes entrepreneurs spend a large amount of time writing a massive business plan that talks about the startup’s services and the benefits that come from those services. The problem is, it can focus so much on the benefits and services that it becomes hard for an investor to understand exactly what the product is. Investors want to know what your product is; not just your technology or the benefits it offers. You must show the product and define it clearly so investors know how you will approach the market. Make sure the product has a name when you’re going to pitch. This helps establish the product as a tangible thing in the investor’s mind even if the product is still in development. Tell the investor what the product is in 5 words or less so they have an understanding of exactly what it is you are selling. Even if the product is not yet ready for sale treat it like it has form and function now. This helps investors grasp what you are doing. IP When it comes to investing, investors tend to look for protection over the idea they are investing in. Patents and trade secrets can help. The truth is, ½ of the value of a patent is simply for a show because investors want to see it. In practice, it’s difficult to use patents as the sole means of protecting your business from the competition; however, it can still help in the long run. If you have patents, investors want to know: What was filed When it was filed  If it is a provisional patent, design patent, or utility patent Most investors don’t expect you to have awarded patents for utility or design patents since the process typically takes over 3 years to complete. If you don’t have any patents, consider filing a number of provisional patents so you can tell investors that you have a patent-pending technology. One advantage of provisional patents is that it gives you a year to figure out if patents can provide any reasonable protection. If so, then file for a full patent. Keep in mind that you don’t have to pursue patents if it doesn’t make business sense in the long run. Fundraise Investors look for traction in your fundraise just as they look for traction in your core business. During a raise, investors will first express interest and then make a commitment before they invest. You want to capture all 3 levels in your pitch in a fundraise. Add up how many investors have expressed interest. This is often called soft-circled interest. Present that number as investor interest. Take all the committed amounts of investment and add that number to your presentation as well.  Take the amount of funding that has come into your bank account and show that number. Over the course of the campaign, those numbers will change. Make sure you show the prospective investor interest from other investors throughout the campaign.   Read more on the TEN Capital Network eGuide: Art of Pitching Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

What is a Startup Advisor?

2 min read What is a startup advisor? Startup organizations often require guidance from those with more experience and connections in their prospective field. Many startups are experts at their products or service but lack the business know-how needed to thrive. Startup advisors can help bridge these gaps, helping the startup to launch, develop, grow, and ultimately succeed. Let’s take a closer look at what a startup advisor is and what they specifically do Types of Advisors There are several types of startup advisors. Some of the most common include:: The Brand Name: This type of advisor offers their name to your company. This can be helpful to attract investors, employees, and customers. They typically bring some value in the form of advice, but it’s primarily their name. The Domain Expert: This type of advisor knows the industry well, both in technology and business. They can be helpful if you are moving into a new domain or the industry is changing rapidly. The Networker: The networker knows everyone in the industry or region. Those with a Rolodex and the ability to make connections can be very helpful, especially in fundraising and growing sales. The Business Modeler: This type of advisor may come from other industries, but they know business models and can bring new monetization tools to your business. The Confidant: The confidant can coach on the emotional side of running a startup. Startups have highs and lows that take the founder through the full range of emotions. This advisor can help the founder navigate through the ups and downs. Consider which role you best fill, and market to your appropriate niche. Advisor Roles In addition to there being many types of advisors, advisors also take many roles in their work with startups. For example, some advisors’ role is simply to fill gaps in the early stage of the startup. Advisors can be signed on as formal advisors, or some may provide support as informal advisors. In this scenario, there are no set goals, meetings, or formal advisor agreements. This is the most common way startups work with advisors. Some advisors take the role of a mentor in providing guidance. These mentors tend to focus their efforts on the founder. Some advisors take the role of consultant in performing very specific tasks for the company while others take on general responsibilities. Others may take on the role of a board of directors. This can be helpful in early-stage companies that are not yet ready to form aboard. Advisors here can provide oversight to the company and help the founder keep the broader picture in mind. Regardless of the role, you choose to fill, as an advisor, you will aim to bring experience, contacts, and networking to the startups you work with. Purpose of an Advisory Board An advisory board is a group of three to five people who provide advice on how to grow your startup. They bring experience, contacts, and domain expertise. Advisory boards help the company grow and succeed. In recruiting for your advisory board, startups typically try to consider the following: Advisory board members should contribute a diversity of skills, networks, and experiences. The advisors should fill in the gaps of the startup team which is most often a skeletal group. The board members should raise the profile of the startup with their reputations. They can additionally give the startup branding to help position the company with clients. Advisory board members should make a strong face for the company. Startups can use these members’ influence for recruiting the team, investors, and customers.  Advisory boards are different from a board of directors in that they don’t have any fiduciary roles and work informally with startups to grow the business.   Read more on the TEN Capital eGuide: Advising a Startup Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Best Practices for Startup Advisors

2 min read Being an advisor to startup organizations can be rewarding in many ways. Advisors can make a significant difference in a startup’s likelihood of success with the right insight, connections, and resources. For those who are beginning their career path as a startup advisor, it is important to understand the industry best practices to ensure they are providing the best help possible to the startups they engage with. In this article, we discuss these best practices and provide advice on how to be the best advisor. Characteristics of a Good Advisor The following are characteristics of a good advisor and great goals to aim for as you develop yourself professionally: The advisor has first-hand experience in the industry, running a business, closing sales, and more. They listen and can relate startups’ problems to actionable solutions. The advisor has been through the same challenges and experiences as the startup is going through. They ask meaningful questions and probe to get to the bottom of things. Understand the startups’ point of view and can motivate them. They have opinions and share them even if those opinions are not popular. Advisory work is an important part of their time. They are effective communicators. They are articulate and can persuade. Provide actionable steps to help accomplish goals. They bring a network of investors, other advisors, and collaborators. Understanding of others’ opinions. Their work is their passion. How to Be a Good Advisor In choosing a startup to advise, it’s important to find the right fit. Here are some key points to make sure you are a good advisor to the startup you are aiming to collaborate with: Spend time with the startup to really understand if you can add value and if they are ready for an advisor. Make sure you communicate well with each other and ensure the personal style fits. Spend as much time on selecting a startup as you would an investment. If they have other advisors, check with them about their experience. Find out where they need the help the most.   Ask what’s slowing them down and where they avoid engaging. That’s an indication they need help. Avoid the day-to-day minutiae and focus on strategic objectives. For the day-to-day work, make introductions to people who can solve those issues. Make clear you will play the role of devil’s advocate and that you will ask a lot of difficult questions as part of your job. Spend the majority of your time with the startup listening and only talking when you have something important to say. Get to know the founder and others in the startup outside of work.  Come to an agreement about the time commitment for your work with the startup. Give the founder the hard answers as in the end, they will appreciate that more than the kudos. If the founder seems to be scattered, help them focus on a few key priorities. If it turns out not to be a good fit, then help the founder close it out. Finding a Startup to Advise Here are some key points to consider when finding a startup to advise: Choose startups that you can help. Make clear the work you plan to do such as introductions, networking, advising on the domain, or just sharing business experience. Define the duration of the advisor work- one to two years is a common timeframe. Determine the frequency and type of meetings, for example by phone, in person, or in a group meeting. Set aside time to do the work.  Negotiate compensation based on the work to be done. Compensation consists of a half percent to one percent of equity vested over time.  Be prepared to sign a non-disclosure and non-compete agreement. Have informal reviews with the company throughout the process to make sure you are meeting expectations. Add your name to the team as an advisor to help with fundraising activities. Join sales meetings where you can add value. Keep in mind, advising can be rewarding but it always comes at a cost: time and effort.   Read more on the TEN Capital Guide: Advising a Startup Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Raising Funding for Startups

2 min read Most startup organizations are running on limited resources, a vital one being funding. Successfully raising rounds of funding for your organization can make or break the business, therefore it is important you know how to do it well. Part of successful fundraising includes knowing how much capital to aim for and when to begin your raise. In this article, we provide some insight to help your organization better decide on these two factors. How Much Funding Should You Raise? Every day I ask entrepreneurs how much they are raising. Most begin with the big number; the full and complete raise they anticipate running. This ranges usually between $1M and $10M. It’s good to have the big picture in mind, but some entrepreneurs are anticipating to raise this big number all at once because “they want to get the fundraising out of the way.” I remind them that raising too much money around will cost you the equity you don’t have to give up. Your valuation is low at the beginning. It’s best to raise only the funding you need to reach the next milestone and no more. As you grow the business, your valuation will go up and you’ll give away less equity. With this in mind, it can be helpful to consider breaking your fundraise into tranches.  This approach will save you time as well as make each fundraise easier. When Should You Raise Funding? When considering how much funding to raise, consider your funding requirements. To start, calculate your cash burn and estimate the need for new cash. Next, consider the preparation and timing issues. Start your preparation six months in front of the launch. Launch you’re fundraise six months before you need the funding. Use this six-month preparation time to introduce the deal to the investors and educate them on your current status. Finally, there are seasonal issues to consider. I wouldn’t start in early June, but rather wait until late August to kick off a campaign.   Read more on the TEN Capital Guide: How to Prepare for a Fundraise Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

The Structure of Angel Groups

2 min read Angel investor groups require diligent administrative attention. There is a lot of required structure and organization. If you are managing or considering starting an angel investor group, it is important to keep the following structural considerations in mind. Investment Structure In setting up an angel network, you need to choose an investment structure. Here are some structures to consider:  Individual investments: The members can each decide if they want to invest and how much to invest in each deal. This allows for maximum flexibility for the members to invest in the deals they want. The drawback is the administration is high, as you must work with each investor in determining their amount of investment and signing of the documents. Group investments: The members invest as a group. In this structure, the investors can create a pledge fund to allow the group to decide which deals to pursue. Members have some decision-making control over the investment decisions. This reduces the administrative overhead. The group can choose to create a fund in which a screening committee or manager determines which investments are made. This requires the least amount of administration as the manager or committee makes the decisions on their own. Lastly, the group can choose to create a sidecar fund that invests from a fund into deals the members have funded individually. The sidecar fund provides members diversification on top of their individual investments. This is also a low-cost administrative structure as the sidecar investment is typically a calculation based on the members’ investment and does not require a manager to run it. Legal Structure There are several legal structures to use when setting up your angel network. Most angel networks form a Limited Liability Company (LLC). This gives the angel network a legal entity with which it can conduct business. The members often pay an annual fee to fund the operational activities of the company. Angel networks form in association with a university. Since the university is a non-profit organization, the angel group can work inside the university for its mentoring, networking, and other non-financial activities. For running a fund or making investments, the angel network inside the university must set up an entity outside the university, since non-profit organizations cannot engage in investment activities. Some angel networks form a not-for-profit LLC and then apply for non-profit status 501(c)3 with the IRS. Again, mentoring, education and other non-financial aspects can be done within the organization, but the financial aspects such as investing must be done outside. Finally, there are angel networks that form a not-for-profit LLC and then apply for trade organization status or 501(c)6. This structure allows the organization to engage in political activities. Those angel networks choosing a non-profit or trade organization structure must set up a separate legal entity for any funds they want to raise and deploy. Organization Structure There are two ways to organize your angel network: member-led or manager-led. Member-led groups let the member’s source deals, lead the investments, and recruit the members. They hire staff members to handle the administrative tasks. Alternatively, manager-led groups hire experienced professionals to perform key functions such as determining which startups to fund.   Managers work on screening the deals so only the fundable ones go through to the members. They prepare the founders to ensure that their documents and presentations are ready. They maintain communication with the startup throughout the process. They lead the diligence process and produce the diligence report.  Some angel groups partner with incubators, accelerators, universities, and other groups. The partner provides meeting space and shares the operational cost of the group. Some partners provide administrative support. The choice of member-led versus manager-led often comes down to the availability of someone to take the role of the manager.  Meeting Structure In setting up your angel network you’ll need to set up the meetings. Here are some key points to consider: How many deal flow cycles are you planning? Are you online, in person, or conducting both at the same time? How will you set up the screening meeting, the presentation meeting, and the diligence follow-up? Will there be time between the meetings? Do you include a meal, appetizers, or drinks? Where will you meet? How much time will the meeting take? What is the number of companies that will be pitching? How much time is set aside for networking? What are the duties to be done before, during, and after the meetings? How often will the board meet and when? Where do sponsors fit into the meeting agenda? Will there be education sessions? What are the needs of the members and how best to facilitate the education? Who is the best to provide the training? Consider these points in setting up the meetings as it’s a key decision set for the group. Read more on the TEN Capital eGuide: Leading an Angel Group Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

Angel Investing: The Deal Process

2 min read The aim of every angel investor is to profit, and this is done by closing successful deals. In this article, we take a closer look at the deal process discussing topics such as stages of the deal, performing due diligence, and how to effectively lead the deal as an angel investor. Stages of the Deal Process A startup investment goes through a series of stages. It starts with the pitch presentation in which the startup introduces the deal to the investors. Then there’s the first follow-up meeting in which the investors dig into the deal to learn the details. Investors want to think about it and also want to see the startup continue to make progress. Then comes the Due Diligence phase in which the investors perform a more rigid review of the startup’s documents, team, and market. If the terms sheet has been established by other investors, then the investors review those documents. If not, the investor must negotiate the terms including valuation. Investors then check with their network to see who else may want to invest or put it out to other investors for syndication. Finally, there’s the closing of the round with the signing of documents. Not every startup makes it all the way through the process. Here are some key challenges: When the investors come together to dig into the deal, it must have enough traction and value propositions to maintain the investors’ interest before the investors commit significant time to it.  Deals may stall because the diligence process didn’t continue because the investors were distracted. Some deals stall because the startup and the investors cannot agree on valuation. Deals can stall out or come up with a lower investment amount because investors fell out at the closing stage.  It’s important to keep the momentum going throughout the process both on the investor side and the startup side. Deal Diligence Below are some tips on how an investor group can make the diligence process manageable: standardize the diligence process break it down into subtasks and define the process for each task assign the tasks to team members set target dates for completion and have periodic check-ins with each team member  focus on the key risks and not every aspect of the deal make clear to the startup how the diligence process works keep the startup apprised of the progress and status of their deal In most cases, the startup will find the process manageable if they understand how it works and if they see consistent progress to the goal. A good diligence process often provides new information and insight to the startup. Reducing time, making it efficient, and helping the startup, are the signs of a good diligence process. Leading the Deal In early-stage investing, someone needs to take the lead and screen the deals, diligence selected ones, and negotiate the valuation with the chosen ones. In most cases, the lead investor doesn’t want to be the only one in the deal and promotes other investors to join. This promotion process is called syndication. Most investors are looking for someone else to take the lead and actively follow the deal as it progresses. As a deal lead, make sure you do the following: Setup a strong process for diligence and bring legal, accounting, and other resources that can help in the process. Know the deal economics such as valuation, investor rights, control terms, and the path to an exit.  Keep other investors informed to attract them to the deal. Invest enough of your own funds to show commitment to the startup. Coach the startup on fundraising, especially for first-time founders. Move the funding process forward consistently without stalling out. Set aside time to join the board of directors. Add value to the startup where you can. Move to Close After the diligence is complete and the open questions answered, the team must decide whether or not to invest. It’s important to identify the risks and write them out in the report. The team should articulate an investment thesis that includes the opportunity in the deal such as how big it could become. The team should include the potential exit value and how long it will take to reach it. The team should also clarify their assumptions around the deal and write it out as well. To decide to go forward, take the temperature of the team. It’s either heating up or cooling off. Monitor the company’s progress to see if it continues to demonstrate a growth story. If enough investors want to move forward, then the investors should pursue it. If not enough investors want to move forward, then it’s a pass. It’s important to make a timely decision as the entrepreneur needs to know the group’s position.   Read more on the TEN Capital eGuide: Leading an Angel Group Hall T. Martin is the founder and CEO of the TEN Capital Network. TEN Capital has been connecting startups with investors for over ten years. You can connect with Hall about fundraising, business growth, and emerging technologies via LinkedIn or email: hallmartin@tencapital.group

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