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How do I decide how much money to ask for?
It depends. If there's a lot of money chasing your deal, take enough to finance early stage goals. If there is little, grab what you can get for the longer haul. Money has a cost. In venture financing, it's equity. How your company is valued will determine what you give up. In the beginning, seek enough to do the immediate goals of your business plan. Your company should be valued at a higher price as you meet these goals so future capital needs should be cheaper. But be cautious, market conditions can change and you don't want a down round. Rely on experienced people to help you make this call.
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