Enabling our clients to secure capital to achieve their strategic business visions.
About Us
Our Focus
Proja supports entrepreneurs and executives in raising capital to execute their business growth strategy and vision. We do this by analyzing and refining business plan materials, performing financial modeling, and conducting outreach to capital investors. Client engagements come from industry sectors including finance, B2B / B2C technology, and real estate. Our ultimate goal is to foster successful outcomes and increased value for our clients.
Experience
The Principals have combined experience of over 40 years in finance, investment advisory, and business development with companies including:
The Principal
Joseph Abadi
Our Services
Financial Modeling
Financial Modeling
It is said that financial modeling is both art and science. There are numerous tools and methodologies available, ranging in purpose from the valuation of small, pre-revenue startups to well-established and large public enterprises. Furthermore, models vary in the number of assumptions needed to make about a company’s future relative to its past performance in order to get a meaningful value for the company.
On the one hand, public companies are more straightforward to value because there is historical data about them from which to extrapolate and project a valuation based on discounted cash flows into the future. On the other side of the spectrum, startup valuations may be driven either by a “bottom-up” approach, whereby market transaction comparables in the relevant space(s) (referred to as “comps”) are used to determine a value for the firm, or a “top-down” approach in which the valuation is based on a total addressable market (TAM) value for which the revenue and potential profits for the firm are projected and discounted. Therefore, knowing which tools and methodologies are best to use, and under what circumstances (along with the weaknesses that each model affords), is just as important as knowing how to use them in the first place.
To that end, we review your business plan thoroughly, delve into your model, explore and understand your underlying assumptions, and the state of your company and the industry in which you operate. We identify the best valuation model that highlights the opportunity of your strategic vision so that you can make the best case possible when raising capital. Our toolset may include one of the following approaches:
- Business Valuation
- Income Approach: Discounted Cash Flows
- Market Approach: Guideline Public Companies
- Market Approach: Guideline M&A Transactions
- Market Approach: Prior Sales of Company Stock
Business Plan Preparation
Oftentimes we also receive requests from clients to assist in business plan preparation, which may involve editing and refining an existing plan or creating a fully new one that includes:
- Executive Summary: A one-page summary of the business and its goals;
- Value Proposition: How your services or products solve problems or adds value;
- Marketing Plan: Marketing strategies as well as overall market conditions, competition, and target markets; will also include pricing, SWOT and TAM analysis;
- GTM Strategy: How you plan on getting to market and making money;
- Financials: Budgets and pro forma statements;
- Valuation: A financial model that values your business;
Capital Fundraising
Capital Fundraising
Ultimately, your goal is to secure the capital that you need to achieve your strategic business vision and objectives. After we have completed our modeling of your business venture, the next step is to identify and approach the best possible investors who will give you the time to adequately pitch your business. To date, the Principals have helped clients raise in excess of $300 million.
We help clients through the entire capital raising process:
- Business plan
- Valuation calculation
- Investor presentation
- Investor target list compilation and prospecting
- Due diligence assistance
- Logistics and coordination (e.g. NDAs, data room, follow-up)
- Negotiations & term sheets
Sectors
