Raising a relatively small amount ($3.5 million in funding when doing $4.6 million in annual revenue)Not giving up the usual 20–30 percent of the company (we raised $3.5 million at a $60 million valuation, giving up 6.2 percent)Not giving up control (no investor board seat)Taking liquidity to de-risk and go long ($2.5m of $3.5m was for founders and early team)Not being boxed in to an IPO five to seven years from raising funding