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Abstract
Only a limited number of startups can continue to grow by getting over the death valley curve. Attracting necessary and relevant investment is crucial for startups at the stages of their development. The size of venture capital in Korea has continued to increase in recent years. However, most venture capitals are concentrated in the capital area. Although successful startups are affluent, cases of startups in the non-capital area have been little addressed. NETON, Inc. is a four-year-old startup based in Gwangju Metropolitan City, presenting solutions and services of privacy-guaranteed security using artificial intelligent (AI) facial recognition systems. This case is designed to provide a class discussion on startups’ investment attraction. First, this case explains investor relation issues at the different stages of investment attraction. Second, it provides the groundwork to understand the differences and difficulties of startups in the non-capital area and discuss implications for them on how to get over the death valley curve. It does not intend to illustrate either effective or ineffective handling of a managerial situation and decisions on investment attraction. However, this case can apply to case discussion regarding differences in the management of startups depending on growth stages, according to the teaching plan.
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