Business Case Studies & Business Publications

Should udu a Convertible Note?

Loutskina, Elena, ...

Case

Should udu a Convertible Note?

Loutskina, Elena; DeVito, Damon

F-2025 | Published December 14, 2022 | 26 pages Case

Collection: Darden School of Business

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Product Details

In this field-based case, the founders of udu, Inc. (udu—pronounced "you-do"), a company whose proprietary technology helped private equity clients source deals by identifying target companies and overlooked opportunities, and by shortening the business-development cycle. Clients who had found success with udu's help raved about the technology, but despite their product's promise, the founders were still struggling to find a scalable and profitable application for it, and to grow revenue for the company. The founders eventually sought funding in the amount of $5 million to boost udu's growth potential, but Jay Sarcone, a general partner at Brotherhood Park Ventures, had said udu wasn't ready for that amount because it would not result in a desirable company valuation, and made a far lower offer: $1.3 million in convertible note financing. All three founders agreed that $1.3 million fell far short of their hopes, and that udu would need another fundraising round in a year. But any money, at this point, would help udu progress. Should the founders accept Sarcone's offer, or risk alienating a trusted ally by seeking $5 million elsewhere? And if they did seek $5 million, would it result in a low valuation for udu?