Startup Sales — 5 Common Sales Mistakes by Founders
August 12, 2025
Founders are responsible for the first sales a startup will make. For many founders, this is one of their very first experiences of sales and mistakes are often made.
I always recommend allocating more than the standard 10% for your employee stock option pool. 15% is a good starting point, here’s why:
In your later fundraising rounds, founder dilution will become an increasing issue. You can reduce the pressure you’re under from investors to allocate more stock for employees then, if you already created a large option pool at the beginning.
A large option pool allows you to be generous with your early employees and align your interests with theirs. I usually suggest the 1st 10 employees should get ~10% equity in total.
If you happen to find someone absolutely incredible, you’ll be immediately ready to give them an offer with a large equity grant, without any need for more legal work. Plus the equity doesn’t decay, you can always use it in the future.
Best of luck out there.
