Money talks. Any more questions? - Bob Jones launches Equiinet - Company Business and Marketing

Electronics Times, May 4, 1999

Bob Jones has got a new company. After Steebek, Mayze Systems and Sonix, he is now getting into the Internet equipment business with Equiinet.

With almost unnatural ease - although there undoubtedly was some sweat involved behind the scenes - he has found #5m in backing for his plan from Schroder Ventures.

So what's his secret? Well, let's put it this way. When in France, a wise man speaks French. Likewise, when in the City, a wise man will talk money.

Obvious. Isn't it? Only to some.

Last week's InvesTech exhibition, backed by Electronics Times, attracted a wide range of City bankers. Without fail, the stands they gravitated towards were those manned by people well-versed in Cityspeak and who were making the most effort to present in a way the pin- striped suits would understand.

Critically, the sophistication of the technology involved did not make much of a difference. Low and high-brow concepts supported by an approach appropriate to the audience drew the money men's interest.

This has all been said before, so why repeat it here?

Two reasons. The first: pitch on the right level and the success of people like Jones shows that the investment capital is available. The second: well, here's how one banker put it: "These companies have to speak our language. They have to convince us to give them our money."