In this episode, Hall welcomes back Joy Schoffler, Partner at Ascendant Industries.

Ascendant Industries is a New York-based investment management company that focuses on opportunities where they can support senior management to drive rapid growth and profit improvement through capital infusion, technology, innovation, and organizational expertise. They invest across a number of key verticals, including industrials, defense, cyber, digital enterprise, and special advisory. 

Led by a team of seasoned finance, operations, marketing and holding company executives, backed by extensive capital resources, Ascendant Industries plays an active role enhancing value. More than just a capital partner, they bring vast knowledge in acquisitions and financing and offer informed guidance and market intelligence. Their strong networks enable them to place powerful board members and advisors.

Ascendant Industries brings impactful consulting resources and technology partners to quickly scale operations and build powerful teams. Their holding company structure enables them to execute and support mid to long-term growth strategies, affording the opportunity to resolve business hurdles with an eye towards maximizing value and revenue growth. Ascendant Industries is dedicated to helping exceptional entrepreneurs accelerate growth and achieve dramatic results.

Joy is a Partner at Ascendant Industries where she sits on the investment committee and works with holding company leadership helping accelerate growth through strategy, systems and team development. Her investment portfolio spans across real estate, cyber security, blockchain, accounting technology, online investing technology, energy and biotech – with multiple exits along the way. Previously Joy served as Chief Strategy Officer for CRE investment firm Casoro Capital. There she raised capital for direct investments ranging in value from $18-$80 million. She additionally served on the buy side, as Director of Acquisitions for The PPA Group, acquiring $250m in real estate, helping grow the firm from 4 to 75 employees and making the “Inc. 5000” list, twice.

Outside of the real estate sector, Joy started and sold FinTech focused, brand strategy firm, Leverage PR. At Leverage, Joy represented brands like SXSW, The Economic Ministries of Japan and Brazil, and developed a specialty FinTech practice. Joy additionally ran media and events at the White House, US Capitol, UN, and a Shark Tank casting call among others. A sought-after speaker and media contributor, Joy has won numerous awards including Women Communicators “Outstanding Communicator”, CEO Magazine “Entrepreneur of the Year” and Austin Under 40 award. Joy served as an officer in the Army Reserves & Texas State Guard and has a B.A in Economics from Pacific Lutheran University.

Joy shares her thoughts on COVID-19's impact on the sector, where Ascendant Industries is currently focusing its efforts, some challenges the cyber sector experiences, and some new applications within the cyber and defense industries. 

You can visit Ascendant Industries at www.ascendant-industries.com, via their LinkedIn page at www.linkedin.com/company/ascendant-industries/ and via their Twitter page at https://twitter.com/Ascendant_Ind.  

Joy can be contacted via LinkedIn at www.linkedin.com/in/joyschoffler/, and via email at joy@ascendant-industries.com. 

Hello, this is Hall T. Martin with the Startup Funding Espresso -- your daily shot of startup funding and investing.

There are over 125 terms in the NVCA glossary for terms sheets. So which terms should the investor focus on?

Here are six terms that are key to consider for your startup investment:

1. Valuation or the price you pay for the equity is the most important term that impacts the return to the investor.
2. Participation rights define the investor’s right to invest in future rounds. Most startup investors invest a smaller amount at the seed level but invest larger amounts at the Series A.  It’s important to maintain your position in a successful startup.
3. Board and Information rights give the investors a voice in the company and what information they can expect to receive.
4. Liquidation preference pays back the holding investor first, and then the remaining funds are allocated to the investors based on their ownership percentage. This sets a floor on the investor’s return.
5. Redemption rights give the investors the right to sell their shares back to the company if they want to exit before an acquisition.
6. Unvesting founder’s shares require the founders to revest some of their shares. This provides equity to compensate the founder’s replacement in the event the founder leaves early.

There are many other terms that could be included, but specifically, consider these for your next investment.


Thank you for joining us for the Startup Funding Espresso where we help startups and investors connect for funding.

Let’s go startup something today.
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