2016 Survey Demographics 2

Transcription

1 6 6 Survey Demographics

2 Welcome to Forward Partners first annual Startup Salary Survey. We ve undertaken this project to provide insight into startup executives financial compensation across a range of functions, levels and funding stages. In order to create this report, we surveyed our network of startup executives across the UK (with some startups forwarding to their overseas teams as well). We received 356 responses, the majority of which were from UK-based executives. Survey demographics are set out on pages to 6, and our methodology is described on page 7. It goes without saying that these findings are based purely on the information provided by survey respondents, and therefore caution should be exercised before drawing firm conclusions from the data. However, the overarching trends outlined in this report are borne out by our day-to-day experience of helping startups build their teams and scale them internationally. We would like to sincerely thank 3Beards/Unicorn Hunt and Jobbio who promoted the survey to their networks. 6 Startup Salary Survey Welcome

3 Founder profiles In terms of respondents, the survey confirmed the perception of the startup industry being largely male dominated, revealing an 8% skew towards male founders, with only 8% of founders identifying themselves as female. Responses showed that although founder CEOs are the happiest workers, most took a cut in their base salaries this year, indicating that as perhaps one may expect, Founder CEO happiness is not dependant on salary. 9% of founders who responded do not have an MBA level education with most holding a BA level degree. This is inline with the perception that entrepreneurial acumen and academic achievement are not always linked and the fact that many founders want to start their business as soon as they are able. The gender gap Findings conclude that salaries across the startup ecosystem saw marginal increases of %, in line with remuneration norms. However, interestingly bonuses received within the startup landscape increased by 5% during 6 in comparison to 5, with the average bonus received this year amounting to 5,. The salary survey shed light on male/female attitudes towards self remuneration, with male startup founders awarding themselves salaries % higher than female counterparts working in similar fields. Although startups are often held up as a beacon of democratized opportunity & equality, it appears that this is simply not the case. The gender pay gap prevails across the industry with female C Level executives earning on average 9% less across the year than male counterparts. This gender pay gap is particularly acute for senior female executives at VP level and above, indicating that a glass ceiling still exists at the highest levels. Interestingly females operating at director level and below, received marginally higher base salaries than male employees. 3 Welcome Welcome

4 Functional insights Results indicate that the happiest function is founder CEO, although it s not the most well paid function, with Strategists receiving the highest salaries (an average of 76,). Strategists were closely followed by Financiers who reported earnings of an average of 75,. General Managers received an average of 7, whilst Operations were paid the least, reporting earnings of 38, annually. The biggest gains were evidenced in the HR function within startups. For those growth stage companies that have an internal recruitment function, it s showing to be a lucrative and valuable role that correlates with the macro trends showing internal-hr becoming a priority earlier because of the frenetic and mercenary tech talent market. Moving on In terms of career moves within the industry, the survey indicates that the average employee spends between one and three years in a role. However, for respondents from companies wholly owned by institutions or angel investors, a large proportion of respondents had been in their role for less than 6 months. What we can extrapolate from this is that the average time in roles is low and when you put this in the context of the wider macro trends, it points to a highly frenetic labour market within startups. Most moves were driven by new challenge and the opportunity to take on greater responsibility as opposed to financial redress. One of the most remarkable insights from the survey regarding career moves was that internal moves drove a huge average 65% increase in median total salary, followed closely by a recruitment agency facilitated move. Product and Technology workers also reported significant gains which correlates to the scarcity of available talent in these functions and the lucrative salaries they now command. This indicates that in an incredibly frenetic labour market, startups are increasingly having to fight to retain talent which may be the reason behind such significant salary increases. 5 Welcome Welcome 6

5 Methodology Table of contents We surveyed 356 respondents for our Startup Salary Survey. A link to an online survey was ed to c. 5, of Forward Partners network of senior digital executives, and distributed by partner organisations in June / July / August 6. >9% of respondents were UK-based, but we have also included non-uk respondent data in our findings. We focussed our survey on early stage startups and qualified this by limiting responses to pre-series A companies and Series A companies of no more than employees. Location appeared to have little or no influence on the data so we decided not to use this as a filter when presenting our findings. GBP is used throughout (conversions found below). Our data was cleaned, categorised and reported in that state without adjustment or refinement. Some erroneous results can and will occur. Throughout the report, median salary values have been presented to account for outliers in respondent data. Welcome Survey demographics General Trends & Compensation Overview 7 Equity Overview 5 Male & Female Compensation Differences 3 Compensation Data Organised by Company Ownership Structure 33 Compensation Data Organised by Company Funding Stage 6 Founders Compensation Details 57 Role Function Data 63 Exchange rates we used at time of analysis =.8379 =.7587 *Please note that this deck is an overview of our findings and more data will be available on our website in the coming months as part of an ongoing early stage startup remuneration benchmarking project =.35 7 Welcome 6 Survey Demographics

6

7 Total respondents Role level split % 356 C-Level Director Head of 8 Founder 7 Manager 5 Gender % VP Individual Contributor Senior Individual Contributor Advisory 3 3 EVP/SVP intern.8 6 Survey Demographics 6 Survey Demographics

8 Industry split % Role function split % Advertising 5 Commerce CEO Communications Technology Education 3 Commercial Entertainment Finance Marketing 9 FMCG HR 7 Gambling Product 6 Hardware General Management 6 Leisure Media & Content 9 Operations NFP/Charity Finance 3 Productivity Strategy 3 Professional Services 6 Ecommerce Social Software 5 Insight & Analysis.8 Travel PR.8 Gaming Other NA/Didn t say 3 6 Survey Demographics 6 Survey Demographics

9 Company size split % Wholly angel funded Wholly owned by institutions.8 Other Founders only Founders + angel funding 8 Ownership structure split % Age % % >65 8 Founders + institutional investment 5 6 Survey Demographics 6 Survey Demographics 6

10 6 Survey Demographics 6 Survey Demographics

11 Sectors % change 5/6 Base % Bonus % Advertising Commerce Communications Education Head of Entertainment Finance FMCG Gambling Software % % % Gaming Hardware Leisure Media & Content NFP/Charity Other Productivity Professional Services 37 Social Travel % General Trends & Compensation Overview 6 General Trends & Compensation Overview

12 Sectors with biggest increase Total salary change % Base% Total Bonus Increase 5/6 Professional Leisure 3 FMCG Communications 5 Gambling Bonus% Total Salary Increase 5/6-5 Professional FMCG 3 Commerce Advertising 5 Productivity Functions % change 5/6 CEO Commercial ecommerce Finance General Management HR Functions with biggest % increase Base% HR Strategy 3 Marketing Bonus% Product 5 Technology Insight & Analysis Marketing Operations PR Product Strategy Tech General Trends & Compensation Overview 6 General Trends & Compensation Overview

13 Median salary 8-9 Median total salary by age >65 6 5,, 66,6 7,5 5, 8, 5, 3, 63,5 95, 5,, Median total salary by company size Base Bonus Base Bonus , 5 6, , 5,555 65,5,,7 6,67 Median salary increase % Median bonus increase % Median % change of total (base+ bonus) remuneration by company ownership Bootstrapped Angel Seed Series A Median % change of total remuneration (base + bonus) by how they moved Direct Application Headhunted Internal Move/ promotion Used a recruitment agency Introduced through network Other General Trends & Compensation Overview 6 General Trends & Compensation Overview

14 Median base salary 6 function/seniority Insight/Analytics = C-Level Director Head of Manager Founder VP s EVP/SVP Ind. Contrib. Sr. Ind. Contrib. Commercial 5.5k k 6k 33k 5k 55k 5k Finance 75k 5.5k 7k 9k CEO 5k 3k 3.3k Gen. Manag. 6.5k k 79.7k k 5k Marketing 6k 7k 6k 3k 87.5k 38k Operations 5k 76.8k 3k 37k 6 Tech 83.5k k 65k k 3k 6k 5k 8k 6k Product 75k 96k 9k 37.5k 5k 55k HR 6k 89k k 85k 5k ecommerce k 67.5k Strategy 6.5k 5k 9k 76k k PR 5k 5 6 General Trends & Compensation Overview 6 General Trends & Compensation Overview 6

15 Median equity % 6 function/seniority PR & Insight/Analytics = C-Level Director Head of Manager Founder VP s EVP/SVP Ind. Contrib. Sr. Ind. Contrib. 8% Commercial 7% % % % % % 7% Finance % % % % % CEO % 7% 8% % % Gen. Manag. 7% 5% % 35% % % 7% Marketing 5% % % % % 5% Operations 5% 9% 3% % % 5% Tech 3% 8% 3% % 3% % % % 3% Product % % % % % % HR % % % % % % % ecommerce % % % Strategy 39% 3% % % % 39% 7 6 Survey Demographics 6 Survey Demographics 8

16 6 Survey Demographics 6 Survey Demographics

17 % Equity by level & company size % Equity by function & company size % 5% % 5% C-Level 5 C-Level Founder Founder 38 EVP/SVP n/a EVP/SVP n/a VP s VP s Director 5 Director 5 Head of Head of Manager Manager Ind. Contrib. Ind. Contrib. Sr. Ind. Contrib. n/a Sr. Ind. Contrib. % CEO Operations Gen. Manag. Tech Marketing Finance Product HR ecommerce Strategy Commercial Insight/Analytics PR % n/a n/a n/a % CEO Operations Gen. Manag. Tech Marketing Finance Product HR ecommerce Strategy Commercial Insight/Analytics PR 5% 3 n/a 9 n/a n/a -9-9 % 5% % 5% C-Level 6 C-Level 3 Founder 5 Founder n/a EVP/SVP n/a EVP/SVP VP s VP s Director Director Head of Head of Manager Manager Ind. Contrib. Ind. Contrib. Sr. Ind. Contrib. Sr. Ind. Contrib. n/a % CEO Operations Gen. Manag. Tech Marketing Finance Product HR ecommerce Strategy Commercial Insight/Analytics PR % 5 n/a n/a % CEO Operations Gen. Manag. Tech Marketing Finance Product HR ecommerce Strategy Commercial Insight/Analytics PR 5% n/a n/a n/a 3 6 Equity Overview 6 Equity Overview 3

18 compensation

19 Median salary by level Male C-Level Founder VP s Director Head of Ind. Contributor 56,5 3,5 87, 5, 55, 37,759 Median % bonus increase Female 39,6 5,3 76, 85, 6, 38, Median bonus by level C-Level Founder VP s Director Head of Ind. Contributor Male 5, 3,,,5,569, Female - 5, 7,5, 8, 3,9 Median % salary increase Median total remuneration by age >65 Male Female, 6,838 8,378,5 9,67 9,5 8,58, 6, 35 6 Male & Female Compensation Differences 6 Male & Female Compensation Differences 36

20 compensation

21 Founder Owned % Base salary by level C-Level Founder EVP/SVP Bonus by level VP s Director Head of Manager Individual Contributor Senior Individual Contributor k 5k 75k 5k 6k 3k 5k k k 9k 5k 6.5k 6k.k 38k 7.5k k.8k 38k 5k Benefits % Gender split % Pension % % 8 Healthcare 7 Company car 3 Living Allowance 6 Gym Membership 8 School fees 3 Life insurance 6 other nothing Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure

22 MBA % Size of team % - 5 Yes 6 No % did not say -3 yrs Time in role % 6mth - yr < 6mths yrs 5- yrs 5 5 No response 3 Education % Age % 5% Lower Secondary School Upper Secondary School 3 Masters PhD Bachelors Degree % >65 6 Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure

23 Founders + Institutions Base salary by level Bonus by level C-Level Founder EVP/SVP VP s Director Head of Manager Individual Contributor Senior Individual Contributor k 9k 5k 6k 65,735 73k 6.5k 5k k 5k NA NA 5k.5k 8.5k 9.5k 5k NA Pension % Benefits % % Gender split % Healthcare Company car Living Allowance Gym Membership 3 School fees Life insurance other nothing Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure

24 MBA % Size of team % Yes 9 No 7 Time in role % No response 76-3 yrs 6mth - yr 9 < 6mths 3-5 yrs 5- yrs Education % 5% Lower Secondary School Upper Secondary School Masters 57 PhD Bachelors Degree Age % % >65 % No response 5 6 Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure 6

25 Institutions +/or Angels only Base salary by level Bonus by level C-Level Founder EVP/SVP VP s Director Head of Manager Individual Contributor Senior Individual Contributor k 5k 5k 66k 8k k NA NA NA k k NA NA NA NA Pension % Benefits % % 3 Gender split % Healthcare Company car Living Allowance Gym Membership School fees Life insurance other nothing Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure 8

26 MBA % Size of team % - Yes No Time in role % -3 yrs 38 6mth - yr < 6mths yrs 5- yrs No response 9 Education % 5% Lower Secondary School 5 Upper Secondary School Masters PhD Bachelors Degree % 58 Age % > Compensation Data Organised by Company Ownership Structure 6 Compensation Data Organised by Company Ownership Structure 5

27 6 Survey Demographics 6 Survey Demographics

28 c level Bootstrapped Angel Seed Series A vp Bootstrapped Angel Seed Series A base avg 6 59,, 5, 77,5 bonus avg 6 3, 7, 7,983 5, base avg 6 NA 75, 76, 9, bonus avg 6 NA, 5, 7,5 founders Bootstrapped Angel Seed Series A directors Bootstrapped Angel Seed Series A base avg 6 3, 8, 3,5 3, bonus avg 6 5, NA 37,935 NA base avg 6 38,967, 55, 9,65 bonus avg 6,,5 6, 3,5 evp Bootstrapped Angel Seed Series A head of Bootstrapped Angel Seed Series A base avg 6 NA NA 5, NA bonus avg 6 5, 8,75 5, NA base avg 6 5, 7, 55, 6, bonus avg 6 8,5 3,,38, 53 6 Compensation Data Organised by Company Funding Stage 6 Compensation Data Organised by Company Funding Stage 5

29 Individual contributors Bootstrapped Angel Seed Series A Happiness avg (out of ) base avg 6, NA 5, 5,5 bonus avg 6,8 NA 5, 5, Bootstrapped 8. Seed 8.3 Angel 7.8 Series A Compensation Data Organised by Company Funding Stage 6 Compensation Data Organised by Company Funding Stage 56

30 Benefits % Company car 6 Company car 5 School fees 9 3 Healthcare Gym membership 5 Life insurance Living allowance Bootstrapped 7 Pension Living allowance Series A Healthcare Life insurance 7 Pension 6 Gym membership Life insurance Life insurance Company car 8 Gym membership Angel 9 Pension Pension 5 Seed 38 Healthcare Company car 9 Healthcare 5 Living allowance Gym membership Compensation Data Organised by Company Funding Stage 6 Compensation Data Organised by Company Funding Stage 58

31 Reason for moving % Desire to work for a specific company Change of location 9 Greater financial compensation Change of location 7 Change of sector / industry Greater financial compensation Bootstrapped 5 New challenge Change of sector / industry Desire to work for a specific company 5 Series A 3 New challenge Greater responsibility Greater responsibility 8 Greater financial compensation Desire to work for a specific company 7 Change of location 6 6 Change of sector / industry Desire to work for a specific company 7 Change of location 3 Change of sector / industry Angel 57 New challenge Greater financial compensation 7 Seed 63 New challenge Greater responsibility 8 Greater responsibility 59 6 Compensation Data Organised by Company Funding Stage 6 Compensation Data Organised by Company Funding Stage 6

32

33 Median Function % 3, 3,5 7,5 CEO 6 5, Technology 7 Base Bonus Base Bonus 6 5 Commercial Marketing HR Product General Management Size of company % Operations 3 - Finance Strategy Ecommerce Insight & Analysis PR 63 6 Founders Compensation Details 6 Founders Compensation Details 6

34 MBA % -3 yrs Time in role % 5 6mth - yr 7 < 6mths yrs 5- yrs > Yes 8 No 9 Age % Education % >65 Lower Secondary School Upper Secondary School Masters PhD Bachelors Degree 5% Happiness avg (out of ) Founders Compensation Details 6 Founders Compensation Details 66

35 6 Survey Demographics 6 Survey Demographics * low data

36 Median base salary & bonus stats 5/6 CEO Commercial ecommerce* Finance General Managemnt HR Insight & Analysis* 6 Median base 5,,, Median bonus,, 7,5 75, 7, 5,5,, 6, 6, - 5 Median base 8,, 95, Median bonus,,75, 9, 8,935 39, 5,, 5,5 6, - Marketing Operations PR* Product Strategy Technology 6 Median base Median bonus 6, 38,5 5, 6,5 8, - 6, 76, 5, 5,,, 5 Median base Median bonus 53,5 3,5-8, 3,5-8, 57, 7,5, 5, 6, Role Function Data 6 Role Function Data 7

37 Size of company / function median total stats 6 CEO Commercial ecommerce* Finance General Management HR Insight & Analysis* - 67,935 8, 75, , 6,5 NA -9 65, 5, NA -9 76,663 5, NA NA, 55, 5,69 6, NA 9,, 8,, 3, 66, NA NA NA NA Marketing Marketing Operations PR* Product Strategy Technology - 8, 39, NA 5-9 5, 6, NA -9 65, 3,9 NA -9 7, 8,35 NA 6,5 5,,935 7, 8,5 53,5 9,5,5 58,9, NA 98, Role Function Data 6 Role Function Data 7

38 Avgerage happiness (out of ) ecommerce NA CEO 8.8 General Management 8.7 Commercial 7. HR 8.8 Marketing 7. Insight & Analysis 5 Operations 6.6 Product 8. PR 9 Strategy 8.7 Finance 7.8 Technology Role Function Data 6 Role Function Data 7

39 6 Startup Salary Survey ForwardPartners.com 6 Survey Demographics