What if your startup could attract top talent, build meaningful partnerships, and grow — all without spending upfront cash? That’s the big question Edward Goold, founder and CEO of Enten, set out to answer. In episode 14 of Tech Startup Stories, Ed joins me to share how he’s building a smarter way to collaborate using revenue sharing, and why it could change the way startups grow from the ground up.
From Law to Startups: The Moment Everything Shifted
Ed started out in law, eventually moving into operations at a fast-scaling company. It was there that he ran into a familiar challenge: not enough developers, not enough budget, and way too many priorities. That’s when he realised the issue wasn’t just about resources — it was about how companies form and reward relationships.
A New Model for Work and Reward
Instead of offering cash or stock, what if founders could offer a share of future revenue in exchange for today’s work? That’s exactly what Enten does. It gives businesses a way to reward contributors — freelancers, advisors, or even partners — based on the value they help create. The legal and financial structure is all handled by the platform, which means founders can get moving without drowning in paperwork.
Why Revenue Sharing Works for Startups
At the earliest stages, startups often struggle to compete for talent and services. Ed’s approach allows founders to do more with less by aligning incentives in a way that’s fair, transparent, and motivating. Whether it’s building a team, launching a new product, or securing expert support, Enten helps make it possible.
What Ed Has Learned Along the Way
Starting something new — especially something this different — isn’t easy. Ed shares some of his biggest lessons:
The best ideas come from solving real problems you’ve experienced.
You don’t need a perfect product, just one that works well enough to prove value.
Incentives shape behaviour — get them right from the start.
Legal tools can be just as transformative as software.
Trust is the currency of any financial agreement — earn it early.
For Founders Rethinking What’s Possible
If you’re a founder trying to stretch your resources or form relationships that traditional contracts don’t support, this episode is worth your time. Ed’s story is a reminder that innovation isn’t just about what you build — it’s also about how you build it, and who you bring along for the ride.
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