Praise for Slicing Pie

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Real people, real comments, really!

Awesome book. I’ve been working on starting a startup together with a friend but we’ve never found a fair way to track our contributions (so we’ve been avoiding the topic). Slicing Pie is the answer we were looking for.

Rico Trevisan

Slicing Pie and it’s Grunt Fund concept has opened up huge possibilities and fueled my urgency to take this venture nationwide as I now know how I’m going overcome time and money challenges.

Jade Handy, Local Shop Hop

I wanted to personally thank you for writing “Slicing Pie” (just read it). I’m a young entrepreneur with several start-ups under my belt, and I’ve always struggled with the pre-revenue equity allocation. I’m struggling with it right now actually! Your book makes A LOT of sense to me, and I’m excited to start using the Grunt Fund in one of my current start-ups. So thank you again for being an inspirational author!

Ali Jafarian, Reflexion Yoga

Just wanted to say well done on Slicing Pie, seriously great book! I’ve read lots of books on business and entrepreneurship, about 1 every 2 weeks for 15 years. Yours is one of the best, just wanted to let you know.

Chris Rolls, Rental Express

This makes me happy about going into business. I truly believe this is how all businesses should be run. I’ll do whatever I can to spread the word about your book!

Joseph Tuchman, AiirShare

I’m sure you get a million of these a day, but I just wanted to write you and personally thank you for creating this simple system and sharing it. I can’t tell you the heartache that I’ve gone through, loosing a business partner and best friend to the evils of a poorly thought out equity spit. Never again!

Stu Waters, Stus

Loved it. Quite possibly changed my life.

Joshua Pittman, Salad Box

You probably get this a lot, but I just wanted to take the opportunity to thank you for your thoughts in Slicing Pie. It comes as a no-brainer, yet something I could have desperately used when failing to launch several times in the past.

Dušan Vlajković,

 One of the most impressive aspects of Mike’s book is his accounting for the many different scenarios that can occur when partnering-up to start a company. The Excel docs available on his website allowed me to go right into a practical application of what was read. I am meeting with a potential partner/investor this week. As a result of reading the book I feel much more knowledgeable and confident, not just about the meeting, the potential for the business as well.

Tom McDonald, Car Logik

 Great book… and a cool calculator too. You should be charging $500 bucks for this! The insight alone is worth ten times that.

David Worrell,

 I just wanted to let you know I read Slicing Pie and I thought it was fantastic! Thank you so much for writing such a comprehensive and easy to digest book on the subject – the best part about it is that it’s focused on being fair and I think that’s the most important thing.

Bhavik Trivedi,

Read about you in Start Start Up yesterday, bought the book, downloaded the calculator, signed up to trial [Harvest] (LOVE IT!) and am listening to your podcast. OMG I think I love you. Reading the concept, applying it to a friends current small business that is using a very funky retail strategy to empower women & promote & develop skills development, particularly in indigenous communities. We have been tortured by the last piece to fall into place – how to value sweat equity. YOU are a gift from the Universe and I am so grateful I found you. I love the values that are evident behind what you do. Your mission to embed this model as your own life reward was powerful – more strength to your arm : ) I will do what I can to promote it for you. It is just so right. respectfully, Antoinette PS You are a very relatable fella, your writing has great clarity and your pod cast gave a very good sense of who you are and where you are coming from.

Antoinette Danaher, Uncommon Solutions 

I thoroughly enjoyed reading this book and look forward to implementing the strategy. This book has provided the exact strategy that I was looking for. For me, this concept is like business crack…I can’t get enough! Just passed your information onto one of my clients. Fun, fun, fun!

Erica Lane, 

Mike, I just want to say a heart felt thank you for the deep work you’ve done to bring out this fantastic book. I attended a Finance Roundtable at UofC, heard your talk, and am not looking back. When I read the book, I felt like I was reading my future in the pages and I hope to distribute many many copies in the years to come.

Making workable partnership agreements is a subject I’ve wrestled with for years. I feel this is a simple and profound solution and, for the first time, confident to jump in. I’m retrofitting my current 50/50 and looking forward to seeing smoother and more productive collaborations in the future.

Joshua Ginter,

I was at Start Houston last night when you presented. I thought it was absolutely great. So much so, I went to Amazon and ordered your book while I watched. You touched a very sensitive subject for me. In the past I avoided involving others in my projects because I didn’t know how to split equity in a way that I felt was fair to me. More than one of these had potential, but they were bigger than myself and I could have done more if I had help. More recently, the dread of the equity split actually prevented me from starting a project altogether. The grunt fund gives me the clear and fair solution to that problem. I’m so excited to learn more.

Joel Escobar,

You’re a genius.

Mike Wilson,

The Grunt Fund is the cleanest, clearest way to get any project off the ground.  It’s easily understandable and cuts through the legal haze that can plague startups.

Brian Krohn, Mighty Axe Hops Hub

Mike – thank you so much for presenting today!  It was a big success, lots of questions were asked, and people were very interested in learning more.  In fact, I had one person tell me they already bought the book within the first 10 minutes and another person ask if you’d be willing to speak at their Meet Up for Milwaukee entrepreneurs!

Ann White, University of Chicago Alumni Relations & Annual Giving

After spending Friday night reading Slicing Pie and talking to people using the Grunt Fund, today I presented my two possible co-founders with my equity plan using the Grunt Fund and… I’m actually quite surprised at how well it was received! Not only that, but it forced us into necessary conversations about the direction, stability, and roles of our company that we found very fruitful.

Alec Matias 

Thank you for writing the book! Seriously has changed my life for the better. Having worked with Start-ups for a few years now I feel like a giant elephant just got off my back.

Alesha Bishop, 

Thanks for this eye-opening and understandable book for enthousiastic starters. It’s wonderful.

Felice van der Sandt, Netherlands


Slicing Pie is brilliant! You’ve cracked the code on a big problem for startups. I read this just in time!

Dave Linhardt, Founder & CEO, LegitLead


This book was a pleasure to read. It didn’t waste any time and got straight to point. The Grunt Fund is a great way to build a team in the gap phase of a startup, allowing for flexibility, while being equitable to everyone contributing resources. This book is a must read for anyone in my position building a team to turn an idea into reality.

Barnabe Geis, Communications Lead, Centre for Social Innovation


Really interesting read, which I luckily discovered at just the right time. We’re currently discussing equity splits and have covered a whole range of convoluted or inequitable methods. After reading this it seems like we have our solution!

Ben Day 

 We had a nightmare that involved a shareholder who held a sizable portion of the company, and there was no buyout clause on his shares.  We ended up paying way more than we should have to get his shares back.

We’ve since bought copies of Slicing Pie for all of the people who work at Lunar Giant.  I’m happy to say that not only does everyone love the book, but our productivity has gone way up because there are no longer questions of “who gets what” lingering in our minds.

 Jay Margalus, Lunar Giant 

I’m just begining with my new startup, and this Grunt Fund method is just what I needed! I’ve quit another startup where I was collaborating because the method for slicing the pie was not fair. So I felt the need for this, and found your book. Perfect!

 Rui Gil, Blog 

Your book is a great read and VERY inspiring! it has given me many new ideas on how we can collaborate and pool our resources to help each other. My goal is that all our consultants should be happy and motivated to do great work at our clients and be able to use portions of their time to develop their own ideas and with your pooling ideas, the grunt fund and other equity plans I believe that we could do great!

Johan Bartholf,  ONETED

One of the best books I’ve read at making sense of the awkward and confusing process of dividing up equity in a new startup. Slicing Pie clearly demonstrates how poor of a decision it is to make the classic mistake of dividing things evenly.

Seth Kravitz, Co-founder, 

I have advised dozens of startups and founded a few myself. Early distribution of equity is always a touchy subject and rarely done correctly. Slicing Pie proposes an equity distribution philosophy that should improve the likelihood of success for any company by fairly compensating all founders and early contributors. Whether a company adopts the philosophy in full or chooses select elements to incorporate into its equity distribution practices, Slicing Pie provides substantial insight for all company founders.

Jacob Babcock, Esq.

I found Slicing Pie after reading an introduction about the book and realizing that the partnership dispute scenario that I just went through is unfortunately all too common. Like many, my business partner and I split equity too early during the formation of the company. Things were great until my partner abandoned the company without cause and this left us in an unfortunate battle for how to move forward. I wanted to buy him out, but he demanded a ridiculous amount of money even though the business had almost no revenue yet. This put an immense amount of stress on the business.

I read the entire book in one sitting. Everything resonated with me as I reminisced over the past 7 businesses that I’ve been part of over the years. Even though the most recent business is the only one where I had a serious partnership dispute, all the past partnerships could have been handled better and more fairly if we had the kind of moral and pie slicing agreements that this book discusses.

I really like the fact that the book distills the most common partnership scenarios down to basic formulas for determining everyone’s slice of the pie. I see myself using Slicing Pie as the moral operating agreement for future ventures. It really covers a lot of scenarios in a much more simple way than any other business structure advice that I’ve heard before.

Ryan McGeary Founder,

I have been desperately looking for resources like the ones in your book, Slicing Pie. I’m currently the sole founder of a start-up and I haven’t been lucky enough to have had an old friend or co-worker who was interested in the crazy start-up world. So I’m now in a position where I need to go out and find someone. I have some ideas about where to go and find a partner, but one of the main reasons I’ve hesitated has been that I didn’t know how to engage them and not seem like a jerk.

If I really take on a partner, I want to be fair with them, and we don’t yet have the revenue to pay them fairly. I’ve learned a bit about how to offer equity with a 1 year cliff and 5 year vesting, but I have never discovered a framework for how much equity to give them. After voraciously reading your book I now understand a really fair framework for creating a realistic valuation of my company, and a really fair way to offer equity. Its brilliant because this framework evolves as a start-up evolves, making it really fair, and clear. And since it ties equity to actual contributions over time, it makes it easy to evaluate “how someone is doing” and provides a clear way to communicate it. This is an essential read for any early start-up.

Marc Teer, Founder, Black Spectacles

So how do you start a company with no money, and motivated associates who will attempt to bring the idea to life? Mike Moyer has traveled this path many a time, both successfully and unsuccessfully. He has developed a model that is both fair and workable, and it is called “Slicing the Pie.” In lucid prose, he will guide you on how to bring people along for the journey, how to treat them fairly, and how to handle both success and failure. An excellent guide for anyone desiring to start a company.

Verinder Syal Adjunct Professor of Entrepreneurship, Northwestern University

I really enjoyed reading Slicing Pie and felt that it gave me a lot of valuable insight into start-ups and how to handle making decisions in the early stages of building a business. As your book suggests, there really aren’t many (or any…) books out there right now about that awkward “gap” period between thinking of a great idea and actually becoming a business. Instead most start-up or entrepreneurship books give more insight into the legal aspects of how to build a business or how to build your brand, market your product, sell your product, etc. Yet, I loved that your book approached entrepreneurship from a perspective that not only addressed the logistics of building a business, but also the more personal aspects of business, which you can rarely find guidance for. I think that every person who has ever had an idea that they wanted to grow into a business comes across the questions you address in the book and it is truly a great guide for young entrepreneurs!

I also really love that this book is short, to the point and easy to read. Many people who have great ideas and want to start a business don’t have a background in economics, and this book is a simple step by step guide to building equity in a company. It isn’t overwhelming with useless information. Instead, it seeks out the most important aspects in building equity. The pie metaphor is also a great an easy way to relate the idea of building a company in a simple way. For people who become easily overwhelmed by all of the different aspects of building a business, I think the pie metaphor really helps to simplify things! I also really enjoyed your personal anecdotes in the book. It made me feel like I’m not just taking advice from an anonymous source, but instead it gave you a lot credibility and made me think, “hey, this person has a lot of experience and really knows what they are talking about.”

I think that the book gives a really novel look at start-ups and I think it’ll really appeal to a huge market!

Meredith Hamilton, Student, Northwestern University

Just starting company where by one con-founder can only contribute part-time, as continuos income is need for his family we were wondering how to divide and split ownership once we become successful down the road. This book gave us the answer… the grunt fund.

The book is well written, compared to other business books actually fun to read! The book gives a very good explanation on what the risks are of early equity splits and the often used standard 50 / 50… it provides a module to value the different aspects of value, from time, to cash, to office space etc. It really is a clever way of working with a number of people towards a new start up and allowing everyone to get a fair share, without the need of contracts and lawyers to begin with. The examples provided help to create a similar process for my own start up.

I will be using the grunt fund!! Great BOOK!

Jos Schapp, Partner, stayNtouch

I had every intention of going to bed at a reasonable hour last night, but stayed up until 2AM reading a good portion of Slicing Pie. It couldn’t have come at a better time, as I finally acknowledge that I can’t get my company across the gap alone…and already learned the hard way how NOT to bring people on board.

In my first venture we split the pie too early and, after I put in much more than my slice accounted for, tried to say “shouldn’t we redistribute the equity according to what people have put into the company?” That conversation went poorly for two reasons: i) it had been suggested too late (once the new worked mostly in my favor), and ii) even if everyone agreed, we had only a vague idea of how to structure dynamic equity.

With Slicing Pie, I won’t mess things up this time.

Further, I love that the book is so well balanced: seriousness and levity, big picture and details, etc. I am also amazed that Mike Moyer offers electronic tools, a refund guarantee, and “upgrades” – and is humble (and wise) enough to solicit and incorporate feedback. Every startup needs this book. This means you.

Please omit my last name for the time being (this is a startup that I don’t need my full-time employer to know about just yet)!