For many would-be entrpreneurs, one of the more distasteful things involved in a startup is fundraising, or dialing for dollars. Unless you hit the lottery (one in 20 million chance) or a sugar daddy/mama comes through (not likely), you’re gonna need to raise funds. And as you do that, figure for a year’s worth of labor, lawyers, accountants (assuming you’re not one yourself, and we’re not), office space (maybe), supplies, labor/salaries (maybe) — add all that up, then triple it, and you’re getting close to a realistic startup cost. Have a concrete business plan, in writing, and be prepared to revise it. A lot. Thank God for modern software. 30 years ago that rewrite meant spending untold hours hunched over the IBM or Smith-Corona typewriter, clack-clack-clacking away. Now, you just boot up your laptop and delete and insert. What could be more fun than that?

And so, with business plan and 30-second pitch ready to go, start dialing. Ask for money and ask for referrals.

Diane Evans, “the boss,” has been dialing for dollars for something like two years. She’s at it again today. She enlisted my wife to assist. It’s hilarious, they carry on like sisters. Through trial and error, Diane’s gotten really good at pitching. And we’ve made some amazing connections. I’ve made some small contributions, getting our foot in the door at the Cleveland Clinic and a connection with world’s most connected guy, Daniel Moneypenny. If you don’t know Daniel Moneypenny, you don’t know squat. Cuz he said so.

Prospecting leads to meetings and, sometimes, a deal. It all takes a lot of time and stomach-churning moments. But when it works, it is awesome.

One success story: MSN.com. More on that later (above).