“Work for Equity!” Why Your Startup Isn’t Attracting Real Developers (and What to Do Instead)

Oshri Cohen
Jun 18
3 min read

TL;DR:

“100% equity” isn’t a business model. It’s a punchline.
If you want real builders, offer real value (including, you know, money).
Or just call Red Corner. We’ll build your dev team and CTO package at a price you can actually budget for.
Your dreams deserve more than a meme.

Every week, I spot another version of the same desperate plea in a founder group or LinkedIn thread:

“Looking for a rockstar CTO and dev team! Join our once-in-a-lifetime project. Compensation: 100% equity. DM me if you want to be part of something huge!”

Cue the sound of a thousand developers closing their browser tabs, rolling their eyes, and sending the post straight into the group chat. If you listen closely, you can hear the collective sigh from the tech community echoing across LinkedIn, Reddit, and even whatever’s left of “X.”

Why “100% Equity” is a Red Flag (Not a Badge of Honour)

Let’s call it what it is: Asking seasoned engineers to work for equity only is like asking a Michelin-star chef to cook your wedding dinner “for exposure.”

“Hey, you’ll get paid… if the restaurant is a smash hit and we don’t go out of business in six months.”

Sound ridiculous? That’s because it is.

Developers know what their time is worth. Many have spent years (and several all-nighters) honing their skills, building products, and let’s be honest, getting burned by more “next Facebook” ideas than they can count. The world is full of projects with “massive potential and contracts just around the corner.” If your idea is genuinely valuable, why haven’t you raised at least enough cash to pay the very people who will make it real?

The Harsh Reality: Equity is Not Cash

Equity can be valuable. But only if the company survives the brutal startup gauntlet and exits with enough momentum to make those percentages mean anything. Spoiler: Most don’t.

You want pros? Offer something professional, not just a handshake and a dream.

When you post a job that says, “We’re only interested in a 100% work-for-equity arrangement,” here’s what experienced developers actually read:

“We haven’t validated our idea. We have no funding. We want you to take all the risk and do all the work.”

This approach doesn’t attract real builders. It mainly attracts wishful thinkers, or folks who (frankly) shouldn’t be writing your product.

So, What’s the Alternative?

(Or: How to Actually Build a Team That Ships)

Here’s where things get real.

Enter Red Corner: We understand that founders need expert leadership, real code, and real accountability, without setting their whole runway on fire. That’s why we offer:

A fixed-cost dev team plus a Fractional CTO, all in one package.

No games. No, “when we IPO, you’ll be rich.” Just a transparent, predictable monthly price for a world-class product team led by a seasoned Fractional CTO. You get the technical firepower you need, your cash lasts longer, and your cap table stays clean.

Why Our Model Actually Works

Accountability: You get a CTO who’s done this before (and won’t disappear after two sprints).
Predictability: No surprise invoices or endless scope creep—just clear milestones and reliable delivery.
No Founder Gymnastics: Focus on selling, raising, or whatever keeps you up at night, while we handle the tech, delivery, and team-building.

What Does This Look Like in Practice?

You bring the vision. We turn it into a roadmap, build your product, launch it, and (when you’re ready) even help you hire your own internal team.

No more awkward conversations about “rent in equity.” No more unicorn CTO who only exists in your head. Just actual results, shipped on time.

Ready to stop chasing unicorns and start building something real?

Reach out to Red Corner—let’s put your product in the hands of actual users, not just in your imagination.

Sources:

P.S. If you’re reading this and still thinking of posting that “work for equity” ad… remember:

Great products are built by great teams, and those teams deserve real compensation.