Selecting An Equity Finance Consultant By William CateMost Chief Financial Officers CFOs realize that it’s a hundredtimes easier to raise venture capital for a public company thana private company. There is no shortage of individuals and firmsseeking to advise and coordinate the going public process forCFOs. The problem is that many of these equity financeconsultants are inept andor dishonest. Here are some simplerules for finding a competent and ethical advisor.Avoid firms that don’t disclose anything about themselves ortheir employees. The Net is a wonderful free-tool for doing "DueDiligence" investigations on firms and individuals. Do anadvanced search on the firm and its principals. Credit checksand background investigations are wise investments before youhire any consultant.All equity finance consultants have two basic ways to take yourcompany public. They can help you do an Initial Public Offering.Or they can suggest one of several alternative ways to go public…