According to Ritter, Musk has two excellent options for keeping a lot of the cash that would otherwise flow to Wall Street in SpaceX’s coffers. The first is doing a “direct listing.” That’s a mechanism that avoids the pre-sold, underwriting procedure, and allows market makers on the exchanges to set the opening price based on the orders coming in from everyone who wants the shares, not just those hand-picked by the lead book runners. In direct listings, the existing shareholders cash out, for example, but to date, the company itself doesn’t raise extra cash. But Musk could then do a follow-on offering at a higher price than a traditional IPO would have generated, potentially leaving far less on the table. Spotify, Palantir and Coinbase all used direct listings to go public.
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