top of page
  • Writer's pictureGlyn Heath

Finding the Ideal Investor: A Guide for Startups and Early Stage Businesses

Updated: Oct 25, 2023

In this blog, we will explore the main considerations for selecting the ideal investor, what entrepreneurs should look for, what they should avoid, and the common mistakes to steer clear of in their pursuit of funding and how all that aligns with what investors are looking for from an entrepreneur and their business.

Entrepreneur catching investment
Finding the ideal investor

With numerous options available, it's essential to carefully consider all aspects. Selecting the ideal investor for your start-up or early stage business is a critical decision that can significantly impact your company's growth and future success.

Main Considerations When Selecting Your Ideal Investor

Alignment of Vision and Values

It is crucial to find an investor who shares your vision and values and that their goals are aligned with your long-term objectives. This alignment ensures that both parties are on the same page and can work together harmoniously towards common objectives. Investors should believe in you and your team, and they should be willing to support your vision for the business and invest in your team.

Industry Expertise and Network

An investor with relevant industry expertise and a strong network of contacts should be a valuable asset and provide insights into the market, help you identify opportunities, and connect you with key stakeholders. Seek investors who possess a deep understanding of their specific market and can open doors to potential customers, partners, and mentors and guide you through various phases of growth. An investor with a successful track record of backing startups and early stage businesses can significantly enhance credibility.

Financial Resources and Track Record

The financial stability and track record of an investor are crucial factors to consider. You should assess the investor's ability to provide the necessary funding, as well as their history of successful investments and exits. Will they be able to provide the necessary funding throughout the different stages of your company's growth? A financially stable investor is more reliable.

Value Beyond Money

You should seek investors who bring more than just capital to the table. Investors should be willing to share their expertise, provide guidance, and act as a sounding board throughout the entrepreneurial journey with a supportive and collaborative approach. Look for those who can offer mentorship, strategic advice, and operational support and are prepared to work with you as a partner and help you succeed.

Risk Tolerance

Understand the investor's risk tolerance and expectations and how they assess and quantify risk. Some investors may expect quicker returns and could apply more pressure, while others may be more patient.

Terms and Conditions

Carefully review the terms of the investment, including equity stake, valuation, board seats, and any restrictive covenants. Ensure that these terms are fair and reasonable. Once terms are agreed you have to be confident you can live with them at least until the next transaction.

Investment Goals and Style

It is important to understand the investor's financial goals and investment horizon. Make sure that their goals are aligned with your own for the business. For example, if you are looking for a long-term partner to help you build a sustainable business, you should avoid investors who are looking for a quick exit.

Investors have different investment philosophies and styles. Some are more hands-on, while others are more hands-off. It is important to choose an investor who has a style that is compatible with your own management style and approach to running the business.

Personality Fit

Make sure your personalities and working styles mesh well. The relationship with an investor goes beyond just finances. Look for an investor with whom you have good chemistry and can build a strong working relationship. Communication and trust are essential. Choose an investor who is transparent and communicates openly about expectations, challenges, and opportunities. Building a strong relationship is essential, and trust is the foundation.


Look into the investor's track record and reputation. Do other entrepreneurs speak highly of working with them? Taking up references and undertaking your own due diligence on potential investors is crucial.

Highly reputable investors with a good track record of healthy working relationships with their portfolio companies are more likely to be able to help you achieve your goals.


Pay attention to the level of control and influence the investor wants over decision making in the company. Make sure you are comfortable with any board seats or voting rights they may request. It's important to maintain a healthy balance of power and avoid investors who may hinder decision-making or stifle creativity. On a day-to-day basis you do not want micromanagement by investors as this can stifle creativity and hamper growth plans.

Long-term Commitment

Building a successful business takes time, and entrepreneurs should look for investors who are committed for the long haul. It's important to find partners who are willing to stay invested and support the business through its various growth stages.

Short-term focus

Avoid investors who are solely interested in quick returns and may pressure you to make hasty decisions that don't align with your long-term vision. Start-ups and early stage businesses take time to grow.

Overly dilutive terms

Be cautious of investors who demand a disproportionately large equity stake, which can limit your control and future financing options.

Selecting the right external investor is a crucial decision for start-ups and early stage businesses. By considering factors such as vision alignment, industry expertise, financial stability, mentorship, and long-term commitment, entrepreneurs can increase their chances of finding the perfect investor. Additionally, avoiding overbearing control, misaligned expectations, rushing into partnerships, and neglecting due diligence will help entrepreneurs navigate the investment landscape with confidence. Remember, finding the right investor is not just about money; it's about finding a partner who can contribute to the long-term success of the business.

Common Mistakes

Paying attention to the above points should help you avoid costly mistakes. However, in the excitement (and often pressure) to raise investment, the appropriate level of rigour isn’t always applied. Here are some of the more common issues:

Rushing the Decision

It can be tempting to accept the first investor who shows interest, but entrepreneurs should resist the urge to rush into partnerships. Taking the time to thoroughly vet potential investors and consider multiple options can lead to better outcomes in the long run. Another aspect of this is bringing on an investor too early or too late in the company's maturity stage.

Ignoring Due Diligence

Due diligence is critical in evaluating potential investors. You should thoroughly research and assess an investor's background, reputation, and past investments before making a decision. You have as much right to DD the investor as they do you and your business!

Focusing Solely on Financial Terms

While funding is important, you should not solely focus on financial terms. It's essential to consider the broader value an investor brings, including their network, expertise, and potential for long-term partnerships.

Overlooking Legal and Financial Advice

Consult with legal and financial experts to review investment terms and ensure they are in your best interest. Don’t be put off by the cost of obtaining proper legal and financial advice; it’s a long-term investment in ensuring you get the right deal on the right terms.

Not Evaluating the Fit

Avoid investors who don't align with your business's values, culture, or strategic goals. This is often a result of focusing too much on the valuation or amount raised versus the quality and fit of the investor.

Not Doing Enough Research

Before you meet with any investors, it is important to do your research and learn as much as you can about them. This includes understanding their investment goals, industry expertise, and track record.

Not Being Clear About Your Own Needs

Before you start talking to investors, it is important to be clear about your own needs. How much money do you need to raise? What kind of support do you need? Once you have a clear understanding of your needs, you can start to identify investors who are a good fit.

Not Asking Enough Questions

When you meet with potential investors, be sure to ask them plenty of questions. This will help you to better understand their investment philosophy, style, and approach.

Not Negotiating The Right Terms

It is important to negotiate the terms of the investment carefully before you accept any money. Make sure that you understand all of the terms and that you are comfortable with them. Re-negotiating terms post-investment is extremely difficult and so the time to get the best possible terms is on the way in. Spend time negotiating and if the deal doesn’t feel right, it isn’t!

Engaging With Investors Too Late

All businesses need capital to grow. In some cases this can come from cashflow and / or debt but for many it will require external equity investors. Relationships take time to cultivate so start early if you think this is your most likely route to raising development capital. Engaging with investors when you desperately need the money immediately puts you on the back-foot.

What Investors Look For In An Entrepreneur And Their Business

Having evaluated what the key considerations are in selecting the ideal investor and looking at some of the most common mistakes it is equally important to understand how an investor will be evaluating you and your business. Armed with this investor view you will be able to assess how balanced a relationship is likely to be and focus your time and energy on those engagements that have the highest chance of securing investment.

Here are key factors that investors typically consider:

Vision and Passion

Investors are drawn to entrepreneurs who demonstrate genuine excitement and commitment and have a clear vision for their business. This can inspire confidence and attract investment.

Industry and Domain Knowledge and Expertise

Investors want to see that entrepreneurs have a deep understanding of their industry and the market they are targeting. Entrepreneurs who possess industry-specific knowledge and expertise are better positioned to navigate challenges and seize opportunities.

Scalability and Growth Potential

Investors are interested in companies that have the potential for rapid growth and scalability. They look for businesses with innovative products or services, a large addressable market, and a clear plan for expanding the business with increasing margins as revenue ramps.

Strong Management Team

Investors pay close attention to the management team behind a business. They look for a diverse team with high levels of capability, complementary skills and a track record of success. A strong management team inspires confidence and demonstrates the ability to execute on the business plan.

Market Opportunity

Investors assess the market opportunity and potential for a business and want to see evidence of a sizable and growing market, with room for the business to capture a significant share. You need to be able to articulate your unique value proposition and explain how you differentiate your business in the market. It’s also essential to demonstrate an understanding of market trends, customer needs, and competition.

Unique Value Proposition

Investors look for a differentiated business that offers something unique, disruptive or has a clear competitive advantage over existing offerings or competitors. They also want to understand how that position will be defended against incumbents and new entrants to the market with things such as patents, proprietary technology, or processes that are difficult for competitors to replicate.

Clear Business Model

Investors want a detailed understanding of how your business generates revenue and your pricing strategy. This requires the entrepreneur to be able to clearly verbalise the revenue model, how the offering will be monetised now and in the future, how the funds will be deployed to grow the business and the business plan that underpins the proposition.

Traction, Milestones and Progress

Investors look for evidence of traction and milestones achieved by the business. This could include initial customer adoption, the rate and cost of customer acquisition, revenue growth, partnerships, or product development milestones. Demonstrating progress and momentum is compelling validation for investors that there is real demand for your product or service.

Financials, Return on Investment and Viability

Investors assess how realistic forecasts might be and validate the assumptions those projections are based on. They analyse the financials of a business, including revenue projections, profit margins, unit economics, cash flow requirements and burn rate. They assess the potential return on investment and evaluate the financial viability of the business.

Exit Strategy

Investors want to understand when and how they will realise a return on their investment. While the focus during the initial engagement will be on the quantum of the investment and for what stake, investors are equally interested in how they will make their return, the multiple and over what timeframe. This assessment is not possible without clarity around the exit strategy.

Coachability and Flexibility

Investors value entrepreneurs who are open to feedback, willing to learn (both new things and from mistakes!), transparent and adaptable. The ability to listen, learn, and make adjustments to strategy based on feedback is important in an ever-changing competitive landscape.

Integrity and Trustworthiness

Investors seek entrepreneurs with high levels of integrity and trustworthiness. Building a long-term relationship with an investor requires mutual trust and transparency.

Risk Assessment and Mitigation

Investors are interested in how you identify and mitigate risks associated with your business. All investors fully understand that no investment is entirely without risk and that risk is higher in start-up and early stage businesses. They want to be able to evaluate what that level of risk is and what measures and safeguards are in place to minimise that risk.

Ethical and Legal Considerations

Investors often assess the ethical standards and values of the entrepreneurs and the business and look for evidence that the appropriate governance is in place to ensure the

business complies with accepted business conduct and all relevant laws and regulations.

Some Additional Tips When Seeking Investment

  • Be prepared: When you meet with investors, be prepared to answer questions about your business, your team, and your financial projections.

  • Be honest and transparent: Be honest with investors about your strengths and weaknesses, and be transparent about your plans for the business.

  • Be confident: Investors want to invest in entrepreneurs who are confident in their abilities and their vision for the business.

  • Be persistent: Raising capital can be a long and challenging process. Don't give up if you don't get the investment you're looking for right away. Keep working on your business and keep pitching to investors until you find the right fit.


It's important to note that each investor may prioritise these factors differently based on their investment strategy, industry focus, and personal preferences and so it's essential to tailor your pitch and business plan to highlight these factors and address any potential concerns.

Entrepreneurs should aim to present a compelling case that aligns with the specific criteria of the investors they are targeting. Consequently it's important to research and target investors whose criteria align with your business's strengths. Building a strong investor pitch and having a solid business plan that addresses these considerations will increase your chances of attracting the right investors for your venture.

Essentially, investors look for an experienced team, big market potential, and early evidence that the business model actually works and can scale. In the end, it’s the entrepreneur’s responsibility to convince investors that their opportunity is compelling.

Image attribution: Free Stock photos by Vecteezy

13 views0 comments


bottom of page