What Should Founders Look For In An Investor?

What Should Founders Look For In An Investor?

Running a startup in the early days is pretty hectic. As a founder, you've got many things to figure out, and one big decision is finding the right investor. At first, you might use personal loans or help from family to keep things going. 

But as your startup grows, you must be pickier about where your money comes from. That's when professional investors come into the picture.

The catch is that dealing with these investors can get a bit tricky. Sometimes, founders end up giving away more than they meant to. Or, sometimes, it can take a long time to find the right investors as your business grows. 

So, how do you find the right investors interested in your business?

Well, don't be the Willy Wonka who gives away a golden ticket too easily. Know your worth and negotiate for your vision.

choosing an investor for startup

This blog is a guide to help founders like you understand what to look for in investors. You can get through the current fundraising phase and set your business up for long-term success by looking for certain qualities.

But before knowing how to find investors for a startup, you should know why you want funding for your business.


When do you need funding for your business?

Understanding the specific needs of your business at different stages can help you determine when seeking funding is not just a necessity but a strategic move for sustainable growth.

Here are some points on when you might need funding for your business:

Startup Phase: In the early stages of your business, you might need funding to turn your ideas into reality. This can cover expenses like product development, market research, and initial marketing efforts.

Expansion and Growth: As business growth accelerates and you see expansion opportunities, additional funding may be required. This could be to scale up production, hire more staff, or enter new markets.

Capital Investment: If your business involves significant capital investment, such as buying machinery, technology, or real estate, you might need funding to make these purchases.

Research and Development: Continuous research and development are crucial for businesses focused on innovation. Funding can support ongoing R&D efforts to stay competitive and bring new products or services to the market.

Marketing and Advertising: When you want to increase brand visibility, reach a broader audience, or launch a new marketing campaign, having funds allocated for marketing and advertising becomes essential.

Crisis Management: Unexpected challenges or economic downturns can happen. Access to funding during tough times can help your business weather the storm, covering operational costs until conditions improve.

Hiring Skilled Talent: As your business grows, you may need to hire skilled professionals to take it to the next level. Funding can be crucial for attracting and retaining top talent.

Inventory Management: Managing inventory levels is critical for businesses selling physical products. Funding may be necessary to maintain optimal stock levels and meet customer demand.

Technology Upgrades: In today's digital age, staying technologically relevant is vital. Funding can support upgrades to your IT infrastructure, software systems, and cybersecurity measures.

Entering New Markets: Expanding your business into new geographical areas or demographic segments often requires significant investment. This can cover market research, adapting products or services, and establishing a presence in the new market.

Debt Repayment: If your business has existing loans or debts, securing funding might be necessary to meet repayment obligations and maintain a healthy financial standing.

Types of Investors

Investors who support startups can be different types, like angel investors and venture capitalists. These two groups of investors have different goals and ideas about what risks are okay for them.

Types of Investors

Angel Investors

Angel investors are usually wealthy individuals who primarily fund startups. Some of them were founders themselves and know the early challenges of building a product and growing a business.

They might be interested in startups in their expertise or a specific place. Sometimes, they could be someone connected to the founder with the money to invest, even if they haven't invested before.

Angel investors want a higher return for their money because investing in startups is risky. They often have a diverse portfolio to spread the risk. Their focus might be more on the skills and experience of the startup's founders rather than the business model.

Venture Capitalists

Venture capitalists invest money in a business in exchange for a company share. They look for opportunities with really high growth potential. Venture capitalists usually work as a team, managing a fund created by partners making investment decisions.

They try to find startups with strong leaders and a product or opportunity that can proliferate. They may aim to get a significant enough share in the company to have a say.

Investing in new and unproven companies is risky, and many startups might not succeed. Because of this risk, venture capitalists expect a huge return if the startup becomes successful.

How to find a Business Investor?

Getting an investor for your business is like a mix of getting ready, doing things right, and a bit of luck.

Getting Ready Doing Things Right Some Best Practices

So, how to find an investor for a business? Here's how:

Getting Ready

Tell Your Story Well: Make a short and exciting pitch about your business – talk about what problem you solve, why your solution is unique, and your plans for the future.

Research Investors: Look for investors in your industry, at your business stage, and like what you're doing. Know what they've done before and what they're looking for.

Build a Good Team: Get skilled people to join you. Your team should show off how capable your company is.

Sort Out Finances: Have clear financial statements and predictions that show how your business can grow and make money.

Doing Things Right

Connect Smartly: Go to events, conferences, and places where investors might be. Use your professional contacts to meet the right people.

Build Relationships: Take time to get to know investors. Show them you understand your business and care about it.

Create a Great Presentation: Make an excellent, clear presentation that grabs attention and explains your vision.

Be Ready for Questions: Expect tough questions about your business. Practice your answers and be confident.

Negotiate Well: Understand what investors offer and negotiate well so it's good for both sides.

Some Best Practices

Look at Other Options: Check out different ways to get money, like doing it yourself (bootstrapping), crowdfunding, or getting help from angel investors before going to big venture capitalists.

Find a Mentor: Connect with experienced people who can guide you through getting funds.

Handle Rejections: Not every investor will be right for you. Learn from each "no" and keep going.

Stay Persistent: Finding the perfect investor takes time, so don't give up on your dream.

Remember, there's no one-size-fits-all way to get investors. Just be ready, do things well, and build genuine relationships with investors who believe in your business.

What should founders look for in an investor for their Startup?

Fundraising is no easy feat, and founders often find themselves in the challenging task of managing a fundraising round. The combination of stress and the critical need for investment to sustain a startup's viability can make accepting any offer on any terms tempting. 

However, not all capital is created equal. Investors bring more to the table than just financial support, and viewing their involvement merely in monetary terms can limit the potential opportunities they offer. 

An investor's varied abilities and experiences can act as a force multiplier in investment, making the right person on your team the difference between long-term success and short-term failure.

Investors for startup typically negotiate to have a meaningful say in the direction of the business in exchange for their capital. This strategic input can drive success and innovation, provided you know what to look for in potential investors.

Here are a few things to consider when finding an investor for your business:

investor for startup

Exit-First Approach

A vision for your startup is crucial, but aligning with an investor to achieve your goals is equally important. Conversations about growth plans, milestones, and exit strategies should be initiated before establishing an investment relationship. Key questions to consider include:

  • What is the startup's growth plan?
  • What milestones need to be achieved for the next fundraising round?
  • How will the capital raised be utilized?
  • What does a successful exit look like?

Industry Know-How

Consider the background of potential investors. Their industry expertise, or the lack thereof, can significantly influence your business direction. Ideally, investors should deeply understand the industry your startup operates in or plans to enter. This expertise can offer valuable insights and guidance, helping navigate the marketplace and capitalize on opportunities while avoiding common pitfalls.

Entrepreneurial Skills

Beyond industry knowledge, investors with proficiency in entrepreneurial skills bring additional value. Finding an investor with personal experience in scaling startups or specific financial and operational expertise can enhance your team's capabilities. This goes beyond understanding the industry and delves into the practical aspects of building and growing a business.

Mentorship Expertise

Starting and running a business can be tricky for founders, especially when getting funds early. That's where an angel investor can be a game-changer. They bring in money and become like your business advisor, helping you when things get tough.

Not all investors are up for being advisors, so it's something to consider when picking the right one. But finding an investor willing to guide you can change the game for your business. Knowing you have someone smart to turn to can make a big difference in how you tackle the challenges of running your business.

Network Matters

An investor's network is a valuable asset. Investigate their background thoroughly and leverage your professional network to gather insights. A robust network indicates potential opportunities and provides access to mentorship and operational support. Understanding how an investor's network aligns with your startup's goals is crucial in evaluating their long-term value.

Consider the following factors:

  • Does the investor have experience with the stage of your business, be it early startup or scaling up?
  • Is the investor familiar with your target customer or industry, bringing relevant insights?
  • Does the investor have a network of talented Operating Advisors who can assist with specific challenges, such as go-to-market strategies, content planning, or product-led growth?
  • Are these advisors available to engage with you and provide guidance as you tackle challenges?

Approach for Investment

How an investor approaches the fundraising round and engagements with your founding team reveals much about their commitment. A dedicated investor would have thoroughly researched your startup's growth journey. 

They should be able to offer valuable insights into your growth plan, discussing how their skills and capital can add substantial value. A quality investor challenges your growth plan constructively, ensuring decisions are scrutinized and grounded in sound assumptions.

Striking the right balance is challenging, but a high-quality investor with relevant experience and due diligence will effectively communicate their value during fundraising meetings. Remember, it isn't only about the money; it's about finding a partner who believes in your business and contributes meaningfully to its success.

Investment History

Having a lot of money is good, but it might not be the best match if an investor doesn't know much about startups like yours. Check their track record – have they worked with companies similar to yours? 

Look for VC firms with a history of successful investments and exits. One way to check is by looking at their gross internal revenue (IRR). Higher IRR over a longer time means they are more experienced and can help your business grow. Different firms set different IRR goals, so check if it matches the stage your company is in.

Many successful angel investors are former entrepreneurs who know the startup journey well. Consider seeking references from those who have worked with a specific firm to understand how they handle challenges when investments face difficulties.

Supportive Ecosystem

Beyond providing funds, valuable VC firms offer comprehensive support services. Look for those with in-house experts, like a marketing head, who can connect you with essential contacts. While investors can assist you, realizing they won't replace your entire team is necessary. 

Assess a VC firm's capacity by listening to the services they offer, speaking to other founders, and considering the number of startups they invest in – fewer investments may indicate more attention and resources for each startup, although exceptions exist.

Matching Your Style

The last, and maybe the most important, is the connection and how well you get along with this person. Since you'll be working together for a long time, it's crucial to communicate openly and enjoy each other's perspectives. This can be the difference between a good and a bad relationship with your investor.

Sometimes, you have to share bad news, so feeling comfortable with them, even in tough times, is essential.

Also, think about your working styles. Do they like discussing things at 3 am? Understanding how and how often they want to talk is a big part of working together, and people often overlook it.

Working with someone whose style matches yours can help avoid some problems down the road.

How can a Virtual Assistant help find the right investor for your Business?

A Virtual Assistant can be crucial in finding business investors by handling various tasks efficiently. A Virtual Assistant can be the Sam to your Frodo, saving you from all the tedious and laborious tasks and uplifting you throughout!

fundraising virtual assistant

Here's how:

  • Identifying Potential Investors: VAs can research and create a comprehensive list of potential investors for start-ups based on criteria such as industry, investment stage, and geographical preferences.
  • Building Investor Profiles: VAs can create detailed profiles for each investor, including their investment history, preferences, and any relevant information that might help the outreach process.
  • Coordination of Meetings: VAs can handle the scheduling of meetings between you and potential investors, ensuring that all parties are available at mutually convenient times.
  • Data Management: VAs can help maintain a Customer Relationship Management (CRM) system, keeping it updated with the latest interactions, investor responses, and other relevant details.
  • Industry Analysis: VAs can conduct market research to understand the current trends in your industry, helping tailor your pitch to align with investor interests.
  • Preparing Pitch Decks: VAs can assist in creating and refining pitch decks, ensuring they are clear, compelling, and aligned with investor expectations.
  • Report Generation: VAs can generate reports summarizing the progress of your outreach efforts, the status of communications, and any feedback from potential investors.
  • Social Media Management: VAs can manage your business's social media accounts, creating a professional and engaging online presence that can attract potential investors.
  • Event Participation: VAs can help identify relevant industry events, conferences, or webinars where you can network with potential investors. They can also manage your participation in these events.
  • Due Diligence Support: VAs can assist in gathering necessary documentation and information for due diligence purposes, streamlining the investor's decision-making process.

Wishup: Find your Ultimate Fundraising Executive Assistants

Wishup is the best place to find a virtual assistant for fundraising. We connect you with skilled professionals who know the ins and outs of fundraising. We make the process easy to start, cost-effective, and reliable. With Wishup, you get the proper support to boost your fundraising efforts and simplify things.

wishup virtual assistants

Here are the benefits of working with us:

  • Get top-tier virtual assistant talent – our collaboration brings skilled professionals from the top 0.1%, ensuring standout expertise.

  • Efficient onboarding is our focus. With dedicated virtual assistants, integration takes just a few hours to become a vital part of your team, ensuring a quick start to our collaboration.

  • Wishup is committed to affordable expertise. Our virtual assistants bring valuable skills without extra training costs, giving you a budget-friendly way to boost your team.

  • Our instant replacement policy is simple. We offer support without detailed explanations, ensuring a smooth transition when required and giving you the assurance you need in our virtual assistant partnership.

  • Try our virtual assistants risk-free for seven days. Experience their efficiency firsthand before making long-term commitments. It's a chance to decide based on your direct experience.


Key Takeaways

Finding investors involves more than just securing capital. While connecting with the wrong investor may not spell doom for your startup, it can hinder success and deter high-quality investors in the future. 

Building relationships with the right people is crucial, and it's worth investing the time to ensure your startup aligns with the investors who genuinely understand and support your vision.

If you need fundraising assistance, feel free to contact Wishup. Contact us via a free consultation or send an email to [email protected] for personalized support and guidance in navigating the complexities of finding the right investors for your business.

FAQs: Investor For Startup

How do I find investors for my startup?

Craft a compelling story highlighting your problem, solution, and competitive edge. Condense it into a powerful pitch deck showcasing your market opportunity, financials, and outstanding team. Practice your delivery with passion and confidence, anticipating investor questions. While venture capitalists are a popular option, explore alternative funding like bootstrapping, crowdfunding, or early-stage-focused angel investors. Keep your options open for a well-rounded approach to funding your venture.

Can I invest 50000 in a startup?

Investing in a startup is exciting, but risk tolerance is paramount. Only invest what you can comfortably lose, as these ventures are inherently volatile. Diversification is vital – spread your investment across multiple startups to mitigate risk. Before diving in, thorough research is crucial. Scrutinize the startup's business plan, financials, and team expertise. Don't hang back to seek professional advice from a financial advisor for personalized guidance. 

How do I approach an investor for a startup?

Making a successful first impression with an investor requires respecting their time. Keep your meeting requests concise and avoid inundating them with follow-ups. Professionalism and organization are critical, so dress appropriately and present yourself well. Anticipate questions about your business plan and financials, and come prepared to answer them confidently. Active listening is crucial – understand their priorities and build rapport around their interests.