Getting in front of them.
WHAT TYPES EXIST
- Angel investors: individuals, earlier stage, smaller amounts
- Funds: institutional, defined criteria, larger amounts
- Strategic investors: companies with an interest in your sector
- Development finance: institutions with developmental objectives
WHAT TO ESTABLISH ABOUT ANY INVESTOR
What stage they invest at What sectors What amounts What they have invested in recently Whether they lead or follow
WHY RECENTLY
Stated criteria and actual behaviour differ.
HOW TO FIND THEM
Portfolio companies' announcements Networks and communities Events Introductions
WHAT WORKS BEST
An introduction from someone they trust.
WHY
Unsolicited approaches are largely ignored.
HOW TO GET ONE
Through founders they have backed.
WHAT TO ASK THOSE FOUNDERS
Whether the investor was helpful, and how they behaved when things went badly.
WHY THAT SECOND QUESTION
It is the one that matters and it is rarely asked.
WHAT TO SEND IN A FIRST APPROACH
Short: what you do, the evidence, what you are raising.
WHAT NOT TO SEND
Long documents Requests to sign confidentiality agreements before talking
WHY THAT SECOND POINT
Most investors decline, and asking signals inexperience.
WHAT TO EXPECT
Many conversations, mostly ending in no.
WHAT TO TRACK
Who you approached, when, and the outcome.
