We often get asked the question: What do you look for in an investment? Although I’m sure every VC can have a different take on the subject, here are our key factors:
- Idea— we rarely see a bad idea, but often a poor business model. The idea, however, is the driving force behind what will be developed, so the ability of the founder to clearly articulate the vision and how it solves a real problem is crucial in attracting investors, building a team and speaking with potential customers
- Passion—What’s an idea without passion behind it? We get calls from founders who have an idea but do not want to start a company, only want us to ‘buy’ the idea. Forget it…that’s the founder’s job #1—having the passion to make the idea real
- Expertise—An idea without passion and expertise is also a non-starter. Don’t give us the ‘we are going to disrupt an old-school industry with our startup’ argument when you have no experience in the space and cannot really articulate what’s wrong with the current solutions, or worse yet, how ‘sticky’ they are with users
- Business Model—Here’s where the reality of the idea gets tested. Quickly. Who’s going to buy it, what do they need and what are they willing to pay? For example, have you not done testing with potential customers? That’s a big warning sign for investors, no matter how brilliant your solution appears in the PowerPoint. You need to be able to show that customers are willing to pay over the long term for a solution that does not cost you that much to deliver. There has to be solid gross margins evident in the financial plan as a foundation to any rational business
- Team—Are you all by yourself, with a great idea, passion, expertise and a solid business model? Great, but you will have a really difficult time getting any investor to speak with you. Startups require expertise in technology, finance, HR, markets, sales strategy, etc., etc. You don’t need all these skills upfront, and can outsource many of them , but investors are looking for a core team that can efficiently and effectively bring a product to market. Be sure you have the right team members identified and part of the game, not just maybe are going to join if you get funding
- Ability to Execute—OK, It’s great you have all the key ingredients listed above and now investors are interested on your ability to make all this stuff happen…on budget and in time…to hit the market before other competitors show up…which they will. The ability to execute is difficult for investors to measure. The easiest way for investors to judge this is to be a serial entrepreneur who has successfully launched and sold a company for a profit. Absent that, you need to lay out a clear plan of how you are going to make this happen. Some investors want a detailed plan, so they can track progress; other want metrics with timing to judge success
- Metrics—When will Version 1 launch? How may beta customers will be testing the version? When can sales begin to sell the product to a wider audience? What’s monthly customer acquisition/churn rates? What’s month-over-month revenue growth? These are just a few examples of clear metrics investors use to judge performance in a startup. Be sure you can articulate your key metrics upfront, be able to quantify them and report them out on a consistent basis, preferably monthly
Yes, getting a startup off the ground is difficult and at times frustrating. You are asking investors to commit funds—their money and other’s money—to your enterprise. You need to be able to answer a lot of questions, especially if you are a first-time entrepreneur. Preparation is essential to your success and will pay off in the long term.