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What are the key criteria to look for in an investor's track record and reputation?

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You have a great idea, a solid team, and a promising product. Now you need some funding to take your startup to the next level. But how do you find the right investors for your business? And how do you assess their fit and compatibility with your vision, values, and goals? In this article, we will share some tips and best practices on how to evaluate potential investors and build a strong relationship with them.

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1 Know your needs and expectations

Before you start looking for investors, you need to have a clear idea of what you are looking for in terms of funding, support, and involvement. How much money do you need and for what purpose? What kind of expertise, network, and resources do you expect from your investors? How involved do you want them to be in your decision-making, strategy, and operations? Having a realistic and well-defined set of needs and expectations will help you narrow down your options and communicate your value proposition effectively.

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2 Research their track record and reputation

One of the most important criteria to look for in an investor is their track record and reputation. How successful have they been in backing startups in your industry, stage, and region? What kind of returns have they generated for their portfolio companies and their limited partners? How do they treat their founders and co-investors? How transparent, ethical, and trustworthy are they? You can find out a lot about an investor by doing some online research, checking their website, social media, and blog posts, and reading reviews and testimonials from other entrepreneurs and stakeholders.

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3 Ask for referrals and introductions

Another way to find and evaluate potential investors is to ask for referrals and introductions from your existing network. This can include your mentors, advisors, peers, customers, suppliers, or anyone who knows you and your business well. Referrals and introductions can help you get access to investors who are otherwise hard to reach, and also provide some social proof and credibility for your startup. However, make sure that the person who refers or introduces you is reliable, relevant, and respectful, and that you have their permission and endorsement before contacting the investor.

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4 Prepare your pitch and due diligence

Once you have identified some potential investors who match your needs and expectations, and who have a good track record and reputation, you need to prepare your pitch and due diligence. Your pitch should be concise, compelling, and customized to each investor's interests, goals, and preferences. You should highlight your problem, solution, market, traction, team, and ask, and show how you can deliver value and returns for the investor. Your due diligence should include your business plan, financial projections, customer feedback, competitive analysis, and any other relevant information that can validate your assumptions and claims.

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5 Build rapport and trust

Finally, you need to build rapport and trust with your potential investors throughout the fundraising process. This means being responsive, honest, and respectful, and showing your passion, enthusiasm, and commitment. You should also ask questions, listen actively, and seek feedback from the investors, and show that you are open to learning, improving, and collaborating. Building rapport and trust will help you establish a positive and lasting relationship with your investors, and increase your chances of closing the deal and working well together.

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Steve Lowe
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It's important to focus on the small things as those add up over time towards building rapport and trust. Managing expectations and keeping your word are key to this. Little things will become red flags if you do not properly manage them. Example, if you tell a potential investor you will meet them at 10:00, don't show up at 10:15 or even 10:05.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Greg Wilson

CEO, Ridglea Holdings, Inc.
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One thing I'd suggest startups seeking funding consider is who is providing your capital, and how good a fit are they for your current and future plans. When I was with eRealty, we raised in excess of $30m. Some of that money came from investors who understood our market. Much didn't. Unfortunately, the non-RE venture capitalists tried changing us into what they knew (tech), rather than what we were aiming to achieve (the next evolution of the Real Estate space). In retrospect, it's my belief we would have been better served choosing investors with knowledge and experience in our space, even if that meant raising less money or growing at a slow pace. Very Best, Greg

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What are the key criteria to look for in an investor's track record and reputation?

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1 Know your needs and expectations

2 Research their track record and reputation

3 Ask for referrals and introductions

4 Prepare your pitch and due diligence

5 Build rapport and trust

6 Here’s what else to consider

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