What I look for in a startup

Like most of the world, I didn't grow up learning about money — both what it means to invest it to grow my wealth, and how to find and pitch investors. But in a wild plot twist, I had the great privilege to learn about both first-hand during my 20s in a journey that has led me to create my own early-stage venture fund called?Trust Fund.

But before Trust Fund, I was a solo angel investor, which has allowed me to meet, guide, and advise some really incredible founders creating really cool businesses. That experience in and of itself has given me greater personal ROI (return on investment) than I could have imagined. That return has been the satisfaction that comes with helping founders build from zero to one, hire their first employees, and chase dreams that change the world. The financial returns haven't been bad either.

Not to toot my own horn, but I will: I'm a pretty good investor. In fact, I'm so good at it that I've aptly named my new LLC "Picking Winners" (also what a great way to manifest those returns, right?). A few of those winners include?Liquid Death,?Blueland,?Ceremonia, and?Golde?— just to name a few.

My inbox is inundated with questions from founders and aspiring founders every day. Last week, I received a lovely email from Alexis J. asking how she, as a budding founder, could get in front of and attract investors at a tech summit.

Truthfully, there are millions of ways to grab the attention of a potential investor, but what actually matters once you get in front of them is the brass tacks of your startup. Here's what I personally look for:

The Plan.?If you're going to ask for money?and?you want me on your team, I need to know how you plan to spend and scale. KPIs, data, feedback — anything to show me where you've been and where you're going. Also, make sure this is in a tidy pitch deck that you're ready to send at a moment's notice.?Here?are some examples of presentations that startups have successfully used to find funding.

Experience.?It might be hypocritical given my own story, but I'm fairly risk-averse when it comes to investing. I really only give my money and time to those who have proven themselves whether entrepreneurially or as an intrapreneur at another startup. If they haven't, it's important that they have specific insights into the future of the industry they want to build in. Venture capital is best for companies that have the opportunity to scale a company to $100 million+, and not for everybody.

Passion.?Be so unbridled in your determination you make me afraid to not get in on the ground floor of this business. I want someone who's in it for the long haul and is ready to roll their sleeves up and get into the weeds. If you're looking to hire a ton of people on day one or to make a quick exit, I'm probably not the investor for you.

The Future.?Your business doesn't need to be the "next big thing" — I'm all about turning the wheel just a few degrees — but it should be working to make people's lives?better. Think: more accessibility, wealth creation, more connectivity and productivity, healthier and more sustainable.

If you're at an event, just walk up to people. In fact, I'm at one now and of the 400 women here, I know?one?of them. And I'm even a keynote speaker. It doesn't matter how long your career has been or how well-networked you are, you should always be putting yourself out there, staying uncomfortable, and learning from new people.?As a founder, and an investor, relationships are your currency and when you invest early, your efforts will yield higher returns in the long run.

— Sophia