The document outlines what investors look for when evaluating potential investments. Investors prioritize a strong business plan, core team, secured intellectual property, clear monetization model, proprietary technology, distribution channels, scalability, board involvement, and growth potential. They seek quality opportunities with a proven concept, market validation, competitive advantages, and a team with relevant experience that can execute effectively. Investors avoid high-risk proposals and prefer validated ideas that demonstrate mitigated risk and a clear path to profitability and returns.

1. What Investors Look For
Rose Lewis- Pembridge Partners LLP
rose.lewis@pembridge.net

2. What Do We Look For?
BUSINESS CORE SECURED
CASHFLOW BOARD
PLAN TEAM IP
QUALITY PROPRIETARY MONETIZATION
DISTRIBUTION MODEL
USP SCALABILITY
INVESTORS
STRONG RATCHETS TO GROWTH BOARD
CONTROL INCENTIVISE
RETURNS MARKET ROLE

3. •Lets make it easier
for you

4. Ideas are commodities
• Its all about execution
– Team
– Strategy
– 100 day plan
• Don’t be stuck on an idea
– Have you thought through the rest of the
idea
– Means you will want to be 1st to market!!

5. Customers are king
• Clear targeted products/services that solve
real pain
• Real validation of your market is vital

6. Find your competition
• Not just companies
• Consumer behaviour
– Inertia
– Habit
– Other products

7. Team Team Team
• Investors do not fund business plans or
great ideas
• Ability to execute
• Sector experience

8. “I need £1m to start with ”
• Sure way to dilution – now and in the
future
• Start with smaller amounts and use the
cash to further validate your proposition
• Increases your valuation each time by
setting clear inflection points

9. Investors are not risk takers
• The higher the risk – the higher the % you
will have to give away
• Your job is to prove you have mitigated the
risk

10. Other things we don’t want to
hear
• I have a killer product – the customer will
come
• We will reach our customer by viral
marketing
• I will use partners to sell my product

11. Knowing when yes means no
• VC’s will put you off rather than saying
they don’t want to invest

12. Adhere to the fundamentals
• Validate the market
• Assemble a great team
• Develop a profitable business model
• Execute as perfectly as possible

13. Keep it simple – tell them what
they want to know and no more!
– What’s the Opportunity
– Team
– Product/Market
– Traction
– How much money
– Exit