What Investors Look for in Startups & Founders

Launching a startup is always an exciting adventure, but securing funding from investors is often crucial for turning your vision into a reality. Attracting investors requires more than having a compelling product idea or a well-written business plan. 

So what exactly do investors look out for in startups and founders when they intend to invest? 

The answer to this question sometimes feels like a mystery especially when you are looking to raise some funds. 

In this blog post, we'll explore some of the most important things that investors look for in founders and startups. By understanding these key factors, you can better position yourself and your startup to attract the investment you need to thrive. 

Let's dive in!

 Key Factors Investors Look For In Startups & Founders

1. Your Passion and Vision

Investors are always on the lookout for founders/co-founders who:

  • have a clear vision for the future, and 
  • are passionate about solving real-life problems for their intended customers. 

You need to constantly show that you genuinely believe in your startup's potential and can clearly articulate a compelling vision that resonates with investors. Your passion and enthusiasm can be contagious and this will inspire confidence in investors. 

2. Experience and Expertise

Investors look for founders with relevant experience and expertise in the industry or domain they are in. 

When you show a deep understanding of your industry, market, customers, and competition with some track record, previous successes, and industry knowledge, this increases the confidence that investors have in you and your startup.

This factor is also a great way to show that you will be able to navigate challenges along your startup journey and drive growth.

3. Scalability and Market Potential Of Your Idea

Investors want to make money, so they are always interested in startups that have the potential for significant growth and scalability. 

You need to prove that your business model can scale beyond the initial stages and that there is a sizable market opportunity. 

4. Your Unique Value Proposition

Your Unique Value Proposition is what differentiates you from your competitors. You need to clearly articulate what sets your product or service apart and how it is helping to solve customers’ pressing problems or fulfilling their unmet needs.

Your Investors will want to see a compelling reason why customers should choose your solution over existing alternatives.

5. Solid Business Model

A business model is a company's plan for making a profit. Like everyone else, investors are looking at making money from their investments, so a practical and sustainable business model is a key consideration for investors. 

You must be able to demonstrate that you have a clear understanding of your revenue streams, cost structure, and path to profitability. Articulating this lets your potential investors know that you have thought through your pricing strategy, customer acquisition costs, and long-term financial projections.

6. Your Traction and Milestones

If you are just starting out (early-stage startup), you may not have generated any significant revenue or a large customer base, but showing some traction and hitting milestones is important. Show evidence of progress, such as user engagement, partnerships, pre-orders, or successful pilot programs. 

Every investor wants to see that your startup is gaining some momentum, this is proof that you can execute your plans effectively.

7. Strong Team Culture

Of course, there cannot be a business without a team. Investors often look out for how strong and cohesive your team members are. 

They might also want to know the qualifications and complementary skills of your team members to ensure that the team is capable, adaptable, and able to execute the startup's vision. 

Show that you have a solid plan for team retention, expansion and talent acquisition as your startup grows.

Read up on defining culture for startups

8. Your Level Of Coachability and Openness to Feedback

Investors value founders who are open to feedback, receptive to advise, and willing to learn and adapt because most times they also serve as advisors. 

They don’t just want to drop their money and leave you to do whatever you want. You need to demonstrate that you are coachable and can respond positively to constructive criticism.

Investors also want to see that you have a growth mindset and are willing to surround yourself with mentors who can help guide your startup's trajectory.


Attracting investors to fund your startup requires more than just a great idea. They look for some key factors that increase their confidence in your ability to scale and grow your startup.

By focusing on these key factors, you can enhance your chances of securing the investment you need to propel your startup forward. 

Remember, building a successful startup is a sprint and not a race, and attracting the right investors is a crucial step along the way.

You can talk to us to help you accelerate your startup growth. Book a free discovery call with our growth expert here

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