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Serial Entrepreneur and Go BIG
Founder Wil Schroter's Blog!
3 Really Good Questions to ask an Investor
Author: Wil Schroter
Tuesday, August 28, 2007

Entrepreneurs are used to getting grilled by investors about their startup ideas.  So much so, that they rarely seem to ask any questions themselves.

Yet if you really started asking some hard questions, you may be surprised at how lame some of the answers you get are.

Here are three that may have you wondering whether or not the guy across the table knows what he's talking about:

1.  How many exits have you had?

Investors, particularly venture capital investors, are all about the "exit" or sale of a company.  While building a company that lasts and throws off cash is useful to the Founder, the partners in a venture firm only get paid when the company sells.

So the question is - how many times have you been successful as an investor?

Believe it or not, many investors will start to sidestep this issue because frankly, it's hard to be successful as an investor.  Don't let them off the hook.

Keep drilling down about their successful investments.  When did they invest?  How were they involved?  Did the existing management change?  How much did they take off the table when it was sold?

Investors often let entrepreneurs assume that if they make investments, they must be good at it.  They may be, or they may not be.  Make them prove it to you.  The good ones have no problem with this question.

I remember when I was pitching to Sequoia Capital for Swapalease.com, they had the "tombstones" of every company they had taken public in their lobby - Google, Electronic Arts, PayPal, etc.  I think that pretty much spoke for itself!

2.  Where have you been successful?

This is a two-part question.  It's not just about whether or not the investor has been successful in their career (do not assume they have) but whether or not they have been successful at what you're doing.

Back to the Swapalease example.  When I pitched all the partners at Sequoia, you could tell they knew the business of Web companies backward and forward.  They asked all the right questions.  Other VC's (I won't name any) kept asking really inane questions about how an Internet company works.

The difference is not only the quality of the firm, but how well they understand your industry or business. 

If they are asking fundamental questions like "how does search engine marketing work?" while you're pitching your Web company, you're probably in the wrong place.  If they are asking "what is your Cost Per Acquisition for paying customers across the different search engines" then you're probably closer to the right fit.

Your ideal investor has been successful in a business just like yours.  Not surprisingly, most investors invest in businesses that they have made money in previously, since they understand the path to success. 

3.  What do you bring to the table?

Let's assume all investors bring money to the table, so that's a given.  What really separates investors is what they bring with it.

A good investor has very obvious connections to customers, partners and media outlets.  They will tell you exactly where they are connected.  A crappy investor will give you general answers like "we are very connected" yet won't tell you exactly who they are connected to and how.

I'm not suggesting asking for a copy of the firms' contact list, but it's fair to ask what companies they are sitting on the boards of, have invested in, and have an ongoing relationship with. 

What you'll often find is that most investors don't have much more than cash.  In most cases you're so worried about just getting a check that you don't even think about these questions.  But it doesn't hurt to ask.

It proves to investors that you are sizing them up as much as they are you.  It's also a good indication that you are as serious about finding a solid partner as they are.

Don't be afraid to shake the investors up a bit.  It keeps them honest... sort of.




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Comments About this story
Another good article Wil! I think this should be combined with the chapter in your book about raising capital should be the last part of the deal. Yes, I've been reading it sincerely and as a matter of fact I just updated my site to reflect our #1 status in the flash movie making niche today.. lol ;)

Anyway, If I may add my own two cents to this, then there is a website called thefunded.com that has some useful tips and reviews about the venture capitalist you're going to be dealing with. I know you can't take every word you read there but nonetheless it may reveal some skeletons that may be good to know beforehand (which of course you must independently verify by doing your own research).
Posted by: san 8/28/2007 at 12:58 PM

Why ask them anything?
I'm writing a book: Sharks in Angels Clothing!
VCs as well as so-called Angel Investors are not about assessing your plan, or your ability to execute. They are merely pretending they're interested in investing, as they begin calculating how much it will cost them to take control of your Ideas and / or your Company!!!
I think we are here on this Earth to learn how to advance our spirits. Although during this process and with these crucial lessons of Life, it seems so unfair and often causes us deep anxiety and depression, as we enrich our Souls. Learning is everywhere and in every situation with open eyes. Learning is not better or more meaningful if it is painful or requires more effort. Do you need a quadruple bypass to change your eating habits or can you begin eating healthier foods and exercising right now without all the pain? Most of us do need a serious wakeup call. Must you give your business away, to finally learn how to fund your business? These messages and lessons just seem to get louder and harsher until we finally get it. If you learn immediately (and that means apply the knowledge), there is no reason to increase the pain and agony. If you continue making the same mistakes…. Do not expect a different result!
What no one will ever tell you is…they're ways of launching your Business, without ever having to talk to a single Investor!

Thanks...Feel much better now!

Tony
Posted by: D. Anthony B. 8/29/2007 at 7:44 AM

Tony,

I could not agree more. There's so much to read so much out there about how there's money and willing investors, and with the right business plan and team you can live your dream. Unfortunately this tried-and-true marketing technique works very, very well. People assume that Angel Investors and VCs really want to help but they are sharks. You should add a chapter to your book: The business of false hope and free money.

Will,

There should be a 0th question, one that is asked before anyone ever talks to a VC or Angel and that is: Where do they play golf? You see most of the people that get funded are either introduced by a friend or know the investors. Statistically the number of people that get funded by the business plan and the pitch alone is very low.


Posted by: Scott Preston 8/29/2007 at 3:53 PM

Thanks,

might help us a lot. I read somewhere else, it might be a good idea to always get prepared, when they are asking HOW are you going to do that or HOW will you solve this.

There are so many things you have to get prepared. Well, let's see, if we are going to do some mistakes. I guess we will with the first interviews.

bye
Tysiam


Posted by: Peter 9/6/2007 at 8:42 AM



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