This is an article from business angel Nicolaj Højer Nielsen.
One of the questions I get all the time is how angels really make investment decisions. It is not what we write on LinkedIn (which is all BS), but how we actually do it.
Here is the very simplified answer:
1. Ticket Size. Angels have limited pockets. Of course, there are huge differences between individual angels and different ecosystems. But looking at the hundreds of angels I personally know in Northern Europe, I would say that 80% of their tickets are in the €20k to €50k range. For example, in a case I invested in last week (not public yet), five angels put together a pre-seed round of €250k.
2. Collaboration. Due to both limited funds and know-how, we love to work together. In 99% of cases, we are not competitors; we prefer to invest as a group. If you are looking for €250k, the most viable strategy is not to try to get it all from one person. Instead, secure a commitment of €50k from one, and then ask: “Please introduce me to angels in your network.” Your hit rate from such introductions will be 20x higher than reaching out cold.
3. Informal and Formal Networks. The above happens in both informal and formal networks. If you want to approach a formal angel network in your region, try to get a lead angel committed before formally approaching the network manager. These networks are full of cases that never get funding because they don’t have a member to de facto vouch for the case to other members.
4. Search Local!. 90% of all cases we invest in are local! We want to be close enough to assist, but more importantly, it is the only way we can truly evaluate you. When you approach angels, there is limited hard data (like revenue), so it is basically a bet on you as a person. If you are from Scandinavia, there is a good chance I have five trusted contacts who also know you, whom I can use for detailed due diligence. But if you are from Belgium, I can’t.
In general, don’t waste time chasing international angels unless:
- A. You know them already.
- B They are industry experts in your specific niche.
- C. They are being referred to you by other angels who want to invest.
5. “Non-VC” Cases. Angels also invest in cases that are not typical VC cases, often where the risk/reward does not satisfy the high demands of a venture fund. Of course, this comes with a flip side: if your company does not have the potential to become a billion dollar company, the valuation is naturally much lower. Many startups don’t understand that.
6. Not Ideas. Angels generally don’t invest in ideas (unless they know you already and are essentially investing in you). Don’t waste your leads by contacting angels with a slideshow of what you will do; get some traction first. Requirements vary by industry (for example, deep tech vs. e-commerce), but you need to show the ability and commitment to cover the first leg of the journey on your own.
Do the above, and you will increase your chance tenfold of actually securing an angel investment.
