What to look for in an Angel

Angel investors have the most sexy name in the industry. They provide startups with money when nobody else does.
Some aren’t actually angels,
but that is another story…

Many people ask me if I would like to invest in their startup.
Time for some reflections on what to look for in angel investors.

 1. The most important thing you want from angels.

When people talk about angels, they often talk about subjects like
value ad, network, perspective, input and so on.
But in reality, you could get that from mentors as well.
When you pitch angels, of course you tell them how
much you value having them on board,
but in the end, don‘t kid me and don‘t kid yourself:
You want the money to start building your business.
And you don’t want to court them forever, because
your time is better spent in building your business.

So you need money. 

2. The second most important thing.


Every business that I have been involved in has been a roller coaster.
Fantastic ups, threatening downs.
Key people leaving, competitors walking in,
numbers not growing as quickly as you want them to.

You want an Angel to be relaxed.
Someone who has given you their 30k from
their savings account is not relaxed.

The third thing you want

You don’t want much of their time.
Some of the best angels I have are really hard to reach,
will listen only for a limited period of time but help tremendously.
The worst angels are people with time on their hands.
Giving lots of unsolicited suggestions.
At worst: looking for a job in your company.

You want their experience.
You want them to be experienced either as angels or as entrepreneurs.
So they know when not to bother.
More importantly, they should know when and how
to give you the essential messages you would otherwise not listen to.
So they can look at the business with the outside view and give you the two or three hints that you need to go into the right direction.
So they pull some weight with you when they see something coming that you don‘t.
That they do have something to say in the rare cases when you need advice. I have received some great input from the experienced guys.

A word of caution.

Not all angels are angels. Some people are actually sharks.
You will see that in their business terms.

The people who blog or twitter constantly about themselves in the world:
For me, they have not done much. The really good angels I met are often
very restrictive with what they say in public.

The people who boast beforehand about how much they would do for us?
never heard again from them afterwards.

Give back

I like to keep all my angels for the long term:
I have always found that it pays well to keep them informed,
albeit I still don‘t do this enough.

Try not to surprise them; if there is some rough terrain ahead,
I shout early as they are along for the ride.
It is also a good idea to help them make money.

As you may have gathered,
I don‘t consider myself a great angel investor.
In fact I invest very rarely and cautiously.
I do have to earn a living and hence
I‘m not relaxed enough to trust other people with my money.