How to find potential investors to pitch to – Rewrite

TL;DR

• To learn how to find investors, start by defining how much you need and what stage your business is at, then match that to the right investor type.
• The main sources are angel investors, venture capital firms, angel networks, crowdfunding platforms, accelerators and your own personal and professional network.
• Research each investor’s focus before you approach them, so you only pitch people who back businesses like yours.
• A clear financial forecast and business plan make you far easier to say yes to.

If you want to know how to find investors, the short answer is this: work out how much funding you need and what stage you are at, then target the investor types that match, research them properly, and approach them with a business plan and financial forecast that show the return on their money. This guide walks through where investors are, how to find the right ones and how to be ready before you reach out.

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Understand what you need before you find investors

Before you go looking, get clear on the basics. Investors ask the same three questions early: how much do you want, what will you spend it on, and what do they get back? Vague answers cost you credibility.

How much money are you raising?

The amount you need shapes who you should even talk to. A few thousand pounds to test an idea is very different from a seven-figure growth round. Build a clear picture of your funding requirement from real numbers rather than a round guess. In Brixx you can model your costs and revenue over a plan length of up to 10 years and see exactly how much runway a given investment buys you.

What stage is your business at?

Different investors back different stages. Pre-seed and seed investors fund early ideas and prototypes. Series A and later investors want traction and revenue. Knowing your stage stops you wasting time on a mismatch, and it tells you which pitch narrative to lead with.

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Where to find investors: the main sources

There is no single place investors live. They cluster in a handful of channels, and each suits a different kind of business.

Angel investors

An angel investor is an individual who invests their own money into early-stage businesses, usually in exchange for equity (a share of ownership). Angels often bring industry experience and contacts as well as cash. They tend to move faster than institutions and are a common first port of call for startups.

Angel networks and syndicates

Angel networks group individual investors together so they can pool money and share due diligence. Applying to a network can put your business in front of many potential backers at once. You usually pitch to the group, then interested members decide individually.

Venture capital firms

Venture capital (VC) firms invest pooled money from other institutions and individuals into businesses with high growth potential. They write larger cheques than most angels but expect strong evidence of scale. VCs are worth targeting once you have traction and a market big enough to justify the returns they need.

Crowdfunding platforms

Equity crowdfunding lets many people invest small amounts online in return for a stake. It works well for consumer products with a community behind them, and a successful campaign doubles as marketing. It does mean managing a large number of small shareholders, so weigh that up.

Accelerators and incubators

Accelerators offer funding, mentoring and connections in exchange for equity, usually over a fixed programme. They are strong if you want structure and introductions as much as money, and many end with a demo day where you pitch to a room of investors.

Your own network

Do not overlook the people around you. Former colleagues, suppliers, customers and mentors either invest themselves or introduce you to someone who will. A warm introduction beats a cold email almost every time.

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How to research and shortlist investors

Finding names is easy. Finding the right names is the work that pays off. Aim for a focused shortlist of investors who genuinely fit your business.

Match investors to your sector and stage

Look at what an investor has already backed. Check their portfolio, cheque size and preferred stage. If they only fund enterprise software and you sell coffee, move on. The same discipline you apply when researching your target market applies here: understand who you are approaching before you spend effort on them.

Find shared connections

Once you have a shortlist, look for a route in. Shared contacts, event appearances and content they have published all give you a natural, relevant reason to make contact. Investors receive a flood of cold pitches, so anything that shows you have done your homework helps you stand out.

Keep track of your outreach

Fundraising is a numbers game with a long tail. Keep a simple record of who you have contacted, when, and what they said, so you follow up at the right time and never lose a promising lead.

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Be ready before you approach investors

Getting a meeting is only half the job. Investors decide quickly whether your numbers hold up, so prepare before you make contact.

Prepare your pitch deck

A pitch deck is a short presentation that summarises your business, market, model and financials for investors. Keep it tight and lead with the story. Our investor pitch deck guide and template covers the structure in depth, and you can start quickly from a free investment pitch deck template. When you build the numbers, our advice on financial pitch deck slides that attract investors shows what to include.

Get your financials right

Investors want to see a cash flow forecast, a profit and loss statement and a balance sheet that stand up to questions. Brixx produces all of these automatically from your plan, with no spreadsheets, so you can test scenarios and answer “what if” questions on the spot. Sound pricing underpins all of it, so review your pricing strategy before you present.

Avoid the common mistakes

Small errors sink good businesses. Overlong decks, missing numbers and unrealistic projections all cost you credibility. Read our roundup of pitch deck mistakes to avoid and our pitch deck tips to get investor ready before your first meeting.

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Frequently asked questions

How do I find investors for a small business?

Start with angel investors, angel networks and your own contacts, as these are the most accessible sources for smaller amounts. Define how much you need, research who backs businesses like yours, and approach them with a clear plan and forecast.

What do investors want to see before they invest?

Investors want a clear business plan, a credible financial forecast covering cash flow, profit and loss and the balance sheet, evidence of a real market, and a realistic view of the return on their money.

How long does it take to raise investment?

It varies, but fundraising commonly takes several months from first contact to funds in the bank. Treat it as an ongoing process, keep a pipeline of investors and follow up consistently.