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Susan L. Preston - Angel financing for entrepreneurs: early-stage funding for long-term success

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Angel Financing for Entrepreneurs will give you the information you need to understand how angel investors think, as well as how to identify investor expectations, understand the investment analysis process, and prepare for post-investment requirements. Written by Susan Preston, an experienced angel investor, worldwide speaker and consultant on angel financing, and former Kauffman Foundation Entrepreneur-in-Residence, this hands-on resource, explains the factors that determine how private equity investors spend their money and what they expect from entrepreneurs. For example:


  • Most venture capitalists do not invest in seed or start-up financing rounds
  • Investors typically require seasoned management, with successful start-up experience
  • Investors are looking for entrepreneurs with passion for their ideas and the willingness to take and apply sound advice
  • Business plans must be well-written with detailed financial projections that...

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Table of Contents MORE PRAISE FOR ANGEL FINANCING FOR ENTREPRENEURS Angels - photo 1
Table of Contents

MORE PRAISE FORANGEL FINANCING FOR ENTREPRENEURS
Angels are, by far, the most important source of funding for startups in the U.S. Angel Financing for Entrepreneurs provides the best insights on how to effectively access this critical but elusive pool of capital. Written by a consummate professional and longtime insider, Susan Preston, the book contains all of the details you need to know to attract the best angel funding for you.
Jennifer McFarlane, CEO, Womens Technology Cluster

Through its remarkably clear and well-structured explanations, this unique book definitively explains the world of angel investors and their expectations to entrepreneurs and policy makers. An effective angel-entrepreneur relationship brings the greatest value to innovation at its earliest stage of development: how to get it right is the fundamental thesis of this must-read for us all.
Tom Sweeney, general partner and managing director, Garage Technology Ventures Canada

Not only an insightful guide for anyone who is looking to invest at the early stage of a company, the book is also a road map for entrepreneurs considering an approach to the private equity markets. Susan Preston relies on her unique experience and credibility when it comes to advising investors and entrepreneurs.
Lee Cheatham, executive director, Washington Technology Center

Susan Preston takes her extensive background and experience in private equity financing and gives the reader, entrepreneur, and investor a practical, thorough, and understandable approach to angel financing.
Randy Williams, founder and CEO, the Keiretsu Forum

Many entrepreneurs underestimate the challenge relative to accessing capital. Angel Financing for Entrepreneurs provides an excellent understanding of the steps required and is a must-read for entrepreneurs to become students of the capital process and to approach the angel market with credibility.
Tom Walker, CEO and executive vice president, i2E, Inc.

Angel Financing for Entrepreneurs is a comprehensive collection of the latest information on angel investors and a valuable source for entrepreneurs seeking angel capital. It provides entrepreneurs with information they should know about angels before they begin their search for angel capital.
Jeffrey E. Sohl, PhD, professor of Entrepreneurship and Decision Sciences; director, Center for Venture Research, Whittemore School of Business and Economics, University of New Hampshire
Foreword There are many business books out on the market that give great tips - photo 2
Foreword
There are many business books out on the market that give great tips on building your business. Books can be great tools, but they dont match up to the most important tools in your toolboxpeople. People are what really help your business move aheadsuccessful, wellconnected people who are willing to share their expertise, their capital, and their connections with you.
Susan Preston is an entrepreneurs most valuable tool. Through her books and her speaking engagements, she willingly shares her expertise and connections with companies seeking capital, with policymakers seeking to attract capital, and with national organizations looking to build an industry.
Angel investors know how to build successful businesses. Susan has firsthand experience as a talented entrepreneur and as a founder and participant in an active Seattle-based angel network. As an attorney with one of the West Coasts leading law firms, she has helped countless companies reach their full potential. In this book, she opens the window to the inner circle, so we can see into the mysterious world of what investors are thinkingand what we need to do to get access to their capital and their connections.

Honorable Lorrie Keating Heinemann
Cabinet Secretary under Governor Jim Doyle
Wisconsin Department of Financial Institutions
Madison, Wisconsin
September, 2006
To my remarkable children, Michael and Kelsey:

If I have given you one characteristic, it is my passion for life that drives one to seek out lifes adventures, big or small.

Always strive to step out of your comfort zone, set high expectations for yourselves, make mistakes, and get messy: some of lifes greatest rewards and memories are those experienced on the edge.

I love you.
CHAPTER ONE
Introduction
The greatest challenge for entrepreneurs in starting and growing a company remains simply money. Though easy to state, financing your venture is a time-consuming, complicated, inefficient, and frustrating process. Entrepreneurs have often compared it to Winston Churchills line, A riddle inside a mystery wrapped in an enigma. This book attempts to provide you with information, guidelines, and resources to take the mystery out of the process. Dont be fooled, however. Raising capital is hard work and you must be well-prepared for every opportunity to pitch your company, either planned or unplanned. Remember the age-old adage: You can only make a good first impression once. It is infinitely true in raising capital.
Traditional funding sourcesangels, venture capitalists, commercial bankshave a plethora of investment and funding opportunities. Your ability or inability to clearly and succinctly communicate your market focus and financial projections can make the difference between bringing your dream to life and shelving your brilliant idea. Therefore, preparation is key. This book will help you understand how angel investors think, how to identify their expectations, understand their investment analysis process, and prepare for post-investment requirements.
Just as no two people are alike, no two angels or angel groups will have the same hot buttons or demands. Through this book, you will gain a broad understanding of angels and angel investing. Be mindful that angel investors have varying degrees of sophistication and experience. The book will prepare you to deal with the most knowledgeable angels. Even with experienced angels, preferences on investment terms, depth of due diligence, and post-investment involvement will vary. Therefore, you will learn about multiple scenarios to minimize surprises you may encounter in your dealings with angel investors.
You can use this book as a reference guide for understanding and preparing yourself and your company for the mysteries of angel fundraising. If there is only one message you take away, it must be this: passionevery successful entrepreneur has passion. Investors look for passion in entrepreneurs; the willingness to take risks with life savings, to work nights and weekends, to see their idea become reality. It has to be more than excitement. So never lose the passion for your company, and show it each time you speak about your dream.
You also need to understand that professional angel investors are interested in companies with great growth potential; companies with a large market potential and a strong path to profitability. They do not invest in lifestyle companies, small retail operations, or other companies that, while profitable, lack room to expand. In addition, angel investors are interested in companies where the founder has a desire to grow the company. For example, if the entrepreneur only wanted funding for a chain of three boutiques, angel investors would probably yawn and look elsewhere. However, if the entrepreneur wanted funding for a chain that would start with three boutiques and then expand nationally over ten years, angel investors would be likely to take a real interest. Professional angel investors look for entrepreneurs with the drive and capability to build a great company. Angels are looking for strong exit opportunities to realize significant gains on their investment. These are important factors to keep in mind when you think about the possibility of pursuing angel financing for your company.
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