04. Find the right investor

Zero to Term Sheet — Investor Types

Before you approach anyone for money, you need to know who you're talking to and what they actually want.

This guide breaks down every type of investor a consumer brand founder is likely to encounter - from friends and family through to VC. Who they are, what cheque sizes to expect, how to approach them, and what they care about beyond the price of the deal.

It also covers what to watch out for - loans with personal guarantees, brokers charging retainers, cold emails from fake funds.

What's inside:

• Your fundraising landscape - when each investor type is relevant
• Your first investors
• Other sources of capital and when to use them
• Watch-outs - what to avoid and how to engage with investment support advisors

This is for you if you're about to start approaching investors and aren't sure where to start, or finding that your current approaches aren't landing.

This is not for you if you already know your investor landscape inside out.