Torsdag 24. april kommer Christina Westerweld Haug til Aggrator for å lede ESSE masterclassen “Finansier din virksomhet”, med temaet engleinvesteringer.
Ahead of the masterclass, we spoke with her to gain insight into how entrepreneurs can best prepare for investor meetings, what criteria investors look for, and how to ensure that investors add value beyond capital.
How can entrepreneurs prepare for investor meetings to maximize their chances of funding?
– Entrepreneurs should prepare thoroughly by having a clear and compelling business plan, including a detailed description of the product or service, the market potential, and a solid financial plan. The financial plan must show ambition, but not be completely unrealistic.
– It is also important to be able to point to concrete results and milestones that have already been achieved. Actual sales, collaboration with market players or positive statements from profiles within the profession or industry.
– The team is and is of essential importance. Show the dedication, experience and expertise the team possesses.
– Some investors want to see if the team is receptive to input. Listen to the investors, read the mood of the meeting, be receptive to input.
What should entrepreneurs focus on to stand out in an increasingly competitive market?
– To stand out, entrepreneurs should focus on presenting a unique value proposition, – demonstrate a deep understanding of the market and competitors, and show how their solution solves a significant problem in an innovative way.
– There should be a clear connection between the entrepreneurs' expertise/experience and the problem they seek to solve.
Many entrepreneurs find it difficult to assess how much ownership they should give up in the early stages. Do you have any advice on how to balance capital needs with long-term control of the company?
– This is a difficult question.
– Founders should generally retain more than 50% ownership until the product is on the market and has demonstrated market acceptance, but this can be difficult. It is important to have a conscious relationship with ownership stake, development in price per share and development of the company's total value.
– Too low a company price early on results in high dilution, while too high a price creates the risk that
the price per share at some point must be reduced. Keep an eye on similar companies and
their price development. Be clear about price expectations, but not too greedy. Steady
development has high value.
– Ideally, the price per share should constantly increase slightly.
What can entrepreneurs do to ensure that investors add value beyond capital?
– Good contact with shareholders is important, but often becomes a balancing item due to limited time. The best thing is to bring the desired expertise into the boardroom. Board members gain better knowledge of the company and ownership of its development.
– Promises of good investor relations that the company fails to deliver are negative. Have
some fixed points of information that are adhered to every time, rather than big promises
which fails. Quarterly investor letters and the possibility of a board seat are good measures.
– If you want investors to open doors, ask for help in specific situations. Then it is easier to fulfill the investors' demands.
How can a startup engage existing investors to increase the chances of a successful next funding round?
– To engage existing investors, entrepreneurs should keep them well informed about the company's progress and challenges. Regular updates and reports can help build trust and show that the company is on the right track.
– Ask for money for specific development steps and deliver on your promises. Good development in
The company is the best motivator for investors.
– The right investors who are aware of and expect new rounds of issuance, and have the opportunity to contribute several times, are essential. Investors do not like to be alone in saving the company, it is important to have more investors of this type to spread
the load.
Do you have any key criteria an early-stage startup must meet for you to consider investing?
– Key criteria for investing in an early-stage startup include:
– A unique product or service that solves a perceived problem for which there is a willingness to pay.
– Important in some industries, but not all: Protection of intellectual property, such as patents or exclusive rights.
– A strong and competent team with relevant experience.
– A large and growing market with potential for significant growth.
– The possibility of scaling and expansion.
– An industry that is growing and has good future prospects
About Christina Westerveld Haug
Christina is an angel investor, former health technology entrepreneur and chairwoman of Akershus Technology Fund. She has extensive experience with capital raising, exits and board work in start-up companies. In addition to her own investments, she runs a consultancy, Consulting West , where she assists companies with management, strategy and business development.
Would you like to meet and learn more from Christina? Register your interest for ESSE the masterclass 24.04 here .