All this adds up to everyone saying ‘maybe if X’ instead of ‘no’ to your investment proposition. Don’t be fooled, people will say whatever it takes to get rid of you without you crying in their foyer. The ‘X’ they suggest is as likely to be the first of 100 flaws they have seen as it is the one killer thing you need to fix. If anyone does have the candour to tell you ‘no’ to your face do them the decency of thanking them - they’ve done you a favour which should buy them the option to invest later, but will probably have put them out of the running (which is why they generally don’t do it)!

1 ) Talk to people who have made money in the area/industry you are targeting

2 ) Listen and learn and be prepared to change quickly (before you have talked to everyone)

3 ) Pay attention to what people didn’t like versus the things you explained badly

4 ) You are presenting yourself more than your business plan, team-up if you are not backable

5 ) Concentrate on people who actively invest and know what they are doing

6 ) People are much happier to follow than lead, concentrate on getting a lead investor first

7 ) Ask everyone who is ‘not ready’ to invest to introduce you to someone else

8 ) Everyone has the right to be lazy, don’t make people think or read to find the value

9 ) People know what you are after, but like dating, be subtle - ask to meet for a chat over coffee

10 ) Don’t be afraid to ask how much people would consider investing

11 ) ‘Competition’ does not mean ‘the same as’. Everyone has competition

12 ) Demonstrate you understand the companies and start-ups in ‘your space’

13 ) You don’t have an answer for everything - take some questions away

14 ) Don’t expect anyone to invest until you have shown real commitment first

I’ll continue to add to this list, please comment below if you’ve got advice to share.