Daniel Glazer and Robert Mollen and leading UK VC firm Notion Capital have teamed up on a blog to offer their perspectives on transatlantic VC investment and considerations for UK and other non-US companies looking to raise VC funding from US investors. Check out the full series here.
Non-US companies frequently ask us, “How can we meet US venture capital firms and get them to invest in our company?” This blog discusses how to connect with the US VCs that are most likely to be interested in your business.
Research your sector
A key starting point in reaching US VCs is to identify those who are most likely to be interested in you. These are also the VCs who are likely to be the most useful to you because they can bring critical sector-specific business judgement and networks as well as cash. So, how can you find them?
First, research the VCs in your sector. Identify the key firms (and the specific individuals of those firms) that have been active in making investments in your sector and at your stage of investment. Keep in mind that this may be a double-edged sword: if they have invested in businesses that are your direct competitors, they may be unable or unwilling to invest in you. That being said, the most successful connections we make are where the emerging company is asking us to knock for them at an open door.
Remember that the US is comprised of numerous different markets and VC communities. Silicon Valley has the largest and most mature venture capital market, but it is highly competitive and not necessarily the best place for every type of business to seek investment. Also, early-stage VC investors will want you to locate (often with a founder) in proximity to the investor; Silicon Valley is a very expensive place to do business, with fierce competition for talent.
Consequently, you should keep in mind the following regional alternatives:
Leverage your network
Next, seek advice from your existing investors, industry sources, professional advisers and other contacts who are knowledgeable about your sector. Some business sectors, like cybersecurity, are very specialised, with a limited number of key players; others are more diverse.
Attend conferences, conventions and other programs where those interested in your sector can be expected to attend. In many cases you will be able to see an attendees’ list from a prior year and determine whether the event has been of interest to investors. Many such events are very large, of course, and it is difficult to make contact with potential investors unless you have planned out, in advance, how you would propose to do so. If at all possible, pre-arrange meetings with investors whom you would like to meet, or obtain introductions from other attendees whom you know.
Take advantage of trade missions and other pitch opportunities that may provide introductions to interested investors. UK Trade & Investment, for example, takes regular trade missions of UK-based companies to the US (and elsewhere), typically with a specific sector focus. These missions are sometimes led by prominent members of the UK government, such as Boris Johnson, which can help attract media attention. Participation may provide opportunities to meet interested investors and to raise your profile so that investors are contacting you, rather than vice versa.
Recruit angel investors and non-executive and advisory board members who are well-connected in the markets/sectors on which you are focusing and are invested in helping your business succeed. These key connectors will not only help you attract investment – they may also provide invaluable connections to potential customers and partners, and their participation in your business may enhance your company’s credibility in the market.
In a related point, use your wider network to obtain introductions. Contacting investors on a “cold call” basis is always very difficult. Don’t hesitate to ask your professional advisers, mentors, accelerators, investors, board members, government contacts and others to introduce you.
Know your investors
Finally, diligence potential VC investors in the same way as you would expect them to diligence you, and understand the dynamics of the environment in which they operate. Key questions include:
You should view potential VC investors as partners in a marriage. Before you spend the time and effort in persuading them to invest, you should determine whether you actually want them to invest!
Meet WSGR and other business service providers, as well as a broad spectrum of funders and other entrepreneurs, at the Business Funding Show 2018, an all-day event on 22nd February at London’s East Wintergarden. Learn more and secure your early bird ticket at bfsexpo.com.