Angel investing: 6 ways startups can make the most of business angels


From pitching to investment and diversity, here’s some expert advice and resources for startups.

Tips and guidance from recent content created by Eagle Labs, with links to the original articles and videos if you want to learn more.

Keep pitching to angels

There has been a lot of pitching activity in the last few months as lockdown has meant that it is easier to arrange virtual events. Deals have been slower to happen as it’s hard for angels to assess value and get to know startups – but founders should still get out there and look for investment.

Peter Cowley, an experienced angel and entrepreneur shares more advice in a short video.

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Make your pitch short

If you’re pitching to an angel investor, keep it short and sweet. One way to build interest is to leave a bit of mystery around your startup, which in turn gives the potential angel an opportunity to get curious and ask questions. Nobody likes a lecture.

Learn more from Mark Dowds, Managing Director at Anthemis, a serial investor with more than 20 years’ experience in building early stage companies.

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Think of angels as long-term investors

Research suggests that only 1% of angel investors expect to hold their investment for less than two years. Almost 60% expect a 3-5 year investment and a fifth of angels assume they will hold their equity for more than seven years.

Discover further insight into how angel investors operate, plus expert views on current investment activity.

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Look beyond the Southeast to find angel investment

In angel investment, there’s a well-known ‘golden triangle’ between London, Oxford and Cambridge with a high concentration of funds and investors. Yet investment opportunity outside that area is strong, and founders could benefit from a smaller pool of competition.

Steve Holt, Director of Angels Invest Wales, has advice for founders seeking angel investment beyond the Southeast.

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Have high expectations of angels

Angel investors are not just there for access to funding. The relationship between a founder and an angel investor can be an extremely important and close one, and sometimes an angel investor can also become a trusted advisor.

Find out more about what founders should look for in an angel investor from Rhona Campbell, founder and director of Rhona Campbell and Associates and board member of Investing Women, Scotland’s only all-female business angel group.

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Seize the opportunity to boost diversity

Covid-19 has shaken up the startup world, along with everything else. This disruption, and the government support that has followed, could create the chance to level up opportunities and funding across race, gender and geography in the UK.

Leading industry experts consider what needs to be done by government, angel investors and others to make the startup system more diverse.

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