QUWA

Transform Your Pitch: How to Find and Attract Investors for Your Business

Trying to find love in a city of eight million people!

I remember the moment I realized I needed an investor. I was standing in front of a mirror, rehearsing the pitch for the 20th time, the words sounding less like a confident entrepreneur and more like a child trying to convince their parents to buy a puppy. Every time I opened my mouth, the voice in my head whispered, “You’re about to blow it.” And in many ways, I did. I didn’t blow it because I lacked a solid business plan or because my idea wasn’t good enough. I blew it because I lacked something far more important—a way to communicate my passion and potential effectively.

This article isn’t just about finding investors. It’s about understanding how to find business investors who genuinely align with your vision and values, and the inner journey we take as entrepreneurs—the mental acrobatics required to shift from someone who has a great idea to someone who can sell that idea. It’s about transforming your pitch into something irresistible, not just with facts and figures, but with an energy that hooks an investor from the first word. But before I get to how I overcame that challenge and built Quwa, let’s start at the beginning—because finding business investors is a bit like trying to find love in a city of eight million people!

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How to find business investors?

There I was, like so many first-time entrepreneurs, clutching my business plan like a security blanket, wondering, ‘Where on Earth do I start?’ Every first-time entrepreneur faces the daunting question of how to find business investors willing to back their dreams. Investors don’t grow on trees, and they certainly don’t walk around with signs that say, ‘I’m rich and love funding businesses.’ I had to dive into the world of networking, research, and, most terrifyingly, cold outreach.

For the uninitiated, finding business investors feels like trying to find a unicorn. There are plenty of options: angel investors, venture capitalists, private equity firms, crowdfunding platforms. But before you even reach out to them, you need to answer one important question—what do you want in an investor? It’s not just about money. It’s about finding someone who believes in your vision, who sees the potential for your business to change the world (or at least make a pretty good dent in it).

And so, I ventured out into the wild world of investor hunting, hitting up networking events, searching online platforms like AngelList, and awkwardly inserting myself into conversations with anyone who looked vaguely wealthy.

But here’s the thing: no matter where you find them, business investors are looking for the same thing—a founder who can clearly, confidently, and compellingly communicate the value of their business.

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Where to find investors for a startup?

In the early days, I thought the hardest part would be finding business investors. I quickly learned that knowing how to find business investors who understand your unique goals is essential. As it turns out, they were everywhere: in co-working spaces, at pitch competitions, even in your social circles (that one person from college who’s now running a venture fund—turns out, you should have stayed in touch). Startups are in luck these days because we live in a world with more opportunities to connect than ever before.

 

Platforms like AngelList, LinkedIn, and Gust make finding investors easier than ever. But finding business investors isn’t enough. Knowing where to look is the first step. The second step is making sure you have something worth showing when they finally agree to meet.

 

I remember one night, after spending hours on AngelList, I found an investor who seemed perfect. I crafted the perfect email, polished my pitch deck until it sparkled, and hit send. Then I sat there, in silent horror, realizing I had forgotten to attach the pitch deck. This, I thought, was a sign of things to come.

But before I even got to that point, I had to make sure my pitch was bulletproof.

How to get a private investor?

Ah, private investors. These are the mythical creatures you hear about in entrepreneur circles—people who have enough personal wealth to throw money into risky ventures simply because they believe in the people behind them. But here’s the trick: they want to believe in you.

Learning how to find business investors means understanding that it’s not just about your business plan; it’s about your ability to convince them that you can take their money and make it grow. I learned this the hard way when I met my first private investor. It was a small event, no more than 20 people, and I was introduced to him by a mutual acquaintance. The first thing he asked me, before I could even hand him my business card, was, “Why should I care?”

That question stumped me. Why should he care? In that moment, I realized I didn’t know how to communicate the value of my business. I was so focused on the technicalities, the projections, the market potential, that I forgot the most important part—the story. Investors don’t invest in businesses. They invest in people.

It took me weeks to craft a narrative that would answer that question. It wasn’t just about showing him how my idea would make money; it was about showing him how I, personally, was the right person to execute this idea. Confidence is not a switch you flip—it’s built through preparation, understanding your audience, and, sometimes, failing miserably.

 

How do I contact investors?

After refining my pitch, I moved on to the next seemingly insurmountable task: contacting investors. Reaching out to investors is a lot like sending a message in a bottle. You pour your heart into crafting the perfect message, but there’s no guarantee it’ll ever be found, let alone answered.

I learned that a cold email is only as good as its subject line. Most investors receive hundreds, if not thousands, of pitches a month. The key is to stand out—and that doesn’t mean using flashy language or gimmicks. It means being authentic, clear, and direct.

My first successful outreach happened after dozens of ignored emails. I had to rethink my approach. Instead of launching into why my business was the next big thing, I started by explaining why they, specifically, were the right investor for me. People love to feel special, and investors are no different. This, in turn, made it easier for me to find business investors who aligned with my goals.

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What is a fair percentage for an investor?

Now comes the tricky part: figuring out how much of your business to give away. There’s no magic formula, but it’s important to understand what your business is worth—and more importantly, what it could be worth with the right investor on board.
When negotiating equity, I quickly realized that it wasn’t just about percentages. It was about value. What was the investor bringing to the table? Money, yes, but also connections, experience, and mentorship. I learned that it’s worth giving up a little more equity if the investor is going to help your business grow beyond your wildest dreams.

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How do I pay an investor for my business?

Once you’ve secured funding, the relationship with your investor begins. And like all relationships, it’s a delicate balance. Investors want to see returns, but they also want to see growth. There are different ways to pay an investor—through dividends, equity buybacks, or an exit when the company is sold or goes public.

In my case, it wasn’t just about paying the investor—it was about building a relationship that would help my business thrive. I realized that by keeping the investor involved and informed, I wasn’t just ensuring a return on their investment; I was building a long-term partnership that would benefit both of us.

Overcoming the final barrier

your own confidence!

Final thoughts: the transformation

In the end, learning how to find business investors isn’t just about numbers—it’s about confidence. It’s about believing in yourself and your business enough to ask for what you deserve. My journey wasn’t easy, but it was worth it. And if there’s one thing I’ve learned, it’s this: you can’t sell your vision to others until you believe in it yourself.

So if you’re ready to take the next step, to overcome your fears and transform your pitch, I invite you to join us at Quwa. Together, we’ll help you find the confidence you need to turn your dreams into reality.

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