Angels are usually motivated by more than one of the key angel investor motivations – but understanding their key driver is critical both before and after they become your angel investor. By understanding this – you can align their interests and yours and negotiate the best deal for you, your business and your investors. Finding an angel predominantly motivated by financial return is neither a positive or a negative – but by identifying that financial return is a key motivator is critical so you know what information to emphasis during and after the negotiation. A good rule of thumb with ALL investors is communicate clearly and honestly about your business (even the problems and challenges – actually especially the problems and the challenges….), now you understand their primary motivation, keep that in mind during all interactions and focus on driving your business forward making sure you achieve the milestones you set and agreed with the angel when you established your relationship.
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