04 May What Investors Are Really Looking For in a Startup
Real-World Insights from the Minds Behind the Money
Everyone thinks it’s about the pitch deck. The flashy stats. The million-dollar projections. But the truth is—when real investors sit down to write a check, they’re looking for way more than numbers.
At The Fish Bowl Experience, we’ve seen behind the curtain. We know what gets a “we’ll be in touch,” and what gets a “let’s talk.”
So we asked our judges, mentors, and partners:
“What really makes you want to invest in a founder?”
Here’s what they said—along with how you can stand out in the room (even if your business is still growing).
👤 1. The Founder > The Idea
“We bet on the jockey, not the horse.”
The product matters. But YOU matter more.
Investors want to know:
- Are you resilient?
- Do you follow through?
- Can you lead a team?
- Will you still be here when it gets hard?
Tip: Share your personal story. Why you? Why this business? What have you already overcome to get here?
🎯 2. A Real Problem with a Real Market
“If you’re solving a real pain point, people will pay for it.”
Your idea has to do something. Save time. Save money. Reduce stress. Deliver joy.
And there has to be a clear group of people out there who:
- Know they have that problem
- Are actively looking for a solution
- Will pay for it
Tip: Show how many people experience this issue—and how your product/service uniquely solves it.
💸 3. Traction, Even If It’s Small
“We want to see movement—proof that people care.”
No one expects you to have millions in revenue out the gate. But investors love seeing:
- Pre-orders
- Testimonials
- Waitlists
- Pilot results
- Social proof
Tip: Highlight any wins—paid or unpaid—that show momentum and market interest.
📊 4. Understanding of the Numbers
“You don’t have to be an MBA. But you do need to know your stuff.”
At minimum, know:
- What it costs to make or deliver what you sell
- How much you make in profit (per sale)
- What you’ll use funding for
- How you plan to grow
Tip: Use visuals. Break down your numbers in simple terms: “We sell this for $50. It costs $20 to make. We net $30 per unit.”
🤝 5. Coachability
“A founder who thinks they know everything? That’s a red flag.”
Investors don’t just bring money—they bring strategy, access, and experience.
They want to work with people who are:
- Open to learning
- Able to take feedback
- Willing to pivot if needed
Tip: Show that you’ve already evolved based on feedback. (Ex: “We changed our model after speaking with early users.”)
🌱 6. A Vision They Can Grow With
“We invest in businesses that could 10X—not just survive.”
Investors want to know there’s room to grow. That your business could:
- Scale
- Expand into new markets
- Add new services or products
- Eventually become acquisition-worthy
Tip: Don’t just talk about today. Paint the 3–5 year picture. Where could this really go?
🧠 7. Clarity, Confidence, and Conviction
“If you’re not sold on your own business, why would I be?”
A confident founder doesn’t mean a cocky one. It means you’ve done the work, you know what you’re building, and you believe in it with your whole chest.
Tip: Practice your pitch until it feels like second nature. Speak from belief, not desperation.
🎤 Ready to Pitch to Real Investors?
At The Fish Bowl Experience, our judges don’t just listen—they lean in. Because they’re not here for entertainment. They’re here to invest.
💵 Over $50,000 in cash + resources.
🤝 Real relationships with mentors and partners.
🎯 A stage that changes businesses forever.
Don’t let what you don’t know yet stop you. You’ve got everything you need to take the first step.