Informal risk capital investors: Investment patterns on the East Coast of the U.S.A.

Abstract In this study we profile a group of informal investors, their investment criteria and the nature of their referral network. The study supports the findings of several earlier studies. It indicates the existence of an extensive informal investment community on the East Coast of the U.S.A., which can provide substantial financial resources to startup and young firms. A full 58% of the sample investments were in startups; a huge proportion compared with formal venture capital sources. The study further supports earlier findings that this group is difficult to locate, for entrepreneurs and researchers alike. This opaque market consists primarily of friends and business colleagues who individually provide modest sums of money ($20,000–$50,000), but are often able to use their network to assemble a group of investors who will sponsor the entire funding requirement. 130 informal investors report that in three years they and their networks raised 38 million dollars to support 286 new venture proposals. There are also encouraging indications that these angels are both enthusiastic and persistent. Many of them claim that they have achieved higher returns via angel activity than any other investment options that they have tried. Of the angels who did better with alternative investment options, more than 80% are still prepared to make further investments. Even those who reported failed investments in the informal risk capital market remain supportive: over 65% indicate a willingness to invest again. The criteria by which the angels screen the proposals differ markedly from those of the venture capital community. In particular, the angels do not appear to be interested in a thorough business plan, a sine qua non for venture capitalists. Unlike the capital firms, angels are not interested in competitive insulation. They do not limit their investments to industries that are appealing, or with which they are familiar, nor do they care very much about the degree to which the entrepreneur has identified competition. However, they are in close agreement with the venture capital community in their concern with the management ability of the venture team and a requirement that there be a clear, demonstrated need for the product or service, preferably in a market with large potential. The study has shed some light on the structure of the referral networks of angels. Though we do not know from this study how the respondents themselves first heard of the ventures that were described in this survey, we do know that their referral network is composed primarily of friends and business colleagues; to whom they refer as much as 60% of the proposals that they receive and in which they themselves eventually invest. Thus they pass on serious opportunities to their network. Their referees are inclined to be very supportive; in our sample almost 75% of them also invested in the venture. The current strategy for informal investors is to approach mainly close contacts. These are inclined to be supportive (85% also invested in the venture) and to follow a trusting investment behavior pattern, relying mainly on the recommendation of the angel. This strategem ensures that the total capital requirements are met via the network. However, given the results of this study; the angels might be well-advised not to stop here, they might also approach at least one professional. Only a small proportion of professionals were approached by our sample of angels (less than 30%). As the study shows, professionals are more effective at selecting successful ventures. Thus a mixed strategy may be called for; use mainly trusting referees to ensure full capitalization and a limited number of professional referees to screen the proposals. This will help ensure that those proposals that do get supported by the more trusting members of the network have been competently screened, thus increasing to the probability of venture success. A discriminant analysis revealed some useful pointers in helping the informal investor select successful ventures. First it is critical to select only ventures in which the entrepeneur can be relied on to evaluate the risks of the ventures and manage these risks well; Angels do not need entrepreneurs that will gamble with their money. Equally important is to avoid placing too much credence on highly articulate sales pitches by the venture team, or too much reliance on ventures in which the main emphasis is on product and proprietary protection. Rather insist on being shown clear evidence that the product or service has channel and/or market acceptance. It is also important for Angels to stick to investments where they know the industry well, and to back venture teams with a solid reputation and a propensity to get involved in the details rather than gloss them over. As in the case of studies of venture capital investments, competitive insulation in the early stages of the venture is also important.