Investors heavily consider financial factors such as debt-to-equity ratios, revenues, return on equity (ROE), profitability, and earnings before interest, taxes, depreciation, and amortization (EBITDA). Non-financial factors, like corporate strategy, brand strength, and corporate governance, also play a significant role in the decision-making process. Emphasizing profitability and presenting a compelling equity story backed by a strong track record of growth are vital to attract investor interest.