We help Entrepreneurs understand how to raise money from Business Angels

"Worth every penny!", Biosirius Ltd

"Some of the most constructive and useful feedback that I have received", Astratus Ltd

What We Do For You

Accentuate the Positive & Eliminate The Negative

Angels receive dozens of pitches a year, most of which we immediately pass on. Sometimes based just on a gut feeling. Work with us, and we will assess you, your idea and your plans, and ensure that you can pitch brilliantly in a way that works for Angels. But we will also look through the other end of the telescope - what about you, your idea or your plans would prevent Angels from investing and what do you need to do to overcome them?

Help You Address The Needs Of Your Angel Audience

As an Angel, we want to support entrepreneurs. But we also need to make a decent return on our investments. 60% of new businesses fold within a year and only 10% of angel investments ever sell thus allowing us to profit from our investment. You are competing with other founders for our hard-earned (post tax!) money. We will show you how to demonstrate that you are committed to making a good return for investors and being a good investee.

Create A Compelling Investment Story For You

If they are to invest in you, Angels want to hear a compelling story, told with passion and conviction. You need to tell us not just who you are and what your product or service does, but convince us how you are going to grow, become profitable and exit. We will help you devise that story, underpinned by a clear, robust strategy and solid numbers.

Collaborate On A Pitchdeck & Documents That Angels Will Love

Every founder and every business is different. There are many ways to skin a cat. We are not going to be prescriptive and force you to adopt some template. But we will take the time to review and revise in detail your business plan and assumptions, help you build an engaging and compelling pitchdeck, one pager, supporting documents and a data room that will give Angels exactly what they want.

Train You To Pitch Confidently & Effectively

Andrew's main business - Electric Airwaves - involves training corporate executives from the world's biggest companies how to deliver great media interviews and presentations. You may have done lots of presentations in your past business life but this is a new endeavour and we will get you trained by the best coaches so you can shine when the spotlight is on you.

Introduce You To Angel Groups

We are not an FCA-regulated entity so cannot raise funds for you. But as part of Fair Advisers Ltd (FRN 948164), who are so licencesed, I can introduce you to, and intermediate with, potential investors, helping to raise the funds you need in order to grow.

Examples Of Angel Thinking When You Pitch

Can I Invest In This Person?

First and foremost, Angels invest in founders. So the moment we meet you, we start assessing your credibility, your likeability and your integrity. I am looking for any potential red flags: e.g. lack of realism, commitment, transparency, flexibility, dynamism, expertise, willingness to hear things that do not fit your worldview.

Is This A High Growth Idea?

I'm not interested in businesses that will trundle along. I want to invest in ones that once proven, offer explosive growth. Are you confident that you can withstand detailed scrutiny of your claims about the depth and readiness of the market, the state of the competition, the demand for your service or product?

Are Your Figures Credible?

While I don't expect your 3-5 year financial projections will turn out as you expect, I do want to see that you have a disciplined approach to creating them. Are the numbers consistent? Have you thought carefully about your costs? Have you asked for the right amount of money? How will the funds raised specifically deliver the growth trajectory? What underpins the valuation?

Is This Really One For Me?

Can I believe Your Assumptions?

I'm a generalist rather than sector-specific investor. I tend to invest in things I understand and that already have some revenue. Other angels have other motivations - maybe supporting female or ethnic minority entrepreneurs or ideas for a social good. But if you don't want to be dismissed because of a gut-feeling that it isn't right for me, you need to get me hooked emotionally and rationally - show me that this is a game changing idea, solving a real problem for for real people and there's money to be made.

Can I believe Your Assumptions?

The military is fond of saying that no plan survives first contact with the enemy. Founders like to tell me that they will be profitable within a couple of years. But I need to understand and judge how you will get to profitability. I will test in detail the assumptions underlying your timeframes, product or service availability, your business model, profitability, growth and exit. I will grill you about your priorities, objectives, metrics and accountabilities to understand how growth and profitability will actually happen.

Will I Get A Big Exit?

Can I believe Your Assumptions?

What's In It For Me? Every founder says they will exit within five years. Rarely happens! Most Business Angels lose money on most of their investments. Out of every twenty we make, we can expect many to fail, maybe one to exit really profitably and the rest to just trundle along going nowhere. I accept the risk and hope the successful one covers the rest. So while your valuation and growth plan need to be realistic and impressive, I need to believe you care about - and hear you communicate - how you are focused on making me a good return. Now and over the course of my investment. You may even want me to be an NED!

Consulting To Angel Syndicates

We are part of the Angel Advisory Group (www.angeladvisorygroup.com), a group of seasoned entrepreneurs, investors and advisors who provide support to Angel clubs and syndicates that require help in assessing the investability of the many opportunities presented to them, and the subsequent due diligence process. We:

sift applicant companies and create longlists and / or shortlists for Angel groups to decide who should pitch to them;
co-ordinate the 'pursuit group' of angels who have expressed interest in undertaking due diligence on companies following the pitch meeting; and
identify initial areas and concerns that the pursuit group should explore in more detail.

Who We Are

Andrew Caesar-Gordon

Andrew is a Business Angel and founder of two businesses with debt and Angel funding. He understands both sides of the investor-entrepreneur ecosystem and your pain points! A former government Special Adviser with over 30 years in the PR and media world, he has advised many CEOs and organisations in both what to say and how to say it. He has detailed knowledge around Media, Utilities, Technology, Edtech and FMCG. His Angel investments range from medical devices to engineering to an art sales printing company.

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Danielle Restivo

Andrew Caesar-Gordon

A qualified coach, technology expert and Communications Director for the likes of Google, LinkedIn, Vodafone, SAP, Zoe and TikTok, Danielle has a way with words and bringing out the best in people. Whether for public speaking or written communication, she will add lustre to your content!

Eric Warner

Andrew Caesar-Gordon

Eric Warner

A private equity specialist, Eric had a long career in the City of London and also ran a venture capital firm focussed on sustainable technology and cleantech companies. Since 2015, he has mentored over 30 early-stage businesses with the aim of securing investment from a wide variety of sources. He has invested in a number of robotic and

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We help Entrepreneurs understand how to raise money from Business Angels

Business Angel - Poacher Turned Gamekeeper