来源：36Kr

配图：创业英才

企业的成长大都需要资金上的帮助，当然也有一些幸运的创始人仅在很少甚或没有任何外部投资的情况下开办自己的企业。

对于需要投资的科技类初创企业来说，你将会遇到许多各种类型的投资人，如何做才能赢得投资人的青睐？以下归纳了七种类型的创业公司投资人。

NO.1 非科技型投资人

这种类型的投资人也许不能完全理解你想法背后的支撑技术，但会对你的产品、市场及商业模式滔滔不绝。他们会基于他们的经验得出自己的意见和假设，也许你并不同意其观点。

这时候就尽量把谈话从他们的假想上转移开。谈论事实并明确传达你的价值主张。通常介绍完公司之后都会留一些时间给投资人提问，但最好在你陈述的过程中就不断鼓励大家提问。这样避免一些投资人从一开始就迷茫，并且你能够在任何他们不懂的地方澄清，如此他们就能一直跟上你的介绍。

同时，试着用不同的方法去传达你的想法。一些投资人喜欢听创始人口头介绍，另一些投资人则觉得幻灯片上的视觉效果和图表更清楚。此外，一个物理原型也可以有效地阐释你的想法。

NO.2拮据型投资人

也许这个投资人的腰包刚被一个发展不顺的初创企业掏空，或者他们进一步投资了一颗冉冉升起的新星。不管哪种情况，要知道并不是所有的投资人手上都有现金。但他们想了解这个急速发展的世界未来将发生什么，甚或他们只是想要在其竞争对手面前在市场上表现活跃。

把这类投资人放在一边，并把向他们介绍作为练习。记住大部分投资人都与其他投资人有往来，所以任何言论都会传开。只要了解他们并无意向你投资，所以不必花费大量时间在这类投资人身上。

NO.3 细节型投资人

这种类型的投资人想要知道你的企业的所有细节，甚至要你清楚的阐释你的企业在五年后将会是什么样子。

当然，投资者想要一个五年期的预测，并且他们希望这看起来是切合实际的。但你却不能知道未来所有的细节，所以告诉他们你计划如何达到目标，但尽量远离那些非常微小的细节。你无法确定五年后你的公司会身在何方，因为作为一个创业公司你将会面对很多挑战和转折。

要表明你理解这一点，那就应该让投资人明白你知道你面对的是什么，并且你愿意为了成功去适应。

NO.4 绵羊型投资人

这种投资人值得保持良好的关系。他们可以给你一些极好的反馈和建议，这将会帮助到你。唯一的问题是，这类投资人在考虑给你的创业公司投资之前，他们想要其他投资人先投资你。

这时就值得你去搞清楚他对你公司有什么疑虑，以及你是否能够最终争取到他的投资。你可能会先从其他投资人入手，与此同时也要保持与这类投资人紧密联系，因为一旦你有了第一笔投资他们可能对你帮助极大。

NO.5 助力型投资人

如果你遇到一个助力型投资人，那你真是挖到黄金了！他们想要你成功，并且为了你的成功他们将鼎力相助。

但是在投资之前，他们通常想从你的商业模式上看到更多吸引力，这很好。如果一些在你的市场上富有经验的人找到你生意早期阶段中的一点缺陷，你就可以修正它，并避免了在失败的产品上浪费钱。

与这类投资人保持良好关系，听取他们帮助你成长的建议。

NO.6 贪婪型投资人

并非所有投资者都同意第一次提出的估值，并且他们可能会要求比你提出的更多的股权。讨价还价没有问题，但在签署任何交易之前一定要先花时间想想，并要求他们解释他们如何得到这个估值。然后你就能指出他们针对你的商业计划理解抱有的任何缺陷或问题。

再仔细看看你的价值主张，是否存在任何可以修改的地方让你在筹资前争取到更高的估值。寻找一些外部建议也是明智的，这将帮助你做好准备并在这类投资人前坚持你的报价。不必死磕你遇到的第一个投资人，保持一个开放的选择态度，多见一些人，并看看其他投资者给你的估值。

NO.7 怀疑型投资人

这类投资人对你的公司感兴趣，却质疑你这个创始人，这会让人觉得这太涉及私人了。你的眼光要超越他们这些看法而不是因此生气。看看他们的对你的意见是否合理，并试着做出一些改变以减少他们的成见。

如果他们的怀疑是不合理的，也不用认为他们是针对你，而应该知道自己很幸运不用与他们共事。继续寻找其他的选择，还有更多合适的投资人。

投资者们会见很多初创企业，但只投资其中几个，所以如果他们拒绝你千万不要太难过。最重要的事情是：在向那么多不同类型的投资者介绍完你的公司后，获得他们的反馈和建议。从这样的经历中学习，并利用它们去强化你的故事和说服力。

你试的越多，就会有更好的机会找到与你并肩作战的投资人并走向成功。

本文由《我是投资家》诚意推荐，转载自36kr，原文编译自Tech in Asia，标题为7 different types of investors and how to win them over。

[ 下附原文 ]

While some lucky business owners can start their own businesses with little or no external input, most businesses will need a little financial help from investors along the way.

You’ll meet many different types of investors for startups, so here are a few to look out for, a few to avoid, and how you can win them over.

1. The non-tech investor

These types of investors may not fully understand the technology behind your idea but will have plenty to say about your product, market, and business model. They will form their own opinions and assumptions based on their experience, which you may or may not agree with.

Try to move the conversation away from these assumptions. Instead, talk facts and make sure your value proposition is clearly communicated. There’s often a time for questions at the end of most pitches, but try to encourage questions throughout your presentation. This way, the investor doesn’t get lost early on, and you can clarify whatever it is they don’t understand so they can follow the rest of your presentation.

Also, try to consider different ways of communicating your idea. For some investors, what you say has the most impact, for others, it will be the visuals and graphics on the slides that help them to understand . A physical prototype would be a very effective way of showcasing your idea.

2. The skint investor

Maybe this investor’s pockets were turned out by a startup that didn’t quite work or they’ve ploughed further investment into a rising star. Either way, not all investors will have cash money on tap. They will, however, want to see what’s around the corner in a rapidly changing world even if it’s just to appear active in the market in front of their peers.

Keep them on the side and pitch to them as practice. Remember that most investors mingle with other investors, so word will spread. Just be aware that they have no intention of investing money in you right now, so avoid wasting too much time with these types of investors.

3. The detail investor

These types of investors want to know every detail about your business, even details explaining exactly what your business will look like five years down the line.

Of course, investors want to see a five-year forecast, and they expect this to look realistic. But you can’t see into the future and have all the details, so explain how you plan to get there but try to stay away from the tiny details. You can’t be certain about where your business will be in five years’ time because, as a startup, you’ll face many challenges and turning points.

Showing that you understand this should make it clear to investors that you know what you’re up against and that you’re happy to adapt in order to succeed.

4. The sheep investor

These investors are worth maintaining a good relationship with. They can give you some great feedback and advice that could potentially help you. The only problem with these types of investors is that before they consider investing in your startup, they want other types of investors to invest in you first.

It’s worth finding out about what they’re unsure of and whether or not you could smooth them over. You may want to start by finding other investors, while keeping a strong relationship with these investors, as they might become useful to you once you have your first angels on board.

5. The helpful investor

If you come across a helpful investor, you’ve struck gold! They want you to succeed and, for this reason, they are extremely helpful.

However, before investing, they will typically want to see more traction from your business, which is great. If someone with experience in your market has found a slight flaw in your business during these early stages, you can fix it and prevent wasting money launching an inferior product.

Maintain a good relationship with this type of investor and listen to their advice to help grow your startup.

6. The greedy investor

Not all investors agree with the first valuation that’s brought to the table, and they might ask for more equity than you proposed. There’s nothing wrong with negotiating, but take your time before signing any deals and ask them to explain how they reached their valuation. Then, you can address any flaws or issues they might have with your business plan.

Look a bit closer at your value proposition and see if there are any changes you can make which will help you gain a higher valuation before fundraising. It would also be wise to seek some outside advice to help you prepare and defend your offer to these types of investors. Don’t go with the first investor you find, keep your options open, go to meetings, and see what other investors can offer you.

7. The doubtful investor

These investors might show interest in your business, but doubt you as a founder, which can feel pretty personal. Rise above their perceptions rather than getting angry. Find out if there are any reasonable concerns they have and try to implement some changes that may reduce these.

If their doubts are unreasonable, don’t take it personally and count yourself lucky you didn’t go into business together. Carry on looking for an alternative, more suitable investor.

Investors meet their fair share of startups and only invest in a few, so don’t feel too bad if they turn you down. The most important thing to take away from pitching to the many different types of investors is their feedback and advice. Learn from this experience and use it to strengthen your story and pitch.

The more you put yourself out there, the better the chance you have of succeeding and finding investors that align with your business.

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