Venture Capital - What Startups Should Look Out For

Venture Capital - What Startups Should Look Out For

Cherry Ventures, Kleiner Perkins and Sequoia Capital are names that are well-known in the startup scene worldwide. These and many other venture capital funds specialize in investing in startups that develop innovative ideas and technologies. But what exactly is behind venture capital and why is it so fascinating for startups?

In this article, we dive into the world of venture capital and highlight the basics, as well as the goals of VC companies and the crucial steps you should contemplate when considering a partnership with a venture capitalist for your startup. If you want to learn more about how this funding method can shape the future of your startup, feel free to explore this blog article.

Key takeaways:

  • Venture capital offers your startup financial support for growth and innovation.
  • Choosing the right VC is critical to the success of your startup.
  • Find out about the conditions and requirements of the investment in order to choose the right VC for your startup.

What is venture capital?

The core idea behind venture capital is to invest in promising startups that offer a high degree of innovation and potential.

Venture capitalists anticipate a substantial return on their invested capital, which is why they are typically exit-driven. This entails selling their shares once your startup has increased in value, allowing them to realize their profits.

Because investors take a high risk and usually do not demand interest for their investment, they want a certain degree of control over your startup in return. As a founder, you should keep this in mind when considering this form of financing.

What do venture capitalists look for in your startup?

If you want to convince a VC to invest in your startup, you should consider various aspects and characteristics.

Your startup should initially be based on a promising and growing market. Your target market must offer the potential to multiply the investment. For VCs, this is the basic requirement that must be met for an investment to even be considered

In order to convincingly convey this potential, it is very important that you clearly define your business idea, the market opportunities and the product value. You should be able to confidently call them up when you talk to a potential vc.

Equally crucial to a promising market is the founder, namely, you. VCs want to see that you and your team are passionate about your idea and motivated to work hard for it. Show that you are committed and qualified and that you have both professional and personal expertise. They rely on a strong founding team having the necessary expertise and experience to successfully implement the business idea.

The customer benefit must also be clearly emphasized and well communicated. A unique selling proposition (USP) differentiates your startup apart from the competition and makes it clear what added value your solution offers.

Before engaging with a VC, make sure to gather comprehensive information. Determine whether your startup aligns with their portfolio and whether you share similar visions and goals. This demonstrates a structured and responsible approach, aiding you in selecting the ideal partner for your idea.

You should also be able to show that you are pursuing a solid and structured plan with realistic financial requirements. This includes being able to present a business plan that includes goals and milestones and illustrates how you will achieve them.

Which venture capitalist should I choose, what should I look out for?

Identifying the VC that aligns best with you and your startup is really important.

An important criterion is the size and type of the VC. Smaller funds often have fewer financial resources, but can offer more personal attention and tailored support.

Larger funds, on the other hand, have more capital and resources, but can be less flexible and individual in their support. VCs usually also specialize in startups that are in a certain phase. These phases are presented in the next chapter.

In addition to size and specialization, you should also consider the venture capitalist's network. A well-connected VC can help you attract important partners, customers or other investors. A broad network can also be beneficial with the recruitment of new employees or access to innovative technologies.

After conducting the necessary research and pinpointing a suitable fund, the terms of the deal become crucial. Typically, these details only emerge during discussions with a potential VC.

Make sure you negotiate fairly balanced contracts in which your interests are appropriately taken into account. For example, you should ensure that your financial participation and decision-making power are adequately preserved.

What are the different types of venture capital?

Not all venture capital is the same. As already mentioned, there are different categories that specialize in startups at different stages. You should know the most common types in order to choose the right partner.

  • Seed capital: This type of venture capital is suitable for you if your startup is in the early stages, i.e. in the founding or development phase. Seed capital can be used to form the business model, analyze the market and develop the first products or services.
  • Early-stage capital: Early-stage capital is the optimal choice if your startup has progressed to the point where you have a product or service in the market, and you're generating revenue. It is typically used to support the growth and scaling of your products and to consolidate your market position.
  • Growth capital:If your startup has already established itself and is currently in the growth phase, opting for a venture capitalist specializing in growth capital is advisable.This type of venture capital can be used to expand your company, open up new markets, expand marketing and sales activities or strategic partnerships and acquisitions.
  • Later-stage capital: If you are working towards an initial public offering (IPO) or an exit, later-stage capital is of interest to you. Later-stage capital is used to maximize the value of your startup before the exit, for example by opening up new business areas, expanding your management team or optimizing your financial structure.

Advantages and disadvantages of venture capital financing for startups

In the following section, we show you the advantages and disadvantages of venture capital financing so that you can assess whether it is suitable for your startup.

Advantages of venture capital financing:

  • Capital injection: Venture capital offers your startup the opportunity to obtain capital without requiring interest and principal payments. This makes it easier for you to grow.
  • Network and expertise: VCs often bring invaluable industry expertise and extensive business networks, providing crucial support to your startup during challenging circumstances.
  • Credibility: VC funding can improve the image of your startup and increase your credibility with customers, partners and potential employees.
  • Improving the equity ratio: Unlike a loan, a VC's investment is booked for German startups as equity and therefore has a positive impact on your equity ratio. This gives you a better basis for negotiation when raising debt capital.

Disadvantages of venture capital financing:

  • Loss of independence: VC financing usually means that you have to relinquish control and decision-making powers. This has the potential to lead to conflicts in the strategic direction of your startup.
  • Dilution of your shares: The new company shares issued as a result of the investment dilute your shares in the startup, causing them to lose value. You should keep this in mind if you are planning an exit yourself in the future.
  • Negative psychological effect: This disadvantage goes hand in hand with the dilution of your shares. The fact that your own stake is diminished may have a negative effect on your motivation.
  • Time and resources required: The process of identifying and onboarding VC investors is not to be underestimated. It demands a significant amount of time and resources, diverting attention from your core business activities.

What influence does a VC have in my startup?

In many instances, engaging with venture capital for your startup entails relinquishing decision-making authority. Consequently, when negotiating with a VC, it is crucial to factor in the extent of your right to influence key decisions.

It is crucial to establish clear terms regarding co-determination rights before finalizing any agreement. This can be set out in a company agreement, which precisely defines both the financial terms and the voting rights and decision-making powers of the VC.

A VC's say can vary depending on how much control they want over your startup and how much trust they have in you. In some cases, the VC may only take on advisory or supportive roles without having comprehensive decision-making powers. In most cases, however, the venture capitalist will demand stronger co-determination rights in order to influence strategic decisions, as this allows him to better control his own risk.

Fostering a positive relationship with your venture capitalist requires open communication about expectations and the establishment of a clear agreement regarding roles and responsibilities. Effective communication, coupled with the definition of explicit goals and expectations, forms the foundation for successful collaboration.

Ultimately, a venture capitalist's decision-making authority always depends on individual agreements. You should therefore make sure to protect the interests and decision-making power of your startup and thus create balanced contracts.

What exit options does a venture capitalist have?

As already mentioned, a venture capitalist invests in startups in order to later make a profit by selling the investment (exit strategy). In this section, we explain the various exit options.

Initial public offering

In this scenario, the startup undergoes an initial public offering (IPO), leading to the public trading of the company's shares. This allows the venture capitalist to divest their investment, recovering the initial capital and potentially realizing a profit. Additionally, an IPO offers the advantage of facilitating the relatively straightforward raising of fresh capital and increasing brand awareness for the company.


In this case, your startup buys back the shares of the venture capitalist. This exit option is often chosen if you are already successful enough with your startup to buy back the shares from your own funds or from new investments. This option is attractive for you as a founder because you regain more control over your startup.

Trade sale

A trade sale is the sale of your startup or part of it to another company. This option is advisable if you hope to gain strategic advantages from the buyer. The sale can take the form of a takeover or a merger.

Secondary purchase

Secondary purchase refers to the sale of the venture capitalist's shares to other investors. This is an attractive option if the VC wants to reduce its involvement in your startup, without affecting the other investors or growth.


Venture capital can certainly be an interesting component of financing for your startup. However, before you apply for an investment, you should use the above criteria to check whether your startup is even suitable for VCs as an investment option.

The next step is to select the right VC partner, as this will have a major influence on the future development and control of your startup. Be well informed about your options and consider criteria such as industry experience, capital, network and contractual terms when choosing your partner.

One key point to keep in mind is that VCs are exit driven and will leave your company after a certain period of time. You should therefore visualize the exit options mentioned above and make a plan in advance on how you will deal with the exit.

It is also advisable to reflect on the advantages and disadvantages of VC financing and compare them with your current situation.


What do I need to consider when selecting VCs?

When selecting venture capital investors for your startup, you should consider different factors, such as the size and type, the experience and contacts, as well as the contractual terms of an investment. First identify the VCs that are best suited to your startup.

How do VCs evaluate startups?

VCs evaluate startups based on various factors, such as business idea, product value, management team, company profile, risk assessment and market opportunities. They also look at whether your startup is scalable and whether there are barriers to market entry.

How does venture capital financing work?

Venture capital financing usually begins with a review and evaluation of the startup by the VC. After a successful review, negotiations on the investment terms begin. Once an agreement has been reached, the VC takes a stake in the company and supports its growth through active support and networks.

What types of contracts are common with venture capital?

Various types of contracts are common for venture capital investments. These include participation agreements, shareholder agreements and convertible bonds. VCs also often impose conditions on the management team, such as certain reporting requirements or co-determination rights.

Which key figures are important for venture capital investors?

For VC investors, key figures such as revenue growth, gross margin, customer acquisition costs (CAC), customer lifetime value (LTV) and churn rate are important to assess your startup's prospects for success and growth potential. Investors also pay attention to financial performance, such as profitability and cash flow.

Published on

January 15, 2024

Moritz Neven
Moritz Neven

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