I have sat on the other side of the table many times. The experience is fairly consistent: the deck is skimmed, and the decision to continue or not is taken on half a dozen numbers. It is worth knowing them before you sit down.
1. Recurring revenue and its concentration
Invoicing a million across forty clients is not the same as invoicing a million across three. If a single client accounts for more than 25% of your revenue, to an investor that is not a client: it is a risk with a name attached. Bring it broken down and raise it first, because it will come up anyway.
2. Real gross margin
With direct costs included: infrastructure, licences, support, the part of the team that is delivery rather than development. A margin inflated by leaving out the uncomfortable items shows up in the first review, and what breaks then is not the valuation, it is trust.
3. Cash and months of runway
How many months you can survive on what you have, without counting the round. This number determines your negotiating position better than any other: someone raising capital with two months of cash does not negotiate, they accept. The sensible position is to open the conversation with nine to twelve months ahead of you.
4. Growth, month by month
As a monthly series, not as year-on-year comparisons. The series shows the shape of the curve and whether growth survives seasonality. If there is a bad month, explain it before you are asked; a series that is too clean looks more suspicious than a reasoned dip.
5. What each euro of new revenue costs
Acquisition cost against customer lifetime value, and above all how many months it takes to recover the commercial investment. A business that recovers acquisition cost in six months can finance its own growth; one that takes thirty needs capital structurally, and that completely changes the type of investor you should be approaching.
6. The cap table and cumulative dilution
This is where more deals fall through than people think. If after two rounds the founders hold a percentage that no longer motivates them, the professional investor does not see an opportunity: they see a team that will leave halfway. Stakes held by inactive former shareholders, outstanding convertible loans and the incentive plan, if there is one, also weigh in.
What is not a number, but shows anyway
Part of the decision is not on the spreadsheet: whether the founder knows their three main risks and says so without being pressed. Showing the risk does not weaken your position; it strengthens it, because it signals a company run by someone who looks things in the face.
And a word on structure: the legal and the financial conversation should not run separately. The form of the vehicle, the majorities and the exit terms are decided at the same moment as the price. Separating them is expensive, and it is expensive later, when there is no room left to correct it.
This article contains general information for informative purposes and does not constitute legal advice or an investment recommendation. The rules cited may have been amended after publication; always check the text in force before taking a decision.
