What are the most important things that investors look for before investing in a start-up? What separates rejects from stars? Here are seven characteristics most venture capital investors look for in a promising venture.

Angel Investors and Equity Partners provide funding for companies with high potential. They differ in their expectations about cash flow and risk, the former preferring a steady flow and lower risk and the former expecting payment later with a high return. These investors have weak links with the founders, unlike families or friends, and can provide a much needed balance in the strategic direction of the firm or non-profit.