Investors: be there or be square - Investment assessment in B2B vs B2C and Seed vs Serie A

Sammanfattning: This thesis examines important factors to think about in an investment assessment in general and how it differs based on company type and investment phase. The reason behind this is to provide information to investors to reduce the risks associated with an investment. Start-ups can also use this thesis to successfully seek investments. This subject is investigated through a qualitative method to further explore and explain how investment assessments differ depending on company type and investment phase. The informants in the study are investors who either work at VC-companies or as angel investors. The authors can conclude that there are differences in investment assessments and that they are influenced by both the type of business and the investment phase. These differences are explained by the authors by presenting an overall theme with four subthemes. In this thesis, the authors have created a model that visualizes these differences and show important factors in each investment phase for different business types.