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What should I look at before investing in a start-up?
Here are the basic questions I usually ask any new business startup: Do these numbers/answers seem reasonable to you and is some benchmark available that allows you to see how likely this is?   Remember, particularly in Internet-based advertising ventures, the client may be indirect.  The person who clicks on a Google context-based link is not directly Google's client.  The person who decided to host AdWords code on their site is the direct client. You're also going to want to see a Gant chart or some process chart indicating exactly what needs to be done, at what cost and by whom.  Answers to these questions give a sense of not only how seriously they are taking the business, but also how organised. My final question: who is your first client? They need either someone who is going to contract the service, or have a clear indication of where income is going to come from, on their first day of trading. Their task is to sell their idea to you by proving that it will return on your investment and be profitable.  From the strength of these answers you can gauge the value of your investment to them, how critical it is, how risky the opportunity and - ultimately - the stake and returns you should expect.