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Calculating Pre-Money Valuation for Startup
The value of a business without proven profits is really just a guess.  But to determine what % ownership the VC takes some measure must be used.  He is asking the OP to start the negotiations.  So you start high - higher than you will settle for. The value of the business should always be WAY more the $$ you have put into it ... because you have also invested your time (which has an opportunity cost) and assumed huge risk that you will never get those $$ back.   When you need the cash and only one person will give it to you, you are over a barrel.  You either take the terms they offer, or you let the business collapse.  So keep a show of strength and invent other funders. Or create a business plan showing that you can continue without their $$ (just at a smaller volume).