How do you find investors for your business?

I’m Kalilah Reynolds, financial journalist and educator based in Jamaica, and this is one of the most common questions that I get.

The truth is – links run the world! It’s not what you know, but who you know, and more importantly, who knows you.

And you may say, but Kalilah, I don’t have any expensive last name.  I don’t know any of these big people.  But let me stop you right there, you may not know them NOW, but you can put yourself in rooms with these people fairly easily, and get them to know you.

Here are some ways to do that.

One – join professional organisations such as the PSOJ, JMEA, and Chamber of Commerce.  And don’t just join.  Attend meetings and be active.  Your objective is to get these big people to recognise you and your name.  The leaders of these organisations are some of the biggest business owners in Jamaica.  Many of them are in banking and finance.  And even they personally aren’t interested in your venture, they may be able to connect you with others.

Two – Follow places like DBJ and EXIM on social media and sign up for their emails.  DBJ especially often has opportunities for entrepreneurs.  They host pitch competitions, which give you a chance to win money to invest in your business.  And even if you don’t win, chances are you will meet investors at these events, as well as other entrepreneurs who you could potentially partner with.

Three – Look for Angel Investors.  In Jamaica, we have the First Angels Network.  Angel Investors are high-net-worth individuals who invest in start-up businesses in exchange for a percentage of ownership in your business.  They will often mentor you as well.  Find the website.  Follow them on social media.  Reach out via email.  Send your proposals.  You will likely get a response.  First Angels also hosts pitch competitions, so follow them on social to know when they’re accepting applications.

Four – Become active in your Old Boys or Old Girls Associations from high school.  These associations include a lot of people who have become highly successful, and who would love to mentor someone like you who went to their school and wants to follow in their footsteps.  These people may even be interested in investing in your business or can introduce you to other people who have those means.  I know a couple of people who’ve literally gotten investments this way.  There’s a very well-known one who I won’t name, but you’d definitely recognise.

Five – Build your personal brand on social media and especially LinkedIn.  A lot of business executives and decision-makers use LinkedIn regularly, and if you constantly show up on their feed talking about your business and the amazing things you’re doing, they’re going to remember your name, so that when you do reach out to do business together, they already feel like they know you.

Six – Attend business conferences in your industry.  You’re likely to meet people at these events – speakers, other business owners etc.  These are people who can give you advice, possibly do business with you, and introduce you to other people. And it gives them an opportunity to get to know you and your business.

Seven – Join online communities such as Money Mission with other entrepreneurs who share similar interests and objectives.  I’ve learned so much and made so many great business connections from communities that I’ve been a part of. Participate in group discussions. Offer advice and solutions as much as you can.  Other members will come to see you as an expert in your field and want to do business with you.

You can have all the knowledge, all the experience, and the best product in the world.  But people do business with people they know and trust!

And that’s the Bottom Line.