UK angel investors collectively invest £1.5 billion per year and are believed to be the largest source of investment for start-up and early-stage companies. Angel investors can bring cash to your business along with contacts and advice too. 

In this episode, I hear from Mathilde Lacombe, founder of French skincare and supplement brand AIME. Having previously co-founded beauty subscription service Joliebox, Mathilde founded AIME in 2018 to help others overcome similar skincare challenges to hers. AIME blends nutrition, supplements and cosmetic skincare and, amazingly, achieved €3 million in revenue in its first twelve months. 

With many founders wondering which type of investor to partner with, Mathilde shares how angel investment has helped her scale AIME and her advice on how to pitch to angel investors. 

Mathilde’s advice:

• Angel investors tend to be experts in their field, and will be more interested in you as an entrepreneur and what you will bring to that field that’s new
• VCs will be more focussed on the numbers and accurate forecasting
• When pitching to an angel investor it will be important to make an impression as a story-teller and an innovator with a vision
• The best angel investors are those who are entrepreneurs themselves
• It’s vital that you have a relationship with them in which you are comfortable asking for advice; you need this as much as you need their investment
• Ideally you will be able to consult them regularly
• Make a list of your dream investors/advisers
• Don’t be afraid to ask for introductions; use LinkedIn and network to try to gain first-hand introductions
• Be content with refusals; there is nothing lost
• Don’t waste their time; they are usually busy people with a job as well as an interest in investing
• Ask outright for what you need; explain that you’ll need advice as well as investment
• You can always start with small amounts which may gradually increase if they have confidence in you; you may not need to progress to VC investment
• Angel investors will usually understand your long-term vision and be less fixated on end dates
• Finally, if you don’t need investment, don’t look for it

If you'd like to contact Mathilde you can reach her on [email protected]

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at [email protected] or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory

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