What’s a critical component to consider in the early stages of venture capital investing? People. And people are particularly important when a business is new — when it feels like just a few founders with a big, bold idea.That’s why serial investor, Joe Tonnos, says that 75 percent of early-stage investment is the founders an investor is backing. The remaining 25 percent is the product, market, and everything else. Joe is the Co-Founder and Managing Partner of Ketch Ventures, an investment firm that partners with disruptive, early-stage entrepreneurs and management teams to add value and grow consumer-facing businesses to the next level.On this episode of The Irresistible Factor, Joe shares his more-than-a-decade’s worth of experience investing in and advising companies across a number of different sectors. (In addition to his role at Ketch Ventures, he also serves as Principal and Associate Portfolio Manager at Meteora Capital and Venture Partner at Natureza Growth Partners.)Joe outlines what early-stage investors like Ketch are looking for, highlights some of the defining characteristics of great founders. He also shares his advice for entrepreneurs: “It’s having the vision, it’s being prepared to explain it, and making an investor understand what makes [your business] compelling and how it’s going to benefit them.”