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Looking At Your Customers, Through An Angel Investors' Eyes

Posted by admin on February 10, 2013

Looking At Your Customers, Through An Angel Investors’ Eyes
by Eric Gilboord

Customer in investor eyeAngel Investors often invest money and time. As a business owner you’re investing your time, resources and money in acquiring or keeping customers. The wrong customer can be costly and disruptive to your company. Your customer base is like an investors’ portfolio. Smart Angels review their investments to adjust for performance and economic changes. Wise business owners do the same with their customer base.


Typically 20% of the customers contribute 80% of your income. An experienced Angel may invest in 10 companies hoping to score a hit with one or two. It may be time to review your customer list and fire the bottom 10% as an investor might do while cutting their losing investments. Then focus your resources on finding better customers with larger opportunities. Or simply spend more time on some of the good customers you already have.

Finding good customers and keeping them is hard enough without spending a disproportionate amount of your time and resources on generating more new ones. Before you accept a new customer, consider using the indicators below to determine whether or not they are a good fit for your company. Various criteria may be utilized. Here are 7 to get you started.

7 Things to Consider About Current or New Customers
  1. Do they have the ability to pay for your services? 
  2. Have they used a service like yours before and was it successful? What went wrong?
  3. Are their sales up or down? Do you want to be part of a winning or losing situation? 
  4. Are their employees happy or biding their time waiting for the doors to close?
  5. What is their reputation with customers and competitors? Are they forward thinking or out of pace with their industry?
  6. Do they have a plan to grow? This includes Business, Sales and Marketing plans. 
  7. Do they have complete management and worker teams or are there holes? Is that trouble or an opportunity for you as a supplier?

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