When we started our international coffee company in Colombia in 2017, we raised the initial capital from individual accredited investors. Instead of working with large venture capital or private equity firms, we pitched directly to high-net-worth individuals (HNWIs). Back then, a focus on individual investors rather than institutions for early-stage company financing was rarer than it is today. We have found incredible strengths in this alternative funding strategy.
Individual investors want unique early-stage opportunities. For this breed of investor, a high potential for returns is non-negotiable. These investors usually demand reasonable business valuations. They require transparency and communication and are attracted by new markets and opportunities.
