What I Look for in Startup Founders: The 5 Essential Qualities

When I first started investing in startups, I quickly learned that the ones that succeed aren’t always the ones with the most polished ideas or the deepest pockets. The successful ones are those with the right founders - people who embody certain key qualities that often go unnoticed but are critical for success.

After investing in over 100 startups, I’ve come to recognise the core traits that separate good founders from great ones. If you’re building something, take note.

The 5 Key Qualities of a Startup Founder

1. Execution Over Ideas – Make It Real

Ideas are cheap. What really counts is execution. Can you take an idea and turn it into something tangible? The Minimum Viable Product (MVP) is your first test. It's not about perfection; it’s about getting something out there, learning from it, and improving. An MVP proves that you can execute not just talk.

When you launch, make it real. Don’t wait for everything to be perfect. Progress is better than perfection, and your MVP is the first step toward turning your vision into reality.

2. Natural Traction – Let the Product Speak

Traction is simple: does your product grow without you having to buy users? If you’re relying heavily on ads to get attention, you’re not proving the market.

True traction happens when people find your product, engage with it, and spread the word on their own. It means you’re solving real problems that resonate with your audience.

“Is your product gaining attention and engagement without a hefty ad spend?”

Natural growth means your product speaks for itself. If you’re solving real problems, people will naturally want to share it with others. That’s the kind of traction that proves you’re building something that people truly want.

3. Commitment – Go All In

Investors don’t back part-time founders. If you're not fully committed to your startup ready to sacrifice, take risks, and pour everything into it don’t expect serious investment. I’ve backed founders who have burned their bridges to make sure their startups succeed. That’s the level of commitment I’m looking for.

“Investors don’t bet on part-timers.”

A full commitment means being ready to give everything—your time, energy, and sometimes your personal life. If you’re not all in, how can you expect anyone else to believe in your vision?

4. Market Size – Think Big

Your market needs to be massive, or at least scalable. If you’re targeting a niche that’s too small, don’t expect to make a big impact. The best opportunities come from large, growing markets. A big market means big potential and, ultimately, a big exit. That’s what investors are looking for.

Think big and show me that there’s a sizable, expanding market where your product can carve out a dominant position. Investors want to know there’s room to grow, so don’t limit your vision to a small niche.

5. Resource Optimization – Do More with Less

As a founder, you’ll face resource constraints—limited time, money, and talent. How you make use of those resources speaks volumes. If you can build something impressive with limited resources, it shows that you’re resourceful and know how to prioritize. That’s the kind of mentality investors love, especially in the early days.

“If you can make it work with nothing, just imagine what you could do with funding.”

Smart founders know how to stretch their resources and get the most out of what they have. If you’re already making progress with limited means, I’m excited to see what you could accomplish with more resources.

A Founder’s Checklist

Before you pitch to investors, ask yourself:

1. Have I built an MVP that demonstrates my idea’s potential?

2. Is my product gaining traction without relying on paid ads?

3. Am I 100% committed, ready to sacrifice everything for this venture?

4. Am I targeting a large, scalable market?

5. Can I demonstrate my ability to optimise resources effectively?

If you’ve checked off all these boxes, you’re on the right path. If not, it’s time to reassess.

Closing Thoughts

These qualities go beyond just raising capital. They’re about building a business that can survive and thrive, no matter the challenges. Whether you’re seeking investment or not, these principles will set you up for long-term success. The lean, committed, and customer-validated businesses are the ones that ultimately get converted into anti-fragile hugely popular & customer / people loved brands.

So, where do you stand? Which of these qualities do you feel you’ve mastered already? I’d love to hear your thoughts or even see your pitch. Let’s make it happen.

R.