Is it Scalable?
Is the company profitable in the long run, or will it die out? If the workload expands and the market demands increase, can the company cater to the advances? Technology is rapidly developing the world by streamlining activities that would normally take us more time and effort to do. Investors are searching for the next B2B or B2C idea that will innovate a laggard industry or simplify an annoying pain point in life. If a software or product is scalable, the company will be able to increase their level of performance down the road. Investors do not want equity in a high demand business that can not adapt to future demands.
What's the Sales Cycle?
How long does it take a customer to close a deal with the company? Basically, how fast will money be made. There are many phases of the sales cycle a customer goes through before buying. One phase that gets missed is tracking customers even after the sales cycle ends. Creating brand loyalty and building a brand community will increase the sales cycle in the long run. The product will become part of their identity, customers will want to share their identity with friends. Different industries have differing sales cycle lengths (as well as how much revenue each sale creates). Before approaching an investor, make sure you know how you will acquire customers, along with how long the average sale takes.
Is there Traction?
If your company is in beta or at an early stage, traction is the one thing that investors can count on. Giving them financial statements and market size estimations will most likely make them yawn...at an early stage, all those numbers can not be proven. It is all BS. What can be proven? Clients, business, committed users. The traction will show how fast your product is catching on, if there is a need for it, and if it will eventually make profit. Most importantly, listen to the customer feedback and improve upon the MVP. Some features that you thought to be useless may be exactly what the user wants.