It’s tempting to think that having an established business gives you a leg up in getting funded. You know the sector. You understand the space. You probably even have a decent network. Surely, investors will find that attractive, right? Well, not always.

Investors love explosive growth. If you haven’t exploded in the past five years, it can mean you lack focus or execution. Companies that launch and get market resonance quickly and then explode are what investors want. If you’ve been in business for five years without blowing up, your idea seems un-sexy. They might think the market is not responding to your product.

First off, don’t panic. Some startups – in hardware, deep tech AI and others – can legitimately take a long time to start up. Explain why the time was necessary. Was there a need to secure IP, or to build up R&D funding, or amass important datasets? Make a case for why now is actually a good time for your business to kick in – and make it clear you are ready to deliver and break out above the launchpad. 

Just because your business is older doesn’t mean it’s dead. It's all about how you present your journey and future potential. Be clear, pitch your story well, and most importantly demonstrate to the investor why you're ready to make a big impact now.