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3Si invests in breakthrough innovations within early-stage ventures that can disrupt markets. We build our portfolio based on compelling people, transformative ideas, significant intellectual property, deep market understanding, and the opportunity for capital efficiency and leverage. 

Copyright © 2019 3Si. All Rights Reserved. 

3Si’s 6 Key Investment Criteria for Startups

1.) Management 


Management, or as we use it "the team." This is the single most important part of the investment criteria that we use to grade our potential investments. In teams, 3Si looks into both the depth/quality of the team, but also how diversified they are.  Teams need to have various skill sets. There needs to be a clear business focus, but also a very deep understanding of the industry the company works in.

Naturally, other aspects of entrepreneurs are also examined; how well are the people in the team prepared to work in the face of high risk and uncertainty, how well are they organized to pursue the opportunity, and how dynamic is the team if they need to change course and so on. One of the ways entrepreneurs can look at this is that when 3Si looks into early stage companies, there is seldom anything else to support the investment decision than a strong and a qualified team. It’s all about the people.

2.) Market Potential 


This is something that seems obvious to 3Si as a necessary criteria, yet frequently entrepreneurs overlook this. Since we look into high potential areas where we can exit our investments at a higher valuation – the demand for the company’s services need to be supported by a strong market.

There are a few other items we examine when we look at the market potential. For example, the growth and/or internal dynamics of the market, the level of competition, access to the market, what distribution mechanics work in the market and what at what stage is the market – timing is essential.

3.) Exit Potential 

Again, if you’re an entrepreneur – you need to have some idea of the a potential exit in mind, if you go looking for venture money. Basically, there are two ways to go about this – IPOs and M&As. IPOs or initial public offerings are the act of taking the company public to a stock exchange. M&As (mergers and acquisitions) are a lot more common these days than IPOs. Larger companies constantly buy smaller startups to either gain market share, revenue, technology or other important assets they may see valuable in your company.

4.) Business Model 

Business model translates to one thing for 3Si – how well are you able to make money from your venture. We look at two things when it comes to business models: the scalability of it and how well you can protect and differentiate it.

Scalability is the basis for any venture capital. It means that you’re able to create more revenues without increasing the costs in the same proportion. Thus, consultancy businesses are seldom able to attract venture money (and it almost never makes sense) as their business models do not scale. Differentiation and protection means that you’re able to build in unfair advantages and different kinds of customer lock-ins to keep your business ahead of the competition.

5.) Technology 


If you’re a technology startup, 3Si will also value you on your technology. 3Si will be looking at your technology team, how you protect your IPR, what kind of a role the technology plays in the equation (how much are you requiring consumer behaviour to change, for example) and if there is any technology risk involved (any unsolved areas of the technology that are needed for the solution to work at large).

6.) Finances 


The last criteria is the financial status of the company. There are four smaller points to look at and they are the use of the funds, financing terms, financial risk and the potential of a 10x return on investment.

The use of funds is important, because 3Si wants to see how you’ll be using the funds to grow your business. If you’re paying debt away, it’s probably not a good idea for an investor to be investing in your company. Financing terms are important and vary from investor to investor. These will be covered in more detail in the term sheet and are seldom one of the key points in the negotiations.

Financial risk means what kind of risks are involved with the current investment. These can be for example, if the company needs further financing to complete the R&D of its products, will there be a risk that market conditions will change and the company will need more funding, etc. Finally, the question on where 3Si makes our money – will the exit potential of the investment be many fold?



If you’re able to prepare for questions in the areas of these six points, you’ll be well prepared for negotiations around financing your startup through 3Si. While these criteria and their importance may vary from company to company – they are somewhat general for all venture capital companies in the industry.