How to Find Advisors for Your Startup


How to Find Advisors for Your Startup

Discover the transformative impact of startup advisors. Dive into their pivotal roles, benefits, and how to forge successful relationships. Start thriving today!

In the thrilling world of startups, the journey from idea inception to a market-ready product or service is often romanticized. We've all heard the success stories of entrepreneurs who started with nothing but a dream and sheer determination. But behind every Elon Musk or Mark Zuckerberg, there's a chorus of voices—those of experienced advisors—who played pivotal roles in guiding these ambitious leaders toward their goals.

Having advisors for your startup isn't about having a safety net, but rather about equipping yourself with a compass in the often tumultuous seas of the business world. These are the seasoned captains who've navigated these waters before, seen the storms you might not yet anticipate, and understand the strategies to sail through or around them. They provide perspective when you're too deep in the weeds, offer connections that can open doors, and challenge your ideas to ensure they're robust and scalable.

This isn't to say that entrepreneurs can't succeed without advisors. Many do. But why venture into unknown territory without a map or a guide? In this blog, we’ll delve into the intricacies of finding the right advisors for your startup, tapping into their reservoirs of knowledge, and cultivating relationships that benefit both parties.

But before we dive in, let's first demystify what exactly we mean by "advisors" and why their role can be paramount to a startup's success. Shall we?

Infographic: How to Find Advisors for Your Startup
Infographic: How to Find Advisors for Your Startup

Understanding the Role of an Startup Advisor

Navigating the startup ecosystem is akin to maneuvering through a labyrinth. There are decisions to make at every turn, and each choice can significantly impact the trajectory of your business. In such a complex environment, the role of an advisor emerges as that of a lighthouse, guiding ships safely through the tumultuous seas of entrepreneurship.

But who exactly is an advisor? And how do they differ from mentors, coaches, or consultants? Let’s break it down.

Infographic: Understanding the Role of an Advisor
Infographic: Understanding the Role of an Advisor

Differentiation Between Mentors, Advisors, Coaches, and Consultants

  • Mentors: Typically, mentors offer guidance based on their personal experiences and lessons. They may not necessarily have expertise in your specific industry, but they offer general wisdom and often act as sounding boards.
  • Advisors: These are industry-specific experts who provide guidance based on their knowledge and experience in your field. They not only offer wisdom but also connections, resources, and specific actionable insights tailored to your business needs.
  • Coaches: Coaches focus on enhancing your personal and professional growth. They help you develop skills, overcome challenges, and can work on both business and personal aspects of your entrepreneurial journey.
  • Consultants: They are usually hired professionals with expertise in a particular area, like marketing or finance, or startup consultants who focus on helping you build your dream. Consultants work on specific problems, offer solutions, and are generally project-based.

The Value an Advisor Brings

  • Expertise: Advisors come with a wealth of knowledge in specific industries or domains. Their expertise can help you avoid common pitfalls, make informed decisions, and leverage best practices that can set you apart from competitors.
  • Networking: One of the most potent tools in business is the power of a strong network. Advisors, with their years of experience, can introduce you to valuable contacts, potential partners, or even customers, opening doors that might otherwise remain shut.
  • Guidance: While you're deeply engrossed in building and running your startup, an advisor provides an external, often objective, perspective. This bird's-eye view can be invaluable in guiding the strategic direction of your company.
  • Credibility: Especially for startups seeking investments, having a recognized industry expert as an advisor can bolster your credibility in the eyes of potential investors or partners.

Embracing an Advisory Role

Advisors are not there to make decisions for you but to provide insights, perspective, and recommendations. It's essential to understand that while their advice is invaluable, the ultimate decisions lie with you, the entrepreneur. Embracing this dynamic ensures a healthy and productive relationship where both parties understand their boundaries and roles.

In the chapters to come, we will delve deeper into identifying the type of advisors best suited for your startup and how to effectively onboard them into your entrepreneurial journey. But for now, understanding their pivotal role is the first step towards harnessing their potential for your startup’s success.

Determining the Kind of Advisors You Need

It's one thing to recognize the importance of advisors, but discerning the type of expertise you truly need can feel like trying to find a needle in a haystack. How do you move beyond the generic realm of "needing help" to pinpointing the exact guidance your startup requires? As with most entrepreneurial endeavors, it begins with introspection and a touch of strategic thinking.

Infographic: Determining the Kind of Advisors You Need
Infographic: Determining the Kind of Advisors You Need

Assessing Your Startup's Strengths and Weaknesses

  • Self-evaluation: Begin by listing out areas where you feel most confident, and those where you feel lost or unsure. This simple exercise can be enlightening. Often, we overlook our blind spots because we're too busy managing day-to-day operations.
  • Team's input: Encourage your core team members to offer their views on the company's strengths and weaknesses. They might observe things that you've missed or offer a different perspective on priorities.
  • Feedback from the outer circle: This could include beta testers, early customers, or even peers in the startup world. External feedback can shed light on areas you hadn't considered before.

Identifying Knowledge or Experience Gaps

  • Industry-specific insights: Are there nuances of your industry that you're not well-versed in? Perhaps regulatory hurdles, emerging technologies, or evolving customer behaviors?
  • Operational expertise: Are there operational aspects of your business, such as supply chain management, HR processes, or financial planning, where guidance might be beneficial?
  • Growth strategies: As you plan for scaling, do you know the best practices or pitfalls to avoid? An advisor with experience in scaling businesses can be invaluable here.

Categorizing Needs

  • Sector-specific vs. General Business Advisors:
  • Sector-specific advisors provide guidance tailored to your industry. They understand the intricacies, competitors, and market dynamics inherent to your field.
  • General business advisors offer broader business wisdom. They can assist with universal business challenges like leadership, team building, or corporate strategy.
  • Short-term vs. Long-term Needs: Some challenges might be immediate but temporary, while others could be more enduring. Decide whether you need an advisor for a brief, intensive period or a longer, more sustained relationship.

Cultural and Vision Alignment

While skills and expertise are paramount, it's also crucial to find advisors who align with your startup's culture and long-term vision. They should be people who not just understand where you want to go but also believe in your mission and approach.

Setting Clear Expectations

Before seeking out advisors, be clear about what you expect from them. Are you looking for weekly meetings, strategic insights, network introductions, or a combination of these? Setting these expectations upfront helps in finding advisors who can truly meet your needs.

In essence, by taking a structured approach to identify the kind of advisors you need, you not only make your search more efficient but also maximize the chances of forming productive advisory relationships. Remember, the goal isn't just to find advisors—it's to find the right advisors who can catalyze your startup's journey to success.

Infographic: Setting Clear Expectations
Infographic: Setting Clear Expectations

Where to Find Advisors

Having determined the type of advisors you need, the next step is the search. But where does one start? The entrepreneurial ecosystem is vast, and the sheer number of potential advisors can be overwhelming. However, with a bit of strategic effort, you can tap into various networks and platforms to find those perfectly aligned with your startup's mission and needs.

Infographic: Where to Find Advisors
Infographic: Where to Find Advisors

Networking Events & Conferences

  • Industry-specific gatherings: Attend conferences, workshops, and seminars related to your sector. Not only do these events provide learning opportunities, but they also bring together industry veterans who can be potential advisors.
  • Startup and entrepreneur-focused events: Platforms like Startup Grind, TechCrunch Disrupt, or local entrepreneurial meetups are excellent places to meet seasoned entrepreneurs and industry experts.
  • Alumni gatherings: Your own school or university alumni network can be a goldmine of experienced professionals, many of whom might be open to advisory roles.

Online Platforms

  • LinkedIn: The premier platform for professional networking, LinkedIn allows you to connect with industry leaders, view their backgrounds, and initiate conversations. Joining relevant groups or following industry-specific hashtags can also help surface potential advisors.
  • AngelList: Primarily known for connecting startups with investors, AngelList also has a network of professionals offering advisory services.
  • Industry-specific forums and websites: Depending on your sector, there might be dedicated online communities or websites where professionals gather to discuss trends, challenges, and opportunities.

Startup Incubators and Accelerators

  • Program benefits: Many incubators and accelerators, such as Y Combinator, Techstars, or 500 Startups, offer mentorship as a part of their program. Enrolling in these can give you access to a curated list of seasoned advisors.
  • Alumni networks: Even if you're not a part of an accelerator, reaching out to their alumni can yield recommendations. Those who've been through the program might have insights into advisors who are a good fit for startups in your domain.


  • Personal networks: Never underestimate the power of word-of-mouth. Talk to fellow entrepreneurs, friends, or even family. Someone might know just the person you're looking for.
  • Existing advisors: If you already have an advisor onboard, they might know other experts in different fields who can be beneficial for your startup.
  • Professional associations: If you're a part of any industry associations or groups, they can often connect you with potential advisors or offer directories of experts.

Universities and Research Institutions

  • Faculty connections: Professors or researchers in fields relevant to your startup can be invaluable advisors. They not only bring academic expertise but often have industry connections and insights into the latest trends and technologies.
  • Entrepreneurship centers: Many universities now have centers dedicated to entrepreneurship. These hubs often host events, workshops, and have networks of professionals associated with them.

In summation, finding the right advisor is somewhat like matchmaking. It's about aligning needs, expectations, and personalities. And while the search might require effort, remember that every conversation, whether it leads to an advisory relationship or not, is an opportunity to learn and grow. With persistence and a clear vision of what you're seeking, you're well on your way to finding advisors who can propel your startup to new heights.

Approaching Potential Advisors

Finding potential advisors is only half the battle. The next step, reaching out and initiating a conversation, can often feel daunting. After all, many of these professionals are inundated with offers, requests, and inquiries. So how do you stand out and make a genuine connection? Let's explore.

Infographic: Approaching Potential Advisors
Infographic: Approaching Potential Advisors

Craft a Personalized Message

  • Do Your Homework: Before reaching out, understand their professional journey, areas of expertise, and any mutual connections or interests.
  • Be Genuine: Explain why you believe they'd be a great fit for your startup. Referencing their past work or accomplishments can show you've done your due diligence.
  • Be Concise: While it's essential to provide context, respect their time by being direct and concise.

Articulate Your Vision and Needs

  • Clear Proposition: Clearly state what you're seeking from the advisory relationship. Is it their technical expertise, industry connections, or strategic guidance?
  • Share Your Vision: Potential advisors will be more inclined to engage if they believe in your startup's mission and see where they fit in.

Use Warm Introductions When Possible

  • Leverage Mutual Connections: If you have mutual acquaintances, ask for an introduction. Warm introductions increase the likelihood of your message being well-received.
  • Event or Workshop References: If you've attended a talk or workshop where they presented, mention it. It creates a common point of reference.

Offer Mutual Value

  • Equity or Compensation: Some advisors may seek equity in your startup or monetary compensation for their time and expertise. Be transparent about what you can offer.
  • Knowledge Exchange: Maybe you possess insights or skills they'd find valuable. An advisory relationship can be a two-way street.
  • Networking Opportunities: Highlight how they can also benefit from being associated with your startup, such as through networking events or industry connections.

Be Respectful of Their Time

  • Schedule Conveniently: When proposing meetings, be flexible and considerate of their schedule. Tools like Calendly can be handy to let them choose a suitable time.
  • Prepare in Advance: If they agree to a meeting, be well-prepared. Have a clear agenda and desired outcomes to make the most of the time.

Be Open to Feedback

  • Initial Rejections: Not every potential advisor will be interested or available. Respect their decision without burning bridges.
  • Constructive Criticism: Some might provide feedback on your approach, business model, or product. Embrace it. Feedback is a gift, especially from seasoned professionals.

Follow Up Thoughtfully

  • Express Gratitude: Whether they agree to advise or not, thank them for their time and consideration.
  • Stay Connected: Even if they can't commit now, keeping them updated on your startup's milestones can pave the way for potential collaborations in the future.

In essence, approaching potential advisors requires a blend of tact, transparency, and genuine enthusiasm. By showcasing not just the value they bring to your startup but also the mutual benefits of the relationship, you can initiate meaningful dialogues that could shape the trajectory of your entrepreneurial journey. Remember, it's not just about acquiring an advisor; it's about forging a partnership that benefits both parties.

Formalizing the Advisory Relationship

Once you've identified and approached a potential advisor, and there's mutual interest in moving forward, it's time to solidify the relationship. But how do you transition from informal chats to a formal advisory role? Just as with any professional commitment, setting clear terms, expectations, and boundaries will ensure a productive and harmonious partnership.

Infographic: Formalizing the Advisory Relationship
Infographic: Formalizing the Advisory Relationship

Drafting an Advisor Agreement

  • Define the Role: Clearly state the responsibilities and expectations. This includes the areas they'll advise on, frequency of meetings, and any other specific tasks or contributions.
  • Compensation: Detail out any remuneration, whether it's in the form of equity, a monthly retainer, hourly fees, or other compensation structures.
  • Duration & Commitment: Specify the length of the advisory relationship and the expected time commitment per month or quarter.
  • Confidentiality: Include confidentiality clauses to protect your startup's sensitive information.
  • Termination: Outline terms under which either party can end the advisory relationship, ensuring a clear exit path if things don't work out.

Equity Considerations

  • Vesting: If offering equity, consider using a vesting schedule. This ensures the advisor remains committed and earns their equity over time.
  • Equity Percentage: The amount of equity offered varies, but typically, advisors can receive anywhere from 0.1% to 1% (or more in rare cases) depending on their role, involvement, and the startup's stage.
  • Clarity on Dilution: Be upfront about potential dilution in future investment rounds.

Setting Communication Parameters

  • Mode of Communication: Decide whether meetings will be in-person, over the phone, or via video conferencing. Consider the use of tools like Slack or Trello for ongoing communication and task management.
  • Frequency: Determine how often you'll meet or communicate. While some relationships may require weekly touchpoints, others might be monthly or quarterly deep dives.
  • Feedback Loops: Establish a process for providing and receiving feedback to ensure continuous improvement in the relationship.

Integrate with the Team

  • Introduction: Introduce the advisor to your team. This fosters trust and ensures everyone is aligned.
  • Collaborative Tools: If they'll be collaborating directly with team members, provide access to necessary platforms like project management tools or internal communication channels.

Review & Reevaluate

  • Regular Check-ins: Set milestones or periods (e.g., every 6 months) to review the relationship. Discuss what's working, areas of improvement, and any changing needs or priorities.
  • Adaptability: The needs of a startup can evolve rapidly. Be open to adjusting the advisory relationship as required, ensuring it remains beneficial for both parties.

In summation, formalizing the advisory relationship might seem like a bureaucratic step, but in reality, it's about laying a foundation of clarity and trust. With clearly defined roles, responsibilities, and expectations, both the startup and the advisor can confidently navigate their partnership, maximizing value and minimizing misunderstandings. By ensuring all parties are on the same page from the outset, you're setting the stage for a fruitful and lasting collaboration.

Maintaining a Productive Relationship

Securing an advisor for your startup is a significant achievement, but it's just the beginning. The real value of this relationship unfolds over time and is contingent on mutual respect, open communication, and ongoing engagement. Here's how you can ensure the relationship remains productive and beneficial for both parties:

Infographic: Maintaining a Productive Relationship
Infographic: Maintaining a Productive Relationship

Open and Regular Communication

  • Scheduled Check-ins: Regular meetings, whether weekly, monthly, or quarterly, keep the advisor updated on progress and challenges, allowing them to offer timely insights.
  • Ad Hoc Discussions: Create an environment where both parties feel comfortable reaching out for impromptu discussions when urgent issues or opportunities arise.
  • Feedback Loop: Encourage a two-way feedback mechanism. Just as you value their insights, your advisor should feel they can provide feedback or express concerns without reservation.

Set Clear Expectations

  • Role Clarity: Reiterate and, if necessary, refine the advisor's role periodically. This ensures they're focusing their energy where it’s most needed.
  • Outcome-Oriented: Define what success looks like for both sides. Is it a particular strategic move, introductions to a network, product refinement, or something else?

Foster Mutual Respect

  • Value Their Time: While your startup is your main focus, remember that advisors often have other commitments. Ensure you're punctual for meetings and prepared with a clear agenda.
  • Acknowledge Expertise: Recognize and appreciate their contributions. A simple thank you or acknowledgment can go a long way.

Keep Them in the Loop

  • Milestone Updates: Share major achievements, pivots, or challenges. Celebrate wins together and brainstorm solutions for hurdles.
  • Company Newsletters: Consider adding them to an advisor-specific mailing list, updating them on recent developments, team news, and other pertinent information.

Be Receptive to Advice

  • Open-mindedness: While you might not always agree with their perspective, approach every piece of advice with an open mind and consider its merits.
  • Actionable Insights: Even if some recommendations aren't immediately implementable, they might be valuable down the road. Keep a record of insights and revisit them periodically.

Facilitate Their Involvement

  • Integration with Teams: If relevant, enable them to interact with different departments or teams. This can provide a holistic view of the business, leading to more comprehensive advice.
  • Networking Opportunities: Invite them to significant company events, launches, or gatherings. Their presence can be both motivational for the team and beneficial for external relations.

Periodically Re-evaluate the Relationship

  • Check-in on Goals: Ensure both parties feel the relationship is meeting the goals set out at the onset.
  • Adapt and Evolve: As your startup grows, its needs may change. The advisory relationship should be flexible enough to adapt to these shifts.

In essence, maintaining a productive advisory relationship is an ongoing effort that requires intention, transparency, and commitment. By prioritizing open communication, recognizing and valuing their contributions, and ensuring they're well-integrated into the fabric of your startup, you can harness the full potential of this partnership. Remember, a successful advisor-startup relationship is symbiotic, and nurturing this bond can significantly impact the trajectory of your business.

When and How to Part Ways

All good things, including advisory relationships, might eventually come to an end. Sometimes it's due to the natural evolution of your startup's needs, and other times it may be due to unforeseen circumstances or misalignments. Regardless of the reason, it's essential to handle the departure gracefully, ensuring both parties part on good terms.

Infographic: When and How to Part Ways

Recognizing the Signs

  • Changing Needs: Your startup's requirements may evolve beyond the advisor's area of expertise.
  • Reduced Engagement: If meetings become less frequent or the advisor's involvement wanes, it might be a sign that the relationship has run its course.
  • Differing Visions: Fundamental disagreements on the startup's direction might indicate a need for change.

Open Dialogue

  • Direct Communication: Instead of silently brooding over issues, initiate a candid conversation about any concerns or misalignments.
  • Feedback: Ask for feedback on your startup's direction and provide your perspective on the advisory relationship. This can often lead to clarity for both sides.

Revisit the Advisor Agreement

  • Review Terms: Reflect on the agreement's termination clauses and ensure you understand any commitments or obligations on both ends.
  • Equity Arrangements: Understand any vesting schedules or equity arrangements that might need to be addressed.

Handle with Grace and Professionalism

  • No Blame Game: Avoid laying blame or getting overly emotional. Remember, most relationships have their seasons.
  • Express Gratitude: Regardless of the circumstances, acknowledge the value and insights the advisor brought to your startup.

Formalize the Departure

  • Written Communication: Send a formal note or letter outlining the decision to part ways, ensuring there's a record of the conclusion of the relationship.
  • Transition Period: Depending on the advisor's role, consider having a transition period where they hand over any ongoing tasks or responsibilities.

Maintain the Network

  • Stay Connected: Just because the formal advisory role has ended doesn't mean you should lose the connection. Keep in touch, update them on major milestones, and ensure the relationship remains positive.
  • Referrals: They might still be able to introduce you to other potential advisors or business opportunities in the future.

Reflect and Learn

  • Post-Relationship Review: Reflect on the relationship's successes and challenges, helping you refine your approach for future advisory engagements.
  • Seek Team Feedback: Engage your team in understanding what worked and what didn’t. Their insights can be valuable in shaping future partnerships.

In summation, parting ways with an advisor is a sensitive process that requires tact, respect, and professionalism. By addressing the situation head-on, with gratitude and clarity, you can ensure the end of the advisory relationship doesn't lead to burned bridges. Instead, it can open doors to new opportunities and insights as your startup continues to grow and evolve.

Key Takeaways

Navigating the intricate journey of integrating an advisor into your startup is both an art and a science. Let's distill the insights gained throughout this guide into bite-sized, actionable takeaways:

  1. Understand the Advisor's Role: Before seeking out an advisor, comprehend the specific value they can bring, whether it's industry insights, networking opportunities, or strategic direction.
  2. Tailor Your Search: Not every advisor is right for every startup. Identify the skills, experiences, and attributes that align best with your startup's current needs and future aspirations.
  3. Look in the Right Places: From industry events to online platforms, expand your search for advisors beyond your immediate network to access a diverse range of talents.
  4. Approach with Precision: A well-crafted, genuine pitch can make all the difference. Be clear about your startup's vision and how the advisor fits into that picture.
  5. Lay a Solid Foundation: Once you've found a potential match, formalize the relationship. Clearly drafted agreements ensure both parties are aligned in expectations and commitments.
  6. Foster Productivity: Keeping communication open, valuing the advisor's time and expertise, and continually aligning on goals can help maintain a thriving advisor-startup relationship.
  7. Amicable Departures: If the time comes to part ways, handle the process gracefully, maintaining respect and professionalism to preserve the relationship's positive aspects.
  8. Continuous Reflection: As with all aspects of running a startup, regular introspection is key. Periodically assess the advisor relationship's value and adjust as necessary.
  9. Maintain Networks: An advisor might transition out of an active role, but they can remain a valuable part of your extended network. Nurture these connections.
  10. Evolve and Adapt: The startup ecosystem is dynamic, and so are advisory needs. Stay agile, be ready to pivot, and continually seek out those who can guide you through the shifting landscape.

In essence, building and nurturing an effective advisor relationship can be a transformative experience for startups. When handled thoughtfully, these partnerships can provide invaluable guidance, open doors to new opportunities, and offer steadfast support in the turbulent journey of entrepreneurship. By internalizing and acting on these key takeaways, startups can be better positioned to leverage the full potential of advisory relationships.


The startup world is a thrilling yet challenging frontier, marked by rapid changes, intense competition, and boundless possibilities. In this landscape, the guidance of a seasoned advisor can serve as a lighthouse, helping entrepreneurs navigate treacherous waters and uncover hidden opportunities.

Throughout this guide, we've journeyed through the intricacies of identifying, engaging, maintaining, and when necessary, parting ways with advisors. Along the way, we've discovered that, much like other relationships, the advisor-startup bond is built on mutual respect, clear communication, shared vision, and a deep commitment to growth.

However, beyond the strategies and protocols lies a more profound truth: Advisors are not just transactional entities or mere extensions of your business strategy. They're partners in your dream, collaborators in your mission, and often, they become mentors for life. This relationship, therefore, deserves the same care, diligence, and respect that one would afford to any significant partnership.

As you step back into the dynamic world of startups, armed with these insights, remember that the journey of entrepreneurship, though individual, is not meant to be walked alone. Surrounding oneself with the right minds and hearts can make all the difference between merely surviving and truly thriving.

In the end, your startup's success is not solely determined by the product you create, the market you tap into, or even the funds you raise. It's about the community you build around it — and advisors play an integral role in this endeavor.

Thank you for embarking on this journey with us. Here's to the bright future of your startup, illuminated by the wisdom and guidance of exceptional advisors.

How to Find Advisors for Your Startup

Key Takeaways

Significance of Advisors: In the dynamic startup ecosystem, advisors act as lighthouses, guiding entrepreneurs with their expertise, connections, and actionable insights. They offer a fresh perspective, challenge ideas, and help navigate potential business pitfalls.

Differentiating Advisors from Others: Advisors are industry-specific experts, distinct from mentors (who offer general wisdom), coaches (focused on personal and professional growth), and consultants (project-based experts). Advisors offer tailored insights and resources specific to a startup's needs.

Identifying the Right Advisors: It's essential to assess a startup's strengths and weaknesses, recognize knowledge gaps, and categorize needs (sector-specific vs. general, short-term vs. long-term). Advisors should align with the startup's culture and vision.

Engaging and Nurturing the Relationship: Once potential advisors are identified, approach them with a personalized, genuine message articulating your vision. Formalize the relationship with clear agreements, maintaining open communication, setting expectations, and ensuring mutual respect. Regular evaluations ensure the relationship remains productive.

Parting Ways and Reflection: Recognizing when the advisory relationship is no longer beneficial and handling the departure gracefully is key. Maintain the network even after the formal relationship ends, and continuously reflect on and adapt the advisory partnership as the startup evolves.

Key Takeaways


Answers, To The Most Asked Questions

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What's the difference between an advisor and a board member?

How do I compensate an advisor if I can't afford to pay them?

How can I ensure that the advisor remains committed to my startup?

Can a startup have multiple advisors?

What should I do if there's a disagreement or conflict with my advisor?

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