Entrepreneurial marketing mix in Fundraising from business angels

Finance is one of the major concerns of entrepreneurs. Business angels play an important role in providing funds for entrepreneurs in the early stages of the business. Entrepreneurs need to develop marketing strategies and tools that go beyond the traditional customer definitions and should target any organizations or person that can have a positive impact on their ventures. Besides the customers, entrepreneurial marketing would concern other vital stakeholders, including business angels. The purpose of this research was to conceptualizing entrepreneurial marketing mix to seduce angel investors and fundraise from them. By applying a multiple case study method, we researched four business angels and seven entrepreneurs. Our findings show that the capabilities and characteristics of the entrepreneur, team, commitment, and presentation are the elements of the entrepreneurial marketing mix in financing from business angels