With a downgrade in some valuations and a more challenging economic outlook, angel investors are increasingly rigorous with the startups they are backing.
This means that after a few years of future-gazing and hype alone driving some investment rounds, genuine traction is squarely back in the back in the conversation. Early stage startups especially need to be able to demonstrate their potential investability with tangible proof points of momentum.
The Oxford languages dictionary definition of ‘traction’ is ‘the extent to which an idea, product, etc. gains popularity or acceptance’. Investors will be looking for the metrics or KPIs that best demonstrate these are being achieved.