Investment due diligence is a structured evaluation process that helps investors assess risks and opportunities before committing capital. The goal is to make informed decisions and minimize surprises.
For institutional investors, private equity firms, or venture capitalists, due diligence isn’t optional—it’s a necessary step to avoid bad deals. Skipping it can lead to losses, regulatory troubles, or investing in businesses that fail to deliver.
Due Diligence Process in Venture Capital
Venture capital (VC) investments come with high risk, so due diligence is critical. VC firms use a three-stage process to evaluate startups:
1. Screening Due Diligence
The initial screening process is a crucial first step in the investment due diligence process. Investors use this stage to quickly assess whether a startup is worth a deeper evaluation.
It serves as an early filter to eliminate businesses that lack scalability, operate in declining markets, or have inexperienced leadership.
Assessing Investment Fit
Investors begin by reviewing a startup’s pitch deck, market potential, and founding team to determine if the business aligns with their investment thesis.
If a company does not demonstrate scalability, a viable market opportunity, or strong leadership, it is unlikely to progress beyond this stage.
Evaluating the Problem & Competitive Edge
A key part of this process is determining whether the startup solves a real problem and offers a unique, sustainable competitive advantage. Investors analyze:
- Industry trends – Is the market growing or shrinking? Charm.io’s software which tracks every brand in the ecommerce space and on TikTok Shop can provide invaluable insight into the consumer trends that shape the market.
- Customer demand – Is there a clear need for the product or service?
- Barriers to entry – How difficult is it for competitors to replicate the business model? Charm.io also provides in-depth insights into similar brands so you can easily see the competitors in the space.
Market Size & Growth Potential
Investors favor startups that target large addressable markets with significant room for expansion. Companies in high-growth industries with a scalable model have a better chance of attracting funding. Key factors considered include:
- Market size and potential demand
- Early traction indicators (e.g., revenue growth, user engagement, partnerships)
- Competitive positioning within the industry
Filtering Out Weak Candidates
The initial screening process is fast-paced and highly selective. Investors eliminate startups that lack a clear market fit, competitive differentiation, or compelling value proposition.
Companies that pass this phase move on to deeper due diligence, where financials, legal aspects, and operations are scrutinized in greater detail.
2. Business Due Diligence
Once a startup clears the initial screening, investors conduct business due diligence to gain a deeper understanding of its financial health, market traction, and long-term viability.
This phase helps determine whether the startup has a sustainable model, strong market positioning, and realistic growth potential.
Many investors use Charm to conduct due diligence for new investment opportunities. The platform provides them with the data points they need to assess if the brands are growing fast enough (based on the Charm Growth Score™) or are successful enough (based on the Charm Success Score™) to be a good fit for their investment portfolio. Investors also use data points like website traffic, product pricing, ad spend, TikTok Shop sales, and reseller distribution data to properly source these investment opportunities.
Assessing the Problem-Solution Fit
Investors first re-examine the core problem the startup aims to solve. A business with a clear, urgent problem and a unique solution is more likely to succeed. They evaluate:
- Market need – Is the startup addressing a real pain point?
- Competitive differentiation – What makes its solution better than alternatives?
- Defensibility – Can the startup maintain its advantage over time?
Customer Traction & Market Adoption
A startup’s ability to attract and retain customers is a key indicator of future success. Investors assess:
- Customer base size and growth – Is there demand for the product?
- Engagement metrics – How frequently do customers use it?
- Revenue sources – Are customers willing to pay for the solution?
Evaluating Financial Health & Scalability
Investors closely analyze financials to determine the company’s sustainability and growth potential. Key financial questions include:
- Are revenue projections realistic? Startups often provide aggressive forecasts, but investors look for data-backed growth assumptions.
- What’s the burn rate? A high burn rate without clear revenue growth signals financial instability.
- How long until the company needs more funding? If a startup is running out of capital too quickly, it may struggle to secure additional rounds.
3. Legal Due Diligence
Legal due diligence is a critical phase in the investment process, as hidden legal risks can derail even the most promising startups.
Investors conduct an in-depth review of the company’s legal standing, intellectual property rights, compliance status, and key contracts to ensure the business is on solid ground.
Assessing Corporate Structure & Governance
One of the first steps in legal due diligence is verifying the company’s corporate structure and governance documents. Investors check:
- Company registration and ownership structure – Ensuring all legal documents, such as articles of incorporation and shareholder agreements, are in order.
- Cap table accuracy – Confirming equity distribution, including shares allocated to founders, investors, and employees.
- Board structure and governance policies – Reviewing decision-making authority and any potential conflicts of interest.
Intellectual Property, Compliance & Contracts
Startups must have clear ownership of their intellectual property (IP), regulatory compliance, and legally sound agreements to avoid future disputes. Investors examine:
Intellectual Property Ownership & Protection
- Patents, trademarks, and copyrights – Ensuring the startup has legal ownership of its technology, brand, and proprietary assets.
- IP disputes or risks – Identifying potential conflicts over ownership, especially if former employees or partners were involved in development.
- Confidentiality and non-compete agreements – Protecting trade secrets from competitors or departing employees.
Regulatory Compliance & Contractual Obligations
- Pending lawsuits or regulatory violations – Investors assess whether the startup is facing any legal actions that could impact its operations.
- Employment contracts and agreements – Ensuring compliance with labor laws and reviewing equity distribution in employment contracts.
- Partnership and customer agreements – Evaluating the legality of contracts with vendors, suppliers, and strategic partners.
Investment due diligence protects investors from risky deals and helps startups build credibility. In venture capital, it involves screening, business analysis, and legal review.
Startups that prepare in advance can streamline the process and improve their chances of securing funding. Investors, on the other hand, can avoid costly mistakes by sticking to a thorough evaluation process.
To further optimize your investment strategy, platforms like Charm.io provide real-time data and insights into market trends, company performance, and competitive analysis.
Whether you're evaluating potential investments or monitoring portfolio companies, Charm.io can help you make data-driven decisions with confidence. Book a demo today to ensure you invest in the right business.