On November 14th, Prof Andrew Maxwell was invited to share his insights into how to attract funding from Business Angels with 100 entrepreneurs attending the LaunchYU workshop.  Drawing on his research, he shared insights into the ways BAs, who often make decisions under time constraints, look to reject most opportunities before looking for reasons to invest. He highlighted the different types of factors considered by Business Angel, at each stage of a sequential decision process. One of the insights was the importance of developing a long term relationship between entrepreneur and BA, and the role of trust in enabling this relationship to commence and grow.