In this episode we have two investment managers from Mercia Ventures, Adam Lovell (Series A Investor) and Kiran Mehta (Seed Investor). Mercia Ventures are Venture capital investment for ambitious businesses. They invest into vibrant early-stage and scale up businesses across the UK. They talk about their roles and experiences in investing, particularly in the fields of software, deep tech, and life sciences. Adam and Kiran share insights into Mercia Ventures' approach to investment, detailing their focus on seed and Series A stages and what they typically look for in companies at these stages. They also touch upon the importance of team structures, go-to-market strategies, and the challenges startups face in securing investment. The conversation reveals their advice for entrepreneurs seeking investment, emphasising realism, passion for the problem being solved, and the significance of aligning with the right investors. This episode provides a comprehensive overview of venture capital investment from the perspective of seasoned investors. The Start-Up Podcast Diaries Season 9 is proudly partnered with UK Cyber Week 2024.  Taking place on 17th-18th April 2024 at Olympia London,  join 3000+ cyber tech professionals, to explore the latest developments and equip attendees with the knowledge to protect their businesses. Follow The Start-Up Diaries Podcast on LinkedIn, Instagram, or find more free content from the Tech Recruitment Specialists powering The Start-Up Diaries - Burns Sheehan.