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There can be many reasons that an investment firm may want to provide funding, but the main reason will always be that the business receiving the funding will be sound and able to pay back the funding with interest under specified terms. Investment firms are strictly what they say they are – firms for INVESTMENT. They are in the business of making money. Therefore, the business asking for the funding must show the ability to pay the debt back with interest.
A business can be a good investment through showing at least the past 5 years of financial documents, showing the busines plan (which needs to include the goals and mission of the organization), and the plan for the future. The investment firm will also want to see the credit record of the business owners and business itself.