Startup Advisors: Best Practices

Startup advisors can play a pivotal role in the success of early-stage companies, offering valuable guidance, mentorship and expertise. Their experience and industry knowledge can help startups overcome the challenges and hurdles of building a business. In this article, we will explore the best practices for startup advisors, their responsibilities and qualifications, recruiting qualified advisors, and strategies for establishing the working relationship.

Whether you’re a founder seeking guidance or an aspiring advisor looking to make a difference, these insights will provide valuable insights into maximizing the startup advisor relationship.

If you’re looking for legal counsel to draft an advisor agreement, feel free to reach out to us here.

The Role and Responsibilities of Startup Advisors

Startup advisors play a crucial role in assisting early-stage companies in achieving success. They provide guidance, mentorship and expertise to help startups overcome the challenges involved in building a business.

The specific responsibilities of a startup advisor may vary depending on the needs of the company they are working with. However, some common responsibilities include:

  • Offering strategic advice on business development, marketing and sales.
  • Introducing startups to potential investors or partners.
  • Assisting with the creation of a pitch deck or refining messaging.
  • Providing feedback on product development and user experience.
  • Helping source talent.
  • Assisting with fundraising efforts.
  • Educating on respective industries and ecosystems.
  • Connecting and brokering relationships with partners and vendors.

In addition to these specific responsibilities, startup advisors should be available to provide general support and guidance to founders as they navigate the ups and downs of building a business. This may involve regular check-ins or offering emotional support during challenging times.

Many Different Types of Startup Advisors

Startup advisors can come from various backgrounds and possess expertise in different areas. Here are some common types of startup advisors:

  • Industry Experts. These advisors have deep knowledge and experience within a specific industry relevant to the startup. They can provide insights on industry trends and best practices, and help navigate industry-specific challenges.
  • Serial Entrepreneurs. Advisors who have successfully launched and scaled their own startups can offer valuable guidance based on their firsthand experience. They understand the challenges and can provide advice on various aspects of running a startup.
  • Advisors with investment experience can provide valuable insights into the fundraising process, pitch deck preparation, valuation and investor relations. They may have connections to potential investors and can assist with strategic introductions.
  • Legal and Compliance Experts. Advisors with expertise in startup law and regulations can help navigate legal and compliance issues. They can provide guidance on structuring contracts, protecting intellectual property and ensuring regulatory compliance.
  • Marketing and Growth Specialists. Advisors with expertise in marketing and growth can help startups develop effective marketing strategies, customer acquisition plans and branding efforts. They can provide insights on digital marketing, growth hacking and customer retention strategies.
  • Financial and Accounting Professionals. Advisors with financial expertise can assist with financial modeling, budgeting and financial strategy. They can help startups with setting up a scalable accounting infrastructure and financial planning and analysis.
  • Technical and Product Development Experts. Advisors with technical backgrounds can provide guidance on product development, technology strategy and scalability. They can assist with technical architecture, product roadmaps and optimizing development processes.
  • HR and Talent Acquisition Specialists. Advisors who specialize in Human Resources and talent acquisition can assist startups in building strong teams, developing HR processes and attracting top talent. They can provide guidance on talent acquisition strategies, organizational development and employee retention.

These are just a few examples, and the specific advisors a startup engages will depend on its specific needs and challenges. It’s common for startups to have a combination of advisors from different backgrounds to cover various aspects of their business.

Qualities of an Effective Startup Advisor

The quality of advice and guidance provided by a startup advisor often determines the success of a startup. Here are some qualities that make for an effective startup advisor:

  • Experience. A great startup advisor should have proven success in building and scaling businesses, ideally within the same industry as the startup they are advising. This experience allows them to provide practical advice based on real-world challenges they have faced and overcome.
  • Industry Knowledge. In addition to experience, an effective startup advisor should possess deep knowledge of the industry in which the startup operates. This includes understanding market trends, the competitive landscape and the regulatory environment. With this knowledge, advisors can help startups identify opportunities and avoid potential pitfalls.
  • Strong Network. A startup advisor with a strong network can provide valuable connections and introductions to potential investors, team members, partners, and customers. By leveraging their network, advisors can help startups access resources and opportunities that may not have been available otherwise. This can be especially important for early-stage companies that may not have an established presence in their industry or market. A strong network can also provide access to talent, industry knowledge and insights that may not be readily available to the public.
  • Intellectual Honesty. Every advisor should have a commitment to truth and objectivity. That means presenting all relevant facts, even if they don’t support one’s preferred narrative or outcome. It’s about questioning assumptions, welcoming critique and seeking contrary perspectives to challenge the status quo and foster robust decision-making. For startups, the stakes are high and the margin for error is small. Leaders need advisors who can provide candid, objective advice — even when it’s not what they want to hear. A culture of intellectual honesty helps startups to avoid pitfalls, make well-informed decisions, and continuously learn and adapt.
  • Communication Skills. Effective communication is key to any successful relationship, including the one between a startup founder and their advisor. An effective startup advisor should be able to communicate clearly and concisely with founders, translating complex concepts into understandable terms. They should also be skilled at active listening, asking thoughtful questions to better understand the needs of the business.
  • There are many advisors that make offers to help a startup but don’t follow through. This type of advisor is a detriment to the company and a waste of time to the founders. Startups often face unexpected challenges that require quick thinking and decisive action. An advisor who is reliable, responsive and follows through can be a valuable asset in these situations, providing timely advice and support.

By possessing these qualities, an effective startup advisor can help early-stage companies navigate the challenges of building a business and increase their chances of success.

Finding the Right Startup Advisor for Your Business

Choosing the right startup advisor is critical to the success of your company. Here are some steps to find and select the right advisor:

  • Define Your Goals. To find the right startup advisor, first, define your goals. Determine the areas where you need assistance. Do you require expertise in a particular industry or market? Do you need help with fundraising or product development? Once you have clarity on your goals, you’re ready to search for advisors that can support these goals.
  • Research Potential Advisors. After defining your goals, research potential advisors. Look for advisors who have experience working with startups in your industry or market. You can use platforms like LinkedIn or AngelList to search for advisors and read their profiles and recommendations from other startups they have worked with. But generally advisors are either existing personal relationships of the founders or are referred by friends.
  • Reach Out and Connect. Identify potential advisors and reach out to them. Send an introductory email, introducing yourself and your company. Explain why you believe they would be a good fit as an advisor. Clearly state what you are looking for in an advisor, and inquire if they are interested in discussing further.
  • Have a Conversation. Schedule a call or meeting with an advisor who expresses interest in working with your company. Use this opportunity to learn more about their experience and expertise. Ask questions about how they can help your business achieve its goals.

Establishing a Successful Working Relationship with Your Startup Advisor

Once you have found the right startup advisor for your business, it’s important to establish a successful working relationship. That’s where the advisor agreement comes into play. Having an advisor agreement in place is essential for several reasons:

  • Clarity and Expectations. An advisor agreement helps establish clear expectations and outlines the scope of the advisor’s role and responsibilities. It ensures that both the startup company and the advisor are on the same page regarding the terms of the engagement, including the duration, deliverables, compensation and any specific commitments.
  • Protection of Intellectual Property. The advisor agreement can address issues related to intellectual property rights. It should include provisions such as a work product clause, stating that any work or contributions made by the advisor during their engagement belong to the company. This helps protect the startup’s intellectual property and ensures that all valuable assets developed during the advisory relationship are properly assigned to the company.
  • Confidentiality and Non-Disclosure. Confidentiality is crucial in a startup environment where sensitive information and trade secrets may be shared. An advisor agreement typically includes confidentiality and non-disclosure provisions, which allows for candid discussions with the advisor while safeguarding the company’s confidential information and preventing the advisor from disclosing it to third parties or misusing it for their benefit.
  • Termination and Transition. The advisor agreement should address termination conditions, including the circumstances under which either party can terminate the engagement and the notice period required. It should also define the process for transitioning the advisor’s responsibilities and returning any company property or information upon termination.
  • Equity and Compensation. If equity or compensation is part of the advisor’s arrangement, the advisor agreement should outline the specific terms, including the percentage of equity, vesting schedule, cash compensation (if applicable) and any other terms related to the financial aspects of the engagement. Generally speaking, it’s common for startup advisors to get an equity award between 0.1% to 0.5% of the startup’s outstanding stock.

By having an advisor agreement in place, both the startup company and the advisor can have a clear understanding of their rights, obligations and expectations. It minimizes misunderstandings, protects the company’s interests, and provides a framework for a productive and mutually beneficial advisor relationship. You should consult with legal counsel to draft or review the advisor agreement to ensure it aligns with applicable laws and adequately addresses the specific needs and circumstances of the startup and the advisor. If you’re looking for legal counsel to help with an advisor agreement, feel free to reach out to us here.


Startup advisors can be a valuable asset to early-stage companies as they navigate the challenges of building a business. By following the best practices outlined in this article, you can find the right advisor and establish a successful working relationship with them. Remember that an advisor agreement is essential to protect both the startup company and the advisor, and clarify expectations and obligations. With the right advisor by your side, you can increase your chances of success and achieve your business goals.

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