asper brothers team
Aleksander Furgal Published: 11 Aug 2023 11 min to read

Startup Advisors: Key Responsibilities and Skills to Help You Make the Best Choice

A recent study by the Global Entrepreneurship Monitor found that startups that work with experienced advisors are five times more likely to survive over three years.

Yet, the process of selecting and collaborating with the right advisors is far from straightforward.

As the startup landscape grows, the role of advisors has become increasingly pivotal. Startup advisors have emerged as essential guides, providing expertise and insights that can be instrumental in shaping a company’s trajectory.

This article aims to explore the nuanced considerations that startup founders must weigh when seeking to engage advisors. It offers a professional examination of the practical aspects, challenges, and benefits of hiring startup advisors, informed by real-world data and industry insights.

Who is a startup advisor?

A startup advisor is a seasoned professional who offers guidance, insights, and expertise to startup founders and teams.

They often have extensive experience in the industry, possessing specialized knowledge in areas such as business strategy, technology consulting, marketing, or finance.

Unlike mentors who may provide general encouragement and support, startup advisors are typically engaged to address specific challenges or opportunities within the startup and have a more formal and hands-on role in guiding you through various stages of growth.


# What can advisors provide for your startup?

Startup advisors play a crucial role in the early stages of a company’s development. Here’s why they are indispensable:

  • Expert Guidance: Startup advisors provide specialized knowledge and insights that can help you navigate complex challenges. For example, a legal advisor can guide you through regulatory compliance, ensuring that your startup operates within the bounds of the law.
  • Network Connections: With years of experience in the industry, startup advisors often have extensive networks. They can connect you with potential investors, partners, or other key stakeholders, opening doors that might otherwise remain closed.
  • Risk Mitigation: Startups are inherently risky, and making a wrong move can be costly. Advisors can help you identify potential pitfalls and develop strategies to avoid them. For instance, a financial advisor can assist in creating a robust budgeting plan to prevent overspending.
  • Objective Perspective: Unlike team members who are deeply involved in day-to-day operations, startup advisors offer an unbiased view. They can provide objective feedback on your business plan, marketing strategy, or product development, helping you make informed decisions.
  • Validation and Credibility: Having a reputable advisor on board can lend credibility to your startup, making it more attractive to investors and other stakeholders.
  • Moral Support: Starting a business is an emotional rollercoaster. Having an experienced advisor by your side can provide reassurance and encouragement, especially during difficult times.

Founders often approach the task of hiring a startup advisor with misconceptions about what qualifications are essential, prioritizing industry reputation over alignment with the startup’s unique needs and values. The common mistake of seeking a “one-size-fits-all” solution can lead to a mismatch that hinders growth rather than fosters it. Understanding the specific stage, goals, and culture of the startup is paramount in selecting an advisor who can truly drive success. Paul Jackowski CEO, ASPER BROTHERS Let's Talk


When do you need a startup advisor?

Recognizing when to bring an advisor on board is a crucial decision for your startup. The timing and context can significantly impact the effectiveness of the advisory relationship.

Identifying the need for an advisor is a nuanced process that requires careful consideration of your startup’s stage, challenges, and goals:

  • Assess Your Weaknesses: Analyze areas where your team lacks expertise or experience. An advisor can fill these gaps, providing specialized knowledge where needed.
  • Monitor Key Milestones: Consider engaging an advisor when approaching significant milestones, such as entering a new market or launching a major product update. Their guidance can be instrumental at these critical junctures.
  • Evaluate the Cost-Benefit: Hiring an advisor is an investment. Assess the potential return on this investment by weighing the benefits of their expertise against the costs involved, including time, equity, or financial compensation.

Remember, the right advisor at the right time can be a catalyst for success, propelling your startup forward with strategic insights and actionable guidance.


Additionally, a relationship with a startup advisor could prove useful regardless of whether you already have a product or not. Here’s how they can contribute in both these cases:

# During the ideation phase

When you’re at the stage of formulating a new idea, an advisor can provide invaluable insights to validate and refine your concept. They can help you:

  • Assess the market potential and feasibility of the idea.
  • Identify potential competitors and unique selling propositions.
  • Align the idea with industry trends and customer needs.
  • Provide feedback on the initial business model and monetization strategy.


# For an existing product

If you have an existing product, an advisor can assist in enhancing and scaling it by:

  • Analyzing current performance and identifying areas for improvement.
  • Suggesting strategies for market expansion and penetration.
  • Advising on product development, feature enhancements, and user experience optimization.
  • Connecting you with potential partners, distributors, or investors to accelerate growth.


Startup advisor responsibilities according to the startup stage

Startup advisors play diverse roles depending on the stage of your startup. Their involvement can range from high-level strategic guidance to hands-on assistance in specific areas.

By understanding these roles and aligning them with your startup’s stage, you can leverage advisors’ insights and connections to navigate the entrepreneurial journey with confidence and clarity.

Here’s a breakdown of the roles an advisor might play at various stages:

# Project & business planning

At the inception stage, advisors can assist in crafting a robust business plan and strategy. They can help you:

  • Define your vision, mission, and long-term goals.
  • Develop a competitive analysis and market positioning strategy.
  • Outline the financial projections and funding requirements.


# Project auditing

Advisors can provide oversight in project auditing, ensuring that quality standards and compliance requirements are met. Their role may include:

  • Reviewing processes and methodologies for efficiency.
  • Identifying potential risks and recommending mitigation strategies.
  • Ensuring adherence to legal and regulatory requirements.


# Recruitment

Building a strong team is vital, and advisors can guide you through the hiring process by:

  • Identifying key roles and competencies needed.
  • Assisting in candidate evaluation and selection.
  • Advising on compensation structures and employee retention strategies.


# Product design

Advisors with design expertise can contribute to the aesthetic and functional aspects of product design, including:

  • Providing insights into user experience and interface design.
  • Recommending design principles aligned with brand identity.
  • Guiding prototyping and user testing processes.


# Development process

Technical advisors can oversee the development process, ensuring that technology choices align with business goals. They can:

  • Evaluate technology stacks and development methodologies.
  • Provide guidance on scalability, security, and performance considerations.
  • Assist in vendor selection and technology partnership decisions.


# MVP creation

Advisors can support the creation of an MVP by:

  • Defining the core features and functionalities.
  • Guiding the development process to ensure timely delivery.
  • Assisting in initial market testing and feedback collection.


# Pitching

Crafting a compelling pitch deck is an art, and advisors can guide you in:

  • Developing a persuasive narrative and value proposition.
  • Preparing for investor meetings and pitch competitions.
  • Providing feedback and coaching on presentation skills.


# Investor searching

Finding the right investors is a critical task, and advisors can assist by:

  • Identifying potential investors aligned with your startup’s stage and industry.
  • Facilitating introductions and networking opportunities.
  • Advising on negotiation strategies and term sheet considerations.


# Scaling strategy

When it’s time to scale, advisors can provide strategic insights into growth and expansion, including:

  • Identifying new markets and channels for expansion.
  • Advising on organizational structure and operational readiness.
  • Guiding partnerships, acquisitions, or mergers to accelerate growth.


Top 7 skills and qualities of a good startup advisor

Selecting the right startup advisor requires careful consideration of their skills and qualities. An effective advisor is more than just an industry expert; they possess a unique blend of attributes that enable them to provide valuable guidance tailored to your startup’s needs.

Here’s a breakdown of the top skills and qualities to look for:

#1 Domain expertise

An effective advisor possesses specialized knowledge in areas relevant to your startup, such as technology, marketing, finance, or industry regulations. This expertise enables them to:

  • Provide insights based on current trends and best practices.
  • Offer targeted advice on specific challenges or opportunities.
  • Contribute to strategic decision-making with informed perspectives.


#2 Network building

The ability to build and leverage networks is a vital quality in a startup advisor. An advisor with strong network-building skills can:

  • Facilitate introductions to potential investors, partners, customers, or other industry experts.
  • Leverage their connections to provide insights into market trends, competitive landscapes, and potential opportunities.
  • Assist in building relationships that can accelerate your startup’s growth, enhance credibility, and provide access to valuable resources and knowledge.


#3 Low-ego personality

A good advisor prioritizes your startup’s needs and is willing to invest time and effort without overshadowing the team. Look for advisors who:

  • Demonstrate genuine interest and commitment to your startup’s success.
  • Provide constructive feedback without imposing their views.
  • Foster a collaborative and respectful relationship with the team.


#4 Ethical considerations

Integrity and transparency are paramount in an advisory relationship. An advisor with strong ethical principles will:

  • Maintain confidentiality and adhere to professional standards.
  • Be transparent about potential conflicts of interest.
  • Uphold the values and ethical guidelines of your startup.


#5 Communication skills

Effective communication is foundational to a successful advisory relationship. An advisor with strong communication skills will:

  • Clearly articulate ideas, feedback, and guidance in a manner that resonates with your team.
  • Foster open and honest dialogue, encouraging questions and collaborative discussions.
  • Adapt their communication style to suit different audiences, ensuring that complex concepts are conveyed in an accessible and understandable way.
  • Demonstrate active listening, showing empathy and understanding, and validating the perspectives of team members.


#6 Ability to apply lessons to different problems

An advisor’s ability to adapt their experiences to your startup’s unique challenges is a valuable skill. Look for advisors who can:

  • Draw from diverse experiences to provide relevant insights.
  • Customize their guidance to suit your startup’s specific context.
  • Demonstrate flexibility and creativity in problem-solving.


#7 Alignment with the startup’s values

An advisor’s values and approach should align with or complement your startup’s vision and culture. This alignment ensures:

  • A cohesive working relationship that resonates with your startup’s mission.
  • Mutual understanding and respect for shared goals and principles.
  • Enhanced collaboration and synergy in working towards common objectives.


Where to look for startup advisors

Finding the right startup advisor requires careful consideration of where to look and how to evaluate potential advisors.

Here’s a step-by-step guide to help you find the right startup advisors:

# Utilizing online platforms

Online platforms offer a vast pool of potential advisors. Here’s how to leverage them:

  • Search for industry experts, thought leaders, or professionals with relevant experience on platforms like LinkedIn and Twitter.
  • Engage with potential advisors by following their content, participating in discussions, or reaching out directly with a personalized message.
  • Evaluate their online presence, contributions, and credibility to gauge their suitability.


# Exploring offline channels

Offline channels provide opportunities to connect with potential advisors in person. Consider these strategies:

  • Attend industry conferences, networking events, or local meetups related to your startup’s field.
  • Prepare a clear and compelling pitch to introduce your startup and the advisory opportunity.
  • Foster relationships through genuine interactions and follow up with potential advisors after the event.


Tips for evaluating startup advisors

By carefully evaluating their skills and qualities, you can find an advisor who not only understands your industry but also aligns with your startup’s culture and goals. Make sure to take your time to go through these stages thoroughly.

  • Know your needs: Clearly define what you need from an advisor, whether it’s industry expertise, connections, or strategic guidance.
  • Consider diversity: Look for advisors with diverse backgrounds and perspectives to bring a well-rounded view to your startup.
  • Conduct interviews: Engage in in-depth interviews to assess the advisor’s understanding of your industry, their communication style, and their alignment with your startup’s values.
  • Set clear expectations: Outline what you expect from the advisor and ensure they have the skills and qualities to meet those expectations.
  • Negotiate terms: Be clear about compensation, whether it’s equity, payment, or a combination. Outline the terms in a formal agreement.
  • Check references: Speak with other startups or businesses the advisor has worked with to gauge their effectiveness, reliability, and impact.
  • Consider a trial period: If possible, engage the advisor on a trial basis to evaluate their fit with your team and their ability to deliver value.
  • Maintain ongoing communication: Regularly update and engage with your advisor to ensure a productive relationship.


# Misunderstandings and common pitfalls

Navigating the world of startup advisors can be fraught with misunderstandings and common pitfalls. Here’s what you need to be aware of:

  • The “Coffee Trap”: Engaging in endless meetings with potential advisors without discerning their true value can lead to wasted time and resources. It’s essential to have clear objectives and expectations from each interaction.
  • Misalignment of values and goals: Not all advisors will align with your startup’s values, goals, or stage of development. Careful evaluation is necessary to ensure that the advisor’s expertise and approach match your specific needs.
  • Equity and compensation missteps: Inappropriate or premature discussions about equity and compensation can derail an otherwise promising advisory relationship. Understanding the market norms and structuring the relationship properly is key to avoiding misunderstandings.
  • Failing to assess responsiveness and engagement: An advisor’s responsiveness and willingness to engage are vital indicators of their commitment. A lack of responsiveness may signal a lack of genuine interest or capability to assist your startup.

By being aware of these common pitfalls and taking proactive steps to avoid them, you can build a more effective and rewarding relationship with your startup advisors. The right advisors can provide invaluable support and guidance, but careful selection and management are key to realizing their full potential.


Structuring the advisory relationship

Once you’ve identified the right startup advisor, the next step is to effectively structure your relationship.

Taking the time to do so will set the foundation for a productive and rewarding collaboration. Make sure to approach this process with care, clarity, and a focus on building a partnership that contributes to your operations.

Here’s a guide to help you with this task:

# Balancing rewards and expectations

Determining the appropriate equity and compensation for advisors requires careful consideration. Here’s what to keep in mind:

  • Assess the market norms and the specific value the advisor brings to your startup.
  • Consider offering equity grants with vesting periods that align with the advisor’s expected contributions.
  • Balance the rewards with clear expectations, defining the advisor’s roles, responsibilities, and time commitment.


# Formal agreements

Formalizing the advisory relationship through legal agreements ensures clarity and protection for both parties. Consider the following:

  • Draft a clear and comprehensive advisory agreement that outlines the terms of engagement, including roles, responsibilities, compensation, and confidentiality.
  • Include Non-Disclosure Agreements (NDAs) to protect sensitive information.
  • Define clear communication guidelines, meeting schedules, and reporting mechanisms to ensure ongoing alignment.


# Ongoing engagement

Maintaining an effective advisory relationship requires regular communication and feedback. Here’s how to foster ongoing engagement:

  • Establish regular check-ins or meetings to discuss progress, challenges, and opportunities.
  • Encourage open and honest feedback, creating a collaborative environment where insights and ideas are freely exchanged.
  • Monitor the effectiveness of the advisory relationship, adapting as needed to ensure that it continues to add value to your startup.



The landscape of startups is ever-changing, and the role of startup advisors is becoming increasingly integral to this dynamic ecosystem. As startups continue to navigate complex markets, innovate, and scale, the insights and guidance of seasoned advisors will be paramount.

Looking ahead, the ability to effectively engage with advisors – aligning their expertise with a startup’s unique needs and vision – will be a distinguishing factor in a startup’s success. The future promises a more collaborative and interconnected business environment, where advisors will not only be mentors but strategic partners, driving innovation and growth.

Embracing this future requires a thoughtful approach to finding, engaging, and structuring advisory relationships, setting the stage for fruitful collaboration with advisors who resonate with your vision, complement your team’s strengths, and propel your startup toward success.


Call to action
Finding the perfect startup advisor for your unique needs can be a complex and daunting task. Contact us today for a FREE consultation. We’ll take the time to understand your specific challenges, goals, and vision, and provide personalized guidance to connect you with advisors who can truly propel your startup forward.

Aleksander Furgal

Content Specialist



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