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3 Ways Investors Assess Your Business (That Have Nothing to Do With Money) An inside look at what potential investors want to see.

By Travis York

Opinions expressed by Entrepreneur contributors are their own.

Thomas Barwick | Getty Images

Why does an investor choose to invest in one business venture and pass on another?

For some investors, it can be an arduous process assessing a company's potential and trying to determine which has that unique mix of ingredients that will ultimately end in a success story. And many times, that process focuses squarely on the numbers.

But for me, it's all about the intangibles. Not the balance sheet. "Get rich quick" is not in my playbook. I'm not interested in a company with a manufactured idea. Do they make money? Sure. It may be lucrative, but for me, fast money isn't tempting.