I'm a seasoned angel investor. Here's what I'm looking for from entrepreneurs — and what makes me turn them down.

I'm a seasoned angel investor. Here's what I'm looking for from entrepreneurs — and what makes me turn them down.

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This as-told-to essay is based on a transcribed conversation with William Reeve, 52, an angel investor based in North London. Reed is the CEO of the lettings platform Goodlord.co, and a non-executive director of the homeware retailer Dunelm. One of the companies he founded, LOVEFiLM, a DVD rental and streaming business, was acquired by Amazon in 2011 and reportedly valued at $312 million at the time. The following has been edited for length and clarity.

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