Long term finance: Debt or equity used to finance the purchase of non-current assets or finance expansion plans. Do you know what kind of investors you want associated with your business? There are a lot of companies which like to have powerful executives or financiers as investors, and then turn around and find them to be more aggravation than they are worth. Other business owners look to friends and family as a source of start up money. However, investing in start-ups can be risky, and relationships can become strained if they start to lose money.