ABSTRACT
This chapter examines what drives decisions and commitments made by entrepreneurs and investors, opposite sides to the same business coin. It delves deeply into key information and analysis normally undertaken by investors when assessing an industry, and a company investment proposal, and points out the critical different between entrepreneurs (creative, energetic at fundraising and great at pitching) compared to senior management, responsible for running a company on a day-to-day basis. The different drivers behind producers, sales companies and distributors are examined. The case study is a reflective post mortem recalled and written first-hand by the author, examining the decline and fall of award-winning independent film company Renaissance Films as it went from success at raising £24.5m in 1999/2000 to losing the entire sum six years later.
