Private money financing includes Equity Investors, Private Financing and Crowdfunding. They contribute money in exchange for a percentage of equity, or ownership, in your company. Think Shark Tank, percentage of ownership based on risk, typically 20-60% is a viable option for startups as no tax returns are typically required, the “idea” might be enough to attract an investor. Investors will want to see value, such as a product with patents. In many cases they would prefer to see a tested and proven concept over just an idea.