Investor Profiles: John Peters
In today’s investor profile, we’re thrilled to introduce John Peters, Chairman and President of the Sacramento Angels, one of California’s leading angel groups. With deep experience in early-stage investments, John sheds light on what the Sacramento Angels group looks for in startups, his approach to investment, and his advice for founders.
The History of the Sacramento Angels: From Early Days to Expansion
How did the Sacramento Angels get started, and what has been its trajectory?
The Sacramento Angels was founded in 1998. Angel groups were rare at the time, but we saw the potential for a more collaborative approach to supporting and investing in startups. We started with a small group of passionate investors and gradually built a reputation. In 2018, we introduced a new LLC investment model. This allowed flexibility in how much members individually invested which enabled more investment diversity across more companies. That increased engagement while also attracting more diverse, younger, mid-career professionals to our group. This shift has doubled our membership and made our process simpler for founders - just one check, one deal process, one cap table entry, and one point of contact for communication and follow-up.
What kind of companies do the Sacramento Angels invest in?
We keep a broad lens but tend to focus on the B2B, life sciences, and food/agriculture sectors. B2B software is especially popular because it offers a clear customer ROI, high-end revenue scalability, capital efficiency, and strong exit potential. Life sciences is also prominent—everything from AI in drug discovery to med-tech devices. Being close to UC Davis, we’ve naturally built strong connections in the food and ag space too.
What tends to make the Sacramento Angels excited about investing in a company?
Three things: a compelling team; a large, growing market; and a unique approach. Founders need to demonstrate a clear customer problem, addressable with a standout solution. We also want to see that the company can create and sustain a competitive advantage over the long term.
The Importance of the Founder
What are the key qualities you look for in a founder?
We want founders who are not only deeply knowledgeable about their industry but highly coachable. They should be competent and passionate, with unique insight into the customer problem they’re solving. It’s a red flag if a pitch feels too rehearsed; the best founders are open, quick on their feet, transparent, and honest. (Check out: 10 Common Pitch Deck Mistakes.)
What advice do you give to founders?
Get the story right. In early meetings, founders need to communicate a clear and compelling customer problem and show exactly how they address it in a unique way. It’s helpful to have a “bumper sticker” that concisely communicates what the business does and quickly gets the investor interested to hear more After investment, we emphasize staying transparent with updates. The best founders keep us informed, whether things are on track or off track, and where they need support. (Check out: The Founders Guide to Effective Investor Updates.)
Connecting & Community
How do the Sacramento Angels collaborate with other investor networks?
We’re part of the InSync network, a coalition of about 20 angel groups primarily on the West Coast. This collaboration helps startups access more resources and grow their funding rounds. The Sacramento Angels isn’t just about capital; our members—many are CEOs and executives—offer valuable operational expertise that startups genuinely value.
What’s the best way for founders to get in touch with you?
LinkedIn is a good way to reach me, and the Sacramento Angels accept applications directly through our website. We have seven funding cycles a year, so there’s always an opportunity to get on our radar.
We thank John Peters for his insights and his commitment to supporting early-stage startups. Founders looking to connect with the Sacramento Angels will find a dedicated partner in innovation and growth.
