Investors get pitched all kinds of opportunities, so they have a good grip on what makes one natural products startup a solid potential partner and another new brand a bomb. These are numbers people, so they’re looking for valuation estimates that are rock-solid and, most importantly, realistic. And if they don’t see something they like, see ya later. So how do you come up with accurate figures? Even if you have an MBA and oodles of business experience, tracking and assessing your data correctly, and knowing how it plays within the natural products industry, can be tough.

Ryan Caldbeck, CEO of CircleUp, offers expert advice for setting a valuation for your company and explains how to not make investors snub their noses.