There are many risks that go along with starting a business, and potential investors are often well aware of this. This is usually why they are investors, and not entrepreneurs. But the risks you go into can be mitigated with a financial strategy for your business.
A Financial strategy can be broken down into different steps. While there are many different steps that will be tailored to the specific business you operate, some of the standard, logical steps should include a cash requirement and end goal. A financial strategy with a cash requirement and business end goal will have a better chance of attracting the appropriate financing at the appropriate valuation.
Its important to remember also, that as your business grows there will be less associated risks. As your business meets each step, its economic value increases and as a result you become a more attractive prospect for investors