London based too - what exactly was that 40 percent of? Would be interested to find out, as a colleague of mine can reveal the following details for comparison:
20 percent of equity in a B2B company (not even live yet; but customers already signed up), five developers plus owner, central London based, amount invested £1.4MM.
I am not sure how much haggling was involved but he was happy as the investor has a proven record with B2B in the UK, and can probably help it in the mid to long term.
