There is over ten trillion dollars in U.S. banks earning in the neighborhood of 1% per year. Since it is in banks federally insured up to $250,000 per depositor, one would be wise to assume that safety of principle is of primary concern, return secondary.
Loss of investment is the primary fear.
The job for the entrepreneur seeking investor capital would be wise to construct a securities offering with a hybrid security, which provides for as much safety as possible with a more than adequate return for the risk involved.
If done correctly, loss of opportunity becomes the primary fear and capital is raised.
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