Typically, the a programme that offers mentorship, brand/marketing crash course and some capital for startups in exchange for equity. Offering varies by accelerator but is usually suited to early stage startups with inexperienced founding teams.

The act of acquiring a company for the purpose of hiring the team behind it. Key employees may be tied in for a specified period of time.

An acquisition is when one company or investment group buys another company. This is a common mechanism for exit.

The act of winning a new customer.

The size of the round that is set aside for a specific investor (or fund, group of investors etc), usually communicated in a £ value.

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimise web usage. Put simply, tools such as Google Analytics provide and overview of how users interact with your website.

An angel investor is someone who invests their own capital into the growth of a small business at an early stage (an alternative to VC as a source of equity capital, often associated with earlier stager businesses).

Annual recurring revenue is predictable income that a business receives each year. Annualised version of MRR.

A contractual clause that protects an investor from having their investment (as a percentage of ownership) significantly reduced in subsequent fundraising rounds.

An attribution model is the rule, or set of rules, that determines how credit for conversions (sales) is assigned to user touchpoints. For example, if a user reads an email then searches for a brand online before purchasing, is the email responsible for the sale or the website? Attribution modelling answers these questions.

The number of customers lost within a given period of time expressed as a percentage. See also churn / retention rate.