In Chapter 5 of 13 in his 2011 Capture Your Flag interview with host Erik Michielsen, Moo.com CEO and London entrepreneur Richard Moross answers "What Criteria Did You Use to Evaluate Potential Investors in Your Business?" Moross notes his company Moo.com did a 2004 seed round and a Series A venture round in 2006. Running his first startup at age 26, Moross starts by asking his dad for financing advice and over time. He selects a seed investor based on commitment and understanding of vision. Moross applies these elements into his Series A venture capital round, ultimately choosing Index Ventures and Atlas Ventures. Moross is founder and CEO of Moo.com. Before starting Moo.com, an award-winning online print business, Moross was a senior design strategist at Imagination, the world's largest independent design company. He graduated from the University of Sussex, where he majored in philosophy and politics.