Bringing in a developer/investor to exercise a purchase option

[Noa Zell]

I have an option to purchase a plot of land in Los Angeles at an attractive price but I do not have the funds to exercise it. The land is currently zoned for light industrial use and is occupied by several auto repair shops. I know that developers in the area have rezoned these kinds of plots and built apartment/office buildings and other commercial developments.

I want to bring in an investor or developer to the deal who could provide the funds and knows the ins and outs of zoning. I have identified some companies that I believe are relevant but I'm not sure how to approach them, as I am very new to real estate myself. What would be an appropriate way to begin negotiation? How can I know what my options is really "worth" to them? Any tips would be greatly appreciated.