The email sat in my inbox for three days before I opened it.
Subject: "Thanks for meeting - some thoughts"
I knew what it would say. Another investor pass. Another "great team, but not right for us."
But as I read it, something different emerged. The investor didn't just say no—he explained exactly why, and more importantly, what would change his mind.
That feedback became our roadmap. Six months later, we raised that same investor's lead round.
Fundraising isn't about convincing people who don't believe in you. It's about finding the investors who see what you see—and helping them understand your vision.
The Meeting That Changed Everything
Let me tell you about a founder who almost gave up.
Jennifer had built a beautiful product. Real customers. Meaningful revenue. But she'd been rejected by 40 investors over 8 months.
Her pitch was technically perfect. Every slide was polished. Her metrics were solid. But something was missing.
The 41st investor asked a simple question: "Why do you exist?"
For the first time, Jennifer didn't talk about features or market size. She talked about her grandmother, who had struggled with healthcare navigation. She talked about the millions of people who felt lost in a complex system. She talked about wanting to help them.
The investor leaned in. "That's the first honest thing I've heard in 20 pitches."
He led her round.
The lesson: Fundraising isn't about perfect presentations. It's about authentic connection. Investors fund people, not just businesses.
Should You Raise at All?
Before you start the fundraising process, seriously consider whether you need outside capital.
When Fundraising Makes Sense
You need capital when:
- You need to hire talent. You can't compete for top talent without competitive salaries.
- You need to acquire customers. Paid acquisition can accelerate growth.
- You're building hardware. Physical products require upfront capital.
- You're competing with well-funded rivals. Sometimes you need capital just to keep up.
When to Skip Fundraising
Consider alternatives when:
- You can grow organically through word of mouth
- You have revenue to fund growth
- You're building a lifestyle business
- You'd rather keep full control
Prepare Your Fundraising Foundation
Successful fundraising happens before you start meeting investors.
Build Evidence of Progress
Investors buy future potential based on past evidence:
Evidence Type | What to Show | Why It Matters |
|---|---|---|
Revenue | MRR, growth rate, cohorts | Shows people pay for your product |
User Growth | Signups, active users, retention | Shows product-market fit |
Product Milestones | Working product, shipped features | Shows you can execute |
Team Additions | Key hires, talent attracted | Shows others believe in your vision |
Partnerships | LOIs, integrations, customers | Shows market validation |
Clean Up Your Cap Table
Your capitalization table tells investors who owns what:
- Fix any errors in historical equity grants
- Resolve any disputes
- Document outstanding obligations (SAFEs, notes)
- Understand your fully diluted share count
Get Your Legal House in Order
- Incorporate in Delaware (standard for VC-backed companies)
- Maintain clean corporate records
- Secure intellectual property
- Address any legal risks
Build Your Fundraising Strategy
Treat fundraising as a strategic project, not a reactive process.
Define Your Round
How much to raise:
Calculate your runway need:
- Current expenses + planned growth
- Multiply by 18 months minimum
- Add 20% buffer
What valuation to target:
Base expectations on:
- Comparable company analysis
- Your traction and milestones
- Current market conditions
Identify Your Target Investors
Create a tiered list:
Tier | Description | Priority |
|---|---|---|
| Tier 1: Best Fit | Investors in your stage, sector, geography | Highest |
| Tier 2: Good Fit | Investors who might invest but not perfect | High |
| Tier 3: Possibles | Investors who could potentially invest | Medium |
| Tier 4: Reach | Famous investors or funds that are a stretch | Low |
Plan Your Timeline
Fundraising takes 3-6 months:
- Month 1: Outreach and initial meetings
- Months 2-3: Deep-dive meetings and due diligence
- Months 4-5: Term sheet negotiations
- Month 6: Close
Build Your Pitch Deck
Your pitch deck is your primary storytelling tool.
The Deck Structure
- Problem - What pain are you solving?
- Solution - What's your product?
- Why Now - Why is this the right time?
- Market Size - How big is the opportunity?
- Product - What does it look like?
- Traction - What evidence do you have?
- Business Model - How do you make money?
- Go-to-Market - How do you acquire customers?
- Competition - Who else is doing this?
- Team - Why you?
- The Ask - How much and what for?
Design Principles
- Keep it short. 10-15 slides is ideal.
- Use visuals. Words on slides are boring.
- Tell a story. Your deck should flow logically.
- Customize for your audience. Different investors care about different things.
Execute Investor Outreach
Warm Introductions Win
The best way to get a meeting is through a warm introduction. Use your network:
- Former colleagues
- Founders in your investors' portfolios
- Advisors and mentors
- Lawyers, accountants (who know investors)
Follow Up Persistently
Investors are busy. Follow up:
- Initial outreach
- 1 week follow-up
- 2 week follow-up
Three outreach attempts is appropriate before moving on.
Prepare for Meetings
Research each investor:
- Their portfolio companies
- Their investment thesis
- Recent investments
Tailor your pitch to their interests.
Navigate Due Diligence
Once an investor is interested, they'll conduct due diligence.
What Investors Examine
- Financials: Revenue, expenses, projections
- Customers: References from current customers
- Team: Past and current employers
- Technology: Technical architecture and IP
- Legal: Corporate structure and contracts
How to Handle It
- Be transparent about problems
- Prepare references who will speak positively
- Respond quickly to document requests
- Ask questions too
Evaluate and Negotiate Term Sheets
When an investor wants to invest, they'll present a term sheet.
Key Terms to Understand
Term | What It Means | Founder-Friendly |
|---|---|---|
Valuation | Company worth before investment | Higher is better |
Liquidation Preference | Who gets paid first in an exit | 1x non-participating is standard |
Board Composition | Who sits on the board | More founders is better |
Anti-Dilution | Protection if you raise at lower valuation | Broad-based weighted average |
Vesting | When founders earn their shares | 4 years with 1-year cliff |
Negotiation Tips
- Get multiple term sheets (creates leverage)
- Focus on what actually matters
- Get advice from experienced founders or lawyers
- Consider the whole relationship
Close the Round
Once you have a signed term sheet, there's still work to do.
Legal Process
- Work through definitive agreements
- Respond to document requests quickly
- Coordinate with existing investors
Prepare for Funding
- Have your banking infrastructure ready
- Confirm wire instructions
- Signature authority sorted
Announce Thoughtfully
- Coordinate with new investors
- Announce strategically (hiring, customers, PR)
- Build momentum from the raise
After the Round Closes
Fundraising doesn't end when you sign the documents.
Use the Capital Wisely
You raised money to accomplish something specific. Focus on that.
Build Your Board Relationship
Regular updates, honest communication, strategic alignment.
Plan Your Next Round
Start thinking about your next raise before you finish this one. What milestones do you need?
Common Fundraising Mistakes
Mistake #1: Starting Too Late
Fundraising takes 3-6 months. Start before you're desperate.
Mistake #2: Targeting the Wrong Investors
Don't waste time with investors who don't invest in your stage, sector, or geography.
Mistake #3: Poor Pitch Preparation
Know your numbers. Understand your market. Practice your pitch.
Mistake #4: Not Having Multiple Options
Having only one interested investor puts you in a weak position.
Mistake #5: Letting Fundraising Distract
Running your business is your top priority. Fundraising is important but not everything.
The Numbers Investors Want to See
Stage | Traction Expected | Raising |
|---|---|---|
| Pre-Seed | Idea, prototype, early users | $250K-$1M |
| Seed | Early traction, first customers | $1M-$4M |
| Series A | Product-market fit, growth metrics | $5M-$20M |
| Series B | Scaling metrics, clear path to profitability | $20M-$50M |
The Final Word
Fundraising is hard. Rejection is frequent. The process can be demoralizing.
But the right investor can transform your company. Not just with capital—with guidance, connections, and credibility.
Be patient. Be persistent. Be authentic. And remember: the right investors are looking for founders exactly like you.
Related Reading
- Product-Market Fit Complete Framework - Building the foundation for fundable growth
- Pitch Deck Guide - Building your presentation
- SaaS Metrics Every Founder Must Track - Understanding the numbers investors want
Preparing to fundraise?
At Startupbricks, we help founders prepare for successful fundraising rounds. We've been through the process ourselves and know what investors are looking for.
Let's talk about your fundraising strategy.