No matter how easy you think fundraising will be, it never is. And the more prepared you can be for an investor meeting, the better off you’ll be. This section will introduce you to the three phases of fundraising.
Fundraising isn’t easy. And no matter how smooth you think it’s going to go or the stories you hear about how much a founder raised in a short amount of time, it’s NEVER going to be easy.
The best way to describe the fundraising process is a slog, and the more you can mentally prepare that it’s going to be a slog, and take longer than expected, the better off you’ll be.
Fortunately, there is a lot you can do to be more prepared on the front end before you start the process.
There are three key stages to fundraising:
This talk is designed to focus on “who to target,” give you actionable items to prepare for fundraising, and how to make the most of this process.
The French culinary phrase “Mise En Place” refers to having all your ingredients ready before you cook. Similarly, it’s important to have all your documents ready to go before you start fundraising. This section will help you identify all the company materials you need to prepare before talking to investors.
Before you start fundraising, you should be:
Invest in Relationships & Timing
Before you think about fundraising, it’s important to build good relationships and broaden your network via mentors and other founders who have similar affinities as you. Find people who will have a natural reason to help you (i.e., common university as you, common former employer as you, same general industry focus, etc) and work to get in touch with them. Those relationships can prove to be invaluable over time.
When the timing is right and you’re ready to fundraise, I would recommend engaging your mentors, as they might have contacts, insights, and can be a support system during this process. If you do have some early investor interest but aren’t ready to fundraise, how you engage them will be key to building a relationship and reputation.
Preparing the Pipeline
Before you begin the fundraising process, it’s important to put together an investor pipeline strategy that includes: your target investors, who can help make introductions and how much you could expect from a particular investor. We’ll talk more about how to develop your pipeline in a later section.
Mise En Place
In the summer I love to barbeque. Before I actually start grilling, I’ve prepared the meat, spices, marinates, and vegetables, and have all of my utensils on the table ready. This is more efficient than running back and forth to the kitchen and risk burning the meat.
In the cooking world, this preparation process is called Mise En Place - a French culinary phrase that means having all the ingredients you need prepped, chopped, grated, etc. before you cook.
This process also applies to fundraising and having your Mise En Place ready – all of your documents and information about your company prepared before you actually start pitching to investors.
I recommend these materials for your Mise En Place before you start fundraising.
Materials for Mise En Place
When you have your investor pipeline and Mise En Place prepared, the next step will be to build momentum with investors. It’s easier to have the market push up the amount and valuation, instead of you doing the pushing and trying to raise too much capital.
Start thinking about investors you want to target and people in your network who can help make introductions. This section will help you build out an investor pipeline spreadsheet and get your targets organized.
When you’re thinking about investors to target, consider these factors:
As you target investors, begin to build out an investor pipeline in Excel or Google Sheets so it’s easy to share with mentors/contacts.
Components to consider for the investor pipeline spreadsheet:
Once you start to gain some investor traction, then transfer this to a CRM.
Sample of an investor pipeline spreadsheet below and on worksheet:
When it’s time to actually fundraise, you’re going to need to communicate your intentions to mentors, investors, and allies. Here you’ll learn best practices for email communications with venture capitalists and angel investors.
When you are ready to fundraise, informing your mentors, existing investors and allies is important. I would suggest a one-on-one meeting with them first to review your pipeline and/or send a Process Starter email.
A Process Starter email can be sent to your mentors, existing investors, and allies indicating you are actively raising money. It contains some context to the relationship, a few names you’re thinking about targeting, asking for their feedback and volunteering a forwardable email.
Here is an example of a Process Starter email:
Subject: Company X fundraising process
As you may recall, we are company x in the Accelerator at Techstars [remind them who you are]. We met on August 10 during your mentor office hours [when you met].
Company x provides [pitch, how you help customers]. We have $20,000 in MRR [traction] and since Techstars, grown revenue 3X and secured 5 new paid pilots.
We are opening up a $$$ seed round and plan to come to LA at the end of the month [specific amount and time boxing the visit]. We’re targeting angels and seed funds [whom you are targeting] focused on revenue-generating SaaS businesses that are ok investing out of their primary geography, as we are based in Chicago [geography info].
In Los Angeles, it looks like Angel Angelino and Awesome Partner at Super Seed Fund could be a good fit [identifying your targets and asking their opinion]. Does that sound right? I would love to find 15 minutes to discuss other ideas you may have and/or if either of those two feels right I can send a forwardable email to you.
Please let me know if I can send more info to you and thanks a ton for thinking about this. Happy to also share our full investor pipeline if you’d like to review it.
Founder who is about to raise a bundle of cash
The Forwardable Email
The forwardable email is one that your mentor/contact will be sent to an investor on your behalf.
Components to a good forwardable email include:
Example of a forwardable email:
To: Cody@mentorX. com
From: CEO@CompanyX. Com
Subject: Company X requesting intro to Angel Angelino
I’m writing in the hopes that you can help us with an introduction to Angel Angelino as we kick off our fundraising process. We at Company X are opening up a $$$ seed round and are targeting angels and seed funds focused on revenue-generating SaaS businesses that are ok investing out of their primary geography. Given Angel’s recent investments in Blah and YaDaYa, I think she’d find Company X very compelling.
We’ll be in Los Angeles at the end of the month and would love to meet with her. I’d very much appreciate it if you’d pass this along to her to see if she’d be willing to connect.
More info on Company X:
Company X provides customers with the best way to Bla Bla Bla.
The reason that we believe this is a massive opportunity is that future customers have real pain, and the world is shifting to do these new things in a much more rapid timeframe than anyone anticipated and we are first to market. We have $20,000 in MRR and since Techstars, grown revenue 3X and secured 5 new pilots.
Founder who is about to successfully raise a lot of money
When you are raising capital, it’s critical to track your progress with each investor so you don’t miss opportunities. Here you’ll learn how to build out your CRM to keep track of investor interactions.
Once you are in the flow of meeting with investors, it’s time to transfer your investor pipeline spreadsheet to a CRM in order to track emails, dialogues, next steps, etc. between you and investors.
Here are sections to consider in your CRM:
Example of CRM:
If you happen to receive an offer for investment before you start fundraising, what should you do? How should you weigh the pros and cons? In this section, you’ll learn what to consider as you evaluate the offer on the table.
There might come a time that an investor wants to invest in your company when you’re not fundraising. Here are some questions to consider if approached with a preemptive offer: