Fundraising is a sales process. You build a list, reach out, follow up, and move people step by step towards a decision. Treat it that way and it becomes much less stressful.
Build the list
- 30–80 investors who invest in your stage, your sector and your country.
- Check what they've invested in recently and whether they back competitors.
- Rank them: start with those who are a good fit but not your top choice, to practise.
Get introduced
A warm introduction from a founder they've backed, another investor or a trusted contact works much better than a cold email. Make it easy: send your contact a short forwardable email they can pass on.
The forwardable email
- Subject: company name and one-line description.
- What you do and for whom, in one sentence.
- Your best traction number.
- Why your team is the right one.
- How much you're raising.
- A link to the one-page pitch or deck.
Follow up
- 1No replyFollow up once after a week, adding one new piece of progress.
- 2After a meetingWithin 24 hours: thank them, recap what you discussed, send what they asked for, and confirm the next step.
- 3A soft noThank them and ask if you can send updates. Many investors say yes later.
Run your meetings close together, over 3–6 weeks. Momentum and competing interest help investors decide.