Raising capital can feel like a full-time job in itself. It requires persistence and a whole lot of grit.
To help founders navigate the fundraising journey, we asked three people with very different perspectives—a venture capitalist, a founder, and a coach—for their best advice. Here’s what they had to say.
When you’re raising capital at the earliest stages, you might not have customer revenue—or even customers yet. Michael Coates, a venture capitalist who invests in cybersecurity startups, says that’s okay. What matters most is proving there’s a real problem to solve and that you’re the team to solve it.
The key is to validate your idea through real-world feedback.
“Highlight feedback from potential buyers,” he says. “Showcase that this is a top pain point to be solved and that the direction by your startup is the approach the buyer wants. Get direct quotes and highlight this buyer feedback in your deck to build credibility for your startup’s story and mission.”
Even without revenue, customer validation can make your pitch far more compelling.
John Fanning, founder and CEO of Zelgor, has been through the ups and downs of raising capital firsthand. His advice to founders: there’s no substitute for hard work.
Fundraising isn’t just about securing checks—it’s about building momentum. And that momentum starts with the founder.
“It’s up to you as the company founder to raise excitement for your business,” he explains. “If you put in the work, generate activity and excitement, and go in with the attitude that you need to generate every dollar of investment yourself, then potential investors will see your activity and momentum and get excited.”
In other words, your energy and effort set the tone. If you show up consistently - and with conviction - investors are far more likely to follow.
Fundraising isn’t just a business challenge—it’s an emotional one. Farah Hussain, a certified executive coach who works with founders and leadership teams, reminds founders to stay grounded in who they are throughout the process.
It’s tempting to mold yourself into what you think investors want to hear, but that approach rarely builds true connection—or trust.
“Don’t cram yourself into the box of what you think investors want to hear,” she says. “When you speak your truth, you will stand out.”
Investors aren’t just evaluating your business; they’re evaluating you. A founder who is aligned with their purpose will stand out in a sea of pitches.
While each expert offers a unique perspective, there’s a clear theme in their advice:
Fundraising will always be challenging—sometimes even painful, as Fanning points out. But by combining proof of market demand with dedicated effort and an authentic approach, you’ll be in a much stronger position to secure the capital you need to grow.