Just released: How to raise venture capital in 2023


Raise Venture Capital: TLDR Guide to Series A


Key Takeaways

Adam Hide
Adam Hide

EVP, Marketing

Are you ready to take your startup to the next level? Raising venture capital is a critical milestone for many businesses and navigating the process of obtaining Series A funding can be the difference between success and failure. The good news is that by following a core set of guidelines you can steer your startup successfully toward this milestone.

This blog post helps entrepreneurs understand how to raise venture capital. It also provides insider tips on maximizing your chances of getting funded by investors. We break down precisely what Series A funding entails, detail the various aspects of establishing positive relationships with potential investors, and share resources to help founders reach their goals faster.

Getting Ready for Your Series A: Develop a Fundraising Strategy

Without a proper fundraising strategy, it can be challenging to secure funding for startups. Developing a successful fundraising strategy requires careful consideration and planning, as well as knowledge about different options. Let’s discuss strategic insights on how to raise the venture capital you need to fuel your startup’s growth.

Key benchmarks signaling series A-readiness

As startups begin to grow, so do their funding needs. When raising venture capital, many founders set their sights on Series A funding — the stage where startups hit their stride and scale up. But how do you know if your startup is ready to take on Series A funding, and more importantly, how do you convince investors that you’re worth the investment?

For a startup to attract venture capital or Series A funding, it needs to meet specific key benchmarks that signal its readiness for investment. Our article on Getting Ready for Your Series A: Fundraising Strategy goes in-depth into some of the essential criteria for Series A readiness, including:

  • Product-market fit: This refers to a startup’s ability to identify and address a clear market need with its product or service.
  • Customer acquisition and retention mean the lifeblood of any successful startup. Startups must demonstrate that they can attract and retain customers willing to pay for their product or service. This ability to balance acquisition and retention is often the key to sustainable growth and long-term success in the business world.
  • Revenue or traction: Investors want evidence that a startup can generate significant revenue or traction within its target market.
  • Strong team and leadership: A startup’s management team must have the necessary skills and experience to execute its business plan successfully.
  • Financial modeling: Startups need a comprehensive financial plan that shows how they will achieve profitability and sustain growth over time.
  • Risk Management and regulatory compliance: Investors also look for startups with robust risk management that comply with relevant regulations in their industry.

Meeting these benchmarks can help your startup increase its chances of receiving funding for growth and expansion.

Why strong financials, team, and KPIs are essential to investors

For investors, understanding a company’s financials is crucial to determining whether or not to invest. Financials provide insight into a company’s profitability, growth potential, and overall health. However, financial metrics alone are not enough to convince investors to raise venture capital or provide Series A funding. Accomplished key performance indicators (KPIs) and a strong team are equally important.

Here’s what investors are on the lookout for:

  • Strong Financials: A company with a sustainable business model that will generate cash flow over time.
  • Talented Team: A team in place that is capable of executing your business plan.
  • Key Performance Indicators (KPIs): KPIs like customer acquisition cost (CAC), lifetime value (LTV), and monthly recurring revenue (MRR) are all important ways to measure growth, scalability, and potential profitability. KPIs show that a company is achieving its goals and that there is potential for continued growth.

By highlighting these critical factors in your fundraising strategy, you’ll increase your chances of securing the funding you need to take your company to the next level.

How to create a fundraising strategy

Having a clear approach is vital to securing Series A funding. A successful fundraising strategy should include preparation, research, communication, and execution. Here are some key pointers to help you create a successful one:

  • Research your target investors: Identify potential investors that align with your company’s mission and vision before approaching them for funding.
  • Prepare materials: Have an investor deck on hand that outlines the important details of your business, such as financials, team members, and competitors, among other things.
  • Build relationships: Build relationships with potential investors to establish credibility before asking for funding.
  • Pitch effectively: Craft a compelling story about why investing in you is worth the risk and ensure all information is accurate and up to date when presenting it to potential investors.
  • Negotiate terms: Understand how much equity you’re willing to give away and what other conditions need to be included in Series A funding agreements from different investors.
  • Prepare for success: Have a plan to manage your business’s growth as you move from seed funding to Series A.

Some key messages to consider when crafting your fundraising strategy include clearly outlining your business goals, showcasing your team’s expertise, and highlighting your unique value proposition. With a well-crafted fundraising strategy, you can raise venture capital successfully.

Find the Right Venture Capital Investors

Securing the right Series A funding is essential to take your business to the next level, but finding the right venture capital (VC) investors can be tricky. With so many different firms out there, it’s crucial to seek not only investors who can offer the financial backing you need but also those who share your vision and can provide industry connections and valuable insights. Here’s an overview of how to find and select the best-fit investor for your startup.

Why finding an investor with whom you’re aligned is critical

The right investor can lay the foundation for a successful future. Alignment between the investor and the startup is key to securing funding for startups and long-term growth and development.


De-Risk the Fundraising Journey

A mismatch in values or objectives can lead to conflicts down the line, hindering progress and negatively impacting company culture. A good investor should offer not only financial support but strategic guidance, mentorship, and connections within the industry. Therefore, diligent research and a thorough understanding of an investor’s portfolio, reputation, and approach to investing is required. When the investor also shares similar goals and values, it can propel a startup’s success.

Factors to consider when vetting investors

Vetting potential investors is crucial when you’re looking to raise venture capital and secure Series A funding. But how do you separate genuine investors from those looking for a quick return? Here are some critical points to consider when identifying potential investors:

  • Look for investors who have experience in your industry or a related field.
  • Determine if the investor has a track record of successful investments and exits.
  • Check if the investor’s investment thesis aligns with your business goals.
  • Assess the investor’s communication style and frequency to ensure they fit your team’s needs well.
  • Understand the investor’s expectations for involvement in the business.
  • Ask for referrals and testimonials from other entrepreneurs the investor has worked with.
  • Examine the investor’s reputation and conduct due diligence on their previous investments.

Finding the right investor may take time and effort, but selecting the right partner can help take your business to the next level.

Tips on fine-tuning the networking process

Networking is crucial to raise venture capital or secure Series A funding. The more connections you have, the higher the chances of your startup getting noticed by the right people. Here are some tips for fine-tuning your networking process:

  • Conduct thorough research to identify the right venture capital firms for your startup and its goals.
  • Leverage your existing network to make valuable connections and seek referrals to potential investors.
  • Attend industry events and conferences to meet investors and learn more about the venture capital landscape.
  • Have a compelling and concise pitch that clearly communicates your startup’s value proposition and potential for growth.
  • Build strong relationships with investors by maintaining open and transparent communication and showing progress towards key milestones.
  • Be patient and persistent in your networking efforts, as finding the right investors and securing funding can take time.
  • Seek out mentors who can provide guidance and introduce you to their contacts.
  • Use social media platforms like LinkedIn to connect with potential investors.

Remember these tips, and refine your networking strategy to increase your chances of securing Series A funding for your startup.

Create an Engaging Pitch Deck

When it comes to raising venture capital, there’s one tool you can’t do without in your arsenal: a dynamic pitch deck. But how do you create a pitch that grabs investors’ attention and convinces them to write you a check?

As Series A funding becomes more competitive, crafting a pitch that truly stands out is increasingly important. However, creating an engaging pitch deck isn’t easy. This guide from Founder Shield explains everything you need to know about crafting a compelling series A pitch deck to secure both the right funding and the right investor for your business.

The importance of an engaging pitch deck

An engaging pitch deck is a cornerstone of securing funding for startups through Series A funding. Having a concise and visually appealing deck can capture investors’ attention and convey the startup’s vision, mission, and market potential compellingly.

An effective pitch deck must include a clear problem statement and solution, business model, market opportunity, growth strategy, financial projections, and an experienced and competent team. Most investors spend just a few minutes reviewing a deck, so every slide and word must count. A high-quality pitch deck aligns with investors’ interests and expectations and sets the tone for a successful startup journey.

A well-crafted slide sequence for your pitch deck

While there is no one-size-fits-all formula, here’s a suggested sequence of slides that could be helpful when structuring a successful pitch deck:

  1. Introduction: This slide should have a short and compelling introduction to hook investors.
  2. Market Opportunity: Investors want to hear about the market opportunity and how your product or service meets a specific demand.
  3. Problem and Solution: Explain the problem your product is solving and how it is unique in addressing the issue.
  4. Product and Technology: Describe the details of the product or service, the technology involved, and how it relates to the problem you are solving.
  5. Go-to-Market Strategy: Investors are keen to hear about how you plan to launch the product and how you intend to gain traction.
  6. Financial Model: Present your business model, revenue streams, and current financials.
  7. Team and Advisors: Showcase the team’s expertise, achievements, and relevant experience, as well as the advisory board’s qualifications.
  8. Ask and Next Steps: Conclude your pitch deck by being clear about the specific amount of funding you want to raise, what you intend to use the funds for, and the next steps in the process.

Structuring your slides in this sequence and articulating your business value proposition effectively can increase your chances of securing Series A funding for your startup.

Three problems investors find in pitch decks

Creating a solid deck on your business idea and plan is important to raise venture capital, investors typically encounter three issues that can lead them to reject potential investments:

  1. Lack of preparedness: Investors look for entrepreneurs who have done sufficient research and preparation before pitching. This approach means understanding your market, competition, and target audience. A lack of preparation can leave investors uncertain about the business’s potential success.
  2. Not knowing your business economics: Investors require a comprehensive understanding of your business financials, such as revenue projection, cash flows, and expenses. A weak grasp of these numbers can cause an investor to lose interest or even question the viability of the entire venture.
  3. Not being an industry expert or understanding your market fully: Simply having a creative and innovative idea is not enough to persuade investors and immediately raise venture capital. Founders need to deeply understand their market, including trends, opportunities, and potential challenges. Investors seek entrepreneurs with industry expertise, who can effectively convey their vision to others.

In short, when preparing a pitch deck for investors, it is essential to invest time and effort into meticulously researching and organizing all aspects of the presentation. A well-prepared pitch deck that covers all areas of concern, from financial projections to industry expertise, can increase the chances of securing funding for startups.

Draft and Revise Your Term Sheet

Drafting and revising a term sheet is an integral part of how to raise venture capital for your startup. A term sheet outlines the key terms and conditions of a Series A funding round, so it’s essential to get it right. Here are some key points to consider when drafting and revising your term sheet:

  • Understand the purpose of a term sheet: A term sheet is a non-binding document with the key terms and conditions of a series A funding round. Outlining all parties involved, the capital amount to be raised, the rights associated with each class of security, and other details such as voting rights and liquidation preferences provide both parties with an understanding of the investment structure.
  • Be clear and concise: A term sheet should be clear and concise so that it is easily understood by all parties involved in the negotiation process. It’s also important to clearly define any roles, responsibilities, and expectations from each party.
  • Take into account the impact of changes: When revising your term sheet, it’s vital to consider the potential impact of any changes you make. For example, changing the amount of capital being raised can have a ripple effect on other aspects of the investment structure, such as voting rights, liquidation preferences, and the amount of equity offered. Be sure to carefully consider any changes you make before submitting your revised term sheet.
  • Understand the legal implications: The term sheet is a legally binding document and should include all provisions in the final agreement between both parties. Know your rights as an entrepreneur and take the time to understand the legal implications of the document before signing. It’s also critical to consult a lawyer familiar with venture capital term sheets to ensure that all provisions are legally sound.

By following these key points when drafting and revising your term sheet, you can ensure that it accurately reflects the needs and expectations of both parties involved in the funding round. A well-defined term sheet will help deliver a successful funding process and pave the way for startup growth.

Get Directors & Officers’ Insurance

Directors and Officers insurance, or D&O insurance, is crucial for startups wanting to raise venture capital. The risk associated with running a startup prompts venture capitalists to require D&O insurance before investing. In the early stages of a startup, every decision and action made by founders comes with risk, and D&O insurance protects against the potential mishandling of these risks.

In the case of a lawsuit or claim, the cost of legal representation and damages can be financially devastating for startups if they do not have insurance. D&O insurance policies cover legal expenses, settlements or awards, and judgments, which can cost startups millions of dollars.

Here are some key points to note regarding D&O insurance coverage:

  • D&O insurance protects against claims of wrongful acts, breach of duty, or negligence by officers and directors.
  • It can help attract and retain top talent to the company by providing protection for executives.
  • Investors may require D&O coverage as a condition of their investment.
  • D&O insurance can cover defense costs, settlements, and judgments in legal cases.
  • The cost of D&O insurance varies depending on factors such as industry, revenue, and the level of risk involved.
  • It’s important to work with a reputable insurance broker who specializes in VC-backed companies and can tailor a plan to fit your specific needs.

Overall, getting D&O insurance is an essential step for startups — not just as a prerequisite to attract investors and raise venture capital, but as crucial protection of the leadership team as the startup grows.

Negotiate the Term Sheet and Close the Deal

As a startup founder, the thrill of getting Series A funding is unmatched. You have an idea that you believe could change the world, and now investors do too. However, before you celebrate, address a key and final step: negotiating the term sheet and closing the deal. This endeavor can be nerve-wracking, but it’s also an opportunity to clarify expectations, build relationships, and secure the funding you need to grow your business.

Once you’ve successfully raised Series A funding, it is crucial to know how to negotiate the term sheet and close the deal to ensure a smooth and successful transaction. Here are some key points to consider:

  • Understand the term sheet: The term sheet outlines the terms of the deal, including valuation, voting rights, liquidation preferences, and more. Ensure you understand all the terms and negotiate any points that may not be in your favor.
  • Build a relationship with investors: Negotiating a term sheet is a two-way street, and building a strong relationship with your investors can help ensure a successful negotiation. Keep communication open and honest throughout the process.
  • Get legal counsel: It is essential to have legal counsel throughout the negotiation process to ensure you are protected and not agreeing to unfavorable terms. Make sure to choose a lawyer with experience in venture capital deals.
  • Be flexible: Negotiating a term sheet can be complex, and it is rare to have a structure that perfectly satisfies everyone. Be willing to compromise on specific points to ensure a successful deal.
  • Close the deal: Once all terms have been agreed upon, ensure all necessary agreements and documents are signed to officially close the deal. Celebrate your success and continue to work closely with your investors to ensure the success of your startup.


Raising capital is a crucial milestone for any startup owner, and doing it correctly is essential. But it also takes time and patience. You must build relationships, create an organized strategy and deck, find the right investors that match your vision and company roadmap, and finalize term sheets and agreements — while ensuring your D&O insurance adequately protects you. Dedicated attention and focus from experienced professionals in the ecosystem can get the best outcome for yourself and your company.

That’s where Founder Shield comes in. As experts in the field, we understand the challenges that come with raising capital and can guide you through the process with confidence and ease. We offer a sophisticated approach that maximizes the chances of success for entrepreneurs, empowering your company to thrive and reach its fullest potential. With our help, you can secure the funding you need to fuel growth and take your startup to new heights.

Schedule a meeting with Founder Shield now. Let our industry veterans guide you through how to raise venture capital — no matter what stage you’re at.

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