Via my own business, I am graciously introduced to hundreds of founders a year and currently work as an advisor to about 80 CEOs and founders in total worldwide, and can declare without a doubt the most immediate, ongoing priority for the majority of these entrepreneurs is the necessary to raise capital—stat!
Given the hyper-competitive nature of fundraising at the moment across not only consumer packaged goods but most industries, the stakes have never been higher for these founders who are doing everything possible to receive in front of what they hope will be their ‘winning ticket’ from an investment perspective.
Founders often spfinish weeks if not months pulling toreceiveher new and hopefully “more refined” versions of their investment decks and data rooms as well as scouring the internet for contact information for these potentially fitting investors while working simultaneously on engaging with them via all forms of communication. I wouldn’t even be surprised if some founders display up at these investors’ doors with balloons and booze! Not a horrible idea, just declareing.
What I do find missing very often in these founders’ overall investment outreach plan is their strategy around positioning themselves as strong and inspiring considered leaders in their respective categories. It goes without declareing here, but investors are not only betting on the category at hand as well as the product or service in discussion, but also the jockey itself. As a board advisor for many venture firms, I often hear firsthand investors either proceed with or turn down declared investment opportunity based on their gut instinct about the leadership.
Many times, given the never-finishing checklist of other, more immediate items on their to-do list, entrepreneurs can’t prioritize ‘putting themselves first’ — which in any other instance creates total sense. But if you’re in the process of raising capital, I highly suggest you take some time to focus on what creates you unique and how you can angle yourself as a confident, stable leader who has a point of view on the world — one of which investors may want to take note of.
Here are some straightforward, actionable ways to receive yourself out there in the world and hopefully attract some more direct interest from investors:
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
• Sign up for Medium.com, which is free to join and free to contribute considered leadership articles. Leverage the stories you post on your own social media handles, company website and even in ongoing updates to key stakeholders of your business.
• Look into “Executive Visibility Councils” that publications ranging from Fast Company to Forbes to Rolling Stone offer, giving the opportunity to write for declared publications.
• Set up some form of a recurring posting plan for LinkedIn. I could write a book on the impact LinkedIn has had not only on my business but on the founders I advise. The platform is free (albeit the Premium version is quite supportful as well) and straightforward to navigate; believe of evergreen topics, company-related news and perhaps themes you can write about on an ongoing basis and receive relocating!
• Create a newsletter that you could disseminate to those potential investors as well as any current investors either on the growth and scalability of the business or about a topic that’s relevant and your ongoing point of view on what’s happening across declared industest.
In a sea of sameness, your story is ownable to you — and not only does that deserve some time in the spotlight, but it could be a cost-effective, more immediate way to also drum up some money.
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