How My Company's Investor Pitch Evolved Through 6 Funding Rounds

I will never forget the day that a top-tier Silicon Valley venture capitalist publicly regretted not having received funding in a previous round. We were invited back to the table for a second round and they weren't going to miss this opportunity again. Although it hurts sometimes to be rejected by investors, it is an honor to see these companies eventually come around to our company. This is a community that loves to boast about the next big thing and not admit defeat.
These memories, which include being a leader at Arctic Wolf for six rounds of funding totalling hundreds of millions of dollar, drive me to think about what could have been different between the early, middle, and late-stage funding meetings. Our team's hard work, determination, hard work and achievements had pushed the company to greater success in the investment community.

However, in the small world of attracting investors for capital infusions, I was curious about what might have happened in the pitch presentation. It's all about the team's hard work, dedication, and determination distilled into a few slides and a well-rehearsed presentation. Here's what I learned from the pitch meetings, both early and mid-stage, about how the presentation developed through each stage.

It's all about the story at the beginning.

Startups in early stages know how important it is to clearly communicate the vision and story for the company during investor meetings. The story you are pitching must be in sync with the public story about your company's leaders. Investors will arrive at those meetings having done extensive research on you and skimmed through any news articles. Is your story and vision consistent with the public's existing narrative about you? Are your values and positioning clear?

In the early rounds of funding, it is important to get investors on board with the founders' vision and market potential. This can be done through storytelling and a plan that outlines how the vision will be realized. While a well-connected founder may be able to open doors for early meetings, it is important that the information the venture capitalists (VCs), will discover on their own supports and reinforces the story you are telling in your pitch. These crucial conversations can either make or break your startup, so don't waste time dispelling myths.

The numbers will prevail (almost) everywhere in the middle.

Investors in the early stages are open to investing in innovative ideas and solid visions, but only after they have secured those initial rounds can the dynamic shifts begin. You're now on the proving grounds, and investors will likely be sitting in your boardroom evaluating the decisions you make as an executive. Middle-stage funding rounds, which are required to invest in growth and scale, expansion, product development, and other business activities, is where the metrics and market potential of the company and its investors must be clearly articulated.

Are your growth and revenue rates allowing you to get a better valuation of the company? Is your gross margin increasing? Are your cash burn rates healthy or at the minimum in line with benchmarks Is your customer acquisition cost sustainable and increasing? What is your view on net retention? Investors will be able to see the company's financial health in the pitch. This will give them a context and sense of security as they do their due diligence and review data to make informed decisions about future growth.

It is crucial to establish solid footing for your business and how you intend to market it. This includes your channel strategy and alliances, the geographies that you sell into, or won't sell into, market segments, untapped industries, and the opportunities available. Context is a sign that you had a plan but, more importantly, that you have a plan to the future.

The story and performance should work together in the final stages.

Late-stage investments can be a great way to build your liquidity reserves for eventual IPOs, exits, and other liquidity events. The company is well-established and has begun to realize the market performance and stability required for steady profit and returns. The later-stage funding rounds are about combining the company's past financial performance and its future-looking financial performance with your vision for scale.

The excitement and buzz surrounding the company and its potential must be captured in later rounds. They also need to communicate financial readiness for the next stage. To tell a better story about the future, both the company's narrative and its financial performance need to be complemented.

Adapt or die.

The connections, reputation and vision of our founder opened many doors that led us to funding. We were able to overcome the constant stream of rejections during middle rounds and keep our focus on the important things. Although no round was easy, there were many challenges. As the investor meetings became more consequential, we had to adapt our approach and balance how we presented our story, mission and financial performance. This helped us get where we are today. Their thinking about the opportunity seems to have changed as well.

EXPLORE MORE Founder-Friendly Investments COMPANIES