Every startup begins with an idea, but turning that idea into an investment requires more than innovation.
Investors – from pre-seed through to the later series rounds – are looking for founders who can demonstrate not only a compelling solution to a problem, but also the expertise, leadership and commercial acumen to scale a successful business.
So, how do you go from having a great idea to becoming truly investable?
We asked six leading technology investors from Lightrock Private Equity, Insight Partners, Partech, Element Ventures, and angel investor Andreas Wuchner to share what catches their attention and what founders can do to raise their profile at every stage of the journey.
Here’s a taste of some of the takeaways.
How founder thought leadership increases investor confidence
A great idea doesn’t automatically make for a great business. It’s the leadership team that turns vision into execution – inspiring teams, solving real customer problems and building a scalable model.
This is why the personal brand of your founder and the leadership team is so important for attracting investors.
Position your leaders as experts on the problem your company solves and offer their unique perspectives on industry trends and startup growth. Executive profiles, contributed articles, and podcasts can all help build a strong personal brand.
An engaged social community around your leadership team can also help amplify this content. Consistently sharing relevant, thought-provoking content and proactively engaging with others in your industry and the investor community takes a leader from “interesting” to “someone worth connecting with”.
How customer success builds investor trust
Investors want to know that your vision and solution are building traction in the market – and customer and partner advocacy is the holy grail here.
If you have case studies with success metrics, work them hard. And if you don’t yet have that dream case study, amplify the fantastic relationships that you have with your customers and partners by collaborating on joint narratives for the media, at industry events, and for promotion across both brands’ social channels.
Check out our five steps for elevating customer success stories here.
How brand momentum signals growth to investors
Investors are buying into a company’s growth trajectory. So, it’s important to show that your business is moving in the right direction and is ready to accelerate further once that investment hits. Create momentum through a strong news pipeline announcing new products and services, senior hires, customers and quarterly results. Combined, it shows a brand on a secure trajectory for growth, while the constant buzz helps keep you front of mind.
Why optimising your website supports investor discovery
No matter how investors hear about you, the first stop will likely be your website. Make sure that your website clearly demonstrates the brand momentum that you are building. Create a Resources Hub where you can post media coverage, publish blogs exploring key trends, and host research that taps into customer pain-points – a one-stop shop for investors to find out everything you want them to know about you!
Want to boost your profile with investors?
To learn more about how to position your startup for investment and receive a copy of our Investable: How founders can raise their profile to boost attractiveness with investors ebook, fill in the form below.
Frequently Asked Questions
How can startups raise their profile with investors?
Startups can raise their profile by building founder visibility, showcasing customer success, maintaining consistent momentum and ensuring investors can easily find and understand their story.
Does founder visibility really matter to investors?
Yes. Founder visibility matters because it helps investors assess leadership credibility, conviction and the ability to attract customers, talent and partners.
