In an office hours session last year, Alex Kennedy (Founder & CEO of Purposely.ai) asked me a question I’d never gotten before: “If a founder reaches out to you about investing in their startup, what do you look at online to decide if you want to take the meeting?”. This is a seemingly mundane question, but this first impression is critical to nail. Here’s what I shared with him.
The goal of initial outreach in fundraising is to get a quick and accurate response from the investor:
If it’s not a fit, find out fast
If it may be a fit, get a meeting ASAP
As an investor, to give such a response, I need succinct and accurate information to qualify the opportunity.
The first thing I need to know is whether the company is within our investment strategy at all. For Laconia, we’re specifically looking for pre-seed and seed stage b2b software companies, ideally in the US and Canada. If the company doesn’t line up with those factors, it’s a pass.
The second thing I need to understand sounds very simple but is rarely clear: What does this company do? This is critical for two reasons:
To verify that we don’t have any competitive investments in the current portfolio (if we do, it’s a pass to avoid conflicts of interest)
To decide if I’m intrigued enough to learn more
What does this company do should include the following:
What the product is (A web app? An API? A Chrome plug-in?)
Who the customers are (Insurance carriers? F500 CMOs?)
Why it is valuable & differentiated (Unique data set? Unique insight into the customer’s pain point?
The best scenario is when this information is contained in the initial outreach (e.g.: text/attachments of email or form submission). Ideally, I won’t have to look anywhere else. If it’s not in the initial outreach, then I’ll take 1-2 minutes to look at the company’s website, Crunchbase, and/or LinkedIn. If it is still unclear, then it’s usually a pass.
A few important notes:
The company’s information should be consistent in email outreach, website, and Crunchbase/LinkedIn profiles. While investor-facing positioning may be different from customer-facing messaging for good reason, there should still be consistency in the core product/value prop. Otherwise, it’s harder for me as an investor to determine what I’m considering.
If you have any thoughts or questions, feel free to reach out to me via email at geri [at] laconia [dot] vc or on Twitter (@geri_kirilova). And, of course, if you are raising a pre-seed or seed round for a b2b software company, we are all ears via our pitch submission form 🙏