How to Raise Funds for Your Startup? [Startup Fundraising Checklist]


It can feel daunting to secure startup capital, but it is a crucial milestone.

Even so, proper research and awareness of the available options can help you navigate this process more confidently.

In this blog post, we aim to equip you with essential knowledge before you embark on raising funds for your startup, coupled with a complete startup fundraising checklist.

It's worth noting that 75% of startups used personal savings during the development process[1].

Throughout the discussion, we will explore various aspects, including the different types of capital, effective strategies to find investors, key factors that investors consider, determining the ideal funding amount, potential risks associated with fundraising, and the valuable role a brand strategist and marketing consultant can play. 

By the time you finish reading this post, you will possess a comprehensive understanding of the fundraising process, propelling you toward securing the necessary funding to fuel the growth of your business.

Startup Fundraising Checklist: Things to Consider Before Raising Funds

In this comprehensive checklist, we will provide you with an essential checklist to follow before seeking funding for your startup. By carefully considering the steps outlined in this checklist, you’ll be better equipped to make informed decisions regarding key aspects such as valuation, ownership, funding amount, resource allocation, and other crucial factors. 

Notably, the first quarter of 2023 marked a significant decline in startup funding in India[2]. 

During this period, only $2 billion was raised, reflecting a substantial 75% decrease compared to the same period in the previous year.

Therefore, it is vital to approach the funding process with thorough preparation and strategic thinking.

1. Determine Startup Valuation

Understanding the valuation of your startup is essential before seeking funding.

Conduct a thorough evaluation of your company’s assets, revenue potential, market position, and growth prospects.

Consider engaging a financial expert to help you determine a realistic valuation that attracts investors while ensuring a fair deal for your company.

2. Setup Employee Stock Ownership Plans (ESOPs)

Explore the concept of ESOPs and their potential benefits for your startup. ESOPs can be a valuable tool for attracting and retaining top talent by offering employees an opportunity to own a stake in the company.

Understand how to structure ESOPs, calculate employee ownership percentages, and ensure legal compliance.

3. Share Prices and Ownership Distribution

Decide on the share prices and how you will distribute ownership among investors. Determine the percentage of equity you are willing to provide in exchange for funding.

Consider the long-term implications of dilution and control as you negotiate ownership distribution.

4. Funding Amount

Develop a comprehensive financial plan that outlines your projected expenses, growth targets, and funding requirements for the next year or two.

Consider factors such as operational costs, research and development, marketing, and expansion into new markets.

This plan will help you determine the ideal capital required to meet your financial needs effectively, including which funding round to go for.

5. Resource Allocation

Consider how you will allocate the funds raised to achieve your strategic objectives. Prioritize key areas such as product development, marketing and sales, talent acquisition, and infrastructure.

Develop a clear roadmap for resource allocation to demonstrate to investors how their funding will contribute to your startup’s growth.

6. Terms and Conditions

Carefully consider the terms and conditions you will set for potential investors.

Establish clear guidelines regarding governance, decision-making processes, and investor rights.

Seek legal advice to ensure your terms and conditions are fair, protect your company’s interests, and align with your long-term vision.

7. Research Potential Investors

Conduct thorough research to identify potential investors who align with your startup’s industry, stage, and growth plans. Understand their investment criteria, track record, and any sector-specific expertise they bring.

Tailor your approach when engaging with different investors, highlighting how their involvement can benefit your startup beyond just financial support.

8. Pitch Deck and Communication

Develop a compelling pitch deck that effectively communicates your business to investors. Highlight your team’s expertise, market potential, competitive advantage, and clear path to profitability.

Tailor your pitch deck to address the specific interests and concerns of potential investors based on your research.

9. Establish Brand Awareness

Before seeking funding, focus on establishing brand awareness to make it easier for investors to understand and connect with your business.

Leverage various marketing channels, such as social media, advertising, and public relations, to create a strong brand presence.

Work with a brand strategist and marketing consultant to develop a comprehensive strategy.

10. Seek Professional Guidance

Consider engaging a brand strategist, marketing consultant, or financial advisor who specializes in startups. They can provide valuable insights, help you refine your strategy, and navigate the fundraising process more effectively.

Their expertise can be instrumental in creating a compelling pitch deck, establishing brand awareness, nurturing leads, and offering a consistent brand experience.

How to Raise Funds for Your Startup?

Here are different methods to do so.

  1. Personal Savings: Founders use their personal savings to fund their ventures.
  2. Friends and Family: Startups seek initial funding from friends and family.
  3. Crowdfunding: Platforms like Kickstarter allow startups to raise capital from a large pool of individuals.
  4. Bank Loans: Entrepreneurs approach banks for business loans.
  5. Angel Investing: High-net-worth individuals invest capital in exchange for equity ownership, providing expertise and connections to startups in their early stages.
  6. Venture Capital: Specialized firms pool funds from institutional investors to invest in high-potential startups, offering not only capital but also mentorship, strategic guidance, and access to their extensive network for exponential growth.

Remember, raising startup capital is a journey that combines personal resources, support from loved ones, crowdfunding enthusiasm, and the belief and assistance of angel investors. Keep pursuing your dreams with optimism!

What do Investors Look For in Startups?

Investors invest in founders, not businesses. They take a bet on the founder’s ability to execute and build a successful company.

When evaluating an investment opportunity, investors look for founders with a strong track record, a clear vision, and the ability to execute.

They also look for founders who are passionate about their business and who have a strong team in place.

Understanding what investors look for is crucial when seeking funding. Investors typically consider a few key factors before investing in a startup. These include:

  • A strong team with a proven track record: Investors want to see that you have a capable team that can execute your business plan effectively.
  • A large and growing market: Demonstrating that your business operates in a sizable and expanding market is attractive to investors.
  • A unique and differentiated product or service: Having a competitive advantage and offering something distinct in the market increases your chances of securing funding.
  • A clear path to profitability: Investors want to see a viable plan for how their business will generate revenue and achieve profitability in the long run.

Tip: Check out this insightful article about the essential traits every startup founder should possess.

What are the Risks of Raising Funds?

While raising funds is essential, being aware of the associated risks is crucial. Some risks include:

Dilution: Raising funds means giving up company ownership, which can result in investors having a say in your business decisions.

Control: Investors may acquire some control over your company, potentially affecting your decision-making process and business plan.

Obligations: When you raise funds, you must repay your investors, even if your business faces challenges or struggles.

Carefully weigh the risks and rewards of raising funds before making a decision.

Raising funds can be worthwhile if you believe in your business’s potential for success.

Role of a Startup Mentor in Fundraising

A startup mentor, combined with a brand strategist and consultant can significantly assist you throughout the fundraising process. They can help you develop a compelling pitch deck, ensuring it effectively communicates your business to investors.

In addition, they can help you establish brand awareness, which is key to getting leads into your sales pipeline. By nurturing leads and offering a consistent brand experience, you can increase sales, retention, and loyalty.

In fact, 48% of people claim that the first interaction or purchase is the best time to earn their loyalty[3].

Here are some specific ways that a brand strategist and marketing consultant can help you with fundraising:

  • Help you develop a compelling pitch deck: A pitch deck is a presentation that you use to sell your business to investors. It should be clear, concise, and persuasive. A brand strategist and marketing consultant can help you develop a pitch deck that will make a great impression on investors.
  • Establish brand awareness: Brand awareness is the level of familiarity that potential customers have with your brand. It’s important to establish brand awareness before you start fundraising, as it will make it easier for investors to understand your business and why they should invest in it. A brand strategist and marketing consultant can help you establish brand awareness through a variety of channels, such as social media, advertising, and public relations.
  • Nurture leads: Once you’ve established brand awareness, you need to nurture leads. This means staying in touch with potential customers and providing them with information about your business. A brand strategist and marketing consultant can help you nurture leads through a variety of channels, such as email marketing, social media marketing, and content marketing.
  • Offer a consistent brand experience: A consistent brand experience is important for building trust and loyalty with customers. A brand strategist and marketing consultant can help you ensure that your brand is consistent across all channels, from your website to your social media presence to your customer service.

By working with a startup mentor, you can increase your chances of success in fundraising and beyond.

Did you know: TCC has worked as an excellent mentor to various startups worldwide.

The Role of a Financial Advisor Or Consultant in Raising Funds

Financial advisors or consultants are instrumental in raising funds, offering personalized advice to help investors build wealth.

They assist individuals and companies in achieving their financial objectives by providing strategies to increase wealth, reduce costs, and eliminate debts.

Here are some key ways they can contribute:

  • Investment advice: Advisors tailor investment recommendations to clients’ styles, goals, and risk tolerance, devising a plan to meet financial objectives.
  • Financial planning: Advisors offer a comprehensive analysis of clients’ finances, including assets, expenses, and income. They help create a financial plan to accomplish various goals.
  • Buying and selling investments: Consultants handle the purchasing and selling of investments, such as stocks and bonds, on behalf of their clients.
  • Assessing the financial situation: Advisors evaluate clients’ current financial status, identifying areas for improvement and working with them to create a customized financial plan.
  • Retirement planning: Advisors assist individuals in planning for retirement by constructing an investment portfolio that aligns with their risk preferences.
  • Access to a broader investor base: Investment banks and other advisors facilitate access to a wider network of investors, simplifying the fundraising process.

It’s worth noting that the terms “financial consultant” and “financial advisor” are often used interchangeably, with no clear distinction between their roles.


Raising funds is a critical step for any startup founder. By understanding the different types of capital, effective methods for finding investors, key factors investors consider, determining the funding amount, and the associated risks, you’ll be better equipped to secure the necessary funding to fuel your business’s growth.

If you require assistance with branding or marketing, reach out to us. We can help you create a strategy to attract investors and facilitate your business’s expansion.

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