The 9 Ps of Pitching for Money – Part 3: Landing it

5. Pitch

You’ll probably only get 30 minutes—an hour if you’re lucky. Some investors will have read your deck beforehand, others won’t. Start with a soft check-in: “Would it be helpful if I walk through the deck or would you prefer to jump straight into questions?”

Most investors know within 10 minutes whether they’re interested. Your job is to connect, clearly show the opportunity, and leave them wanting more.

6. Price

Valuation can be a tricky topic, but here’s the rule: every round needs to be an up round. Don’t set your early valuations so high that it’s impossible to justify growth later.

Early-stage investors know they’re making risky bets. A good angel makes 10 investments expecting:

• 7 will fail

• 2 will break even

• 1 will pay for the rest (10X return)

Later-stage investors (Series A and beyond) look for lower returns (3–5X) because there’s less risk. So wherever you are in your journey, make sure the potential upside is clear and realistic.

7. Potential

Investors want ambition. Big ambition. They don’t want to invest in businesses that might make a few million. They want to see the path to hundreds of millions—or more. Even if you’re starting small, they want to know the vision is massive.

Your job is to help them see what’s possible. Where can this go if it all works? What’s the real ceiling here?

8. Philosophy

This one’s often overlooked: make sure your investor’s philosophy matches yours.

• Are they in it for the long haul?

• Do they want a fast exit?

• Are they product-first or finance-first?

If your plan is to build a sustainable business over 15 years, don’t take money from a fund with a 5-year exit horizon. It’ll just lead to tension.

When you're early, it’s easy to get excited that anyone wants to invest. But not all money is good money. Take time to understand how your investor thinks.

9. Pay

Last but not least—founder salaries. No investor wants to see their capital go straight into your pocket. That doesn’t mean you work for free, but keep your salary lean. Enough to live, not to coast.

You should still feel the hunger. Your investor wants to know you’re in it for the upside, not a cushy job.

---

Final Thoughts

Just like a pilot doesn’t need to stare at the fuel gauge constantly, a well-prepared founder shouldn’t be stressed about cash every minute. Build strong reserves. Raise wisely. Spend intentionally. And keep your focus on flying the plane—not just refuelling it.

Pitching for money isn’t just about the slides or the numbers—it’s about showing investors that you’re the right person, with the right plan, at the right time.

Now, go raise smart and fly high.