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| What to communicate at each stage? | One of the biggest mistakes that I see founders making is having a single strategy for communicating with investors. The problem with this is that you will often be engaging with investors at three different stages: | Before you start planning your raise. As you plan your raise before you go to market. When you are actively fundraising.
| These three stages serve different purposes and require different approaches. If you use the same approach at each stage, then you will fail to maximize the potential of the conversations, create confusion about the purpose of the conversations or in the worst case, alienate an investor completely.
So let’s dive into what your focus should be when talking to investors at each of these stages. | | Cut Lead Review From Hours To Minutes | | Sign up for a free trial of Attio, the agentic CRM. | Ask Attio to build a daily workflow that surfaces the deals that need your attention today, like anything with a stage change, a recent reply, or a new signal in the last 24 hours. | Review your pipeline in Claude, synced live from Attio via MCP. | That's it. | Try Attio Now |
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| | Before you start planning your raise - At this stage there should be two primary focuses: (i) vision, (ii) potential. When you are months or years away from raising, you want to be selling investors on the vision of what you are building and its potential. They don’t need to make decisions yet about investing, so they aren’t actively thinking about risk. So at this stage, trying to make sure that they see the biggest and best possible outcome should be your objective. As you plan your raise before you go to market - At this stage you want to start to get them ready and excited to invest, your focus should be on (i) education, (ii) demonstration. You want them to understand how you are doing what you are doing and to be able to see and experience the results. Again, at this stage, you don’t need to worry about closing the deal, so focus on getting some of the more boring parts of pitching (like education) out of the way so that when you come back to them in 3-6 months, they already understand what you are doing and how. When you are actively fundraising - Focus on (i) narrative, (ii) traction, (iii) process. At this stage, when you are in the process of raising funds, you want to stick to the script and ensure that you are leveraging calendar density to create a sense of FOMO. That means that all investors are moving through your process at the same rate, and you control both the process and the narrative. If you can nail this, then you’ll be able to put your best foot forward and maximize your chances of raising.
| | Do you tailor your pitch to the stage of conversation? | | | Hampton took $440K in planned hires off the calendar | | Hampton co-founder Joe Speiser had three roles budgeted: a data engineer, an ops manager, a PM. $440K. He installed Viktor on April 12. Forty-four days later, none are on the calendar, and 18 of his team work with Viktor daily. His VP: we are editors now, not creators. | Get Started for Free | | |
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