5 Easy to Follow Rules to Raising Money For Your Startup

It’s a tough reality, but over the course of their lifetime, most if you an entrepreneur, you will be raising money for your startup more than once. While fundraising can be difficult, both mentally and physically, mastering the art of raising money is a key skill that will help keep your startup running smoothly and efficiently, leading to a greater chance of success. By following just a few simple rules, you’ll be able to ease the stress associated with fundraising, helping you raise money quickly and easily for your company.

Raising Money For Your Startup

Rule number one: fully commit to fundraising.

Some startup founders can be surprised by how distracting seeking business funding actually can be. This is why it’s crucial that once you decide to raise money, you seriously focus on it. Go into full-time fundraising mode and focus all of your attention on your goal so that you can get your funds quickly and get back to work on your startup.

If you try to raise money while also trying to keep growing your startup, you’ll tend to see your growth drop sharply. And your startup cannot endure that level of distraction for very long.

Next, it’s time to start getting introductions to investors.

Now, getting introductions can be pretty tricky, and their effectiveness can vary greatly between each introduction. However, by getting personal introductions and leads to new investors directly, you’ll have a much easier time convincing them to invest in your startup. Two, almost fool-proof, ways to get an introduction are:

  1. From a well-known investor who has already invested in you.
  2. From a founder of a company who has been invested in by a potential investor.
  3. From a business plan consulting firm with an existing base of investors looking for viable deals.

Once you’ve been introduced, it’s important that you learn when an investor is actually saying “no” – even when it sounds like a yes.

This third rule can help you avoid being misled and wasting time. That’s because, some investors prefer to wait it out before investing in your startup and can try to lead you on, without actually committing. Some use language that makes it sound as if they’re committing, but they actually aren’t. Others might just stop responding to your emails until they become interested in investing down the road, and pretend they’ve just been distracted until then.

Whatever the case, teach yourself not to be tricked. If you believe an investor has committed, get them to confirm it. And until then, regard them as saying no.

This brings you to the fourth rule of raising money for your startup

Talking to multiple investors at the same time. This not only saves you time when raising money for your startup, but it also helps you counteract the above rule, allowing you to figure out which investors are more promising than the others. You won’t have the time to deal with investors one at a time and not every investor deserves the same amount of attention from you. The best solution is to talk to all potential investors in parallel, but making sure you give higher priority to those who are more promising.

Going with rule four, you next to need to create multiple plans that match the different types of investors that you’ll be pitching to. For example, if you are pitching to an investor who in the past has invested large amounts of money toward other investments, you should talk about your most expensive plan. In the same way, if you’re in the talks with an investor who gives out smaller amounts, and you haven’t raised any money yet, try focusing on your least expensive plan when pitching.

And finally, it’s time to get your first commitment. Getting the first investor to commit can be the hardest part of raising money, no matter what stage you and your startup are at, but once you have one, it can become increasingly easier to get other investors to commit.

Once an investor commit, make sure you close any of the money they’ve committed to you. Even a day’s delay could bring news that causes an investor to change their mind, so once they say yes, set up a timetable for getting the money in the bank and don’t be afraid to babysit them until it happens.

Raising Money For Your Startup Through Venture Capital in South Africa

For entrepreneurs in South Africa, realizing the full potential of a startup often hinges on securing the necessary funding to fuel growth and innovation. Venture capital has emerged as a critical source of capital, providing not just funds but also strategic guidance and expertise. Let’s considder the intricacies of raising money for your startup from venture capital in South Africa, exploring the steps, considerations, and potential benefits of this funding avenue.

  1. Understanding the Venture Capital Ecosystem:Before delving into the fundraising process, entrepreneurs must familiarize themselves with the venture capital ecosystem in South Africa. This includes identifying prominent venture capital firms, understanding their investment focus, and assessing their track record in supporting startups.
  2. Developing a Compelling Business Plan:A comprehensive and compelling business plan is the foundation of any successful fundraising endeavor. Entrepreneurs should articulate a clear vision, demonstrate market opportunity, outline their business model, and showcase a feasible strategy for growth. A well-structured plan is essential to capturing the attention of venture capitalists.
  3. Identifying the Right Investors:Not all venture capital firms are the same, and finding the right fit is crucial. Entrepreneurs should seek investors whose focus aligns with their industry, stage of development, and long-term goals. This targeted approach increases the likelihood of a mutually beneficial partnership.
  4. Building a Strong Management Team:Venture capitalists often invest not only in ideas but also in the people driving those ideas. A startup with a strong and experienced management team is more likely to attract venture capital. Entrepreneurs should emphasize the capabilities, expertise, and track record of their team in the fundraising pitch.
  5. Showcasing Traction and Milestones:Venture capitalists are drawn to startups that demonstrate traction and achieve significant milestones. Entrepreneurs should highlight customer acquisition, revenue growth, partnerships, or product development milestones to showcase the startup’s progress and potential for future success.
  6. Valuation and Funding Terms:Negotiating a fair valuation and funding terms is a critical aspect of the fundraising process. Entrepreneurs should conduct thorough market research and financial analysis to justify their valuation. Clear communication and transparency in negotiating terms contribute to a healthy and successful partnership.
  7. Mitigating Risks and Addressing Concerns:Venture capitalists are risk-aware investors. Entrepreneurs should proactively identify and address potential risks associated with their startup. Demonstrating a clear understanding of risks and presenting viable mitigation strategies instills confidence in investors.
  8. Developing Relationships and Networks:Building relationships with venture capitalists is not solely about securing funding; it’s about establishing a long-term partnership. Entrepreneurs should leverage networking opportunities, attend industry events, and actively engage with the venture capital community to build rapport and credibility.
  9. Staying Agile and Adaptable:The fundraising landscape can be dynamic, and entrepreneurs must be agile and adaptable. Receiving feedback from potential investors, refining the business strategy based on insights gained, and being open to adjustments enhance the startup’s appeal to venture capitalists.
  10. Leveraging Post-Investment Support:Beyond capital, venture capitalists often provide valuable post-investment support. Entrepreneurs should leverage the expertise and networks of their investors to navigate challenges, refine strategies, and unlock growth opportunities.

Raising money for your startup from venture capital in South Africa is a strategic and nuanced process that requires careful preparation and execution. Entrepreneurs who invest time in understanding the venture capital landscape, developing a compelling business plan, and building strong relationships with the right investors position themselves for success. The venture capital route not only provides funding but also brings invaluable expertise and support, propelling startups on a trajectory toward sustained growth and market success.

Overall, raising money for your startup can seem like a new experience every time you do it. But by following these simple rules, you’ll be able to master the process and get your funding quickly and easily.

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Matthew Musgrove

Matthew Musgrove

Matthew is an entrepreneur and business Advisor with a passion for change management and social empowerment. With a background in business accounting and advisory, as well clinical research project management, he strives to find strategic and sustainable solutions to business problems.



Mark Van Hoff comes from background of technical & production planning, budgeting & scheduling of major live events. As the first production co-ordinator at M-NET for Outside Broadcasts, Mark has managed major local and international productions including Miss South Africa, Miss World, multiple music events and major sports events, including the PnP Cycling Tour.​Mark co-founded Van-Man Productions in 1994, Page to Picture in 2000 and Move Media Networks in 2007. All three companies have achieved domestic success and have been well-regarded in the South African production industry.



Oluwaseun Adewuyi who is the Group Chief Finance Officer (CFO) at Caban, is a Certified Chartered Accountant, with Fellowship status at both the ACCA as well as the Institute of Public Finance and Accountancy, a UK Based industry body with a specific focus on the management of charities, not-for-profit organisations and NGOs.. Oluwaseun comes with strong business acumen and 20+ years of progressive experience in finance and operations management within well-reputed and high growth organisations Including Next Plc and Royal Mail. He has been heavily involved in impact investment across Sub-Saharan Africa and has been instrumental in the creation of a series of community schools in West Africa. Throughout his career, he oversaw a broad range of operations, including Business Strategy and Business Reorganisation, summarising the organisation’s financial status, and coordinating the preparation of tactical plans, financial forecasts, and budgets. Adept at developing and implementing effective internal control framework to maintain sound financial accountability.

tim scholtz


Tim Scholtz, who's is the Chief Operating Officer (COO) at Caban Investments, is experienced in implementing corporate governance guidelines, formulating risk management structures, process and cost optimization. Tim has a strong corporate background, having worked as COO at the South African Tourism board, was COO at the Nelson Mandela foundation and as a internal audit manager at Arthur Anderson earlier in his career.

Ben Botes


Ben Botes is Entrepreneur, VC, co-Founder, Author and Academic with a strong social conscience. Ben Involved with early stage and growth firms for the past 20 years and has been Co-founder of 9 separate businesses across Africa. Ben has directly and indirectly been involved in impact investment and the support of charities and non profits for the last 30 years. Ben is a regular speaker at the African Investment Conference in London and has been featured in Wall Street for Europe, The Guardian Small Business, BBC, the Mail and Guardian in the UK and BizCommunity, Channel 3 TV, Investors Weekly, The Cape Times, Radio 702 with John Robbie and Good Hope FM in South Africa

Dave Romero


Dave Romero is a venture capitalist and entrepreneur with a passion for making an impact. A qualified Professional Accountant, Dave has been a director in multiple financial institutions and was once the youngest Chairman on the JSE, in addition to being listed as one of Business Times’ Top 100 companies and the 40th fastest-growing company in South Africa. Dave is a core founder of the Caban Group, which aims to provide a comprehensive service offering to small businesses in return for equity. With a passion for nurturing entrepreneurs, Dave can often be found outside of the boardroom – offering advice, creating innovative funding solutions and building communities through sustainable practices.



Dr Ruben Richards is a truly inspirational South African leader. Through his peace-building seminars for criminal gangs, Dr Ruben has facilitated the longest ceasefire in the history of gang warfare on the Cape Flats. In addition to being Chairman & Founder of the non-profit Ruben Richards Foundation, Dr Ruben is an ordained cleric, company director, non-executive Chairman of Visual International Limited and was once the Deputy Director-General of the now-disbanded Scorpions.