Finding and approaching the right investors is just as important as building the product. You’re not just looking for money, you’re looking for a partner who believes in your vision and can add value beyond capital. 

Start by getting clear on how much funding you actually need. Know your burn rate, revenue forecast, and what milestones you need to hit in the next 12-18 months. Once that’s locked in, start researching investors who fund companies at your stage, in your industry, and with your type of business model. 

Don’t just look at big names and dig into their portfolio. What kinds of startups have they backed? At what stage? Do they write small checks or lead rounds? Are they hands-on or passive? This helps you filter out who’s actually a fit vs who’s just a popular name on Twitter. 

When it comes to approaching investors, warm intros work best, Tap into your network founders, mentors, ex-colleagues. If a warm intro isn’t possible, a cold email can still work but only if it’s personalized. Don’t send generic decks or one-size fits all intros. Show that you understand their investment focus, mention relevant portfolio companies, and clearly highlight your  traction and edge.

Your pitch should be sharp and data-backed. Be clear about your market, your solution, your traction, and your plan to grow. Show that you understand your competitors, your risks, and how you’re navigating both. Investors respect transparency; they’re not expecting perfection, but they do expect honesty and clarity. 

Most importantly, be consistent and persistent. You’ll hear a lot of no’s. Follow up, stay polite, and keep refining your pitch with every conversation. Don’t get emotional about rejections, treat them as feedback.

Conclusion: At the end of the day, fundraising is a process, not a one- shot event. It’s about building relationships, staying disciplined, and putting in the reps. You don’t need every investor to say yes, you just need the right few who get it. So keep the pitch sharp, the numbers tight, and the mindset long-term. Back yourself, stay in the game, and make sure you’re building something worth funding.