From crowdfunding chaos to working with angels and even Kelly Hoppen, here’s what I’ve learned about fuelling growth with equity funding.
When I first set out to raise funding for my startup, I had all the usual questions. Where do I start? How do I get in front of investors? Do I need to wear a power blazer and talk like I’ve swallowed a pitch deck?
A few intense months later, I’d raised £250,000 through angel investment and crowdfunding. It was a bit of a rollercoaster, but it completely changed the future of my business — and, in many ways, my career.
Since then, I’ve helped hundreds of founders raise their first or second equity funding round through the Funding Accelerator I run at Focused for Business. I’ve also supported Kelly Hoppen with some of the investments she made when she was a “dragon” on the TV show Dragons’ Den, which taught me a thing or two about what angel investors are really looking for.
So if you’re a founder thinking about raising equity to grow your business, this one’s for you. Here’s the good, the bad, and the “please don’t do that” of scaling with other people’s money.
When Equity Funding Makes Sense (and When It Doesn’t)
Equity funding isn’t for everyone. It’s not a magic wand, and it’s definitely not “free money”. But if you’re building something ambitious — think tech, SaaS, marketplaces, anything with big growth potential — it might just be the rocket fuel you need.
When I raised £250K, I knew I didn’t want to take on debt. I needed money to build our tech, grow the team, and move quickly before someone else got there first. Bootstrapping would’ve meant crawling at snail pace — or worse, stalling completely.
Equity funding let me accelerate. But it also meant bringing others into the business, answering to shareholders, and keeping my eyes firmly on the growth targets. That’s the trade-off: fuel for the journey, but you’d better know where you’re going.
Takeaway: Only raise equity if you’ve got a plan for scale — not just a great idea and a hope for the best.
The £250K Raise: What I Got Right (and Very Nearly Got Wrong)
Let’s be honest — raising money isn’t just about having a cracking idea and a polished deck. It’s about telling a compelling story, building trust and rapport, and being the kind of founder investors want to back.
I chose a combo of angel investment and crowdfunding. What I quickly discovered was:
- Investors back people, not ideas (especially in the early stages of a business). You don’t need to be flashy, but you do need to be credible, clear and confident.
- Crowdfunding doesn’t work unless you bring the crowd. These platforms aren’t fairy godmothers. You’ve got to show up with your own hype squad – and have secured some of the funds you need before you “go live” on a crowdfunding platform.
- Due diligence is a thing. Your numbers, structure and paperwork need to be in order — or investors will politely (or not-so-politely) ghost you.
Of course, I got a few things wrong. I pitched too early to the wrong people. I underestimated how long it would take. But I also learned that with the right prep, funding is totally doable — even if you don’t have a unicorn horn sticking out of your business plan.
Helping Other Founders Do It (Without Losing Their Minds)
After my raise, other founders started asking for help. My desire to help other – and also start to change the way investors and founders engage with each other – led me to build antoehr startup, Focused for Business, where I now run an equity Funding Accelerator for startups raising their first or second funding round.
Here’s what we do: we help founders get investor-ready, tell their story properly, find the right investors and negotiate to secure the right kind of funding — without burning out or selling their soul.
Some of the common traps I see:
- Pitching before your business is ready
- Having a “meh” value proposition
- Looking for a magic investor who’ll solve all your problems
What actually works?
- Having a clear growth plan, articulated in a strong financial forecast
- Showing traction (or a believable plan to get it), and delivered with a strong narrative (and I don’t just mean a pitch deck!)
- Building relationships with the right investors before asking for their money
Takeaway: If you’re trying to raise investment, make sure the business is ready — and that you are too.
Lessons from Kelly Hoppen’s Investment World
Working with Kelly Hoppen has been one of the most insightful parts of my journey. Aside from being a design icon, Kelly is also an investor — and she takes no prisoners.
What I learned from helping manage her investments:
- Communication is everything. Investors hate surprises (unless they’re about profits). Be upfront, even when things go wrong.
- Strategy matters. Growth for the sake of it is pointless. Investors want a smart, thought-through plan.
- Execution wins. Fancy ideas are ten-a-penny. Investors want to know you can actually deliver.
Takeaway: Raising money is just the beginning. Being a great founder post-investment is what keeps doors open.
Final Thoughts: Scaling with Sanity
Equity funding can be brilliant — if you know why you’re doing it and what you’re going to do with the cash. It’s not a badge of honour. It’s a tool. Used well, it can unlock real growth.
Here’s what I want every founder to remember:
- Don’t raise unless you know what the money’s for. “To grow” is not specific enough.
- Start talking to investors early. Relationship building takes time.
- Work on your story. You’re not just selling a product — you’re selling a vision.
- Don’t treat crowdfunding like a shortcut. It’s a full campaign. You need a plan.
- After the raise, it’s time to deliver. Investors expect results — and regular updates.
If you’re getting ready to raise funding, you don’t have to do it alone. I’ve walked this path and now help others do the same (with fewer grey hairs, ideally).
- How to Raise Money (Without Losing the Plot) - June 9, 2025
- How I Raised £250K – and Help Other Founders Scale with Equity Funding - June 9, 2025
- This Is Why A Business Exit Strategy Actually Attracts Investors - March 9, 2025
