Hearing from a founder who has raised multiple times helps convert vague advice into practical actions. In a recent Funding Mastermind, Tom Old, co-founder of Just Move In, shared the patterns he sees across successful raises. The thread through all of it is momentum. Fundraising is not a one-off pitch. It is a disciplined campaign where each asset and each conversation earns the next step. The notes below translate his guidance into actions you can take this week, with a focus on pipeline, message clarity and trust.
1) Treat fundraising as sales
Approach your raise like a sales motion. Build a pipeline, set activity targets, track stages and manage follow-ups. Decide how many new introductions, qualified calls and second meetings you will secure each week. Use a simple tracker to see where conversations stall. That visibility forces progress and prevents a month slipping by without enough first meetings.
2) Prioritise warm paths and be useful first
Cold outreach has its place, but warm paths outperform. Spend part of every week asking your network for specific introductions. Offer something useful first, such as a brief benchmark, a customer insight or an introduction of your own. That pay-it-forward habit compounds credibility. It is also a test: if your story does not earn introductions from people who like you, it will struggle with strangers.
3) Match investors to your stage and cheque size
A common cause of slow raises is mismatched targets. Map who invests at your stage, in your sector and at your cheque size. If you are early, operators and angels with relevant domain experience can add signals and help shape the model. As traction builds, graduate toward seed funds that have the bandwidth to support you beyond the cheque.
4) Use a tight, curiosity-driven deck
The first deck earns a meeting; it does not answer every question. Cover the problem, solution, why now, market, rivals, product, model, traction, team and the ask. Keep copy lean. Add appendix slides to handle known objections such as unit economics, compliance or integrations. Rehearse delivery so you can tell the story calmly in under ten minutes.
5) Lead with measured honesty
Trust increases when you acknowledge risks plainly and explain how you are reducing them. A simple pattern works. What did not work, what changed, what improved and what the next checkpoint is. Investors understand that early companies have issues. They focus on whether you find them fast and handle them well.
6) Manufacture momentum and social proof
Momentum rarely appears by chance. Write a short closing plan that sequences outreach, follow-ups, soft commitments and diligence. When credible people are involved, ask permission to reference them. A named pilot, a respected angel or a recognised partner can unlock doors. Keep a dated list of progress so there is always a clear reason to speak again.
7) Budget serious time for the campaign
A raise absorbs attention. Protect daily blocks for outreach, reply within 24 hours to active investors and keep your data room current. Set expectations with your team so delivery continues while you run the campaign. Small, consistent actions every day beat occasional bursts.
8) Practise your pitch until it feels natural
Delivery improves with repetition. Record practice runs, note where you rush or waffle and refine wording. Prepare short answers to the questions you always get. Calm, concise delivery under time pressure signals competence, which lowers perceived risk.
9) Know the numbers investors care about
Pick the traction signals that matter for your model and learn them cold. For B2B, that may include funnel conversion, sales cycle, pipeline coverage and expansion rates. For the consumer, it may be cohorts, retention and payback. Keep a one-pager with LTV, CAC, gross margin, runway and your next three milestones. If you do not know a figure, follow up the same day.
10) Prepare your data room before outreach
Nothing kills pace like scrambling for files. Use a simple folder structure across company, product, market, metrics, financials, legal, people and fundraising. Include a short index so people can find what they need. Keep versions clean and label dates. When diligence requests land, you can respond in hours, not days.
Instruments that help you keep moving
Early rounds are often fluid. Using a simple instrument that allows money to come in while you complete milestones can preserve momentum. The key is clarity. Align on timing, discounts and conversion conditions. Communicate progress regularly and set expectations about when you expect to price the round.
Practical steps for the next seven days
Founders leave events motivated, then wonder what to do on Monday. This compact plan creates visible progress in a week. First, tighten your deck to 10–12 slides and remove anything that can sit in the appendix. Second, build a list of 30 targets that fit your stage, cheque size and sector. Third, book three practice pitches with friendly operators and capture repeat questions. Fourth, set up a clean data room with a one-page index. Fifth, send five warm emails that request specific introductions and diarise follow-ups. The goal is not to finish the raise in a week. It is to create momentum that compounds.
When to press pause and when to walk away
Momentum matters, but so does judgment. Press pause if you realise the story does not match the stage. For example, if your metrics are thin for the cheque you are seeking, use a short sprint to improve one clear signal, then re-engage. Walk away if an investor pushes you toward a model you do not believe in, delays without commitment or requests terms that would constrain future rounds. Protect the cap table, protect the plan and protect your ability to execute. A clean, confident no often earns respect and keeps the door open for later.
If you are preparing your business for investment, why not join a free, online Funding Strategy Workshop where you will hear three insights that increase your chances of successfully raising investment and ask any questions you may have. Book your place.
FAQ – Funding Lessons
How many investors should be in an early-stage pipeline?
Start with a focused list of about 30 that fit your stage and cheque size. Aim to keep at least 10 active conversations moving so you always have next steps.
How long should a first deck be?
Ten to twelve slides, plus an appendix for deeper detail. The goal is to earn a meeting, not to answer everything by email.
What counts as traction if revenue is early?
Choose signals that predict revenue for your model. Examples include signed pilots, cohort retention, usage growth, conversion rates or strategic partnerships.
How often should I update interested investors during a raise?
Every two to three weeks. Keep it short and specific: progress, numbers, and the next step.
- Creating calm to bolster founder creativity: practical tools that work with Olivia Greenberg - February 9, 2026
- Ten Funding Lessons From Just Move In’s Tom Old: How Founders Can Build Momentum and Close Rounds - January 12, 2026
- The Reality Check Your Marketing Needs: Why Measuring Marketing Success Matters More Than You Think - September 30, 2025
