Thinking About Raising Money for Your Business? Here’s What You Need to Know Before You Start.

Raising capital is often seen as a necessary milestone for growing a business. It’s how many companies fuel their next stage of growth, but let’s be real—I hate it.

It’s messy. It’s nuanced. It’s stressful.

But I’ve done it successfully several times, and in the trenches, I’ve learned a lot.

In the last week alone, I’ve received a dozen emails from founders asking, “How do you raise money?”

The truth? There’s no one-size-fits-all answer. Raising capital is as much about relationships and strategy as it is about numbers. With the capital markets expected to open back up in 2025, especially for better-for-you brands, now is the time to prepare.

Here are my top tips for founders and entrepreneurs considering raising money—and some hard-learned lessons you won’t find in a textbook.

1️⃣ If You Can Build a business without Raising, Do It.

This is my number one piece of advice.

Raising capital often means giving up ownership and control. If you can bootstrap your way through those early stages, do it.

Owning more of your business for longer will pay dividends in the long run. Seek equity capital only when you’re ready to scale beyond what bootstrapping can support.

2️⃣ Find Investors Who Believe in YOU First.

Fundraising starts with relationships.

Your earliest investors won’t buy into just your product—they’ll buy into you.

When I launched The New Primal, I had a handful of people from my community say, “When you start that business, I want in.” That early belief is invaluable.

If you can start with friends, family, or local investors, do it. These people know you, trust you, and will often give you the most founder-friendly terms.

3️⃣ Raise More Money Than You Think You Need.

Here’s a hard truth: You’ll always need more money than you think.

Costs will arise that you didn’t anticipate. Marketing expenses, supply chain hiccups, unexpected product tweaks—these things add up fast.

Whatever number you have in mind for your raise, add 20-30% to it. Trust me, you’ll thank yourself later.

4️⃣ Focus on Future Growth, Not Just Historical Numbers.

Too many founders get caught up in the past.

Yes, your historical revenue matters, but when you’re raising capital, investors are buying into your future.

If you’ve got traction in the market, build your pitch around your forward projections. Show them where you’re going, not just where you’ve been.

5️⃣ Treat Fundraising Like Dating.

Fundraising isn’t a sprint—it’s a marathon.

You’re essentially marrying your investors for the next 5+ years. Would you want to be tied to someone who doesn’t align with your values, goals, and vision?

Take your time. Build relationships long before you need the money. Investors like to see a track record of communication and updates over time—it builds trust.

6️⃣ Interview Your Investors.

The relationship goes both ways.

Too many founders treat investor meetings as one-sided interviews. But you need to be interviewing them just as much.

Here are some key questions to ask potential investors:
✅ Why did you take this meeting with me?
✅ How do you see my brand fitting into your portfolio?
✅ How will you bring value beyond capital?
✅ How many operators or founders are on your team?

Avoid funds made up exclusively of finance pros with zero operational experience. You want partners who get it—people who’ve been in your shoes and know how to navigate the ups and downs of scaling a business.

7️⃣ Don’t Be Afraid to Close the Deal.

Here’s where many founders fall short.

They end the meeting with, “Let us know if you’re interested.”

Wrong move.

Instead, take control of the conversation. Ask: “Based on our discussion today, what would prevent us from moving forward?”

Always schedule the next call before ending the one you’re on. Leave with clear action steps and next steps in place.

The Bottom Line: Build Relationships Early

Raising capital isn’t easy, and it’s not for everyone.

But if you’re considering it, start building relationships now—long before you need the money. Stay in touch with potential investors, share updates on your progress, and make sure they see your growth story unfold.

The capital floodgates will open again in 2025, and the brands that are prepared will have the best shot at securing the funding they need.

Call to Action: What Do You Want to Learn?
Which of these tips resonates with you?

What questions do you have about fundraising, and which topics should I dive deeper into?

Let me know—I’m happy to unpack more based on what you’re curious about!