Phase 1 · Discovery · Clarity Begins Here
Pre-Startup Funding Strategy
Most startups raise less than they need, more than they should at too low a valuation, from the wrong investors, at the wrong time. A pre-startup funding strategy prevents all four mistakes.
Pre-startup funding strategy is the design of the capital plan for a new business — identifying the right funding sources for the current stage, the right amount to raise, the right valuation to seek, and the right sequencing of funding events that maximises the founder's equity while giving the business the capital it needs to reach the next milestone. We design the strategy before the conversations begin so the conversations are conducted from a position of clarity and confidence.
The Pain We Solve
You may recognise yourself in one of these.
Three audience scenarios · because the same service produces a different transformation depending on where you are in the business journey.
Scenario 1
The founder approaching investors without knowing how much to raise or at what valuation
The question 'how much are you raising and at what valuation?' has no prepared answer. The number is guessed in the moment, too low to be credible or too high to be reasonable — and the impression left by the uncertainty is as damaging as the number itself.
Scenario 2
The business that raised too little in the first round and is already back in market six months after closing
The first round was based on optimistic milestones and conservative costs. Both proved incorrect. The business is back raising when it should be building — and the return to market before the first round's objectives are achieved is a signal that investors read as concerning.
Scenario 3
The founder who does not know which type of investor is appropriate for their stage and business model
Angels, family offices, VCs, syndicates, accelerators, and crowdfunding platforms are all options — with different criteria, different ticket sizes, different governance requirements, and different value beyond the capital. Approaching the wrong type wastes time and closes doors.
The Impact It Creates
The Moment You Will Feel the Difference.
Funding requirement correctly sized — enough to reach the next milestone with a buffer
Right investor type identified for the current stage and business model
Valuation approach designed that is defensible and fair to both founder and investor
Funding sequence planned across multiple rounds to minimise dilution over time
What You Receive
The Specific Deliverables.
Tangible outputs · documented, dated, and yours to keep.
- Funding requirement sizing — milestone-based capital planning
- Investor type mapping — which sources fit the stage, sector, and amount
- Valuation framework — methodology, comparables, and defensible range
- Equity dilution modelling across planned funding rounds
- Funding timeline and sequencing plan
- Pre-funding preparation checklist
The Outcome
Where You Will Be on the Other Side.
The founder enters the fundraising process with a clear, defensible funding strategy — knowing how much to raise, from whom, at what valuation, and in what sequence — and conducts every investor conversation from a position of preparation rather than improvisation.
Primary Focus
Designing the capital plan — amount, timing, investor type, valuation, and dilution — that gives the business the funding it needs while preserving founder equity.
KPI Measurement
- Capital raised vs target
- Dilution at first close vs planned
- Investor type match to stage
- Funding timeline vs plan
- Runway achieved from round vs designed
Investment & ROI
Pricing Engineered Around the Value You Create.
Every engagement is sized against the value we believe we can create with you · the fee is always a fraction of the outcome. Four tiers · so the investment matches your stage of business.
Tier 1
Foundations
£5,000 – £15,000
Right for
Pre-startup, startup, and micro-business founders ready to build on evidence rather than instinct.
Typical Value Created
£50K – £500K avoided in misdirected launches and bad bets
Engagement
4 – 8 weeks
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 2
Acceleration
£15,000 – £50,000
Right for
Growing SMEs and established small businesses ready to scale a working model into the next revenue band.
Typical Value Created
£250K – £2M of better-informed launch decisions and faster market traction
Engagement
8 – 16 weeks
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 3
Transformation
£50,000 – £250,000
Right for
Medium enterprises and scale-stage businesses ready to commit to a multi-quarter, organisation-wide shift.
Typical Value Created
£1M – £25M in strategic pivots de-risked and new categories validated
Engagement
3 – 9 months
Target Return
5 – 10× ROI
within 12 – 18 months
Tier 4
Enterprise
£250,000 – £2M+
Right for
Large enterprises, global operators, and complex organisations ready for a multi-year strategic partnership.
Typical Value Created
£5M – £100M+ in optimised market entry, M&A diligence, and category positioning
Engagement
12 months and onward
Target Return
5 – 10× ROI
within 12 – 18 months
Why We Price This Way
Every engagement is sized around the value we believe we can create with you. The fee is always a fraction of the outcome · typically 10 – 20% of the expected first-year return.
This is how we make sure pricing aligns with results. The conversation is never “what does this cost?” · it is always “what is this worth to your business?” We answer that together in the first call, transparently, and decide the right tier from there.
If we cannot articulate a credible 5–10× return for your specific situation, we will tell you in the first call. That honesty is part of why our clients trust us with the work that matters most.
Why This Conversation Matters
“The funding strategy is not the pitch. It is the thinking that makes the pitch coherent. Without it, the founder is answering questions they have not prepared for, from investors who have heard the unprepared answer many times before. We build the strategy that makes every conversation count.”
A 90-minute structured strategy session · produces a usable roadmap whether you engage further or not.
More in Phase 1