Applying for Funding – Build a Compelling Business Case First

Applying for Funding – Build a Compelling Business Case First

Applying for funding is more than a case of having a few customers and a great idea; if you want to convince others that you and your business are worth investing in, you need to build a compelling business case.

Before you fill out any application forms or meet with potential funders, follow these steps…

1. Prepare Your Pitch

Your pitch should be a careful blend of product information, and business research and include a personal CV. James Caan, Dragon’s Den judge and successful entrepreneur once said that funders and investors want to know that their money is in the hands of someone who has failed. This demonstrates that the entrepreneur knows the pain of failure and has learned lessons from making mistakes. “Investors invest in people,” he says “not ideas. I want to know the credentials of the person that is going to be the custodian of my money”. Structure your pitch to have product/service-related information, the credentials of the key individuals, market research, market positioning and financial breakdown.

2. Ditch the Long Business Plan

Long, laborious business plans will bore your potential funders and investors but there is valuable information that needs to be shown. You can follow the steps of developing a business model canvas that will cover all the salient points that investors are interested in but won’t put them to sleep. Use a template that includes risk factors, customer segmentation and a financial model.

3. Demonstrate Your Own Investment

When you are asking for funding or investment, there is nothing that is more compelling than showing how much time and money you have already invested into your business. Calculate what the opportunity costs were or the amount that pursuing this idea has cost you; had you stayed in a job or taken up other opportunities. This will quantify the sacrifices you have already made for your business.

4. Know What You Are Willing to Give – and When to Walk Away

Every funder or investor, unless an angel, will want something in return. Be prepared to sacrifice a portion of equity, an interest repayment or a trade exchange for the funding you are seeking. Have an idea of the amounts you are willing to share with another party and where your breaking point is- know when the cost is too much and when you are going to walk away.

5. Research Your Potential Investors

Different investors are looking for different reasons to invest. Some have personal reasons why they would like to partner with your business and others are interested in the social impact that you may have on employment creation. Understand who your investor is and what their sweet spot will be in terms of your offering. Research the background of the venture capital company or angel investor, their current portfolio of investments, and what they can add to your business over and above a capital injection. This will direct the tone of your pitch as well as the most important points you should highlight in the short time that you have to get the attention of your perfect investor.

Most importantly, shop around for the perfect funding partner- don’t just take any offer – or the first offer – that comes your way. There are several public/private partnerships that aim to stimulate economic growth by connecting businesses that require funding with suitable investors, as well as to educate applicants on best practices to follow to turn ideas into bankable business plans.

If you’re looking for capital to support your business growth, high-impact post-investment support, access to markets and specialist mentors, you should consider applying for funding through the WDB Growth Fund.

About Seed Academy

Since its inception, Seed Academy has relentlessly and passionately championed the growth and development of women and youth entrepreneurs, driven by the belief that entrepreneurs create economic growth, uplift communities, and create a more equitable future for all. Seed’s holistic approach combines business development training with technical skills development, personal leadership, mentorship, coaching, and addressing the challenges women and youth in business face. All while fostering a community of entrepreneurs and strengthening the ecosystem overall. Read more about our AccelerateHer, AccelerateYouth and ESD programs on our website or contact us for more information.