I was recently featured in TechRound, where I shared what founders really need to know before raising capital.

(And no… it’s not just about how good your pitch deck looks!)

Having raised 7 figures in funding - and seeing hundreds of founders go through the process - I’ve seen firsthand what makes the difference between a “maybe” and a “yes.”

In this article, I’m sharing what most founders miss when trying to raise capital, and what investors are really looking for when they say yes (or don’t).

Whether you’re actively raising or simply want to make your business more investable, these are six areas that can strengthen your position and boost investor confidence.

1. Be Strategic About Who You Approach

Not every investor is right for your business. Whether it’s a VC, angel investor, family office, or joint venture... alignment is everything.

We raised 7 figures by finding people actively looking to invest in our space that are aligned, and building real relationships from there.

2. Financial Clarity Is Non-Negotiable

If you can’t confidently explain your numbers, it’s a no.

You need:

• A clear picture of your current position
• Realistic, data-backed plans and forecasts
• Clarity on margins, burn rate, and cash flow
• A plan for how the funds will be used... and the expected return on that investment

This shows investors that you understand your business at a strategic level, and that their capital will be in capable hands.

3. Know Your Market Better Than Anyone

Now, zoom out. Investors want to back founders who know their market inside-out.

You should be able to clearly articulate:

• Who your customer is
• The problem you solve (and how you do it better than anyone else!)
• Market size, growth potential, competitive dynamics
• And importantly - the risks, shifts, and trends that could impact your space

Investors want confidence that you understand the game you’re playing, and how it’s changing.

4. Prove Your Business Can Scale Without Breaking

It’s one thing to grow. It’s another to grow without compromising performance.

Investors are looking for businesses that won’t crack under pressure.

• Can your delivery systems keep pace?
• Are your operations set up to expand?
• Can your model grow beyond you?

5. Build Mutual Understanding

This part’s often overlooked, but it’s critical.

Take the time to understand what they really want, and how you can help them get there. Make it easy for them to understand you too.

It’s a two-way relationship. Listening, alignment, and trust are everything.

Don’t force it. When it’s the right fit, you will know.

6. Get Legally Prepared

Don’t let paperwork become the dealbreaker.

Be ready with clean agreements, compliance handled, and expert legal support behind you.

Whether you’re planning to raise or want to become more investable, these foundations matter.

What to Check Before You Pitch Again

Before you start pitching, take a step back and ask yourself:

• Do I know who the right investor is for me?
• Can I walk through my numbers, margins, and forecasts with clarity and confidence?
• Do I deeply understand my customer, my market, and the risks that could reshape it?
• Can my systems and model scale without me becoming the bottleneck?
• Have I done the groundwork to build real trust, not just a polished pitch?

Remember: investors aren’t just backing your business. They’re backing you.

Charlotte Jones

Founder Business Scale Academy

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