How to reach out to an investor

How do you reach out to an investor? So, if you have identified your potential investor, found them, and now have a conversation with this investor ahead of you, you need to think about how you can get through to them. The first and simplest way is to use the investor's own official channels through which they accept applications for investment. Many investment funds and companies have websites, and these websites have an “Apply” button. The easiest thing is to click this button and fill out the application. Some investors, such as business angels, don't have a website, but they are present on social media.

On these social networks you can send a private message and thus make first contact with your future investor. Why do companies prefer your application to come in specifically through the website, through a special button? Because these companies have a CRM system set up, and it is convenient for them if your application goes into this sales funnel, so they can then track the history of your negotiations, your relationship and so on. So don't resist: first of all, take the simplest path. Submit your application on the investment company's website. The second way to reach an investor is simply to send them a letter or a message.

If, by some lucky coincidence, you have learned the investor's WhatsApp number, their number in some other messenger, or their phone number, take advantage of this opportunity and send them a message. I'll explain how to write such a message a little later. The third way to get in touch with an investor is a personal meeting. As I said earlier, you need to use every opportunity offered by events, specialized startup pitching sessions, demo days and so on. Investors often attend these events. That's where you can make personal contact and start a conversation with an investor.

The next way to reach an investor is social media. Of course, we are on LinkedIn, and investors are too, just like ordinary people. So you need to use this channel. Send your first message via social media. As I said above, the most suitable social networks for finding an investor are LinkedIn and Facebook. These social networks have a special direct message feature. It is through this direct message that you should send your first letter. I'll also explain how to write this first letter a little later. The fifth way: if somehow you've got hold of an investor's phone number, I strongly recommend that you don't call the person, because you may catch them at an inconvenient time.

Besides, they may simply not pick up a number they don't recognize. And in today's world, where people are busy, calling someone straight away is already considered impolite. The best thing, I recommend, is to use this number to find them on WhatsApp and write your message there. A first short message that makes it clear who you are and why you are contacting this person. I'll explain separately how to write this message. And the sixth way to reach an investor is to use recommendations from mutual acquaintances. If you find out that your potential investor has already invested in a startup you know, whose founder you know personally, you can ask that founder to recommend you for a first conversation.

But you should be careful with this tool, because if someone comes to an investor on the recommendation of another person who isn't immersed in the venture industry and isn't a professional in this field, but is simply your acquaintance, brother, friend and so on, that person's recommendation may not always play a positive role. And in general, these two people, even though they know each other, may actually have different feelings toward each other. So here you can never be sure whether you'll come to the investor with a good image, so to speak, at the start of the conversation.

And in general, there are investors who don't like such personal recommendations, who believe that a startup should take the standard route, submit an application, do everything properly, not try to stand out, and not look for workarounds. Many investors like everything to be standard, through the sales funnel. That's why I still recommend first trying the usual ways to get onto a potential investor's radar. In general, it's important to remember that an investor is a person just like everyone else, so they have busy times, free times, various moods and so on.

That's why you should approach your first contact with such a person with respect and understanding. You won't necessarily be welcomed with open arms. Anything can happen. You need to treat this with understanding and be prepared.