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How to Secure Funding for Your Startup: An Insider’s Guide

Securing funding is a critical step in the growth of any startup. Capital is the driving force that stimulates innovation, hires new talents, and scales the business. Whether you're a first-time entrepreneur or an expert veteran, knowing how to secure the right kind of funding is essential. In this insider's guide, we'll walk you through the steps needed to attract investment for your startup.

The importance of a strong Business Plan

Market analysis

Before you even think about reaching out to investors, it's crucial to have a comprehensive business plan in place. This document should outline your business model, target market, revenue projections, and growth strategies. A well-crafted business plan not only gives you a roadmap to follow but also instills confidence in potential investors.

You can learn more about how to develop your business plan by visiting NETO Innovation's blog.

Types of funding

Here's a rundown of the most common funding types:

  • Bootstrapping: Bootstrapping refers to the process of starting and growing a business using your own resources, without relying on external funding. This can include personal savings, revenue generated by the business, or money from friends and family. Bootstrapping allows entrepreneurs to maintain complete control over their business, avoiding the dilution of equity or the pressure from investors. Self-funding your startup can be an effective way to maintain control, but it may limit your growth potential.

  • Angel investors: Angel investors are high-net-worth individuals who provide capital to startups in exchange for equity ownership or convertible debt. Unlike venture capitalists, who typically invest through firms, angel investors invest their own money and often bring more than just financial support. They may offer valuable industry connections, mentorship, and strategic guidance to help the startup succeed. Angel investors are generally more willing to take risks on early-stage companies, and their investment can range from a few thousand to several million dollars. Because they invest personal funds, the terms and involvement level can vary widely, making it important for startups to find an angel investor whose vision aligns with theirs.

  • Venture Capital: VC is a form of investment where venture capital firms inject significant amounts of money into startups and emerging companies in exchange for equity and, often, a seat on the board. Unlike angel investors, venture capitalists are not investing their own money but rather the funds of the VC firm, which aggregates investments from various sources. VC funding is generally sought by startups that have already demonstrated some level of success and are looking to scale quickly. In addition to financial support, VC firms often provide startups with valuable industry connections, mentorship, and operational expertise. However, in exchange for their investment, VCs typically require a substantial equity stake and may exert considerable influence over company decisions.

  • Grants and subsidies: Unlike other funding types, grants do not require repayment or equity. They are often awarded for specific projects or sectors. Indeed, grants and subsidies are usually non-repayable funds provided by governmental organizations, foundations, or institutions to support specific projects, sectors, or initiatives. Unlike other forms of startup funding, grants do not require equity in return, allowing entrepreneurs to maintain full control over their business. However, securing a grant can be a complex and competitive process that often involves stringent eligibility criteria, detailed applications, and rigorous reporting requirements. This is where NETO Innovation, with its extensive experience in grant writing and a deep understanding of Research, Development, and Innovation, can be invaluable. Specializing in topics like energy efficiency, innovative materials, printed electronics, deep tech, AI in industry, and more, NETO Innovation can help you navigate the complexities of grant applications, ensuring that your proposal meets all topic-specific and funding organization requirements, thereby maximizing your chances of securing vital funds.

When to seek and secure funding for your startup

Timing is a crucial element when it comes to securing funding for your startup. Not all phases of an innovation project are equally attractive to investors, and understanding these phases can help you decide when to seek external funding. Innovation projects typically go through three main phases:

Innovation project phases maturation incubation seed

  • The maturation phase: During this initial stage, a concept or prototype is developed from an original idea, culminating in a business model. While some startups may seek early-stage funding here, it's often challenging to attract investors without a proven concept.

  • The incubation phase: This phase is crucial for proving the financial viability of your startup. By the end of this stage, you should have a comprehensive business plan and perhaps some initial revenue or customer engagement. This is often the best time to approach angel investors or apply for grants, as you can demonstrate potential for growth and profitability.

  • The seed stage: Characterized by industrial development and commercialization, the seed stage is where your startup is ready to scale. At this point, venture capital firms are the most likely candidates for investment, as they are interested in companies with proven business models and market potential.

Knowing the phase your startup is in can help you target the right type of investors and present a more compelling case. Generally, it's advisable to seek funding when you have a strong business plan, a proven product-market fit, and some level of traction, whether that's customer engagement, partnerships, or revenue.

How to prepare a pitch

Your pitch is your chance to make a lasting impression on potential investors. Here are some tips to make your pitch irresistible:

  • Be concise and focused: Investors are busy people. Get to the point quickly and stay focused on the most critical aspects of your business.

  • Highlight your team's expertise: Your team is one of your biggest assets. Showcase their skills, experience, and why they are the right people to execute your business plan.

  • Showcase your product or service's unique selling points: What sets your product or service apart from the competition? Use data and case studies to back up your claims.

  • Provide data that backs up your claims: Investors love numbers. Provide metrics that demonstrate your product-market fit, customer engagement, and revenue projections.

If you found these tips helpful and want to dive deeper into the art of pitch creation, consider subscribing to NETO Innovation's website. An upcoming blog will discuss how to craft an engaging and effective pitch.

Common mistakes to avoid

While seeking funding, many startups fall into common traps, such as:

  • Overestimating market size: Many startups make the mistake of inflating their potential market size in an attempt to appear more attractive to investors. Always use credible sources and realistic assumptions when calculating your market size.

  • Ignoring competition: Failing to acknowledge or underestimate your competition can be a red flag for investors. A comprehensive competitive analysis not only bolsters your credibility but also helps you identify areas where you can outperform your rivals.

  • Lack of financial projection: Vague or overly optimistic financial projections can undermine your pitch. Make sure to include realistic revenue forecasts, cash flow projections, and a clear path to profitability.

  • Poor presentation skills: Even the most innovative idea can fall flat if not presented convincingly. Practice your pitch multiple times and consider getting feedback from mentors or peers.

  • Failing to demonstrate traction: Investors are more likely to fund startups that have some level of market validation. This could be in the form of customer testimonials, partnerships, or even early revenue streams.

  • Not having a clear exit strategy: While it may seem premature to think about exiting your startup, investors want to know that there is a potential for a lucrative exit in the form of a public offering or acquisition.

By being aware of these common mistakes and taking steps to avoid them, you can improve your chances of securing the funding you need to take your startup to the next level.


Securing funding is a challenging but necessary process for the growth of your startup. With a strong business plan, an effective pitch, and an understanding of common mistakes to avoid, you're well on your way to attracting the right investors. Whether you're in the maturation, incubation, or seed stage of your innovation project, knowing when and how to seek funding can make all the difference.

If you're navigating the complex world of startup funding and could benefit from expert guidance, don't hesitate to reach out to us at NETO Innovation. With over 15 years of experience in Research, Development, and Innovation, and a decade in grant writing, we're well-equipped to help you secure the funding you need. Subscribe to our blog for more insights, and feel free to contact us for personalized consultation.

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