Raising finance is hard enough already. But here’s the uncomfortable truth: it can be challenging if you are a female entrepreneur. Industry reports claim that as much as 89p of every £1 of UK venture capital investment goes to all-male founder teams. The Treasury’s Rose Review reckons that £250 billion could be added to the UK economy if women created and scaled companies at the same rate as men – yet women only lead around 18% of SMEs.

The key to success in negotiations with venture capitalists is confidence, as you hold a position of power by offering them a chance to profit from your innovation and hard work. They rely on you more than you depend on them, and lacking confidence can result in poor deals. Trust in your abilities and tenacity to secure a favourable agreement, and remember not to underestimate yourself or your ideas going into a meeting. If you start from a negative position, the investor will likely undervalue your business, so it’s crucial to approach negotiations with self-assurance.

A good way to approach investment meetings is to focus on what gives you an edge over other founders. Tell a compelling, powerful, but concise story in presentations about how you established and grew your firm. This might detail how you have overcome difficulties or made the most of challenges and opportunities.

You should always take time to research and understand the potential investor’s motivations and interests beyond making money and tailor your approach to them accordingly. Also, take as much time as you can to practice and refine your presentations.

When seeking investment for your business, it's crucial to find investors who genuinely care about your mission and align with your values and goals. Nourished has worked successfully with Suntory and French pharmaceuticals giant UPSA on the mutually beneficial projects of launching Nourished in Japan and Europe. Also, consider the big picture of your business in your pitch. Highlight the broader purpose of your business that addresses customer needs, as this can often attract more successful investments.

Creating a Simple Agreement for Future Equity is worth considering to maximise company value at Series B. It’s crucial to ensure you don’t give too much of your company away. 

Finally, it’s important to be realistic and not hard on yourself. Even the most persuasive entrepreneurs with excellent businesses will face rejection from VCs. Be prepared to fail and bounce back numerous times. Don’t underestimate the time it takes to raise venture capital. It can be almost a full-time job. But remember this: You won’t have any success if you give up.

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