When fundraising, the best way for an entrepreneur to get investors to act fast to complete an investment (and to get a healthy valuation) is to create demand for the company from competing investors.
However, this isn’t always possible. Especially in markets where capital is scarce, even very promising companies might not have many investors at the table.
When this is the case, some entrepreneurs resort to fabricating demand that doesn’t exist. They claim that investors who aren’t interested actually are, or they exaggerate the interest level of investors who have expressed initial interest. This often backfires because investors talk to each other.
Another approach is to set an arbitrary deadline. This doesn’t work because it doesn’t tell the investor what they have to gain from investing early and the investor knows that they’re the only party at the table. If the deadline were to pass it would simply be extended. In other words the deadline isn’t credible.
Rather than fabricate demand that doesn’t exist or set an arbitrary deadline, a better approach to get investors to cross the finish line is to show them the growth opportunities that the company will miss out on or have to delay due to the lack of funding. This also means that the investor who’s evaluating an investment in the company will miss out on them.
This includes highlighting the great team members that the company isn’t able to hire, demonstrating the foregone revenue or cost savings potential from not making a particular capex investment, and quantifying the opportunity cost of not conducting a specific marketing campaign, all due to delayed funding.
The reason why this works is two-fold. First off, unlike fabricated demand that doesn’t actually exist, it’s truthful. And second, unlike an arbitrary and uncredible deadline, it shows the investor what they have to gain from investing early.