Marketing is an important fundraising tool for startups. The document discusses how marketing can help startups raise funds at different stages. It provides an overview of fundraising basics like the typical sources for seed funding versus Series A. It also discusses how marketing goals should be tied to overall fundraising goals, using case studies of a B2C and B2B startup to show how different marketing strategies can help achieve goals like user traction or contract signups to demonstrate progress to investors.

1. Marketing is a Fundraising Tool
Sydney Lai

2. Why does marketing matter for fundraising?
Marketing will capture the interest and users of your product, and investors wants
to invest in a business that will have users.
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3. Agenda
I. Fundraising
A. Basics of fundraising
B. How startup fundraising works
C. Strategy & tools
II. Marketing
A. Basics of marketing
B. How to audit your marketing
C. Strategy & tools
III. Case Study B2C
IV. Case Study B2B
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4. Sydney Lai
Background:
VC, Accelerator, Digital Marketer
Now:
Consultant on growth & fundraising
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5. Fundraising
The Goal

6. Basics of Fundraising
Round 1: Family & Friends ($10K - $50K USD)
Source: personal savings, sales/consulting, crowdfunding, friends, family,
Round 2: Seed Stage ($50k - $100K USD)
Source: Accelerators, angels, seed-stage VCs, research grants
Round 3: Series A ($MM USD)
Source: VCs, Banks
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7. How Startup Funding Works
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8. Disclaimer
EU vs USA
EU = MVP
USA = traction
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9. Use a spreadsheet to track
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10. Don’t send your deck, leverage it
“Send me your deck, I’ll take a look” - Investor
“I’d happy to walk you through my deck, when are you next
available next week for a 30 minute meeting?” - Founder
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11. Marketing
The Tool

12. Basics of marketing
One $#%@-ing rule: What is your goal by the next 3 months?
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13. How to audit marketing
What do you already have created?
Website, social media channels
Which one gets the most activity?
Focus on that one
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14. What marketing really is
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15. Marketing goal is determined by overall goal
Goal 1: Raising $100k
Action: 10K sign-ups (email, social, something that shows traction)
Goal 2: Raising Series A
Action: Press, PR
Goal 3: Hiring
Action: Changing marketing copy on websites, leaving reviews
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16. Case Study: B2C
Goal: fundraise Series A
Action: X number of email sign-ups

17. playonjump.com
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18. Traffic: 306.37K, 89.11% of which from Reddit
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19. B2C Key takeaway:
Build your community from where they are hanging out
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20. Case Study: B2B
Goal: fundraise Series A
Action: X number of contract sign-ups

21. Space startup
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22. Marketing = sales strategy
1) Used spreadsheet to track calls
2) Understand conversion metrics
3) Sales pitch and language adapted overtime, the pitch became marketing
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23. Increased contracts by 109.38%, 175 new B2B
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24. B2B Key takeaway:
Your marketing strategy will be determined by your sales goal.
Are you selling to investors or selling to customers?
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25. Questions?
twitter.com/sydneylai