This document provides guidance on how to prepare for investment and run a successful capital raising process. It discusses aligning all aspects of the business with what investors will judge, such as vision, strategy, plans, and measures. Key steps outlined include knowing the problem being solved, understanding investor criteria, preparing materials, connecting with investors, clearly asking for funding needs, and proving the business concept with actions and results. The document emphasizes starting with the end in mind, telling a clear and aligned story, and maintaining momentum throughout the process to close investments swiftly.

1. How to prepare for
investment and run a
successful process
Sam Riley
CEO, Ansarada

2. Agenda: Deliver actionable know-how
Ansarada: Our experience and where our insights come from
Preparing: Start with the end in mind and work backwards
• Investors are judges that score your performance
• Why they do it, how and what really matters
• Ensuring your vision, strategy, plan/model, measures and foundations
all tell the same story and align with the judges
Run and close a swift investment process
• Momentum makers vs momentum takers
• Be flexible on closing but keep it simple

4. 1,000s
of leading companies,
VC/PE, legal, accounting
and investment banks
critical business
transactions executed
total artefacts of
material information
25,000+
46,491,206+
M&A / Insolvency / Debt /Regulatoryreporting&disclosure /JointVentures / IPO
PrivatePlacements / CapitalRaising / RaisingaFund /Tenders / Financing&Leasing
12 years experience supporting
critical business deals

5. Ansarada investment history
0.0
7.5
15.0
22.5
30.0
2005 2008 2018 Total
$0.03m
Founder funded
$1.4m
Series A
$24m
Series B
$25.43m
Total investment
InvestedcapitalAUD$m

6. Ansarada revenue growth
RevenueAUD$m
0.0
10.0
20.0
30.0
40.0
FY12 FY13 FY14 FY15 FY16 FY17 FY18

8. Investors are the judges. Align to them.
Why they judge? To assess the level of RISK and OPPORTUNITY (this is what Due Diligence is)
How they judge? Understanding potential. Your vision and level of Clarity, Capacity and Capability to execute it.
What they judge? You Vision Strategy Plan/Model Measures Foundations
Who are you (all
founders)?
What has shaped
you?
What’s driving
you?
What are your
super powers?
Who does it serve?
What problems
does it solve?
How much value
could it create?
Clarity on the risks
and challenges to
solve along with a
clear differentiated
point of view that
supports coherent
methods and
actions.
The set of coherent
methods and
actions that deploy
funds raised to
solve the
challenge, deliver
value contained in
the vision and
minimise risk.
What are your
measures and how
clearly attributable
are they to
methods and
actions that
execute the
strategy?
The funds
required, terms,
structure and legal
agreements in
place that will
either support or
hinder their
desired investment
criteria and
execution of the
strategy.

9. Activity 1
Based on what investors judge,
take 30 seconds to write:
• Which one you’re strongest on?
• What is your biggest area to improve?
• Give yourself a score out of 10 on how clear and
aligned your story, vision, strategy, plans/model
and measures are?

10. • A two minute peek at what’s now possible
• Successful cap raise structure, documentation and
investor requirements presented in a scorecard –
benchmark your current state, know your ideal state
and a pathway to get there
• Grows with your business, ensures you’re always
ready for what’s next
• Most efficient way to collaborate with your team,
advisors and investors.
We have software to help you get ready
for investment and execute a deal

11. Bonus! The best SaaS measure framework
Sales as a Science Winning by Design

12. Bonus! A free library of 100+ guides on
critical documents that investors love to see
• Join the workshop on the day and get a copy
• Driven from data, based on outcomes and actions from
companies, investors and advisors across 25,000+ deals
• Each one-page guide includes:
• What the document is about and why it matters to the
performance of your business today
• Risks of not having it, and benefits of having it
• How it affects raising capital and other critical
business transactions.

13. Activity 2
Capital Raising
Momentum Makers
• From the workshop handouts choose the top five
momentum makers and order them by priority
• Prizes for the first few people to have the correct
five in the correct order.

14. #1 Momentum Maker
Know
• Understand how and what the ‘Judges’ (investors) will be scoring you on
• Align to their language and structure – everything from your story to
strategy to plans and numbers
• Know the problem you’re solving and be able to bring it to life – clearly
demonstrate the value behind solving it
• Know the risks in executing your vision, and know how to
mitigate/control them
• Know how to start with the end in mind and work backwards.

15. #2 Momentum Maker
Prepare
• Prepare and assemble your information and metrics
• Develop your forecast model and assumptions so you can show how you
will use the additional capital you’re seeking
• Ensure ownership structure and all agreements (e.g. title, ownership,
customer, suppliers etc) are in good shape and ready for disclosure to
potential investors
• Prepare what you know into a simple, easily digested information
structure.

16. #3 Momentum Maker
Connect
• Get a warm introduction to an investor – start with educating them on
what you’re doing and the problem you’re solving – you don’t need to go
from 0 to 100 with full pitch
• Build relationships – give updates and get feedback from investors,
connect with great legal and financial advisors, develop understanding
early on
• Talk with your team – connect them to the process too, get them
contributing, take them on the journey and get them working in concert
• Establish clear expectations with advisors and make sure you
know what they expect of you to do a great job too.

17. #4 Momentum Maker
Ask
• Ask investors for what you need, and by when you need it
• Be specific about the amount of money
• Ask for your preferred structure and terms (equity, ordinary equity or other)
• Ask for feedback.

18. #5 Momentum Maker
Prove
• Demonstrate your thinking and planning but above all else show what
you’ve actually done
• Show you can and have acted lean – you can build, market and acquire customers
• Show how you’ve attributed measures back into an improved strategy, model,
product, people and/or process
• Prove you not only know the way, but you go the way
• Prove you act to validate everything – you can attribute results back
to actions and decisions to drive better results
• Prove you can be trusted and have the foundations in place that
investors can safely build on with you.

19. Run and close a swift investment process
Quick tips on closing the deal
• Keep it simple
• What to do and how to do it
• Be flexible but don’t entertain lots of different
preferences, protections and amendments
• What is the right balance?

20. Reflections
1. What is the most useful thing you’ve learnt during
today’s workshop?
2. How does this relate to your context or challenge?
3. How will you now do something differently
after today?
4. What’s your next action?

21. Download
Raising capital
the ready way
What you need to get ready to raise
money for your business
info.ansarada.com/cap-raise-guide

22. Workshops by
www.zambesi.com
Learn from people
who do it
@zambesidotcom
#zambesi