Fundraising tips from our CEO Stefan Surina: A guide for first-time founders (part 1)

Fundraising is a big step for any startup, and getting it right can make all the difference. It’s not just about securing funds—it’s about setting your business up for growth and long-term success.

Knowing when and how to approach investors is critical, especially for first-time founders. In this first edition of our two-part series, our CEO, Stefan Surina, shares his insights on the early steps of the fundraising journey. Let’s jump in!

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#1 First things first, when’s the right moment to fundraise?

It’s very simple: don’t raise funds unless you really need to. It’s all about timing. If you have a validated problem and some initial traction with customers, fundraising makes sense. If you’re still figuring things out, it’s often better to bootstrap. Be honest with yourself because raising too early often creates more issues than it solves.

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#2 What kind of issues do you have in mind?

It can create unnecessary pressure from investors. You might end up giving away too much equity too soon or raising funds when you don’t actually need them. The key is to make sure the timing is right. If your business isn’t ready, it can lead to unrealistic expectations and slow your progress rather than speed it up.

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#3 Was there a moment in your own founder journey when it would’ve been better to bootstrap?

Looking back, there was a point when we got caught up in the “everyone’s raising money, so we should too” hype. But later, we realized the market gap we were targeting wasn’t as urgent as we thought. We could’ve spent more time developing our product with internal resources before seeking funding. We were still figuring things out and could’ve used that time to validate the problem further and build traction before raising. Lesson learned: only raise if you absolutely need it.

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#4 For founders debating between bootstrapping or raising funds, what’s your take?

Ask yourself: What can I achieve without raising money? If you can validate your idea and build early traction without external funding, that’s a huge advantage. Bootstrapping keeps control in your hands and gives you more leverage when you approach investors. But if speed is critical, like beating competitors, raising funds might be the right move. It’s all about understanding your goals.

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#5 When traction is limited but the market potential is huge, how should founders approach investors?

In that case, focus on the big picture. Highlight the market size and your unique insights into the problem. Explain why now is the perfect time and show how funding will build momentum. Investors often bet on potential when founders can clearly demonstrate their vision and ability to execute.

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#6 Once you’ve decided it’s the right time to fundraise, what should be your priority #1?

Start with your pitch deck. It’s your first opportunity to craft the value you’re offering to your customers and the story you want to tell. A clear and compelling deck forces you to structure your ideas, highlight your unique value prop, and focus on what will resonate most with investors. It’s the foundation for all your future conversations.

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#7 What’s your advice for creating a pitch deck that grabs investors’ attention?

Keep it clear and simple. Answer these three questions: What problem are you solving? What’s your solution? And why should solving this problem matter? Use visuals and focus on the key points—no one wants to read a novel. Include a slide about your team to build trust, and practice until your pitch feels natural and concise. One thing that really worked for us was creating a clear narrative from problem to solution, not just a collection of facts.

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#8 Once the pitch deck is ready, how should founders decide which investors to target?

Segment investors into three groups:

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A: Perfect fit for your market and stage.

‍B: Good options but not top priority.

‍C: Everyone else.

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Start with the "C" group to test your pitch, get feedback, and refine your messaging. By the time you pitch to the "A" group, you’ll have polished your delivery and addressed potential concerns. This strategy helps you avoid early mistakes with critical investors while still making progress. And remember, sometimes a "C" investor might surprise you by being a better fit than expected.

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#9 What mindset should founders have when pitching to investors?

Think of fundraising as a sales process. You’re not just sharing your vision, you’re persuading someone to invest. Tailor your pitch to what each investor values most, whether it’s market potential, scalability, or your team’s expertise. Building relationships is just as important as delivering a great pitch.

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#10 When you’re raising your first funds, what’s the most important thing investors want to know?

Investors primarily want to know if the team can execute. While ideas evolve, they’re betting on the founders’ ability to solve the problem. If you have relevant experience or a strong background, it builds trust. Even in the idea phase, they need to see you understand the problem and can solve it in a unique way. Ultimately, investors invest in people.

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#11 How should founders highlight their team’s strengths to investors?

Show what makes your team special. If someone has deep expertise in your industry, highlight it. If your co-founder has built a successful business before, highlight that track record. Investors need to feel confident that you have the right people on board.

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#12 How did you personally involve senior people in your projects, and what impact did they have on investors?

We made sure to bring in senior people who had real, hands-on experience scaling successful companies. They weren’t there just for advice, they were actively involved from the start, helping shape our strategy and execution. This showed investors that we had the right expertise on board and could deliver on our vision, which gave them a lot more confidence in us.

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#13 What’s your advice for first-time founders building their teams for fundraising?‍

Start by filling gaps in skills and experience. Investors want to see a balanced group, not just passionate founders but also experienced operators. Begin with a few key hires who align with your vision and can grow with your company. A strong team builds investor confidence.

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#14 Do you have any final advice or comments for first-time founders preparing for their first big funding round?

Remember, fundraising isn’t just about securing capital—it’s about setting your company up for long-term growth. Be honest with yourself about why you’re raising funds and whether the timing is right. Focus on building a strong team, refining your product, and validating your problem. Keep your communication clear, authentic, and grounded in evidence. Don’t chase investment just for the sake of it—raise funds when it truly moves you closer to achieving your vision.

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Most importantly, invest in relationships. Align yourself with investors who not only believe in your vision, but can also provide strategic value beyond money.

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