conclusion: pulling it all together—your go-to-market plan

If you’ve worked through the six steps of this book, you should have a complete capital raising plan in place:

1. You are clear on your goals and values, which include

a. Your why

b. Your vision for your business

c. Your nonnegotiables

d. Your business goals

e. How much you want to raise

2. You’ve identified your ideal investors, including

a. Their demographics and psychographics

b. Your ideal relationship with them

c. Where you will find them

d. What they’re looking for in an investment

3. You’ve designed your offer, including

a. What instrument to offer (debt or equity)

b. Your investors’ economic rights

c. Your investors’ governance rights (if any)

d. How your investors will exit

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