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The Ultimate Start-Up Guide by Carol Broadbent, Tom Hogan

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9

The Pitch and the Ask

JUHA CHRISTENSEN, SERIAL ENTREPRENEUR

WHEN YOU START PITCHING, START WITH THE VC YOU LEAST

WANT THE MONEY FROM. THEN GO FROM THERE.

STANDARD ADVICE

RAISE ONLY AS MUCH AS YOU’LL NEED.

CROWDED OCEAN

AND THEN SOME.

ASK ANY START-UP FOUNDER: fundraising is brutal. It can feel demeaning, it distracts you from your core business, and you can’t shake the feeling that you’re playing poker with a bunch of sharks who know what you’re holding even before the hand is dealt. But unless you’ve got incredibly deep pockets or you catch lightning in a bottle with immediate and wide-spread acceptance of your product or service, you’re going to need to raise money.

Raising money isn’t for the faint of heart. VC firms invest in just 1 percent ...

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