Ways to win investment: what investors want to see

Stepping onto a stage without knowing your audience would be daunting – but that’s how so many founders feel when raising investment. Before you send that pitch deck or book a coffee with an angel, understanding who’s across the table (and what they really want) can make or break your fundraising journey.

SeedLegals Ireland Country Manager Michael McDowell shares the best steps to take before you meet investors.  Tune in and use his advice in this session to craft your story, build a watertight data room, structure your cap table and understand different funding routes like SeedFASTs and convertible notes.

Key takeaways

Know your investor inside out

• Do your homework – find out how they made their money, what stage they invest at, and what motivates them (returns, mentorship, or giving back). 
• Understand their rules and limits like SEIS/EIS in the UK or EII in Ireland – so you don’t waste time pitching to the wrong people. 
• Treat fundraising like a long-term partnership, not a one-off transaction. You’ll be working closely with your investors, so make sure it’s a good fit.

Nail your story and pitch prep

• Investors invest in people – craft a clear, compelling story that shows why your team can deliver on the problem you’ve identified. 
• Tailor your message to your audience: tech investors want product depth, finance investors want numbers and traction. 
• Strong storytelling builds confidence in you as a founder and inspires both investors and your team.

Get your data room and cap table investor-ready

• A clean, well-organised data room speeds up decisions – include your financials, market research, team bios and governance docs. 
• Keep filings and SEIS/EIS or EII paperwork up to date. Investors want to see that you’re prepared. 
• Know your cap table: who owns what, how dilution will play out – and set aside 10-15% for an employee options pool before you raise.

Pick the funding route that fits

• Early-stage founders can raise flexibly through SeedFASTs (ASAs) or Convertible Loan Notes before committing to a valuation. 
• Angel syndicates can be powerful allies. Just ensure they act as one through a lead investor. 
• Funds and agencies like Enterprise Ireland bring credibility and cash, but they can move slowly. Manage expectations and timelines.