From start up to success: attracting investors in your business


Date: 24 June 2024

Donut marketing plan

Many start ups fail to secure funding because they lack a solid plan and reliable data. Without these, convincing investors that investing in your business is worthwhile will be impossible. In this article, we'll explain how to find investors for start ups. We will also introduce "donut marketing" and tell you how it can help you secure investment.

What is donut marketing?

Donut marketing is a strategy that uses various digital channels to generate leads for your business. Your strategy might include your website and various social platforms including Facebook, LinkedIn, Twitter, YouTube or SnapChat. Donut marketing brings together all the content and platforms you will use and presents it in a circular diagram that looks like a donut.

Top strategies for finding and securing start up investment

To persuade investors to partner with your business, you need to show that you know what you're doing. By that, we mean presenting an actual plan, data, and research that supports your pitch. Below, we've outlined key steps for securing startup investors.



Solid business plan

Craft a clear business plan. Your plan should outline your goals, marketing strategy, and financial projections.

Market validation

Conduct thorough market research. Demonstrate a clear understanding of your target market, their needs, and the competitive landscape.

Financial estimate

Develop realistic financial estimates that showcase your potential for growth and profitability. Investors are looking for clear returns on their investments.

Donut marketing for a data-driven strategy

Leverage donut marketing to illustrate investment data from your website and various social media platforms that collates data about customer behaviour and campaign effectiveness.

Donut marketing data analysis

Use the data to analyse what's working and what's not. Identify which sources are generating the most potential traffic and conversions.

Compelling pitch

Develop a concise pitch that captures the essence of your start up business and its growth potential. Make sure you integrate donut marketing with investment data that highlights your strategy's effectiveness.

Network and connect

Attend industry events, join online communities, and leverage your network for introductions.

Investment tips start ups

To present a product that attracts investors, consider the following tips:

  • Solve a real problem. Show that your product or service addresses the issue. Focus on a problem you're passionate about.
  • Validate your idea. Conduct thorough market research. Talk to potential customers, gather feedback, and refine your concept based on their needs.
  • Develop a lean business model. Demonstrate a business model that outlines how your start up generates revenue. Focus on a lean approach, minimising unnecessary expenses.
  • Build a strong team. Surround yourself with a team that complements your skillset. Look for people with expertise in different areas.

product development chart

Source: generated with DALL-E 3

Potential sources of investment for start up businesses

Different types of investors will offer different benefits and challenges. Below is a table exploring the pros and cons of different investor types:

Investor Type




Friends and family

Close contacts who believe in you and your idea. Typically provide smaller investment amounts.

Easy access, high trust

Potential strain on personal relationships

Angel investors

Wealthy individuals who invest their own money in start ups with high growth potential. Often provide mentorship and guidance.

Valuable advice, flexible terms

Limited funding amounts

Seed funding

Provided by angel investors or specialised venture capital firms. Helps start ups get off the ground, validate their concept, and develop a minimum viable product.

Initial funding, validation

High dilution, early equity loss

Accelerators and incubators

Programs offering mentorship, workspace, and sometimes seed funding in exchange for equity. Focus on rapid growth.

Mentorship, resources

Equity loss, short program duration

Venture capitalists (VCs)

Firms that pool capital from various investors to invest in high-growth start ups. Expect significant returns.

Large funding, growth support

High expectations, loss of control

Series A, B, and C funding

Rounds of funding from VCs or institutional investors as start ups grow. Series A follows MVP success and initial traction.

Significant capital, scaling support

High dilution, intense scrutiny

Private equity firms

Invest in mature companies with strong profitability. Focus on restructuring or acquisitions to improve performance.

Large investments, strategic guidance

Loss of independence, high expectations

Investment banks

Help start ups go public through initial public offerings or connect them with other investors.

Access to public markets, large capital

High costs, regulatory requirements

Strategic investors

Existing companies are investing in start ups for competitive advantage, access to new technologies, or market entry.

Strategic support, synergies

Potential conflicts of interest

The bottom line: donut marketing for investment

Remember, the best way to find investors is to get ready to find an investor. By getting ready, we mean creating a donut marketing strategy and, collating marketing and sales data for your investment pitch, creating a solid business plan, and networking actively. In this way, you can increase their chances of securing funding.

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