Investor Targeting

A raise is a sales process, and a sales process with the wrong leads fails no matter how good the pitch. Most founders spray a generic list and wonder why conversion is low. This skill builds a tight, researched, warm-path-first list.

When to use this skill

Use it once [[fundraising-stage-selector]] fixes the stage and check size, and before [[vc-pitch-email]] writes outreach. Feed the output into [[investor-pipeline-crm]] to run the process.

Qualify on fit, not fame

Score each prospective investor on:

• Stage fit: do they lead/write checks at your stage and size? A Series B fund "being nice" at pre-seed wastes a meeting.
• Thesis fit: do they actively invest in your space and "why now"? Read their deals from the trailing 12-24 months and partner writing - a thesis older than that may no longer reflect where the fund deploys.
• Portfolio fit: relevant wins (credibility, help) but no direct competitor (conflict kills the deal and risks your data).
• Value beyond money: the specific intro, hire, or expertise this partner brings. Name it, or they are just capital.
• The partner, not the firm: you are pitching one human who must champion you internally. Target the right partner by name.

Angels vs VCs vs other capital

• Angels / operators: fast, founder-friendly, great for pre-seed credibility and domain help. Smaller checks; assemble a syndicate.
• Seed/VC funds: larger checks, board involvement, pro-rata in later rounds.
• Strategics, accelerators, venture debt, revenue-based: situational; know the strings before you pursue.

Build the round as a mix - a lead plus angels who add signal and help.

Map the warm path

Cold works, warm wins - warm introductions convert to first meetings at a multiple of the cold-email rate, so exhaust the warm map before writing a single cold note. For every target, find the strongest introduction path:

• Founders the partner has backed (the highest-signal intro by far).
• Mutual operators, prior colleagues, your own investors and advisors.
• Rank intros by the referrer's credibility with that partner, and request the intro with a forwardable blurb you write for them.

Sequence the list

• Tier 3 (warm-ups): 3-5 lower-stakes meetings to sharpen the pitch first.
• Tier 2 (core targets): the bulk, run in a tight batch - first meetings compressed into a 2-3 week window - to create a competitive window.
• Tier 1 (dream leads): approach once the pitch is sharp and you have signal.

Never burn a Tier 1 cold on day one with an unrehearsed pitch. And calibrate expectations: at pre-seed and seed, plan for dozens of first meetings per term sheet - a 30-60 name list is a funnel input, not a formality.

Anti-patterns

• A 200-name spray list with no warm paths and no thesis fit.
• Pitching a direct competitor's investor and leaking your strategy.
• Approaching your dream fund first, before the pitch is battle-tested.

Quality bar

• Every name on the list has a stage, thesis, and portfolio fit score with the evidence (recent deals, partner writing) noted - no name survives on brand alone.
• Every target names the specific partner and the specific value they add.
• Every Tier 1 and Tier 2 target has a warm-intro path and referrer identified, or is explicitly marked cold with a reason to keep it.
• The sequencing plan compresses Tier 2 first meetings into a tight batch and holds Tier 1 until after the warm-up meetings.

Deliverable

A ranked target list (30-60 names) with stage/thesis/portfolio fit scored, the specific value each adds, the named partner, the warm-intro path and referrer for each, and a tiered sequencing plan. Load it into [[investor-pipeline-crm]].