Chasing Capital: How to Communicate Your Business’ Value When Seeking Funding

In the world of startups and venture capitalists, validity is king. Simply put, no established lender or VC will fund a business without a good track record, as most VCs base their decisions off the startup’s year-over-year revenue and financials. So how do you communicate your track record if you have only being operating for a short period of time? For any company – particularly startups – communication is a key driver to attaining capital for your business. Here are the fundamental elements of communicating your startup’s value proposition to secure funding:

Venture Capitalists

Create a Comprehensive Business Plan

The first step is to create a coherent and comprehensive business plan to communicate how you aim to achieve profitability. This plan should contain a few concrete, real-world examples of ways to move the business needle forward while also providing a bigger picture to your long-term goals and objectives. For example, if you have a product or service launch coming up, identify and communicate the positive outcomes from the launch (i.e. cost savings, time savings, efficiencies, etc.). Ideally, your business plan should communicate a well thought out value proposition for your investors and potential customers with the goal of ultimately securing monetary support or funding. Put yourself in the investor’s shoes – if your startup’s product or service provides value, then people will use it and if it doesn’t, people won’t.

Bear in mind that pitching a business that is still trying to secure proof of concept is not a sexy look. On the other hand, a business that is legally validated  in the form of a tax ID number, bank account collateral and legitimate employees shows traction and further legitimizes your business past the point of ideation.

While the above example won’t be enough traction to garner much attention from the investment community, it begins to give your startup momentum.

Communicate a Viable Competitive Strategy

While VCs are always on the prowl for the next “big thing” like a Google or an Uber, they also don’t want to hear unrealistic pitches. Maintaining an opportunistic but realistic approach when pitching makes your startup appear more credible. One way to do so is to identify your startup’s competitive landscape and define your advantage over these competitors to potential investors. Start by performing a SWOT analysis to then make the distinction of how your company is uniquely qualified to serve the needs of your target customer. The goal is to clearly and concisely convey the ‘why’ behind the ‘what’ and how your startup is more than qualified to meet your customer’s needs above all other options in the marketplace.

This is achieved by carefully crafting your messaging and value propositions to speak to the stakeholders. While this may sound like a simple task, creating an end-to-end messaging platform and leveraging marketing and media tools to distribute the message, requires more time and expertise. If you are not fully equipped to handle said task, partner with an agency that can assist you as soon as possible.

Utilize Strategic Partnerships and Build a Strong Network

There is no denying that paying customers are the best possible form of traction to receive funding; however, not all startups have paying customers. If your startup is especially young, partnering with an already established business will provide access to resources that may help advance your case for funding. We recommend utilizing strategic partnerships and collaborating with like-minded entrepreneurs who are a few steps ahead of you. The reason being, partnering with someone who can quickly bring recognition to your endeavor will help you get in front of the right investors. Ideally, these partnerships should be with entrepreneurs or businesses that are experts in your industry, thus complementing each other.

Such collaboration can accelerate the business faster than just money alone, but the key to success is finding harmony between both of your goals and objectives. These strategic relationships have a robust framework which includes shared visions, a proper cultural fit and mutual understanding to maintain autonomy.

At the end of the day, the investor is investing in Y-O-U, so come to the game prepared with a strategy.

Proof is Purpose

Today’s global business landscape is a blur of stakeholder and investor demands, increasing customer expectations and competitive obstacles. If one thing is for sure, it’s proof. Social proof is the positive influence created when someone, a VC for example, finds out that others are doing something, say using your product or service. Social proof typically sprouts from four different types of users: advisors, customers, the media and investors.

Think of it as building the foundation for massively scalable word-of-mouth. Having credible advisors is equivalent to a flashy, neon welcome sign to investors that your idea has serious caliber. Often, when a startup’s advisor has helped to secure series funding in the past, that influences the investors to support the startup.

Customers and users also boost a company’s legitimacy. In demonstrating market demand, startups will often invite users to create videos about their use of the product and/or service.

National media placements are a great way to flaunt and demonstrate the worthiness of your startup. Being covered in a reputable media outlet speaks to credibility on a whole other level. All startups should aim to be newsworthy and look for opportunities to show investors the coverage they’ve earned from the media.

Lastly, remember that VCs are people too. You are entering into a relationship with these people. Avoid losing site of the facts that are core to your venture’s value proposition. Be true to yourself as a thought leader and lead by creating, harnessing and delivering that value in your venture to your target audiences.

Now that you understand what’s at stake when pitching VCs, do you have what it takes to secure funding? Subscribe to our blog to receive industry insights and tips for best practices in communications.





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PR Assistant

San Diego, CA
Close

Our ideal candidate is a news and digital marketing junkie, who loves the thrill of pitching top-tier business media, writing a timely blog post and managing client PR & marketing campaigns. Pitching the Wall Street Journal or TechCrunch? No problem. Searching and networking for the next great speaking opportunity for a client? Of course! You live to see your clients featured in the spotlight. KCD PR is hiring a full-time Senior Associate based in San Diego or virtual (with some travel to San Diego!) to join our growing agency specializing in the financial, fintech and emerging technology industries. This position works directly on a small, collaborative team on public relations, digital marketing and social media campaigns for our diverse roster of clients across the nation in emerging categories like fintech, AI, SaaS, cybersecurity and blockchain. This position promises to offer an exciting, fast-paced work environment, access to clients and the opportunity to grow within the firm. If you enjoy rubbing elbows and supporting some of the brightest names in financial and technology with brand-building public relations and marketing campaigns, we want to hear from you. We have a caring and rewarding culture and a fun work environment – we work as hard as we play!  Expect a fast paced day and plenty of opportunity to shine and be rewarded for your hard work.

What You Will Be Doing at KCD PR:
•  Key contact for clients, supporting daily communications for 5-7 key client accounts
•  Partnering with other KCD PR team members on content creation and support of collateral materials and client events
•  Key role on agency marketing initiatives – creating company newsletter, blog content and digital PR and marketing campaigns
•  Participates in day-to-day media monitoring of client and industry news
•  Creating press releases, fact sheets and various other press materials
•  Strategizing on public relations and marketing goals and objectives
•  Pitching/conversing with national business and technology media on behalf of KCD PR clients
•  Managing social media marketing content for new clients and knowledge to use Facebook, LinkedIn, Google+, Twitter and YouTube
•  E-Marketing management, blog posts and landing page content creation
•  Utilizing social media to promote client news/events updating/creating pages for clients, web content revisions for client web sites
•  Editing web site content, uploading videos, often first draft of client work

Does This Sound Like You?
(*Must meet all criteria*) Candidates with previous experience working in related roles in the financial services and technology industry will be given priority. No recent graduates will be considered.

At least 3+ Years previous PR or marketing agency experience (with technology and/or financial services clients)
Bachelor’s Degree in related field (Communications, Marketing, Finance, Business or related field)
You have proven skills of integrating and leveraging social media programs, print and broadcast media to heighten client exposure and visibility
You have a strong knowledge of the financial and technology markets and know the trends, opportunities and challenges that face many of the agency’s clients
You’re a communication guru and have a strong portfolio of writing (creative and strategic) and possess a healthy network of media contacts that have helped garner impressive results
Experience managing multiple client accounts and collaborating with a team of internal resources
Superior, proven written and oral communication skills and an obsession with detail-oriented results
Ability to speak with clients, participate on conference calls and maintain high level of professionalism and maintain confidentiality of client information
Knowledge of WordPress, basic website editing and Hubspot marketing software systems a plus (as is Hubspot certification)

Compensation:
Competitive salary based on commensurate experience, bonus program for smart goal performance, 401 (k) retirement plan with full company match and annual company profit sharing contributions, generous group health care plan options, PTO plus paid company holiday from Christmas Day through New Year’s Day, free beer, breakfast and all sorts of goodies at our awesome co-working space in Little Italy, direct deposit, mass-transit/biking incentives.

PR Assistant 2

San Diego, CA
Close

Our ideal candidate is a news and digital marketing junkie, who loves the thrill of pitching top-tier business media, writing a timely blog post and managing client PR & marketing campaigns. Pitching the Wall Street Journal or TechCrunch? No problem. Searching and networking for the next great speaking opportunity for a client? Of course! You live to see your clients featured in the spotlight. KCD PR is hiring a full-time Senior Associate based in San Diego or virtual (with some travel to San Diego!) to join our growing agency specializing in the financial, fintech and emerging technology industries. This position works directly on a small, collaborative team on public relations, digital marketing and social media campaigns for our diverse roster of clients across the nation in emerging categories like fintech, AI, SaaS, cybersecurity and blockchain. This position promises to offer an exciting, fast-paced work environment, access to clients and the opportunity to grow within the firm. If you enjoy rubbing elbows and supporting some of the brightest names in financial and technology with brand-building public relations and marketing campaigns, we want to hear from you. We have a caring and rewarding culture and a fun work environment – we work as hard as we play!  Expect a fast paced day and plenty of opportunity to shine and be rewarded for your hard work.

What You Will Be Doing at KCD PR:
•  Key contact for clients, supporting daily communications for 5-7 key client accounts
•  Partnering with other KCD PR team members on content creation and support of collateral materials and client events
•  Key role on agency marketing initiatives – creating company newsletter, blog content and digital PR and marketing campaigns
•  Participates in day-to-day media monitoring of client and industry news
•  Creating press releases, fact sheets and various other press materials
•  Strategizing on public relations and marketing goals and objectives
•  Pitching/conversing with national business and technology media on behalf of KCD PR clients
•  Managing social media marketing content for new clients and knowledge to use Facebook, LinkedIn, Google+, Twitter and YouTube
•  E-Marketing management, blog posts and landing page content creation
•  Utilizing social media to promote client news/events updating/creating pages for clients, web content revisions for client web sites
•  Editing web site content, uploading videos, often first draft of client work

Does This Sound Like You?
(*Must meet all criteria*) Candidates with previous experience working in related roles in the financial services and technology industry will be given priority. No recent graduates will be considered.

At least 3+ Years previous PR or marketing agency experience (with technology and/or financial services clients)
Bachelor’s Degree in related field (Communications, Marketing, Finance, Business or related field)
You have proven skills of integrating and leveraging social media programs, print and broadcast media to heighten client exposure and visibility
You have a strong knowledge of the financial and technology markets and know the trends, opportunities and challenges that face many of the agency’s clients
You’re a communication guru and have a strong portfolio of writing (creative and strategic) and possess a healthy network of media contacts that have helped garner impressive results
Experience managing multiple client accounts and collaborating with a team of internal resources
Superior, proven written and oral communication skills and an obsession with detail-oriented results
Ability to speak with clients, participate on conference calls and maintain high level of professionalism and maintain confidentiality of client information
Knowledge of WordPress, basic website editing and Hubspot marketing software systems a plus (as is Hubspot certification)

Compensation:
Competitive salary based on commensurate experience, bonus program for smart goal performance, 401 (k) retirement plan with full company match and annual company profit sharing contributions, generous group health care plan options, PTO plus paid company holiday from Christmas Day through New Year’s Day, free beer, breakfast and all sorts of goodies at our awesome co-working space in Little Italy, direct deposit, mass-transit/biking incentives.

PR Assistant 3

San Diego, CA
Close

Our ideal candidate is a news and digital marketing junkie, who loves the thrill of pitching top-tier business media, writing a timely blog post and managing client PR & marketing campaigns. Pitching the Wall Street Journal or TechCrunch? No problem. Searching and networking for the next great speaking opportunity for a client? Of course! You live to see your clients featured in the spotlight. KCD PR is hiring a full-time Senior Associate based in San Diego or virtual (with some travel to San Diego!) to join our growing agency specializing in the financial, fintech and emerging technology industries. This position works directly on a small, collaborative team on public relations, digital marketing and social media campaigns for our diverse roster of clients across the nation in emerging categories like fintech, AI, SaaS, cybersecurity and blockchain. This position promises to offer an exciting, fast-paced work environment, access to clients and the opportunity to grow within the firm. If you enjoy rubbing elbows and supporting some of the brightest names in financial and technology with brand-building public relations and marketing campaigns, we want to hear from you. We have a caring and rewarding culture and a fun work environment – we work as hard as we play!  Expect a fast paced day and plenty of opportunity to shine and be rewarded for your hard work.

What You Will Be Doing at KCD PR:
•  Key contact for clients, supporting daily communications for 5-7 key client accounts
•  Partnering with other KCD PR team members on content creation and support of collateral materials and client events
•  Key role on agency marketing initiatives – creating company newsletter, blog content and digital PR and marketing campaigns
•  Participates in day-to-day media monitoring of client and industry news
•  Creating press releases, fact sheets and various other press materials
•  Strategizing on public relations and marketing goals and objectives
•  Pitching/conversing with national business and technology media on behalf of KCD PR clients
•  Managing social media marketing content for new clients and knowledge to use Facebook, LinkedIn, Google+, Twitter and YouTube
•  E-Marketing management, blog posts and landing page content creation
•  Utilizing social media to promote client news/events updating/creating pages for clients, web content revisions for client web sites
•  Editing web site content, uploading videos, often first draft of client work

Does This Sound Like You?
(*Must meet all criteria*) Candidates with previous experience working in related roles in the financial services and technology industry will be given priority. No recent graduates will be considered.

At least 3+ Years previous PR or marketing agency experience (with technology and/or financial services clients)
Bachelor’s Degree in related field (Communications, Marketing, Finance, Business or related field)
You have proven skills of integrating and leveraging social media programs, print and broadcast media to heighten client exposure and visibility
You have a strong knowledge of the financial and technology markets and know the trends, opportunities and challenges that face many of the agency’s clients
You’re a communication guru and have a strong portfolio of writing (creative and strategic) and possess a healthy network of media contacts that have helped garner impressive results
Experience managing multiple client accounts and collaborating with a team of internal resources
Superior, proven written and oral communication skills and an obsession with detail-oriented results
Ability to speak with clients, participate on conference calls and maintain high level of professionalism and maintain confidentiality of client information
Knowledge of WordPress, basic website editing and Hubspot marketing software systems a plus (as is Hubspot certification)

Compensation:
Competitive salary based on commensurate experience, bonus program for smart goal performance, 401 (k) retirement plan with full company match and annual company profit sharing contributions, generous group health care plan options, PTO plus paid company holiday from Christmas Day through New Year’s Day, free beer, breakfast and all sorts of goodies at our awesome co-working space in Little Italy, direct deposit, mass-transit/biking incentives.