Investor Readiness Checklist: What to Fix Before You Pitch

I remember a founder who came to me with fire in his eyes and a deck full of dreams. He had passion, a cool product, and a bold “We’ll change the world” slide. But when I asked, “How much are you raising, and what will it buy you in 12 months?”—he froze.

Passion will open the door, but clarity closes the deal. If you want investors to say “yes,” you must make their decision easy. Think of your pitch as a well-lit path: no confusion, no gaps, just a straight line from idea to return.

This is the same checklist I give our founders at Mercy Elroi. Use it to fix the cracks before you pitch.

1) Story & Clarity: Can I explain it in one breath?

• One-line problem + solution. “Small businesses lose sales because inventory records are messy. We fix that with a simple mobile app that updates stock in real time.”
• Who you serve (exactly). Industry, size, location.
• Why now. A real shift: regulation, tech cost drop, behavior change, or market shock.
  If you can’t say it in one breath, you’ll lose the room.

2) Customer & Pain: Is the pain deep enough?

• Evidence of pain. Numbers beat adjectives. “Customers spend 6 hours weekly on manual stock checks.”
• Willingness to pay. Even pilot payments matter. A small, real payment is better than 100 “We like it” comments.
• Clear persona. “Pharmacy owners with 2–5 stores in Lagos/Abuja.” Specific wins.

3) Market Size: Is there room to grow big?

• Bottom-up, not just big-number top-down. Start with your target segment × price × adoption.
• Path to adjacent markets. Show how you expand after winning a niche.
  Investors want to see a runway, not a closed room.

4) Traction: What proof do you have today?

• Simple traction line: Users → Active users → Paying users → Retention.
• Cohorts & retention. “Month-3 retention is 62%.” Clean and honest.
• Unit signals. Conversion rate from trial to paid; sales cycle length; average deal size.
  Traction is the loudest voice in the room.

5) Business Model: Does the math work?

• Pricing logic. Tie price to value (time saved, revenue gained, cost reduced).
• Unit economics. LTV vs CAC, gross margin, payback period. If CAC payback is under 12 months, say it with pride.
• Scalability. What breaks at 10× customers? Show you’ve thought about it.

6) Go-to-Market: How will you get customers repeatedly?

• Channels you’ve tested. Partnerships, field sales, content, affiliates, community, or integrations.
• Repeatable playbook. A simple funnel: lead source → conversion % → cost → time to close.
• Focus. One or two channels that actually work beat seven that “might.”

7) Product & Moat: Why won’t a bigger brand crush you?

• Edge. Data, community, workflows, integrations, switching costs, or a specialized niche.
• Roadmap with purpose. Features that drive retention or revenue, not shiny objects.
• Live demo stability. If it crashes, your credibility drops. Rehearse.

8) Team: Can this team finish the race?

• Complementary skills. Who builds, who sells, who operates.
• Founder-market fit. Your lived experience matters—tell that story.
• Advisors/mentors. Borrow experience while you build your own.

9) Legal & Admin: Are there any red flags?

• Entity & cap table clean. Clear founder ownership, documented agreements.
• IP and licences. Who owns the code, content, or formulas?
• Compliance basics. Data privacy, KYC/AML if needed, contracts with key partners.
  Investors fear surprises. Remove them.

10) Financial Model: Can you see 18–24 months ahead?

• 3 simple sheets. P&L, cash flow, hiring plan.
• Assumptions labeled. CAC, churn, pricing, ramp time for new hires.
• Cash runway. Show how this round gets you to the next milestone, not just to “survive.”

11) The Ask: What are you raising and why?

• Exact raise + use of funds. “We’re raising $500k to reach 1,000 paying pharmacies in 12 months: 50% sales/marketing, 30% product, 20% ops.”
• Milestones unlocked. Revenue, customers, partnerships, or regulatory approvals.
• Round mechanics. Instrument (SAFE/Equity), valuation/valuation cap (if applicable), and any lead investor.

12) Data Room: Is everything one click away?

• Pitch deck (10–12 slides), full financial model, product demo video, traction metrics, legal docs, key contracts, customer testimonials, case studies.
  A tidy data room says, “We’re ready for diligence.”

13) Pitch Deck Polish: Crisp, visual, fast

• Flow: Problem → Solution → Market → Traction → Model → GTM → Moat → Team → Plan → Ask.
• One idea per slide. Fewer words, more proof.
• Consistent design. Your brand should look like you respect details.

14) Q&A Rehearsal: Pressure-test your weak spots

Practice answers—short, direct, numbers first:

• “What’s your churn?”
• “Why will customers switch?”
• “What could kill this business, and how are you de-risking it?”

15) Founder Mindset: Calm, clear, coachable

Investors back momentum and character. Be honest about risks, decisive about priorities, and open to feedback. Confidence is quiet. Clarity is loud.

How to Use This Today (Mercy Elroi way)

1. Write your one-line pitch and share it with three non-tech friends. If they get it, you’re close.
2. Pull your numbers (CAC, churn, retention, MRR, payback). If you can’t, fix your tracking.
3. Pick one GTM channel and make a 90-day plan you can execute.
4. Clean your data room this week.
5. Rehearse with friendly fire. Do a mock pitch with someone who won’t flatter you.

Your pitch is not just a performance—it’s a promise. When your story is simple, your numbers are honest, and your plan is practical, investors can see the return before they wire the funds.

And remember: we don’t chase money. We build value so well that money chases us.

Book a 1-on-1 Investor Readiness Session (Founders, CEOs & Startup Owners)

Let’s make your “yes” inevitable.
In 60–90 minutes, I’ll review your deck, numbers, GTM, and data room—then hand you a simple, 30-day action plan to fix the gaps before you pitch.

What you’ll get

• Deck & story audit (one-line pitch, clarity, flow)
• Metrics check (CAC, churn, payback, runway)
• GTM focus (the one channel to double-down on)
• Moat & risk review (what could kill it—and how to de-risk)
• 30-day checklist + next milestones for this fundraise

Ready to get investor-ready?
👉 Book Your 1-on-1 Strategy Session
Or WhatsApp: +44 7404 596526