The Importance of Investor Relations for Startups Who Want to Raise Money

Jun 6, 2023

If you're a startup founder, you know that one of the most important things you can do is raise money. And while there are a lot of ways to raise money, one of the most effective is through investor relations.

But what exactly is investor relations?

In short, it's the process of building and maintaining relationships with potential and current investors. This includes everything from communicating your company's story and strategy to sending updates on your progress and troubleshooting any issues that come up.

Investor relations is important for startups because it allows you to build trust and credibility with potential investors. If they believe in you and your team, they're more likely to invest in your company. And even if they don't invest right away, they may be more likely to do so down the road.

There are a few key things you need to do to build strong investor relations.

  1. First, you need to have a clear and compelling story about your company. This should include why you're doing what you're doing and why now is the right time to do it.

  2. Second, you need to articulate your vision for the future and how you plan to get there.

  3. Third, you need to be transparent about your progress—both the good and the bad.

  4. Fourth, you need to be responsive to any questions or concerns that investors might have.

You also need to make sure that your website and all of your marketing materials are up-to-date and professional. This includes having an up-to-date investor deck as well as an "About Us" page on your website that tells your company's story.

Have a clear and compelling story about your company

The first area we will cover is having a clear and compelling story about your company. Your story should answer the question of why you're doing what you're doing and why now is the right time to do it.

To craft a good story, you need to start with your mission. You can start by asking yourself why you're passionate about your product or service.

  • What problem are you solving?

  • And how will your company make a difference in the world?

  • Why did you start this company?

  • What problem are you solving?

Your mission should be more than just making money—although that is important, too! It should be something that gets you excited and drives you to work hard every day.

Once you have your mission, you need to think about your target market.

  • Who are you trying to reach?

  • And what needs do they have that you can solve?

Your story should also address the problem that you're solving and how your company will make a difference in the world.

  • You should also be clear about your vision for the future. What does success look like for your company?

  • How do you plan to get there?

The final piece of your story is why now is the right time to do what you're doing. This is where you need to address any trends or changes in the market that make this the perfect time to launch your product or service.

For example, let's say you have a great new dating app. You might talk about how the rise of online dating has made people more open to trying new things and how your app is positioned to take advantage of that trend.

Articulating your vision for the future

The second thing you need to do to build strong investor relations is articulate your vision for the future. This means having a clear idea of what success looks like for your company and how you plan to get there.

Investors want to know that you have a plan and that you're not just making things up as you go along. They want to see that you have a clear path to profitability and that you're not going to run out of money before you get there.

To craft a good vision, start by thinking about your long-term goals.

What do you want to achieve in the next five years?
In the next ten years?
And how will you know if you've achieved it?

Next, you need to think about the steps you'll need to take to get there. What do you need to do in the next year? In the next six months? This is where you need to start getting into the details of your plan.

Finally, you need to think about how you're going to measure your progress. This is important because you need to be able to show investors that you're making progress towards your goals. Otherwise, they're going to get impatient and lose faith in your ability to deliver on your promises.

Some things you might want to measure include:

  • The number of customers you have

  • The amount of revenue you're generating

  • The growth of your user base

  • The number of employees you have

Being transparent about your progress

The third thing you need to do to build strong investor relations is be transparent about your progress. This means sharing both the good and the bad with your investors.

Investors understand that startups are risky and that not everything is going to go according to plan. But they still need to see that you're making progress and that you're learning from your mistakes.

The best way to be transparent is to send out regular updates to your investors. This could be a monthly or quarterly newsletter, or just a simple email update.

In your updates, you should include:

  • A summary of what you've been working on

  • Your progress towards your goals

  • Any challenges you've faced and how you've dealt with them

  • What you're planning to work on in the next period

Sending out regular updates shows investors that you're keeping them in the loop and that you value their input. It also gives them a chance to give you feedback and help you course-correct if necessary.

Building strong investor relations takes time and effort, but it's essential if you want to raise money for your startup.

Don't skip your "About Us" page

One area many startups overlook when it comes to investor relations is their "About Us" page. This is a mistake because your "About Us" page is one of the first places investors will go to learn more about your company.

Your "About Us" page should give investors a snapshot of who you are, what you do, and why you're doing it. It should be clear, concise, and easy to read.

Here are a few things you should include on your "About Us" page:

  • Your mission statement

  • A brief history of your company

  • An overview of your products and services

  • Your team members and their bios

  • Your investors

  • The markets you're targeting

Making sure your "About Us" page is up to date and informative will show investors that you're serious about building a successful company.


Building strong investor relations is critical for startups who want to raise money. By having a clear and compelling story, articulating a vision for the future, being transparent about your progress, and being responsive to investors' questions and concerns, you can build trust and credibility with potential investors—which may lead them to invest in your company now or down the road.