If you’re an early-stage founder, chances are you’ve been told to “build a great pitch deck.” And while that advice isn’t wrong—it’s incomplete.

A compelling deck might open the door. But what gets an investor to walk through it is everything that doesn’t live in your slides.

After reviewing hundreds of pitches and now mentoring founders through the Makers Mindset Accelerator, I’ve seen the same patterns emerge: founders spending months refining fonts and slide transitions—while skipping over the real prep work that builds investor confidence.

The truth is, experienced investors are evaluating you before they even get to your business model slide. They’re looking for signals that go deeper than design: indicators that you’re not just a visionary—but a builder with the traction, clarity, and resilience to go the distance.

Here’s what they’re really looking for—and how to know if you’re ready.

1. Traction That’s Directional—Not Just Pretty

You don’t need to have millions in revenue to raise capital. But you do need to show momentum.

Early traction is one of the strongest signals you can send to investors. It tells them that people want what you’re selling—and that you’ve figured out at least one part of the growth equation.

What traction looks like at the early stage:

  • A waitlist of eager customers
  • Strong DTC conversion rates
  • Consistent month-over-month growth
  • A few small but strategic wholesale partners
  • Clear retention signals or reorder behavior

If traction is soft or inconsistent, that’s not necessarily a dealbreaker—but you need to be able to tell the story behind the numbers and what you’ve learned.

“We launched on a limited run to test packaging and messaging. We sold through 80% of inventory in two weeks with no paid marketing, and we’re now scaling up production with a clear customer profile in mind.”
That tells a very different story than a flat topline chart.

2. Margins That Signal You Know Your Business

Product is one thing. Profit is another.

Founders often go into investor meetings laser-focused on their product’s differentiators—but sidestep margin conversations entirely. This sends the message that you’re not yet operating with a CEO mindset.

At a minimum, you should know:

  • Your landed cost (including freight, duties, and warehousing)
  • Your gross margin by channel (DTC vs. retail)
  • Your COGS trends over time and how you’ll improve them
  • Your breakeven volume per SKU

Why this matters: margins tell investors how much oxygen your business has. A beautiful brand with weak margins is a red flag. A solid margin story—even at modest scale—signals operational awareness and growth potential.

3. A Founder-Market Fit That’s More Than Just Passion

Investors don’t just bet on the business. They bet on you.

Founder-market fit is more than having a personal connection to the problem you’re solving (though that can help). It’s about having insight and access that gives you a strategic edge.

Ask yourself:

  • Do you have unique knowledge or lived experience that shapes your POV?
  • Do you have relationships, credentials, or industry know-how that helps you win faster?
  • Can you demonstrate an obsession with your customer and category?

Investors want to know: why you, and why now?

4. A Story That Holds Together Across Channels

Before an investor decides to schedule a call, they’re Googling you.

They’re reading your LinkedIn, clicking through your Instagram, scanning your product reviews, and looking at press mentions—if there are any.

If your narrative is confusing, misaligned, or vague across these platforms, it plants seeds of doubt. Investors want to see a founder who knows how to communicate clearly and consistently, especially in a noisy market.

Your story should be compelling and cohesive across:

  • Website and product copy
  • Pitch deck narrative
  • Social media presence
  • Founder bio and brand origin
  • Press and public mentions

The best stories don’t over-explain—they resonate.

So, Are You Ready to Raise?

Fundraising isn’t just about the pitch. It’s about the preparation—financial, operational, and emotional.

It’s about knowing:

  • How much to raise—and what it will get you
  • When to raise—so you’re not doing it from a place of panic
  • Why you’re the founder to bet on

That’s why we built the Makers Mindset Accelerator—to help early-stage CPG founders do the deep work before they step into the room. Inside the program, you’ll learn how to build a capital strategy, develop investor materials, understand valuation frameworks, and pressure-test your financial model with insights from experienced investors.

If you’re wondering whether you’re ready to fundraise—or how to even start that journey—this is your roadmap.

Because confidence doesn’t come from a polished deck. It comes from knowing your business inside and out.

Ready to go deeper?

The Makers Mindset Accelerator is available on demand. No application. No gatekeeping.
Just the tools, insights, and guidance you need—when you need them.

Enroll now →