Let’s be honest: fundraising is often romanticized. But as an investor—and a former operator who’s been in your seat—I can tell you with certainty: it’s not just about raising money.

It’s about raising smart.
It’s about knowing your numbers, your superpowers, and your goals.
And it’s about finding the right partner—not just a check.

Here’s what I want every founder to know before they fundraise.

1. Don’t Fundraise Just Because You Think You Should

The right time to raise is when you:

  • Need capital to fuel real, measurable growth (like scaling inventory, launching retail, or expanding into new channels)
  • Are looking for a partner—not just capital—but someone who brings expertise, perspective, and network value to help you operate more effectively

If you’re not raising for one (or both) of those reasons, you’re probably not ready.

2. The Best Founders Know It’s a Two-Way Interview

When I meet a founder, I’m not just evaluating their pitch—I’m evaluating the partnership. Can I help them? Do they want help? Are we aligned in values, energy, and goals?

You should be doing the same.

Don’t just accept the highest valuation. Ask how that investor supports portfolio companies. Ask how they’ve acted in tough times. Ask their other founders what it’s like to work with them.

Because this is a marriage. And not the kind you can walk away from easily.

3. Know Your Numbers Cold—Or Don’t Pitch Yet

When you pitch an investor, you need to know:

  • Your margin structure
  • What you’re projecting and why
  • Your CAC, retention, and gross margin trends
  • What the money you’re raising will actually do

This doesn’t mean you need to be an Excel wizard. But if you can’t explain how your top line grows, your costs shift, or your DTC conversion rates evolve—you’re not ready.

Get your house in order before you walk into the room.

4. The Pitch Deck Isn’t the Point—The Story Is

Most investors will spend less than a minute on your deck.
What grabs us is clarity, cohesion, and emotional resonance.

Can you clearly explain:

  • Your “why” and how it shapes the brand?
  • Your white space and positioning?
  • Your plan for profitable growth—and what makes you inevitable?

Your visual identity matters too. We look for care, cohesion, and signals that you know your brand as much as your numbers.

5. Not All Capital is Equal

A big red flag? Founders who are only looking for capital.

The best ones ask for insight, mentorship, introductions—and actually want a partner who’s been there before.

If that’s you, you’re who I want to back. But if you’re looking for a silent check and a fast exit? We’re probably not aligned.

6. Build the Relationship Before You Need It

Fundraising always takes longer than expected. If you wait until you’re desperate, you lose leverage.

Start now:

  • Reach out to investors before you’re raising
  • Send monthly updates—even if you’re pre-seed
  • Ask for feedback, not money
  • Be persistent, but not spammy

This builds familiarity and trust—so when the time is right, you’re already top of mind.

Final Thought: Team is the Product

At the end of the day, your people are your only moat. 

Great branding will get you attention. Great product will get you repeat customers. But a great team is what turns early momentum into a lasting brand.

So choose your people like you choose your packaging: with care, intention, and love.


Cristina Nuñez is the co-founder of True Beauty Ventures, a VC firm dedicated to scaling the next generation of beauty and wellness brands. With a background in finance, operating, and investing, she brings a uniquely grounded perspective to founders navigating early-stage growth and fundraising.