How to Fund A Startup: 9 Effective Ways To Get Outside Money


In the late 1990s, a young entrepreneur named Marc Benioff came up with a groundbreaking idea that would redefine the way businesses engage with customers. His vision? To offer customer relationship management (CRM) software over the internet, was a novelty at the time. But transforming his vision into reality required more than just an innovative idea; it required substantial financial support. Faced with the frightening challenge of startup funding, Benioff decided to fund his idea by selling $2M worth of personal assets. This bootstrap funding strategy marked the humble beginnings of what we know today as Salesforce, a global leader in CRM software with a market cap of over $200B.

Salesforce’s story highlights a key lesson in starting a business that every pioneer in the field can relate to   – the critical need for startup funding. The right funding strategy doesn’t just fuel the startup’s initial journey; it is instrumental in defining the future growth of the business.

Securing funding for your startup is a challenging task, to say the least. You’ll need a compelling business plan coupled with solid traction, strong presentation skills, and an intuitive capability for identifying the right investors for your startup. As Benioff’s story of Salesforce suggests, a well-executed funding strategy can be the stepping stone to sustained growth, market dominance, and potentially, a legacy that transforms industries. If you would like to secure funding for your startup and learn how to effectively pitch investors, you are in the right place.

What Is Startup Funding?

Startup funding — or startup capital — is the money needed to launch and grow a new business. It can be used for any purpose that helps the startup transform from an idea to an actual business.

Funding can come from a variety of sources. Personal savings, a business loan (small business loans), or grants (small business grants) are initial options. Often, startups turn to angel investors and venture capitalists. These individuals or firms invest funds in exchange for equity, betting on the startup’s future success.

An important milestone in startup funding is the “series” funding rounds. Each round (Series A, B, C, etc.) allows startups to raise larger sums as they hit specific growth targets, helping them evolve from an early-stage company to a full-fledged corporation.

Some Facts About Startup Funding

  • According to CB Insights, software companies receive the highest amount of venture capital funding. In 2022, software companies received over $185 billion in venture capital funding, accounting for nearly 37% of all VC funding for that year.
  • Crowdfunding has grown significantly as a source of funding for startups. Websites like Kickstarter and Indiegogo have helped many startups get the initial capital they need to get off the ground. According to Vantage Market Research, the global crowdfunding market reached $19.79 billion in 2022 and is expected to continue growing.
  • Government grants and incentives can play a significant role in startup funding. Many governments around the world offer grants and incentives to encourage entrepreneurship and innovation. A report by the Small Business Administration (SBA) in the United States states that, although the process can be competitive, these grants can provide significant non-dilutive funding for startups.

Types Of Startup Business Funding

Types Of Startup Business Funding

Once you’ve taken a good, hard look at your personal financial capabilities to back your startup, the next move is to dive deep into the plethora of Startup Business Funding options out there. Start by doing comprehensive research and engaging with seasoned professionals who’ve walked both sides of the funding process. This approach will enlighten you about all the potential avenues for funding your business.

From SBA Microloans to angel investors, multiple funding avenues are available for your startup. Remember, each carries its unique benefits and risks. It’s crucial to choose wisely and to ensure your choice aligns with your business vision and growth strategy.

Start With A Business Plan And Your Research

Business Plan And Your Research

Developing a comprehensive business plan is important before seeking traditional funding for your startup. For more invaluable insights and game-changing strategies to effectively craft a business plan that propels you towards unprecedented success, don’t miss the opportunity to read our guide on ‘How To Create A Winning Business Plan’  This document will define thy company’s structure, lay out its goals and objectives, and provide potential investors with an insight into your company’s foreseeable future.

How To Fund Your Startup – Best Methods

Stepping into the entrepreneurial world is both exciting and challenging. However, no matter how ground-breaking your business idea is, one critical factor will always lurk in the corners of your entrepreneurial journey – funding. In the world of startups, funding is not just the fuel to kick-start your journey, but it’s the lifeline that ensures your startup can survive and thrive in a highly competitive marketplace.

how to fund your startup

Understanding Your Funding Needs

Before diving into the wide pool of funding options, it’s essential to identify your startup’s specific financial needs. Is it the research and development phase where the money is required? Or do you need funding to scale up your operations? Perhaps, you are aiming to penetrate new markets and need funds to support that expansion.

Pro-tip: Take time to analyze your business model and establish your current and future financial needs. This step will help you pinpoint the most suitable funding method for your startup.

1. The Funding Ladder: Self-Funding, Bootstrapping, And Beyond

Self-funding or Bootstrapping is the primary step that most entrepreneurs take (99.5%). It involves funding your business using your savings or personal debt. The main advantage of this method is that it allows you to maintain control over your business. However, this option may not be viable for everyone, especially if the capital requirements are high.

Friends and family often come next on the funding ladder. This method involves borrowing funds from people who trust and believe in your business idea. While it’s easier to secure, it’s essential to treat these investments professionally and to communicate the risks entailed in startup investment.

2. Leveraging Loans And Government Grants

Loans, whether from traditional banks or online lenders, are a viable funding source. A robust business plan and sound credit history can increase your chances of securing a loan. However, for loans, you’ll need to pay interest, and you need to make sure you’ll serve the debt.

Another excellent option to explore is government grants like, SBIRSTTRMBDA. Numerous countries have programs in place to support startups, especially in industries like technology, science, and environmental conservation. These grants are essentially “free money” since they don’t require repayment or give up equity.

Pro-tip: Regularly check your local government websites or databases for new grants or funds that your startup could potentially apply for.

3. Equity Financing And Strategic Partnerships

Equity financing involves raising funds by selling shares of your business to interested investors. It’s a common way for businesses to raise capital, but it means sharing a piece of your business’s potential profits.

Strategic partnerships can also be a smart move for startups. These involve partnering with another company that can provide the necessary funding in return for a business arrangement beneficial to them. It could be a large company that could use your product as part of its offering or a company seeking to enter the market you’re targeting.

Pro-tip: If possible, opt for the Strategic partnerships, as they can bring  Strategic funds but also offer an opportunity for knowledge transfer and access to new markets, compared to equity financing, which only brings funds.

4. Exploring The World Of Accelerators And Incubators

 Accelerators and incubators are programs designed to support early-stage startups. They offer mentorship, office space, and even seed funding in exchange for a small percentage of equity. Accelerators focus on scaling a business while incubators help develop an idea into a business.

Each of these funding options has its pros and cons, and the right choice varies depending on your startup’s individual circumstances and needs.

Pro-tip: When deciding on an accelerator or incubator, look beyond the funding. Consider the quality of mentorship, networking opportunities, and the relevance of the program to your startup.

5. Crowdfunding – A Game Changer

If you’re a startup founder, one term you’ve likely come across frequently is ‘crowdfunding.’ Crowdfunding can be a game-changer for early-stage companies and has democratized the entrepreneurial playing field, providing a platform for anyone with a vision to transform it into a viable business. The power of crowdfunding lies in its ability to pool resources from numerous individuals to fund projects, ideas, or businesses. But, why exactly is crowdfunding so beneficial for a startup?

  • Crowdfunding As A Source Of Capital

For starters, crowdfunding provides a powerful and often quicker alternative to traditional fundraising methods. It’s no secret that raising funds for a startup can be a unnerving and time-consuming task. Pitching to investors, navigating financial jargon, and struggling to secure capital can consume valuable time and energy. Crowdfunding, on the other hand, simplifies this process. By presenting your startup’s story and objectives to the public, you can raise the necessary capital in a more efficient and direct way.

  • Building Early Adopters And Supporters

Another key aspect of crowdfunding is that it’s not just about the money. Crowdfunding platforms allow startups to create a community of early adopters and supporters. These are people who not only fund your business but also become champions of your brand. They provide crucial feedback, spread the word about your startup, and often become loyal customers themselves. This kind of organic engagement is priceless for startups trying to establish their footing in the market.

An Example: Now, let’s bring this concept to life a bit more. Imagine you’ve just developed an innovative tech gadget. You believe in your product, but you’re not sure how it’ll be received by the public. By launching a crowdfunding campaign, you can gauge market interest before going into full-scale production. This is a massive risk mitigation strategy and allows you to adapt to the market demands more effectively.

Websites like Kickstarter, Indiegogo, and GoFundMe are the modern-day gold mines for entrepreneurs. They offer a platform where you can pre-sell your products or services and rally a thriving community’s support to raise capital.

Pro Tip: Craft a Compelling Story

To maximize your crowdfunding campaign, it’s important to craft a compelling story around your startup. Why? Because people resonate with stories more than they do with simple product descriptions. Show your potential backers the ‘why’ behind your startup, not just the ‘what.’ In other words, focus on your purpose, not just your product. This will help you stand out from the crowd and connect with potential backers on an emotional level.

Other Ways For Startups To Get Funding

Here are a few alternative methods that you should consider to fund your startup.

  • Local Contests

The startup ecosystem is often dotted with local entrepreneurial contests akin to the ‘Shark Tank’. These platforms offer not just the lure of funding, but also a chance to enhance your pitch and gain valuable feedback. Participating in these contests could offer your startup the limelight it needs to capture wider attention, and who knows, perhaps win the grand prize. Remember, even if the outcome isn’t a win, the exposure and learning are beneficial takeaways.

  • Keep Your Day Job

It may sound counterintuitive but don’t quit your day job just yet. Balancing your startup dreams with a 9-5 job can provide a financial safety net during the early, uncertain days of your venture. This income stability might reduce stress and allow you to build your business patiently and steadily without the added pressure of immediate success.

  • Sponsorships

Exploring the realms of sponsorships could unlock another avenue of funding. This form of capital infusion does not dent your equity or burden you with repayments. First, identify potential benefactors like universities, charitable foundations, government agencies, or corporate foundations. Then, create a compelling proposal that outlines your project, team, and funding requirements.

While sponsorships offer a low-risk funding opportunity, the competition is often fierce. Balance the potential benefits with the time and effort required to secure these funds before embarking on this path. Also, you can grab a business credit card and use that to pay for some expenses in your startup.

Frequently Asked Questions

1. What Are The Different Stages Of Startup Funding?

Startup funding typically unfolds over several stages, each with its unique characteristics and requirements. Initially, most startups go through the pre-seed or seed stage, which is usually funded by the founders, family, friends, or angel investors. This is often followed by Series A funding, a stage focused on scaling up the business after it has shown potential for growth.

Series B and C funding rounds usually aim to scale the startup even further and build it toward profitability. Beyond these stages, additional funding rounds can occur, such as Series D and onwards, or the company may move towards an Initial Public Offering (IPO) or an acquisition.

2. How Do I Determine My Startup’s Valuation For Funding?

Valuating a startup, especially in its early stages, can be quite challenging as it’s not an exact science and usually involves a combination of methodologies. These can range from the DCF (Discounted Cash Flow) method, which bases the valuation on future revenue projections, to the Comparables method, which values your startup in relation to similar companies.

Additionally, the Market Multiples method could be used, this calculates valuation based on what the market is willing to pay for similar companies. Often, the valuation also reflects the level of interest and competition among investors, the company’s growth rate, market size, and the team’s strength. It’s advisable to consult with financial advisors or experienced entrepreneurs during this process.

3. What Are Some Common Mistakes Startups Make When Seeking Funding?

A common mistake is seeking funding too early. Before going for outside funding, ensure you have a solid business plan, a minimum viable product, and some evidence of market validation.

Another mistake is not researching potential investors. Not every investor is the right fit for your startup; look for those who understand your industry and can add value beyond just providing capital.

Thirdly, underestimating the amount of time it takes to secure funding can lead to cash flow issues. The fundraising process can take several months, so plan accordingly.

Lastly, it’s important not to undervalue or overvalue your company. Both scenarios can have detrimental effects – undervaluation means giving up more equity, while overvaluation can lead to down rounds in the future.

Wrapping Up

Understanding business startup funding is crucial for early-stage or small businesses. Various funding sources, such as venture capital firms, angel investors, or crowdfunding, provide different advantages. These could range from financial support to mentorship and network access.

You should thoroughly evaluate each option, considering factors like control, risk, and potential growth, as they can significantly impact the startup’s future. Making informed decisions on funding can pave the way for a startup’s success.

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About the author: Oran Yehiel

Oran Yehiel is the founder of Startup Geek, with an MBA specializing in financial management and a background in Deloitte. As a Certified Public Accountant and Digital Marketing Professional, he writes about venture capital, marketing, entrepreneurship, and more, bringing a wealth of experience to businesses seeking growth and success.

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