How can you create urgency when pitching to angel investors and VCs?

1 Show traction and momentum

One of the best ways to create urgency is to show that your startup is gaining traction and momentum in the market. Traction means that you have validated your product-market fit, acquired customers, generated revenue, or achieved other relevant milestones. Momentum means that you are growing fast, expanding your team, launching new features, or securing partnerships. By showing traction and momentum, you demonstrate that your startup is solving a real problem, creating value, and attracting demand. This can make investors feel that they might miss out on a great opportunity if they don't act quickly.

3 Create scarcity and exclusivity

A third way to create urgency is to create scarcity and exclusivity in your fundraising process. Scarcity means that you have a limited amount of time, money, or equity available for investors, such as a deadline, a cap, or a valuation. Exclusivity means that you have a selective or preferential criteria for choosing investors, such as a strategic fit, a track record, or a referral. By creating scarcity and exclusivity, you show that your startup is in high demand and low supply, and that not every investor can get access to it. This can make investors feel that they have to act fast and compete for your attention and deal.

4 Use social proof and FOMO

A fourth way to create urgency is to use social proof and fear of missing out (FOMO) in your pitch. Social proof means that you have endorsements or testimonials from credible sources, such as customers, experts, influencers, or other investors. FOMO means that you have indications or signals that other investors are interested, committed, or close to investing in your startup, such as a lead investor, a term sheet, or a waiting list. By using social proof and FOMO, you show that your startup has a positive reputation and validation in the market, and that other investors are eager to join your round. This can make investors feel that they have to follow the crowd and join the bandwagon before it's too late.

5 Ask for a commitment and follow up

A fifth way to create urgency is to ask for a commitment and follow up with your investors. A commitment means that you have a clear and specific ask or request for your investors, such as a meeting, a feedback, a referral, or an investment. A follow up means that you have a regular and consistent communication and relationship with your investors, such as an email, a call, a demo, or an update. By asking for a commitment and following up, you show that you are serious and professional about your fundraising process, and that you expect the same from your investors. This can make investors feel that they have to respect your timeline and process, and that they have to make a decision soon.

6 Be confident and authentic

A sixth way to create urgency is to be confident and authentic in your pitch. Confidence means that you have a strong belief and conviction in your vision, mission, and goals, and that you can articulate them clearly and persuasively. Authenticity means that you have a genuine and honest personality and story, and that you can connect with your investors on a personal and emotional level. By being confident and authentic, you show that you are passionate and credible about your startup, and that you can inspire and influence your investors. This can make investors feel that they want to work with you and support you, and that they have to act now to be part of your journey.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?