Think of Funders as Customers

Ulu Ventures managing director Miriam Rivera advises founders to think about looking for funding the same they think about looking for customers: Find someone who is a really good fit for what you’re selling. It’s tempting to cast a wide net, but she advises founders to target their searches at the most closely aligned investors and firms. Work your network to get a warm introduction, she adds, and make sure you have rigorous data to back up your pitch.