Here are three often-missed fundamentals that derail fundraising before the first term sheet hits the table:

Narrative – Deals don’t just happen. You have to create a narrative that attracts
interest—a story that makes the opportunity feel urgent and important. If investors don’t feel the “why now,” they move on.

Momentum – Once your narrative creates urgency, you can’t lose it. A lack of preparation—missing financials, slow follow-ups, unclear data—kills momentum fast. When a prospect is engaged, everything needs to be ready to go.

Fit – The investor landscape is massive. Different risk appetites. Different structures. Different products. To get to “yes,” you need to understand the universe you’re pitching into – and how your deal aligns with each type.

Fundraising isn’t just about having a good company. It’s about controlling the process from story to close.