Investor Aihui Ong on Mastering the Art of Fundraising

Aihui Ong (pronounced i-we) is a software engineer turned entrepreneur turned investor.

She is a General Partner at Transform Capital, a Silicon Valley-based VC with a unique philanthropic mission, donating 50% of general partners’ profits to non-profits.

Fundraising is one of the most critical and challenging aspects of building a startup. Successful founders know it requires not only a great business idea but also the ability to communicate it effectively and demonstrate resilience throughout the process. Here are three essential insights, Aihui Ong shared, to help entrepreneurs navigate the fundraising journey.

“I pitched more than 75 investors to close $650,000. Fundraising is a numbers game—the more you pitch, the higher your chances of success.”

Clarity and Conciseness Win Investor Attention
Investors are often inundated with pitches, leaving little time for lengthy explanations or complex details. To stand out, your elevator pitch, email outreach, and pitch deck must be clear and concise. These elements should:

Elevator Pitch: Explain your business and its value proposition in 30 seconds or less. Use analogies (e.g., “Airbnb for pets”) to anchor your concept in familiar terms.
Email Blurb: Highlight the "what," "who," "why," and "when." For example, showcase your market opportunity, team credentials, and a compelling reason for investors to meet you.
Pitch Deck: Design a visually appealing, streamlined deck with minimal text, emphasizing key aspects like market size (in billions), problem, solution, and go-to-market strategy.

A clear and compelling presentation signals to investors that you understand their priorities and respect their time.

Tailor Your Pitch and Build Relationships
A one-size-fits-all pitch rarely works. Take the time to research potential investors and tailor your communication to their interests and past investments. Highlight aspects of your business that align with their portfolio, such as:

Market alignment (e.g., consumer tech, AI, B2B SaaS).
Complementary investments or sectors.
Your unique strengths, such as a proven team or significant traction.

Establishing a personal connection can also make a significant difference. Share your story and why you are uniquely suited to solve the problem your business addresses. Even if you receive a "no" initially, maintain the relationship and update investors on your progress. Many successful founders convert early rejections into long-term support.

Persistence and Grit Pay Off
Fundraising is often a marathon, not a sprint. It's common to hear "no" from the majority of investors you pitch, but that’s not the end of the road. Successful entrepreneurs:

Iterate Based on Feedback: Incorporate constructive criticism to refine your pitch and business strategy. Listen especially to repeated feedback—it’s often the most valuable.
Demonstrate Grit: Consistently follow up with progress updates, showing that you can execute and adapt.
Focus on the Long Game: Relationships take time to build. A rejection today can turn into an investment later if you prove your resilience and ability to deliver results.

Final Thoughts
Fundraising isn’t just about having a great idea; it’s about communicating effectively, understanding your audience, and demonstrating perseverance. By refining your pitch, building meaningful connections, and showing grit, you’ll increase your chances of success. Remember, every rejection is an opportunity to learn and improve. Keep hustling—doors will eventually open.