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Every beautiful garden begins with a humble seed planted in the ground. That’s where the startup world got the term “seed funding”: some of the earliest money a new company receives to grow.
“For startups, seed investing is what is needed for you to see those beautiful tulips one day,” says Michael Duda, cofounder and managing partner of Bullish Inc., a venture capital firm that has invested in companies like Warby Parker, Peloton, Harry’s, Bubble Beauty, and Bandit Running.
“It’s that early money to plant the beginning of something in the ground, and hopefully help it grow and flourish in the future,” Duda tells Shopify.
While seed funding is often associated with venture capital firms, startups can seek capital from a variety of sources, including friends and family, crowdfunding platforms, and grants. Whichever sources you choose, securing funding can be a challenge for a new business. A polished pitch starts with these four things.
You have an MVP
It’s helpful to have at least a basic example of your product or service—even if it’s a minimum viable product (MVP)—to show your potential investors. An MVP is a basic version of a product or service with just enough features for customers to use and interact with, while still feeling complete.
This doesn’t necessarily have to be a full prototype. There are several types of MVPs that don’t require you to build a product, such as a website describing the product and its features, an explainer video, a marketing campaign driving people to sign up for a waitlist, or a single-feature MVP to test one functionality.
When Susie Harrison was building Hearth Display, a digital whiteboard that helps families organize schedules and chores, her MVPs were design concepts she created in Figma and shared with her target audience. “We started by quite literally just showing families the actual product designs of the software features—not even a fully baked hardware prototype, not even a fully baked engineered software experience,” she says.
While Harrison’s MVP was more conceptual, it allowed her to validate the need for her business.
You can demonstrate consumer traction
Besides giving you something tangible to show investors, MVPs also allow you to collect feedback from users and prove consumer interest to investors. Harrison knew this was especially crucial for Hearth Display, which aimed to solve a problem many male investors couldn’t relate to—the mental load of running a home.
“One of the points of pushback that we received from potential investors was around whether or not somebody would actually pay to solve this problem,” Harrison says. “We also had pushback around whether or not the problem was actually real.”
Harrison first created Facebook groups to gather families’ pain points and feedback as she began building the concept of Hearth Display. She then launched a pre-order campaign where customers put down a small (refundable) deposit. Finally, she followed it up with an Indiegogo c