Securing pre-seed funding is probably one of the toughest but most defining phases of a startup. Here, you have no established product, customers, or revenue. What you do possess is an idea, a dream, and the talent for making others believe in it.
For the majority of founders, they only have access to their pitch deck and how well they can spin a good yarn. The question is—how do you lure pre-seed investors when you’re essentially selling the promise of something that hasn’t yet materialized?
Let’s dissect it into actionable knowledge with real-life examples.
1. Share a Story, Not Just Numbers
At the pre-seed stage, there are few numbers to show – no revenue, little traction, and sometimes no product at all. What’s most important is your story.
Investors want to feel your vision.
They need to know why the problem matters, why it hasn’t been solved yet, and why you are the one to solve it.
Example: Airbnb’s initial pitch deck did not mention billions in revenue projections. Rather, it outlined a huge travel issue (costly hotels, no local experiences) and an easy solution—renting rooms from locals. That narrative got them in front of investors when they still didn’t have significant traction.
2. Make the Problem Huge and Painful
Investors fund startups that address genuine problems for big markets. If your pitch sounds like a “nice-to-have” solution, pre-seed investors will leave.
- Clearly state the pain point.
- Illustrate how it affects companies or consumers in the present.
- Reference real quotes, testimonials, or case studies—even if they are from prospects you spoke to.
Example: Slack, before creating its product, sold investors on the wasted productivity caused by email in today’s teams. That was a familiar and pressing issue, even prior to the solution fully taking shape.
3. Develop a Lean MVP—or At Least a Prototype
Even with no finished product, you can show progress. A prototype, clickable demo, or mock-up conveys capability to execute.
- Tools such as Figma, Webflow, or Bubble enable you to build working prototypes with little coding.
- Include screenshots or a rapid-fire demo video in your pitch deck.
Example: The fintech unicorn Brex created an early prototype of its corporate credit card platform with basic functionality. That prototype demonstrated to investors that the team could deliver.
4. Highlight the Team’s Unique Advantage
Investors quote, “We invest in teams, not ideas.” At the pre-seed level, your expertise and experience are as valuable as your vision.
- Feature relevant experience (industry experience, technical expertise, previous startups).
- Feature the team’s ability to implement and execute, rather than brainstorm.
- Create Early Traction Before You RaiseTraction doesn’t always equal revenue. In pre-seed, investors seek signals of momentum:
- A waitlist of would-be users
- Letters of intent from would-be customers
- Beta testers enrolled
- Partnerships in motion
Example: Superhuman (the premium email app) built a pre-launch waitlist of thousands of users, generating buzz before raising money. This showed demand existed even without revenue.
6. Master Your Pitch Deck
A winning pre-seed pitch deck doesn’t need to be 30 slides. In fact, it should be short, sharp, and memorable. Include:
- Problem statement
- Solution (demo/prototype helps)
- Market size (big enough to matter)
- Business model (how you’ll make money)
- Traction (waitlist, prototype, customer interest)
- Team (why you’re uniquely capable)
- Vision (the future you’re building)
Insider Advice: Do not include vanity slides with contact form submissions. Instead, focus on real signals of potential—emails collected, early pilot customer conversations, or prototype usage.
7. Use Your Network to Gain Warm Introductions.
Cold emails are hardly effective at the pre-seed round. Some angel investors and early pre-seed VCs will take cold emails, but most rely on referrals and networks.
- Attend founder meetups, pitch competitions, or accelerator events.
- Use platforms such as AngelList, LinkedIn, or Twitter (X) to connect with investors.
- Request warm introductions from mentors, advisors, or fellow founders.
Example: Canva’s founders didn’t raise funding through a cold email. They networked with people within the industry and eventually found investors who not only provided funds but also introduced them to influential advisors.
8. Be Open About Risks
Ironically, being honest about your risk can also make you more investable. Investors are aware that pre-seed companies are high-risk. Acting as if otherwise appears foolish.
- Admit your greatest challenges.
- Demonstrate a clear strategy for how you will test, validate, and de-risk.
- Create FOMO with Access.Pre-seed investors are human and will want to invest in the “next big thing”. You can create urgency by:
- Running a tiny, oversubscribed pre-seed round.
- Publicly sharing milestones (1 week into the launch, we had 1,000 people on the waitlist).
- Creating credibility via press, podcasts, or thought leadership.
Example: Clubhouse created enormous buzz by conducting an invite-only beta before raising large rounds. The exclusivity served to persuade early supporters that it was the right risk to take.
Final Thoughts
Convincing pre-seed investors with only an idea and a pitch deck takes storytelling, credibility, and evidence of execution. You don’t need huge revenue figures—but you do need to demonstrate that:
- The problem is urgent and real.
- The market size is gigantic.
- You and your team are the ones who can solve it.
- You’ve already started taking small steps to prove your vision.
Remember: pre-seed investors don’t invest in your product—they’re investing in your potential. If you’re able to show grit, clarity, and momentum, you’re able to secure backing long before your startup is even fully formed.
