In today's fast-paced business world, entrepreneurs must capture investors' attention quickly and effectively. With insights from Evelina Anttila, one of Sweden's leading tech investors and an angel in Dragon's Den, we provide the best tips for writing a powerful email to potential investors.
Before you even start writing your email, it's important that you've done thorough research. Evelina emphasizes the importance of being well-prepared:
"I want people to do their homework. It's very much about these individuals telling me what they want to do, why they're the right people to do it, and why the timing is right now."
Find out about the investor's focus areas and previous investments. This helps you tailor your message and show that you've done your research.
Investors like Evelina receive many emails every day. You only have a few seconds to capture their interest. Evelina recommends:
"You don't need to write a very long email. It can be bullet points. This is what I'm building, this is who we are doing it. This is the market, and this is the round we're raising now."
Aim for about 10 sentences in total, divided into short, easily readable paragraphs or bullet points.
Structure your email around these key points:
By presenting this information clearly and concisely, you give the investor a quick overview of your business idea.
Evelina emphasizes the importance of the team behind the idea:
"It's very much about the person. Just like when you meet anyone, whether it's a customer meeting or so. You want to get a feeling. I want to understand where their drive is, what's important to them."
Highlight relevant experience, domain expertise, or previous successes that show you're the right people to execute the idea.
In a world where technology and markets change rapidly, timing is crucial. Evelina says:
"This timing part is actually quite important. There are many examples, take the whole e-commerce boom where there were many companies that were early, but where the market wasn't mature enough."
Explain why your solution is relevant and in demand right now.
Investors want to see that you've thought through how your company will make money. Evelina warns:
"If you haven't done your homework and you show some hockey stick graph that you can't back up. Then it immediately becomes just, okay, chill."
Be realistic and show that you have a well-thought-out plan to reach profitability.
Evelina prefers honest and straightforward communication:
"I don't like buzzwords. I don't like when people exaggerate things. Rather, I become a bit cautious then. So it's better to be realistic."
Focus on facts and concrete plans instead of inflated claims.
In a competitive market, it's important to show how you'll defend your position. Evelina calls this "moats":
"People often talk about moats. That is, how you're going to defend yourself in competition. It's a very important part."
This could be unique technology, exclusive partnerships, or special market knowledge.
Evelina values entrepreneurs who are ready to adapt and learn quickly:
"To iterate quickly. I agree with what many usually say that it's important to make mistakes too. Then it's about how you handle them."
Show that you're prepared to quickly adapt to market feedback.
If possible, get an introduction or recommendation from someone in the investor's network. Evelina admits:
"Of course, it can always be better to come on recommendation or intro from someone."
This can give you an advantage in the initial evaluation.
Conclude your email by asking for a meeting to present more detailed information. Be clear about what you want - a short video meeting, a cup of coffee, or a formal presentation.
Writing an effective email to investors is about being concise, relevant, and persuasive. By following this advice from Evelina Anttila, you increase your chances of capturing the investor's interest and moving forward in the process.
Remember Evelina's closing advice:
"To dare is to do. For me, it's about courage that can be shown through action. And I think that regardless, we all have dreams and ambitions. And it doesn't have to be dreams and ambitions. It can actually become concrete and happen for real and everything is about putting your right foot in front of your left."
Take the step, write that email, and come one step closer to realizing your business idea. Good luck!
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