By Lior Ronen | Founder, Finro Financial Consulting

Raising funds for your startup? A well-crafted financial plan can be a real asset. It doesn’t just show that your business has potential—it’s how you get others to see that potential too.

But let’s be real, building a financial plan that’s clear, compelling, and actually matches where your business is right now isn’t easy.

In this piece, we’ll break down how a financial plan can shift the conversation with investors in your favor.

We’ll look at what type of plan makes sense at each stage of fundraising.

And, we’ll throw in some straightforward tips to help you put together a plan that can make investors sit up and take notice.

Ready to make financial planning a bit less painful? Let’s get into it.

Why build a financial model? Think of it as your startup's ace in the hole when pitching to angel investors or VCs. It’s more than just numbers; it’s a roadmap that outlines where your company could go over the next 3 to 5 years.

A well-thought-out financial model shows how you plan to turn an idea into actual revenue, putting the pieces of your business plan into action.

Sure, putting one together can feel like a big task, but the payoff is worth it. It’s not just a box to check on your pitch deck—it ties your story together, giving investors a clear sense of how your business model translates into financial results.

To get the most from your financial model, it’s got to be built right. That means covering all the essentials: revenue projections, costs, cash flow, and growth, along with the assumptions driving those numbers.

Think of it like laying a foundation—you’ll gain valuable insights later and might even spot things you hadn’t considered before.

But this isn't just about impressing investors. A solid financial model forces you to confront the unglamorous but crucial details, like managing cash flow, keeping expenses in check, and setting targets you can actually hit.

Show investors you have a realistic path to managing costs and hitting profitability, and you’ll earn their confidence.

Plus, with features like sensitivity analysis and flexible inputs, your financial model becomes a testing ground, letting you adjust and see the impact of different scenarios.

Ultimately, a well-constructed financial model can make a big difference for your startup. It presents a clear and compelling snapshot of your financials, goals, and growth potential, helping you earn investors' trust.

And let’s be real—it’s a powerful storytelling tool that could be the key to securing the funding your business needs to reach its next milestone.

It’s not a simple question. Investors have their own preferences, focus areas, and ways of assessing a startup’s potential and the founders' ability to steer it toward success.

But generally, most investors zero in on these key elements when reviewing a financial model:

• Revenues: They want to see a clear path to generating income and eventually turning a profit. This means detailed revenue projections, backed by assumptions that explain how the startup plans to make money.

• Expenses: Investors need assurance that costs are under control. They expect a thoughtful plan for managing expenses, aligned with industry standards.

• Cash Flow: Cash flow is make-or-break for any startup. Investors look for a clear projection of cash inflows and outflows, along with how you plan to manage your cash position.

• Growth: Evidence of growth potential is crucial. This can be shown through forecasts of future market share, sales, or other relevant metrics.

• Valuation: Investors care about the estimated worth of your business. This often involves using methods like discounted cash flow (DCF) or revenue multiples.

• Scenario Analysis: How would your startup perform under different conditions? Investors appreciate scenario analyses that reveal how the business adapts to changes and highlight potential risks.

• KPIs and Metrics: Key performance indicators (KPI) help investors track progress and assess the startup’s ability to hit its goals. These numbers give a measurable way to evaluate success.

• Clarity and Transparency: A model that’s straightforward and easy to follow builds trust. Investors want to see a realistic and understandable view of your startup’s financial path.

Of course, each investor might prioritize different aspects, but these are the usual suspects they’ll focus on when evaluating your model.

A startup’s financial model should evolve as the business matures.

Early on, when you’re just starting out, there’s not much data to rely on. It’s a blank slate where you map out ideas, estimates, and initial research.

As the business grows, you gain more insights into your customers and market, and your financial model should adapt to reflect this journey.

Starting Out:
At the very beginning, keep things simple. Focus on refining your idea, understanding potential revenue streams, and figuring out how to turn your vision into a business. A good starting point is the TAM-SAM-SOM model: outlining your Total Available Market (TAM), Serviceable Available Market (SAM), and the immediate market you can capture (SOM).

Pre-Seed Stage:
During pre-seed, typically at the pre-alpha or alpha phase, your financial model should prioritize burn rate, runway, and a clear plan for monetization. With limited cash on hand, focus on how to stretch those dollars and start testing ways to generate revenue.

Seed Stage:
As your MVP (Minimum Viable Product) takes shape, your financial model should capture a clearer business model and user acquisition strategy—knowing these will likely shift over time. Seed stage startups often expand their team to support growth, which should be reflected in the financials.

Series A/B Stage:
After more time, your company may have achieved product-market fit (PMF) or be closing in on it, with a solid strategy for reaching this milestone. At this point, your financial model becomes more comprehensive. You should have a deeper understanding of your business model, revenue streams, and costs.

Startups at Series A or B should include detailed forecasts for expenses—like headcount, payroll, cost of revenues, and operating costs—and a granular revenue projection that outlines user acquisition, growth in the user base, and pricing strategies.

This is also the time for a detailed cash flow forecast that covers all cash movements—operating, financing, and investing. Alongside this, showing actual and projected KPIs and a clear path to profitability will reassure investors that you have a realistic plan for achieving sustainable growth.

Each stage has its own focus, but the goal remains the same: align your financial model with your startup’s current reality, while preparing for what’s next.

Building a financial model that’s clear and straightforward is key to making a strong impression. Keep it concise, avoiding jargon that could confuse investors. The goal is to ensure they understand the crucial insights without unnecessary complexity.

A strong financial model doesn’t shy away from the details. It digs into what drives revenue, how customers are acquired, and how you plan to execute your strategy. It’s important to be realistic with estimates—use actual data wherever possible instead of relying on overly optimistic guesses.

When it comes to assumptions, make sure they are both realistic and conservative. Including clear input assumptions shows investors that you have a well-thought-out and achievable path to profitability, which is exactly what they’re looking for.

Your model should also provide a detailed look at the user journey, from initial interaction to conversion, through onboarding, and retention. It should outline how your product will evolve over time and how you plan to reinvest in business expansion. Including a sensitivity analysis is also valuable, as it demonstrates how your projections might shift under different scenarios. This helps investors understand the risks and uncertainties, especially when key assumptions play a big role in your forecasts.

A good financial model also tells a compelling story. It should align with the overall narrative of your pitch, painting a clear picture of the company’s potential for growth and profitability. This way, it seamlessly supports the key points you plan to discuss.

Simplicity is crucial, particularly for early-stage startups. Avoid adding unnecessary complexity, as investors appreciate models that are easy to understand. Keep in mind that different investors will have different priorities, depending on the startup’s stage and the type of funding you’re seeking. Tailor your model to their needs to ensure it addresses the right concerns.

A well-organized, clean, and regularly updated financial model reflects professionalism and attention to detail, which can help build trust with potential investors. It’s also wise to have your model reviewed by a financial professional or an experienced entrepreneur. Their feedback can help identify weaknesses, suggest improvements, and ensure that your model is logical and coherent.

Finally, remember that your financial model is just one piece of your overall fundraising effort. It should complement a compelling pitch deck, a well-prepared executive summary, and a solid team to present a unified and credible front to potential investors.

Effectively presenting your financial model to investors requires clarity, precision, and the ability to communicate complex information in a straightforward way. Start by putting yourself in the investor’s position. Think about what they need to see and understand. Your model should serve both your needs and theirs.

Keep your language simple and clear, minimizing jargon and technical terms. This makes your financial projections and assumptions easy to understand, allowing investors to quickly grasp your business's potential.

Your model should also tell a compelling growth story. It’s not just numbers—it’s a narrative about how your company is positioned to seize market opportunities and deliver strong returns. Emphasize the key performance drivers like revenue growth, gross margins, and customer acquisition costs, and ensure these are easy to locate and interpret within your presentation.

Show what sets your business apart. Highlight your unique value propositions and how they influence your financial projections. Use this to explain why your assumptions make sense in the context of your competitive edge.

Visual aids like charts, graphs, and infographics can help translate complex data into something more digestible. They make it easier for investors to see trends and understand your projections at a glance.

Be prepared for questions. Investors will likely want to dive deeper into your assumptions or projections. Answer with clarity and honesty, explaining how you arrived at your figures. Transparency here can build confidence.

Confidence is key when discussing your financial model. Stand by your projections, but be open to feedback and show a willingness to adjust your model based on new information or investor insights.

If you have historical data that supports your projections, use it to validate your forecasts. This demonstrates that your company is already making progress and provides a solid basis for future growth.

Discuss potential risks and uncertainties openly. Acknowledge that no financial model is a crystal ball, and use sensitivity analysis to show how different scenarios could impact your numbers. This shows investors that you’ve thought through challenges and understand the broader business landscape.

Ultimately, your goal is to build trust by demonstrating your company’s potential. Clear, concise, and transparent communication can go a long way in convincing investors to back your vision and provide the funding you need to grow.

Creating a financial model for fundraising comes with its share of challenges, and many founders make similar mistakes that can hinder their chances with investors.

Over-optimism is a frequent pitfall. Entrepreneurs often project overly ambitious financials due to excitement about their business or a lack of deep understanding of the market and competition. Investors, however, want a realistic and achievable path to profitability. Inflated projections can make it hard for them to trust your numbers.

Lack of detail is another common error. Investors expect to see in-depth information like customer acquisition costs, gross margins, and other key metrics that illustrate what drives your company’s performance and growth. A financial model that skimps on details leaves too many unanswered questions.

Some founders also fail to provide enough analysis. A solid financial model isn’t just a set of numbers—it should tell a story. Entrepreneurs often present projections without explaining how they arrived at them, leaving investors uncertain about the assumptions and logic behind the figures.

Skipping sensitivity analysis is another misstep. Sensitivity analysis helps investors understand how projections might shift under different scenarios, offering insight into potential risks. Without this, investors might question the robustness of your forecasts.

Another critical aspect is presenting a clean, up-to-date, and organized model. A polished financial model reflects professionalism and attention to detail, building investor confidence. Rushed or messy models can give the impression of a lack of care or preparedness.

Not tailoring the model to the audience is also a mistake. Different investors have different priorities depending on your startup's stage and their investment focus. It’s crucial to adapt your model to meet these needs and present the most relevant information.

Finally, skipping a review can be costly. Having your model reviewed by a financial professional or experienced entrepreneur can catch errors and improve clarity. Founders who skip this step risk presenting a model with mistakes or inconsistencies.

Remember, a financial model is a key part of the fundraising process. Avoiding these common mistakes can greatly improve your credibility and increase your chances of success. Working closely with a financial expert, being open to feedback, and making necessary adjustments can make all the difference.

Building a solid financial model is a critical step in your startup’s fundraising journey. It’s not just about numbers on a spreadsheet—it’s about creating a clear, realistic roadmap that communicates your vision and potential to investors. A well-crafted model can set you apart by showcasing your understanding of the market, the drivers of your business, and the strategies for sustainable growth.

Throughout this process, it's crucial to balance optimism with realism, provide transparency, and tailor your approach to the specific needs of each investor. A strong financial model, combined with a compelling narrative, can build the trust and confidence necessary to secure the investment your startup needs to reach the next stage.

Remember, your financial model is more than just a tool for raising funds; it’s a way to align your business strategy, monitor progress, and prepare for the challenges ahead. By investing the time and effort to get it right, you’re setting up a foundation that can support your startup’s growth and long-term success.