Learn to raise investment with confidence
Jun 23, 2025
Starting your entrepreneurial journey can feel like stepping into a whirlwind, especially when it comes to raising your first investment. The thought of pitch decks, valuations, and investor meetings can be daunting for any first-time founder. But what if we told you it doesn't have to be? This was the empowering message Stewart Noakes, the visionary behind Canopy Community, shared with a room full of brilliant early-stage women and men at the Startup23 Accelerator Bootcamp. His insights offered a refreshing perspective, proving that becoming investment ready is less about perfection and more about authentic connection.
Investment is a Relationship, Not Just a Transaction
Stewart skillfully dismantled the myth that raising capital is purely transactional. He emphasized that bringing an investor onto your cap table is akin to entering a long-term relationship, one that could span 7 to 10 years. This means chemistry, shared values, and mutual respect are just as crucial as the numbers. It's about finding the right partner for your journey.
Many female founders often express feeling underrepresented at the investor table. Canopy Community actively challenges this by fostering a supportive environment that prioritizes confidence, community, and access to experienced mentors. These elements are powerful levers that can significantly change outcomes for first-time founders.
Your Guiding Compass: The GASP Framework
To help you navigate the investment landscape with clarity, Stewart introduced the GASP framework, a simple yet profound tool designed to focus your pitch and refine your mindset.
- G — Goals: Before you even think about pitching, get crystal clear on why you're raising money. Most early-stage rounds aim to fund a 12-24 month growth curve. Be specific about your objectives.
- A — Audience: Every investor is unique. Research their investment thesis and understand what truly motivates them. Tailoring your message to their interests is key.
- S — Story: Investors invest in people, not just products. Your most compelling pitch will be rooted in your lived experience. Share your journey: "I had this problem. I solved it for myself. Now I'm solving it for others." This authentic narrative is incredibly powerful.
- P — Practice: What you say matters, but how you say it matters even more. Practice your delivery, presence, and storytelling until they become second nature. Confidence in your presentation will shine through.
Understanding Investor Palettes: Knowing What They Want
Stewart cleverly used the analogy of "cheese and wine palettes" to explain that different investors have different preferences. Angel investors might follow their instincts, while Venture Capitalists (VCs) adhere to strict mandates. Pitching Stilton to a Brie-lover, no matter how delicious your Stilton is, will simply result in a mismatch.
Pro tip: Engage with investors long before you need their money. Ask them what they're looking for, what trends excite them, and what kind of companies fit their portfolio. When you do approach them with traction, they'll already be familiar with you, and you'll have a better sense of whether they're the right fit for your vision. This proactive approach is essential for startup founders.
Decoding Your Startup's Stage
Using a three-circle lens — Desirable, Feasible, Viable — Stewart encouraged founders to accurately assess their current stage:
- Pre-seed: Primarily focused on Desirability – do people genuinely want what you're offering? This is about customers and validation.
- Seed: Here, you're proving Desirability alongside early Feasibility – can it be built, and can your team execute it? This often involves your MVP.
- Series A and beyond: The focus shifts to proving Viability – demonstrating strong unit economics, repeatability, and the potential to scale.
Don't overpromise. Instead, reverse-engineer your next steps from your long-term vision. Show investors that you have a clear understanding of what progress looks like and precisely how their investment will help you achieve it.
Authenticity is Your Superpower
Stewart's most powerful piece of advice for any founder was to be authentically you. Investors aren't looking for a "perfect" founder; they're looking for the real one. The one who shows up at 11 PM when things go wrong, who leads with integrity, learns from setbacks, and builds with purpose.
If an investor doesn't appreciate the real you, then they're simply not your person. Finding the right investor is about alignment, and that begins with genuine connection.
This session was far more than an investment primer; it was a masterclass in self-belief, strategic planning, and the transformative power of human connection. For female founders and especially for those building their first company, this kind of support is invaluable.
Canopy Membership and our regular demo nights are designed to make this accessible to every founder, whether you're based in Lisbon, London, Bangalore, Boston, or Singapore. If this resonated with you, we invite you to join our next in-person edition in Lisbon, where founders and investors connect authentically.
Take the Next Step with Canopy Community!
👉 Join the Canopy Community: Discover a supportive network and resources designed for first-time founders like you. Visit
👉 Come to our next demo night: Experience the energy of pitching to investors and networking with fellow entrepreneurs. Find details and register at
👉 To invite Stewart to give a keynote talk at your accelerator program or university, reach out to [email protected].
More about startup 23 https://www.startup23.com/
More about the PRR Grant - https://commission.europa.eu/business-economy-euro/economic-recovery/recovery-and-resilience-facility/country-pages/portugals-recovery-and-resilience-plan_en