As the cofounder and Managing Partner of Everywhere Ventures, Jenny has built a thriving community of 500+ founders and operators who help source, diligence, and invest in the next generation of startups across 3 core verticals: money, health, and work.
Prior to launching her own fund, Jenny spent 7.5 years as the Managing Director of Techstars where she invested in a portfolio of companies with a current market cap over $10B. Jenny is a 2x founder, a lawyer by training, and an adjunct professor at Columbia University and Cornell Tech.
Fundraising is a strategic process that founders must approach with precision and intention. In her Masterclass, Fielding compares it to a sales funnel, emphasizing that success relies on thorough preparation, structured execution, and ongoing relationship-building. For founders, adopting this approach can increase efficiency, maintain narrative control, and ultimately lead to better funding outcomes. At its core, the process involves rigorous research, thoughtful preparation, strategic execution, momentum-building, and sustained engagement with potential investors.
Research First
Preparation begins with deep research into the investment landscape to identify the right targets. Founders must ensure that the investors they approach align with their business’s stage and sector. Using tools like CrunchBase can reveal investors' actual funding patterns, preventing wasted time with those unlikely to invest. This research forms the foundation for a well-organized pipeline—a comprehensive spreadsheet with key details such as investor priorities, connections, and outreach progress. Effective preparation also involves leveraging networks to secure warm introductions, as these provide crucial validation for the pitch.
Iterative Pitching
Once prepared, founders must treat pitching as an iterative process. Just as learning a new language requires practice, refining a pitch involves presenting it to less-critical investors first. This step helps founders hone their delivery, focus on inspiring rather than overwhelming with detail, and gather valuable feedback to strengthen their message. By the time they pitch their top-priority investors, their approach is polished, and their confidence is high. Founders should also maintain a clear cadence, aiming for 10 to 15 meetings per week, to generate momentum and maintain their focus on fundraising as a full-time effort during this phase.
Create Momentum
Momentum is critical to successful fundraising. The first "yes" from an investor is often the hardest to secure, but it sets the tone for the rest of the process. Early commitments provide validation and can generate excitement among other investors. Founders should keep the process tight, aiming to close a round within six to eight weeks to avoid being labeled as "overshopped." Strategic follow-ups that highlight key progress—such as major hires, new customers, or product milestones—help sustain investor interest and create a sense of urgency. These updates also encourage potential investors to re-engage if they were initially undecided.
Don't Stop When The Checks Do
Finally, the process of fundraising doesn’t end with closing a round. Founders must continue to engage with potential investors, even when they are not actively raising. By dedicating 5–10% of their time to nurturing relationships and sending regular updates, they can lay the groundwork for future funding opportunities. This approach not only keeps investors warm but also ensures that subsequent fundraising efforts are more streamlined and effective. By treating fundraising as a disciplined and ongoing process, founders can not only secure the resources they need but also build a strong network of supporters for the long term.
