One of the areas I’m often asked for help is “how do I get my business ‘investor ready’”? Many start-up entrepreneurs are keen to get in shape to face this significant step with confidence (and also secure a strong valuation).
That comment can be true but it absolutely depends on your growth ambition. In the FMCG world (where there’s been a recent explosion in start-up brands), you really need to invest ahead of the curve to build your brand awareness and attract consumers to your product. If your product is good enough, they’ll buy it again.