Chapter 4: Seed Funding and Angel Investors

By Rachelle Hare, Senior Commercial Lawyer and Business Adviser, Owner of Blaze Business & Legal, 19 November 2023. Rachelle has been advising startups both legally and commercially for over 23 years.

Chapter 4 of the Ultimate Guide to Startup Funding


Seed funding and angel investors play pivotal roles in the early stages of a startup's journey. These sources of capital can provide the initial financial boost needed to turn your innovative idea into a thriving business. In this chapter, we'll define seed funding, highlight the significance of early-stage investors known as angel investors, and provide insights into attracting these essential backers. You'll gain a deeper understanding of how to secure seed funding and establish valuable relationships with angel investors to propel your startup's growth.

Defining Seed Funding

Seed funding, often referred to as "seed capital" or simply "seed money," represents the initial capital injection that a startup receives to kickstart its operations. This funding is typically secured during the earliest stages of a startup's development, often when the concept is still in its infancy. Seed funding serves several critical purposes:

Product Development: Seed funding allows startups to develop their minimum viable product (MVP) or prototype, a crucial step in demonstrating the feasibility of their idea.

Market Validation: With a working prototype or concept, startups can begin validating their idea in the market, gathering feedback from early users, and making necessary adjustments.

Team Building: Seed funding can be used to recruit key team members and advisors, enhancing the startup's capabilities.

Market Entry: It provides the resources needed to enter the market, acquire initial customers, and establish a foothold.

Attracting Follow-On Investment: Successfully securing seed funding can pave the way for larger rounds of investment, such as Series A and Series B funding.

Highlighting the Significance of Early-Stage Investors (Angel Investors)

Angel investors are individuals who provide capital to startups in exchange for equity ownership or convertible debt. They are often experienced entrepreneurs or business professionals who not only provide financial support but also offer valuable mentorship, industry connections, and guidance to the startup founders. Angel investors are critical for several reasons:

Expertise: Angel investors bring industry-specific knowledge and experience to the table, helping startups navigate challenges and make informed decisions.

Networks: Their extensive networks can open doors to potential customers, partners, and additional sources of capital.

Mentorship: Angel investors often act as mentors, offering valuable insights and guidance based on their own entrepreneurial journeys.

Early Validation: The willingness of angel investors to invest in your startup can serve as an initial vote of confidence and validation of your idea.

Capital Infusion: Beyond financial resources, angel investors provide the financial runway necessary for startups to refine their product, build a customer base, and pursue growth opportunities.

Attracting Angel Investors

Securing investment from angel investors requires a well-prepared and compelling pitch. Here's how you can attract angel investors to your startup:

Identify Potential Angel Investors: Research and identify potential angel investors in your industry or sector. Look for individuals who have a track record of investing in startups similar to yours.

Create a Compelling Pitch Deck: Craft a compelling pitch deck that clearly communicates your startup's value proposition, market opportunity, and growth potential. Your pitch should be concise, engaging, and backed by data and evidence.

Prepare a Concise Elevator Pitch: Be ready to deliver a concise and compelling elevator pitch that captures the essence of your startup in a minute or less. This is crucial for making a memorable impression.

Build Relationships: Building relationships with potential angel investors is key. Attend networking events, industry conferences, and startup pitch competitions to connect with potential backers.

Demonstrate Traction: Investors want to see evidence of traction, whether it's user growth, revenue, or positive customer feedback. Show that your startup is making progress.

Be Transparent: Be transparent about the risks and challenges your startup faces. Investors appreciate honesty and a realistic understanding of potential obstacles.

Securing Seed Funding

Securing seed funding involves attracting financial support from a variety of sources, including angel investors, venture capitalists, and even crowdfunding platforms. Here are some steps to consider when seeking seed funding:

Develop a Solid Business Plan: Your business plan should clearly outline your startup's value proposition, target market, revenue model, and growth strategy. Be prepared to share this plan with potential investors.

Research Potential Investors: Identify potential seed investors who have a history of investing in startups in your industry or sector. Research their investment preferences and track record.

Craft an Investor Pitch: Develop a compelling investor pitch that concisely presents your startup's vision, traction, and the investment opportunity. Highlight why your startup is an attractive investment.

Network Actively: Attend industry events, startup meetups, and pitch competitions to expand your network and connect with potential investors.

Leverage Online Platforms: Consider using online platforms that connect startups with angel investors and seed funding opportunities.

Prepare for Due Diligence: Be prepared for potential due diligence processes where investors will assess your startup's financials, legal status, and market potential.

Negotiate Terms: Once you receive interest from potential investors, be prepared to negotiate investment terms, including valuation, equity ownership, and exit strategies.


Alex is a determined tech entrepreneur on a mission to disrupt the mobility industry with his innovative ride-sharing platform. With a compelling vision and a well-developed prototype, Alex is ready to take his startup to the next level. He recognises that securing seed funding and attracting angel investors are vital steps toward achieving his goals.

Seed Funding Stage

At the seed funding stage, Alex is seeking the initial capital necessary to bring his ride-sharing platform to market. Here's how he navigates this phase:

  • Identifying the Right Investors - Alex conducts extensive research to identify potential angel investors who have a track record of supporting early-stage tech startups. He leverages his network to seek introductions to these investors.
  • Compelling Pitch Deck - Alex prepares a comprehensive pitch deck that outlines his startup's value proposition, market opportunity, and growth potential. He highlights the uniqueness of his platform, emphasising how it addresses pain points in the current ride-sharing market.
  • Building Relationships - Recognizing the importance of building relationships with potential investors, Alex attends networking events, industry conferences, and angel investor meetups. He seeks opportunities to connect with individuals who share his passion for innovation in mobility.
  • Securing Seed Funding - After numerous pitch meetings and presentations, Alex successfully secures seed funding from a group of angel investors who believe in his vision. They not only provide capital but also valuable insights and mentorship.

Angel Investors Stage

With seed funding in hand, Alex's startup gains momentum. However, he recognises the need for additional capital to scale his operations and reach a wider market. Here's how he attracts angel investors to support his growth:

  • Refining the Business Model -Alex works diligently to refine his business model, demonstrating scalability and profitability. He gathers data on user adoption, retention rates, and revenue growth to present a compelling case to potential angel investors.
  • Pitching for Growth - Alex crafts a pitch that focuses on the startup's growth potential. He highlights key milestones achieved since the seed funding round and outlines the strategic plan for scaling the platform nationally.
  • Leveraging Past Success - To attract angel investors, Alex showcases the success of his seed funding round. He shares how the initial capital was used effectively to develop the platform and acquire early customers.
  • Demonstrating Traction - Alex provides evidence of the platform's traction by presenting user testimonials, engagement metrics, and partnerships with key players in the transportation industry. This data reinforces the startup's viability.
  • Negotiating Terms - When engaging with angel investors, Alex seeks not only capital but also expertise and mentorship. He carefully negotiates terms that align the investors' interests with the long-term success of the business.

Through persistence, a compelling vision, and a strong pitch, Alex successfully attracts angel investors who see the potential for disruption in the ride-sharing industry. With their support, his startup is well-positioned to expand and realise its mission of transforming urban mobility.


Seed funding and angel investors can be instrumental in the early stages of your startup's growth. They provide not only capital but also invaluable expertise and connections. By understanding the significance of seed funding and how to attract angel investors, you'll be better equipped to embark on your funding journey and turn your startup vision into a reality.

What's Next?

In Chapter 5: Venture Capital Funding, we'll discuss venture capital funding, explore the stages of VC funding and provide insights on preparing for VC pitches. Venture capital can be a game-changer for high-growth startups, and we'll help you learn how to navigate this funding landscape effectively. 

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About the Author

Rachelle Hare

Rachelle Hare - Managing Director and Principal Practitioner of Blaze Business & Legal

Rachelle Hare

Rachelle Hare is a highly experienced Construction Lawyer and Contract Lawyer, with over 23 years of experience in Tier 1 and Tier 2 Construction Firms, Top Tier Private Practice and Government.

With 23+ years of experience as a Senior Lawyer, Strategic Contracting Adviser and Management Consultant in Construction Law, Contracts, Major Projects, Commercial Advisory, Compliance, Procurement, Contract Management and Risk Management, Rachelle has the rare skills to offer you seamless business advice and legal advice to help support your organisation.

As well as a Lawyer and Business Adviser, Rachelle has also acted as a Strategic Procurement Adviser, Compliance Manager, Strategic Risk Adviser and Commercial Manager.

Rachelle owns
Blaze Business & Legal, a combined Commercial Law Firm and Business Advisory Firm located in Brisbane, Queensland, Australia. Blaze Business & Legal assists a broad range of clients in the Construction Industry and related industries, and advises owners, contractors, subcontractors, NFPs and other organisations on a broad range of Construction Law, Commercial Law, Business Advisory and Management Consulting issues in Brisbane, Queensland and around Australia.

Rachelle also owns Blaze Professional Learning, where she offers practical contracting skills, hands-on experience in drafting and working with contracts, and industry insights to help Professionals upskill and advance their careers with real-world skills.

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