How to approach investors you do not know: what works?

You approach them directly, with a short and relevant message. This is cold outreach: contacting an investor without an introduction from someone they know.

Many founders dread it. It feels awkward, and the odds seem low. But you cannot rely only on investors finding you. Even top investors miss strong founders, because they are overwhelmed, distracted or focused on startups from sources they already know. So you add push to pull: you reach out, instead of only waiting to be discovered.

Maybe nobody can introduce you to an investor, or you do not have the time to wait for introductions. Then cold outreach may be the only way to reach investors who would otherwise never see you. Done with discipline, it is a professional step.

What should a cold email to an investor contain?

A strong cold email has three lines and a deck. The goal is clarity:

1. Line 1 – why them: mention something specific, such as a recent investment, a shared thesis or something they said. A thesis is the type of companies and markets a fund focuses on.
2. Line 2 – what you build: one sentence, no buzzwords. What you do, for whom, and with what momentum.
3. Line 3 – why now: your fundraising status, round size and timeline. This gives the investor a reason to open the deck now.
4. The deck: easy to skim.

Cold outreach as such does not put off every investor. What puts many of them off are messages that are irrelevant, too long or unclear. Most will not reply. But one strong connection can change the course of your whole round. You are offering a high-potential, time-sensitive opportunity, and the message can show that.

Should you use an investor's application form or send an email?

Outside public calls, a precise email is often the stronger choice. Many investor websites have an "Apply here" form. These forms are often black boxes. Submissions can go to interns, junior analysts, a CRM (the software that stores contacts and deals) or an inbox nobody checks. Some forms are screening tools to filter out cold deals.

A form makes sense when it is part of a public call for applications, for example an open call around a specific thesis or a scout program. Another example is a new batch of an accelerator, a program that supports a group of startups for a fixed period. Otherwise, treat it with caution.

A well-written cold email signals three things:

• You did your homework.
• You know who you are talking to.
• You have a clear ask and a reason for reaching out.

Do not send generic decks to many partners at once. Write with precision and show the connection. In rare cases, both channels together work best. You submit the form and send a short, tailored email that refers to it, for example: "Just submitted our info via your form – sharing here directly as well," followed by a three-line pitch. This doubles your visibility without spamming.

How do you request investor meetings at conferences?

You target carefully and send a message that explains the fit. Many tech conferences have an app in which attendees can request meetings. Depending on the size of the event, an investor can get 50 or even 100 requests.

Before the Bits&Pretzels tech conference in Munich, I got many requests like this one: a founder wanted to meet for a quick conversation, with no further information. Nobody has time to research every founder on the app, LinkedIn and their website. About half of the requests I usually get are outside my investment focus.

Here is what I would do:

1. Target: check first if your case fits the investor's investment focus. Often, their profile in the event app already shows it.
2. Write a short message: summarize what you do, ideally create first FOMO (fear of missing out), and say why the case fits the investor's focus and expertise.
3. Add LinkedIn: send a LinkedIn request with a note that refers to your request in the app. Many senior investors do not use event apps.
4. Use email if you have it: send the same message by email. Never send a LinkedIn request without a note that explains the context.
5. At the event: pitch briefly, with one goal: a follow-up meeting after the event.

What should you do when an investor asks for your pitch deck?

If your fundraising has not officially started, you do not send the deck. You take the call instead. When a venture capital investor (VC) reaches out first, that is a good sign: investors can discover you. But many VCs contact startups in large numbers to gather market intelligence. A request does not mean they are likely to invest.

So tell them when your round starts, and take the call if the VC could be an investor for your next round:

• Do not pitch: treat the call as a conversation between industry experts.
• Ask questions: learn about the fund and about experiences that can help you build your business.
• Talk like a peer: if they ask about your business, answer as you would to a fellow founder.

Founders often fear the VC will lose interest. In my experience, the VC often becomes more interested, because the answer shows you are not dependent on their money. Even when your round has started, I would have the call first and send the deck afterwards, if the VC qualified for it. If you can afford it, wait two to three days before you reply to the request.