All articles by The Startup Station

Most founders underestimate how deeply investors evaluate financials—and how quickly they can tell whether a founder truly understands the mechanics of their own business. A great idea and a sleek pitch deck may get attention, but your numbers are what earn conviction. Master these four core financial concepts, and you’ll not only build credibility with investors—you’ll make better decisions as a CEO.

On October 8th, we hosted our latest Speed Pitching event during AI Week NYC, welcoming 13 top-tier early-stage funds eager to meet founders building the future. The energy in the room was electric — founders had just eight minutes to make their case, and investors wasted no time cutting to what really matters in 2025. Here’s what they’re looking for

As Steve Vilkas from Prepare4VC said after my workshop, “A financial model is not a prediction of the future. It is a statement of how you will make your vision real. It shows how your strategy will be executed—what you’ll build, when you’ll hire, where you’ll spend, how you’ll earn, and why an investor should believe in you. If that model cannot be defended with logic, backed with assumptions, and tied clearly to your go-to-market and operational plans, then all the traction and storytelling in the world won’t matter. You will not pass due diligence. You will not secure the check.” Read the blog to find out what the financial model really is.

When investors look at your financials, they’re not just checking your math. They’re asking themselves a deeper question: Can I trust you with my money? If you’re a founder, you’ve probably experienced this moment: you’re mid-pitch, everything seems to be landing—until an investor flips to your financials and starts asking pointed questions. Suddenly, you’re on the defensive. “How did you come up with this CAC?” “Why does your headcount double by Q2?” “What’s your runway if revenue lags?”

A financial model isn’t just rows of numbers—it’s your story, told in the language of strategy, discipline, and execution. The strongest models don’t just support your pitch—they are your pitch. They show investors not only what you believe is possible, but how you plan to get there. To tell a compelling and credible financial story, your model needs six key ingredients.

I attend a lot of pitch competitions, and I’ve noticed one consistent theme: presentations are often too focused on the technical details of a product or service, while lacking critical information on the go-to-market strategy, business model, and financials. There’s no doubt that the product is important and must work. That said, a pitch competition is not the place to dive into all its technical intricacies—especially since you don’t know how technical the audience is or whether they can even understand the lingo. Investors want to make money, and their hearts sing when they hear terms like “positive cash flow.” In this blog, we’ll discuss which financial data from your pro forma should be included in your pitch deck to bring your story to life for investors.

When it comes to raising funds for your startup, cold outreach may seem like an easy way to start—but it’s not the most effective approach. Instead of relying on unsolicited emails or random pitches, the smartest way to attract the right investors is by building authentic relationships. In this post, we’ll explore four key strategies for getting warm introductions to investors and speeding up your fundraising process.

Entrepreneurship is a journey marked by persistence, mindset, and resilience. Two powerful voices recently shared their insights at our recent Breaking Barriers Event — Tiffany Norwood, a renowned tech entrepreneur who launched 9 startups and raised $670M, and Jeanne Sullivan, an experienced investor and advisor with over 30-year experience, who ran a $400M portfolio and made over 150 investments. Their keynotes offer valuable lessons on what it takes to succeed as entrepreneurs.

Fundraising is often one of the most challenging aspects of building a startup, but it can also be a powerful catalyst for growth. Female founders, in particular, face unique challenges when navigating the fundraising landscape, from biases to limited access to funding networks. During the Entrepreneurs Discussion at our recent Breaking Barriers Event, our speakers shared their experiences and strategies for raising capital. Here are the key takeaways from their journeys and tips for others seeking funding.

Starting a business is never easy, and for founders looking to navigate the complex world of investment, understanding what investors are looking for can make all the difference. That is why we present the key takeaways from our recent conference, “Breaking Barriers: Female Founders and The Emotional Side of Venture Investing. On Day 1 of our conference, we had the privilege of hearing from a dynamic panel of investors who shared invaluable insights on what sets successful founders apart, the common red flags they look for, and how to approach the fundraising process strategically.