Money talks: How to get investment ready

By Aimée Norman 12-09-2025

Talking the talk and getting your story straight are key to securing investment, argues The Growth Partners and Liberi Consulting co founder, in the second of a two-part look at what owners of TV prodcos should do to attract financial backing.

There’s a lot of talk right now about getting investment ready but what does that mean in reality? With transformational sums potentially on the table it means more than just being able to say where and how you would spend the money. Like an athlete preparing for peak performance, you need to align and refine all the components that are going to power you to success in your pitch to potential investors.

There are some key questions to consider before starting on your investment journey:

What’s your story – can you articulate the opportunity and your vision?
The importance of strategic storytelling about your business is often underestimated but it’s one of the primary pieces of advice given by investors. Ideas are not enough, knowing how to clearly and enthusiastically articulate your mission, market and momentum is vital both verbally and in your materials.

Can you bring your financial figures and the opportunity to life and paint a compelling picture for your investors? At The Growth Partners, we often talk about how telling a story fires up a different part of the brain than facts alone – you need to be able to appeal both logically and emotionally: head and heart. You want your investor to be excited as well as well informed.

Uninspired pitch decks are also going to see you fail at the first hurdle, so aim to be strategic and smart in your corporate materials as you are in your creative pitch decks. Don’t put every little piece of information in and expect an investor to wade through doing the hard work in figuring out the important elements of your business and offering. Make sure you are targeted and clear in your content as well as striking and inspiring in your presentation. A good edit and an external pair of eyes can be invaluable to ensure you are strategically on point and are selling your USP.

Maren Bannon of pre-seed investment firm January Ventures also recommends nailing your elevator pitch, answering ‘Why us? Why this? Why now?’ in 30 seconds. It’s a honed exercise in creative brevity and extremely useful both as a frame for your deck as well as an in-person opener.

Peak performance: preparing for a pitch can be an exhausting business

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Do you have a robust business plan?
We’re not talking a wish list projection. Details matter. Chart your course to growth for the next three to five years with realistic mapping based on proof of concept, knowledge of your business and experience of your market. Experts in a recent Film London webinar highlighted that understanding your numbers isn’t optional, it’s absolutely what gives you credibility in the room and confidence at the table. Financial fluency is the name of the game with no excuses given for being a creatively focused business. Expect a thorough grilling and prepare accordingly.

It’s helpful to have an investment summary alongside your forecast, which is your opportunity to lean into what makes you different. Founders shaping the future don’t always fit the mould and that adds to the appeal. Know your vision and your mission and use it to frame the financial opportunity. 

How does it look under the bonnet of your business?
So, you’ve practised your pitch and have all the facts and figures to hand but what would a deep dive reveal? Inviting an investor for a closer look isn’t like showing a prospective purchaser around your house and shoving the messy bits out of sight in the wardrobe.

What’s your structure and how are your key roles and functions performed? Who are your key people? How do you handle business development? What’s your reputation and how do you promote yourself? Do your values and vision define your business to set you apart in your sector? In a creative sector it is even more vital to show you have business acumen within the company too.

You should consider a good audit of your business – think of it as spring clean. Regardless of where you are on your investment journey, a company ‘health check’ can be invaluable. Even if you’re some way off speaking to investors it can help tackle issues and set you on a smoother trajectory.

Who are your advisors?
It’s well known that the most successful people surround themselves with smart people and take their advice. It can also be reassuring to investors to know that you have worked with specialists to get you to the pre-investment point. Fresh perspectives help with better decisions and external eyes can often spot what you can’t. You can receive strategic advice before making big decisions and avoid making costly mistakes. An investment-focused consultant can also help you with specifics such as your investor outreach campaign or nailing your corporate story.

You should also think about your advisory community in a broader scope. Cultivate your network, solicit mentors and allies – the right introductions can be game-changing – and don’t forget to shout about your successes, which will help enhance your reputation in your field.

Similarly to professional athletes who surround themselves with a team of coaches, physios, nutritional experts and motivational gurus to help them achieve their goals, you’ll reap dividends with a robust support crew and rigorous preparation on your quest for gold.

The first part of The Growth Partners’ deep dive into what owners of TV prodcos should do to attract investment is available here.