Looma Brief · Startup Finance & Setup

Startup finance: what to prepare before fundraising

Fundraising does not start when the pitch deck opens. It starts when the company can explain, with numbers, what it is building, how much it costs, how much runway it has and what the new capital is expected to achieve.

1. Financial model

Connect operating assumptions to finance.

Customers, pricing, conversion, headcount, margins and operating costs should flow into a coherent P&L, cash-flow and runway model.

2. Runway

Know how long the company can operate.

Current cash, burn, committed costs and the next financing point should be visible before fundraising becomes urgent.

3. Unit economics

Does growth create value?

Select metrics that genuinely explain the business model: gross margin, contribution margin, CAC, LTV, churn, ARPU or payback period where relevant.

4. Funding ask

A number is not yet a financing plan.

The ask should map to runway and milestones such as product development, hiring, market entry and customer acquisition.

5. Use of funds

Explain where the capital goes.

Funding categories should be linked to business outcomes and future reporting.

6. Cap table

Ownership is part of the finance picture.

Founders, options, convertibles, existing investors and dilution should be organised before investor discussions.

7. Finance hygiene

Accounting should support the pitch.

Clean books, reconciled banks, tax/VAT/payroll status and documented liabilities reduce due-diligence friction.

8. Greek startup ecosystem

Elevate Greece is the official National Startup Registry platform.

Qualifying startups can use the official ecosystem for visibility, benefits and relevant initiatives; eligibility should always be checked against the current criteria.

9. Data room

Be ready for diligence.

  • corporate documents
  • historical financials
  • management reporting
  • financial model
  • tax and payroll status
  • material contracts
  • IP documentation
  • funding history
10. Looma approach

Build the finance layer before fundraising.

Startup Finance & Setup builds the foundation, while Funding Readiness supports the specific financing process.

Need to apply this to your business?

The Brief explains the framework. Real implementation starts with your company's data, transaction flows and obligations.

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