by founders for founders
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early stage consumer brands
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Beauty - Apparel - CPG - Homeware - Accessories
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by founders for founders / early stage consumer brands / Beauty - Apparel - CPG - Homeware - Accessories /
Take August OFF
The zero to termsheet raise toolkit for EARLY consumer founders.
We raised £500k pre-revenue for our consumer start-up in an oversubscribed round, everyone asked us how we did it. So here it is.
The Toolkit
01 — Investment Campaign Overview
How a consumer raise actually works. Start here. Free
02 — Sales Materials Bundle
The deck, exec summary, teaser and email flow. Get the meeting and nail it. £149
03 — TAM SAM SOM
Size your market so investors take you seriously. Download free.
04 — Investor Types
Who to approach, in what order, and what they actually want. Download free.
05 — Week by Week Campaign Plan
Week by week, so you're never wondering what to do next.£149
06 — Financial Model
Built by the FD behind raises for Hippeas, Unilever Ventures, Trip and Mother Root. £499
07 — Valuation Basics
Know your number before someone else tells you what it is. Download free.
08 — Legals and Admin Checklist
Everything you need to close. No nasty surprises. £99
FULL RAISE STACK
Get from Zero to Termsheet with the whole package of materials.£789
About us
We're Sophie and Lydia, founders of Ruly — a performance snacking brand that’s stocked in PureGym, Holland & Barrett and Co-op just 9 months after launch. We raised £500k pre-revenue within 3 months, in an oversubscribed round, and got asked so many times how we did it that we wrote it all down.
It’s not the world’s biggest raise, but your first raise is different and consumer brands are not tech. We raised successfully but missed a very detailed play-by play, so we made one.
Lydia spent ten years in FMCG finance functions, building raise models for brands including Metcalfe’s Skinny, Hippeas, Trip and Mother Root. She’s worked on major debt and equity raises as well as exits.
Sophie started in retail and consumer strategy consulting working with PE backed and FTSE 100 companies, then spent ten years in general management in fashion and beauty businesses.
