Raising capital for your consumer packaged goods brand takes more than a great story and a strong product. Investors are savvier than ever. They are looking for business fundamentals, proof of market fit, and a founder who understands both the opportunity and the responsibility of scaling.
Early-stage capital is about promise and potential. To secure it, you need to show more than momentum. You need to demonstrate that your brand has a clear path forward.
Here is what experienced CPG investors are actually looking for — and how to get ready for those conversations.
Solve a Real, Validated Problem
A unique flavor or bold design might capture attention, but lasting interest comes from solving something real. According to Balanced Business Group, investors are drawn to brands that address a specific, measurable consumer need. This is especially important in crowded categories like snacks, beverages, and wellness.
The best brands are not just better — they are different in a way that matters. They fill a gap in the category, serve a particular community, or solve for a behavior that existing products overlook.
In your investor conversations, make this the anchor. Why does your product exist? What problem is it solving that no one else is solving well?
Numbers Matter More Than You Think
Storytelling is important. But without financial fluency, your story falls flat. Settle outlines several core metrics that CPG investors want to see:
• Gross and contribution margin
• Monthly revenue and growth trajectory
• Runway and burn rate
• Customer acquisition cost and LTV
• Trade spend as a percentage of revenue
You do not need to be a financial analyst to raise money. But you do need to understand what your numbers mean — and how they impact your fundraising ask.
At Come Sell or High Water, our Unit Economics Tool helps founders pressure-test their financial assumptions. This ensures that your raise aligns with operational realities and investor expectations.
Investors Are Betting on You
The product is important. The business model is critical. But ultimately, investors are betting on the founder.
They want to see clarity of vision, mental toughness, and the ability to lead through chaos. Can you make decisions when information is incomplete? Do you hire well? Can you communicate under pressure?
That is why we work closely with founders to build investor-facing decks that do more than look good. We help you refine your narrative so that it reflects your vision and your capacity to execute it. This includes the “why now,” the milestones ahead, and the financial path to get there.
Turn Your Plan into Proof
One of the most overlooked parts of the pitch is the roadmap. Investors want to know what their money will enable, how it will accelerate growth, and when they can expect to see meaningful movement.
Show them:
• Where your product is already succeeding
• What milestones the raise will support
• How you plan to grow retail or DTC footprint
• What margin improvements are realistic
• When follow-on funding may be needed
Transparency and clarity go further than overpromising. Be honest, be thoughtful, and show that you are building for both growth and durability.
Final Word
You do not need to have everything figured out to raise capital. But you do need to be prepared.
A thoughtful financial model, a clean investor story, and a plan that connects dollars to impact can help your brand stand out in a crowded funding landscape.
If you are getting ready to raise — or want to know what a serious investor pitch should look like — contact us. We will help you show up with confidence, clarity, and the numbers to back it all up.