The #1 thing founders buy too early.

Three years ago, I had a founder pitch me on a pre-revenue app... while he was paying $12K/month to an IR firm.

It wasn’t pretty.

The product was still buggy.

He had no growth metrics.

His media mentions? Awesome.

But there was 0 substance.

The business went bankrupt before Series A (and I’m surprised it lasted that long!).

Because he was chasing Forbes features instead of coming back to the important truth:

If you don’t have traction, no amount of storytelling will save you.

Unfortunately, there’s a myth floating around that a slick IR firm will magically land you funding.

It won’t.

Not if you haven’t done the hard work.

Not if you’re early-stage and still proving your traction.

And definitely not if you don’t have a pipeline of real, newsworthy events coming up.

Why would an investor bite if you don’t have results, momentum, or actual buzz?

A fancy PR push without meat on the bone is just... lipstick on a skeleton.

Why Founders Struggle With This

Most founders jump the gun on IR because:

• They want to look bigger than they are.
• They’re freaked out by how hard fundraising is.
• They assume visibility = credibility. (Hint: not always.)
• They think "maybe if someone else tells my story, investors will finally care."
• Their traction isn’t there yet — but they hope good storytelling can fill the gap.

Spoiler: It can’t. At least not for long.

You’re Not Screwed — Just Early

If this sounds like you, don’t worry.

Announcement envy is a thing.

But you do need a better playbook for where you are right now.

I’ll walk you through it. Think of this as your no-BS gut check before hiring that shiny IR firm.

Step 1: Get Real About Where You Are

For the purposes of this discussion, you’re early-stage if:

• You’ve made under $3M in revenue (or under $1M true ARR)
• You’re still tweaking product-market fit.
• Your user growth is inconsistent (or mostly from paid ads).
• Your brand isn’t recognized in your space.

In other words: you’re still proving it works.

This isn’t a bad thing — it just means your money should be going to traction, not PR.

So instead of hiring a firm to tell people you’re legit, focus on becoming legit:

• Build something people obsess over.
• Prove demand through real sales.
• Stack up user testimonials, waitlists, or active users.

Investors don’t want hype. They want heat.

You bring the fire — then IR can fan the flames.

Step 2: Don’t Hire IR Unless You Have Headlines Coming

Here’s the secret:

IR firms work best when they have actual news to share.

Not vague “we’re excited about the future” fluff.

I’m talking actual, media-worthy milestones like:

• Meaningful revenue milestones
• Strategic partnerships (think big logos)
• New market expansion
• High-profile board additions
• A product launch with a waitlist in the thousands
• A funding round that's already got traction

If you don’t have at least 2-3 of those in the pipeline, hiring IR is like hiring a publicist for your imaginary Grammy win.

IR can amplify momentum.

They can’t create it for you.

Step 3: Build Your Investor Story First

This is what I do all day, every day.

Too many founders outsource their story before they even know what it is.

So here’s what to lock in before any PR or IR spend:

1. A killer pitch that ties your traction to investor ROI.
2. A crystal-clear narrative about what makes your business inevitable.
3. A confident founder voice (yes, your voice) — one that builds trust, not just flash.

You want to make it painfully obvious why someone would invest in you — with or without a middleman.

You don’t need a $15K / month agency to say you’re impressive. You need a story that proves it.

IR Is a Megaphone, Not a Miracle

If your startup’s still a whisper, don’t spend money trying to shout.

Get scrappy.

Get loud on your own.

Hell, get your customers shouting about you.

When you’ve got real momentum, the right IR team can amplify it into a roar investors can’t ignore.

But until then?

Double down on traction.

Own your story.

Earn your buzz.

Then — and only then — will IR be worth the check you’re writing.

Ready to get your story investor-ready before you waste money on fluff?

Let’s talk. I help founders build pitches that raise capital ($5+ billion, to be exact) — so that IR will be a no-brainer.

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