The most effective introduction to investors is via a referral of a mutual connection. When this mutual connection is ready to put her personal credibility on the line and forward your pitch to an investor, the pitch changes. No small talk, no waffly market backgrounds, and actually, no (or very little) structure, they get straight to the point.

The forward email is likely to be something like this:

• I know this person from ….

• She did this in the past and delivered on all fronts

• Here is a new idea, it is something like an X for Y

• It looks interesting, the obvious question mark is Z, but W could be the wild card that can make the difference

• It could fit nicely with your other investment V

• Have a look and let me know what you think.

Maybe it is a good idea to already think about what your forward email is going to look like, before you ask someone to send it.

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