Overview of Funding Options for Startups

Early-Stage Startup Financing: It’s Not all About Venture Capital

Four years ago, Amaka and Maryam, two driven founders on the cusp of launching their edutech product in South Africa, stumbled upon an advertisement for a competition backed by a European non-profit. Although they believed they were still in the early stages of their startup journey, they took a leap of faith and entered the contest. To their delight, they emerged as winners, receiving a non-dilutive grant of €50,000. This initial success, coupled with follow-on funding, set the stage for their startup’s growth and demonstrated that venture capital isn’t the only avenue for financing a burgeoning business. In this blog post, we explore various alternative funding options, like the one that transformed Amaka and Maryam’s startup, for pre-seed and seed-stage companies seeking support beyond venture capital.

To get you started, take this short quiz and get a recommendation on what funding options are most appropriate for you at this stage

Startup Funding Options – Quiz (5 minutes)

Funding Options Overview (4 minutes)

What are the different funding options?


When you bootstrap, it does not mean you don’t have any investment at all, in essence it describes a situation when you’re making do with very little. More often than not, you as the founder are funding your dream directly from your own resources.

Bootstrapping, in essence, is an act of self-belief. It’s also an act of tenacity. It requires a willingness to commit to long days and even longer nights, with coffee often the only company. Bootstrapping is not a journey everyone will enjoy or even understand, but for those who do, the potential rewards are significant. You maintain complete control over your business, your vision remains undiluted, and the eventual profits – if your hard work pays off – are yours to keep.

 Friends and Family

We’ve all heard the old saying, ‘It takes a village to raise a child.’ Well, sometimes, it takes a village to raise a startup too! One of the first places many entrepreneurs turn to for that initial capital injection is their own personal network – their friends and family. This is often fondly called the ‘Friends and Family’ round.

It’s a bit like asking your best friend to invest in your lemonade stand when you were kids, only now, the stakes are a bit higher, and the lemonade stand is your world-changing startup. It’s a deeply personal, often emotional process, but it can also be a powerful way to kickstart your venture.

Remember, this isn’t about arm-twisting your loved ones into giving you money. It’s about sharing your vision and passion with people who already believe in you and offering them a chance to be part of your entrepreneurial journey.

Incubators and Accelerators

For those in the early stages of building a startup, incubators and accelerators can offer the kind of focused, practical support that can make the difference between floundering and thriving. They provide structured environments where you can learn, grow, and network, and they can be a powerful catalyst for your startup’s development.

With a blend of mentorship, education, and often, seed investment, these platforms are designed to accelerate growth and innovation. But it’s not a one-size-fits-all solution, and it’s crucial to understand when they can be most beneficial.

One of the biggest benefits could be the “halo effect” especially from the more prestigious brands such as Y Combinator and Techstars. There are some angel investors and VCs that will NOT invest in a founder unless they’ve been through a specific accelerator.

Angel Investors

In the exciting and sometimes unpredictable journey of a startup, Angel Investors often appear as a beacon of support. These are individuals with the financial capacity, and more importantly, the willingness to invest in your startup when it’s still in the early, risky stages. They’re called ‘Angels’ for a reason: they take a chance on you when few others will.

Angels not only bring in capital, but they often also provide valuable advice, industry connections, and mentorship. But as with all funding sources, it’s crucial to know when to seek out Angel Investors and what to expect when you do. We will dive deeper into this in the upcoming lessons.

Grants and Entrepreneur Competitions and Programs

Grants and entrepreneur competitions, including those backed by governmental agencies, are like the hidden gems of startup funding. They’re not always the first source of funding that comes to mind, but they can provide significant support. What’s more, the funding they offer doesn’t usually require giving up equity. These sources of funding are often supported by a variety of entities – from government bodies to non-profit organizations, to corporations, all with a common goal of fostering innovation and entrepreneurship.

Winning a grant or an entrepreneur competition not only gives you funding, but it also often comes with a level of prestige and publicity that can be invaluable as you continue to grow your startup. When government agencies are involved, there’s also the potential for beneficial partnerships and networking opportunities. However, it’s essential to understand when to look for these opportunities and what it takes to succeed in securing them.


Crowdfunding is a fascinating form of financing that has exploded in popularity in the last decade, thanks to platforms like Kickstarter, Indiegogo, and GoFundMe. It’s a democratic way of raising funds, as it allows anyone with a compelling idea or cause to appeal directly to the public for support. It’s not just for quirky gadgets or social causes, either. Equity crowdfunding platforms like SeedInvest and Crowdcube have enabled startups to raise serious money while providing ordinary people the chance to invest in early-stage companies.

However, crowdfunding comes with its unique set of challenges and considerations. It’s not just about setting up a page and waiting for the money to roll in. It requires a well-thought-out campaign, a compelling story, and often, an existing network of potential supporters to get the ball rolling.

Example: Oculus VR raised $2.4 million on Kickstarter in 2012, far exceeding its initial $250,000 goal.

Customers and Suppliers

Pre-selling to customers and negotiating with suppliers is an innovative and highly strategic way of funding your startup, especially in the B2B space. This approach relies on your ability to convince potential customers of the value of your product or service before it’s fully developed, and to secure favorable payment terms with suppliers that ease your cash flow. It’s a bit of a tightrope act, requiring a deep understanding of your market, strong relationships, and excellent negotiation skills.

At its best, this strategy can provide not just funding but also valuable market validation and the opportunity to refine your offering based on real customer feedback. However, it’s not without its risks and challenges.


Venture capital isn’t the only financing option for early-stage startups. By exploring alternative funding sources like friends and family, incubators, angel investors, government grants, crowdfunding, customer pre-selling, and competitions, you can secure the necessary capital to grow your business. It’s essential to carefully consider each option and choose the one that best aligns with your startup’s goals and needs. With persistence, creativity, and a solid strategy, you can secure the funding you need to make your startup dream a reality.