Preparing to Raise Series A Funding: Key Steps for SaaS Businesses

A successful Series A funding round is crucial for SaaS companies as it provides the capital needed to fuel rapid growth and expand market reach.

Burgeoning start-ups are in luck, as investors show signs of shifting their financial focus to companies in their early stages.

CB Insights reported that early stage funding rounds—seed, angel investing, and Series A—accounted for 70% of deal shares, which is tied for the highest share in over a decade.

With investors pouring their dollars into the young and hopeful, SaaS companies must ready their businesses to stand out and secure those much needed dollars to take their companies to the next level.

Series A investors want to see solid financial metrics and a sustainable business model in addition to dream-like ambition and innovation. This guide will help you navigate these complexities and improve your chances of raising a successful Series A funding round.

What is Series A Funding?

A Series A funding round is typically the first significant influx of capital a startup receives. It follows seed funding and comes before Series B and later rounds.

The amount raised during this stage can vary widely. According to Carta, Series A funding typically ranges from $3 to $15 million, with a median investment of $6.4 million. And companies at this stage typically have a valuation of about $40 million.

By the time an organization reaches Series A, investors expect to see evidence that it can grow consistently. They might look for:

• • Proven product-market fit
  • Consistent revenue generation
  • A clear path to scalability (and profitability)
  • A well-rounded team with key positions filled

During this process, you’ll likely encounter different types of investors, including venture capital firms, angel investors, corporate venture capital, and family offices. Each has different expectations about growth rates, exit timelines, and involvement in your company's operations.

Preparing for Fundraising: Key Steps

Getting ready for a Series A funding round takes careful planning and strategic thinking.

Let's walk through the key steps you need to take to position your SaaS business favorably in the eyes of potential investors.

Step 1: Compile Financial Statements & Clean Up Accounting Records

Preparing your financials is crucial for a successful Series A round. You want your financial records to be clear, organized, and professional.

Start with your Income Statement, Balance Sheet, and Cash Flow Statement. Ensure they're in perfect order and follow GAAP (for U.S. companies) or IFRS (for international entities).This process can be made easier by accounting software robust enough to handle the complexities of SaaS business models.

For example, you might need features like:

• • Recurring revenue tracking
  • Deferred revenue management
  • Subscription metrics reporting
  • Multi-currency support (if applicable)

As you compile and clean up your accounting records, focus on key areas like:

• • Conducting monthly reconciliations
  • Maintaining clear documentation for all transactions
  • Keeping personal and business expenses separate
  • Implementing proper revenue recognition practices for SaaS
  • Tracking key SaaS metrics (e.g., MRR, churn rate, CAC, LTV)

Clean, well-organized financials can significantly improve your fundraising success. They demonstrate to investors that your company is meticulously run and can be trusted with their investment.

Consider bringing in a fractional CFO with SaaS experience to help implement proper systems and prepare for due diligence. Their expertise can be invaluable in presenting your financial story to potential investors.

Remember, investors will scrutinize your financials closely. The more organized and transparent your records, the smoother your fundraising process is likely to be.

Step 2: Set Fundraising Goals

Setting your fundraising goals is like planning a road trip. You need to know your destination, understand the route, and decide what you're willing to spend on the journey.

Start by valuing your company. This might be accomplished in a few different ways:

• • Revenue multiples: This involves multiplying the company's annual recurring revenue (ARR) or monthly recurring revenue (MRR) by a multiple that reflects the company's growth rate, market position, and other factors. This method is popular due to its simplicity and the predictable nature of SaaS revenue streams.
  • Discounted cash flow (DCF) analysis: This is a more complex but comprehensive valuation method. It involves projecting future cash flows and discounting them back to present value. While it's used less frequently for early-stage SaaS companies due to the uncertainty in projections, it's still a valid method, especially for more mature SaaS businesses.
  • Comparable company analysis: This involves comparing the company to similar public or recently acquired companies in the SaaS space. Metrics like revenue multiples, growth rates, and profitability are used to derive a valuation range.

Next, figure out how much funding you need to raise. Base this on your growth projections for the next 18-24 months and the amount you need to spend to hit your goals. Ask yourself:

• • What's a realistic valuation based on your current metrics and market conditions?
  • How much capital do you need to reach your next significant milestones?
  • What's an acceptable level of equity dilution—in other words, the amount of ownership lost when the company issues new shares?

Be realistic when setting your fundraising goals—investors are likely to scrutinize these numbers and challenge them—or simply refuse to invest—if they seem unrealistic.

Step 3: Update Financial Forecasts and Models

Comprehensive financial forecasts and performance models help you anticipate future challenges, plan for growth, and estimate when you'll reach key business milestones. These insights are key to winning over potential investors.

Your SaaS financial model should include:

• • Customer acquisition projections
  • Churn rates and retention strategies
  • Revenue forecasts (new and expansion revenue)
  • Detailed expense projections
  • Cash flow analysis

Be comprehensive in your analysis by creating multiple scenario models:

• • Best-case scenario: Rapid growth
  • Moderate-case scenario: Steady growth
  • Worst-case scenario: Slower growth or market challenges

This thorough approach to financial modeling can help you showcase your strategic thinking and preparedness to potential investors.

Step 4: Build and Execute a Fundraising Strategy

Your fundraising strategy should be multifaceted, focusing on showcasing your company's potential and building relationships with investors.

Here are some key considerations to position yourself well for fundraising:

• • Network strategically: Attend industry conferences, seek speaking opportunities, and engage with the startup community. Position yourself as a thought leader in your field to attract investor interest.
  • Craft a compelling pitch deck: Your pitch deck should tell a compelling story about your company, your target customer, and the problem you solve. You’ll also want to include clear data on market size and your traction.
  • Prepare for every interaction: Develop a concise elevator pitch for chance encounters and a more detailed presentation for scheduled meetings. Every interaction is an opportunity to reinforce your company's narrative. Ask potential investors for feedback to learn what else they need to see.
  • Personalize your approach: Research potential investors thoroughly. Understand their investment thesis and portfolio companies, and tailor your approach accordingly. This personalization can lead to more meaningful conversations and higher response rates.
  • Maintain engagement: Fundraising is a long-term process. Keep potential investors engaged with regular updates on new customer wins, product milestones, and market developments.
  • Be adaptable: If your initial strategy isn't yielding results, be prepared to pivot. For example, if traditional venture capital proves challenging, consider alternative sources like impact investors that align with your mission.

Pro Tip: Use a CRM system to track investor interactions, including key points from meetings, follow-up actions, and specific interests or concerns expressed.

Make Yours a Series A Funding Success Story with G-Squared Partners

Raising a Series A round is challenging, but with the right preparation, it's achievable. Focus on clean financials, realistic goals, solid forecasts, and a strategic approach to investor relations.

With expert support and a compelling narrative, you can secure the capital needed to take your SaaS business to the next level.

The expert SaaS accountants at G-Squared Partners are here to help. Their strategic financial insights can help you position your SaaS company for fundraising success. Take the first step by scheduling a consultation today.