How To Get a First Call or Meeting with Ryan Leslie - 12 Reasons

So you have a great entertainment, technology, fashion or general business idea and want me to review or invest. On average, I get introduced to more than 10,000 companies, artists, or ideas per year, meet with 200, and invest in 4. We're connected via text and now you want to have a call or meeting. Make sure you have great answers to the following 12 questions:

1. Team - How do I know your team is excellent?

Team is the most important element for early stage music or business ventures. I have to feel confident about betting on you and your team. Your past successes help paint a picture of excellence, whether in startups, school, the military, or other places you have excelled. This all goes towards demonstrating your qualities.

Who on your team is rigorous and competent with overseeing your product and is great with product marketing at the same time?

Stick to the facts about where you worked, what your roles were, what awards and press you’ve gotten, where you went to school — the things you’ve actually done. Even side projects like how far you’ve gotten with playing chess, or with being a DJ show the quality of who you are. Also be sure to send information about how long your team has worked together.

2. Company - In one sentence, what do you or your company do?

Learn how to nail your short pitch or one-liner. This is the foundation of the story you tell, both to me and also internally to your future employees and customers. Language is at the core of your company or artist offering - even before product - and your one-liner will be central to how you talk about how you will succeed.

3. Market - What is the market opportunity and why will your project or business be big?

I focus on the market you’re entering. I'm more passionate about some markets than others. The answer to this question is a critical part of your presentation to show you’ve been thoughtful about the market and have a compelling line of reasoning for why you know there’s a market opportunity. How are you sure that people will buy what you're selling?

4. Business model - How do you make money? Who's paying you? What are the margins?

This is a business - please make sure you clearly know and can communicate the model. Too often the presentations I receive require me to ask, “So HOW do you make money again? Who is the customer?” make your plan to generate money plain and simple. At least show investors how you think about your business and what numbers you have so far. What are the observed unit economics? How will you be able to monetize? What is the relevant pricing strategy? Showing that you’ve thought about this will help bolster your chances to get a meeting and an investment.

5. Geography - Where is the team based?

Where is the team? Where are the CEO and management team based? Have you already made waves in your local area?

6. Number of Employees - How big is your team?

How many people have you brought on board? Including management, interns, PR, and creative, how many of them are full-time vs. part-time employees?

7. Timing - Why is now the right timing for you or your company?

Founders who make a strong case for the timing of their project or idea have a higher likelihood of getting a meeting. Often, I will have already heard of a venture similar to your idea before. Pitching the timing as much as the idea can help to encourage a decision to meet with you, even though I may have passed on a similar idea before.

8. Traction - What are the traction metrics that show what you have achieved so far?

Traction can be illustrated in many different ways, depending on the stage of your idea or company. Traction is one of the main reasons I will take meetings, so being clear and succinct in describing the traction you have helps me determine whether I should do the meeting today, next week, next month or next year.

9. Fundraising - How much do you want to raise?

I have a range of check sizes that I prefer to invest, so I want to know the amount you’re targeting to raise. Being below or above that range will reduce the odds of a meeting, and you will do better to prioritize meetings with other investors who are structurally set up to invest the amount you're targeting. Furthermore, in most cases I have a “sweet spot” where I like to invest. When your fundraising targets enable me to invest that “sweet spot” amount, that's a positive driver to take a meeting with you.

10. Fundraising History - Who have you raised from, how much, and when?

The details of your fundraising history are a form of social proof, an indication of your speed, and a signal of how effectively you’ve been able to make use of your past funding, even when you've put all the money up yourself.

11. Fit - Why do you feel I'm the right fit to invest in you and your business?

There are tens of thousands of investors for Founders to choose from. Investors have different skills, knowledge and personalities to contribute to your project. Some investors are going to be better fits for you than others. Make sure you have done your research and know why you believe I am a good fit for your business. This also illustrates that you have a clear idea of what kind of help you are looking for in addition to money.

12. Referrer - Who can vouch for you and your big idea?

Your chances of landing a meeting with me are directly proportional to the quality of your referrer.