In our series Inside the MFG Fundraising Programme, we explore the essential elements of the programme to help founders decide if it’s the right fit for your brand.
This programme is designed to help founders secure media capital to fund their marketing and branding efforts.
In this article we cover what we look for in founders. You might also be interested in:
Understanding the crucial role that media plays in a startup’s growth journey is more important than ever. At mediaforgrowth, we’re committed to bridging the gap between founders and investors, helping startups successfully raise media capital while deepening their understanding of the regional and international media landscapes.
Through the MFG Fundraising Programme, we equip founders with the knowledge of WHY and HOW to effectively use above-the-line (ABL) media in conjunction with activation channels, as well as the mechanics of raising media capital.
Over the course of 4 weeks (and beyond), our dedicated team works closely with you to drive results in critical areas of marketing and branding:
- TV Media Planning
- Video Media Strategies
- Measurements & Attribution
- Brand Internationalisation
- Media Consumption Trends Across Regions
- Media Investment Process & Term Sheets
- Media Capital Funding Options
- Unlocking Media Partnerships
What type of brands go through the MFG Fundraising Programme? What stage are they typically at? What industries do they come from, and where are they located?
Our selection process is based on several key criteria as we evaluate and choose the top 10 companies to work with in each programme:
- Market Relevance: Startups with products or services that resonate with the mass-consumer market or strong niche consumer markets, which can be effectively reached through both traditional and digital channels.
- Sector-agnostic: Founders who can identify industry gaps and opportunities, particularly in top-performing Consumer Internet sectors including: eCommerce, foodtech, travel, wellness, fintech, proptech, edtech, gaming, AI etc.
- Growth-Stage Focus: European founders who are planning to scale their operations in the UK and the US (including UK-based startups) and are committed to serious brand-building efforts. As well as US startups looking for growth partners as they expand operations in Europe.
- Proven Track Record: Startups generating revenue (with 1M ARR+), demonstrating consistent year-over-year growth, and operating with a proven business model.
- Growing marketing spending: Companies that are seeking investment within the next 6-9 months and are already increasing their marketing spend to support growth.
- Serious about brand building: Founders with a clear, forward-thinking vision rooted in market dynamics and technological advancements, who understand the power of branding and using strategic advertising to accelerate growth.
- Innovative Approach: Startups that bring innovative solutions or unique value propositions to their market, standing out from the competition. We’re looking for adaptability in founders, who are prepared to pivot when necessary, and to continuously innovate.
- Team Strength: Founders leading a growing, cohesive team with complementary skills and a clear vision for scaling their business.
We have rigorously screened over 750 startups, to shortlist 17 brands for the first two editions. We have secured up to £17m+ multi-year media capital commitments:
- OVUM | UK | FemTech | Science-driven company aiming to become the trusted one-stop-shop for fertility wellness products;
- unBlock | Spain | FinTech, Advertising | The European SuperApp of reference in smart city, events, fintech, web3 and mobility;
- BRU | Switzerland | Food & Beverages, Electronics | The most convenient, consistent and sustainable way to enjoy any kind of tea at the push of a button;
- Edmunds Cocktails | UK | Food & Beverages | RTD pre-made bottled cocktails, available on subscriptions;
- Boldr | UK | Energy | Boldr helps reduce home energy consumption by 30% while connecting homes to grid-side flexibility markets to decarbonise the energy grid;
- Beans Coffee Club | UK | Food & Beverages | Beans Coffee Club offers personalised coffee subscriptions based on their individual taste and brewing preferences;
- Happy Ocean Foods | Germany | Alternative Protein | Tasty, nutritious, and sustainable plant-based alternatives to fish and seafood;
- Nimble | UK | Consumer Goods, Childcare | Nimble is a child-friendly household cleaning product company made with plant-based ingredients;
- Nordensa | Romania | Fintech, Sports| Scouting platform where fans can serve as sponsors for football players;
- Diversifying Group | UK | Recruiting | A collection of 3 x Job Boards designed to support candidates to find jobs with inclusive organisations and for clients and recruitment agencies to connect and engage with broader talent pools;
- Tryp.com | UK | AI, Travel | A platform that enables multi-destination travelling, combining the best flights, trains, buses, and hotels into travel packages with AI technology;
- Road.Travel | UK | Travel | The first in-car app, pioneering adaptive travel guides, seamlessly available from mobile to car navigation;
- When in Rome | UK | Food & Beverages | Helps people discover the joy of drinking Italian wine in the most environmentally sustainable way possible;
- Xin and Voltaire | UK | Food & Beverages | An avant-garde alcohol brand producing category-defining high-proof sorbet cocktails;
- ArcX | UK | Cybersecurity | Wearable technology that helps people control the numerous other devices we use daily;
- DNA Nutrition | UK | Health Care | The DNA Nutrition clinically proven natural supplements enable the 8M men and 7.5M in the UK with testosterone deficiency, to hack their hormones naturally;
- PKW.de | Germany | Transportation | PKW.de&CARS.one digitalize local car dealers and workshops via Software as a Service, as they enable digital transactions on online marketplaces via their B2B ecosystem.
Even if you don’t make it into the programme, we offer introductions to our 30+ media partners, opening doors to explore investment opportunities in Europe, the UK, and the US.