Nobody funds dreams. They fund proof.

Before you start sending pitches, ask yourself: do I need investors… or do I need more paying customers? Because steady sales beat funding stress every single time.

But if you’ve got traction and need money to scale, here’s where to focus:

Start close to home. Friends, family, and close networks are often your first shot. Not because they owe you, but because they trust you. Give them something real: early sales, customer feedback, press mentions. Show them they’re backing a winner, not a wild guess.

Next, find angel investors. In Africa, networks like the African Business Angels Network (ABAN) or local angel groups are active and looking for investable founders. But don’t pitch buzzwords. Show traction. Show that you’re scrappy, growing, and unstoppable.

Then, think of crowdfunding, but only if you can rally people. Platforms like GoGetFunding and Kickstarter work if you can build hype and have a story people care about. It’s not free money; it’s earned through trust and clarity.

Already making sales? Time for venture capital. VCs don’t gamble on beginners. They look for momentum. Funds like TLcom Capital, Partech Africa, or Future Africa back proven models. Your numbers should scream: “Hop on now, or regret later.”

Want cash without giving up ownership? Look into revenue-based financing or small business loans from fintech platforms like Flutterwave Capital or Carbon. You pay from future income, keeping your business yours.

But here’s the secret weapon: warm introductions.
Investors invest in people they trust. Get referrals. Join local entrepreneur circles. Attend pitch events. Be seen, be known, be respected.

Funding doesn’t come to those who ask, it comes to those who prove. Show traction, build relationships, and move so fast they’ll beg to catch up.