From interest to investment: a great idea is not enough

A great idea is not enough. To attract investment, founders need to understand what investors are actually looking for — and be able to communicate it clearly.

That gap between a promising idea and a fundable business is something ETN knows well. Together with Handelshøyskolen BI, Validé and Innovation Dock, we brought together startups and scaleups for a practical one-day course in investor dialogue and business communication, led by BI professor Pål Berthling-Hansen.

The turnout was strong, with a good mix of startups and growth companies ready to dig into one of the more challenging aspects of building a business: getting investors to move from interest to actual commitment.

Professor Berthling-Hansen opened the day by turning the floor over to the participants — asking what they actually wanted to get out of the session. The response was immediate and telling. Questions came quickly: how do you sharpen your message for an investor audience? How do you read the room? What does the investment process actually look like, and how do you approach different types of investors?  

From there, the day unfolded as much as a conversation as a course — flexible, engaged and driven by the people in the room. The content covered what it was designed to cover, but adapted along the way to meet the participants where they were.

Participants left with practical tools, a clearer language around their own business model, and — perhaps most importantly — a better understanding of how investors think.

This was the second edition of the course — revised and improved based on feedback from the first round. If you missed it, sign up to our newsletter to stay updated on future course opportunities and other events.

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