Need More Funding? Not Hitting Your Numbers? How to Keep Funders on Your Side
Need More Funding? Not Hitting Your Numbers? How to Keep Funders on Your Side During an Operational Review.
For business leaders seeking follow-on funding or additional investment—particularly when the business is not delivering against its plan—the process can feel like a mix of urgency, opportunity, and scrutiny. Whether approaching private equity, a specialist lender, or a bank, securing funding isn’t just about demonstrating potential—it’s about reassuring funders that the business is still a viable investment. Funders will be looking beyond the financials, assessing execution capability, leadership strength, and the likelihood of a turnaround. Working with them means increased expectations, deeper operational oversight, and often, a shift in how the business is run. Knowing how to manage this process, control the narrative, and provide the right level of transparency is key to securing the support you need.
Whether it’s new funding or follow-on investment, a portfolio manager or funder’s primary goal is to support you and your business. Their preferred outcome is to see the company succeed, grow, and generate returns—not to pull funding or restructure deals. However, they also have a duty to protect their investment and manage risk—not just for their own organisation but for the businesses they back. Without a disciplined approach to investment decisions, funders wouldn’t be around for long. Understanding this balance helps set the right tone when engaging with them—they are not adversaries but stakeholders invested in your success.
An Opportunity, Not a Threat
The operational review process is an opportunity, not a threat. Even if you feel you know your business inside out, it provides a structured way to assess challenges, identify opportunities, and build a credible plan to move forward. Many leaders find that the process brings valuable clarity, even in areas they hadn’t expected. Unless there is something to hide, there is nothing to fear—in fact, it can be quite the opposite. A well-run review helps you take control of the narrative, strengthens your case for funding, and ensures that the right priorities are in focus to achieve your goals.
Similarly, an operational review is designed to support the business, not hinder it. If a funder didn’t want to continue supporting or investing, they wouldn’t commission an operational review in the first place. The fact that they are taking the time and effort to assess the business means there is still a path forward, and they want to understand how best to approach it. Rather than being seen as a hurdle, it should be viewed as a constructive process that gives you the opportunity to demonstrate leadership, reinforce confidence, and shape the future direction of the business.
A Unique Perspective
As a CEO of several businesses, I’ve raised investment in multiple scenarios—floating a company on AIM and pitching for growth capital, securing follow-on funding to scale an operation, and raising finance for a business that was struggling to perform. Each situation requires a different approach, but when a business is not delivering against its plan, the stakes are higher, the scrutiny is tougher, and the process becomes far more challenging and emotional. The conversation shifts from showcasing potential to reassuring funders that their capital is still safe, that the business can be turned around, and that leadership has a credible plan. There’s no room for complacency—understanding how funders think, what they expect, and how to manage the process is critical to keeping them on your side.
Through my work conducting operational reviews for funders, I’ve seen firsthand how they assess businesses—not just the numbers, but the execution risks, leadership capability, and operational realities that sit behind them. Unlike some advisors who approach this purely from a financial perspective, I’m an operator, not an accountant. That doesn’t mean I’m any slouch on the numbers—I know my way around a P&L, a balance sheet, and working capital as well as anyone. But it does mean that I instinctively understand what funders are really looking for beyond the spreadsheets. I know how they think, where they focus their scrutiny, and—let’s be honest—I can smell nonsense a mile off. I know where to look, what questions to ask, and when something doesn’t quite stack up.
This unique perspective—gained from working with funders while understanding the realities of running a business—provides a valuable lens for business leaders navigating follow-on funding. Funders don’t just look at the numbers; they assess execution capability, leadership strength, and operational risks. When a business isn’t performing, financials alone won’t be enough—what matters is demonstrating a clear execution plan, leadership alignment, and operational resilience. Understanding how funders think and preparing accordingly can make the difference between securing funding or being left without options.
Many business owners and CEOs assume that if the financials look solid, funding is just a formality. But funders don’t just look at the numbers—they look at execution risk. They want to know:
- Can the business deliver on its plan?
- Is management aligned, capable, and proactive?
- Where are the potential operational risks that could derail future performance?
The Reality of Funders’ Scrutiny
“Over the years, I’ve seen a huge range of reactions when funders start asking deeper operational questions. Some leaders take it in their stride, using it as a chance to showcase their business. Others panic, feeling like they’re under attack. I’ve had everything from a CEO sitting in on every meeting to monitor what his direct reports say, to outright deception of the facts in an attempt to present a rosier picture than reality. The truth is, the best approach is simple: be honest, be prepared, and stay in control of the narrative.”
Why Funders Conduct Operational Reviews and What It Means for You
Investors and lenders don’t just assess businesses based on historical financials; they want confidence in the future. That’s where operational reviews come in. These reviews go beyond financial due diligence to assess execution capability—whether the business is truly set up to deliver sustainable performance.
Why do funders require operational reviews?
- For New Investments – To validate that the business can execute its growth plans.
- For Follow-On Funding – To ensure previous capital has been used effectively and that additional funding won’t be absorbed by inefficiencies.
- For Underperforming Businesses – To diagnose whether financial struggles stem from operational weaknesses and whether leadership is equipped to fix them.
Funders Are Obligated to Ask Questions—It’s Not Personal
“One thing that many business leaders don’t realise is that funders aren’t looking for reasons to say no. They don’t want to catch you out. In fact, most portfolio managers are relationship-driven people—they build careers on trust and connections. But they also have internal obligations. Sometimes, it’s actually awkward for them to tell a CEO they need an independent review. If you already have a good relationship, they might even feel embarrassed about raising the issue. That’s why the best approach is to make it easy for them. Proactively addressing concerns and offering transparency can turn them from neutral assessors into advocates for your business.”
How Should Business Leaders React to Funders’ Scrutiny?
It’s easy to see due diligence, operational reviews, and financial audits as adversarial—like funders are looking for reasons to say no. But the reality is different. A well-prepared leader can use the process to their advantage by demonstrating control, foresight, and operational excellence.
1. Be Open, Not Defensive
If a funder wants an operational review, it’s not necessarily a sign of distrust—it’s standard practice. Avoid reacting defensively or resisting scrutiny. Instead, show that you understand their concerns and are ready to provide transparency.
2. Think Like an Investor or Lender
Put yourself in the funder’s shoes. They want predictability, risk management, and execution certainty.
Key areas funders focus on:
- Consistency in financial and operational reporting – Can you clearly show trends, performance metrics, and forecasts?
- Scalability of the business – Can the company handle growth without breaking its current systems?
- Execution capability – Are you demonstrating that your team can follow through on plans?
The Pros and Cons of a Financial-Only Review
Some investors and lenders opt for a financial-only review conducted by an accountant. This approach has pros and cons, depending on the situation.
Pros of a Financial-Only Review
✔ Ticks the Compliance Box – If the funder only requires a financial review, this approach is efficient.
✔ Provides Financial Accuracy – Ensures numbers are correct and compliant.
✔ Familiar Process for Management – Similar to a year-end audit, minimising disruption.
✔ Suitable for Well-Performing Businesses – If your financials are solid, this may be sufficient.
Cons of a Financial-Only Review
❌ A Narrow, Numbers-Only View – Financials don’t assess execution capability, risks, or efficiency.
❌ Primarily a Desktop Exercise – Relies on existing reports, not deeper operational insights.
❌ Funders Likely Already Have the Numbers – If they’ve already stress-tested your financials, this review adds little value.
❌ Not Enough if Funding is ‘Touch and Go’ – If you’re struggling, you need a deeper operational case.
Final Thoughts: Controlling the Investment Narrative
Whether you’re raising funds for growth, follow-on capital, or financial survival, the right approach can make or break the process.
✅ Treat operational reviews and due diligence as an opportunity – A chance to showcase your business strengths, not something to fear.
✅ Think like a funder – Address risks before they raise them and show that you can execute on your plans.
✅ Prepare in advance – Get your team aligned, have your financials ready, and be clear on your investment case.
✅ Stay professional and proactive – Funders invest in people as much as they do in businesses. Demonstrating leadership and confidence will go a long way.
Considering an Investment or Facing an Operational Review?
If you’re preparing to attract investment or follow-on funding, understanding what funders look for can help you control the narrative and secure funding faster. If you’d like to discuss how to prepare for an operational review or how to position your business effectively, get in touch today.