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The Art of Fundraising: Creating Value to Attract Capital

The Art of Fundraising: Creating Value to Attract Capital

Learn how Seth Goldman, co-founder of Honest Tea, JUST Ice Tea, and Chair of the Board at Beyond Meat, raises capital while protecting control, mission, and momentum, and how you can apply the same principles to your own raise. He shares real strategies for approaching investors, structuring fair deals, and growing without compromise.

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Seth Goldman, co-founder of Honest Tea, JUST Ice Tea, and Chair of the Board at Beyond Meat, shares how to raise capital while staying in control of your company, your mission, and your values. Drawing on decades of experience scaling some of the most iconic purpose-driven brands in food and beverage, Seth offers insight into how to choose the right investors, structure smart deals, and avoid the pitfalls that cause founders to give up too much, too soon. He explains why raising less can sometimes be the smarter move, how to use transparency to build investor trust, and how giving your team a stake in the outcome drives performance and retention. You’ll also learn practical tools for protecting your cap table, timing your raise for impact, and ensuring your brand’s values survive growth, scale, and even acquisition. 

Course Length: 13 videos (21 minutes)

Topics Covered:

Fundraising

Experts:

Seth Goldman
Seth Goldman
  • LinkedIn

Co-Founder and CEO • JUST Ice Tea

There is no bio available for this expert.

Content Preview

  • Fundraising, Simplified 0:53
  • The Power of Early-Stage Proof 1:27
  • How Do I Avoid Losing Control of My Company During Fundraising? 3:46
  • What Should You Really Watch Out for When Raising Capital? 1:27
  • Why Trust Is Your Best Fundraising Strategy 2:20
  • Keep the Mission in the Bottle 1:24
  • What Are Some of the Smartest Ways That Founders Can Protect Their Equity? 1:23
  • What’s Your Advice for Founders on Figuring Out Valuation? 1:26
  • How Do You Decide Which Fundraising Data Is Worth the Investment? 0:59
  • What Should You Keep Confidential? 1:15
  • What’s the Right Amount of Capital, and Why Less Might Be More 2:40
  • When’s the Right Time to Raise Capital? 1:32
  • This One Practice Builds Culture, Trust, and Growth 0:47