General news
October 27, 2023

Early-stage startups face many challenges, one of which is attracting investment. To evaluate growth potential, investors look at various metrics and key performance indicators (KPIs) to determine whether a startup is worth investing in. Alexej Ratner, Raw Ventures CFO, breaks down the intricacies of evaluating startups through KPIs and the broader implications on the investment landscape.

Put simply, a KPI is a measurable value that demonstrates how effectively a company is achieving its key objectives. There are plenty of measurable metrics which are dependable on the industry and the company's specific goals. 

As CFO at Raw Ventures, and over the past two decades, I've immersed myself in the realms of strategy development, and overseen the complete lifecycle of projects across various industries and technologies. The interplay between IT, Finances, Project Management, and Operations makes effective project management an essential element of startup success.

The method of segmenting startup funding into distinct stages, each tied to clear KPI-defined milestones, has effectively guided Raw Venture’s investments. It fosters a collaborative bond between investors and startups, offering a data-driven roadmap crucial for guiding ventures to success.

Leveraging the practical insights and progressive ethos of Raw Ventures, we explore KPI-based staged investments, the collaborative dynamics they nurture with startups, and their broader impact on the startup ecosystem.

The Value Proposition of KPIs in Startup Funding:

The infusion of capital at the early stages of a startup is not merely a financial transaction; it's an expression of trust and belief in the potential of an enterprise. Here’s how KPIs carve a niche in the startup funding landscape:

1. Clarity in Goals:
 KPIs serve as a clear roadmap for both investors and startups. By delineating measurable objectives, they help align expectations and forge a collaborative stride towards common goals. For example, the expected rate of User Acquisition can help investors/founders align around growth expectations, and market penetration. 

2. Risk Mitigation:

Staged investments, governed by KPIs, act as a formidable strategy for risk mitigation. By assessing a startup’s ability to achieve critical milestones, funds can make informed decisions at each stage. Achieving critical milestones can also qualify a startup for the next round of funding, or provide a benchmark to achieve before seeking growth capital. 

3. Resource Optimization:

The phased nature of funding, guided by KPIs, allows startups to allocate resources carefully. This approach prevents unnecessary dilution of equity and ensures that capital is funnelled where it is most needed. For example, if a startup achieves a milestone such as launching an updated product on schedule, it demonstrates efficient use of resources in key areas.

4. Performance Monitoring:

KPIs enable continuous monitoring of a startup’s performance. Investors can track key metrics such as user acquisition, revenue growth, and customer retention to measure the startup’s health and adjust their investment strategy accordingly. If a startup is experiencing a high churn rate despite growing revenues, it signals a need for revisiting the customer satisfaction strategy.

5. Informed Decision-Making:

Data-driven decisions are the hallmark of successful VC firms. KPIs provide the necessary data points for investors to make informed decisions about whether to proceed with subsequent funding rounds or adjust the investment strategy.

By linking funding to clear, measurable milestones defined by KPIs, we aim to ensure that our capital is deployed efficiently and effectively, driving the next wave of technological advancements. Through a disciplined, KPI-centric investment process, we endeavour to strike a harmonious balance between nurturing innovation and ensuring accountability and an impactful allocation of resources.

Implementation of KPI-Based Staged Investments:

Implementing KPI-based staged investments entails a more structured and transparent approach to funding, where both investors and startups have a clear understanding of the milestones that need to be achieved before subsequent funding is released. This approach paves the way for a mutually beneficial relationship between investors and startups. A cornerstone of this structured approach is the agreement on KPIs which are integral in evaluating a startup's operational efficacy and growth potential.

Collaborative Goal Setting:

The process starts with setting achievable KPIs through a collaborative effort. Open discussions about the startup's growth plans and the market dynamics ensure that the KPIs set are realistic and aligned with both the investor's expectations and the startup's capabilities.

Regular Performance Reviews:

Periodic assessments of KPIs are essential to understand the startup's progress, ensuring that it is on track to meet the set milestones. These reviews allow for a real-time understanding of the startup’s performance, enabling timely interventions and strategy adjustments.

Flexibility in Funding:

The staged investments based on KPIs provide a level of flexibility. If a startup excels in achieving its KPIs, it could potentially accelerate the release of further funding. Conversely, if the startup is lagging, it allows for a re-evaluation of the investment strategy.

The practicalities of this approach foster a culture of accountability and data-driven decision-making, crucial for the startup's success and the optimisation of investor returns. It establishes a framework where the startup is incentivised to meet its performance targets, and the investor has a clear insight into the startup's growth trajectory.

Venture capital, traditionally rooted in relationships, has embarked on a transformative journey. The narrative of backing startups based on the founder's allure is gradually shifting towards a more structured and data-driven approach, as elucidated through the lens of KPI-based staged investments.


Venture capital's bustling landscape often diverts investors from real value drivers. Incorporating a data-centric approach, particularly at the advent of AI, can amplify the efficiency in the investment process. This transition not only refines the focus on promising opportunities but also unlocks valuable time for investors.


With high stakes, missing out on high-value opportunities due to inadequate deal coverage and investor support can be detrimental. Embracing data-driven methods and KPIs can minimise miss-rates, enhancing the investment process's effectiveness.


More crucially, a stark disparity in funding across different regions and demographics underscores the need for a more inclusive investment landscape. Data-driven initiatives herald a promise of mitigating these biases, fostering a more equitable startup ecosystem.

The essence of KPI-based staged investments embodies this transition towards a data-centric model. It delineates a structured and transparent approach to funding, establishing a framework where startups are driven to meet targets, and investors gain clear insights into the startup's growth trajectory and can more effectively support their portfolio.

The structured, KPI-based staged investment model underscores a pragmatic way forward, aiming to optimise investor returns while supporting startup growth in a more inclusive and effective manner. Through this lens, the venture capital landscape appears poised for a promising, inclusive, and innovative future.