Why?
When making introductions (incl. customer intros, investor introductions), it’s increasingly expected (and rightly so) that the introducer has the consent of both parties to make that introduction.
One great way to do this is via forwardable emails. You request an intro to someone I know, and I forward that email on to them, so it’s their choice whether or not to reach out to you / consent to the introduction.
How long should it be?
Keep things short & sweet. I’ve included a couple of templates at the end of this guide.
For your company blurb: Ideally 2-3 sentences. 4 sentences max. Keep it light, exciting, easily understandable.
I don’t tend to advise attaching decks or documents at this stage – save that for when the person has accepted the introduction as something to send in your first email to them directly. And even then – keep it light, one pagers or your deck if an investor asks – the more heavy an email/document is, the less likely people are to read it!
They've said yes. What should I do after being introduced?
Once the intro has been made, bcc the person who introduced you, for example:
“Thanks Stephanie! >bcc for the sake of your inbox.
Hi Michael,
Lovely to meet you. As Stephanie mentioned, we’re doing XYZ and would love to discuss ABC ……..”
For the extra special touch – check in with the introducer after you’ve had the meeting to thank them for making the introduction!
Other Tips/Tricks
Use your company email!
Have a catchy email signature that people will remember
Pop a tracked link back to your company/product/app in your signature, include your email address there too.
What does a great forwardable email look like [INVESTOR]?
Hey Stephanie,
Was lovely catching up with you earlier!
As discussed, I would like to get in touch with [Investor Name] from [Fund Name]. They have a very strong portfolio of [x industry] such as [name company x, y and z] and would be a great strategic fit with [Our Company name].
Below is a quick blurb you can forward.
[Made-up-travel-venture is a mobile marketplace for spontaneous travellers to discover & book local eco-friendly activities on-demand for the next 24 hours. Think of it as the HotelTonight for tours & experiences.]
Traction:
– x partners agreed for our pilot in Cambridge, x users signed up with %growth week on week, % retention rate
– Proof of concept demonstrated x% faster/better/more effective than existing solution on the market
– Advisory board includes x y z / Funded by Carbon13
We are raising our pre-seed round and would love to talk.
You can download the app here: [link] — or visit our website here [hyperlink].
Thanks,
[Your name]
What does a great forwardable email look like [Non- INVESTOR]?
Hi Stephanie
Hope you’re keeping cool in this heatwave!
I would love to get in touch with someone at [Company name]. They’ve committed to reducing their carbon footprint by X in 2030 and I’d be keen to talk with them about [what you want to talk about]. [use this para to show why this company might want to speak to you/value you could provide them/that you know their business. Something to make them excited to spend their valuable time with you!]
Below is a quick blurb about us that you can forward:
[Made-up-travel-venture is a mobile marketplace for spontaneous travellers to discover & book local eco-friendly activities on-demand for the next 24 hours. Think of it as the HotelTonight for tours & experiences.]
Thank you!
[Your name]