Our Process

Helping you navigate the right path to success.

idea stage - the fastest path to investment

What we are looking for

Commitment

You’re full-time on the project or going to be within 30 days.

Founding Teams

You’re a founding team with a roughly equal share of the company.

B2B

Your team is working on ideas that will be exclusively sold to businesses, not individuals.

Location

Your team is based in the US, Canada or the UK and targeting those markets.

Are you farther along?

Our Process is Simple

What we provide at the Idea Stage

1

Investment

$25k-$50k initial investment. Up to $150k total investment for 5%.
Can lead into the Pre-seed program.

2

Coaching

Regular coaching over 3 months to get you from idea to your first revenue.

3

Non-competitive

Our programs do not compete with others. You can start or stop with Sterling Road whenever works for you.

4

Ongoing Help

Outside of coaching, we offer a mentor network of experienced operators to help with specific problems, job candidate search using our online networks and a resource database covering topics from deck building to wellness.

pre-seed - coaching then investment

What we are looking for

Commitment

Your entire founding team is full time with at least one full time technical team member, not contractors.

Founding Teams

You and your co-founders have a roughly equal share of the company.

B2B

Your team is working on ideas that will be exclusively sold to businesses, not individuals.

Location

Your team is based in the US, Canada or the UK and targeting those markets.

Traction

Some early evidence of progress. This might include a demo or evidence of customer demand; sometimes even a customer pilot live or ready to go live.

Not that far along?

Our Process is Simple

What we provide at Pre-seed.

1

Coaching

Before investing, we meet every 2 weeks for 3 months discussing: Goals, Recruiting, Fundraising, Sales or whatever challenges you face. 

2

Investment

Assuming mutual interest, the first investment will be made, usually $250k at a maximum valuation of $6M, post-money. Coaching continues every 2 weeks until you raise your next round, even if it takes years.

3

Ongoing Help

Outside of coaching, we offer a mentor network of experienced operators to help with specific problems, job candidate search using our online networks and resources database covering topics from deck building to wellness.

4

Additional Capital

Sterling Road continues to support portfolio companies with capital into their later rounds. We’re not afraid to write $10M+ checks for teams we believe in.

Program FAQs

James Chang
James Chang

Not only do you get to work with Ash hands-on before Sterling Road makes an investment, but he also opens up a huge network of founders. It’s incredible.

James Chang

Frenzy AI

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