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The Dark Art of Startup Fundraising with Paul King, Towards Better

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Yena Partners
About this event

What to expect

An online fundraising webinar for founders on 8 September 2026, revealing how investor psychology, leverage and term sheets shape startup funding rounds.

Fundraise with more leverage

A strong company alone does not guarantee investment. This one-hour session explores the less visible forces that influence who gets funded, how quickly a round closes, the terms investors offer and how much control a founder retains.

Paul King of Towards Better brings experience from both sides of the funding table. As a corporate finance adviser and operator, he has supported founders throughout the company-building journey,from first raises to successful exits. His recent work includes helping companies close rounds worth more than £10 million, with a focus on securing better terms, finding the right investors and completing raises more quickly.

Rather than concentrating only on pitch mechanics, Paul will examine the psychology and power dynamics behind investor decisions. Attendees can expect practical guidance on:

  • The psychology driving investor decisions,and how founders can respond to it
  • Where leverage is often lost during a raise and how to regain it
  • The clauses that can quietly reshape ownership and control
  • Negotiating terms without giving away the company’s future
  • Changing the fundraising dynamic so suitable investors pursue the opportunity

Who should attend?

This webinar is designed specifically for founders who expect to raise soon or are beginning to plan a future round. It will be particularly relevant to entrepreneurs thinking seriously about startup funding, investor selection, business pitching and the long-term consequences of deal terms.

The emphasis is on approaching a raise as a process a founder can shape and control, rather than something to simply endure. Whether preparing for an initial raise or considering a later funding round, attendees will gain a sharper framework for assessing investor behaviour and protecting their position at the negotiating table.

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