Evidencing traction is vital – investors need to be confident in your ability to onboard large brands as paying customers. Often that means evidencing your experience in the industry you are entering, but that’s not to say that without a long history in that specific market you won’t be successful. What’s most important is that you’re able to demonstrate a deep understanding of your target audiences, their challenges, opportunities and ways of working. In our case, we tend to work with customers in the beauty sector, such as L’Oréal and LVMH, though neither of us had an extensive CV in this space Regardless, Armaan and I were able to demonstrate our extensive knowledge of the space and how it works, along with a clear roadmap of where we needed help and support, and where there’s optionality to grow, expand or pivot if we needed to. It’s an industry we’ve become deeply entrenched in and understand all the nuances of, which is something investors look for.