Podcast: Rejection Is Part of the Journey

Tamsir Ousmane Traore is passionate about Africa and logistics. As CEO of Logidoo, he is connecting African markets through intelligent logistics. In this episode, he shares the story behind Logidoo's $1.55 million seed round and how rejection along the way pushed him forward.

Key takeaways

• Target aligned investors. Look for investors who share your mission and understand the market you are building in.
• Value matters as much as capital. When you raise, weigh what an investor adds beyond the money.
• Focus on the business. A strong business closes the round, so build that before you chase capital.

About the guest

Tamsir Ousmane Traore is the CEO of Logidoo, a logistics company connecting African markets.

Choosing investors who add more than money

It is tempting to take the first cheque that arrives. But an investor stays on your cap table for years, and the right one can change the course of a company. The episode's takeaways point to a few ways to choose well.

• Mission alignment. Investors who believe in what you are building stay supportive through hard periods. Those who invested only for the numbers may push in directions that do not fit your vision.
• Market understanding. An investor who knows your market, whether logistics, fintech or healthcare, asks better questions and gives more useful advice.
• Added value. Introductions to customers, partners, hires and future investors can be worth as much as the capital. Ask what a firm has done for its other portfolio companies.
• Reputation with founders. Speak to founders an investor has backed, including those whose companies struggled. How investors behave in difficult times tells you the most.

The other lesson is that a strong business closes rounds. Founders who focus on customers, revenue and execution give investors fewer reasons to hesitate. Fundraising becomes easier when the business itself is the main argument.

Rejection is part of almost every fundraising story. Treating each no as information, rather than as a verdict, keeps you moving towards the investors who are the right fit.

Questions to ask yourself after listening

• Which investors on my list genuinely understand my market?
• What, beyond money, do I need most from my next investor?
• Is my time going into building the business or into chasing capital?

Keeping the business first during a raise

Fundraising can consume a founder's time completely. Founders who close well usually protect time for the business throughout.

• Set a raising window. Run the process in a focused period instead of letting it drag on for months.
• Share the load. Let co-founders or senior team members keep operations moving while you lead investor meetings.
• Keep reporting progress. New customers and milestones during the raise strengthen your negotiating position.
• Know when to pause. If investor interest is low, it can be better to build for a few months and return with stronger results.

Strong businesses attract investors. As the episode stresses, a good business is what closes the round, so time spent improving it is rarely wasted.

Who should listen

• African founders
• Entrepreneurs building their first company
• Startup advisors and ecosystem builders

Put the advice to work

Find investors who fit your mission with the Top 75 Early-Stage Investors in Africa. When you share your deck, use Pitchwise, a secure document and virtual data room tool, so you know which investors are engaged.

Investor fit questions founders ask

How do I check whether an investor is a good fit?

Look at their portfolio and stage focus, then speak to founders they have backed. Ask how the investor helped and how they behaved when things went wrong.

What is smart money?

Investment that comes with useful expertise, networks or support, not just capital.

Should I turn down an investor?

Sometimes. If an investor's expectations, behaviour or terms do not fit your company, saying no can protect the business in the long run.

How do I handle rejection while fundraising?

Expect it, track the reasons and keep going. Most founders hear many noes before a yes, and each one can sharpen the pitch.

What does Logidoo do?

Logidoo is a logistics company connecting African markets through intelligent logistics, led by CEO Tamsir Ousmane Traore.

Should I focus on fundraising or on the business?

On the business first. Strong results make fundraising faster and give you a better negotiating position.

What does a value-adding investor look like?

One who opens doors to customers and partners, helps you hire, gives honest advice and supports you in the next round. Ask their portfolio founders for specific examples of how they helped.

How do I find investors aligned with my mission?

Read their thesis, look at what they have backed and listen to how they talk about the problems you solve. Investors who already back similar missions are the best place to start.

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