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FOUNDER GUIDE

Build a public profile investors want to follow.

Your EquityCF profile should do more than describe your company. It should help an investor quickly understand what you do, why it matters, why your team can execute, and why they should keep paying attention.

A simple rule: every section should answer a different investor question. Avoid repeating the same pitch in slightly different words.
01

Start with a clear hero

The hero is the first impression. Keep the written copy simple: a concise description of what the company does, paired with a strong 16:9 image that makes the company feel credible and worth exploring.

Headline / tagline

Say what you help people do or the outcome you create. Avoid vague language like “redefining the future” or “changing everything.”

Good exampleHelping companies build investor audiences and launch equity crowdfunding campaigns.

Hero image

Use a 16:9 image. Product companies can show the product in use. Consumer companies can show the customer experience. Service or platform companies can use a campaign-style visual with one strong message.

  • One clear focal point
  • Readable at card size
  • Minimal text if text is used
  • Avoid generic AI-looking networks, arrows, and fake dashboards
02

Explain the company in one strong overview

Your overview should let a new investor understand the business in under a minute. Focus on what the company does, who it serves, where it operates, the business model or approach, and what makes it distinct.

Do

  • Use one concise paragraph
  • Target about 60–85 words
  • Write in plain English
  • Explain the business before the investment case

Avoid

  • Founder biographies
  • Traction claims that belong elsewhere
  • Long regulatory explanations
  • Marketing filler or unsupported superlatives
AI prompt: Company overview
Write a single-paragraph company overview of 60–85 words.

Focus on:
- what the company does
- who it serves
- where it operates
- its business model or approach
- what makes it different

Do not include traction, founder experience, fundraising hype, or unnecessary regulatory mechanics. Use clear, investor-friendly language and only facts supported by the materials I provide.
03

Give investors concrete reasons to follow

Think of this as the strongest “Reasons to Invest” section before there is an offering. Each reason should be a specific, evidence-led campaign highlight, not a generic benefit statement.

Strong reasons usually come from

Product advantageMarket opportunityTractionTeam credibilityStrategic relationshipsBusiness modelCustomer proof

Best practice: use 3–4 reasons. A punchy heading plus one or two concise sentences is usually enough.

AI prompt: Why Follow
Identify the company’s strongest campaign highlights: concrete facts that make an investor or follower want to keep paying attention.

Each reason should be:
- direct
- specific
- evidence-led
- concise
- highly scannable
- persuasive without hype
- written confidently from the company’s point of view

Use source materials for verification, not as copy. Never write “the deck says,” “the website states,” “according to company materials,” or similar sourcing language.

Return 3–4 reasons. For each, provide:
1. a punchy heading
2. one or two concise sentences explaining why it matters

Do not invent metrics, customers, partnerships, traction, or claims.
04

Use the team section to establish credibility

Investor bios should quickly answer: why is this person relevant to building this company? Prioritize experience, accomplishments, domain expertise, and education that directly support the company’s mission.

Good bio structure

Credential → relevant experience → connection to the company.

Keep it tight. A strong two- or three-sentence bio is usually better than a mini résumé.

Team photos

Use clear, consistent headshots. Good lighting and simple backgrounds matter more than formality. Avoid heavily stylized AI portraits.

AI prompt: Founder or team bio
Write a concise investor-facing bio for this team member.

Prioritize:
- the most relevant credentials
- domain expertise
- prior companies, roles, accomplishments, or education that support why this person can execute
- the person’s role in the current company

Keep it to 2–3 sentences. Do not turn it into a résumé. Remove credentials that are impressive but not relevant to the investment story. Do not invent accomplishments.
05

Build the story one investor question at a time

You only need one story section to complete the page, but multiple strong sections can make the investment case much clearer. Each section should advance the story instead of repeating what came before.

ProblemWhat is broken, costly, difficult, or underserved?
SolutionWhat did you build and how does it solve that problem?
How We’re DifferentWhy is your model, product, technology, or approach meaningfully different?
OpportunityHow large or important is the opportunity, and why does it matter now?
ProgressWhat concrete evidence shows that the company is moving forward?
ConclusionWhat is the company building toward, and why should someone keep following?
AI prompt: Story section
Draft or improve exactly ONE company story section.

Return:
- title: a clear, professional section heading (3–7 words)
- body: one concise paragraph by default, or two short paragraphs if needed; target 60–100 words and never exceed 120
- guidance: a short founder-facing note explaining what missing factual information or proof points would make this section stronger; return null if none

Match the section type exactly. Do not repeat points already covered in other sections. Use only supported facts. Avoid hype, unsupported predictions, generic filler, and investment-performance promises.

For a conclusion section: connect ideas already established, explain what the company is building toward or the next chapter, and naturally invite readers to stay engaged without sounding salesy.
06

Use visuals to make the story easier to understand

A strong visual should reinforce one idea. It should not try to explain the entire company at once.

Problem

Make the pain immediately visible. Editorial photography, a simple comparison, or one memorable statistic can work well.

Solution

Show the product, process, or customer journey. Keep flows simple enough to understand in a few seconds.

Opportunity

Use credible market data, a clear scale comparison, or a visual showing the underserved market.

Recommended ratio: 16:9 for story visuals. Design for readability on both desktop and mobile.
AI prompt: Story visual
Create a polished 16:9 visual for an equity crowdfunding company profile.

The visual should reinforce ONE idea from this story section, not summarize the entire company.

Style:
- credible and editorial, not generic “AI business art”
- clean composition with one clear focal point
- restrained branding and limited accent colors
- minimal text; if text is used, it must be large and readable
- realistic people/products where appropriate
- no fake logos, fake customer names, invented metrics, or unsupported claims
- avoid floating avatars, generic network diagrams, excessive arrows, glowing dashboards, and sci-fi styling

Use the company’s actual brand colors and uploaded logo only if I provide them.
07

How to get better results from AI

AI works best when you give it evidence and a narrow job. Do not ask it to “make this sound better” without telling it what the section is supposed to accomplish.

Give AI

  • Your website and pitch deck
  • Current profile copy
  • Specific section type
  • Hard facts, metrics, and proof points
  • Your desired length and tone

Then verify

  • Every number
  • Every customer or partner reference
  • Market claims
  • Dates and milestones
  • Anything that sounds unusually impressive
Important: AI should improve the presentation of your facts, not create new facts. If the output adds something you cannot support, remove it.
08

Final investor-readiness check

☐ A new investor can understand what we do in under a minute.
☐ Our Why Follow reasons are specific and evidence-led.
☐ At least one team bio clearly establishes relevant credibility.
☐ Each story section answers a different question and does not repeat the previous one.
☐ Every metric, partnership, customer, and market claim is supportable.
☐ Story visuals are 16:9, readable, and reinforce one idea.
☐ We removed generic hype, jargon, and unsupported predictions.
☐ The page gives investors a reason to follow the company before the raise.

Build the strongest version you can today.

Your profile can evolve as the company grows. Start with the strongest facts you have now, publish updates as you make progress, and keep improving the page over time.

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