The Premise: Stop buying plane tickets to San Francisco. In 2025, many Global Tier 1 funds have pulled back from Southeast Asia. Your Seed round will be won in Jakarta (SCBD) and Singapore—through warm networks and fast cycles. This guide deconstructs how to raise $500k–$2M from the people who actually write checks: Local VCs and the "Conglomerate 2nd Gen."
2024–2025 Reality Check: The "Tech Winter"
Indonesia's venture market is still digesting the 2021 peak. Different trackers report different totals, but the direction is consistent: capital is down, timelines are longer, and "tourist money" is gone. Founders now win by showing clean governance + real traction, not hype.
Governance has become the obsession. Several high-profile cases have pushed investors into forensic mode: deeper diligence, tighter controls, and sharper questions around cash, reporting, and related-party risk.
What this means for you: expect "rightsized" terms, more backchannel checks, and a higher bar for signal. The upside: serious founders with real momentum still raise—because fewer deals survive the filter.
*Note: Fundraising dynamics change rapidly. Valuations, fund activity, and investor appetite described here reflect general market conditions. Your mileage may vary based on market timing, sector, and founder profile.
Executive Summary: The Standard Deal
- /// The Instrument: Post-Money SAFE (YC template) or Convertible Note. Priced equity rounds are rare at Seed—reserved for repeat founders or hot deals.
- /// The Dilution: Sell 15–20%. If you sell >25% at Seed, you compress your Series A options and signal desperation.
- /// The Traction Bar: Pure idea-stage is unfundable for most institutional funds. You need an MVP and early signal: Day 30 retention, early revenue, or a waitlist that proves demand.
- /// The Timeline: Plan for 3–6 months from first meeting to money in the bank. Longer if you're a first-time founder.
01. The Investor Map: Who Actually Has Money?
The Indonesian cap table is unique. It is a mix of professional VCs, massive family wealth, and corporate venture arms. You must pitch them differently—and know who to prioritize.
Tier 1: The "Kingmakers" (Institutional VCs)
| Fund | Typical Check | Sweet Spots | Notes |
|---|---|---|---|
| East Ventures | $200k–$1M (Seed) | Consumer, SME tech, fintech | Highest volume in Indonesia. Fast decisions. Strong ecosystem. |
| AC Ventures | $2M–$5M (Series A focus) | Fintech, logistics, B2B, climate | Shifted from Seed to Series A. Wants strong metrics, path to profitability. |
| Alpha JWC | $500k–$2M (Seed) | Consumer, F&B, healthcare, fintech | Sweet spot ~$1.5M. Strong brand support for consumer plays. |
| Intudo Ventures | $1M–$5M (Series A: $3–5M) | Indonesia-only, B2B, agri, climate | Often seeks meaningful ownership and writes larger checks. Fit improves with clear traction. |
| Ascent Venture Group | $250k–$3M | Digital infra, SaaS, fintech | Strong for enterprise distribution and pilots. Works best with clear use cases and a credible GTM. |
*Note: Check sizes are estimates based on publicly available data and may vary. AC Ventures has shifted focus to Series A in recent years—earlier stage founders may find better fit with East Ventures, Alpha JWC, or angels.
The Pitch to Tier 1: Market Dominance. They need to believe you can be a $100M+ revenue company. They care about TAM, your ability to hire top talent, and whether you can raise a Series A from their co-investor network. They are pattern-matching you against their winners.
Tier 2: The "Conglomerate 2nd Gen" (Angels & Family Offices)
Indonesia's real wealth sits in conglomerates: Salim Group, Lippo, Sinar Mas, Djarum, Triputra, Saratoga, and dozens more. The 2nd and 3rd generation heirs often run informal "venture arms" or angel portfolios. They don't publish term sheets. They invest via WhatsApp.
The Pitch to Angels: You are not selling TAM analysis. You are selling yourself. Tell your story. Why you? Why now? Why will you kill yourself to make this work? They invest in conviction, not spreadsheets.
Tier 3: The "Tourists" (Opportunistic Capital)
Foreign angels, crypto wealth (post-2021 windfall), random Singaporean HNWIs who "heard Indonesia is hot." They don't understand the market. They invest on FOMO and pattern-matching to global trends. Treat it as bonus capital—don't build your round around it. They often disappear when things get hard.
Tier 4: Corporate Venture Capital (CVCs)
BRI Ventures, Mandiri Capital, BNI Ventures, MDI Ventures (Telkom). They have capital, but they come with strings and slower timelines.
✗ Cons: Slow decisions (corporate governance), potential exclusivity asks, may scare off competitors as future acquirers, recent scandals have increased scrutiny.
Rule: CVCs are great as co-investors alongside a lead VC. Dangerous as your only investor—you become a "captive" startup.
Governance is now table stakes: Post-2024, investors are hypersensitive to financial controls, related-party transactions, and consistency of metrics across decks, data rooms, and bank statements. Expect deeper backchannel checks and more questions about who controls cash, approvals, and reporting.
Governance Starter Kit (What investors want to see in your first 30 days)
- ✓ Separate founder vs company accounts. Clean bank statements.
- ✓ 2-person approval for payments above a threshold (even if it's small).
- ✓ Monthly close: basic P&L + cashflow + runway, same format every month.
- ✓ One source of truth for metrics (dashboard + definitions).
- ✓ Clear cap table + signed founder IP assignment + advisor agreements documented.
- ✓ Vendor + related-party disclosure (write it down, even if "none").
- ✓ Standard contracts: employment, NDAs, customer agreements.
- ✓ Data room ready: incorporation docs, financials, key contracts, policies.
The goal isn't "big company process." It's to remove diligence friction and prevent avoidable red flags.
02. The "Jockey vs. Horse" Bias
In Silicon Valley, investors bet on the Idea (The Horse). "This technology will change the world." They fund PhDs with white papers.
In Indonesia, investors bet on the Founder (The Jockey). "This person is a killer and will figure it out." They fund operators with scars.
"We are building the decentralized AI infrastructure for the metaverse economy."
Investor Reaction: "Cool... but can you execute? Have you ever managed a team of 50 people? Have you ever dealt with Indonesian regulations?"
"I was VP of Ops at Gojek for 4 years. I managed 5,000 driver partners across 15 cities. I know exactly why last-mile logistics breaks in Tier 2 cities. We launched 8 weeks ago and are already doing $50k GMV/month with 40% gross margin."
Investor Reaction: "Send me the SAFE. Let's close this."
The "Unfair Advantage" Framework
Indonesian investors are implicitly asking: "Why are YOU the right person to build THIS company?" Your answer should hit one or more of these:
- 1. Operator Pedigree: You ran a P&L at a scaled company. You've hired/fired. You've dealt with regulators.
- 2. Domain Expertise: You spent 10 years in the industry you're disrupting. You know where the bodies are buried.
- 3. Network Access: You have relationships that give you unfair distribution. Your uncle runs 500 warungs. Your ex-boss is the CTO of a bank.
- 4. Previous Exit: You built and sold a company before. You know what "0 to 1" feels like.
03. The Fundraising Timeline
Most first-time founders underestimate how long fundraising takes. Plan for it to consume 50–80% of your time for 3–6 months.
| Phase | Duration | Activities |
|---|---|---|
| 0. Prep | 2–4 weeks | Build target list (50+ names), prepare materials (teaser deck, full deck, data room), get intro commitments from your network. |
| 1. First Meetings | 4–6 weeks | 30-minute intro calls/coffees. Goal: Get to "Interesting, let's do a deep dive" or a fast "No." |
| 2. Deep Dives | 2–4 weeks | Partner meetings, follow-up questions, reference checks on you. Investors are now "working" your deal internally. |
| 3. Term Sheet | 1–2 weeks | Receive term sheet, negotiate (lightly), sign. You now have a "lead investor." |
| 4. Syndicate Fill | 2–4 weeks | Use the lead's brand to close angels and co-investors. "East Ventures is leading, we have $200k left." |
| 5. Legal & Close | 2–4 weeks | SAFE/Note execution, KYC, wire transfers. Pray nothing falls apart. |
Reality Check: The timeline above assumes things go well. Add 4–8 weeks if: (a) you don't have warm intros, (b) your metrics are weak, (c) you're a first-time founder with no pedigree, (d) market conditions are bad, or (e) you need to pivot mid-raise. Some raises take 9–12 months. Budget accordingly.
04. The WhatsApp Deck
Cold outreach response rates are low. WhatsApp warm intros outperform—optimize your materials for mobile viewing.
The Outreach Protocol
-
The Intro: Get a mutual connection (ideally a founder in their portfolio) to create a WhatsApp group.
"Budi, meet Sarah. Sarah is ex-Gojek, now building X. Thought you two should connect." -
The Teaser: Do NOT send a 20-slide PDF. Send a 5-slide "Teaser" deck (under 5MB, ideally under 3MB).
- Slide 1: Problem + Solution (One sentence each. Big font.)
- Slide 2: Traction (The Graph Going Up. GMV, users, revenue—whatever your best metric is.)
- Slide 3: Team (Logos of ex-companies. No paragraphs of text.)
- Slide 4: Market Size (TAM → SAM → SOM. One visual.)
- Slide 5: The Ask ("Raising $1M at $6M cap to achieve X milestone.")
- The Response: If they reply "Interesting, let's chat," you've passed the filter. Now you can present the full deck live.
- The Follow-Up: If no response in 48 hours, one gentle nudge. If still nothing, move on. Don't chase.
The Full Deck (For Live Meetings)
Once you get the meeting, you'll present a longer deck. Here's the structure that works:
- Title: Company name, tagline, your name.
- Problem: What's broken? Make it visceral. Use a story or data point.
- Solution: What do you do? Show the product. Screenshots or demo video.
- Traction: Your best metrics. Growth rate matters more than absolute numbers.
- Business Model: How do you make money? Unit economics if you have them.
- Market: TAM/SAM/SOM. Don't say "$50B market"—show your logic.
- Competition: Who else is doing this? Why will you win? (Honest assessment.)
- Go-to-Market: How do you acquire customers? CAC/LTV if available.
- Team: Why are you the right people? Logos, titles, relevant experience.
- Financials: Simple P&L projection. 18–24 months. Don't overthink this.
- The Ask: How much? At what terms? What will you achieve with the money?
- Appendix: Detailed metrics, product roadmap, references. For follow-up questions.
05. Metrics That Matter at Seed
Seed investors know your numbers are small. They're looking for signal—evidence that something is working. Here's what they actually care about:
| Business Type | Key Metrics | "Good" at Seed |
|---|---|---|
| Consumer App | DAU/MAU, D7/D30 Retention, Viral Coefficient | D30 retention >20%, DAU/MAU >25%, any organic growth |
| Marketplace / Transactional | GMV, Take Rate, Repeat Purchase Rate | GMV growing 15–20%+ MoM, repeat rate >30% |
| SaaS / B2B | MRR, Logo Count, Net Revenue Retention | $5–15k MRR, 10–30 paying customers, low churn |
| Fintech (Lending) | Loan Book, NPL Rate, NIM | Disbursement growing, NPL <5%, clear unit economics path |
| Pre-Revenue / Deep Tech | Waitlist, LOIs, Pilot Commitments, Team Pedigree | 1,000+ waitlist, 2–3 signed LOIs, exceptional team |
The Growth Rate Hack: At Seed, investors care more about rate of change than absolute numbers. "$20k GMV growing 30% month-over-month" is more interesting than "$100k GMV that's been flat for 6 months." Show your trajectory, not just your position.
06. Valuation & Deal Structure
In 2025, Seed valuations have compressed significantly from the 2021–2022 peak. Indonesia saw one of the steepest declines in startup funding across Southeast Asia. Adjust your expectations accordingly—investors are now demanding "rightsized" valuations with clear paths to profitability.
| Founder Profile | Valuation Cap (Post-Money) | Typical Raise | Dilution |
|---|---|---|---|
| First-Time Founder | $3M–$5M | $300k–$600k | 10–20% |
| Ex-Unicorn VP / Senior Operator | $5M–$8M | $750k–$1.5M | 15–20% |
| Repeat Founder (Previous Exit) | $8M–$12M+ | $1.5M–$3M | 15–25% |
| "Hot Deal" (Competitive) | $12M–$15M+ | $2M–$4M | 15–20% |
Do not raise $500k at a $15M cap just because an angel offered it. You're setting yourself up for failure. For Series A, you'll need to justify a $30–50M valuation. If you don't hit $100k+ MRR or massive growth, you face a Down Round—which damages your reputation, demoralizes your team, and signals distress to the market.
Rule of Thumb: Price your Seed to allow for a 2–3x step-up at Series A with 18–24 months of execution.
SAFE vs. Convertible Note vs. Priced Round
| Instrument | When to Use | Key Terms | Founder-Friendliness |
|---|---|---|---|
| Post-Money SAFE | Standard for most Seed rounds | Valuation Cap, Discount (rare now) | Most founder-friendly |
| Convertible Note | When investor insists; bridge rounds | Interest Rate (5–8%), Maturity (18–24 months), Cap, Discount | Moderate (interest accrues) |
| Priced Equity Round | Repeat founders, competitive deals, >$2M raises | Price per share, board seat, pro-rata, liquidation preference | Most complex, most negotiation |
Post-Money SAFE: The Math
The YC Post-Money SAFE is now standard. Here's how dilution works:
SAFE Investment: $500,000
Investor Ownership at Conversion = $500k / $5M = 10%
If you raise another $300k SAFE at $5M cap:
Total SAFE Ownership = ($500k + $300k) / $5M = 16%
Founders + Employees = 84% (before Series A dilution)
Key Insight: Post-Money SAFEs stack. Each new SAFE at the same cap dilutes YOU, not previous investors. Be careful about raising too much on SAFEs—your ownership erodes faster than you think.
07. Term Sheet Negotiation
At Seed, most terms are standardized. Don't over-negotiate—you'll burn goodwill. But know what to push back on.
✓ Negotiate These (If Unreasonable)
- Valuation Cap: If it's significantly below market for your profile.
- Pro-Rata Rights: Giving all angels pro-rata can crowd out Series A investors. Limit or tier it.
- Board Seat: Unusual at Seed. Push back unless it's a large check ($1M+).
- Information Rights: Monthly updates are fine. Demanding weekly financials is excessive.
✗ Don't Die on These Hills
- MFN Clause: Standard. Gives investor benefit of better terms you offer later. Fine.
- Standard Reps & Warranties: You're representing that you're not lying. Sign it.
- Discount Rate (on Notes): 15–20% is standard. Don't argue for 10%.
- Advisor Shares: If investor wants 0.25–0.5% advisory shares, it's usually worth it for their help.
Red Flags to Walk Away From: Participating liquidation preference (at Seed? No.), full ratchet anti-dilution, excessive control provisions (veto on hiring, pivots), exclusivity clauses that block you from talking to other investors, or anything that gives them control without corresponding capital commitment.
08. Due Diligence: The "Reference Check"
Jakarta is a small town. Everyone knows everyone. Your reputation precedes you—and follows you forever.
Before an investor wires money, they will backchannel you. They will call your old boss at Shopee. They will call your co-founder from your failed startup in 2018. They will ask around at founders' dinners.
What They're Checking
- 1. Integrity: Did you ever lie to investors? Misrepresent metrics? Screw over a co-founder?
- 2. Work Ethic: Are you a grinder? Or do you disappear when things get hard?
- 3. Leadership: Can you attract and retain talent? Do people want to work for you?
- 4. Coachability: Do you listen? Or are you a "know-it-all" who can't take feedback?
- 5. Why They Left: If they left a good job, was it "pull" (excited about the idea) or "push" (fired, pushed out)?
If you burned bridges in your last job, own it. Tell the investor before they hear it from someone else.
"Hey, just so you know—my exit from X was messy because of Y. Here's what I learned and how I've changed."
Honesty builds trust. Surprises destroy it. In a high-trust, low-legal-enforcement society like Indonesia, integrity is the only currency that compounds.
09. Common Deal Killers
Most failed fundraises aren't because of bad ideas. They're because founders make avoidable mistakes.
1. The Messy Cap Table
Too many small angels (20+ investors), unclear ownership, outstanding convertible notes with weird terms, shares promised but not documented. VCs hate cleaning up cap table messes. Get a lawyer to fix this before you start raising.
2. The Co-Founder Drama
Equity split is "unclear" or "we'll figure it out later." One co-founder left but still owns 30%. Investors will pass immediately. They're not investing in a lawsuit waiting to happen.
3. The Unrealistic Projections
"We'll hit $10M ARR in Year 2." Unless you have extraordinary traction, this signals you don't understand your market. Show ambitious but defensible projections. Be ready to explain your assumptions.
4. The Bad Reference
Investor calls your old boss and hears: "He was mediocre and hard to work with." Deal dead. Nothing you say in the pitch room can overcome a bad reference from a credible source.
5. The "Spray and Pray" Approach
You pitched 50 investors with the same generic deck and now everyone knows you're "shopping the deal." VCs talk to each other. If three funds pass, the fourth will ask why. Be targeted, not desperate.
6. The Legal Red Flag
Operating without proper PT structure, using nominee arrangements, regulatory gray areas without a plan. Investors won't fund companies that can be shut down by regulators. Clean up your corporate structure first.
7. Governance Red Flags (Heightened Post-2024)
Following high-profile governance cases in Indonesia's startup ecosystem, investors are hypersensitive to red flags: no independent financial audits, founder controls all bank accounts with no oversight, related-party transactions, inconsistent metrics across materials, and resistance to board observer rights. Clean financials and transparent governance are now table stakes.
10. After the Handshake: Term Sheet to Wire
You got a term sheet. Congratulations—but you're not done. Many deals fall apart between term sheet and money in the bank.
The Closing Checklist
- Sign the Term Sheet: Non-binding, but signals commitment. Both sides sign.
- Exclusivity Period: Most term sheets include 30–60 day exclusivity. You stop talking to other leads (but can close angels).
- Legal Drafting: Investor's lawyer drafts the SAFE/Note or investment docs. You review with your lawyer.
- Data Room: Provide all requested docs: incorporation papers, cap table, contracts, IP assignments, financial statements.
- Fill the Round: Use the lead's name to close remaining investors. "AC Ventures is leading—we have $300k allocation left."
- Signing: All investors sign the SAFE/Note. Get all signatures before anyone wires money.
- Wiring: Investors wire to your company bank account. Confirm receipt. Update your cap table.
- Announce (Optional): Some founders do a press release. Others stay quiet until traction proves the model.
What Can Go Wrong: Investor "re-trades" (tries to change terms after signing), delays in legal (back-and-forth on minor clauses), key investor backs out (happens more than you'd think), DD surfaces a problem (undisclosed liability, IP issue), or market conditions shift. Keep momentum high. Close fast. The longer a deal drags, the more likely it dies.
11. Handling the "No"
Most investors will say no. That's normal. The best founders treat "no" as data, not defeat.
Types of "No"
- "Not right now": They like you but timing is wrong (fund is deployed, sector fatigue). Follow up in 6 months.
- "Not our thesis": Legitimate mismatch. Don't pitch B2B SaaS to a consumer fund. Move on.
- "Need more traction": Your metrics aren't there yet. Hit milestones and re-engage.
- "Passed after DD": Something specific killed the deal. Ask for feedback.
- Ghosted: They're not interested but too polite to say no. Move on.
The Follow-Up Playbook
- Ask for feedback: "Thanks for the time. Any feedback on what would need to change for you to reconsider?"
- Ask for intros: "Is there anyone else you think would be a better fit for this?"
- Keep them updated: Add them to your monthly investor update email. Many "nos" convert to "yes" after 6–12 months of watching you execute.
- Don't burn bridges: You'll see them again. Indonesia is small. Be gracious.
12. The Investor Update: Post-Raise Discipline
After you close, your job is to make your investors look smart. The best tool for this: the monthly investor update.
The Monthly Update Template
- Headline: One-sentence summary. "Best month ever: hit $100k GMV."
- Key Metrics: 3–5 numbers that matter. Show trend (MoM change).
- Wins: What went well? Big customer signed, feature shipped, hire made.
- Challenges: What's hard right now? Be honest. Investors respect transparency.
- Asks: Specific requests. "Looking for intro to X." "Hiring for Y role." Give them a way to help.
- Runway: How many months of cash left? They need to know if you're running low.
Frequency: Monthly is ideal. Bi-monthly is acceptable. Quarterly is too infrequent—they'll forget about you.
The Hidden Benefit: Good investor updates build your reputation for your next raise. When you go to raise Series A, your Seed investors will forward your updates to their Series A friends. "This founder sends great updates. Always know what's happening. Very transparent." That's social proof you can't buy.
Final Advice
Fundraising is sales. Treat it like a sales funnel.
- 1. Build a list of 50+ leads. Qualify them by fund stage, sector focus, and check size.
- 2. Get warm intros. Cold outreach has <5% response rate. Warm intros are 10x more effective.
- 3. Run a tight process. Create urgency without being desperate. "We're closing in 3 weeks."
- 4. Don't take rejection personally. "No" just means "not right now" or "I don't understand."
- 5. Keep building while you raise. The best leverage is a business that's growing without the money.
The real fundraising edge isn't your deck. It's your execution.
Investors fund momentum. Build something people want. The money will follow.