Media capital also known as media for equity, media for growth, is a financing option that allows founders to accelerate their growth through significant advertising in exchange for an equity stake in the business.

The MFG Fundraising Programme is a specialised programme for growth-stage consumer internet startups to optimising marketing costs and amplifying reach.

The MFG Fundraising Programme is a specialised programme for growth-stage founders who are serious about brand building and need capital solutions to fund marketing costs. The sessions are two-fold providing both a good foundation into the UK and European mass-media landscape whilst covering key principles about media capital fundraising, what investors look for, how to prepare for DD, and term sheet negotiations.

• This programme is NOT for pre-seed companies aiming to raise a seed round. Read more about what startups we look for in the section below.

• Issuance of equity is not required for participation.

• The programme includes a shorter time commitment than most accelerators. Most accelerators are 10-12 weeks; this programme is 4 weeks.

• Each cohort will only include up to 10 companies allowing for a much more tailored, 1:1 approach, so no one-size-fits-all programming.

• The focus of the programme is to optimise media capital fundraising.

• get access to preferential rates and the ability to influence the campaign planning;  

• preserve cash and extend your runway;

• work with an experienced team that understands both worlds, the online performance, and the offline branding approach

The application process is a 3-step process.

• Start by filling out our online application form. It takes less than five minutes to complete and it’s your first opportunity to showcase your startup's potential.

• We may request additional documents, such as pitch decks or financial statements, to better assess your startup's potential

• Shortlisted applicants will be invited for an interview to delve deeper into their business.

• Final decision will be communicated to all applicants two weeks before the start of the programme.

For more information, make sure to read Inside the MFG Fundraising Programme: The Application Process.

• Market Relevance: Startups with products or services that resonate with the mass-consumer market or strong niche consumer markets, which can be effectively reached through both traditional and digital channels.

• Sector-agnostic: Founders who can identify industry gaps and opportunities, particularly in top-performing Consumer Internet sectors including: eCommerce, foodtech, travel, wellness, fintech, proptech, edtech, gaming, AI etc.

• Growth-Stage Focus: European founders who are planning to scale their operations in the UK and the US (including UK-based startups) and are committed to serious brand-building efforts. As well as US startups looking for growth partners as they expand operations in Europe.

• Proven Track Record: Startups generating revenue (with 1M ARR+), demonstrating consistent year-over-year growth, and operating with a proven business model.

• Growing marketing spending: Companies that are seeking investment within the next 6-9 months and are already increasing their marketing spend to support growth.

• Serious about brand building: Founders with a clear, forward-thinking vision rooted in market dynamics and technological advancements, who understand the power of branding and using strategic advertising to accelerate growth.

• Innovative Approach: Startups that bring innovative solutions or unique value propositions to their market, standing out from the competition. We’re looking for adaptability in founders, who are prepared to pivot when necessary, and to continuously innovate.

• Team Strength: Founders leading a growing, cohesive team with complementary skills and a clear vision for scaling their business.

FInd out more about what are we looking for in this article.

The MFG Fundraising Programme lasts four weeks, combining both remote and in-person sessions. It starts with a remote strategy formulation week, followed by a media capital bootcamp in London, and continues with online workshops and personalised investor meetings. The programme concludes with a final networking and engagement gathering in London.

MFG Fundraising Programme is a hybrid programme. The first week and the Investors, VCs & Startup Networking Event, take place in London. The rest of the sessions are scheduled virtually and founders don’t need to relocate.

In addition to the in-person week and the Investors, VCs and Startups Gathering taking place at the end of the programme, founders can expect two to three hours/per week of scheduled virtual content during the 3 remote weeks. Discussions with the MFG team to scope out potential partnerships will happen ad-hoc throughout the programme.

• Foundational knowledge on media capital and fundraising strategies through in-person workshops, strategy sessions with media experts and investors.

• Covering the most important topics on the state of the media industry in the UK and Europe

• Investors' presentations where we delve deeper into their investment thesis and media properties

• Live AMA with seasonal founders who raised media capital

• Meet Decision-Makers: Engage with top-tier media capital investors via expert panels and one-to-one sessions who have the influence and ability to fund ambitious marketing campaigns. Some of the world’s largest media companies are our partners including RTL, ITV, Channel 4, Daily Mail Group, and UKTV among others.

• Dedicated Support Hours - benefit from 50 hours of dedicated support, including one-on-one sessions. This time is designed to offer strategic advice, optimise your media campaigns, and provide tailored mentorship that accelerates your startup’s trajectory.

• Rev (Reversed) Consumer Investors Pitch Event -this innovative approach features up to 15 reverse pitches from leading VCs, CVCs, and Family Offices, allowing you to connect directly with investors who are actively seeking opportunities like yours.

• Tailored Investment: Expect to meet investors whose investment criteria align with your startup's stage and sector.

• Media & Investment Masterclasses: Attend sessions focused on leveraging media capital to maximize market penetration and customer acquisition.

• Industry Insights & Feedback: Gain valuable insights into current market trends and investor expectations, helping you to tailor your fundraising documents accordingly.

• Peer Exchange: Network with fellow entrepreneurs who raised media capital to learn from their experience, share strategies, and possibly form partnerships.

• Exclusive Perks - as part of our commitment to your success, we’ve partnered with top service providers including HubSpot, Notion, DocSend, Webflow, Brevo, and more. These tools are essential for managing and scaling your startup, and are now available to you as part of our $50,000 USD service package.

• MFG Investors, VCs & Startups Gathering: Opportunity to present and connect live at the MFG Event in front of 100+ investors and founders.

No, the MFG Fundraising Programme is free of charge.

MFG charges the equivalent of $45,000 worth of services in equity in the form of a convertible loan note (CLN). There are no additional costs to join the programme and we're offering startups significant non-cash support that includes personalised mentorship, strategic media partnerships, and access to a robust network of investors. For more information about our standard MFG Convertible Loan Note please get in touch at contact@mediaforgrowth.co.

Selection criteria may include factors such as the viability of the business model, growth potential, traction, team expertise, and alignment with the programme's goals. Therefore, after completing the application form, the shortlisted companies will be invited for a short interview where we look to understand more about your business and your fundraising goals.

The programme is designed to help startups enhance their investment readiness and increase their chances of securing funding. While funding cannot be guaranteed, we equip startups with valuable knowledge, skills, and connections to attract potential investors. Our programme focuses on providing startups with the tools they need to raise media capital effectively, achieve a higher capital runway, amplify their reach, and gain specialised advertising expertise, all of which contribute to their fundraising efforts.

The programme provides a range of resources and support, including mentorship from experienced entrepreneurs, investors, and media experts, access to workshops and educational materials, networking opportunities with industry professionals, and potential introductions to relevant investors.

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The number of startups accepted into the programme may vary based on capacity and our programme requirements. However, we strive to maintain a manageable cohort size of up to 10 brands to ensure personalised attention and meaningful interactions.

We welcome startups at different stages of funding, including those who are bootstrapping. Apply and our selection process will consider these factors.