Ash Rust – Medium

Ash Rust

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Introducing Sterling Road Fund 3: Deploying $20M through early-stage founder coaching

We’re introducing Fund 3, a $20M fund backing pre-seed stage founders of B2B startups, that have gone through our coaching program.

Apr 12, 2022

Ash Rust smiling at the camera while sitting on concrete steps.

Apr 12, 2022

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How to Build a Deck

A complete Seed Fundraising deck template.

Jan 26, 2022

How to Build a Deck

Jan 26, 2022

The 2 Things VCs Really Want

When you take a multi-million dollar check from a VC, they’re really only looking for 1 of 2 outcomes. This can cause some very strange…

Dec 19

The 2 Things VCs Really Want

Dec 19

Tech Giants Adapting to Survive

This week Google announced it’s made a major breakthrough in quantum computing. We’re still years away from this tech being used in…

Dec 16

Tech Giants Adapting to Survive

Dec 16

AI Trends for 2025

AI has been the tech megatrend for a couple of years now but I think it would still be fair to say that while it’s on everyone’s mind in…

Dec 12

AI Trends for 2025

Dec 12

Can Europe Compete?

The European economies are stalling. EU GDP is mostly flat over the last 6 years as the rest of the world continues to grow. But this is…

Dec 9

Can Europe Compete?

Dec 9

Investor Expectations for Pre-Seed Tech

Founders often complain that it’s unfair to ask a team at the pre-seed stage to have a tech advantage, as they’ve had no time to build. But…

Dec 5

Investor Expectations for Pre-Seed Tech

Dec 5

Be Patient During Customer Discovery

Customer discovery is a grind. It’s not intellectually challenging, but it will test your motivation, as getting dozens, if not hundreds…

Nov 21

Be Patient During Customer Discovery

Nov 21

Why Fixed Pricing Closes More Deals

There’s a lot of different approaches to pricing, but I suggest you keep it very simple and offer your customers fixed pricing.

Nov 14

Why Fixed Pricing Closes More Deals

Nov 14

Demand is a Great Sales Incentive

A lot of founders start to ignore distribution and after they get a few interested leads. This is a mistake.

Nov 7

Demand is a Great Sales Incentive

Nov 7

Ash Rust

Ash Rust

Pre-seed B2B Investor in 🇺🇸 🇨🇦 🇬🇧. Email: ash@sterlingroad.com. More info: http://SterlingRoad.com/process

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