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

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…

2d ago

Can Europe Compete?

2d ago

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…

6d ago

Investor Expectations for Pre-Seed Tech

6d ago

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

Voting Harris for Reproductive Rights

There are lots of important issues at stake in this election, with both left and right claiming it’s the most important of our lives, and…

Nov 4

Voting Harris for Reproductive Rights

Nov 4

The Secret Power of Stopping Fundraising

Even if your company is doing really well, you may still struggle to raise all the money you’d like. If that’s your situation, it’s usually…

Oct 31

The Secret Power of Stopping Fundraising

Oct 31

Step Outside Your Comfort Zone on Outreach

Distribution is hard and it’s especially tough early on, when you’re trying to get your first customer discovery calls. Most founders will…

Oct 24

Step Outside Your Comfort Zone on Outreach

Oct 24

Ash Rust

Ash Rust

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

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