Module 16: Why Now

Learning objectives: find out how to assess whether your timing is right and how to convince investors it is.

Timing is one of the most important determinants of start-up success. Have you got yours right? How do you know? You need to set your start-up within a wider context, and show why now is the perfect moment for it to succeed. This module will help you answer these questions, find the market shifts that ma  be propelling you to success, and construct an engaging timing story to share with investors. 

Back to course overview
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Written and audio guide: 15 mins

Summary video


How to approach it

Slide template

Investor insights, covering common mistakes and tips and tricks

More resources


1 Tool exercise

Place your business within a wider timespan to show why this is the right moment, and that you are destined to succeed (~30 mins)






Screenshot of the timing validator

U2R Timing Validator

Everyone knows that timing is an important determinant of start-up success. But how do you convince investors yours is spot on? The U2R Timing Validator uses the WAS/NOW/WILL framework to tease out the important market trends and shifts that are creating opportunity and propelling you to ultimate victory. Use the output to construct a brilliant timing story.

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  • 32 original tools to solve common issues 
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As an angel investor you have the ability to influence and make a real difference with the value you can add. Marcus does this through his startup investments and Nick has added so much value along my journey including through the Thunderdome where I perfected my pitch deck and purpose statement. Big thank you to the U2R team!'

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