When founders talk about fundraising, they usually focus on technology, product features, market fit or valuations. But when Nina Raab sits down with early-stage teams, the conversation almost always shifts to something else: their ability to tell a clear, simple and compelling story.
Nina is the founder and CEO of LionRun Consulting, a firm that helps startups prepare for fundraising across strategy, collateral, pitch materials and the full investor process. She made Aliyah about a year and a half ago and now splits her time between Tel Aviv, Chicago and New York, working with companies from seed through Series B.
Her work gives her a front-row seat to one of the biggest challenges in the Israeli ecosystem. Many teams are brilliant at building technology but struggle to explain what they actually do in a way that investors, partners or even other founders can understand.
A Founder Journey That Started with a Simple Gap in the Market
Before moving to Israel, Nina was already helping founders informally with decks, storytelling and investor materials. She noticed the same pattern over and over. Teams had world-class technical expertise but no structure for expressing their business in a way investors could digest.
“They were really good at building their tech. They were experts in their field. But when it came to the creative side, the storytelling, the business framing of what an investor wants to see, that is where they struggled.”
This gap became the foundation for LionRun. What started as a side project quickly revealed a massive unmet need. Within four years, LionRun grew into a team of ten with offices in Tel Aviv and the United States.
The company now works with early-stage startups, nonprofits, real estate funds and VCs themselves, with around 40 percent of its client base in Israel and rising.
Why Every Startup Needs a Deck Earlier Than They Think
Some founders think a deck is only necessary once they begin formal fundraising. Nina disagrees.
“A deck is a puzzle. It holds the core of your business. It is a living, breathing document.”
More importantly, she explains that founders rarely realize how a VC actually reviews a deal. Even if a partner loves a meeting, the next step usually involves analysts reviewing the materials in depth. Those analysts are the ones who champion the deal internally, which means the founder’s story needs to hold up without them being in the room.
This is why LionRun builds three different versions of a deck:
- A one-pager for intros and quick screening
- A teaser deck of about ten slides for meetings
- A reader deck of around twenty slides for later stages
Each serves a different purpose in the investor funnel, and each gives an investor exactly what they need at that specific moment.
Why Founders Struggle to Tell Their Story
Nina works with hundreds of founders, and one challenge appears again and again.
“Especially Israeli founders. They are incredibly intelligent and very technical. But when they explain their company, it often comes out in a way that no one can follow.”
She gives the classic example. You ask someone what their company does, and two minutes later they are still talking about algorithms, datasets or technical processes, while the listener has completely checked out.
The solution is simplicity. Her example for LionRun’s own story is just one sentence:
“We prepare startups to fundraise.”
Everything else can come later.
Choosing the Right VC Is More Like Choosing a Partner
Founders often think only about whether a VC will choose them, but Nina encourages the opposite perspective as well.
“It is a marriage. They will have influence over your company. You have to trust their values and their approach.”
She has seen cases where investors were overbearing, constantly demanding updates and creating friction. She also sees the flip side, where an investor truly supports a founder and adds meaningful strategic value.
Fit matters. Thesis matters. Stage and check size matter. Culture matters. And the person representing the firm often matters more than the brand name itself.
What Founders Misunderstand About the Due Diligence Process
One of the biggest blind spots Nina sees is what happens after the first investor meeting.
A partner may be enthusiastic, but they are not the ones going through the data room. Analysts and associates take over from there. They perform deep research, assess the market, compare competitors and evaluate whether the company fits.
“If your data room is not organized, you are relying on analysts to do the research for you. That gives them no reason to champion your deal.”
This is where LionRun’s work becomes critical. The materials must make the analyst’s job easier, not harder.
When Founders Should Raise Money and When They Should Wait
Nina encourages founders to delay raising capital if they can.
“Equity is the most expensive money you will ever take. If you can bootstrap longer, you should.”
Many founders want to raise large rounds early because it feels validating. LionRun often helps them rethink that approach. Milestones matter more than round size. If a founder can reach a key proof point before raising, the valuation will rise and dilution will drop.
She also sees value in raising small amounts along the way to hit specific targets rather than jumping straight into a large round without a clear plan.
Building a Business in Israel as an Immigrant
Nina grew her business first in the United States. But once she moved to Israel, she felt the pieces click into place. She describes Israel as a place where value speaks louder than pedigree.
“No one cares about your background. It is about the value you bring. People pay for value.”
She believes this makes Israel an ideal environment for immigrants who want to contribute. The country rewards talent, energy and execution. Not titles.
For younger people considering the move, her advice is simple:
Network aggressively and get coffees with everyone, or start your own thing. Israel is one of the best places in the world for either path.
What’s Next for LionRun
LionRun is expanding quickly, adding new team members in Israel and the United States, running events, and working more closely with VC funds that want help supporting their portfolio companies.
The vision is straightforward: more impact for early-stage teams, more clarity in the fundraising process and more support for companies building from Israel.
“I feel lucky to do what I love. Supporting founders and the Israeli ecosystem is a privilege.”
