A compelling growth plan needs evidence that a company can execute and deliver returns commensurate with risk. Raising money for expansion or technology also means deciding which capital best fits the business. What do investors need to see in earnings quality, transparency, governance, and capital allocation? Which shortcomings prevent an attractive opportunity from becoming a transaction? What should a company put in place in the 12-24 months before raising funds? How should it weigh the cost of capital against control and growth expectations? This conversation examines those questions from the investor’s side and identifies standards companies can work toward before seeking investment.