Negotiation with kindness
How to negotiate an equity deal that feels fair to both sides — and lasts.
A good negotiation ends with both people looking forward to working together. That's the standard on Build Kenya.
Anchor on the ask, not the person
State what you need and why. Let the investor respond to the plan, not to you personally.
If the first offer isn't right, say so kindly, and propose an adjusted version — for example, a smaller amount at less equity.
Look for creative middle ground
Consider staggering the funding across milestones so both sides feel safer.
Consider a small board seat, quarterly reporting, or a right to be consulted on major decisions instead of extra equity.
Key ideas
- The goal is a deal you both want to honour
- Staggered funding reduces risk for both
- Non-equity terms (reporting, consultation) can bridge gaps
A gentle next step
Write down three concessions you're comfortable making before your next call.
Keep reading
Finding your first investor
How to find, approach, and win over your very first believer — even before you have polished pitch decks.
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Understanding equity
Equity in plain Kenyan language — what it means to give away a share, and how to think about it fairly.
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How to pitch your business
A calm, seven-minute pitch that focuses on the customer, the problem, and your plan — not buzzwords.
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