TW: This episode contains a brief mention of suicide.

💸 Welcome back to The Entrepreneur's Blueprint - a podcast series featuring three stories from female founders. In this final episode, I speak with Alex Depledge MBE, co-founder and CEO of Resi, Britain’s largest home extension company, on a mission to make renovations more pleasant.

We dive into how she founded and sold Hassle.com, her bold approach to fundraising and scaling, and her views on building a team and negotiating. Plus, what’s next for Resi and why they’re raising more capital.

You can listen (38 min) and subscribe here:

Now available on: Apple Podcasts | Spotify | Podlink

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Here are some key takeaways from the discussion:

1. fIND YOUR WHY

Before you even think about chasing investors, it's crucial to reflect on why your business truly needs funding. Some businesses thrive by bootstrapping and keeping full control. Others might need funding to scale, develop new products, or enter new markets. For Alex Depledge, determining whether a business really needs capital to grow is step one. Money can help you innovate or hire the right people, but it’s not a one-size-fits-all solution. If your business can reach profitability without external investment, it’s worth considering whether you can maintain control and avoid unnecessary dilution.

"Focus is everything. It's more important to define what you’re not going to do than what you are going to do."

2. MONEY EQUALS CONTROL

Taking on investment means giving up a piece of your business—both in terms of equity and control. According to Alex, accepting funds is essentially trading money for power. Investors may have a say in decisions, and that can sometimes clash with your vision as a founder. Be prepared to manage those relationships and make sure you're aligned with investors who share your long-term goals. The bottom line is that sometimes, having more control over your business—even if it means slower growth—could be better in the long run than dealing with difficult investors.

"Investors are not spreadsheets. Businesses are full of humans, and success doesn’t go in a straight line."

3. THE STORY SELLS

Investors are not just interested in your business model or your financials; they want to believe in you and your vision. Alex emphasises the importance of storytelling in fundraising. Make sure your pitch is authentic, emotionally engaging, and paints a clear picture of the problem you’re solving. Your ability to communicate your mission and passion for the business can be the deciding factor for an investor. People buy into people before they buy into products. So, sharpen your storytelling skills—let your passion, vision, and leadership shine through your narrative.

“Know your story. Investors buy into you before they buy into your numbers.”

4. KNOW YOUR NUMBERS

Knowing your business numbers is non-negotiable whether you’re a data pro or not. Investors expect you to have a grasp of your key financial metrics, market potential, and growth trajectory. Even if you're just starting out, projections matter. Alex says that even if the data is limited, understanding what makes your business financially viable and how it will grow is essential for building investor trust. Know your costs, customer acquisition metrics, and lifetime value inside out. Being comfortable discussing these numbers makes you credible and shows you’ve done your homework.

5. DIFFERENT CLASSES OF SHARES? NO THANKS!

Alex stresses the importance of equality in shareholding by avoiding different classes of shares. In companies with both common and preferred shares, conflicts can arise. Common shares usually offer voting rights and align stakeholders with the company’s vision, while preferred shares prioritise dividends and payouts, often at the cost of decision-making power. This setup can lead to tensions between investors and founders, as preferred shareholders may push for short-term financial gains that conflict with long-term growth plans. Alex believes issuing ordinary shares—where everyone is on the same footing—keeps the focus on shared success and minimises conflicting interests.

"I’m the most bruising negotiator my Chair has ever met. You need to overcompensate with male traits sometimes as a woman in business."

6. RAISING MONEY IS A BIT LIKE MARRIAGE

When Alex compares raising money to marriage, she’s not just being dramatic. Investors become long-term partners, so you need to choose wisely. It’s not just about the money—they’re going to be in your life for the duration of the business. Make sure you can get along with them personally and professionally and that they’re people you trust. If you can’t imagine having regular Friday night meetings (or drinks) with your investors, think twice before bringing them on board. Bad investors can make your life miserable, so treat the relationship like a serious, long-term commitment.

7. DON’T CHASE MONEY FOR THE SAKE OF IT

It’s tempting to think of fundraising as a badge of honour, but Alex warns against seeking investment just to feel validated. Getting funding doesn’t necessarily mean your business is strong; it might just mean you’ve convinced someone to give you money. Fundraising should be a tool to help your business grow, not the end goal. If you can get by without external funding and grow at a sustainable rate, that’s often a smarter move than getting locked into a deal that doesn’t serve your company’s best interests. Fundraising is simply a means to an end.

"If you have doubts about an investor firm, you should think twice. It’s like getting married, and a bad investor is like a never-ending divorce."

8. BE PREPARED FOR THE VALLEY OF DESPAIR

One of Alex’s most crucial pieces of advice for women founders is to be ready for what she calls the "Valley of Despair." This refers to that tricky middle ground between raising your initial seed funding and scaling your business enough to attract more significant investments. It’s a challenging time when growth may slow, and many businesses fail. Women, especially, may find themselves overlooked by VCs who traditionally fund sectors like AI or hardware over industries like beauty or health. Knowing this, be strategic in your funding approach and plan ahead for this difficult phase.

9. oVERCOMPENSATE WHEN YOU NEED

As a female founder, you might find yourself needing to overcompensate in certain situations—especially in a male-dominated space. Alex suggests sometimes you have to “be ball harder than guys do” in negotiations, and adopt more aggressive tactics when necessary. It’s about breaking down stereotypes and proving that you can stand your ground. Women often have to push harder to be taken seriously in boardrooms or investor meetings. But remember, balancing this with staying true to your authentic leadership style is key—don’t lose your voice, but know when to assert your authority.

"Early-stage businesses need a chair to hold you accountable, even if you don’t have a board."

10. THE EMOTIONAL SIDE OF EXITS

Selling a business can feel like letting go of a first love, especially the first time. Alex Depledge compares selling her first company, Hassle.com, to sending her first child to nursery—difficult and heart-wrenching. She explains that while her second business, Resi, is just as meaningful, she feels more prepared for an eventual exit. The lesson here? Your first business sale may feel like the deepest emotional cut, but over time, you learn to detach and understand that every business has its lifecycle. If selling is right for you and your company’s growth, the emotional turmoil will pass, and you can move on to new ventures with more clarity and less guilt.

PARTNER

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RESOURCES

Resi: https://resi.co.uk/

Follow Resi on Instagram: https://www.instagram.com/resi_uk

Alex Depledge: LinkedIn