On double-opt-in intros

A suggested template for requesting investor intros

I get a lot of emails asking for introductions to VCs.

The gold standard way to request an introduction in Silicon Valley is via something called a double-opt-in intro. Simply put, it’s a format where both parties (the requestor and the acceptor) get to “opt-in” to the introduction.

Double-opt-in-intros avoid awkward encounters (like a VC feeling forced to talk to someone whose startup they’re not interested in funding) and make the job easy for the introducer (shortening the time to introduction for you, the founder!).

The text below is my preferred form for requesting an introduction to a VC. It’s succinct, immediately actionable, and short enough for the recipient to read on their phone.

I highly recommend adding URLs when customizing it, and linking to press coverage, external market sizing research, your LinkedIn profile, and the company’s website.

Please note this is a suggested format - feel free to tailor to your background and your startup’s needs.

******

Luba,

How are you? Did you get a chance to take some time off during the holidays?

[Yes, please consider including some pleasantries. It’s helpful to see you’re an actual human being who cares about other people’s life or family, and that this is not merely a transaction for you.]

Thank you once again for offering to help with an introduction to Tom Alberg at Madrona. I’d love to chat to Tom based on both Tom’s reputation for being helpful to founders and Madrona’s desire to meet startups at the earliest stages.

[If you have more insights based on the VC firm’s track record or portfolio, add it here.]

As a bit of background, we are building the world’s first online-first marketplace for all consumer goods. We are launching with books due to the size of the market - there are more items in the book category than in any other category. In fact, there are over 3 million different books in print right now, while the largest physical bookstores only hold about 150,000 different titles in stock. Our online book store will leverage the power of the internet and centralized shipping to offer the first truly universal selection.

[You can also consider putting this section as bullet points, to create some white space on the screen and make it easier to hold the VC’s attention.]

Once we dominate the book category, we plan to add other non-perishable consumer products, and eventually grocery products, to attack the $2.3 trillion dollar retail market in America.

As a little bit of background on me, prior to founding Amazon, I was a Senior VP at D. E. Shaw, responsible for new opportunities in technology and media. I left D. E. Shaw because I think the internet is the greatest investment opportunity of my generation, and I want to be on the ground, building a multi billion dollar business in the space. Prior to D. E. Shaw, I was a product manager at Bankers Trust and the Head of Development and Director of Customer Service at Fitel.

Please let me know if Tom is interested in learning more about Amazon.com.

- Jeff