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Storytelling for a Persuasive Investor Pitch
1.
Copyright © 2016
BullHaus Storytelling for a persuasive investor pitch Erik Bullen May 23, 2019 @Venture Lane PERFECTING YOUR PITCH
2.
Agenda 1. Introductions 2. Perspectives
on Crafting Your Pitch 3. 5 min Quick Pitches with 5 min Feedback 4. Ask Me Anything…else Copyright © 2019 BullHaus Ventures, LLC
3.
Introductions 1. Who you
are, company/product, stage 2. What do you want to get out of today’s session? 3. What is one thing that makes a pitch effective? 4. What is one thing that makes a pitch ineffective? Copyright © 2019 BullHaus Ventures, LLC
4.
Copyright © 2016
BullHaus Crafting Your Pitch
5.
THE BIG IDEAS Effective*
pitches have elements of good storytelling in common. They are: 1. Simple : Written, visual, and verbal content that is concise, relevant, cohesive, and tailored to the audience 2. Persuasive: Connect with a listener* on a rational and emotional level and provides context for change 3. Flowing: Include natural flow and tension. A strong narrative arc (written and spoken) building to a finale. 4. Credible: Speaker, plan, and supporting data that delivered evidence of truth. *Being effective is NOT the same as being successful (i.e., importance of fit). ** Qualified!Copyright © 2019 BullHaus Ventures, LLC
6.
Framework for Constructing
Your Pitch 1. Problem 2. Solution / USP THE BIG IDEAS The Opening The Body The Ask The Close Narrative Arc 3. How It Works 4. Customers 5. Market Opportunity 6. Business Model 7. Competition 8. Go-To-Market 14. Funding Ask 15. Use of Funds 16. Why Us?9. Vision 10. Team 11. Traction 12. Exit Strategy 13. Financial Projections Why à Why Us à Why Now à What à How à Proof à What We Need à Why Us? Considerations: Structure, Content, Style, Delivery, Fit* Copyright © 2019 BullHaus Ventures, LLC
7.
Copyright © 2016
BullHaus Simplicity
8.
SIMPLICITY: WHY IT’S
IMPORTANT Humans prefer simplicity (and beauty) Simplicity makes concepts easier to understand and remember. And it makes the experience more pleasurable. (But it’s hard and takes time, so plan for it) Copyright © 2019 BullHaus Ventures, LLC
9.
SIMPLICITY: WHY IT’S
IMPORTANT A supporting theory Processing fluency, the ease of information processing by humans, influences many experiential factors such as perception of effort, risk, product value, and aesthetic pleasure (e.g., a persons attractiveness). Copyright © 2019 BullHaus Ventures, LLC
10.
The idea in
history “Je n’ai fait celle-ci plus longue que parce que je n’ai pas eu le loisir de la faire plus courte.” (“I have made this [letter] longer than usual because I have not had time to make it shorter.”) - Blaise Pascal, Lettres Provinciales, 1657 Copyright © 2019 BullHaus Ventures, LLC
11.
The idea in
history “Any intelligent fool can make things bigger and more complex… It takes a touch of genius—and a lot of courage to move in the opposite direction.” - Albert Einstein Copyright © 2019 BullHaus Ventures, LLC
12.
The idea in
action ”Researchers in Japan setup two ATMs, ‘identical in function, the number of buttons, and how they worked.’ The only difference was that one machine’s buttons and screens were arranged more attractively than the other. In both Japan and Israel (where this study was repeated) researchers observed that subjects encountered fewer difficulties with the more attractive machine. The attractive machine actually worked better.” - Stephen Anderson, A List Apart, referencing Donald Norman’s book Emotional Design Copyright © 2019 BullHaus Ventures, LLC
13.
SIMPLICITY: WHY IT’S
IMPORTANT The problem with verbose, data heavy, jargon- filled content 1. You are causing cognitive dissonance by forcing the audience to switch between reading and listening. And they need to work harder. 2. You are Increasing the odds that investors won't understand your business. 3. You're missing an opportunity to really think about your business 4. You're showing that you aren't a good communicator, a skill that is extremely important for you as a leader and executive. Copyright © 2019 BullHaus Ventures, LLC
14.
SIMPLICITY: HOW TO
DO IT WELL Reduce complexity. Reduce choice. Images over text. 1. Tailor to venue and audience. 2. Reduce the messages to their essence. Spend time thinking about your business. 3. One takeaway per slide. Use that as your header, and put supporting content in the slide body. 4. Put relevant details into the appendix so that if questions do come up during Q&A, you can pull the appropriate slide to show that you understand your business in depth. 5. Use visuals such as images and infographics. 6. Hire a good designer if need be. Copyright © 2019 BullHaus Ventures, LLC
15.
SIMPLICITY: HOW TO
DO IT WELL Keep in mind You are pitching to either get to the next pitch OR the due diligence phase. Copyright © 2019 BullHaus Ventures, LLC
16.
Copyright © 2016
BullHaus Persuasion Persuasion
17.
STORY TELLING: WHY
IT’S IMPORTANT Stories are extremely persuasive Story telling is unique to our species because it enables sharing of experiences. It’s what binds us together on a rational and emotional level; transfers values and ideas, drives behavior, and creates collective movements. Copyright © 2019 BullHaus Ventures, LLC
18.
STORY TELLING: WHY
IT’S IMPORTANT If you want to change what someone does, you need to change what they feel, and not just what they think. Human Behavior and Decision Making = Rational Thought + Emotion (Even for many VCs) Copyright © 2019 BullHaus Ventures, LLC
19.
“Everybody experiences far more
than he understands. Yet it is experience, rather than understanding, that influences behavior.” - Marshall McLuhan, Philosopher Copyright © 2019 BullHaus Ventures, LLC
20.
STORY TELLING: WHY
IT’S IMPORTANT Fundraising is sales Your job is to persuade potential investors that they should buy into your story. Copyright © 2019 BullHaus Ventures, LLC
21.
QUALIFYING INVESTORS Some factors
determining investor fit 1. Industry 2. Market 3. Technology / Product 4. Team 5. Stage 6. Existing Portfolio 6. Funding Amount 7. ROI 8. Overall Risk 9. Other Investors 10. X-Factor Copyright © 2019 BullHaus Ventures, LLC
22.
Address All Keys
to Persuasion 1. Do I believe you? 2. Do I believe that this business is feasible? 1. Does this feel right? 2. Will this investment be meaningful for me? Logic Credibility 1. If I give you my money today, what might be my return in 5-7 years? 2. What are the odds of that happening? 3. Why should I give YOU my money instead of one of the 20+ other startups that I saw this week? Top Questions on Investors’ Minds (answer these in your pitch) STORY TELLING: HOW TO DO IT WELL Emotion Copyright © 2019 BullHaus Ventures, LLC
23.
“Very few people
or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause, or belief. Why does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care? People don’t buy WHAT you do, they buy WHY you do it.” - Simon Sinek , Speaker and Consultant Start with the Why STORY TELLING: HOW TO DO IT WELL Copyright © 2019 BullHaus Ventures, LLC
24.
STORY TELLING: HOW
TO DO IT WELL Start with Why? 1. Your personal story – Why are you doing this? 2. A Use Case – Customer Day-in-Life 3. An unexpected, interesting fact – Did you know? 4. A question – How many of you? (use selectively based on audience / venue) You have 30-60 seconds to build interest Copyright © 2019 BullHaus Ventures, LLC
25.
STORY TELLING: HOW
TO DO IT WELL Continue Why You and Why Now? 1. How are you solving the problem? 2. What makes you special? What is your x-factor? You have 30-60 seconds to maintain interest Copyright © 2019 BullHaus Ventures, LLC
26.
STORY TELLING: HOW
TO DO IT WELL End with 4 Reasons Why You, Why Now, Why You’ll Win and a Call-To-Action Think like an attorney and make a strong closing argument (30 sec). Your audience will only remember 1) 4 facts and 2) how they felt 3) a call-to-action. Worse, this memory will be biased to what they heard last. Make it memorable by reconnecting emotionally on the impact you’ll have. In many pitches this is a lost opportunity. Copyright © 2019 BullHaus Ventures, LLC
27.
Copyright © 2016
BullHaus Narrative Flow Tips and Considerations
28.
NARRATIVE FLOW: TIPS
AND CONSIDERATION Things to Keep in Mind about Topics 1. You don’t absolutely need to stick to a set number of slides (e.g., 15). Content, flow, and timing are just as important. 2. The sequence of topics is a general guideline. You should always stick with certain topics in sequence (e.g., starting with problem/solution and ending with a closing argument). However, there may be a few topics that fit better in one sequence than another (e.g., exit strategy) or may be covered together (e.g., talking about customers in problem and business model sections). Copyright © 2019 BullHaus Ventures, LLC
29.
NARRATIVE FLOW: TIPS
AND CONSIDERATION The 3/6/20/60 Presentation Guideline You will have to give presentations that are roughly 3, 6, 20, or 60 minutes in length. Tailor your presentation accordingly in structure, flow, content, and messaging. Copyright © 2019 BullHaus Ventures, LLC
30.
NARRATIVE: TIPS AND
CONSIDERATIONS How It Works Consider including this, particular if a product is difficult to understand, multi-faceted, or really sets up apart. However, don’t make what’s difficult to understand in concept difficult to understand on page. Abstract, use visuals, and only highlight the most important points. Copyright © 2019 BullHaus Ventures, LLC
31.
NARRATIVE: TIPS AND
CONSIDERATIONS Customers Optional and only if you can’t clearly explain who your customers and customer segments are prior to this section. Copyright © 2019 BullHaus Ventures, LLC
32.
NARRATIVE: TIPS AND
CONSIDERATIONS Market Opportunity Help the investor understand the realistic market opportunity for *your* product and based on your GTM. Show tops down and bottoms up. Don’t fall into the 1% of China trap nor conflate markets. Copyright © 2019 BullHaus Ventures, LLC
33.
NARRATIVE: TIPS AND
CONSIDERATIONS Business Model How do you or will you make money? How reasonable is is that customers are willing to pay? How well tested is your pricing model? Copyright © 2019 BullHaus Ventures, LLC
34.
NARRATIVE: TIPS AND
CONSIDERATIONS Acknowledge the Competition By informing investors of the competition, you are showing several things: 1. you did your research 2. you understand the industry and the market 3. you are self-aware and 4. you know how to position your product 5. you are special and unique enough to have high odds of success. Even better, you might teach me something that I didn't know. Finally, if you truly don't have competition, then it's on you to convince the investor within the small window of time that this is the case. Copyright © 2019 BullHaus Ventures, LLC
35.
NARRATIVE: TIPS AND
CONSIDERATIONS Go-To-Market Plan Help the investor understand how you to go to market. What has worked and what hasn’t worked? Be up front if you are still testing and experimenting. Copyright © 2019 BullHaus Ventures, LLC
36.
NARRATIVE: TIPS AND
CONSIDERATIONS Vision Do you have growth opportunities beyond the current business once you execute on your 3-5 year strategy? Keep in mind that focus is important, but that some companies can open greater opportunities once a beachhead and certain traction has been established. Copyright © 2019 BullHaus Ventures, LLC
37.
NARRATIVE: TIPS AND
CONSIDERATIONS Traction Have one slide on traction, and always keep this slide up-to-date with status, accomplishments, proof-points, timelines, and milestones. Note: Customer testimonials are a just ok indicator but not nearly as valuable as hard proof, particularly *paying* customers. Copyright © 2019 BullHaus Ventures, LLC
38.
NARRATIVE: TIPS AND
CONSIDERATIONS Financial Projections If you’re raising from venture capital you need to show VC scale growth (e.g., $50M/$100M revenue in 5-7 years, but anyone can throw up a hockey-stick growth projection. The question is, based on everything you just told the investor, are your projections believable and reasonable? Bonus points: Show me that you’ve done a scenario analysis and produced a reasonable growth range. Copyright © 2019 BullHaus Ventures, LLC
39.
NARRATIVE: TIPS AND
CONSIDERATIONS Exit Strategy Investors have a 5-7 year exit horizon, and most exits are by acquisition, not IPO. Do you have a reasonable exit strategy, and does your business strategy account for and prepare you for these exit scenarios? Copyright © 2019 BullHaus Ventures, LLC
40.
NARRATIVE: TIPS AND
CONSIDERATIONS Team Do you have a core team that can execute, and are you surrounding yourself with advisors, board members, and mentors that can help you fill gaps and that provide strategic value? Don’t add vanity advisors without their explicit consent nor the ability to provide strategic value. And in most cases, cap your narrative with the team instead of starting with it. Copyright © 2019 BullHaus Ventures, LLC
41.
NARRATIVE: TIPS AND
CONSIDERATIONS Funding Ask Do you have a core team that can execute, and are you surrounding yourself with advisors, board members, and mentors that can help you fill gaps and that provide strategic value? Don’t add vanity advisors without their explicit consent nor the ability to provide strategic value. And in most cases, cap your narrative with the team instead of starting with it. Copyright © 2019 BullHaus Ventures, LLC
42.
NARRATIVE: TIPS AND
CONSIDERATIONS Use of Funds I’m giving you money. Tell me how you plan to apply that money to grow according to your forecasts. Is the allocation reasonable based on company stage, strategy, and comparatives? Copyright © 2019 BullHaus Ventures, LLC
43.
Copyright © 2016
BullHaus Credibility
44.
CREDIBILITY: TIPS AND
CONSIDERATIONS Layer credibility throughout the narrative When pitching, it’s about what you say and do, not about your slide deck. Credibility is 90% talk and body language and 10% written content. See How to sound smart in your TEDx Talk | Will Stephen | TEDxNewYork Copyright © 2019 BullHaus Ventures, LLC
45.
CREDIBILITY: TIPS AND
CONSIDERATIONS Factors of speaker credibility 1. Authenticity 2. Confidence 3. Coachability 4. Presence 5. Clarity 6. Ownership 6. Timing and Flow 7. Orientation (Self or Others) 8. Look 9. Word Choice 10. Conviction (Not Delusion) 11. Likability Copyright © 2019 BullHaus Ventures, LLC
46.
CREDIBILITY: TIPS AND
CONSIDERATIONS Oh, and don’t spin - or worse – lie. Ever. Always tell the truth. Be upfront about the challenges, the threats, what's working, what's not working, and what needs to happen for you to be successful. If you don't, they will find out during due diligence. Self-awareness is a critical trait. Like any good, long-term relationship, start it off right, so that both parties understand the full extent of the situation. Copyright © 2019 BullHaus Ventures, LLC
47.
Copyright © 2016
BullHaus Let’s Pitch!
48.
Copyright © 2016
BullHaus Ask Me Anything
49.
End Good Luck!
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