Storytelling4 is an innovative, creative approach to planning and communicating your business strategy. The Storytelling4 Entrepreneurs Workbook is the ultimate planning guide for today’s fast-paced, “no-time-to-read” business environment. www.storytelling4.com

1. Storytelling4 Entrepreneurs presents the key elements for building a successful
business with storybook simplicity:
• value proposition
• market analysis
• stakeholder needs
• pricing structures
… and more
Organized in a handy workbook format, Storytelling4 Entrepreneurs cuts through
the clutter, theory and lingo so you can craft a compelling business story.
Use the step-by-step method to develop a long-term vision, clear goals, effective
messages and winning pitches.
Storytelling is the best way to connect emotionally with the people who will grow
your business.
Watch your product come to life in an exciting narrative with a happy ending for
partners, customers and employees.
About Kim McDonald
After more than 15 years immersed in the fast-paced world of technology
and start-ups, Kim is hooked on change and innovation. Her diverse
background includes product management, market­ing, business
development and consulting for software, hardware, telecom and Internet
companies. Kim has earned her BA and MBA—but she’s a firm believer that
you don’t need a business degree to start and grow a successful business.
The ultimate planning guide for today’s fast-paced,
“no-time-to-read” business environment.
www.storytelling4.com Kim McDonald
Entrepreneurs Workbook
EntrepreneursWorkbookKimMcDonald
Create Business Stories People Will
Care About, Remember and Share

2. iv
Workbook Table of Contents

3. v
GRAPH
Your Turn Worksheets
WHITE
Storytelling Thoughts
1. Storytelling Basics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
The Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
The Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
The Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
The Intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
2. Your Business Story Elements . . . . . . . . . . . . . . . . . . . . . . 47
The Plot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
The Characters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
The Setting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
The Magic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
3. BuildingYour Business Story. . . . . . . . . . . . . . . . . . . . . . 185
The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
The Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204
The Narratives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220
Elevator Pitch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222
Sales Presentation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Ad Storyboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246
Business Strategy Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
4. Infamous LastWords . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258
GREY
Business Story Example
PAGE
COLOR
KEY

4. vi
Novice Entrepreneurs
Determine next steps for your business idea.
Seasoned Entrepreneurs
Review and clarify your business strategy.
ALL Entrepreneurs
Improve communication with the people who
can contribute to your business success.
Who is this workbook for?

5. vii
This workbook will help you construct
four versions of your business story:
Elevator Pitch
What you do and how you do it, explained in 15 seconds or less
Sales Presentation
The value of your business to potential customers and partners
Ad Storyboard
The outline of scenes that can be used in an advertisement
Business Strategy Summary
A one-page overview of your current
business strategy

6. The Business Story
10
Tell your story in different
styles to suit each audience.

7. 11
Audience
PITCH TYPE PARTNERS EMPLOYEES CUSTOMERS
Elevator Pitch X X X
Sales Presentation X X
Ad Storyboard X
Business Summary X X

8. 14
The Business StoryStories
“The human species thinks in metaphors and learns through stories.”
— Mary Catherine Bateson
Stories are ... natural.

9. 15
Where did you get the
idea for your business?
ANSWER THESE QUESTIONS

10. 24
Write five words or phrases that describe your business.
Green products:
save energy and
money
Reasonably
priced
Expert
designPriority #1
child safety
Reliable and
trustworthy
Sunshine
Heat
Lamps
Made-UpWords

11. 25
Your Turn: Words
Write five words or phrases that describe your business.

12. The Business Story
44
be. Most people don’t have a plan. That’s why it’s easy to beat most folks.”
– Paul “Bear” Bryant
Your Business Story,
a.k.a. Your Plan

13. 45

14. 56
“Trace the connection between the characters and that way a story or plot emerges.”
– Anita Desai

15. 57
The plot follows the people.

16. The Business Story
220
The Narratives
Create a consistent message
using multiple formats.

17. 221
Elevator
Pitch
Sales
Presentation
Ad
Storyboard
Strategy
Summary
Main Story

18. 278
Words................................................. 24-25
Audience ............................................32-33
Goals ..................................................42-43
Product(s)..........................................50-51
Plot..................................................... 60-61
Kid’s Perspective............................ 64-65
Villain..................................................72-73
Frightened Villagers........................81-83
Heroic Expectations ..................... 94-95
3-Year Expectations .......................96-97
Worksheet Table of Contents
Sidekicks ........................................ 102-103
Customer Service ...........................117-119
Competition....................................125-127
Communication Checklist .......... 138-139
Expenses........................................146-147
3-Year Expenses...........................148-149
Pricing ............................................ 156-157
Product Description ....................164-165
Features & Benefits .....................168-169
The Future ......................................172-173

19. 279
Management Bio...........................178-179
Background ................................... 182-183
Heroic Expectations II..................190-191
Expenses II......................................192-193
3-Year Expectations II.................196-197
3-Year Expenses II........................198-199
3-Year Math ..................................200-201
Goals II..........................................206-207
Plot Development II......................212-213
Audience View.............................. 218-219
Wiser Words .................................. 216-218
Elevator Pitch ..............................224-225
Sales Presentation..................... 230-245
Ad Storyboard ............................. 248-251
Business Strategy Summary... 255-257
Your Story Review ...................... 268-271
Act Now!........................................276-277

20. The Business Story
280
About the Author
After 15 years immersed in the fast-paced world of technology and start-ups,
Kim is hooked on change and innovation.
Her diverse background includes product management, marketing, business
development and consulting for software, hardware, telecom and Internet
companies. She has also traveled extensively and spent three years teaching
English in Japan.
Kim has a sociology degree and earned her Master of Business Administration
from the University of Calgary—but she’s a firm believer that you don’t need a
business degree to start and grow a successful company.
Business is fundamentally about people, relationships
and human dynamics. That belief, combined with Kim’s
passion for innovation and creativity, inspired her first
book, Storytelling4 Entrepreneurs Workbook, which
empowers
time-starved entrepreneurs with an efficient and
engaging new method for business planning.
Born in Alberta, Canada, she now lives in
Austin, Texas.

21. 281
Beyond this workbook Storytelling4 offers options for entrepreneurs
who want assistance to create their business story:
• Group workshops
• One-on-one workbook “check-ins” and reviews
To learn more about these programs, email hello@storytelling4.com
or visit www.storytelling4.com .
Consulting Services