Between “Once upon a time” and “and they all lived happily ever after” lies the most important part of a hero’s life, the crucial moments, where challenges are overcome and issues are fought.
It’s also a pretty short period, compared to a lifetime. The prince always has a very limited time to save the princess, and the princess has a very limited time to seduce the prince! (Expressed like this, it sounds like misogyny…. not my fault, I’m just taking the fairy tales’ standards to express another tough, hard and exhausting adventure that is FUNDRAISING).
A fairytale can be very boring if not told well… but can be magical using the right words and the right flow.
Using exactly the same logic that is used in fairy tales for pitching your idea is the key element to seduce princes and princesses who will invest in you. You need to tell your investor a good story… After all, this is why we call it story telling !
A while ago, Pixar studios, shared a list of their rules of storytelling. Among them, was what they call the arc of a successful Pixar story:
“Once upon a time there was …… Every day, …….. One day, …….. Because of that, …….. Because of that, ……… Until finally, ……..and they all lived happily ever after”
The most regular mistake done by many presenters/pitchers is preparing their slides before preparing the pitch, and get caught up in visuals and design. The result in the end, is a pitch that looks like a series of individual slides.
Once again (remembering the Blog 2 and 3), you need to answer pretty simple questions to make your pitch successful:
- Who is your audience ?
- What impression do you wanna make ?
- What story will leave a lasting impact?
Write down your notes, compile them, and create a flow … this flow will be your story, and this story needs to make investors begging to be part of it, and play a role in your company!
Once Upon a Time…
Where everything starts… you need to give your audience your setting:
- Setting the scene: Through your title and agenda (a couple of slides)
- The hook: Why your audience should be interested. Grab attention through your company vision and how it will change the world in 10 years from now. (One slide)
- The characters: Who are the founders (and the advisors) and what makes them unique (1 to 2 slides)
This is where the plot of your fairytale begins.
- The Conflict: What is your customer facing ( 0.5 to 1 slide)
- The challenge: What is wrong with other solutions ( 0.5 to 1 slide)
We dreamt of a happy ending, we found a solution
- Explain your Value Proposition. (1 slide)
Because of that…
How many people in the kingdom will be happy to have a new king/queen… in other terms, how big is your business.
- The market: Size, Customer Persona and the market forces. 1 Slide
- Business Model: How do you make money, pricing, what are the unit economics that make your business work. 1 slide
- Key performance Indicators (the KPIs): Prove that it works through sharing some info such us:
- CAC (cost to acquire a customer)
- LTV: Life Time Value of your customer
- Ratio CAC/LTV
- Retention and churn rates
- AOV Average order Value and ACV Average Contract Value
1 to 2 slides (depending on what stage of your company lifetime you are)
Because of that…
You are the best comparing to the others
- Competition: Key players, how are you better then them, what makes you different 1 Slide
- Go-to-Market: Target customer, Customer acquisition approach, keys drivers and potential milestones, test validating your assumptions 1 to 2 slides
This is where the prince usually bends the knee to the princess (or kiss her, or kidnap her… depending on which fairy tale you’re thinking about)
I am the best, invest in me !
- Financing: Amount raised to date, how much you seek to raise, what will you do with that fund (hirement, product improvement etc), traction and milestones, and how long will your funds last. 1 to 2 slides
…………..and they all lived happily ever after !
Oh no, not yet…. we first need to learn how to manage the company, with all its aspects:
- Resources Management,
- Time Management
- Employees Management,
- Money Management,
- Self Management
See you in one month, for blog 7 🙂