Memorable Stories
People remember stories even when they don’t remember facts or data.
When you deliver your pitch to an audience of investors, you’re trying to get them to jump on board. This is your big chance to share your sense of purpose, your enthusiasm and your ambitions. With hopes of sweeping them into your orbit, the best way to do this is to tell a compelling story.
A Three Act Play
Start thinking of your delivery of an investor pitch deck as “theater”. In fact, it might help if you think of your story as a three-act play.
Introduction
What’s Your Problem?
The beginning act is your opportunity to describe the problem you encountered. You share the moment you discovered the origin of the problem. Don’t take a chance on whether or not the audience will appreciate the magnitude of the problem. You’ll also give them a detailed description of why this problem is disturbing.
Everyone Relates
Everyone in the audience can relate to this problem. Perhaps someone they know well has had to deal with the problem. Ideally, your audience members can easily imagine how horrifying it would be to one day face this problem.
Ideally At This Point, You’ve Captured the Attention of The Audience
The Investors in the Audience are now on the edge-of-their-seat. They wait to learn how you are going to make things better
Development
Compelling Stories Involve People
Try to mention any dramatic players involved in your discovery of the problem. Mention any advisors or team members whose contributions are helpful along your way.
You are the protagonist of this story. In fact, this is an Origin Story. Because when we get to the end, you are the stories’ hero.
Ups & Downs
The audience can identify more closely with you if your story avoids a linear route. Investors are people. People understand life is dynamic.
As you zigged and zagged to get here, you learned from each step; from each person you encountered. You overcame obstacles. You had mis-steps, and even failures. They all proved informative. Each step pushed us one more step closer to the final version of the offering.
Climax
All Great Stories Have A “Turning Point”
Take a breath everyone, because in this story there is a moment of crisis. This is a point of time where you’re faced with a decision. You make your choice to do something.
Describe The Great Idea You’re Bringing to The Table
Only you have this unique offering; this ideally and elegantly designed solution. You have the right team. You have a vision how your company will scale.
Call To Action
This is when you restate your “Ask”, now that your audience can appreciate your value, not just hear the cost. Briefly let the audience know you are happy to talk about the details of becoming an investor.
End / Q & A
This is the end of your story, and hopefully this time period is filled with audience questions and your concise responses.
The Audience Expects You to Be Well Versed in Your Topic
When you practice, spend time anticipating questions, prepare your responses. Short, straightforward responses, designed to put the issue to bed, are ideal. Try not to elaborate (it will just raise more questions). Offer more detailed information as a follow up. You want to be able to move on; to fit in all the questions.
The Curse of Too Much Knowledge*
Don’t let all that knowledge you’ve accumulated with this venture come pouring out because you know so many good reasons your offering will succeed in the market.
Remember
Be authentic. Use humor. Be comfortable being yourself. The investor audience in attendance at a pitch presentation show up to hear good stories. They’re rooting for your success.
Then get out there and tell a great story.
* A notion engendered from the team at BNChicago.com
