0
STORYSTACK
The Role of Narrative and StoryTelling inYour Startup	

The IdeaVillage / New Orleans
March 26, 2014
PRESENTATION
• Live on www.alanweinkrantz.com blog & Slideshare	

• Ask questions….I’m not here to “lecture…”	

• Based on...
TODAY
• Learn about the role of narrative and story telling for your startup	

• Take-away five steps you can apply through...
Background…
ABOUT
• Tech PR / Branded Journalism	

• 30+ years…. been through major shifts & cycles	

• U.S. and Israel	

• 2nd time a...
Client Work 60%	

!
Mentoring /Volunteer 20%	

!
Branded Journalism 20%
My Mix….
YES, I’M ON…
• Twitter	

• Facebook	

• LinkedIn	

• Instagram	

• SoundCloud	

• YouTube
As story tellers you have the
opportunity to add a massive
layer of value to your startup
What’s Branded Journalism?
The art of applying story telling and
building narratives to support and
reflect a brand’s value...
Having a body of work separates your
startup… all vying for attention
WHO’S HERE?
• Need 3 volunteers / 2 minutes each	

• What’s your story?	

• What makes you interesting?	

• How do you….?
50 years
The Four Coders
Coders & StoryTellers
The Coders & StoryTellers of New Orleans
Rock & Jazz Music
is code.
MENTORING
•Speaking / Writing /
Observing / Watching	

• Geekdom - San Antonio	

• TechLoft -Tel Aviv	

• TechStars Cloud ...
GOOD NEWS :)
•Very low cost / no cost to
create a start-up	

•Big Idea	

•Core team	

•Strong will	

•Servers / hosting
BAD NEWS :(
•Someone in NewYork, Madrid, San Francisco, Singapore,Tel Aviv,
Mumbai is thinking the same thing as you are :...
QUALITIESTHEN...
•Strong Intellectual Property	

•Defensible technology	

•Strategic investors like Intel,AT&T, Cisco, Mot...
QUALITIES NOW
•No Intellectual property	

•Nothing really defensible	

•Strategic investors & partners - Friends, Family,A...
THE WORLD AS WE KNEW IT
•Hardware	

•Software	

•Telecom	

•Security	

•Bio Sciences	

Go to School	

Go to College / Univ...
THE WORLD AS WE KNOW IT
•Consumer Web	

•Mobile	

•SaaS	

•Subscription	

•eCommerce	

High School	

Start-Up	

GapYear	

...
The new tools of building your startup
Technology Stack
LAMP	

Java	

Python	

OpenStack	

Ruby	

AWS
StoryStack
Blog	

YouTube	

Instagram	

Twitter	

LinkedIn	

SoundCloud	

FaceBook
WHY
• Builds a new type of defensible position	

• Your body of work helps you define who you are	

• Media can discover an...
StoryStack
Story
Narrative
Voice
Engagement
Discovery
STORY
• Sets the stage for the heart
and soul of your company	

• Builds and expresses culture	

• Attracts customers, par...
VOICE
• Techie	

• Businesslike	

• Expert	

• Fun	

• Leader
NARRATIVE
• Connected events	

• Gluing your story together	

• Ties your channels together	

• Helps you express, connect...
ENGAGEMENT
• Lets you listen	

• Give your customers /
partners a voice	

• Enables amplification of
your story	

• Which c...
DISCOVERY
• An act of faith	

• People are searching for you	

• Let them discover you	

• Find others	

• Get discovered,...
content
(curated,
contributed,
posts)
socialcommenting
writing
Branding your startup
with content adds a
unique layer of v...
BRANDED JOURNALISM
EXAMPLES….
• News	

• Content	

• StoryTelling	

• Media
WHAT’SYOURVOICE ?
• Techie	

• Fashion	

• Sports	

• Music	

• Culture
EXECUTION…
• Agree to some basic milestones	

• Don’t be afraid to write	

• Don’t publish until you feel comfortable doin...
EXECUTION
• Decide on the outposts (channels)	

• Allow 90 days to get the process going	

• Use stock tools	

• Your Smar...
SUGGESTED READING
!
• www.adweek.com/topic/branded-content	

• www.digiday.com	

• www.battellemedia.com	

• www.ragan.com...
ThankYou.
alan@weinkrantz.com	

www.alanweinkrantz.com	

about.com/alanweinkrantz
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
StoryStack: The Role of Narrative and Story Telling in Your Startup
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StoryStack: The Role of Narrative and Story Telling in Your Startup

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This session was presented by Alan Weinkrantz, President of Alan Weinkrantz & Company. Find out more at http://www.alanweinkrantz.com.

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Transcript of "StoryStack: The Role of Narrative and Story Telling in Your Startup"

  1. 1. STORYSTACK The Role of Narrative and StoryTelling inYour Startup The IdeaVillage / New Orleans March 26, 2014
  2. 2. PRESENTATION • Live on www.alanweinkrantz.com blog & Slideshare • Ask questions….I’m not here to “lecture…” • Based on belief sets, principles, and experimentation • Real world examples at the end
  3. 3. TODAY • Learn about the role of narrative and story telling for your startup • Take-away five steps you can apply through the end of 2014 • Build a body of work that will contribute to your being discovered • How it can help lead to media coverage • Add a layer of value to your brand
  4. 4. Background…
  5. 5. ABOUT • Tech PR / Branded Journalism • 30+ years…. been through major shifts & cycles • U.S. and Israel • 2nd time at IdeaVillage
  6. 6. Client Work 60% ! Mentoring /Volunteer 20% ! Branded Journalism 20% My Mix….
  7. 7. YES, I’M ON… • Twitter • Facebook • LinkedIn • Instagram • SoundCloud • YouTube
  8. 8. As story tellers you have the opportunity to add a massive layer of value to your startup
  9. 9. What’s Branded Journalism? The art of applying story telling and building narratives to support and reflect a brand’s values…
  10. 10. Having a body of work separates your startup… all vying for attention
  11. 11. WHO’S HERE? • Need 3 volunteers / 2 minutes each • What’s your story? • What makes you interesting? • How do you….?
  12. 12. 50 years
  13. 13. The Four Coders
  14. 14. Coders & StoryTellers
  15. 15. The Coders & StoryTellers of New Orleans
  16. 16. Rock & Jazz Music is code.
  17. 17. MENTORING •Speaking / Writing / Observing / Watching • Geekdom - San Antonio • TechLoft -Tel Aviv • TechStars Cloud - San Antonio • MexicanVC (500 Startups) - Mexico City • Microsoft Azure -Tel Aviv
  18. 18. GOOD NEWS :) •Very low cost / no cost to create a start-up •Big Idea •Core team •Strong will •Servers / hosting
  19. 19. BAD NEWS :( •Someone in NewYork, Madrid, San Francisco, Singapore,Tel Aviv, Mumbai is thinking the same thing as you are :( •Hard to have a defensible position •Hard to protect your IP •Getting traction is tough
  20. 20. QUALITIESTHEN... •Strong Intellectual Property •Defensible technology •Strategic investors like Intel,AT&T, Cisco, Motorola •Traditionally,VC funded
  21. 21. QUALITIES NOW •No Intellectual property •Nothing really defensible •Strategic investors & partners - Friends, Family,Angels, 500 Startups, Google, Intel, etc. •Up until recently....No funding, or angel, micro, friends & family funding •Easy to run a virtual company... no real address, presence from a co- working space and an IP phone number
  22. 22. THE WORLD AS WE KNEW IT •Hardware •Software •Telecom •Security •Bio Sciences Go to School Go to College / University Summer Job Travel Go to Work
  23. 23. THE WORLD AS WE KNOW IT •Consumer Web •Mobile •SaaS •Subscription •eCommerce High School Start-Up GapYear Start-Up Year ofTravel College / University Start-Up Work Startup Quit Day Job Startup
  24. 24. The new tools of building your startup
  25. 25. Technology Stack LAMP Java Python OpenStack Ruby AWS
  26. 26. StoryStack Blog YouTube Instagram Twitter LinkedIn SoundCloud FaceBook
  27. 27. WHY • Builds a new type of defensible position • Your body of work helps you define who you are • Media can discover and cover you • Can lead to new types of unexpected deal flow
  28. 28. StoryStack Story Narrative Voice Engagement Discovery
  29. 29. STORY • Sets the stage for the heart and soul of your company • Builds and expresses culture • Attracts customers, partners, media, etc
  30. 30. VOICE • Techie • Businesslike • Expert • Fun • Leader
  31. 31. NARRATIVE • Connected events • Gluing your story together • Ties your channels together • Helps you express, connect and engage with your ecosystem
  32. 32. ENGAGEMENT • Lets you listen • Give your customers / partners a voice • Enables amplification of your story • Which can lead to….
  33. 33. DISCOVERY • An act of faith • People are searching for you • Let them discover you • Find others • Get discovered, covered by media
  34. 34. content (curated, contributed, posts) socialcommenting writing Branding your startup with content adds a unique layer of value Your Startup’s Voice
  35. 35. BRANDED JOURNALISM EXAMPLES…. • News • Content • StoryTelling • Media
  36. 36. WHAT’SYOURVOICE ? • Techie • Fashion • Sports • Music • Culture
  37. 37. EXECUTION… • Agree to some basic milestones • Don’t be afraid to write • Don’t publish until you feel comfortable doing so • Build out an editorial calendar • Share the responsibility with your co-founders
  38. 38. EXECUTION • Decide on the outposts (channels) • Allow 90 days to get the process going • Use stock tools • Your SmartPhone is a very powerful story telling platform
  39. 39. SUGGESTED READING ! • www.adweek.com/topic/branded-content • www.digiday.com • www.battellemedia.com • www.ragan.com • all photos (except forThe Beatles, BB King, etc) by me.
  40. 40. ThankYou. alan@weinkrantz.com www.alanweinkrantz.com about.com/alanweinkrantz
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