Storytelling4 Entrepreneurs Book Excerpt
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Storytelling4 Entrepreneurs Book Excerpt

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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 ...

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

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    Storytelling4 Entrepreneurs Book Excerpt Storytelling4 Entrepreneurs Book Excerpt Document Transcript

    • 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
    • iv Workbook Table of Contents
    • 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
    • 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?
    • 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
    • The Business Story 10 Tell your story in different styles to suit each audience.
    • 11 Audience PITCH TYPE PARTNERS EMPLOYEES CUSTOMERS Elevator Pitch X X X Sales Presentation X X Ad Storyboard X Business Summary X X
    • 14 The Business StoryStories “The human species thinks in metaphors and learns through stories.” — Mary Catherine Bateson Stories are ... natural.
    • 15 Where did you get the idea for your business? ANSWER THESE QUESTIONS
    • 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
    • 25 Your Turn: Words Write five words or phrases that describe your business.
    • 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
    • 45
    • 56 “Trace the connection between the characters and that way a story or plot emerges.” – Anita Desai
    • 57 The plot follows the people.
    • The Business Story 220 The Narratives Create a consistent message using multiple formats.
    • 221 Elevator Pitch Sales Presentation Ad Storyboard Strategy Summary Main Story
    • 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
    • 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
    • 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.
    • 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