Hall & CompanyTHANKYou to our SponsorsSPONSO  Thank YOU TO OUR
SELLING YOUR STORYTom Miller, Persuasive Business Plans  J.J. Richa, Trenchant Ventures, LLC
STORY is KEY
In preparing forbattle I have alwaysfound that plans are    useless, but     planning is   indispensable
Think it Through!
CAN YOU                     MAKE,                    MARKET,                      AND                     SELL? WILLPEOPLE...
YOUR SALES TOOLKIT            And Financial Model
BEGIN WITH THE PROBLEM                                05Can you ever have enough storage on yourdigital media or can they ...
BETTER, CHEAPER, FASTER                                10Our patented blue laser diodes can dramaticallyincrease capacity ...
MARKET SIZE & REVENUE MODEL                                 19The market for these components in optical storage and commu...
THE TEAM IS CRITICAL                              24Our team has profitably produced red diodes           for the past 5 y...
WHAT DO YOU NEED?                                   34To date, we’ve raised $6 million at a $24 millionvaluation. Blue Lig...
PowerPoint is the Illustrations
12 slides is all you need1.   Cover Page        7.    Customers/Revenue     Introduction            Model2.   Overview    ...
Company NameBrief Business Description / Tag Line Presenter Name and Contact Info          Good Example: “Autonomy Dominat...
Overview • Who are you? • What is your role at the company? • Why are you here? (i.e. how much you are   raising?) • How l...
The Problem •   What is the problem you are solving? •   Describe the pain points you are addressing •   Quantify the pain...
Market Size  •   How big is the problem you are solving?  •   Can you quantify it?  •   Use a ‘Bottoms up’ approach  •   A...
Team • List key team members and brief history • Highlight former work together and the length of the   professional relat...
Technology/Solution•  What stage are you at?•  Pictures of your product / technology in action•  Screen shots of your soft...
Customers/Revenue Model•   Who are your customers?•   Define verticals•   Identify existing clients•   What is your pricin...
Go to Market • How will you reach your customers in an   economical way? • What is your distribution strategy? • What chan...
Competition • Who are your main competitors? • How are they currently addressing the problem   you are solving? • In which...
Financials• Provide financial information for current year  and previous year• Provide 5 year forward looking projections•...
Milestones• What stage are you at?• How much have you raised to date?• Who have you raised from?• What have you accomplish...
Summary • This is the highlight of the story you are   telling... • What you are doing • What problem you are solving • Wh...
Appendix• Detailed Financials• Detailed competitive landscape• Detailed value/customer, cost/customer• Technology/IPIn cas...
Presentation Delivery• Know your deck – own your deck• Be flexible – know where your slides are• Don’t read the bullet poi...
Sample Presentations by VCs• Baris Karadogan-  http://baris.typepad.com/venture_capitalist/200  6/11/pitching_to_vcs.html•...
In preparing forbattle I have alwaysfound that plans are    useless, but     planning is   indispensable
And Financial Model
External FactorsProduct / Service Implementation            ResourcesOffer
And Financial Model   Income Statement     Balance SheetStatement of Cash Flows
Selling your story
Selling your story
Selling your story
Selling your story
Selling your story
Selling your story
Selling your story
Selling your story
Selling your story
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Selling your story

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Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.

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  • (show during the registration and networking portion of the event)
  • TCVN Introduction
  • Ask about remembering stories versus presentationsStory is key – I believe that we are HARD WIRED to respond to STORY - PERSONAL HISTORY AND THOUGHT PROCESS
  • The Same is True For Business PlanningYou MUST do the HARD WORK of PLANNING BEFORE starting to look for funding.It is the planning that enables you to PIVOT.
  • In other words, . . ..
  • Why do we do this?Win – the funding gameWin – the execution gameTeam + Idea; another whole presentation on building a credible team; this focuses on the idea (Story)
  • AddressRisk and How You Will Mitigate
  • How much money do you need (result of the financial model)when (milestones)what type (debt, equity, mix) who is selling it (active investors / lenders)what price (valuation)We could go more in depth, but that is a subject for another month . . . .
  • Overview Four tools in the toolkit Sequence – Pitch; Summary; Deck; Plan & Model Definition of each tool 30 to 60 second VERBAL overview 2 page (no more) WRITTEN overview 12-15 slides VISUAL overview 20 – 40 pages plus excel spreadsheets – the DETAILS When and Why to use the tool Any time – get them interested ONLY if they have expressed an interest Face to Face meeting Support Due Diligence; Budget; Accountability (do what you side you were going to do) The expected results for the use of each tool Ask for more information (e.g. the executive summary) Ask for a face to face meeting (like a personal resume – the interview, not the job) Ask to begin due diligence Get funded!
  • This is a workshop – not a lecture – each of you should give us your best 30 second shot –JJ and Tom will start it off and lead by example.
  • Business ResumeSales Brochure – not the Plan (Owner’s Manual)
  • What this Covers –2 (hand out copies) – we should get 2 to 6 different ones, put them in plastic for handing around.Begin with describing the problemHow you solve it – better, cheaper, faster?Do you have product/service and have customers?How big is the market? And what can you capture?What’s your revenue model?Discuss the management teamDistribution modelCompetitors and how do you compare?Financial projectionsDid you/team put any hard cash into it?Ask for the right amount of moneyDiscuss current/pre-money valuationUse lots of bullets and facts – no narration
  • Remember when I said that story was key?Well PowerPoint should NOT tell the whole story Refer to class; Death by PowerPoint presentation on Slide Share.
  • Tom’s Section – Reiterate the fact that the process is really more important than the documents, but the documents MUST make sense.
  • Word and Numbers – MUST match
  • Bottom up3 to 5 yearsThink it through3rd Party
  • Selling your story

    1. 1. Hall & CompanyTHANKYou to our SponsorsSPONSO Thank YOU TO OUR
    2. 2. SELLING YOUR STORYTom Miller, Persuasive Business Plans J.J. Richa, Trenchant Ventures, LLC
    3. 3. STORY is KEY
    4. 4. In preparing forbattle I have alwaysfound that plans are useless, but planning is indispensable
    5. 5. Think it Through!
    6. 6. CAN YOU MAKE, MARKET, AND SELL? WILLPEOPLEBUY IT? CAN YOU DEVELOP IT?
    7. 7. YOUR SALES TOOLKIT And Financial Model
    8. 8. BEGIN WITH THE PROBLEM 05Can you ever have enough storage on yourdigital media or can they ever be fast enough?
    9. 9. BETTER, CHEAPER, FASTER 10Our patented blue laser diodes can dramaticallyincrease capacity and decrease transfer speeds.
    10. 10. MARKET SIZE & REVENUE MODEL 19The market for these components in optical storage and communication exceeds $4.0 billion per year. We’ll tap into this market through licensing, distributors, and direct sales.
    11. 11. THE TEAM IS CRITICAL 24Our team has profitably produced red diodes for the past 5 years.
    12. 12. WHAT DO YOU NEED? 34To date, we’ve raised $6 million at a $24 millionvaluation. Blue Light is seeking $5 million to finishour R & D and ramp up sales and marketing efforts.
    13. 13. PowerPoint is the Illustrations
    14. 14. 12 slides is all you need1. Cover Page 7. Customers/Revenue Introduction Model2. Overview 8. Go to Market3. Problem 9. Competition4. Market 10. Financials5. Team 11. Milestones6. Technology 12. Summary Solution
    15. 15. Company NameBrief Business Description / Tag Line Presenter Name and Contact Info Good Example: “Autonomy Dominates Enterprise Search”
    16. 16. Overview • Who are you? • What is your role at the company? • Why are you here? (i.e. how much you are raising?) • How long have you been in business? • How much have you raised and from whom? • What are some major milestone reached so far? An investor wants to know why he/she should belistening to you. This is a good place to summarize the status of your company
    17. 17. The Problem • What is the problem you are solving? • Describe the pain points you are addressing • Quantify the pain and how deep it is • Why does the problem exist? • Why has no one solved this before? • What barriers exist? • Why are you addressing them? • What advantages do you have in solving this problem?You want an investor to understand that your company issolving a problem that really exists and that you have the qualifications to solve it
    18. 18. Market Size • How big is the problem you are solving? • Can you quantify it? • Use a ‘Bottoms up’ approach • Are there any references?Investors want to know that this is a good opportunitythat they can build a big business around. You need to show that the market is significant enough.
    19. 19. Team • List key team members and brief history • Highlight former work together and the length of the professional relationships • Highlight former startups or corporate experience • Emphasize successes and/or relationships obtained that can be leveraged as potential customers, advisors, or future acquirers. • Especially highlight experience in venture backed companies with successful sale/IPO • Are there any gaps in your team that this funding will help to fill? • Indicate total amount of FTEs In this slide, you want to show why you are relevant.Link the team’s skills/experience to the problem you aresolving. No need to go too deep except to answer above points plus any name-brand affiliations that addcredibility. Add Board Members and existing investors to add credibility and references.
    20. 20. Technology/Solution• What stage are you at?• Pictures of your product / technology in action• Screen shots of your software (if applicable)• Infrastructure before/after your technology is implemented• Visual/chart on how your technology works• Say what your primary product does (e.g. ‘XYZ will enable virtual environments to be used for project sharing across different countries.’)• Say how this is an improvement (e.g. ‘This will allow for an average time savings of 30 minutes/day for every FTE.’)• You willtechnology defensible? what your solution does Is your want to focus more on vs. how it does it. Talk about the benefits - not justfeatures, and don’t go too deep on technical details unless the investor shows a real interest or asks.
    21. 21. Customers/Revenue Model• Who are your customers?• Define verticals• Identify existing clients• What is your pricing model?• What is the LTV of your customers?• How profitable are these customers?Investors want to know who is buying your product andwhy. They also want to understand the economics of the customer and how much they are worth. Investors are interested in companies who have momentum.
    22. 22. Go to Market • How will you reach your customers in an economical way? • What is your distribution strategy? • What channels will you use? • Are there key partnerships you have locked up? • How are you planning to build momentum?No investor likes to spend money going to market the old- fashioned way (paying for awareness and a large direct sales force) – What resources/partnerships can you use to get there faster/cheaper??
    23. 23. Competition • Who are your main competitors? • How are they currently addressing the problem you are solving? • In which key ways is your product superior? • Where are your competitors in the development stage? (behind you in development or major established market players?) • What direction are they moving with their technology? • What IP protection do you have?An investor wants to know that you know the space very well,they are depending on you to be the expert. You need to be up and to the far right (referring to X/Y graph)!
    24. 24. Financials• Provide financial information for current year and previous year• Provide 5 year forward looking projections• Provide top line revenues, costs, and margin figures• Summarize again how you plan to execute on this planAn investor wants to know that you understand howmuch cash is required to break-even and that this is agood business that they will be able to make money through their investment.
    25. 25. Milestones• What stage are you at?• How much have you raised to date?• Who have you raised from?• What have you accomplished with the funding raised so far?• How much are you looking for now?• What milestones will you achieve with the funding you are looking for?• How long will those funds last (24 months, to profitability, etc.)An investor wants to know you are scrappy and that youhave skin in the game. They also wants to know whether or not there will be additional rounds of financing.
    26. 26. Summary • This is the highlight of the story you are telling... • What you are doing • What problem you are solving • Why it is such a big problem • Why your solution is the best solution • Why your team will be the one to succeed • Why this investor is the right one for youRecap the key elements of your presentation that wouldlead the investor to believe this is a great opportunity to invest in and to bring you back for a second meeting. Don’t be afraid to ask for the next meeting.
    27. 27. Appendix• Detailed Financials• Detailed competitive landscape• Detailed value/customer, cost/customer• Technology/IPIn case investors have more in depth questions, you should have extra information available in the appendix section
    28. 28. Presentation Delivery• Know your deck – own your deck• Be flexible – know where your slides are• Don’t read the bullet points – have a conversation• Use visuals / logos /graphics• Preparation: Do your homework and know your audience• Ask questions (e.g. any competing deals they are looking at?)• Take notes• No more than two of you should present Practice, practice, practice and let your enthusiasm and passion show!
    29. 29. Sample Presentations by VCs• Baris Karadogan- http://baris.typepad.com/venture_capitalist/200 6/11/pitching_to_vcs.html• Marc Friend – http://docs.google.com/Present?docid=dxhqvmk _18dh32shgz&skipauth=true• Dave McClure - http://500hats.typepad.com/500blogs/2009/03/ how-to-pitch-a-vc-aka-startup-viagra-how-to- give-a-vc-a-hardon.html
    30. 30. In preparing forbattle I have alwaysfound that plans are useless, but planning is indispensable
    31. 31. And Financial Model
    32. 32. External FactorsProduct / Service Implementation ResourcesOffer
    33. 33. And Financial Model Income Statement Balance SheetStatement of Cash Flows
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