7. •No success with Angels and
VC’s especially rural
•No success with bank lending
•No success with others
•People dont understand how
great the opportunity is
From the Entrepreneurs view:
8. •Its not what they want
• wrong niche, not their sweet spot
• not viable, money not right
•They dont understand what the
opportunity is
•They can’t find your opportunity
•Credibility is lacking
From the Investors view:
9. •Personal interest in your idea
•Supporting a cause or interest
•Sense of commmunity
•Ability to engage in an
entrepreneurial venture
Investors may find you
attractive because:
25. AGGREGATING PLATFORM
ASSOB Contacts
Sponsor Contacts
Professional Investors
Sophisticated Investors
Overseas Investors
Founder contacts
Director contacts
SuppliersCustomers
Industry leaders
Personal Contacts
Celebrities
Affinity Groups
Industry niche fans
Company followers
Self Managed Super Funds
Angel Investors
VC’s
28. • Selling a portion of
your business
• Needs a professional
sales and marketing
campaign
• Not just about the
offer document
• Right messages
• Right time
• Right people
29. All Stakeholders are
fully aware of the
people, events and
actions needed to
have a successful
capital raising
Outcome for
today:
32. 1.A Convincing, Compelling,
Credible Story
2.A Balanced, Passionate,
Capable and Likeable
Team
3.Lots of Suitable People to
share the story with and
engage
4. Impressive Credibility for
the team and story
5.Lots of Compliant Ways
and Means to tell the story
5 Essentials for a good Capital Raising
STORY
FOLLOWERS
TEAM
AGGREGATING
PLATFORM
35. 1. Narrative 2. Elevator Pitch
Two types of stories that will
support the capital raising
36. Elevator Pitch
– Silicon Graphics
• FOR post-production engineers (customers)
• WHO ARE DISSATISFIED WITH the limitations of
traditional film editors (market alternative)
• OUR workstation is a digital film editor (new
product category)
• THAT lets you modify film images any way you
choose (problem -solving capability)
• UNLIKE workstations from SUN, HP or IBM
(product alternative)
• WE HAVE ASSEMBLED all the interfaces needed
for post – production film editing (product features)
An example
37. 1. FOR (your target customers – tighter the niche
the better)
____________________________________
2. WHO ARE DISSATISFIED WITH (the current
market alternative)
______________________________________
3. OUR PRODUCT IS (new product category)
______________________________________
4. THAT PROVIDES (key problem - solving
capability)
______________________________________
5. UNLIKE (the product alternative),
______________________________________
6. WE HAVE ASSEMBLED (key whole product
features for your specific application)
______________________________________
38. 1. FOR (your target customers – tighter the niche
the better)
____________________________________
2. WHO ARE DISSATISFIED WITH (the current
market alternative)
______________________________________
3. OUR PRODUCT IS (new product category)
______________________________________
4. THAT PROVIDES (key problem - solving
capability)
______________________________________
5. UNLIKE (the product alternative),
______________________________________
6. WE HAVE ASSEMBLED (key whole product
features for your specific application)
______________________________________
2
42. Balanced Passionate LikeableTeam
Charismatic Front Person
Credible Board of Directors
Press and Social Media Person
Graphic Design Person
Document &Video Person
Building a Balanced, Passionate,
Capable and Likeable TeamTEAM
55. Credibility
To support the Story
• Milestones achieved
• Passionate customers
• Industry experts endorsement
• IP Secure
• Desirable exit
To back up the Team
• Directors with relevant credentials
• Technical ability
• Marketing and Business ability
56. •Due diligence on company
•Due diligence on directors
•Director statements to obtain details
about bankruptcy, insolvency,
creditor situations
•Review of material contracts to ensure
they exist and are signed agreements
•Review of IP / most relevant domain
name to ensure that the IP is in
the correct entity
ASSOB D/D
58. Gathering Credibility
Secure IP, Patents, Know how
Industry Experts that Endorse us
Support for Valuation
Board Members
High Profile InvestorsAwards, Milestones Achieved to date
Strategic Partners/ Customers
Exit Alternatives
To support the Story
To back up the Person and Team
STORY
TEAM
CAPABILITY
CREDIBILITY
CREDIBILITY
75. 1.A Convincing, Compelling,
Credible Story
2.A Balanced, Passionate,
Capable and Likeable
Team
3.Lots of Suitable People to
share the story with and
engage
4.Lots of Compliant Ways
and Means to tell the
story
4 Essentials for a good Capital Raising
STORY
FOLLOWERS
TEAM
AGGREGATING
PLATFORM
76. AGGREGATING PLATFORM
ASSOB Contacts
Sponsor Contacts
Professional Investors
Sophisticated Investors
Overseas Investors
Founder contacts
Director contacts
SuppliersCustomers
Industry leaders
Personal Contacts
Celebrities
Affinity Groups
Industry niche fans
Company followers
Self Managed Super Funds
Angel Investors
VC’s
77. • Lets look at a Successful Capital Raising
• Started by a passionate individual
• In this case the “Shirtless Dancing Guy”
• Gathers a “first follower”
• Followers assist
• Social proof builds momentum
78. Friends &
Family
Followers of the Business
ASSOB, Sponsor, Lists, Contacts,
Locals, Investors, Media Generated
Fans of the Business
Affinity & Niche groups, Tribes etc
87. Emotional Rational
Connection No connection
Founders
Shareholders
Directors
Management
Accountant
Lawyer
Advisory Board
Capital
Raising
Team
Friends
Family
Fans
Followers
Friends - of - Friends,
Family, Fans and
Followers
Those with
strong personal ties to
the fund
raisers or niche
Personal
connection
depends on an
introduction or
specific link
Friends - of - Friends - of -
Friends
No personal
connection to the fundraisers
1st
Level
2nd
Level
3rd
Level
Angels, VC’s, Family Offices,
Private Investors, Govt. Grants,
Sophisticated Accredited
Professional
Affinity & Interest Groups,
Niche Players and Tribes
SMART MONEY
Story
Capital
Raiser
Prospective
investors
Prospective
investors
Prospective
investors
Affinity & Interest Groups,
Niche Players and Tribes
AFFINITIES AFFINITIES
88. AGGREGATING PLATFORM
ASSOB Contacts
Sponsor Contacts
Professional Investors
Sophisticated Investors
Overseas Investors
Founder contacts
Director contacts
SuppliersCustomers
Industry leaders
Personal Contacts
Celebrities
Affinity Groups
Industry niche fans
Company followers
Self Managed Super Funds
Angel Investors
VC’s
89. No connection
Founders
Shareholders
Directors
Management
Accountant&Lawyer
Advisors
ASSOB / Sponsor
Funding Team
Angels, VC’s, Family Offices,
Private Investors, Govt. Grants,
Sophisticated Accredited
Professional
SMART MONEY
Prospective investors Prospective investors
Influencers
Motivation
Socially motivated Product / Business interest Affinity through niche interest Financially motivatedS p A F
Enter key team
members above who
have connections
92. • Company established in 2006
• ASSOB:PRE
• Extremely High Pressure
Processing (more pressure than the
bottom of the ocean!)
• No cooking, heating or chemicals
• Contracts now with Woolworth's,
Coles and other ‘majors’
• Interesting Investor Meetings
factory visits and taste-testing on
the boardroom table
92
93. Thank you
Presented by Paul Niederer, C.E.O. ASSOB
paul@assob.com.au +61 411 968 362
Request a
copy of the
presentation
#paulniederer /paulniederer
