Presentation prepared by Baldwin Berges (http://www.bd-insider.com/), as part of the meet-up "Starting up in Belgium" which took place on May 13th., 2015 (http://www.meetup.com/Brussels-Entrepreneurship-and-Innovation-Meetup-Group/events/222177335/?comment_table_id=448959237&comment_table_name=event_comment)

1. BD-Insider
HOW TO ATTRACT
STARTUP CAPITAL IN A
CHANGING WORLD
Baldwin Berges
BD-Insider.com

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Being remarkable is no
longer optional…
…because investors are faced
with more opportunities than
ever before

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The world is a crowded &
noisy place…
…make it easy for
investors to discover you!

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Most ‘investors’ you meet are usually
venture capital funds, private bankers,
intermediaries or family offices.
This means they usually have no final
decision power.
They need to convince others to consider
your opportunity.

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This means you need to equip them with
compelling and comprehensive content
that will make that easy for them!
In other words you are giving the
‘investor’ a ‘mandate’ to represent you.
‘Compelling’ and ‘comprehensive’ also
means that they don’t feel like they are
risking their reputation as an advisor to
their investors.

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Equipping the investor
Apart from the ‘WHY’ of your proposition, there are 4
things investor absolutely need to know before they
are confident to take things further
1 Execution
2 Upside
3 Downside
4 Exit

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What I have learned after more than 20
years of working with investors
Even professional investors are mostly driven by emotion rather than
rational thinking.
Fear & greed drive the decision making process (eg. buying high,
selling low and FOMO).
Raising capital takes time and the only way to get results is by
keeping the attention of prospective investors by consistently
following up.
This business is personal because it depends on building trust
between individuals

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The investment landscape is
rapidly changing
Disintermediation: professional investors are losing terrain in an
increasingly peer2 peer world.
The VC myth: venture capitalist have funded less than 1% of US
startups. Most VC funds have barely even reached break-even over
the past 15 years (Harvard Business Review).
Crowdfunding and angel investor platforms are enjoying
exponential growth. These investors are essentially non-
professionals.

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The investment landscape is changing
very fast
Peer2Peer lending is one of the fastest growing industries today
thanks to a low interest rate environment and mistrust in financial
institutions
Conclusion: raising capital is increasingly about telling stories online
that are easy to understand by non-professional investors!
Capital raising is moving online so the ability to stand out and
become remarkable with digital content is key to successfully
attracting capital

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So how do you keep the investor’s
attention and curiosity alive?

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What can we learn
from the true
attention experts?

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The art of scriptwriting

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The power of stories

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Humans are more wired to
consume stories than to read,
write or even consume more
abstract ideas or concepts
And guess what?
Investors are humans!

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There is a formula for telling
stories that get attention!

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There is no story
without characters
Business is personal
So, WHO are you?

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?WHY WE DO
WHAT WE DO

19. 19
MTP
Massively Transformative Purpose

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Underdog power

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But our Story is way too Boring!
As long as there are interesting characters are involved,
there are no bring stories

22. Making a lasting
first impression

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Essential Story
Elements
WHO MTP WHY
UNDERDOG UPSIDE
DOWNSIDEEXIT

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WHO
MTPWHY
UNDERDOG
UPSIDE
DOWNSIDE
EXIT
+ +
+
CALL TO ACTION
Presentation Structure

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WHO
Introduce the character(s) so the audience
can make a human connection.
Select the right visuals of the characters
doing what they are best at.
VS

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Define the problem you are
Show the solution
MTPWHY UPSIDE+ +
Explain the MTP. What the future could be like with
the solution?
Briefly describe how the solution will make money
What is the solution worth - size of market? money

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Why is solving the problem important to you and the world
Your challenge - what do you need to avoid the downside
UNDERDOG DOWNSIDE+
How will you execute when you get what you need?
What other challenges have you overcome? What did
you learn from failure? Why is it relevant?

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EXIT
Clearly establish the financial perspective for investors
Short term exit strategy? Acquisition play, IPO?
Long term perspective. Will there be enough cash flow
for dividends?
Not clearly establishing these expectations will make
you and/or the investors unhappy

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The main purpose
initiate an ongoing dialogue
CALL TO ACTION
Capture the prospect’s email and
get permission to continue

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Now that we have the
investor’s attention
We need to provide them
with the rest of our story

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From the investor’s point of
view, preparing for an
investment is very much like a
journey of discovery.

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The investor’s journey

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Equip!investors with insights to
to make confident, well
researched decisions.!
This is how we earn trust

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But how do we
take the investor
on this journey?

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Map the journey.
Reflect the journey with
useful content
Build a sequence to deliver
the content at the right time
along the journey

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Discovery Consideration Decision
Investment
Decision
Investment
case
Investment
case
Investment
case
Investment
case
FAQ
FAQ
FAQ
FAQ
Shareable
Audiovisual
content
Online/offline
presentation
Online resource
pages
The investor’s journey

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That’s why you need a system that
will make the follow up a consistent
value-added experience for the
investor.
Raising capital is usually a lengthy
process that requires stamina.

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An automated sequence to keep an
investor dialogue alive after the first
encounter.
Equipping the ‘investor’ with content that
is easy to share with the final
decision makers

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The method in action
The trailer
The follow-up

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For more insights about this
visit BD-Insider.com
BD-Insider.com

41. BD-Insider
Thank you!