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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StoryStack: The Role of Narrative and Story Telling in Your Startup
- 1. STORYSTACK The Role of Narrative and StoryTelling inYour Startup The IdeaVillage / New Orleans March 26, 2014
- 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. 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. Background…
- 5. ABOUT • Tech PR / Branded Journalism • 30+ years…. been through major shifts & cycles • U.S. and Israel • 2nd time at IdeaVillage
- 12. Client Work 60% ! Mentoring /Volunteer 20% ! Branded Journalism 20% My Mix….
- 13. YES, I’M ON… • Twitter • Facebook • LinkedIn • Instagram • SoundCloud • YouTube
- 14. As story tellers you have the opportunity to add a massive layer of value to your startup
- 15. What’s Branded Journalism? The art of applying story telling and building narratives to support and reflect a brand’s values…
- 16. Having a body of work separates your startup… all vying for attention
- 17. WHO’S HERE? • Need 3 volunteers / 2 minutes each • What’s your story? • What makes you interesting? • How do you….?
- 18. 50 years
- 19. The Four Coders
- 21. The Coders & StoryTellers of New Orleans
- 22. Rock & Jazz Music is code.
- 23. MENTORING •Speaking / Writing / Observing / Watching • Geekdom - San Antonio • TechLoft -Tel Aviv • TechStars Cloud - San Antonio • MexicanVC (500 Startups) - Mexico City • Microsoft Azure -Tel Aviv
- 24. GOOD NEWS :) •Very low cost / no cost to create a start-up •Big Idea •Core team •Strong will •Servers / hosting
- 25. 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
- 26. QUALITIESTHEN... •Strong Intellectual Property •Defensible technology •Strategic investors like Intel,AT&T, Cisco, Motorola •Traditionally,VC funded
- 27. 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
- 28. 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
- 29. 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
- 30. The new tools of building your startup
- 33. 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
- 35. STORY • Sets the stage for the heart and soul of your company • Builds and expresses culture • Attracts customers, partners, media, etc
- 36. VOICE • Techie • Businesslike • Expert • Fun • Leader
- 37. NARRATIVE • Connected events • Gluing your story together • Ties your channels together • Helps you express, connect and engage with your ecosystem
- 38. ENGAGEMENT • Lets you listen • Give your customers / partners a voice • Enables amplification of your story • Which can lead to….
- 39. DISCOVERY • An act of faith • People are searching for you • Let them discover you • Find others • Get discovered, covered by media
- 40. content (curated, contributed, posts) socialcommenting writing Branding your startup with content adds a unique layer of value Your Startup’s Voice
- 41. BRANDED JOURNALISM EXAMPLES…. • News • Content • StoryTelling • Media
- 54. WHAT’SYOURVOICE ? • Techie • Fashion • Sports • Music • Culture
- 55. 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
- 56. 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
- 57. 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.