{"id":6153,"date":"2023-07-21T22:42:45","date_gmt":"2023-07-21T22:42:45","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/how-storytelling-can-help-you-craft-an-investor-pitch-that-stands-out\/"},"modified":"2023-07-21T22:42:45","modified_gmt":"2023-07-21T22:42:45","slug":"how-storytelling-can-help-you-craft-an-investor-pitch-that-stands-out","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=6153","title":{"rendered":"How Storytelling Can Help You Craft An Investor Pitch That Stands Out"},"content":{"rendered":"
\n

By Nathan Beckord<\/em><\/strong><\/p>\n

Every superhero needs an origin story. Robbie Crabtree\u2019s is just a bit more Atticus Finch than Spider-Man.<\/p>\n

Before he launched Founder Fundraising, Robbie spent seven years in the courtroom\u2014<\/em>litigating everything from gang and cartel violence to capital murders and child abuse. That\u2019s when he began using the term \u201ccompetitive storytelling,\u201d which is now the name of Founder Fundraising\u2019s parent company. As any courtroom drama fan can attest, attorneys on both sides need to persuade with facts and also make emotional appeals.<\/p>\n

With a mission to empower startup founders along their fundraising journeys, Founder Fundraising trains entrepreneurs to become “chief storytelling officers,\u201d by honing their ability to communicate and connect with investors.<\/p>\n

<\/fbs-ad><\/p>\n

Read on for Robbie\u2019s takes on creating a memorable opening hook, shaping a narrative, and drafting a pitch deck, while staying grounded throughout the process.<\/p>\n

Sharing your journey with investors<\/strong><\/h2>\n

Your founder story<\/strong><\/h3>\n

First things first: the \u201cfounder story\u201d (a personal narrative) and the \u201cvision story\u201d (the \u201cwhat\u201d and \u201cwhy\u201d about a company) are two different things, says Robbie.<\/p>\n

Robbie\u2019s own founder story coalesced when he realized that courtroom litigation skills could be taught and polished public speaking can make all the difference when closing a deal. \u201cInstead of living in the world of nightmares, which is where lawyers tend to live, I said, Why don’t we live in the future where dreams are being built?<\/em>\u201d he explains, adding that founders and venture capitalists are both big dreamers. In 2020 he began sharing his hard-won insights with other entrepreneurs, and Founder Fundraising was born.<\/p>\n

In his experience, Robbie has observed that founders don\u2019t leverage their own journeys nearly enough. That\u2019s a big mistake, because most investors bet on the founders themselves, not just the products or companies. He sees a compelling origin story as a way to connect with investors and <\/em>begin building strong, trust-based relationships.<\/p>\n

Robbie advises beginning your founder story by identifying what makes you special. How did you get to the place you are now? Why do you care about the particular problem your product solves?<\/p>\n

\u201cThose seem like very simple questions, but they allow a founder to do really deep and meaningful work,\u201d he says. Ultimately, the founder story illustrates three facets of an individual\u2019s personality and background: how they think, how they see the world and their heart, and \u201chow they feel and who they really are,\u201d Robbie explains. \u201cIt creates a level of trust between the founder and the investor.\u201d<\/p>\n

If you\u2019re unsure where to begin, \u201cstart when you were ten,\u201d he suggests. (Ten is the age that evokes childhood most to Robbie.) \u201cDon’t type it; turn on a recorder, whether it’s video or an audio recorder, and just speak out your answer.\u201d This tactic typically nets 20 to 60 minutes of content that can become a concise, evocative, and unforgettable personal history.<\/p>\n

Your vision story<\/strong><\/h3>\n

Your second story is the \u201cvision story,\u201d which should be focused on what Robbie calls emotional storytelling<\/em>. \u201cThe vision story paints the big picture,\u201d he says. \u201cA founder should not try to prove they are right<\/em>.\u201d Instead, Robbie explains, founders should pique investors\u2019 curiosity and suggest something more profound: \u201cWhat if<\/em> I’m right?\u201d<\/p>\n

Ideally, you want a potential funder to imagine themselves in a powerful position: On the right side of history. The one who saw it coming. The one who gambled and won.<\/p>\n

But emotional storytelling isn\u2019t a step-by-step blueprint for the journey, from unseasoned startup to an IPO and\/or an epic exit. Inevitably, every founder will experience pushback, objections, and skepticism. The anecdote is to appeal to investors\u2019 deeper motivations. If they didn\u2019t want to make an impact (and make money), they wouldn\u2019t be in the venture capital game. So make your pitch big, bold, and ambitious. \u201cThat’s how we get venture capitalists excited to join the journey,\u201d Robbie notes.<\/p>\n

Telling your two stories<\/strong><\/h3>\n

The founder story and the vision story should function as two stand-alone stories that can be told independently, but Robbie recommends structuring them so they can also be told as one narrative. A founder\u2019s origin tale should lead into<\/em> an engaging account of the larger vision; making the transition between the two stories seamless is fairly easy.<\/p>\n

Robbie explains that we are acculturated to cliffhangers in movies and TV, and in the startup world \u201cwe invite the investor to say, Tell me more about that.<\/em>\u201d He thinks it\u2019s a great way to \u201cdismount\u201d from one\u2019s personal story and leap into pitching the company itself.<\/p>\n

More articles from <\/strong>AllBusiness.com<\/strong>:<\/strong><\/p>\n

Perfect your deck: Crafting a winning investor pitch<\/strong><\/h2>\n

A compelling pitch needs a well-crafted deck. However, Robbie warns against following a preset formula for this or any other aspect of fundraising. Every founder and every company is different, so cookie-cutter, fill-in-the-blank approaches usually fail. One founder might have a personal story that\u2019s tied directly to their startup\u2019s product or service. Another company might have a value proposition that\u2019s very much of the current moment\u2014an attention-grabbing \u201cwhy now\u201d appeal to investors.<\/p>\n

However, Robbie has strong opinions about what a deck should (and should not) do:<\/p>\n

Do: Start strong with an opening hook<\/strong><\/h3>\n

Think of the first slide in your pitch deck as priceless real estate. Your opening salvo has to be irresistible\u2014and fast. Whenever we speak, we have about three to five seconds to pique an audience\u2019s curiosity.<\/p>\n

Another deal-breaker: Anything that\u2019s too difficult to understand on its own. \u201cIf the first slide doesn’t make any sense to me, I’m done,\u201d says Robbie.<\/p>\n

Don\u2019t: Stick to the problem\/solution binary<\/strong><\/h3>\n

The classic problem\/solution structure is just too commonplace. \u201c[It] makes you sound like every other founder out there,\u201d Robbie notes. \u201cAnd the biggest thing in fundraising is to stand out to cut through the noise.\u201d<\/p>\n

Do: Plant a flag<\/strong><\/h3>\n

Early in the deck, use strong, attention-grabbing declarative statements, rhetorical questions, shocking statistics, traction numbers, or even quotes from customers.<\/p>\n

Don\u2019t: Attempt to appeal to everyone<\/strong><\/h3>\n

\u201cWe need to create filters,\u201d says Robbie. \u201cIf the story is for everyone, it’s for no one. There’s no way every investor should hear it and be like, This is amazing.<\/em> That’s just not the reality.\u201d<\/p>\n

Do: Create intrigue<\/strong><\/h3>\n

Every slide should invite investors to dig deeper: \u201cMake me say, Tell me more<\/em>,\u201d Robbie recommends.<\/p>\n

Don\u2019t: Go too text-heavy<\/strong><\/h3>\n

Decks that are too overloaded with text are a recipe for \u201cfractured attention,\u201d says Robbie. \u201cWhen you’re also speaking, the human brain can’t keep up.\u201d<\/p>\n

Presenting your pitch deck<\/strong><\/h2>\n

The headline (or title) of each slide should do its part to express the story arc of your entire presentation. If you physically printed your deck and dropped it on the ground, Robbie says anyone should be able to pick it up and put it back in the correct order just from the headlines alone.<\/p>\n

The very first slide usually features a startup\u2019s one-line description or tagline\u2014which is \u201csuper important to really nail down,\u201d Robbie adds. \u201cOne of my favorite ones . . . was \u2018We\u2019re like Mary Poppins, but for space.\u2019 You wouldn’t know exactly what it is, but it’s enough to want to learn more.\u201d (If you\u2019re curious, too, the U.K.-based company helps manufacturers deliver goods via a parachute-like device\u2014\u201cwhimsical and true to who the founder is,\u201d says Robbie.)<\/p>\n

Although he admits that it\u2019s a \u201chighly opinionated approach,\u201d Robbie prefers pitch decks to be used as a \u201cfollow-on tool.\u201d The initial meeting between a founder and potential funder shouldn\u2019t be a pitch. Instead, he says founders should equip investors to become their champions and let them<\/em> do the storytelling as they move to the next stage.<\/p>\n

Now that\u2019s <\/em>a pitch-perfect strategy.<\/p>\n

About the Author<\/strong><\/p>\n

Nathan Beckord is the CEO of <\/em>Foundersuite.com<\/em>, which makes software for startups raising capital. Nathan is also the CEO of <\/em>Fundingstack.com<\/em>, which is a new platform for VCs and investment bankers to both raise capital and assist clients and portfolio companies. Users of these platforms have raised over $9.7 billion since 2016.<\/em><\/p>\n

RELATED: <\/strong>How to Create a Winning Pitch Deck for Investors: Tips From a Presentation Coach<\/strong><\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

By Nathan Beckord Every superhero needs an origin story. Robbie Crabtree\u2019s is just a bit more Atticus Finch than Spider-Man. Before he launched Founder Fundraising, Robbie spent seven years in the courtroom\u2014litigating everything from gang and cartel violence to capital murders and child abuse. That\u2019s when he began using the term \u201ccompetitive storytelling,\u201d which is […]<\/p>\n","protected":false},"author":1,"featured_media":6154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-6153","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"\nHow Storytelling Can Help You Craft An Investor Pitch That Stands Out | Brandiary<\/title>\n<meta name=\"description\" content=\"By Nathan Beckord Every superhero needs an origin story. 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