how to attract capital in a changing world
Post on 11-Apr-2017
224 Views
Preview:
TRANSCRIPT
BD-Insider
HOW TO ATTRACT STARTUP CAPITAL IN A
CHANGING WORLD
Baldwin Berges BD-Insider.com
BD-Insider
Being remarkable is no longer optional…
…because investors are faced with more opportunities than
ever before
BD-Insider
The world is a crowded & noisy place…
…make it easy for investors to discover you!
BD-Insider
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.
BD-Insider
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.
BD-Insider
Equipping the investorApart from the ‘WHY’ of your proposition, there are 4 things investor absolutely need to know before they are confident to take things further
1 Execution2 Upside3 Downside4 Exit
BD-Insider
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
BD-Insider
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.
BD-Insider
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
BD-Insider
So how do you keep the investor’s attention and curiosity alive?
BD-Insider
BD-Insider
What can we learn from the true attention experts?
BD-Insider
The art of scriptwriting
BD-Insider
The power of stories
BD-Insider
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!
BD-Insider
There is a formula for telling stories that get attention!
BD-Insider
There is no story without characters
Business is personal
So, WHO are you?
BD-Insider
?WHY WE DO WHAT WE DO
19
MTPMassively Transformative Purpose
BD-Insider
Underdog power
BD-Insider
But our Story is way too Boring!
As long as there are interesting characters are involved, there are no bring stories
Making a lasting first impression
BD-Insider
Essential Story Elements
WHO MTP WHY
UNDERDOG UPSIDE
DOWNSIDEEXIT
BD-Insider
WHO
MTPWHY
UNDERDOG
UPSIDE
DOWNSIDE
EXIT
+ +
+
CALL TO ACTION
Presentation Structure
BD-Insider
WHOIntroduce 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
BD-Insider
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
BD-Insider
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?
BD-Insider
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
BD-Insider
The main purposeinitiate an ongoing dialogue
CALL TO ACTION
Capture the prospect’s email and get permission to continue
BD-Insider
Now that we have the investor’s attention
We need to provide them with the rest of our story
BD-Insider
From the investor’s point of view, preparing for an
investment is very much like a journey of discovery.
BD-Insider
The investor’s journey
BD-Insider
Equip!investors with insights to to make confident, well researched decisions.!
This is how we earn trust
BD-Insider
But how do we take the investor on this journey?
BD-Insider
Map the journey.
Reflect the journey with useful content
Build a sequence to deliver the content at the right time
along the journey
BD-Insider
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
BD-Insider
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.
BD-Insider
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
BD-Insider
The method in action
The trailer
The follow-up
BD-Insider
For more insights about this
visit BD-Insider.comBD-Insider.com
BD-Insider
Thank you!
top related