Once Upon A StartupTurning Your Pitch Into a Great Story

Like most kids growing up I asked a lot of questions.

Why is there fuzz on a tennis ball ?

What’s so magic about magic markers?

Why are barns red?I got put to bed early a lot.

There was only one thing I loved more than asking questions. And that was stories. I still do.

What do I know about what makes great startup pitches?

Not Much.

So I went exploring. And talked to people who did.

How much does story have to do with a great pitch?

Everything.

“Most people care the most about the things that touch, move, and inspire them. They make decisions based on emotion, and then look for the facts that

support these decisions. Thus it behooves every entrepreneur to learn how to craft stories from their personal experience and the world at large that make an emotional connection, as well as tie in the facts.”

- Mark Evans, Forbes Contributor

Emotion and gut are a big part of angel investing.

- Joy Lindsay, Investor

Likeability.

“I’m compelled to go to the next step with people I like.”

- Joy Lindsay, Investor

“I’m compelled to go to the next step with people I like.”

- Joy Lindsay, Investor

I don’t listen to ideas. I listen to people.- Cem Erdem, Investor

“I’m compelled to go to the next step with people I like.”

- Joy Lindsay, Investor

I don’t listen to ideas. I listen to people.- Cem Erdem, Investor

First couple minutes in a pitch you know whether or not you are “in”.

-Sara Russick, Investor

Filtering Process

Do I like you?

Do I believe you?

How compelling is your idea?

Can you execute it?

The Protagonist is either likeable or we end up liking them because

of their story.

Likeable characters are not perfect.

Likeable characters are not perfect.

Imagination

“The best startup pitch stories ask us to use our imaginations.”

-Joy Lindsay, Investor

Stories can make you feel like a kid again. It’s that sense of discovery and wonder. It’s what entrepreneurs are about.

Anytime you can share that feeling with your audience you’ve started to capture their imagination.

- Chris Carlson, Narrative Pros

Passion

“Passion is a requirement”-Sara Russick, Investor

Why?

Passion is important to investors because:

• They need to know you are going to be able to evolve your company.

Passion is important to investors because:

• They need to know you are going to be able to evolve your company.

• Need to know you are going to be able to continue to sell your product, motivate your employees, and form beneficial working relationships with your vendors and partners.

“If I don't think you can do this, I’m not going to invest in you. All this is conveyed through passion.”

-Sara Russick, Investor

How do you demonstrate passion?

“Make Me Care”- Cem Erdem, Investor

Okay, for reals.

Conflict - Resolution

“Keep engagement on the emotional level. You are going to solve a problem. Carry the emotional mindset to the solution. Keep it through the value proposition and into the exit plan.”

- Sara Russick, Investor

Conflict-Resolution is an opportunity for storytelling when

you don’t have a personal involvement.

Some Storytelling Tips

Keep the rabbit in sight but just out of reach. Don’tlet the hounds run past the rabbit

- Chris Carlson, Narrative Pros

Show Don’t Tell

Use data to tell your story in a stimulating way.

If you put a gun on the wall, use it.

Carry your story from your email deck through to your verbal story in pitch presentation.

Keep it consistent.

Yeah but B2C and B2B are different.

Think of B2B as a documentary.

Finish strong.-Meg Rose Dickey, Business Insider

Bring it full circle.-Chris Carlson , Narrative Pros

What’s for lunch?

Special Thanks To:Cem Erdem, Project SkywayCasey Allen, Project SkywayJoy LindsaySarah Russick, Gopher AngelsChris Carlson, Narrative ProsPatrick Donahue, DealPen