Storytelling for Startups

Raising Money - turning people into Investors

Getting people to invest in you, your dream and your idea is tough. The more money you want to raise, the harder it is.

There are lots of Angel investors around in the early stages who will put up tens of thousands - but even they are picky.

You know that already - you've probably used up all of the easy ones plus all your family and friends "investors" already. Maybe that is why you're reading this!

The investor pyramid starts getting much steeper between 4 million and 10 million and by the time you are at series C the number of investors has shrunk and their scrutiny has got exponentially tougher. Are you good enough?

I've worked with some cool and focused investment banks in the past. The twin drivers of Fear and Greed underpinned much of our work - particularly when selling to Trade Buyers in industries with a small number of players because the barriers to entry are so high. But that is for established companies in finite markets. 

Over the last 7 or 8 years, I have learnt something very different about startup investors.

While startup investors REALLY like to make money, what they want much, much more is NOT to lose lose money. You could say their FOMO is less than their FOLM. 

Investors also have so much choice; it's hard for them not to think "there might be something better tomorrow". Tinder for Investor's anyone? Why invest today? There may be a better opportunity for them tomorrow. "Keep in touch."

So imagine you've found a potential investor. You've done your due diligence on them (they appear to have money, they'll talk to you, and their reputation is ok) and you've worked on your team, and you've worked on, or are working on, your pitch deck. 

You might have even done proper investor research and found a potential investor interested in your sector.

You may have even rehearsed your pitch in front of an early investor or a friend or someone else.Whoop whoop! That's great. As a start.

Motivating Teams - turning people into Believers

An increasingly established Silicon Valley startup came to me, not to help them fundraise like some Bay Area startups do, but to develop the storytelling skills of their team globally.

The founders couldn't give all the talks they were being invited to give in the U.S., let alone globally or even within the U.S. Plus they had a growing company to run, business development and growth to manage and they need to dedicate time to clients and investors.

But these talks are important. These talks are fantastic for recruitment as job seekers often weigh up the big names vs smaller and potentially more exciting companies to join. 

Getting your team to give these talks is also great for the retention and motivation of key staff. They learn something new and spend some time out of the office and are reminded of why they joined you.

While identifying and articulating and telling why they chose this company, they almost always become even more engaged in the company and have a heightened sense of ownership. They are often much more authentic and real ambassadors for you.