November 30, 1999 in ATDC News

Telling a Compelling Story

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ATDC is at the tail end of completing a 7 week fundraising bootcamp, CapVenture. After completing two solid days of dozens of practice pitch sessions, some of the companies like most startups are struggling with how to tell their story in a compelling way.

Tech entrepreneurs tend to be in love with their product or service.  They are frequently technical in nature while the investors they are pitching to are not.  Instead, angels and VCs tend be financially oriented or have backgrounds in consulting or general management. 

Entrepreneurs start with the assumption that everyone will love their idea or product.  Investors start with the assumption "Why should I care?  What’s wrong with this opportunity?"

Take the time to put yourself in the investor’s shoes.  Investors hear dozens of pitches a week.  Telling a story makes it easier for them to “get it.”  Prior to going to market with your pitch, test drive it with savvy entrepreneurs, your executive team and friendly investors — investors that are not targets for you.  This will help you develop and practice your pitch so that you can deliver it successfully when you’re in front of that key investor.

Here are some other resources to help you prepare your story:




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