1B: Attractive storytelling

On the concept level of a start-up, the second important element is attractive storytelling. A compelling story about the ‘why’ of the company can create interest. It is this story that has to convince investors, possible clients and also future employees. As a start-up, you have to get used to having to tell your story a lot of times. To possible investors, to possible employees, to partners etcetera. So, you’d better be prepared!

I think there are three important elements. Let’s read, discuss and improve!

The first important element is the person telling the story. This person has to be active, convincing, open and in general a strong communicator. Not always is the owner of the company or the owner of the idea the best person to pitch. Either you learn to do it, or you find another person to do it for you.

A short and powerful pitch is essential. Construct and tell a well-structured, clear, comprehensive and ambitious story. It has to contain all the elements of your business plan in an easy-to-understand way. Often it is said that it has to contain the why-how-what. This can be a helpful structure, but also an outside-in business plan-like pitch can be really powerful.

I like it when a starting entrepreneur or start-up initiator talks in terms of personal dreams. What is the company like in five years? Which results are realized? Which market position is realized? What is the company culture? The question of the personal dream takes the person away from the security of a business plan and you hear often a very personal story. This is when the real motivation comes out.