Storytelling in investor presentations

And that’s the story!

The investors file in to the conference room and are about to determine the future of your startup, business idea, and/or IPO. All you have to do is grab their interest and lead them to act. What’s the story? The story!

Throughout history, people have loved stories - and there’s nothing like a good story.

Potential investors, angel investors, fund managers, and board members expecting to see results are hungry for a good story. A story that will kindle a light in their eyes and get them to believe in you - and that’s where your presentation comes into the picture.

 

Invest in your presentation, and people will invest in you!

A good business presentation is based on the principles of storytelling. An engaging story that simplifies your areas of specialization for the audience, introducing your big idea and the business results you achieved in the past quarter.

This story should be told simply, in a way that invites your audience to identify with you, and include concepts, data, and numbers with plenty of rational reasons to believe in you, allow them to process the information, and remember it - and no less importantly, to share your story with others.

 

How to create a presentation with a compelling story

Each presentation begins with in-depth knowledge of your content domain: the technology, competitive environment, market trends, strengths, weaknesses, threats, and opportunities. This information helps you flesh out your preliminary narrative, which you will later refine into precise verbal messages.

Just like a children’s story, audiences find it easier to follow short verbal messages that are accompanied by photos, illustrations, graphs, Gantt charts, and other visual aids. So it doesn’t matter if you have a PowerPoint presentation or a PDF, if your audience is made up of investors or executives, or if you have a physical product or an abstract idea. Always strive to keep your accompanying text minimal and in clear tables with easy-to-read graphs, which will help your audience immediately understand your data and/or the rare business opportunity you’re putting on the table.

 

A good story is told in 4 steps

1. Presenting the problem

The human mind is designed to solve problems. So when faced with a problem or challenge, people become curious and marshal all their mental resources to discover the possible solution and the unique solution you offer. Have you succeeded in sparking curiosity in your audience as soon as your presentation begins? It is very likely that your audience is enraptured and will also remain attentive and focused in the next phase.

 

2. Presenting the solution

At this stage, give the interested audience what it wants: present the solution. Of course, the problems and challenges should be presented visually in a ‘depressing’ way, while your solutions appear optimistic and inspiring. To bolster your solution, include graphic elements that highlight the gaps between the problem or current situation and the solution you created with its attendant opportunities.

 

Step 3 - Proof

Sharp verbal messages, snazzy design, and visual effects are nice, but a presentation needs proof of marketing and/or economic viability. Do this by presenting your business plan, financial or accounting data, and user-friendly graphs to back up beyond all doubt the business potential of your product, service, or solution.

 

4. Summary and call to action

This is the time to draw on your most compelling arguments to make the audience remember you and be on your side.

 

Got to this point?

Remember to allocate time for questions and don’t forget to thank the audience for spending its precious time to listen to you.

Good luck!