By Nathan Beckord

Each superhero wants an origin story. Robbie Crabtree’s is only a bit extra Atticus Finch than Spider-Man.

Earlier than he launched Founder Fundraising, Robbie spent seven years within the courtroom—litigating all the things from gang and cartel violence to capital murders and little one abuse. That’s when he started utilizing the time period “aggressive storytelling,” which is now the identify of Founder Fundraising’s mum or dad firm. As any courtroom drama fan can attest, attorneys on each side want to influence with details and likewise make emotional appeals.

With a mission to empower startup founders alongside their fundraising journeys, Founder Fundraising trains entrepreneurs to turn out to be “chief storytelling officers,” by honing their potential to speak and join with buyers.

Learn on for Robbie’s takes on making a memorable opening hook, shaping a story, and drafting a pitch deck, whereas staying grounded all through the method.

Sharing your journey with buyers

Your founder story

First issues first: the “founder story” (a private narrative) and the “imaginative and prescient story” (the “what” and “why” about an organization) are two various things, says Robbie.

Robbie’s personal founder story coalesced when he realized that courtroom litigation abilities might be taught and polished public talking could make all of the distinction when closing a deal. “As an alternative of residing on the planet of nightmares, which is the place legal professionals are inclined to dwell, I stated, Why do not we dwell sooner or later the place desires are being constructed?” he explains, including that founders and enterprise capitalists are each large dreamers. In 2020 he started sharing his hard-won insights with different entrepreneurs, and Founder Fundraising was born.

In his expertise, Robbie has noticed that founders don’t leverage their very own journeys practically sufficient. That’s a giant mistake, as a result of most buyers guess on the founders themselves, not simply the merchandise or corporations. He sees a compelling origin story as a strategy to join with buyers and start constructing sturdy, trust-based relationships.

Robbie advises starting your founder story by figuring out what makes you particular. How did you get to the place you are actually? Why do you care concerning the specific drawback your product solves?

“These look like quite simple questions, however they permit a founder to do actually deep and significant work,” he says. Finally, the founder story illustrates three aspects of a person’s character and background: how they suppose, how they see the world and their coronary heart, and “how they really feel and who they are surely,” Robbie explains. “It creates a degree of belief between the founder and the investor.”

If you happen to’re not sure the place to start, “begin if you have been ten,” he suggests. (Ten is the age that evokes childhood most to Robbie.) “Do not sort it; activate a recorder, whether or not it is video or an audio recorder, and simply converse out your reply.” This tactic usually nets 20 to 60 minutes of content material that may turn out to be a concise, evocative, and unforgettable private historical past.

Your imaginative and prescient story

Your second story is the “imaginative and prescient story,” which needs to be centered on what Robbie calls emotional storytelling. “The imaginative and prescient story paints the massive image,” he says. “A founder shouldn’t attempt to show they’re proper.” As an alternative, Robbie explains, founders ought to pique buyers’ curiosity and recommend one thing extra profound: “What if I am proper?”

Ideally, you need a potential funder to think about themselves in a strong place: On the proper facet of historical past. The one who noticed it coming. The one who gambled and received.

However emotional storytelling isn’t a step-by-step blueprint for the journey, from unseasoned startup to an IPO and/or an epic exit. Inevitably, each founder will expertise pushback, objections, and skepticism. The anecdote is to attraction to buyers’ deeper motivations. In the event that they didn’t wish to make an impression (and earn a living), they wouldn’t be within the enterprise capital recreation. So make your pitch large, daring, and impressive. “That is how we get enterprise capitalists excited to hitch the journey,” Robbie notes.

Telling your two tales

The founder story and the imaginative and prescient story ought to perform as two stand-alone tales that may be informed independently, however Robbie recommends structuring them to allow them to even be informed as one narrative. A founder’s origin story ought to lead into a fascinating account of the bigger imaginative and prescient; making the transition between the 2 tales seamless is pretty simple.

Robbie explains that we’re acculturated to cliffhangers in motion pictures and TV, and within the startup world “we invite the investor to say, Inform me extra about that.” He thinks it’s a good way to “dismount” from one’s private story and leap into pitching the corporate itself.

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Good your deck: Crafting a successful investor pitch

A compelling pitch wants a well-crafted deck. Nevertheless, Robbie warns in opposition to following a preset method for this or every other facet of fundraising. Each founder and each firm is completely different, so cookie-cutter, fill-in-the-blank approaches often fail. One founder might need a private story that’s tied on to their startup’s services or products. One other firm might need a worth proposition that’s very a lot of the present second—an attention-grabbing “why now” attraction to buyers.

Nevertheless, Robbie has sturdy opinions about what a deck ought to (and shouldn’t) do:

Do: Begin sturdy with a gap hook

Consider the primary slide in your pitch deck as priceless actual property. Your opening salvo must be irresistible—and quick. Each time we converse, now we have about three to 5 seconds to pique an viewers’s curiosity.

One other deal-breaker: Something that’s too obscure by itself. “If the primary slide would not make any sense to me, I am performed,” says Robbie.

Don’t: Stick with the issue/resolution binary

The traditional drawback/resolution construction is simply too commonplace. “[It] makes you sound like each different founder on the market,” Robbie notes. “And the largest factor in fundraising is to face out to chop via the noise.”

Do: Plant a flag

Early within the deck, use sturdy, attention-grabbing declarative statements, rhetorical questions, surprising statistics, traction numbers, and even quotes from clients.

Don’t: Try and attraction to everybody

“We have to create filters,” says Robbie. “If the story is for everybody, it is for nobody. There isn’t any manner each investor ought to hear it and be like, That is superb. That is simply not the truth.”

Do: Create intrigue

Each slide ought to invite buyers to dig deeper: “Make me say, Inform me extra,” Robbie recommends.

Don’t: Go too text-heavy

Decks which might be too overloaded with textual content are a recipe for “fractured consideration,” says Robbie. “Once you’re additionally talking, the human mind cannot sustain.”

Presenting your pitch deck

The headline (or title) of every slide ought to do its half to precise the story arc of your complete presentation. If you happen to bodily printed your deck and dropped it on the bottom, Robbie says anybody ought to be capable to decide it up and put it again within the appropriate order simply from the headlines alone.

The very first slide often incorporates a startup’s one-line description or tagline—which is “tremendous essential to essentially nail down,” Robbie provides. “One among my favourite ones . . . was ‘We’re like Mary Poppins, however for house.’ You would not know precisely what it’s, but it surely’s sufficient to wish to study extra.” (If you happen to’re curious, too, the U.Ok.-based firm helps producers ship items through a parachute-like system—“whimsical and true to who the founder is,” says Robbie.)

Though he admits that it’s a “extremely opinionated strategy,” Robbie prefers pitch decks for use as a “follow-on instrument.” The preliminary assembly between a founder and potential funder shouldn’t be a pitch. As an alternative, he says founders ought to equip buyers to turn out to be their champions and let them do the storytelling as they transfer to the subsequent stage.

Now that’s a pitch-perfect technique.

Concerning the Writer

Nathan Beckord is the CEO of Foundersuite.com, which makes software program for startups elevating capital. Nathan can be the CEO of Fundingstack.com, which is a brand new platform for VCs and funding bankers to each increase capital and help shoppers and portfolio corporations. Customers of those platforms have raised over $9.7 billion since 2016.

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