An investment story is essentially a marketing story specifically for investors. It describes who you are as a business, it contains your business plan, your market opportunity, an analysis of business conditions, a list of features and products. It could include presentation decks, a series of meetings with business owners or a set of complicated discussions about business returns and financial details.
Your investors have 1 main concern: how you plan to mitigate risk – and the development of a good investment story often needs to be able to demonstrate your ability to look at risk areas from several angles, and potential failure areas in your strategy. Some describe Investment Stories as a game of tetris: slotting together oddly-shaped bits and pieces into a recognisable pattern to convince someone to invest in your business plan. Your story is asking your potential investor to take a risk on your strategy, and place a bet that your idea will work; So, like any gambler, they want to know how to hedge that bet.
Avoid the Marketing Waffle
One of the biggest mistakes that many start-ups or businesses who are ready for growth make, is to confuse a marketing story with an investment story: 2 very different audiences with very different expectations. One audience may not really care about the detail of the financial figures and potential risk areas, while the other audience may not care about how pretty or impressive something may appear. When building your investment story, consider your audience carefully – understand what they want to see, what they are betting on, and provide them with the information they need to make an informed, carefully-considered, decision to invest in your business.
Keep it Focussed
Despite what the world’s economy may tell you through shrinking GDP figures, or threats of recession – if your business is making money, and has a plan to keep making money, there will almost certainly be room for investment. Your investment story, and your business plan, should be focussed on being able to demonstrate that. Create a compelling proposition that demonstrates realistic room for growth that leaves no room for investment guessing. Include accurate figures, realistic timetables, and demonstrate that you’ve thought ahead and focussed on what is important to them.
Keep it Simple
Remember that potential investors are highly experienced business people, but they may not be experts in your field – which is why you want to try and avoid jargon-based descriptions that alienate rather than inform. Keep your descriptions simple while at the same time, demonstrating your expertise in your field.
If you’re ready to take your business forwards, and if you’re looking for investment help and business support – then speak to us today. With many years’ experience in helping businesses grow, we’re the team you need to get you to where you want to be.