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By Nathan Beckord<\/em><\/strong><\/p>\n More complex storytelling leads from emotion rather than problem\/solution.<\/p>\n <\/fbs-accordion>getty<\/small><\/figcaption><\/figure>\n Raj Nathan<\/a> wants you to have a voice. In fact, he wants everyone to have a voice. And he helps startups use their voices to tell their stories\u2014and to pitch investors.<\/p>\n \n ADVERTISEMENT<\/span> Based in Chicago, Raj is a pitch and presentation coach, helping startups stand up and stand out in a crowded field. His small team at Startup Hypeman<\/a> works with five to 10 organizations per week to hone their elevator pitches and pitch decks. \u201cStartup Hypeman is intently focused on being a hype man for startups, by helping them not suck at how they pitch themselves,\u201d he says. \u201cAnd most often, that is for the purpose of fundraising.\u201d<\/p>\n The problem with most pitch decks, according to Raj, is that they either don\u2019t tell a compelling story or they fail to tell a story at all. That\u2019s true even when a company has an incredible product.<\/p>\n In this article, Raj walks us through the steps he uses with entrepreneurs to turn run-of-the-mill pitch decks into ones that do the heavy lifting for you.<\/p>\n \n ADVERTISEMENT<\/span> The first thing Startup Hypeman works on with any client is the elevator pitch. Raj says many entrepreneurs fall into the trap of trying to cram too much information\u2014or not enough\u2014into their elevator pitches. \u201cBy the end, you’re just incredibly confused as to what they do. There’s this push from a lot of founders to be like, I gotta use all the jargon words possible to make this sound interesting<\/em>,\u201d he explains.<\/p>\n Instead, he has what he calls a \u201cQue PASA\u201d framework: Problem, Approach, Solution, Action. We\u2019ve all seen (or perhaps made) the pitch deck that starts with \u201cX is a $50 billion industry.\u201d While numbers can be helpful elsewhere, Raj wants founders to think about deeply defining the problem, because as his dad used to tell him growing up, \u201cA well-defined problem is already half solved.\u201d<\/p>\n Raj talks about the difference between what he calls \u201cCinderella storytelling\u201d and \u201cadvanced storytelling.\u201d An example of Cinderella storytelling might be, \u201cJimmy has a problem. Jimmy is frustrated. Jimmy finds a solution and lives happily ever after.\u201d More complex storytelling leads from emotion rather than problem\/solution. Here\u2019s how he approaches a problem from emotion rather than mechanics: \u201cWe build up this story across a few slides about how the world is becoming more authentic,\u201d Raj says.<\/p>\n \n ADVERTISEMENT<\/span> He gives the example of celebrities who make authentic connections with their fans on social media. The hashtag \u201c#nofilter\u201d is more popular than using<\/em> filters on Instagram. Then he ties that back to the (hypothetical) product: Despite authenticity being on the rise, dating still remains inauthentic. Here\u2019s an app to increase authenticity in dating.<\/em><\/p>\n This is the place to be explicit. You can have a great product, but if you don\u2019t show how it will make money, it\u2019s worth nothing to investors.<\/p>\n \u201cI will ask entrepreneurs a question about their traction strategy. And they’ll just be like, ‘ Oh, social media<\/em>. Okay, what about social media?’ And then it’s a deer-in-the-headlights look in response,\u201d Raj says.<\/p>\n \n ADVERTISEMENT<\/span> Whether it\u2019s ads, social media, or partnerships, be sure to think through how you\u2019ll make money and make that the focus of your go-to-market strategy. And with ads, consider how quickly you can attract advertising dollars. He says, \u201cYou’re standing here and you’re telling me that on day five, when you’ve got nine users, you’re going to attract advertisers? Why would they buy from you? What value could you possibly bring them? I get animated about that.\u201d<\/p>\n Metrics can be tricky. While some industries have standard metrics, they aren\u2019t always the best for showing how your<\/em> startup works. So, show investors how to measure your success from the beginning by telling them which metrics mean the most.<\/p>\n Along with that, don\u2019t use neutral headers in your slides. Instead of labeling a slide \u201cCustomer acquisition,\u201d start with \u201cWe are excellent at acquiring customers\u2014here\u2019s how.\u201d<\/p>\n \n ADVERTISEMENT<\/span> Rather than using the classic four-quadrant competition grid that\u2019s been seen time and again, Raj likes to create exclusivity. He explains that by carving out a category all your own, you get to set the pace and create more hype around what you\u2019re doing. It\u2019s not always possible, but with some creative thinking, you can set yourself apart from the pack.<\/p>\n More articles from <\/strong>AllBusiness.com<\/strong><\/a>:<\/strong><\/p>\n \n ADVERTISEMENT<\/span> Here are some final tips of the trade for a pitch that investors won\u2019t forget:<\/p>\n For many investors, watching pitches on Zoom is here to stay. Raj recommends investing in a few pieces of equipment to make sure your picture is professional. That means spending a few hundred bucks on a good lighting setup and an external camera with higher resolution than whatever your computer\u2019s built-in webcam offers.<\/p>\n Don\u2019t forget that your background helps tell your story, too. Let it reflect your personality and your brand. Finally, take a tip from newscasters the world over: Stand up! Reconfigure your desk if you have to. The energy boost from standing while talking will pay off.<\/p>\n \n ADVERTISEMENT<\/span> Don\u2019t craft your pitch the night before you need to give it. Ideally, Raj recommends starting your deck at least a month before you plan to start pitching investors. That leaves plenty of time for practice and revisions.<\/p>\n When it comes to actually putting the slides together for a deck, Raj starts in Word rather than PowerPoint.<\/p>\n \u201cWe start in a Word document,\u201d he says. \u201cIf you outline it first \u2026 it’s a way easier exercise. It makes then putting it on to slides a lot easier because you’re thinking about not just the raw information, but also [asking yourself], What is my belief<\/em>? Or \u2014 What do I want to say about this thing<\/em>?\u201d<\/p>\n \n ADVERTISEMENT<\/span> Sometimes the hardest part of making a pitch deck is getting over yourself and getting started.<\/p>\n Article is based on an interview between Nathan Beckord and Raj Nathan on an episode of Foundersuite’s <\/em>How I Raised It podcast<\/a>.<\/p>\n About the Author<\/strong><\/p>\n Nathan Beckord is the CEO of <\/em>Foundersuite.com<\/em><\/a>, which makes software for startups raising capital. Nathan is also the CEO of <\/em>Fundingstack.com<\/em><\/a>, which is a new platform for VCs and investment bankers to both raise capital and assist clients and portfolio companies. Users of these platforms have raised over $9.7 billion since 2016.<\/em><\/p>\n RELATED: <\/strong>Top VC Fundraising Advice from a Co-Founder Who Raised $260 Million<\/strong><\/a><\/p>\nA winning pitch in five steps<\/strong><\/h2>\n
Step #1: Make your elevator pitch the foundation<\/strong><\/h3>\n
Step #2: Set up the emotion<\/strong><\/h3>\n
Step #3: Detail the go-to-market strategy<\/strong><\/h3>\n
Step #4: Specify what success looks like<\/strong><\/h3>\n
Step #5: Rethink the competition<\/strong><\/h3>\n
Raj\u2019s do\u2019s and don\u2019ts for pitching investors<\/strong><\/h2>\n
Zoom in<\/strong><\/h3>\n
Start early<\/strong><\/h3>\n
Get over the hump<\/strong><\/h3>\n