Module 1: Create Your Script
🎯 Our goal in this module is to create a narrative script (with visuals) that you will use when filming your fundraising presentation.
Your Business Plan outlines the one clear path to a successful launch of your business that you have validated.
As much as anything, creating the script for your presentation will help you to etch your plan into your memory.
Even though you may not be looking for Venture Capital, we’re focusing on “investors” as your target audience because they will ask all the tough questions.
If you prepare for investors, it will be easy to adapt your presentation to family, friends, employees, partners, lenders, or anyone else, as needed.
Two important things to keep in mind as you create your presentation script:
- Every section in your Business Plan needs to be covered and integrated into your presentation, but not every word.
- Your presentation is a story, not a recitation of facts and statistics.
Create your Presentation Script.
Using your Business Plan Executive Summary as your guide, outline your presentation and create visuals to support your story.
- The Problem
- Your Solution
- Your Company Description
- Your Value Proposition
- Summary of Your Research
- Your Analysis of the Industry
- Your Assessment of the Competition
- Your Target Market & Marketing Plan
- Your Operations
- Your Leadership & Management Team
- Your Financials
- Ask & Deal
Open with the Problem. Ideally, you’ll want your audience to be able to connect emotionally with the pain or frustration that you describe.
Make sure that your Solution addresses every pain point that you identified when you introduced your audience to the problem.
Just say that you have created
[company name] with the vision to
[insert your vision statement here].
State your Value Proposition and then explain it in some detail.
Why is your solution so special that people will switch to it from whatever they are currently using to solve their problem(s)?
Summary of Research
This is where you will gain credibility and trust.
Include something about your secondary research.
- What were the different resources you used and websites that you visited?
Tell your audience about your primary research.
- Where did you find the potential customers that you interviewed and what did they have to say?
- What mix of industry insiders did you talk with.
- What did they have to say?
- Do the same for any competitors that you interviewed.
Let us know where you modified your Value Proposition based on the feedback from these people—what you changed and why.
Take your time—you’re building trust and credibility.
Analysis of the Industry
All you need here is a very brief overview of the industry.
Just let your audience know that you have done your homework and that you understand the playing field and the rules.
Estimate the size of the industry and confirm that you see an opportunity for your product/service in this marketplace.
Assessment of Competition
Let your audience know that you have scouted the competition and that you have an understanding of how they operate.
Using the SWOT Analysis that you have already done, highlight and be honest about what you consider to be your weaknesses and the threats facing you, while clearly emphasizing what you consider to be your strengths and opportunities.
Target Market & Marketing Plan
This is where the “action and adventure” of your story begin.
Until now, you have been carefully setting the stage, establishing the need for your product/service, and describing the scenario in which you will be entering with your high potential opportunity.
Now is when you begin talking about what you intend to do (your plan of action):
- Who will buy your product/service.
- How you are going to find them and convince them to switch to your “solution”.
- How you will ensure their satisfaction and long-term loyalty.
You invested quite a lot of time and effort in detailing all aspects of how you will operate your company, and you have created a good narrative covering all of this in your Business Plan.
However, all you need here in your presentation is a very brief outline of how your company will operate.
Leadership & Management Team
A sentence or two about you (Founder), your leadership style, and core values for the company would be good to open with here.
Then, briefly introduce other members of your management team and how they will contribute to your success.
Briefly introduce your advisory board (if you have one) and the role that they will play.
You may mention your sales and marketing strategy as a very brief introduction to your Financials, including any significant milestones that you have.
Then, focus on Sales and Breakeven. All you need here is summary information.
[$$$$$$]and cumulative profit of
[$$$$$]by the end of Year 1. Sales and profitability should continue to grow steadily in Years 2 and 3, as we grow our market in the
[U.S., for example]. In Year 4 we expect to begin expanding into new markets, achieving Total Sales of
[$$$$$$$]and Profitability of
[$$$$$$]by the end of our 5th year.”
Ask & Deal
If your financial projections show that you will need money to launch and grow to profitability, then you can open with a sentence saying just that.
[$$$$$$]in equity funding to launch our business and reach operational profitability. Using Net Present Value, we have calculated the value of
[Your company]at the end of Year 5, to be
[$$$$$$$$]. This would be an ROI of
[X%]. We are prepared to offer
[Y%]equity ownership in return for the investment.”
Just make it a concise, clear statement of your offer:
- The Ask = $$$$$$$
- The Deal = ROI + Y% of ownership.
Okay, now read through your presentation script from beginning to end, nonstop, to see how long it takes.
If it takes more than 10 minutes, it’s too long.
You will need to make some decisions as to what and where to rewrite more concisely.
If you are using a PowerPoint presentation, your slides should support your narrative and help bring it to life, while making it easy for your audience to stay on the same page with you, understanding clearly all the key points that you are making.
Use visuals—photos, sketches, text box quotes, timelines/milestones, etc. Simple graphs, charts, and tables can be used to help your audience process and make quick sense of statistics, numbers and percentages.
For example, while you are talking about your target market, you could just show a photo of a typical customer. If you are presenting your Ask & Deal, you could just show the dollar amount of the Ask and the ROI on a slide.
The greatest impact of visuals is in the first few seconds that they are seen—if they linger in front of your audience, they will take momentum away from your presentation.
So, it may be more effective to use multiple slides to highlight key points within each section of your presentation, rather than just one visual that “wears out its welcome”.
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