The investors file into the conference room, about to determine the future of your startup, business idea, or IPO. All you have to do is grab their interest and lead them to act. What's the secret? The story. Throughout history people have loved stories — and there's nothing like a good one.
Invest in your presentation, and people will invest in you. A good business presentation is built on the principles of storytelling: an engaging story that simplifies your specialisation, introduces your big idea, and shows the results you achieved — told simply, inviting the audience to identify with you, with the data and rational reasons to believe.
Every presentation begins with in-depth knowledge of your content domain: the technology, competitive environment, market trends, strengths, weaknesses, threats, and opportunities. This helps you flesh out a preliminary narrative you'll later refine into precise verbal messages.
Just like a children's story, audiences find it easier to follow short verbal messages accompanied by photos, illustrations, graphs, and Gantt charts. Whether it's a slide deck or a PDF, investors or executives, a physical product or an abstract idea — always keep accompanying text minimal, with clear tables and easy-to-read graphs.
The human mind is designed to solve problems. Faced with a challenge, people become curious and marshal all their mental resources toward the solution — your solution. Spark that curiosity at the very start and your audience will stay attentive and focused for the next phase.
Give the interested audience what it wants: the solution. Present the problems and challenges visually in a 'depressing' way, while your solutions appear optimistic and inspiring. Use graphic elements that highlight the gap between the current situation and the opportunity you've created.
Sharp messages, snazzy design, and visual effects are nice — but a presentation needs proof of marketing and economic viability. Present your business plan, financial data, and user-friendly graphs to back up the potential of your product, service, or solution beyond all doubt.
Draw on your most compelling arguments to make the audience remember you and be on your side. Allocate time for questions — and don't forget to thank the audience for spending their precious time listening to you.
A good story, told in four steps, turns an investor presentation into a decision in your favour. Good luck!