3

Question 1

Guidelines for Good Stories: the Ugly Duckling

1-5

Answer 1

1 Get readers sympathy
2 Story worth listing to end
3 intrinsic motivation (readers follow story to end)
4 appreciate/identify with main character
5 reader, should forget who and where they are right now

Question 2

Think-Tell-Sell-Framwork

1-3

Answer 2

1 Think
- the positioning matrix
- 4 Marketing P’s
- Porters 5 Forces

2 Tell
- position as hero
- the hero vs. the villain
- storyline: introduction -> complication -> happy end

3 sell
- introduction (personal story, shocking statement, question to audience)
- main part (what are you doing? what differentiates us? how will it be?)
- end (remember key message, become part of a story, feels call to action)

Question 3

The Positioning Matrix

Answer 3

Defensive, Large: The Fortress - Walmart
Defensive, Small: Guerilla, local hero - fritz-kola

Aggressive, Large: The tank - android
Aggressive, small: The Paratrooper (hidden champ.) - mytaxi

Question 4

4 Marketing P

Answer 4

Product
Price
Promotion
Place

Question 5

Porters 5 Forces

Answer 5

New competitors
Existing competitors
Customers
Substitutes
Suppliers

Question 6

Rules for the Perfect pitch Deck

1-8

Answer 6

1 Engage reader (founders = hero of story)

2 Don’t display phantom team members

3 Manage your cash (cash flow!)

4 reasonable assumptions, correct derivations

5 focus on your niche

6 grandma test (2-3min pitch must be understandable)

7 get commitments

8 advisory board (people should matter)

9 do what you love (passion)

Question 7

Tips to Approach Investors

1-3

Answer 7

• look for warm intros (leverage network)
• think parallel (not just one investor)
• one person responsible (one go-to-guy)

Question 8

Mistakes when approaching investors

1-6

Answer 8

• introduction (understandable)
• progress (numbers)
• market size (bottom up analysis)
• insights (learn something that is counter intuitive)
• team (suited for business)
• asking for money (future investment needs)

Question 9

Follow Up with investors

1-5

Answer 9

1 follow up (anything else then money is no)
2 create deal heat (schedule accordingly)
3 due diligence on investors
4 know when to stop (addicted to fundraising)
5 build your company (fundraising not goal)