In general, the content of the financing roadshow can be divided into two parts: first, to convey the purpose of financing to investors, regardless of whether investors are interested in the product and whether they are willing to invest; Second, it is specially prepared for those who are interested in companies and projects.

In fact, most start-ups have good ideas, but they don't use the right promotion methods, resulting in poor financing results. According to a well-known venture capitalist, some entrepreneurs will forget to explain the problems that the project can solve, or even forget to explain the value proposition of the enterprise, which will lead to the failure of the entrepreneur to get investment. In order to avoid this from happening, entrepreneurs should pay attention to the following points when conducting financing roadshows and promoting their projects to investors.

◆ Don't say "better"

"Better" is a broader concept that is less convincing. Entrepreneurs should try to avoid this term when introducing their projects, and can focus on "how to reduce product costs and selling prices" and "how to reduce risks". "Cost", "selling price" and "risk" are all tangible concepts that are relatively easy to assess, and investors need these facts. If the proposed project has already been done, the entrepreneur must clarify the key changes in the project at the time of promotion, and this change must be significant and the direction of change must be good. If the recommended project or product is similar to others and has no specificity, it will be difficult to convince investors to invest, and financing is very likely to fail.

For example, at some point in the past, search engines focused on online insurance price comparison were very successful, bringing a good return on investment to investment institutions. In the age of the Internet, it is common for users to buy insurance online, but it takes a lot of time to get quotes from different companies, searching and looking up information from the Internet. If there is a tool that can help users search and find information, make scientific comparisons of information, help users save time and reduce risks, it will be able to quickly attract users' attention and accumulate a large number of users. Therefore, when a startup company clarifies its positioning, it is not to develop a "better" product, but to give the product a differentiated feature and clarify the unique development direction of the product.

◆ Don't be too unique

Of course, there should be a "degree" of uniqueness and differentiation of products, so as not to make investors feel that the risk is too high and they need to invest cautiously. Therefore, entrepreneurs should not use statements such as "can disrupt the industry" when promoting their projects to investors, and do not exaggerate, so as not to backfire. Investors can focus on "how to balance the uniqueness of the product with the current market situation", "how to sell the product through the existing sales channels", etc., to prove that their products can adapt to the current market and can be accepted and used by users.

◆ How to distribute the funds obtained

The fund allocation plan should be as specific and detailed as possible to add color to the project creativity. To do this, enterprises need a detailed financial model, at least to make a scientific plan for the development path of the next three years, and to fully consider the company's operating costs, revenue growth, profits, and potential profits. In addition, enterprises should make a comprehensive plan for the use of funds in different departments, and it is best to refine the use of funds for each project. If a company has developed a marketing strategy with a predictable return on investment that is feasible, it needs to be explained to the investors in detail.

When explaining the fund allocation plan to investors, entrepreneurs should specifically explain "the speed of capital spending", "achievements to be achieved", "reasons for determining the order of fund allocation", etc. In addition, when potential investors evaluate the company, if the company has accurate financial forecasts, it can well avoid some risks. The more risks a company can avoid, the more likely it is that the financing will be successful.

◆ Prepare how to build a team

All good ideas and ideas must be implemented in the end, and the implementation effect is related to the success or failure of the enterprise. The successful implementation of the project and the stable development of the enterprise are inseparable from the capable and hard-working workforce. Therefore, in the process of financing roadshow, enterprises should introduce their own teams and inform investors in detail of the advantages and specialties of the team. In the actual investment process, the "B-level creative A-level team" is the most attractive to investors, followed by the "A-level creative B-level team". Because there will always be various accidents in the process of project execution, and the response to these accidents requires a professional team.

Therefore, entrepreneurs should introduce their team to investors, including the board members and their respective strengths, the number of team members, etc. During the execution of the project, few people work alone, and most people work as a team as a whole. Every company has competitors, and investors know that. Generally speaking, if a start-up company has a strong entrepreneurial team, it can cope well with the competition, create better products and brands, and win in the market competition. To do this, entrepreneurs need to show their team in a comprehensive way.

If the company has not yet formed such a strong team, the entrepreneur can indicate to the investors what kind of recruitment strategy they will adopt after obtaining the funds, what kind of talent they will hire, and what kind of team they will build, so as to gain the support and understanding of the investors.

◆ The promotion time may be reduced by half, so be prepared for contingencies

During the promotion process, investors may temporarily adjust the promotion time to shorten the time by half or more. In this case, entrepreneurs should adjust their promotion plans in a timely manner. In many cases, investors also want to see the entrepreneur's on-the-spot performance to judge the entrepreneur's adaptability and observe whether the entrepreneur is fully prepared for the promotion.

Generally speaking, a financing roadshow consists of two parts, one is the main roadshow, and the other is the side roadshow. During the main roadshow, entrepreneurs should show PPT, tell their own entrepreneurial stories, and explain their entrepreneurial indicators, development vision, and team members. In the process of attaching the roadshow, the entrepreneur should show some supporting PPT.

It's very difficult to connect these elements in a logical way, and the difficulty is that some of them are deliberately designed because investors don't give entrepreneurs easy access to funding. In order to make investors affirm their creativity, entrepreneurs must promote their own distinctive content, and this process needs PPT assistance. Generally speaking, in the process of financing roadshow, entrepreneurs should play 30~60 PPTs, and the time should be controlled within 1 hour. If the investor shortens the time temporarily, the entrepreneur should selectively play the PPT according to the specific time to elaborate.

◆ Talk about some pain points and elaborate solutions

An observation of a successful fundraising roadshow reveals a pattern: entrepreneurs will tell a story at the beginning of the roadshow, then introduce the pain points of the industry, explain their solutions, and finally present the company's development vision. Throughout the process, entrepreneurs should ensure that the products they mention can solve the pain points of the industry. In addition, entrepreneurs can also talk about the process of discovering the pain points of the industry, the reasons for their determination to solve the pain points of the industry, and the advantages of their own solutions compared with similar solutions. These can add points to your own roadshow.

◆ More experience will make your roadshow better and better

After the first roadshow, it is necessary to set aside a period of time to solve investors' doubts and help potential investors to have a deeper understanding of the company's specific business indicators and competitive advantages. Entrepreneurs should record the questions raised by investors one by one and answer them at the next roadshow.

If entrepreneurs can do the above seven points in each financing roadshow, after three or four roadshow practices, entrepreneurs will find that their roadshow level has been greatly improved, there are fewer and fewer problems in the roadshow process, and more and more positive feedback after the roadshow.