ABSTRACT
A start-up must be able to tell a compelling story. A concise message must be crafted in a way that is applicable to the individual receiver. The start-up’s customer is interested in understanding how the start-up is going to solve her specific problem. Acquirers are interested in understanding how the start-up will add unusual returns or de-risk their business, and funders are interested in understanding their return on investment and the associated risk.
