| Whether you're a venture capital firm seeking | | | | appointment or getting your email deleted. |
| investors for your clients or a start-up seeking your | | | | Opportunity sheet - The opportunity sheet is like a |
| own funding sources, don't ignore the basics of | | | | product sales sheet - with your company as the |
| self-promotion. Smart marketing can help cut through | | | | product. It provides a succinct story about why the |
| the clutter and make sure your message reaches its | | | | potential investor should be interested. |
| target. Here are three reasons why marketing should | | | | Investor presentation - Once you have an |
| be central to your strategy: | | | | appointment with a potential investor, don't spend |
| 1. During first quarter 2008, there were no | | | | the valuable time reading off slides. The presentation |
| venture-backed IPOs, marking the first time since | | | | should complement the story, not tell it for you. |
| 1978 that no IPOs were issued and representing a | | | | Remember, people buy from people they connect |
| capital markets crisis for the start-up community | | | | with. You can't connect with someone who is so |
| [Source: National Venture Capital Assoc. and Thomson | | | | focused on reading slides they forget about their |
| Reuters] | | | | audience. |
| 2. The Mergers & Acquisitions market had only | | | | Web site copy - Most investors will check out your |
| 56 deals during first quarter 2008, one of the lowest | | | | company web site as an easy way to validate your |
| quarterly levels in the past decade [Source: National | | | | claims. First, make sure you have a site! Then, make |
| Venture Capital Assoc. and Thomson Reuters] | | | | sure it tells a compelling story. Straightforward, |
| 3. Only one in six venture-back companies ever goes | | | | jargon-free copy that is interesting and well organized |
| public and one in three is acquired [Source: National | | | | is a must. |
| Venture Capital Assoc.] | | | | "Make the case" collateral - For early to mid stage |
| In today's tight economic and competitive | | | | start-ups without a long track record of |
| environment, companies need every advantage to | | | | accomplishments or customers, basic collateral can |
| differentiate their business. With thousands of other | | | | help you make the case. This includes white papers, |
| companies vying for limited investment dollars and | | | | technical briefs, application notes and case studies. |
| opportunities, you have to stand out. Good marketing | | | | Good marketing doesn't have to be expensive or |
| techniques can help give you an edge. Here are five | | | | unwieldy. If you don't have staff on hand to do the |
| easy ways to make a difference: | | | | work, outsource it. A small investment in core |
| Pitch letter - The pitch letter is your first impression | | | | marketing communications can help make sure your |
| to potential investors. A well-crafted pitch letter can | | | | message reaches potential investors. |
| make the difference between getting an | | | | |