Pitching to VC investors

Crafting a clear equity story for long-term investors

Steve Murphy

Steve Murphy


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Crafting a clear equity story for long-term investors

To attract investors and fund your scale-up journey, the most important thing you can do is tell a good, compelling story that presses all the right buttons.

It doesn’t matter if you are pitching to angels, VCs, family offices or big PE houses, sophisticated investors understand the value of patience, particularly during periods of volatility.

However, before they commit, they seek clarity in a company’s equity story. A hazy narrative signals a lack of focus, deterring even the most patient investors.

Here are key takeaways:


1. Avoid common mis-steps

Many companies fall into the trap of believing in a one-size-fits-all equity story or cluttering their message with irrelevant information. By sidestepping these errors, leadership can position their company favorably in the eyes of investors.

2. Know your audience

The target audience isn’t communications professionals but seasoned investors seeking authenticity and clarity. Craft a narrative that highlights long-term objectives, strategies, and unique strengths in a straightforward manner.

3. Stick to essentials

Investors want substance over flash. Focus on core elements like company description, market dynamics, competitive position, strategy, and financial outlook. Avoid buzzwords and noncore distractions that dilute the message.

4. Demonstrate strategy

An effective equity story isn’t just words; it’s a roadmap for value creation. Showcase tangible actions and results that align with strategic goals. Investors appreciate transparency and evidence of performance.

5. Adapt and clarify

As market dynamics evolve, so should your equity story. Whether it’s an IPO introduction or ongoing updates for public companies, ensure clarity and relevance by addressing strategic shifts and performance metrics.

Crafting a clear equity story isn’t just about attracting investors. It’s a discipline that forces you and your team to rigorously assess and communicate your  strategy. By presenting a compelling narrative grounded in reality, companies can attract patient capital and weather the storms of market volatility.


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