Text/Gong Jian Partner of Zhongtailong Fund/The first person in China's new capital financing model
Many entrepreneurs do not know how to talk about it when they meet investors and when they do a corporate roadshow, and what to talk about is the topic that investors care about, and the essence of the roadshow to investors is a process of self-promotion. It's hard to impress investors and partners without getting to the point.
In the process of helping enterprises invest and raise funds, Jiange found that a large number of start-up companies will not introduce themselves, do not know what investors care about most, where the key skills of financing are, and Jiange summarizes that in meeting with investors, it must clearly explain eight key points. Don't talk about what the other person wants to hear. Many entrepreneurs have talked a lot of boring nonsense, did not say a core, or understand in their hearts, the mouth is not refined, that means that you do not really understand, see investors must first talk about the project, do not come up to talk about how profitable my project is.
To meet a professional investor, you must first talk about the track, the market and the trend, and then talk about the players: my team. In supplementing the business model and the profit model, making money is only a presentation of the end result, and it can be continuously demonstrated around three points, and do not talk nonsense. The following 8 mental methods must be kept in mind.
<h1 class="pgc-h-arrow-right" data-track="3" > 8 key mental methods</h1>
Usually we meet with investors, the first sentence of the investor will ask us what we do, if a sentence is not clear, smart investors will think that you do not understand what you are doing deeply enough, greatly reducing the investor's good feelings for you.
For example, one of my trainees introduced the company in the business plan: We are a marketing automation software that helps brands and merchants improve sales efficiency on the e-commerce platform.
Another example: Jiange is a Chinese capital market and investment and financing education and consulting platform. Provide systematic training and consulting services for investment, financing and listing for entrepreneurial and innovative enterprises.
2. Tell investors about the pain points of your industry
The second sentence is to tell investors the pain points and needs of your industry, there are pain points and needs, such as usually we have a cold, will feel very uncomfortable, there will be headache fever, runny nose, weakness symptoms, normal we will not go to the doctor first, but first go to buy a box of over-the-counter cold medicine, mainly to alleviate their own headaches, runny nose and weakness symptoms. Headache fever runny nose is a pain point, cold medicine is the need. is a product that provides a solution. Need and demand are dismantled, need is pain, seeking is happiness.
3. Tell the investor what your solution is
The third sentence should tell investors how to provide solutions for the pain points of your industry, for example: for small and medium-sized enterprises financing difficulties, financing expensive this pain point, the state for this pain point has carried out a series of reforms, launched: private equity funds, industrial funds, capital market registration system, relax the entry threshold for small and medium-sized enterprises to list, exit the Beijing Stock Exchange, the average profit in the past two years is not less than 15 million can apply for listing and issuance, if the market value of 10 billion, the issuance of 20% is 2 billion financing. For example, alibaba launched Taobao to solve the problem of merchant customer acquisition and information asymmetry, and in order to solve the problem of uneven quality and service of merchants and products, launched Tmall, be sure to explain clearly how you solve this pain point or social problem.
4. Introduce our team is not the best
Investment first choose the track, followed by the selection of people, investment is mainly to invest, to tell investors whether our team in this track is the best, who have been, what honors and achievements have been achieved. What is the academic qualification and professional background. For example, in recent years, the founders and teams of Internet companies that are relatively hot have professional experience in Internet manufacturers, for example, Didi founder Former Alibaba once served in Alibaba Group for eight years, and has successful management experience in regional operations and Alipay B2C business. Douyin founder: Zhang Yiming has participated in the creation of many Internet companies such as Kuxun and Jiujiufang, and has also done rice with Wang Xing.
5. Whether the product has been tested by the market
With pain points and demand there is a market, in order to produce the corresponding solutions and products, after the product comes out, has not been tested by the market, whether it can be sold, if your product may be a pseudo demand, the user does not pay for it, or the frequency of use is not high, and can not support a business model, then this product is also a failure, .
6. Customer evaluation and word of mouth
After the product reaches the consumer for use, how is the consumer experience and evaluation? For example, your product or service does not solve consumer problems or does not bring good results and experiences, and may be surpassed by competitors or abandoned by people. Good products must rely on user speech, can continue to grow and based on a certain product experience in the market, user reputation, marketing is only to solve the problem of how to sell the product, experience and word of mouth to solve the problem of how to continue to sell. Take the current restaurant as an example: some restaurant marketing advertisements are very good and extensive, all of a sudden will let many people know, consumers can not retain customers after the first time to come in to consume is the key, continue to eat in this restaurant is the fundamental solution to the longevity of this restaurant, if only come in once, the second time will not come, then the business of the restaurant will certainly be increasingly bleak, difficult to survive.
7, how big is the market space in your industry
Any industrial market space determines the size of the enterprise, for example: do you do national business or do provincial business, ? Are you doing global or Chinese business, and how big is your market? It must be accurately analyzed and reasoned, presented with data, and show the necessary market basis to be positive.
For example: China Mobile each person's average monthly minimum consumption package is 20 yuan, then There are 500 million people in China using China Mobile, the annual market space is 100 billion shares, if a billion people or per capita monthly consumption of 100 yuan, the annual market share is trillions.
8. Talk about your dreams.
Dreams are the key to supporting a person to move forward, but also the key to attracting top talents, a great business must have a great dream at the beginning. Ma's dream is to change the world with the Internet. Jiange's dream is to let every entrepreneur be able to play with capital. What is your dream? Many people may be difficult to talk about their dreams, but they do not know that the top masters and investors pursue the embodiment of the value and meaning of life, rather than simply making money. Investors look at whether a company can become bigger, and dreams and patterns are also one of the important measurement dimensions.
Pay attention to the "Jiange Says Capital" public account, take you to understand capital, play with capital!