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Nailing Your Perspective Framer
Your perspective framer is the second slide in your deck (and the first “content” slide). It is critical to set the perspective from which investors will interpret the rest of your deck's contention.
If you set the wrong perspective, investors won’t see potential reasons to back up your company. You can pitch the best company possible, but investors will never see the value if they don’t look at it through the right lens.
This is a significant reason why companies that build products that VCs would use or products used by the racial, age, and gender demographics that dominate the VC industry tend to be easier to fund. It’s not that they are explicitly biased; it is simply that they don’t understand why people they can’t relate to would purchase products they can’t relate to.
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How to improve your perspective framer:
Relateable Problem - No matter what you sell, you are solving a problem that 100% of people can relate to. For example, I worked with a company that sold oat milk. They struggled significantly to pitch this to (generally) older white men with zero interest in oat milk. Simply adding a perspective framer: “Imagine you are a young woman trying to stay healthy, live an active lifestyle and join the fight against climate change.” drastically changed their success rate. Suddenly, investors had problems they could relate to, such as health, lifestyle (fitting in with friends), and climate change, and they understood why a young woman would buy this product. They looked at it through the lens of the target consumer and related through universal problems.
Target Audience - Make it clear who your target audience is if it isn’t the investor. This way, they can disassociate from their own consumer preferences and adopt the preferences of your target audience.
Foreshadow - Hint at the size of your market and the innovation of your solution. You always want to give them a taste of what is to come and reason to keep paying attention. What you highlight here will also be seen as the "key” reasons to invest.
Do you have a strong perspective framer? |
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