Wealth Management

Voted #6 on Top 100 Family Business influencer on Wealth, Legacy, Finance and Investments: Jacoline Loewen My Amazon Authors' page Twitter:@ jacolineloewen Linkedin: Jacoline Loewen Profile

January 12, 2012

How to Pitch and Get Investment


Having a business innovation is easy: pitching to investors for funding is much harder.
Entrepreneurs, business owners, sales people and corporate innovators often do remarkable presentations to pitch their concept—only to be rejected by corporate decision makers or private equity managers who do not grasp the long term value. Why does this happen?
Having watched private equity managers who access business pitches, the person on the receiving end—the “catcher”—tends to gauge the pitcher’s competence at carrying through, as well as the deal. An impression of the pitcher’s ability to open up and discuss the business in detail will quickly overshadow the catcher’s assessment of the value of the deal. In other words, if the pitcher can work with others, the deal moves forward. If there is any hint of resistance to team input, the deal is dead.
Having interviewed many private equity managers, there are patterns for those judging business opportunities.
Catchers subconsciously categorize successful pitches as show runners (smooth and professional), experts (quirky and unpolished) and neophytes (inexperienced and naive).
Research also reveals that investors tend to respond well when they believe they are participating in developing the business going forward. As Jacoline Loewen, a private equity expert, recommends, “ CEOs pitching their business should pull back and encourage comments on the business. Then use these comments to build on the Private Equity manager’s comments to make them feel they are adding to the future plans.”
To be successful pitching, whether marketing ideas, sales innovations, a start-up or a mature business, portray yourself as one of the three creative types – show runner, expert or neophyte. Then engage the catcher in a discussion where their views are discussed and integrated into the plan going forward.
By giving catchers a chance to shine, you sell yourself as a likeable collaborator.
You can Google back programs of The Pitch on BNN and watch how the private equity investors either warm to the pitcher or shut them down. See if you can categorize the pitchers who do achieve the thumbs up from the private equity panel. You will see they fall into one of the three categories and that they embrace comments enthusiastically and open up to ideas.

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