Ok, from the title of this post you probably think I'm going to write about sell copy or writing a great positioning. But no. This is about the value of entrepreneurs bringing outside eyes to the table when they're in pitch mode. This is the story about how I helped a startup raise their first round in San Francisco.
I had prior experience in advertising on a leading retail brand with this startup's target market. No wait, let me backtrack. The founder had identified a target market for the software he was designing, the users he was developing the platform for. I identified a large consumer market who'd use the app, potential clients of the people the app was designed for. And if he got consumers using it, what he was building would be of value to a large category of national and global brands. But he needed to build out the product to test the concept.
He'd already got the support of an accelerator and some goodwill and early media within the startup community so to raise his first round, I helped him develop his business plan to pitch investors on the value of a software solution that created a circle of content, engagement and purchase between his users, who needed consumers as clients, who needed to purchase products. It was beautiful. And within 6 weeks landed him his first investor.
While I can dress up a business plan into something that looks like what we think investors want to see, my biggest value-add for entrepreneurs is my audience-centric background in advertising which helps me jump from one category to another easily when there's a lot on the line.
Brenda van Ginkel
Every brand that is making a difference to people or the planet deserves to stand out and be noticed. I write about creative direction and brand strategy for entrepreneurs and those supporting them, packaging concepts with messaging for growth and audience engagement in a crowded, noisy digital space.