Entrepreneurship

Landing

Arriving at your destination took work, but the task is not complete until you stick the landing.

As I enjoyed the serenity of birding on a morning walk, I noticed how birds are quick to take off and fly around with ease, but there’s definitely a final moment of attention required to land.

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In the midst of a transition? Stay golden!

The excitement of new is easy to like. The forever dance of enjoying a hobby or building a business then takes persistence. As momentum creates ease, it can be easy for attention to slip. Whether it’s a small task or an epic exit, pushing toward a strong finish can actually be more challenging than everything leading up to it.

When it’s time to finish strong, make no assumptions. Stay detail oriented to complete the sequence. With another successful landing under your wings, let the experience inspire fresh vitality as you shift gears and remain open to next.

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Every moment is the end of something.

By Ben McDougal, ago

Allergy Shots

I’ve embarked on a campaign to cure my seasonal allergies. Trying to understand the details of this immunotherapy reminds me how clarity effects confidence.

With allergy shots that require weekly visits for the first several months, then monthly visits for 2-5 years, you’d think there would be a sharp collection of resources to highlight treatment options, insurance codes linked to cost of care, and benefits/risk comparisons.

Proactively investing in your health is hard enough. Feeling like you’re taking a gamble without clarity on how a long-term effort may (or may not) come together, makes it way harder. I understand that healthcare is complex because everyone’s body and health habits are different, but there’s seemingly enough commonality to allow for a solid base of standardization, paired with different options and disclaimers to keep the variables in focus. Wish me luck, but this decision-making process has been cloaked in fog.

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“Imagine life as a game in which you are juggling five balls in the air. Work, family, health, friends, and spirit. And you’re keeping all of these in the air. You will soon understand that work is a rubber ball. If you drop it, it will bounce back. But the other four balls – family, health, friends, and spirit – are made of glass. If you drop one of these, they will be irrevocably scuffed, marked, nicked, damaged or even shattered. They will never be the same.” –Bryan Dyson

As we look through the lens of entrepreneurship, delivering fearless clarity may put you on the hook and will turn some prospects away, but it adds efficiency to the sales process and leads to more satisfaction from better customers.

This does not mean we simplify everything. Simplification is polarizing, so delivering confidence through clarity is more about sequencing. Try delivering less information to ensure clarity, then support a well communicated slowness with connected resources to meet a prospect’s specific needs. This sequenced effort gives people what they need, when they need it. When everyone feels informed, confidence increases and the opportunity for more lasting collaboration is refined.

By Ben McDougal, ago

Attention Traps

We’ve spent all month exploring early moves to evolve business ideas into reality. Using your time dedicated to no-code wireframing, actively listening to others, telling customer stories with a colorful business model canvas, and escorting execution with business plans, let’s translate emerging insight into snapshots of your business. The one pager, pitch deck, and investor memo are different types of attention traps entrepreneurs can use to connect with those who care.

One Pagers

The one pager is a punchy asset built to describe the most important elements of your business. Concise is nice, as the goal is to create immediate intrigue from everyone who receives it. Speaking of everyone, a one pager should be ready for anyone. This means you must find a balance between enough details to show substance and realistic potential, without giving away the secret sauce.

While you know a lot about your business, the goal is simple. Create enough curiosity to keep the conversation flowing. For more on how to sequentially guide people through the layers of understanding, scrub to minute 10:45 in this talk I shared at a 2022 raising capital seminar.

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Here’s my guest column on consistency in the Business Record!

As you consider what content to include and how to format so much goodness into such a tight document, here is the FliteBrite one pager from 2015 and there are many other sharp templates online. Once you have a one pager ready to share, let’s connect! I’d love to look it over and can provide feedback if you’d like, but can also feed momentum by sharing your new one pager with strategic investors.

Pitch Decks

The pitch deck is like a slide deck used in a verbal pitch, but with more information to help recipients (often investors) learn about your venture. Within 10-15 slides, present the story of your business with eye-catching visuals, data-driven details, and links to more supportive content. A concise pitch deck showcases your storytelling skills while entertaining an audience who is about to learn more about the market, problem, your solution, traction, moat-digging differentiators, the team, vision, and how to contact you.

Knowing this attention trap is most often needed by founders raising financial capital, even if it’s in a closing appendix, it’s good to include more data-driven details in a pitch deck. Like handy back slides during the Q&A portion of a pitch, clear financial projections, existing market research, how money will be spent, and customer discovery results are all good ways to prove you understand your business plan and how the numbers work.

That said, don’t numb readers. Avoid small font and word salads. Incorporate imagery that supports a captivating story. Translate your mission while making it clear how this venture will deliver serious returns. Like the one pager, pitch decks are not crafted to secure an investment. They are designed to fuel curiosity and more conversation.

Investor Memos

Commanding a dynamic investor memo keeps people informed with the ongoing progress of your company. Along with sections you include in a pitch deck, investor memos create space to highlight the evolving details of your fundraising campaign, key performance metrics (KPIs), data visualizations, recent milestones, multimedia, current needs of the team, and future goals for the company. Platforms like Carta, Build Memo, Visible, Paperstreet, and Notion make it easy to manage accurate, updated, and communicated investor memos. The quick-to-digest, but also real-time information is why investor memos are popular among well-articulated founders raising venture capital.

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If you can’t explain it simply, you don’t understand it well enough. -Albert Einstein

As we finish sipping on these three different types of attention traps, let’s commemorate how alternate versions of each document may help you share the most impactful details with the right audience. For example, a pitch deck for local angel investors may be different than a pitch deck for a global venture capital firm. Connecting everything can also add efficiency, but maintaining a well-organized data room is not for the faint of heart. As any company evolves, so will the need to update documents that tell its story.

By Ben McDougal, ago

Escorting Execution

After a few early moves, developing a business plan is a hearty exercise. Business plans are less pivotal than some scholars preach, but writing a business plan does force you to pick through the details of your business. This deliberate planning will help pave a path toward sustainability. The understandings will also help you articulate honest details to potential co-founders, investors, and early adopters.

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I considered sharing the original FliteBrite business plan from 2016, but decided to keep this detailed document offline. That said, if you’re building and would like to look at this multimedia masterpiece, send me a note and we’ll look at it together! If you’d like feedback on your emerging business plan, I’d be happy to discuss that as well.

This first version of a business plan does not need to be super long, but it should include a handful of key elements. While this can feel heavy, the work you previously put into wireframing and canvasing will lighten the load as you flesh out details. Below are the traditional elements to include:

  1. Executive Summary
  2. Company Description
  3. Market Analysis
  4. Products & Services
  5. Marketing & Sales
  6. Operations
  7. Financials
  8. Appendix

While using a standard form may add efficiency for readers, one size does not fit all. Consider how you’ll be using this dynamic document and who will be reviewing it. There are more details and endless examples online, such as this guide from the U.S. Small Business Administration, which will help you cater a business plan to your needs.

Creating a business plan is rarely a waste of time, but they do become a required asset when you’re raising financial capital. A few situations where you’ll likely need a business plan include grant applications, traditional bank loans, equity financing, and pitch competitions. Entrepreneurial support organizations (ESOs) may request a business plan to activate their services as well.

As you build a business plan, use a clarifying framework, concise content, and mark areas that may need to be frequently updated. This makes the document interesting, more digestible, and easier to maintain. Along with keeping this evolving asset fresh, consider how your business plan connects to support other emerging resources that collectively paint the picture of your company.

Stay tuned as we’ll look at one pagers, pitch decks, and investor memos next week, then explain how to weave everything into a forwardable investor pack as we conclude this month of themed tactics geared to keep your idea from slipping toward someday.

By Ben McDougal, ago

Canvasing

The New Year is already starting to feel like old news, eh. Let’s shake off that early temptation to push your new idea toward someday. Look, I get it. There was intoxicating enthusiasm when you first thought through everything over the holidays. As you’ve returned to routine, the idea that felt like it was the one & only thing that mattered, now seems to be falling down your priority list.

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This is normal, but we’re not normal!
We are the weird who make a ruckus.

After some creative wireframing, I challenge you to setup (at least) two meeting to breath life into this budding idea. First, meet with a #givefirst mentor. This should feel like a supportive space, but avoid rainbows and butterflies. Be realistic by sharing the exciting aspects of the idea, but also the challenges. As discussed in YDNTB, a fast no is much better than a long, wrong yes. That said, playing it safe is easier than activating initiative, so don’t let early doubt slow you down. Instead, welcome it. Let this energizing form of curiosity uncover new understandings. Pivots are inevitable and this exploration adds confidence as the original ideal is tweaked toward product-market fit.

After transparently talking with that trusted mentor, the next meeting is with a potential customer. This will feel too early, but it’s not. Your actually protecting your personal bandwidth by not swinging at a bad pitch too many times. Be smart to optimize these early interactions. Arrive prepared to ask good questions. Take notes and speak less so you can actively listen to how this potential early adopter is responding. Are you building a pain killer or vitamin? Remember, feedback is data and this is only one data point, but let this conversation absorb reality into the idea. Show up, stand out, follow up, stay connected by accelerating their work, and let’s keep building.

To do so, let’s continue brewing into this month’s theme of early moves. The business model canvas is a tool for crafting a story that sells. Here is a business model canvas that includes a little extra encouragement.

As we dive in, I’d like to share a suggested cadence from a friend of mine. Based in Sacramento, JDM is a fellow founder, entrepreneurial ecosystem builder, and tenacious content creator. He will be sharing a caffeinated contribution soon, but the way he moves through the business model canvas caught my attention. In short, most business models can’t be told in one story so it’s not one box at a time, but one story at a time. Instead of trying to boil the ocean, organize different stories for each customer segment. I’ve numbered each box in this downloadable business model canvas as a friendly guide.

  1. Customer Segments – Start with the details of a particular type of customer. The goal isn’t to complete the Customer Segments box. It’s starting a story to follow through the rest of the canvas. Now lean into the pain as you move from box to box and watch as your solution transforms into a story.
  2. Value Propositions – Based on this single customer, outline the value you’ll deliver.
  3. Channels – Where will your business connect with this specific customer?
  4. Customer Relationships – Who are you working with and how will collaboration feel?
  5. Revenue Streams – Based on the first four boxes, what’s the exchange the value?
  6. Key Activities – To deliver on the promise, you must execute with action(s).
  7. Key Resources – Using all seven capitals, here’s what’s needed to keep building.
  8. Key Partners – We can do more with less in the connected era. Who helps you get where?
  9. Cost Structure – The financial capital needed to go from problem to solution.

By telling the story of how you’re creating value for one customer segment, hypotheses connect through all nine boxes and are properly contextualized. Now add more stories, one at a time. To stay organized, use a clean business model canvas for each customer. With different stories told for each customer, color code each story as they are merged into one business model canvas. As everything blends together, the rainbow of color creates a roadmap to reality.

By Ben McDougal, ago