When starting a business, many if not most founders are aware of the importance of their story - where they came from, how the idea formed, the charming or synchronicitous nature of their company’s provenance. These details are important, they engage the listener and add to the character of the company, but that is not enough to get investment.

The narrative is the full arc of the story, and it is a mistake to conceive of it only as merely what led you to this point. The narrative should start at the beginning and reach through the present to the future, featuring all notable steps along the way:

How you identified the business problem - why does it matter - how will you solve it - a vision of the changed landscape after.

A narrative is an account of connected events, so make sure there is connection and flow.

As with any good story, the points should always be relevant, so leave out the extraneous. Predictability is a problem; would you want to watch a film where you knew exactly what was coming? How often do you think your potential investor reads the same 3 year forecast? Keep this in mind when putting together the deck, and you’ll achieve a freshness in your pitch that others lack.

Similarly, would you be drawn in by a book where things only go right? No perfect plotline was ever worth reading. If you’ve faced adversity, say so. If you’ve overcome challenges in your business journey to date, and still made it into the pitching room, that counts for something. Outline how you addressed them. This provides a three dimensional quality to you as leaders, and will engage your audience at a deeper level.  

RCP is a family office in London.  We invest in a wide variety of sectors, across diverse stages of development.  Get in touch to discuss what you’re building.  

Alicia Huertas