Growth Story Articulation for Lenders and Investors
Lenders and Investors like good stories and like to be able relate to a company through familiar touch points. Growth story articulation is an extremely important tool to win the hearts and minds of your lender and investor audience. The story must be simple and clear. It must resonate with other standard growth story frameworks that are familiar to the lender. It must be educational and credible and use historical data points to build a strong case for scale-up inevitability. The strongest growth stories spring from the minds from highly experienced advisors who can summarize your growth in a few words and relate it to similar growth journeys of other companies. The ability to precisely distill your growth and put it into clear context for a lender is a gift that keeps on giving. It grabs the attention of the reader and credibly educates them. As opposed to directly selling your growth with exaggerated language, quality growth story articulation soft sells the reader. It allows the lender to gain comfort and eventually sell the story to themselves.
There are a number of growth story frameworks that are best sellers in the lender market. The lender needs to palpably feel the power of the growth story after reading it. If they palpably feel the growth story, they can relate to it and want to be a part of it. The lender then sees how their loan can solve your capital constraint. Some of the bestselling growth stories are:
- Increasing capacity to accommodate increased demand.
- Adding new products to sell to existing customers to increase share of wallet.
- Adding new distribution channels to reach new customers.
- Leveraging a cost advantage to penetrate new markets.
- Migrating to a higher margin product from a lower margin service.
Frequently Asked Question
It is important to show that you think in a financial manner when projecting growth. The use of financial measures and metrics gives the lender an easy way to understand and calibrate your vision.
A written word-based document is superior to a PowerPoint because you have more opportunity to educate the reader and to give them multiple levels of logic and description.
Yes, you should because they know all of the growth story articulation frameworks used in the lending markets and can choose the most effective one for you.
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Attract Capital is a highly skilled creator of growth story articulation. Our approach grabs and sustains the attention of your audience, taking them from prospects to converts.
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