The ultimate planning guide for today’s fast-paced, “no-time-to-read” business environment.
• value proposition
• market analysis
• stakeholder needs
• pricing structures
… and more
Organized in a handy workbook format, Storytelling4 Entrepreneurs cuts through the clutter, theory and lingo so you can craft a compelling business story. Use the step-by-step method to develop a long-term vision, clear goals, effective messages and winning pitches.
Entrepreneurs Workbook
Storytelling4 Entrepreneurs presents the key elements for building a successful business with storybook simplicity:
Storytelling is the best way to connect emotionally with the people who will grow your business. Watch your product come to life in an exciting narrative with a happy ending for partners, customers and employees.
Kim McDonald
www.storytelling4.com
After more than 15 years immersed in the fast-paced world of technology and start-ups, Kim is hooked on change and innovation. Her diverse background includes product management, marketing, business development and consulting for software, hardware, telecom and Internet companies. Kim has earned her BA and MBA—but she’s a firm believer that you don’t need a business degree to start and grow a successful business.
Kim McDonald
About Kim McDonald
Entrepreneurs Workbook Create Business Stories People Will Care About, Remember and Share
Workbook Table of Contents
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1. Storytelling Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 The Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 The Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 The Intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 2. Your Business Story Elements . . . . . . . . . . . . . . . . . . . . . . 47 The Plot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 The Characters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 The Setting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104 The Magic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
PAGE R COLO KEY
3. Building Your Business Story . . . . . . . . . . . . . . . . . . . . . . 185 The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188 The Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204 The Narratives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220 Elevator Pitch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222 Sales Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226 Ad Storyboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246 Business Strategy Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252 4. Infamous Last Words . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258
WHITE
GREY
GRAPH
Storytelling Thoughts
Business Story Example
Your Turn Worksheets
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Who is this workbook for? Novice Entrepreneurs Determine next steps for your business idea.
Seasoned Entrepreneurs Review and clarify your business strategy.
ALL Entrepreneurs Improve communication with the people who can contribute to your business success.
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This workbook will help you construct four versions of your business story: Elevator Pitch What you do and how you do it, explained in 15 seconds or less
Sales Presentation The value of your business to potential customers and partners
Ad Storyboard The outline of scenes that can be used in an advertisement
Business Strategy Summary A one-page overview of your current business strategy
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The Business Story Tell your story in different styles to suit each audience.
10
Audience PITCH TYPE
PARTNERS
EMPLOYEES
CUSTOMERS
Elevator Pitch
X
X
X
Sales Presentation
X X
Ad Storyboard
Business Summary
X
X
X
11
The StoriesBusiness Story Stories are ... natural.
“The human species thinks in metaphors and learns through stories.” — Mary Catherine Bateson
14
ANSWER
THESE Q
UESTION
S
Where did you get the idea for your busin ess?
15
Made-Up Words
Sunshine Heat Lamps
Write five words or phrases that describe your business.
Priority #1 child safety
Reliable and trustworthy
24
Expert design Reasonably priced
Green products: save energy and money
Your Turn: Words Write five words or phrases that describe your business.
25
The Business Story Your Business Story, a.k.a. Your Plan
i)BWF B QMBO 'PMMPX UIF QMBO BOE ZPV MM CF TVSQSJTFE IPX TVDDFTTGVM ZPV DBO be. Most people don’t have a plan. That’s why it’s easy to beat most folks.� – Paul “Bear� Bryant
44
45
“Trace the connection between the characters and that way a story or plot emerges.” – Anita Desai
56
The plot follows the people.
57
The Business Story The Narratives Create a consistent message using multiple formats.
220
Ad Storyboard
Elevator Pitch
Main Story Sales Presentation
Strategy Summary
221
Worksheet Table of Contents
278
Words ................................................. 24-25
Sidekicks ........................................ 102-103
Audience ............................................32-33
Customer Service ...........................117-119
Goals ..................................................42-43
Competition....................................125-127
Product(s) ..........................................50-51
Communication Checklist .......... 138-139
Plot ..................................................... 60-61
Expenses ........................................ 146-147
Kid’s Perspective ............................ 64-65
3-Year Expenses ...........................148-149
Villain ..................................................72-73
Pricing ............................................ 156-157
Frightened Villagers ........................81-83
Product Description ....................164-165
Heroic Expectations ..................... 94-95
Features & Benefits .....................168-169
3-Year Expectations .......................96-97
The Future ...................................... 172-173
Management Bio ...........................178-179
Wiser Words .................................. 216-218
Background ................................... 182-183
Elevator Pitch ..............................224-225
Heroic Expectations II ..................190-191
Sales Presentation..................... 230-245
Expenses II......................................192-193
Ad Storyboard ............................. 248-251
3-Year Expectations II ................. 196-197
Business Strategy Summary ... 255-257
3-Year Expenses II ........................198-199
Your Story Review ...................... 268-271
3-Year Math ..................................200-201
Act Now! ........................................ 276-277
Goals II .......................................... 206-207 Plot Development II ......................212-213 Audience View .............................. 218-219 279
The Business Story About the Author
After 15 years immersed in the fast-paced world of technology and start-ups, Kim is hooked on change and innovation. Her diverse background includes product management, marketing, business development and consulting for software, hardware, telecom and Internet companies. She has also traveled extensively and spent three years teaching English in Japan. Kim has a sociology degree and earned her Master of Business Administration from the University of Calgary—but she’s a firm believer that you don’t need a business degree to start and grow a successful company. Business is fundamentally about people, relationships and human dynamics. That belief, combined with Kim’s passion for innovation and creativity, inspired her first book, Storytelling4 Entrepreneurs Workbook, which empowers time-starved entrepreneurs with an efficient and engaging new method for business planning. Born in Alberta, Canada, she now lives in Austin, Texas.
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Consulting Services Beyond this workbook Storytelling4 offers options for entrepreneurs who want assistance to create their business story:
• Group workshops • One-on-one workbook “check-ins” and reviews
To learn more about these programs, email hello@storytelling4.com or visit www.storytelling4.com .
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