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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

iv


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

v


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.

vi


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

vii


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)BWFBQMBO'PMMPXUIFQMBO BOEZPVMMCFTVSQSJTFEIPXTVDDFTTGVMZPVDBO 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.

280


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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Storytelling4 Entrepreneurs Workbook Sample