如何介绍你的商业计划(二)

贝里说“你的资金相匹配真实的目标，” “不要以为你会得到数百万的风险资本，除非你有一个好的开始与之前的记录，一具非常强的潜在商机，和一个现实撤出的策略。如果你正在寻找几十万美金，调查天使投资者，种子基金的投资者和/或种子基金的资金。投资者需要了解哪些是高增长和高风险策略，和哪些接受较低的增长和较低的风险。
Many of the decisions by investors are based more than financials. "A lot is based on the personal confidence they have in you. It's not just numbers on a piece of paper," Pinson says. "Today is a very difficult time for investment capital." One way to prove to investors that you are investment-worthy is to show that you are investing in the business, too, by putting up your own capital and being willing to trade some equity for their financing.
许多由投资者的决定是基于财政上的，“许多是基于他们对你的信心。这不是数字在一张纸上的，”平森说。“当今对于投资资金是非常困难的时刻。”有一个方法证明你的投资是否值得，说明你的投资是企业投资，也通过把你自己的资本将愿意为他们的资金做一些股票交易。
Prepare Your Message. A pitch needs to be prepared in a variety of formats to take advantage of not only the formal pitch and presentation meeting but the informal chance meeting in an airplane or elevator. Here are a few types of pitches:
准备你的信息。一个议案需要在各种格式准备不仅是议案和介绍正式会议，但在飞机上或电梯的非正式会议做出优势。 这里有几个类型的方式:•    E-mail message and elevator pitch. Every entrepreneur should have a short, concise speech ready whether they step onto an elevator or prepare to travel on an airplane. You never know who is going to be sharing the ride with you. "It's the 60-second or two- or three-minute pitch where one person in a seat tells the other person about their business," Berry says. The key words to keep in mind while crafting this message are: quick, powerful, and condensed.  You won't have the investor's attention for long so condense this message. Berry suggests a one-page e-mail and/or a 60-second elevator speech are sufficient.
电子邮件和开场白。每一个企业家都有一个简短，简明的演讲是否准备进入电梯还是准备上飞机旅行。你从来不知道谁将会与你分享的。“在一个人坐下60秒或两或三分钟告诉其他人关于他们的业务。”贝里说。要记住关键的词，这个信息是要构思：快，有力的和简有的。你不会有很长，简明的信息引投资者注意。贝里建议一个一页的邮件或60秒的电梯演讲就足够了。
•    Summary memo. This is a lengthier treatment of your elevator pitch. It consists of a 2-5 page memo summarizing the need or want you fill as a business offering, your target market, differentiation, growth prospects, management team, and your financing plan, Berry says. It's important to emphasize how much money you need from investors, how much of your company ownership you're prepared to give in exchange, and how you're going to turn that back into money for them, including when and how much, he says.
备忘录概要。这比你的开场白要长。它是由一个2～5页的备忘录总结，需要或看作业务要求填写，你的市场目标，区别，前景增长，管理团队，和你的理财计划，贝里说。它是强调你从投资者那里需要多少钱的重要性，你公司准备多少所有权给他们交换，和你如何运转回他们的钱，包括什么时间和多少，他说。
•    Pitch presentation. This is your more formal pitch presentation that you make to investors. Cover the same elements included in your summary memo and in the executive summary of your business plan. Plan on 20 minutes maximum with no more than 10 slides, and use pictures and diagrams, not bullet points, Berry says. "Don't ever read bullet points in a presentation."
议案介绍。这是你做给投资者正式的议案介绍。覆盖相同的元素包括在你备忘录概要和在你的商业计划执行的概要。计划最多在20分钟不超过10个幻灯片，和使用图片和图表，没有要点，贝里说。“永远不要在介绍中阅读要点。”
How to Choose Potential Investors
何如选择潜在的投资者
Research Potential Partners. Potential investors can range from family members and friends to venture capitalists or angel investors. "You should choose an investor as carefully as you choose a spouse," Berry says. "Look for investors who will be good long-term partners. They have to be comfortable with you and you with them." That's because you are going to be spending a lot of time with your investors if they become financial partners in your business. There are meetings, reports, and reviews. They may also seek new management if you don't do a good job meeting your goals.
寻找潜在的合作人。潜在的投资者可以延伸从家庭成员和冒险的企业资本家朋友或天使投资者。贝里说“选择一个投资者应该像你选择配偶一样小心，”“寻找投资者将要有良好长期的合作关系。他们必需与你和他们相处舒适。”如果他们在你的商业中变成了金融的合作伙伴，那是因为你要花费大量的时间在你的投资者身上。他们的会议，报告，和评论。如果你没有做好并达到自己的目标，他们也可以寻找新管理者。
"If you want partners who will just give you money and leave you alone, search for investors who do that -- and good luck with that," Berry says. "Very few people write checks to businesses and then forget about them."
贝里说“如果你想合作人谁给你钱和不干涉你，寻找运气好的投资者。”“很少有人会给企业写好支票便抛之于脑后。”In today's economy, you have to explore many different avenues before you secure financing. On one hand, venture capitalists frown upon businesses that blanket potential investors with their business plans. "Do not under any circumstances shower potential investors with mass print or electronic mailings," Berry says. "They'll know you did, and it won't work. Instead, focus on a few, well-researched targets." On the other hand, if you only approach one or two potential investors, you may have to wait a long time before hearing back.  "You're probably pretty quickly going to see that most of them are going to say, 'No, this won't work today. Our funding is not there for this now," Pinson says.
在现今的经济，你必需要你可靠的资金之前去探测很多不同的方法。一方面，风险资本家反对覆盖潜在投资者的商业计划。“在任何环境下不能与大量印刷物或电子邮件给潜在投资者。”贝里说。“他们将知道你做了，和它不会工作，相反的，集中在少数，精心研究目标。”在另一方面，如果你只接近一个或二个潜在投资者，你可能需要等待很长的一段时间才能回复。“你们可能会很快的看到他们大多数会说，不行，今天不是工作日，我们的资金不能现在给到这里，”平森说。Here are some tips on finding the right investors to approach:
这里有一些提示去发现正确的投资者：•    Who you target is very important. Pinson advises that you research which investors tend to know your industry well and invest in companies in your industry. She says you may want to start by approaching those investors with your plan.
谁的目标是非常重要的。平森建议你调查投资者也知道你的行业和投资于你行业的公司。她说你可以想通过接近这些投资者开始你的业务计划。
•    It's not always good to go it alone. "It's good to find intermediaries," Pinson says. Sometimes intermediaries can help you connect with the right investors. Join the chamber of commerce, talk to business professors, and search the Web. The U.S. Small Business Administration (SBA) sponsors about 1,000 Small Business Development Centers (SBDCs) around the country, most often hosted by universities, colleges, or state economic development agencies. SBDCs are designed to help entrepreneurs start, finance and run their businesses. Their counselors may know potential investors and may be able to introduce you.
它是单一，不总是好的。“找到好的中介是很棒的,”平森说。有时中介可以帮助你连接适当的投资者。参加商业会所，商业教授谈论，和网络查询。美国小型企业管理局在全国各地大约有1000小型企业发展中心赞助的，大部常常由大学，学院，或国家经济发展中介主办。小型企业发展中心是帮助企业家的出出发点来设计的，财务和经营他们的业务。他们的顾问可能知道潜在投资者和也许会介绍给你。
•    Seek compatibility. You should want investors who will become partners in building the business as well as funding it. Do your research and ask the right questions. "Do they know people who can help you? Are they familiar with your business area? Do they share your long-term goals for growth and eventual exit?" says Berry. "Are they good partners? Do the people in companies they've invested in regret it?"
寻找兼容性。你可能想谁将会在建立商业中成为合作伙伴再提供资金。你做调查并提出正确的问题。“他们知道谁会帮助你？他们是否熟悉你的业务？他们分享你长期的增长和最终退出的目标？”贝里说。“他们是否是好的合作伙伴？他是否在公司投资后后悔？”
Pitch and Presentation Tips议案和介绍技巧It's important to be versatile and to be able to deliver your pitch in a variety of different media. These days, a growing number of businesses take to YouTube to deliver their business pitch. Some angel investors like Berry have taken to reviewing some of the YouTube pitches before scheduling a face-to-face meeting with an entrepreneur. "It's a new world," Berry says. "That lets me see the people as they talk about their business and how they manage communication. It gives you more access to information faster."多样性以及能够通过不通媒介展现你议案很重要。这些天，很多业为需要向YouTube提供他们的议案。一些天使投资者喜欢贝里在安排与企业家面对面开会之前评论TuoTube的一些议案。“它是一个新世界，”贝里说。“这是让我知道他们，他们谈论他们的业务和怎样处理他们的信息。它给你很多更快的取到信息。”
Berry's new pitch website suggests entrepreneurs adhere to the following five steps to deliver the perfect pitch:
贝里的新议案网站建议企业家坚持以下5步骤来传达好的议案：•    Be specific and concise. Know what you want to say. Know your business plan. Pick out what matters most.
明确的和简明的。知道你想要说什么。知道你商务计划。挑出哪个重要的事。•    Sell yourself. This is the "why me" section. Talk about your skills, background, vision and why you can make it work.
销售你自己。这个是“为什么是我”的部份。讲出关于你有技巧，背景，想象和你为什么可以制造它。•    Sell your offering. Berry calls this the "heart" of the pitch. What need does your business fill? Why is anyone going to buy your product or service?
你的销售提供。贝里叫这个是议案的“心脏“。你的业务需要填充什么？为什么有要买你的产品和服务？•    Close the deal. This is where you put your salesman's cap on. Make sure to make a strong finish.
达成交易。这是你把你的销售员放在哪里。确保做出有力的结论。•    Nail your delivery. Practice makes perfect. So practice your pitch and presentation in front of family, friends, business associates, etc. and get feedback on how to improve it.固定你的交货。熟能生巧。所以你的方案在家属，朋友，商务合作人面前做介绍和他们的反馈来改善它。You also need to avoid some key pitfalls.
你还要避免一些主要缺陷。•    Don't memorize the presentation. "Know it like the back of your hand and be able to give it fluidly, using different words each time," Berry says.
不要背诵介绍。贝里说“了解它就像你的手背和并能够把它流畅，使用不同的字。”•    Avoid PowerPoint faux pas. The formal pitch is usually accompanied by a presentation, most often a slideshow, which you should also hand out to attendees at the pitch presentation. "Avoid bad PowerPoint like the plague," Berry advises.
避免使用PowerPonit。正式的议案是通常由介绍陪伴的，最常见的是幻灯片，你也可以发放议案介绍给参加者。贝里建议“避免坏的PowerPoint就像灾祸一样.”
Keep in mind what's in it for investors. "Describe what benefits you offer to specific investors and how that will make your investors money," Berry advises.
记住投资者。贝里的建议。“描述你提供利益的特业投资者和如何让你投资者获得钱.”
 Stay Flexible. In the text books, the standard process is that you make an elevator speech that produces a request to see your business plan, followed by an opportunity to pitch, which ends with investors offering you funding. However, Berry says, "The real world is not nearly as orderly as this would imply." Follow up with the investor but remember that the relationship is only going to work if it is mutually advantageous. If they want to invest, make sure you work with an attorney you really trust. 保持灵活。在原书中，标准程序是看你的商业计划询问产品做出一个电梯式演讲，在有一个议案的机会跟踪，最后与投资者提供你的资金。无论如何，贝里说，“真实的世界不是想象中有秩序。”与投资者跟进但是如果它是相互有利的记住只是工作的关系。如果他们想投资，确保你与代理人的工作真正信赖。In the end, you should think of the pitch and present process as a filter. "If nobody wants to invest in your business, yes, you might be the true visionary in a world of lesser beings, but -- no disrespect intended -- it's much more likely that the world is delivering you an important message," Berry says. "Maybe you need to revise your plan, go back to the drawing board and improve it. On the other hand, maybe this idea has fatal flaws and isn't going to work, and your failure to raise money has saved you a lot of heartache."
在最后，你应该想到议案和介绍程序就像一个过滤器一样。贝里说“如果没有人投资你的业务，是的，你可能在一个较小的真实世界但是--不要不尊重---这更可能是世界给你传递了一个重要信息。它是非常可能送你一个重要的信息在这个世界。”“也许你需要修正你的计划，回到制图板和改善它。在另一方面，也许这个主意有重大有缺陷所以行不通，筹钱的失败省去了你好多心痛。

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