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How to build a traction narrative, pimp your AngelList profile, hustle on AngelList, and understand that fundraising is #&@* hard.,[object Object],@brendanbaker,[object Object],AngelPad – October 6, 2011,[object Object],Brendan Baker,[object Object]
Shiny Ego Stuff,[object Object],*,[object Object],	Not a founder (yet),[object Object],Brendan Baker,[object Object]
Our options,[object Object],1,[object Object],Building a Traction Story,[object Object],2,[object Object],Pimping Your AngelList Profile,[object Object],3,[object Object],Hustling with AngelList,[object Object],4,[object Object],Fundraising is $%*@ hard,[object Object],Brendan Baker,[object Object]
Building a Traction Story,[object Object],Brendan Baker,[object Object]
1,[object Object],How do investors think?,[object Object],Brendan Baker,[object Object]
Momentum.,[object Object],Green is good.,[object Object],Brendan Baker,[object Object]
Excitement > Hesitation,[object Object],Amplify and focus on the excitement points. ,[object Object],Surface and deal with the hesitation points.,[object Object],Brendan Baker,[object Object]
Derisking.,[object Object],Can they build the product?,[object Object],Will people use it?,[object Object],Risk,[object Object],Will people pay for it?,[object Object],Will people come in mass?,[object Object],Progress,[object Object],Derisking often happens in steps.,[object Object],These steps may vary for different startups.,[object Object],Brendan Baker,[object Object]
Investors respond to a story.,[object Object],	Storyboard. Make the pieces fit together. ,[object Object],A story here means the takeaway message you want them to have, not something you’ll say directly.,[object Object],Brendan Baker,[object Object]
2,[object Object],What is traction?,[object Object],Brendan Baker,[object Object]
Traction is yourstory of momentum, told through quantified evidence of market demand for your product.,[object Object],Brendan Baker,[object Object]
“your story”,[object Object],Not told directly, but implied in examples of evidence.,[object Object],Your traction is unique – use examples that are unique.,[object Object],Don’t hide weaknesses, but frame them.,[object Object],Brendan Baker,[object Object]
“quantified evidence”,[object Object],Yes,[object Object],Maybe,[object Object],Profits,[object Object],Revenues,[object Object],Active users,[object Object],Engagement,[object Object],Customers/clients,[object Object],Registered Users,[object Object],Downloads,[object Object],Partnerships,[object Object],Traffic,[object Object],Cohort progress,[object Object],Engagement progress,[object Object],Product velocity,[object Object],No,[object Object],Press,[object Object],Testimonials,[object Object],* This isn’t a set list. Use evidence that makes sense for you. ,[object Object],Brendan Baker,[object Object]
“Market demand”,[object Object],Dynamic > static.,[object Object],Use evidence that describes momentum, and hints at market potential.,[object Object],Graphs or growth numbers can work.,[object Object],Brendan Baker,[object Object]
3,[object Object],So the traction story should show the path from product to market.,[object Object],Brendan Baker,[object Object]
Some examples,[object Object],Brendan Baker,[object Object]
Remember:,[object Object],The story is the implied message you want to send. It’s not something you’ll say directly. ,[object Object],	Think of it this way: say you pitched an Associate at a VC firm. She liked you, and had a minute to describe your status and progress to a Partner. What would you want her to say?,[object Object],	That’s your target story. Tell it with traction.,[object Object],Brendan Baker,[object Object]
story,[object Object],“They’re super early, but theybuild and learn fast. They’re worth betting on.”,[object Object],traction,[object Object],Brendan Baker,[object Object]
story,[object Object],“They’re creating a marketplace. That’s hard, but theyknow it. Theyknew theyhad to build the supply side first, and theynailed it. Now they’re tackling the demand side. Early indications are good, and I think they know how to ramp it up.”,[object Object],traction,[object Object],Launched in March 2011:,[object Object],[object Object]
11K uniques (growing 40%/month), with 3% conversion
avg purchase of $45 (growing 5%/month)
$120,000 revenue run rate (increasing 30%/month)
Just signed partnership with Yahoo! And ramping up ads.Brendan Baker,[object Object]
story,[object Object],“They’re accelerating theirschool by school rollout. The first schools are showing faster adoption than Facebook at their start, and are already nearing local market saturation. They’ve started in the next set of schools, and adoption and engagement is even higher. They’re releasing faster than anyone I’ve ever seen, and it’s working.”,[object Object],traction,[object Object],Launched 2 months ago in first school:,[object Object],[object Object]
Weekly actives: 55%
Feature requests: course sets, note sharing, daily deals  V2With V2, now ramping to 10 more schools in 3 months:,[object Object],[object Object]
Each school population is downloading the app at a 15% faster rate
Engagement (photos shared, messages, etc) has increased 40%+ over V1Currently building V3 with virality features, and planning to build street teams to reach the next 25 schools.,[object Object],Brendan Baker,[object Object]
Pimping your AngelList Profile.,[object Object],Brendan Baker,[object Object]
1,[object Object],Your job is to capture their attention.,[object Object],	Don’t tell your life story. Focus on memorable highlights.,[object Object],Brendan Baker,[object Object]
2,[object Object],You’re in a market for early stage funding.,[object Object],Be unique. ,[object Object],Don’t take is personally. ,[object Object],Nobody cares about your problems.,[object Object],Brendan Baker,[object Object]
3,[object Object],The best info, as concisely as possible.,[object Object],Be focused. ,[object Object],Second draft = first draft – 25%. ,[object Object],Third draft = second draft – 25%.,[object Object],Brendan Baker,[object Object]
4,[object Object],80/20: 80% what you’ve done, 20% where you’re going.,[object Object],Investors will extrapolate your past success to predict your future progress. This is different in other pitching contexts.,[object Object],Brendan Baker,[object Object]
5,[object Object],Evidence trumps potential.,[object Object],Every time you call yourself a ‘visionary,’ a puppy dies. You’re not a gamechanger, seasoned professional, innovative, next generation, or any other overused catchphrase.,[object Object],Brendan Baker,[object Object]
6,[object Object],Conviction convinces.,[object Object],Use present tense and strong wording. ,[object Object],Avoid weak shit like ‘we’re planning to…’,[object Object],Brendan Baker,[object Object]

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