-
Storytelling4 Entrepreneurs presents the key elements for
building a successful
business with storybook simplicity:
valueproposition
marketanalysis
stakeholderneeds
pricingstructures
andmore
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.
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.
About Kim McDonald
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, market ing, business
development and consulting for software, hardware, telecom and
Internet
companies. Kim has earned her BA and MBAbut shes a firm believer
that
you dont need a business degree to start and grow a successful
business.
The ultimate planning guide for todays fast-paced,
no-time-to-read business environment.
www.storytelling4.com Kim McDonald
Entrepreneurs Workbook
Entrepreneurs WorkbookKim
McD
onald
Create Business Stories People Will Care About, Remember and
Share
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iv
Workbook Table of Contents
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vGRAPH
Your Turn Worksheets
WHITE
Storytelling Thoughts
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
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
GREY
Business Story Example
PAGE
COLOR
KEY
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vi
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.
Who is this workbook for?
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vii
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
10
Tell your story in different styles to suit each audience.
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11
Audience
PITCH TYPE PARTNERS EMPLOYEES CUSTOMERS
Elevator Pitch X X X
Sales Presentation X X
Ad Storyboard X
Business Summary X X
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14
The Business StoryStories
The human species thinks in metaphors and learns through
stories. Mary Catherine Bateson
Stories are ... natural.
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15
Where did you get the idea for your business?
ANSWER THESE QUESTIONS
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24
Write five words or phrases that describe your business.
Green products:save energy and
money
Reasonablypriced
ExpertdesignPriority #1
child safety
Reliable andtrustworthy
Sunshine Heat
Lamps
Made-Up Words
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25
Your Turn: WordsWrite five words or phrases that describe your
business.
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The Business Story
44
i)BWFBQMBO'PMMPXUIFQMBOBOEZPVMMCFTVSQSJTFEIPXTVDDFTTGVMZPVDBObe.
Most people dont have a plan. Thats why its easy to beat most
folks.
Paul Bear Bryant
Your Business Story, a.k.a. Your Plan
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45
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56
Trace the connection between the characters and that way a story
or plot emerges. Anita Desai
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57
The plot follows the people.
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The Business Story
220
The Narratives
Create a consistent message using multiple formats.
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221
ElevatorPitch
SalesPresentation
AdStoryboard
StrategySummary
Main Story
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278
Words .................................................
24-25
Audience ............................................32-33
Goals
..................................................42-43
Product(s) ..........................................50-51
Plot .....................................................
60-61
Kids Perspective ............................ 64-65
Villain
..................................................72-73
Frightened Villagers ........................81-83
Heroic Expectations ..................... 94-95
3-Year Expectations .......................96-97
Worksheet Table of Contents
Sidekicks ........................................ 102-103
Customer Service ........................... 117-119
Competition ....................................125-127
Communication Checklist .......... 138-139
Expenses ........................................ 146-147
3-Year Expenses ...........................148-149
Pricing ............................................ 156-157
Product Description .................... 164-165
Features & Benefits .....................168-169
The Future ...................................... 172-173
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279
Management Bio ...........................178-179
Background ................................... 182-183
Heroic Expectations II .................. 190-191
Expenses II ......................................192-193
3-Year Expectations II ................. 196-197
3-Year Expenses II ........................198-199
3-Year Math ..................................200-201
Goals II ..........................................206-207
Plot Development II ......................212-213
Audience View .............................. 218-219
Wiser Words .................................. 216-218
Elevator Pitch ..............................224-225
Sales Presentation ..................... 230-245
Ad Storyboard ............................. 248-251
Business Strategy Summary ... 255-257
Your Story Review ...................... 268-271
Act Now! ........................................ 276-277
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The Business Story
280
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 Calgarybut shes a firm
believer that you dont need a business degree to start and grow a
successful company.
Business is fundamentally about people, relationships and human
dynamics. That belief, combined with Kims 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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281
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
[email protected] or visit www.storytelling4.com .
Consulting Services
