storytelling4 entrepreneurs workbook sample

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 MBA—but she’s a firm believer that

you don’t need a business degree to start and grow a successful business.

The ultimate planning guide for today’s fast-paced, “no-time-to-read” business environment.

www.storytelling4.com Kim McDonald

Entrepreneurs Workbook

Entrepreneurs WorkbookK

im M

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Create Business Stories People Will Care About, Remember and Share

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Workbook Table of Contents

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GRAPH

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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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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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

The Business Story

10

Tell your story in different styles to suit each audience.

11

Audience

PITCH TYPE PARTNERS EMPLOYEES CUSTOMERS

Elevator Pitch X X X

Sales Presentation X X

Ad Storyboard X

Business Summary X X

14

The Business StoryStories

“The human species thinks in metaphors and learns through stories.”— Mary Catherine Bateson

Stories are ... natural.

15

Where did you get the idea for your business?

ANSWER THESE QUESTIONS

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

25

Your Turn: WordsWrite five words or phrases that describe your business.

The Business Story

44

be. Most people don’t have a plan. That’s why it’s easy to beat most folks.”– Paul “Bear” Bryant

Your Business Story, a.k.a. Your Plan

45

56

“Trace the connection between the characters and that way a story or plot emerges.”– Anita Desai

57

The plot follows the people.

The Business Story

220

The Narratives

Create a consistent message using multiple formats.

221

ElevatorPitch

SalesPresentation

AdStoryboard

StrategySummary

Main Story

278

Words ................................................. 24-25

Audience ............................................32-33

Goals ..................................................42-43

Product(s) ..........................................50-51

Plot ..................................................... 60-61

Kid’s 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

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

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 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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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 .

Consulting Services