Field of Dreams
Just because you can build your product does not mean customers will come to buy it. Investors care more about building businesses and the value of an asset than they do about building product (or services). Focus on building the business -- not just building the product.

Market Validation or Let Mikey Eat It
In the TV ad, kids wonder whether a breakfast cereal will taste good so they let Mikey try it. Too often companies do the same thing when they say they will sell to distributors or other intermediaries. This is a cop out. Investors know intermediaries do not make markets. Make sure you can identify and sell your product directly at least a few times. Know the way so you can show the way.

Choose Your Team Carefully
Investors fund you and your team not your business plan. If your team can’t convince investors they have the skills to execute your business plan little else matters.

Following the Puck
A famous hockey player said his success was knowing where the puck was going -- and being there at the right time. Too many entrepreneurs are following today’s products and markets. Describe how your product strategy anticipates the future. If you want to lead, be out front with something others will want to follow.

The Rising Tide
While it is better to sell into a growing market instead of a shrinking one, growth markets do not guarantee success. Describe how you will differentiate your products or otherwise create a competitive advantage so you can grow with the market.

More Is Less
All deals consist of a lot of details. But investors are easily overwhelmed or bored by irrelevant details. Make sure your presentation focuses on a few details that are important to the deal. Keep it simple. Don’t talk faster: Get rid of excess information.

Put a Face on the Deal
Customers and companies are faceless. Talk about people using your products in their activities. Give your product or service character. Turn your company’s products or services into a human interest story. Markets don’t buy products. People do.

What’s the Deal
An investor presentation that doesn’t describe what you want is a sales presentation that doesn’t ask for the order. Forget ROI. Forget valuation. Describe how much money you want, how you will use it, and your exit strategy. Then ask for it.

The Empty Suit
No matter what your acting skills, good acting can’t overcome a presentation that lacks substance. Investors look for presentations with substance, based on logic, delivered with conviction. Describe your deal in cold blood not with hot air.

Mouth Open Ears Shut
An investor presentation should not be a monologue or a lecture. If an investor asks questions or offers suggestions, listen carefully. Aside from common courtesy, you may learn something. You may also learn that the investor is watching how you react to being challenged or how you consider alternative viewpoints. If you have all the answers, make sure you are answering the right questions.