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What's New at Lauson? |
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Acknowledgments | |
Introduction | |
Investor Relations for Entrepreneurs | |
PART I | |
Chapter 1 | |
Raising Money in an Age of High Anxiety: Why Investors Have Business Plan Phobia | |
The Real World | |
The Underlying Issues | |
Corrupted Process | |
Some Examples | |
The Messages | |
Costly Implications | |
Chapter 2 | |
Ask the Wrong Question and You'll Get the Wrong Answer--Where We've Gone Wrong in Thinking About Business Plans | |
If it Seems too Good to be True | |
So Why Do We Keep Doing Business Plans? | |
Why We do It | |
What's the Problem? | |
Chapter 3 | |
Is Planning a Useful Exercise? What the Research Shows | |
Some Scary Implications | |
Surprising Research Results | |
Whatís the Problem? | |
Learning from Celebrities | |
PART II | |
Chapter 4 | |
Look Inward: What Is Your Startup Karma? | |
For Love or Money? | |
Karma and Your Business | |
Questions to Ask Yourself | |
What Investors Really Want to Know | |
The Entire Package | |
Chapter 5 | |
The Presentation: Giving Form to Your Ideas | |
Getting Ready | |
Twelve Questions | |
Recycling Opportunity | |
Chapter 6 | |
Compose a Synopsis | |
An Executive Summary | |
A Query Letter | |
Bringing the Two Together | |
An Example | |
Your Synopsis | |
Chapter 7 | |
Develop Meaningful and Hard-Hitting Financials | |
The Financial Package | |
Putting It Together | |
Example Financial Documents | |
Chapter 8 | |
Build a Web Site That Demonstrates Your Business Model | |
Typical Scenarios | |
What Every Web Site Must Accomplish | |
What You Don't Want from a Web Site | |
Putting It All Together | |
Chapter 9 | |
Use Publicity to Attract Investor Attention | |
The Power of Publicity | |
Making Publicity Happen | |
Leverage Your Success | |
How Should You Handle the PR Function Ongoing? | |
Chapter 10 | |
Touch the Marketplace | |
Why Demonstrating Demand Is So Important | |
Ten Ways to Demonstrate Demand | |
Turning Investors' Heads | |
PART III | |
Chapter 11 | |
What Youíre Selling and What Investors Are Buying: Capitalize on Investor Psychology | |
Human Nature | |
Investor Secrets | |
The Bottom Line | |
Dilution and the Economics of Investing | |
The Proper Reaction to Investor Interest | |
Chapter 12 | |
Teaming Up with AOL for Love and Money: A Case Study | |
The Introductory Pitch | |
The Big Pitch | |
Key Ingredients | |
Chapter 13 | |
The Best Investor Relations Approach for You | |
Meeting Investors | |
Impressing Investors | |
Negotiating Effectively | |
And What About That Plan? | |
Appendix | |
Summary of Professional Investor Research | |
Appendix II | |
Research Study of Business Planning | |
Appendix III | |
What All Business Plans Must Cover | |
Index |