A Picture Worth A Thousand Words

Cody Slach, Senior Managing Director at Gateway Group.

“A picture is worth a thousand words.”

“Less is more.”

“If a picture is worth a thousand words, what is a video worth?”

These are adages you have heard to help one convey a complex idea more effectively.

Unfortunately, I do not always see these principles being followed on Wall Street. When it is time to share a company’s equity story, 70-page presentations with tiny fonts are often the norm. In today’s world, where technology like AI can transform even the most mundane company narrative, it is easy to see why presentations become overly complex.

The author of the equity story knows the business inside and out, which makes it easy to go down tangents. But in a world with shrinking attention spans, it is more important than ever to understand what to include—and, just as importantly, what to leave out. So how can you make a concise, compelling equity story?

The Answer Depends

It depends on you and your company. While investors are familiar with general pitch templates, they can miss the unique elements that make your story stand out. How does your vision connect to your strategy, and how will you reach your goals?

One time, I had a client that was not interested in putting the work into telling their equity story on paper and thought they could just rely on in-person selling. Guess what? It did not really work. Why? Investors screen hundreds of companies prior to an in-person interaction. Give them a reason to want to speak with you.

That said, a perfect pitch will not guarantee more sales, but it can help investors see your company as you do. And if you can make investors understand your vision, I guarantee your next funding round will be on better terms.

Designing an effective equity story means prioritizing the right information. Here are three tips to get started:

1. Keep It Simple

It does not matter if you sell dog beds or launch rockets—if your presentation is hard to follow, it will not make an impression. Investors evaluate hundreds of companies every year. How will yours stand out? The best presentations tell a story. Each slide builds on the previous one, keeping the audience engaged. Focus on clear, concise messages. You do not need to fill every inch of space. If an investor wants more details, save them for a follow-up meeting.

2. Clarify How You Make Money

This may seem basic, but it is often overlooked. You need to clearly explain how your company generates revenue. If an investor is going to create a financial model, understanding your revenue model is the first step. This will also help highlight key performance indicators (KPIs) that can be tracked.

3. Present Realistic Growth

No one can predict the future, but if I asked you how much sales you will generate next year, you would be more accurate than if I asked about three years from now. Too often, I see presentations that focus on a huge addressable market and vague long-term penetration goals. While it is imperative to lay out your market size and penetration potential, I would rather see more of a focus on what is immediately ahead—what is within your control. Highlight the right financial metrics for your business, show the market why you are confident in your growth, and when you exceed expectations, the market will reward you.

Convincing equity stories combine solid data and a compelling narrative. They connect the dots in a way that boosts the likelihood of investment. Partner with an experienced advisor that understands how to engage your target audience and navigate the complexities of becoming “funding ready.”

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