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Jingdong book

资本路演:成功融资的路演实战图解

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★干货足:本书从3种角度剖析投资人心理,10个要点揭示商业计划撰写逻辑,100多张图表生动诠释路演实战全流程。

★角度新:本书从投资人喜欢的角度出发,指明路演者的商业计划撰写逻辑、路演的现场表现方式和细节处理。

★作者强:本书作者王风范是“微演说”系统的创始人,创立了“陆演者工坊”,在演说及沟通方面有丰富的培训经验。




Content Description

在面对“高高在上”的投资人时,身为创业者的你是否有如下困扰:

如何撰写商业计划,才能吸引资方注意,让计划顺利实现?

如何演绎商业计划,才能打动资方内心,让项目价值核变?

如何突破路演恐惧,才能释放内在自己,让生命如实绽放?

《资本路演:成功融资的路演实战图解》这本书就是为了解除这些困扰而作的。

本书是微辞提论的提出者、实践者,微演说系统创始人王风范老师的新力作,全书从路演概念、投资人心理、商业计划撰写、商业计划演绎、恐惧突破、突发处理等路演细节着手,一一展开,立志于打造一套“八分钟转尽调”的路演系统。

本书的核心亮点在于摒弃了长篇大论的枯燥讲解,用精简的言语描述、典型的案例分析、实用的表格索引、生动的图标漫画深入浅出地托出路演精髓。在本书的指导下,你路演融资的成功率会大大提升!





Author Description

王风范

风范疯语主持人

陆演者工坊创始人

微演说系统创始人

微辞理论的提出者、实践者

华人企业资本路演教练

畅销书《总裁演说》《微演说》《微沟通》《资本路演》系列的作者

赢家讲堂及倍增讲堂栏目《微演说》系列主讲人

于2009年被评为“中国企业教育百强培训师”

于2012年被评为“中国企业教育十佳沟通培训师”

于2012年被评为“中国企业教育十佳演说教练”

被媒体誉为“微时代里唯一讲话*少却让你收益*多的演说教练”




Catalogue

序言 路演:核变企业价值,掘金资本市场 / 1

Part 1 路演,吸引资本的桥梁

何为路演 /

从口秀到脑图的深思 /

以终为始的路演思维 /

要命的路演时间 /

微辞,路演新选择 /

Part 2 吸引资本的三大关键

站在“你”的角度出发 /

站在“钱”的角度布局 /

站在“简”的角度呈现 /

Part 3 投资人喜欢的“BP”撰写新逻辑

如何撰写计划封面 /

如何提取项目摘要 /

如何洞察用户痛点 /

如何呈现解决方案 /

如何说明增长空间 /

如何分析竞争对手 /

如何设定盈利模式 /

如何展示管理团队 /

如何告知执行计划 /

如何托出融资方案 /

Part 4 投资人喜欢的“BP”述说新结构

扣人心弦的路演开场 /

直指人心的内容演绎 /

意犹未尽的路演结尾 /

Part 5 现场演绎的四大路演技术

数据转换 /

图形强化 /

画面植入 /

定义语言 /

Part 6 常见路演问题及解决方案

缓解路演恐惧 /

激发听众兴趣 /

巧对忘词卡壳 /

精准掌控时间 /

处理各项干扰 /

提升成功概率 /

注意谈判事项 /

瞄准关注焦点 /

判断不投原因 /

冷静回答提问 /

Part 7 路演的核力支点

技巧之外的“东西” /

梦想的层级 /

我的路演支点——让世界因你而变 /

附录1现代商业中常见的收入模式 /

附录2投资人常用的十大忽悠语 /

附录3投资人最为关心的问题 /

附录4路演版三大纪律八项注意 /

后记 我要上台了 /


Book Abstract

序言

路演:核变企业价值,掘金资本市场

在“大众创业,万众创新”的今天,随着互联网经济深入发展,移动互联网时代的全面到来,为资本市场增添了一抹春色。

如果说资本市场是企业创造财富的“利润池”,那么路演就是我们踏入“利润池”吸引资本的桥梁。

双创时代,无资本难行;

资本时代,无路演难成。

对于路演者而言,投资人不只是他们的“救命稻草”“一线生机”,更是高高在上、掌控命运的“财神”,稍不留神就可能“一语失成千古恨”。或许,你也看到过风光无限、大获成功的路演,但我笃定不经历你就一定不会知道大部分路演者的心其实是玻璃的,稍碰即碎。

为什么?

综观市场,你会发现,路演者以创业募资的居多,然而,把钱投给创业者和做其他投资完全不同。例如,投资房地产,不管房价怎样下跌,房子依旧还在,可创业投资一旦失败,所有投入资金就瞬间归零了。

在这个人人皆想创业的时代,吃个路边摊麻辣烫都有人在大谈特谈创业。那么,又有多少真正靠谱的团队和项目呢?这就需要投资人有双“火眼金睛”去甄别判断。因此,诸多投资人在做决策时才会抱着一颗“宁可我负天下人,不可天下人负我”的心,谨慎至极。

由此可知,要想吸引资方,拿到资金,那将是一件多么困难的事情!

尽管如此,对大多数路演者而言,只有好的想法、好的项目,唯独没有启动资金,那么,通过资本的桥梁——路演去获取资金,即使困难,也是你把项目带入下一个里程碑的必选之路。

但问题是,路演,你玩得转吗?

若玩不好,即便你有了路演机会,恐怕也只会丢人现眼。

路演,不是讲话,不是秀口才,更不是仅凭一张嘴去忽悠!

如实地说,路演的核心不单在于你路演现场调动听众的能力,更在于你对自己项目系统思考的能力。敏感的商业洞察、清晰的商业逻辑、如实的思考验证是你成功路演最为核心的部分。否则,你只会成为聚光灯下一个自娱自乐的“小丑”。

时下“路演”盛行。从项目融资到电影上映、从招才选将到新品发布,路演无处不在。我相信,经过不断的发展与演绎,路演会赋予我们这个时代更多独特的气质和性格。

再从国家的角度来看,民族复兴,中国崛起,让世界了解中国已不单是国家的事,更是十三亿中国人自己的事。唯有人人都是“路演者”,才能更具效率地路演五千年中国文化,才能真正把“让中国影响世界”这句口号变成现实。

因此,不管你愿意与否,你都必须由内而外,全面提升,成为一名合格的路演者,成为这个国家、时代、企业及自己的代言人。

为了更加系统、简单、高效地诠释路演精髓,让路演者以万全的准备迎战每一次路演,并且能以法为道、以道驭术让路演落地,本书应运而生。

全书从路演概念、投资人心理、BP撰写逻辑、BP演绎技术、恐惧突破方法、突发处理手段等路演细节着手,一一展开,立志于打造一套“八分钟转尽调”的路演系统。

本书的核心亮点在于摒弃了长篇大论的枯燥讲解,用最为精简的言语描述、最为经典的案例分析、最为实效的表格索引、最为生动的图标漫画深入浅出地托出路演精髓。并且,让你在不知不觉中将路演的精髓注入你的脑海、融入你的血液、指挥你的行动、助推你的成功!

我始终相信,在这个世界上,没有不好的项目,只有不成功的路演;没有不会路演的人,只有不愿为路演学习的人!

若有一天,你能信心十足地走向路演的舞台,在聚光灯下把自己的项目亮点剖析分明,相信掘金资本市场的美梦必将点亮那倾城夜幕,让未来变得豁然开朗,让成功触手可及!

Part3 投资人喜欢的“BP”撰写新逻辑

物有本末,事有终始;

知其先后,则进道也!

行有行规,人有偏好;

遵行守规,投其所好,方为大法!

因此,洞悉资方心理,尊重投资规律;

站在投资人的角度撰写“Bp”是你吸引资本的重要一课。

如何洞察用户痛点

在谈用户痛点之前先说明一点:

有人会在摘要结束,用户痛点之前附上商业计划的目录,以方便读者快速浏览。而在我惜字如金的微辞理论中,我不建议这样来安排你的商业计划,因为虽然看起来有道理,但是实际未必有效果。

用户痛点是你商业计划真正的开始,任何产品或项目的诞生都是在解决用户的某一个痛点——你能解决的用户痛点,用户越痛,痛的人数越多,你的项目就越有商业价值,就越受投资者青睐。

“痛点三问”

用户痛点撰写的三个维度:

1你的产品或项目到底在解决用户的什么问题?

例如:

天天陪护在解决用户找护工难的问题;

滴滴出行在解决用户打车难,打车慢的问题;

陆演者工访在解决你商业计划写不清,说不明的问题。

2你的主要用户是谁?

例如:

滴滴出行的主要用户是职场白领或同层面用户;

陆演者工坊的主要客户是企业创始人及中高层管理人;

天天陪护的主要用户是病人家属。

3当下用户们是如何解决这个问题的?

例如:

没有滴滴出行之前,打车主要靠路招及电约;

没有天天陪护之前,找护工主要靠医院推荐及熟人介绍;

没有陆演者工坊之前,学习路演主要靠试错及中介建议。

撰写痛点案例示范

反面案例示范:

图3-12反面案例示范

反面案例分析:

图3-13反面案例分析

正面案例示范:

图3-14正面案例示范

特别提醒:

千万不要把理清客户痛点当成简单的客户问题列举,并一股脑地堆在计划书上。

它也不是写作比赛,需要用词优美。

其核心在于简单、清晰、明了地说痛点,让投资人对你提出的问题点头认可即可。

如何呈现解决方案

发现问题很重要。

但更重要的是,你是否有一套关于问题的解决方案——而且你的方案是真的可以减少或消除用户痛点的。

不但如此,你还需要证明你的方案与对手相比是极具核心优势的。

方案三问

解决方案撰写的3个维度:

1你用什么产品来解决或减少用户的痛点?

例如:

陆演者工访的产品是:资本路演方案班+资本路演个案班;

滴滴出行的产品是:滴滴出行APP系统;

京东商城的产品是:PC端购物系统+移动端APP系统。

2你的方案有着怎样的优势?

例如:

陆演者工访的方案优势是:想,写,说,融,一站式解决路演难题;

滴滴出行的方案优势是:实时动态展示解决打车难题;

京东商城的方案优势是:多、快、好、省,高效突破购物“瓶颈”。

3让投资人看到你的解决方案进行到了哪一步?

例如:

陆演者工访的进度是:方案优化中;

滴滴出行的进度是:方案执行中;

京东商城的进度是:方案执行中。

撰写方案案例示范

反面案例示范:

图3-17反面案例示范

反面案例问题分析:

图3-18反面问题分析

正面案例示范:

图3-19正面案例示范

特别提醒:

方案的呈现一定要用“人话”!

这不是危言耸听,你要知道,投资人大部分是不能理解你的技术细节的。

所以展示方案不代表就要把你的技术参数一一呈现出来。

你应该用一种所有人都能理解的方法简单明了地呈现你的方案。因为相对于技术细节来说,投资人更关心你的方案成果,所以一定要让投资人知道你是如何解决用户问题的!


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欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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