How To Create a Great Equity Story for Investors

First, what is an equity story?

A compelling equity story is a clear, simple way of describing your business to potential investors giving them reasons for investing.

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

Why is a good equity story important?

Why is it a critical tool for investor relations and investor communication?

1. It makes it easier for investors, journalists and analysts to understand your business plan, whether you are a private company or public company
2. A great equity story of a business makes it easier for them to talk about your business model
3. It can help increase the valuation of your business long term. Yes – if you have a good equity story, you can get a better share price or business valuation.

And in today’s environment, when so much communication is virtual, a good equity story is more important than ever.

So how do you create a great equity story?

An equity story goes beyond numbers and financial metrics. It often incorporates the company’s mission, vision, and long-term goals. It offers insights into its leadership team and culture to show why the company is well-positioned for sustainable success. It may contain some financial information, but that is not its key role.

By highlighting qualitative aspects—such as innovation, customer relationships, or ESG (Environmental, Social, and Governance) initiatives—the equity story adds depth to any quantitative analysis. This narrative structure not only creates a more compelling case for investment but also strengthens trust by articulating future prospects and how the company plans to deliver value over time.

In essence, the content of a convincing equity story provides a holistic view of the company’s past, present, and future, shaping a persuasive investment thesis.

Here are six tips that we use at Benjamin Ball Associates in our investor pitch coaching to help our clients create a compelling narrative and improve their equity stories:

Let’s explore each of these ideas for better equity stories in more detail:

1. Keep your story simple

A common mistake companies make is to try and get potential new investors too close to your business.  If you share the details of why your business is better than your competitors, or pack information into the content of your equity story, your story will be complex.

Your story will be better if you can strip it back to the bare essentials from the perspective of the potential investor. The shorter and clearer your story, the better.

For example, can you describe in one line what makes your business plan or investment opportunity special? When we create equity stories for our clients, we sometimes spend weeks working on a compelling one liner to summarise their equity story.

2. A strong equity story has just one big idea

Like a presentation or speech, the more ideas you have in your story, the more you dilute your story.

One big idea is more powerful and easier to remember.

Keep simplifying and tightening your story. Very often, an outsider can be helpful to challenge your thinking and to help you identify and resolve differences between members of your team.

3. Make your investor story memorable

How will others repeat your story? If it is easy to repeat and remember, then your story is strong. Remember, after meeting you, a potential investor or analyst will go away and talk about you. If you have made your equity story memorable and easy to repeat then you will make their job easier.

Why Pick Benjamin Ball Associates for Your Coaching

At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years.  Our coaching is fast and effective.  We work with individuals and with companies, one-to-one and in groups.  Call us today to learn more.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Presentation Coaching
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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4. Understand what potential investors what to know

When crafting your equity story, think what potential investors need. Investors are looking for clarity, confidence, and a clear understanding of why your business is worth their attention and their capital. It should talk about future growth and long-term growth. An equity story isn’t just a narrative about your company; it’s a persuasive tool that addresses their concerns, piques their interest, and shows them the potential returns on their investment.

First and foremost, investors want to understand the fundamentals of the business. This includes its value proposition, competitive advantage, and market position and opportunity. Investors need to know:

• how your company fits into the industry
• why it’s positioned to succeed
• how the business solves a problem or fulfils a need better than its competitors
• market trends that indicate growth potential

Beyond the market opportunity, investors want to know about the financial health and scalability of your business. They’re keen to assess the company’s current performance, growth trajectory, and profitability potential. This is where metrics like revenue growth, margins, cash flow, and customer acquisition costs come into play. Investors are particularly interested in seeing a clear path to profitability, with realistic financial data and assumptions. Addressing potential risks and how the company plans to mitigate them is also crucial, as it demonstrates foresight and a responsible management team.

Finally, potential investors are interested in the leadership team behind the business. They want to know that the company is being steered by capable, experienced, and visionary leaders. An equity story that showcases the expertise of your team, along with examples of past successes and a track record of achieving milestones, will reassure investors that the company is in good hands. Investors want to believe in both the company’s strategy and the people running it, knowing that their investment is being guided by capable leadership toward sustainable growth.

5. Think: a great equity story is about the investor, not about you

If you tell me you have invented the world’s greatest mousetrap, that is not a compelling equity story. If you tell me why everyone in the world will buy your mousetrap at a premium price; then it is.
The art of a great equity story it making it all about the investment story and weaving in information about your products and services.

6. Be consistent

Good investor stories have legs. They remain constant over time and adapt (relatively) slowly. If yours needs to change every three months, then your story is tactical not strategic.

Many companies find it tough to articulate a powerful, long term, effective equity story in their M&A management presentations, investor meetings and IPO presentations.

Frequently management is too close to the business, or they get distracted by the latest success. That’s where an outside advisor is so valuable, giving you a dispassionate analysis of what will appeal to investors and how to create an IPO equity story.

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How can you improve your equity story?

The good news is that a great story can be one of your most valuable investor relations sales tools when you are speaking to investors and financial analysts. For example, in public markets, private markets and in an initial public offering, the red thread of your investor story will run through all of your investor communications. When raising money for a private company, it’s even more important to get it right.

How can we help you?

We help firms and fund managers improve their equity stories. From small private companies to some of the biggest firms in Europe, we create value wherever we work. We can help you create a compelling investor pitch deck and we can help you with investor pitch coaching.

We work on short-sharp projects that add huge value.  It does not cost much, and will repay itself many times over.  Find out more today.

To improve your equity story, speak to our Client Services Director Louise Angus today or call her on +44 20 7018 0922.

Tell her what you want and we will help you improve your story to investors.

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Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

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Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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