equity story is at the heart of your IPO

How To Create A Great Equity Story

July 24, 2020

Your equity story is a clear, simple way of describing your business and the reasons for investing in it.

Why is an equity story important?

It makes it easier for investors to invest in you.

  1. It makes it easier for investors, journalists and analysts to understand your business
  2. It makes it easier for them to talk about your business
  3. It can help increase the valuation of your business. Yes – if you have a good equity story, you can get a better price for your shares.

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?

Here are five tips that we use at Benjamin Ball Associates to help our clients create and improve their equity stories:


  1. Keep your story simple

    A common mistake companies make is to be too close to the business.  If you share the nuances of why your business is better than your competitors, 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 investor. The shorter and clearer your story, the better.

  2. Have 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.

  3. Have a memorable equity story

    How will others repeat your story? If it is easy to repeat and remember, then your story is strong.

  4. Think investor first

    If you tell me you have invented the world’s greatest mousetrap, that is not an equity story. If you tell me why everyone in the world will buy your mousetrap at a premium price; then it is.

  5. 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 equity story in their investor 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.

The good news is that a great story can be one of your most valuable sales tools when you are speaking to investors and analysts. For an IPO, the red thread of your equity story will run through all of your communications. That’s why it is so important to get it right.

To improve your equity story, speak to our Client Services Director Louise Angus today or call her on 020 7018 0922. Tell her what you want and we will help you improve your fundraising strengths.


Help me improve my equity story




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What Our Clients Say

“BBA transformed our pitch into a compelling investment narrative. They undoubtedly helped us secure Sky TV as an investor.”

Gerry Bastable  Director, Blast Films

“The new presentation properly represents the institutional quality of our fund. It has been a step change for us.”

Erwin de Kleijn Head of IR, Saemor Capital

“We were very pleased…[BBA]  helped us define and explain our unique value proposition. As a result we have attracted new and different investors.”

Florian Kemmerich  Managing Partner, Bamboo Capital Partners


To Learn More…

Contact our
Client Services Director
Louise Angus
+44 (0)20 7018 0922