Investor Presentation Spoiler Alert: Don’t Bury the Lead
Posted by
Beth Kurth on Fri, Jan 13, 2012 @ 08:30 AM
We all know investor presentations follow a set format - first an overview of the of the business, then the execution strategy and finally the financials. But that does not mean you should bury the lead. As a publicly traded company, when you are giving your investor relations presentation on the road , go ahead and lead with the reason you are out. New management team or strategic focus? Favorable refinance or turnaround story? Whatever the reason, do not wait till the middle or end of your presentation.
The goal is conducting an investor meeting is to garner interest in the story. Therefore it is counterproductive to conceal the main point. There still needs to be a business overview, strategic plan and financial review, but this does not preclude an “above the fold” placement of the potential opportunity.
Why do presenters inadvertently delay “the reveal?” At the Corporate Forum we have seen there can be a natural inclination to set the stage, align the arguments and build toward the new opportunity. This is all useful information and should indeed be part of the presentation, but only after an explanation of the lead.
The explanation can be as early as the first slide, woven into the body of the presentation (“this new product line provides an opportunity not only to enter new markets, but also to cross- and up-sell existing”), and again in the concluding remarks.
It can be hard enough to unearth investors’ attention - whether it's institutional or retail investor meetings. Don't make it harder by burying the lead.