The Lost Art of Following Up

14 Jan

By Dennis Ford, Founder and CEO of Life Science Nation, Creator of the RESI Conference Series

Following up with a previous correspondence is an inevitability in the digital age, so when did entrepreneurs start taking a lack of response as the recipient’s lack of interest in their message? While this may be true in some instances, it is not always the case. A timely, thoughtful follow-up strategy is one of the best communication tools any fundraising executive may possess, and it often makes the difference between a meeting and another introduction gone unanswered. Such a powerful skillset deserves its own process, so we’ve broken it down:

  1. Introduction: The first message is the one where you introduce yourself and your company, as well as request a meeting. It’s ok if your target investor does not respond immediately (hence this system). To help them understand your position, it’s important to include the following:
      1. Company tagline (5-6 words explaining who you are and what you do)
      2. Elevator pitch (1-3 sentences describing the company and tech)
      3. Technology differentiation, product innovation, or market position
      4. Raise and milestone information
  2. Follow Up 1 (Product/Tech): Why is your product and technology unique? Is it first-in-class? Best-in-class? This is your opportunity to dive into your company’s differentiated value.
  3. Follow Up 2 (Management/Team): Highlight your management and team. How have your people had a notable impact on the business development. What makes your people special?
  4. Follow Up 3 (One Pager): Condense all the important messages you’ve already shared into a one-page tear sheet for quick and easy reference later. Even if the investor you’ve targeted is not a fit, this will make it easier for them to share your company with another.

(Tear Sheet Sample)

Life Science Nation (LSN) has helped hundreds of early-stage startups within life science and healthcare get their branding and messaging straight in order to connect with investors who are a fit for their product and stage of development. We’ve seen great companies neglect the finer details, like a comprehensive follow-up strategy, and hope this helps you along your journey to funding and beyond!

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