for Startups

RKW Kompetenzzentrum

held by Dr. Thomas Funke (funke@rkw.de) and Alexandra Koch (koch@rkw.de)

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USA

Product

Marketing

Europe

Product

Marketing

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Storytelling Why is storytelling so important?

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Objectives What you‘ll get out of this class - understand the importance of storytelling - tools to create and tell your story - more awareness towards stories - help to find your story

Prologue: Communication Basics Act 1: Sender and Recipient Act 2: Story(telling) Act 3: Characters Act 4: (Story)Telling

Schedule

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Prologue

Communication Basics

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Constructivism

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THEORY OF MIND

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Communication Modells

Sender Message Medium Recipient

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Act one

Sender und Recipient

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Typical Target Group for a Startup

Investors Business Angel, VC, FFF, (Smart) Money Customers Customer groups, segments, … Partner Vendors, suppliers… Competitors Direct vs. indirect competitors

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Get to know your Target Group!

Rational Age Sex

Education Profession

Income Family Status

Living Conditions Nationality

Hobbies Media Reception

Emotional Lifestyle Values Motivation Opinion Desires Believes Attitude Behavior Nutrition Fears

Example: Target Group Porsche Driver

Rational 53 Years

Male Academic

Management 140.000 €/Year Married, 2 Kids

Single Family Household German

Golf, Tennis Smartphone, TV, Radio

Emotional Achievement oriented Materialistic Ambitious Selfconfident Career oriented, open, Lively Interested in Premium Products Interested in Culture sportive

https://www.youtube.com/watch?v=mWNcLwTvFdQ

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Recipient Categories

The Passive One (Stranger) The Opponent (Hater) The Active One (Friend) The Convinced One (Fan)

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Example: Recipient Categories

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Choose your perspective

Advertiser wants to influence

Journalist wants to inform

Author wants to entertain

Scientist Wants to prove

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Advertiser

Perspective

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Perspective

Journalist

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Perspective

Bild: www.canva.com

Author

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Perspective

Scientist

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Perspective

Scientist

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Bring them together!

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Act two

Story (telling)

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Types of Storytelling

Defeat the Monster Rags to Riches The Adventure Rebirth

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Defeat the Monster

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Defeat the Monster Defeat the Monster

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Rags to Riches

Adventure

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Rebirth

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Act three

Characters

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Who are your Characters?

Hero Villain Victim Elixir

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Act four

(Story)telling

Building the Drama

Intro Conflict Turning Point Outro

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Important for every story:

Listen Create Tell Engage Optimize

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Act 5

Your Story!

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Exercise

Analyze the following story!

https://www.youtube.com/watch?v=XsicBNfMahE&feature=you

tu.be

Answer the following questions:

- What kind of perspective did the presenter use?

- What kind of character was the customer/the startup?

- What was the storytelling-type?

- What could be done better?

27.11.2015 38 Thank You! Any questions?: funke@rkw.de and koch@rkw.de