Let the Business Sell Itself. Don’t hard sell your organization. Let your offering sell itself. How do you do that? Use points of validation by third parties—the market, customers, the press, and employees that have proactively joined your team. Investors won’t always believe what you say, but they will believe third party validation.

• Market. Has the market shown interest? For example, “the Innovation Group at IBM featured our solution at their annual Innovation Event.”

• Customers. Highlight customers. “Four of the largest banks in the country are using our solution.”

• Key Team Members Who Have Joined. Mention key team members. Talented people joining your team is a point of validation. “Our head of technology used to lead the SAAS technology
group at ABC Company.”

• Well-known Press. Highlight press that you have received from meaningful publications. If the press is the five page Johnstown Gazette in a town of 1,000 people, skip it. Highlighting small press can actually undermine your credibility because investors may view that sample as “the best you have.”

These techniques help you present key evidence of your viability with the validation of independent third parties. This is more powerful and credible than your personal assurance or effort to convince potential investors that your solution is “great.” Let the third parties of your world sell your business. Then it sells itself.

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