When you move into the Campaign phase of your investment offering – in which you’ll be marketing your deal to new investors – one of the most important elements of your offering page will be your offering video. EarlyShares does not expressly require that all issuers post an offering video, but we highly recommend they do.
The offering video introduces investors to you, your company, and your investment opportunity. Since first impressions are everything, it’s critical to invest time, money, and effort into making a compelling and high-quality video. We recommend that each issuer work with a production company or videographer to create a polished, professional video. (This can cost anywhere from $1,000-$5,000.)
In fact, we encourage issuers to post multiple videos. As you begin planning your Campaign, consider creating one main offering video and several others to accompany it – perhaps showcasing your products, company origins, awards/achievements, interviews, financials, or other content of interest to investors.
Your main offering video, however, should provide your elevator pitch. Even though it will be housed on your EarlyShares offering page, the main offering video should contain enough information to stand alone elsewhere – on YouTube, Vimeo, or your own web site.
Consider your offering video as having four general parts: Introduction, Pitch, Showcase, and Call to Action. Outline or ‘storyboard’ your video to include the following elements.
Basics: Who are you? What’s your business’ mission?
Hook: What is the problem, need, or opportunity you address?
Solution: How do you rectify the problem or capitalize on the opportunity?
Uniqueness: What makes you different from (and better than) competitors?
Market: Whom do you serve? What’s the size of your target market?
Model: How do you make money?
Status: Where are you now?
Traction: What milestones and momentum have you achieved?
Future: What’s your outlook? What concrete goals are you aiming for?
The Call to Action
Grab: Why should an investor invest?
Closing: Where can investors get more information? How can they contact you?
Additionally, keep in mind the following pointers:
- As Founder or CEO, you should appear in your own video and so should key members of your team. It will help investors feel they’ve ‘met’ you.
- Keep it short and direct – ideally, less than three minutes long.
- Mix it up with graphics, photos, and other visuals to keep it engaging.
- Highlight your most impressive numbers to grab investor attention.
- Show off existing products or services in action.