Storytelling for CrowdFunding

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Press42

A walk through how storytelling can enhance the video pitch in crowdfunding campaign and deliver a funded project.

Business Technologie Design

Storytelling in crowdfunding

Alex Barrera (@abarrera)˝
http://www.press42.com

#Springboard IoT˝
April 2013

HELLO MY NAME IS...

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Alex Barrera (@abarrera)

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Alex Barrera (@abarrera)

Not for everybody

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Alex Barrera (@abarrera)

Size matters

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Alex Barrera (@abarrera)

Personal

connection

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Alex Barrera (@abarrera)

Personal

connection
VS

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Alex Barrera (@abarrera)

Pre-campaign: Get ready before...

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Alex Barrera (@abarrera)

ate
Lo c

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t i cs
ana
f

Alex Barrera (@abarrera)

Hearts

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Alex Barrera (@abarrera)

Interact
and
involve them

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Alex Barrera (@abarrera)

Avoid words like:
“help”, “support”, or “fund”
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Alex Barrera (@abarrera)

Pebbles

MaKey MaKey

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Alex Barrera (@abarrera)

3 types of videos

Product driven

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Alex Barrera (@abarrera)

3 types of videos
1. Intro of the founder, who and why are you there?
2. Problem
3. Show the product
4. Describe features of the product
5. What will you do with the money
6. Empower your investors
7. Immediate call to action

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Alex Barrera (@abarrera)

3 types of videos

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Alex Barrera (@abarrera)

Why do
stories
work?

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Alex Barrera (@abarrera)

Memory recollection
Causation effect

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Alex Barrera (@abarrera)

Memory recollection
Causation effect
Mirror neurons Oxytocin

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Alex Barrera (@abarrera)

Memory recollection
Causation effect
Mirror neurons Oxytocin
Oxytocin Dopamine

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Alex Barrera (@abarrera)

Golden Circle
What
How

Why

Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

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Alex Barrera (@abarrera)

A story is a universal human experience
wrapped inside a culture-speciﬁc expression
Robert McKee

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Alex Barrera (@abarrera)

Story beats
expectation

GAP

result

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Alex Barrera (@abarrera)

Hero’s journey

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Alex Barrera (@abarrera)

Double Fine Adventures

WTF?

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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF

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Alex Barrera (@abarrera)

Double Fine Adventures

You talking to me?!
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Alex Barrera (@abarrera)

Double Fine Adventures
Drumming
Sky diving
Donate to charity
(or something)

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Alex Barrera (@abarrera)

Double Fine Adventures

Games!

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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

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Personal
story
(credibility)

Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

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Avoid bragging
(Accomplishment
rhetoric)

Alex Barrera (@abarrera)

#1

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Protagonist

Alex Barrera (@abarrera)

Double Fine Adventures

Adventure games!!
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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction

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Connecting
personal and
professional

Alex Barrera (@abarrera)

Double Fine Adventures

Stuff of dreams and memories...

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Alex Barrera (@abarrera)

Double Fine Adventures

Remember the good ol’ days?
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Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction
4. Problem + nostalgia

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Blame rhetoric
aka underdog

Alex Barrera (@abarrera)

Double Fine Adventures

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Alex Barrera (@abarrera)

Story beats
Object of desire

(conscious or unconscious)

expectation

GAP

antagonists

result

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Alex Barrera (@abarrera)

#2

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YOU!

Alex Barrera (@abarrera)

Double Fine Adventures
1. Off balance WTF
2. Audience connection (passion)

3. Product introduction
4. Problem + nostalgia

5. Call to adventure!!!

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Hero’s
Journey
(wise guy)
Alex Barrera (@abarrera)

Double Fine Adventures
Noooooorggg!!!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call

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Problem with
publishers

Alex Barrera (@abarrera)

Double Fine Adventures
I’ll pay you!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

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Alex Barrera (@abarrera)

Double Fine Adventures

Not enough...
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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

8. Group action call!

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Alex Barrera (@abarrera)

maybe...

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Alex Barrera (@abarrera)

Double Fine Adventures

Down with the
publishers!!

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Alex Barrera (@abarrera)

Double Fine Adventures
5. Call to adventure
6. Refusal of the call
7. Implicit call to action

8. Group action call!
9. Starts believing (Spark)

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Underdog
theme
Alex Barrera (@abarrera)

Double Fine Adventures

EUREKA!!

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution

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Alex Barrera (@abarrera)

Double Fine Adventures
Meet the team

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Alex Barrera (@abarrera)

forgot...

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background

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Alex Barrera (@abarrera)

Double Fine Adventures

Fuck off!

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Alex Barrera (@abarrera)

Double Fine Adventures
He’ll help... I hope!

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

Rewards, rewards!

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

This is how cool it will be...
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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)
13. Rewards

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures

Nerd

2

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Alex Barrera (@abarrera)

Double Fine Adventures
9. Starts believing (Spark)
10. Solution
11. Team intro + background
12. Call to action (team)
13. Rewards
14. Extra connection (passion)

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)

Adventure,
no fear, brave

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15. Crossing first threshold

Alex Barrera (@abarrera)

COOL!

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Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)

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Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)
17. Pleaded funds

http://www.slideshare.net/press42

Security,
underdog budget

Alex Barrera (@abarrera)

Double Fine Adventures
14. Extra connection (passion)
15. Crossing first threshold
16. Repeat involvement (status)
17. Pleaded funds
18. Final WTF
19. Final call to action

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

Avoid Silos

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Alex Barrera (@abarrera)

Story structure
1. Intro of the founder, who and why are you there?
2. Problem
3. Show the product
4. Describe features of the product
5. What will you do with the money
6. Empower your investors
7. Immediate call to action

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

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Storytelling for CrowdFunding

1. Storytelling in crowdfunding Alex Barrera (@abarrera)˝ http://www.press42.com #Springboard IoT˝ April 2013

2. HELLO MY NAME IS... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

3. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

4. Not for everybody http://www.slideshare.net/press42 Alex Barrera (@abarrera)

5. Size matters http://www.slideshare.net/press42 Alex Barrera (@abarrera)

6. Personal connection http://www.slideshare.net/press42 Alex Barrera (@abarrera)

7. Personal connection VS http://www.slideshare.net/press42 Alex Barrera (@abarrera)

8. Pre-campaign: Get ready before... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

9. ate Lo c http://www.slideshare.net/press42 t i cs ana f Alex Barrera (@abarrera)

10. Understand your fans Brave

11. Hearts http://www.slideshare.net/press42 Alex Barrera (@abarrera)

12. Interact and involve them http://www.slideshare.net/press42 Alex Barrera (@abarrera)

13. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

14. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

15. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

16. Avoid words like: “help”, “support”, or “fund” http://www.slideshare.net/press42 Alex Barrera (@abarrera)

17. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

18. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

19. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

20. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

21. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

22. Pebbles MaKey MaKey http://www.slideshare.net/press42 Alex Barrera (@abarrera)

23. 3 types of videos Product driven http://www.slideshare.net/press42 Alex Barrera (@abarrera)

24. 3 types of videos 1. Intro of the founder, who and why are you there? 2. Problem 3. Show the product 4. Describe features of the product 5. What will you do with the money 6. Empower your investors 7. Immediate call to action http://www.slideshare.net/press42 Alex Barrera (@abarrera)

25. 3 types of videos http://www.slideshare.net/press42 Alex Barrera (@abarrera)

26. 3 types of videos http://www.slideshare.net/press42 Alex Barrera (@abarrera)

27. 3 types of videos http://www.slideshare.net/press42 Alex Barrera (@abarrera)

28. Why do stories work? http://www.slideshare.net/press42 Alex Barrera (@abarrera)

29. Memory recollection Causation effect http://www.slideshare.net/press42 Alex Barrera (@abarrera)

30. Memory recollection Causation effect Mirror neurons Oxytocin http://www.slideshare.net/press42 Alex Barrera (@abarrera)

31. Memory recollection Causation effect Mirror neurons Oxytocin Oxytocin Dopamine http://www.slideshare.net/press42 Alex Barrera (@abarrera)

32. Golden Circle What How Why Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html http://www.slideshare.net/press42 Alex Barrera (@abarrera)

33. Golden Circle What How Why Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html http://www.slideshare.net/press42 Alex Barrera (@abarrera)

34. A story is a universal human experience wrapped inside a culture-speciﬁc expression Robert McKee http://www.slideshare.net/press42 Alex Barrera (@abarrera)

35. Story beats expectation GAP result http://www.slideshare.net/press42 Alex Barrera (@abarrera)

36. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

37. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

38. Hero’s journey http://www.slideshare.net/press42 Alex Barrera (@abarrera)

39. Double Fine Adventures WTF? http://www.slideshare.net/press42 Alex Barrera (@abarrera)

40. Double Fine Adventures 1. Off balance WTF http://www.slideshare.net/press42 Alex Barrera (@abarrera)

41. Double Fine Adventures You talking to me?! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

42. Double Fine Adventures Drumming Sky diving Donate to charity (or something) http://www.slideshare.net/press42 Alex Barrera (@abarrera)

43. Double Fine Adventures Games! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

44. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) http://www.slideshare.net/press42 Personal story (credibility) Alex Barrera (@abarrera)

45. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) http://www.slideshare.net/press42 Avoid bragging (Accomplishment rhetoric) Alex Barrera (@abarrera)

46. #1 http://www.slideshare.net/press42 Protagonist Alex Barrera (@abarrera)

47. Double Fine Adventures Adventure games!! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

48. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) 3. Product introduction http://www.slideshare.net/press42 Connecting personal and professional Alex Barrera (@abarrera)

49. Double Fine Adventures Stuff of dreams and memories... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

50. Double Fine Adventures Remember the good ol’ days? http://www.slideshare.net/press42 Alex Barrera (@abarrera)

51. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) 3. Product introduction 4. Problem + nostalgia http://www.slideshare.net/press42 Blame rhetoric aka underdog Alex Barrera (@abarrera)

52. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

53. Story beats Object of desire (conscious or unconscious) expectation GAP antagonists result http://www.slideshare.net/press42 Alex Barrera (@abarrera)

54. #2 http://www.slideshare.net/press42 YOU! Alex Barrera (@abarrera)

55. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) 3. Product introduction 4. Problem + nostalgia 5. Call to adventure!!! http://www.slideshare.net/press42 Hero’s Journey (wise guy) Alex Barrera (@abarrera)

56. Double Fine Adventures Noooooorggg!!! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

57. Double Fine Adventures 5. Call to adventure 6. Refusal of the call http://www.slideshare.net/press42 Problem with publishers Alex Barrera (@abarrera)

58. Double Fine Adventures I’ll pay you! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

59. Double Fine Adventures 5. Call to adventure 6. Refusal of the call 7. Implicit call to action http://www.slideshare.net/press42 Alex Barrera (@abarrera)

60. Double Fine Adventures Not enough... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

61. Double Fine Adventures 5. Call to adventure 6. Refusal of the call 7. Implicit call to action 8. Group action call! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

62. Double Fine Adventures But

63. maybe... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

64. Double Fine Adventures Down with the publishers!! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

65. Double Fine Adventures 5. Call to adventure 6. Refusal of the call 7. Implicit call to action 8. Group action call! 9. Starts believing (Spark) http://www.slideshare.net/press42 Underdog theme Alex Barrera (@abarrera)

66. Double Fine Adventures EUREKA!! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

67. Double Fine Adventures 9. Starts believing (Spark) 10. Solution http://www.slideshare.net/press42 Alex Barrera (@abarrera)

68. Double Fine Adventures Meet the team http://www.slideshare.net/press42 Alex Barrera (@abarrera)

69. Double Fine Adventures Just

70. in

71. case

72. you

73. forgot... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

74. Double Fine Adventures 9. Starts believing (Spark) 10. Solution 11. Team intro + background http://www.slideshare.net/press42 Alex Barrera (@abarrera)

75. Double Fine Adventures Fuck off! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

76. Double Fine Adventures He’ll help... I hope! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

77. Double Fine Adventures 9. Starts believing (Spark) 10. Solution 11. Team intro + background 12. Call to action (team) http://www.slideshare.net/press42 Alex Barrera (@abarrera)

78. Double Fine Adventures Rewards, rewards! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

79. Double Fine Adventures This is how cool it will be... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

80. Double Fine Adventures 9. Starts believing (Spark) 10. Solution 11. Team intro + background 12. Call to action (team) 13. Rewards http://www.slideshare.net/press42 Alex Barrera (@abarrera)

81. Double Fine Adventures Nerd 2 http://www.slideshare.net/press42 Alex Barrera (@abarrera)

82. Double Fine Adventures 9. Starts believing (Spark) 10. Solution 11. Team intro + background 12. Call to action (team) 13. Rewards 14. Extra connection (passion) http://www.slideshare.net/press42 Alex Barrera (@abarrera)

83. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

84. Double Fine Adventures 14. Extra connection (passion) Adventure, no fear, brave http://www.slideshare.net/press42 15. Crossing first threshold Alex Barrera (@abarrera)

85. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

86. Double Fine Adventures Not

87. only

88. collaboration...

89. but

90. COOL! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

91. Double Fine Adventures 14. Extra connection (passion) 15. Crossing first threshold 16. Repeat involvement (status) http://www.slideshare.net/press42 Alex Barrera (@abarrera)

92. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

93. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

94. Double Fine Adventures 14. Extra connection (passion) 15. Crossing first threshold 16. Repeat involvement (status) 17. Pleaded funds http://www.slideshare.net/press42 Security, underdog budget Alex Barrera (@abarrera)

95. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

96. Double Fine Adventures http://www.slideshare.net/press42 Alex Barrera (@abarrera)

97. Double Fine Adventures 14. Extra connection (passion) 15. Crossing first threshold 16. Repeat involvement (status) 17. Pleaded funds 18. Final WTF 19. Final call to action http://www.slideshare.net/press42 Alex Barrera (@abarrera)

98. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

99. Avoid Silos http://www.slideshare.net/press42 Alex Barrera (@abarrera)

100. Story structure 1. Intro of the founder, who and why are you there? 2. Problem 3. Show the product 4. Describe features of the product 5. What will you do with the money 6. Empower your investors 7. Immediate call to action http://www.slideshare.net/press42 Alex Barrera (@abarrera)

101. Double Fine Adventures 1. Off balance WTF 2. Audience connection (passion) 3. Product introduction 4. Problem + nostalgia 5. Call to adventure!!! http://www.slideshare.net/press42 Hero’s Journey (wise guy) Alex Barrera (@abarrera)

102. Double Fine Adventures 5. Call to adventure 6. Refusal of the call 7. Implicit call to action 8. Group action call! 9. Starts believing (Spark) http://www.slideshare.net/press42 Underdog theme Alex Barrera (@abarrera)

103. Double Fine Adventures 9. Starts believing (Spark) 10. Solution 11. Team intro + background 12. Call to action (team) 13. Rewards 14. Extra connection (passion) http://www.slideshare.net/press42 Alex Barrera (@abarrera)

104. Double Fine Adventures 14. Extra connection (passion) 15. Crossing first threshold 16. Repeat involvement (status) 17. Pleaded funds 18. Final WTF 19. Final call to action http://www.slideshare.net/press42 Alex Barrera (@abarrera)

105. #1 http://www.slideshare.net/press42 Protagonist Alex Barrera (@abarrera)

106. #2 http://www.slideshare.net/press42 Connection Alex Barrera (@abarrera)

107. #3 http://www.slideshare.net/press42 Underdog Alex Barrera (@abarrera)

108. #4 http://www.slideshare.net/press42 Team Alex Barrera (@abarrera)

109. #5 http://www.slideshare.net/press42 Rewards Alex Barrera (@abarrera)

110. #6 http://www.slideshare.net/press42 Calls to Action Alex Barrera (@abarrera)

111. DoUmo ArigatoU http://www.press42.com alex@press42.com @42press / @abarrera http://slideshare.net/press42

112. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

113. http://www.slideshare.net/press42 Alex Barrera (@abarrera)