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Investable Entrepreneur: How to convince investors your business is the one to back Paperback – October 31, 2020
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Investors don’t back entrepreneurs, they back Investable Entrepreneurs
Too many brilliant business ideas are killed by poor communication, leaving investors unable to understand the very basics of the business. When it comes to pitching, clarity is key.
‘The Six Principles of the Perfect Pitch’ is a proven process that will help to make your pitch powerful, get you noticed, generate interest and have investors queuing up to help you succeed.
Read this book to understand:
· The mind of an investor and what they are looking for
· What funding assets you need for a successful investment campaign
· How to promote your investment opportunity to relevant investors
· How to increase your likelihood of success by 30×
- Print length236 pages
- LanguageEnglish
- Publication dateOctober 31, 2020
- Dimensions5.5 x 0.54 x 8.5 inches
- ISBN-101781334900
- ISBN-13978-1781334904
Book recommendations, author interviews, editors' picks, and more. Read it now
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Editorial Reviews
Review
'This book will help you translate your entrepreneurial vision into something investors can get behind.'
-- Daniel Priestley, CEO and co-founder, Dent Global
'I have known James Church for a little over a year and during that time we have collaborated on several fundraising projects. His book, Investable Entrepreneur, is an excellent guide for every entrepreneur considering raising funds. He sets out a very clear, step-by-step process to creating the perfect pitch document and guides the reader through the key challenges to be addressed and pitfalls to be avoided. If raising equity funding is on your radar, read this book.'
-- David B Horne, founder and award-winning author of Add Then Multiply
'There is a wealth of knowledge out there about how to create and scale startups; however, there is little information available on how best to position your business to ensure it gets the investment it needs to execute on your vision. Investable Entrepreneur fills this crucial and much-neglected gap for founders and provides a playbook for them to follow.
If you are somewhere between concept and Series A on your journey and considering or undertaking fundraising, I recommend you stop what you're doing and read this book before you do anything else, to give yourself the best possible chance at success!'
-- Conor Svensson, founder and chief executive officer (CEO), Web3 Labs
'As a new business owner setting out on my entrepreneurial journey, Investable Entrepreneur unveiled the world of funding and investments to me for the first time. It enabled me to not only develop a much-needed knowledge in the types of investment and processes involved, but also provided clarity in terms of where I am as a business owner and where my business is in terms of being investable. I now have a clear vision of where I want my business to go and how I'm going to get there. By following the insights shared in this book, you'll give yourself the very best chance of gaining investment.'
-- John Davies, CEO, 2DegreesKelvin
'James has written an insightful guide to raising investment for founders of startups who are embarking on their fundraising journey. Being able to successfully and efficiently raise the capital you need is an essential part of the scale-up journey. However, it is often undertaken with a lack of awareness and preparation by the founder and the result is that less than 1% of all fundraises are successful.
Investable Entrepreneur is an invaluable source of guidance and tips that will enable you to develop and execute a plan that gives you the best possible chances of success. It is also an easy and enjoyable read that benefits from the hundreds of interviews and meetings James has had with investors and founders.
-- James McKerracher, founder and scaleupologist, ScaleUp Focus
'This is a must-read for any business owner trying to make sense of angel investing and venture capital. James has done a great job of demystifying the space with a clear and jargon-free manual. The book is ideal for any startup owner who's new to raising equity investment from outside investors - an activity which is rife with pitfalls and bumps in the road. James' wealth of knowledge and wide network has allowed him to present crucial learnings from experienced investors which will help the reader to avoid common mistakes.'
-- James Merryweather, investment manager, KM Capital
'This book is well worth reading, providing invaluable knowledge to new entrepreneurs and veterans alike. Investable Entrepreneur is filled with significant condensed wisdom from James whose business Robot Mascot has developed a highly successful process for unlocking the potential of founders and enabling them to run successful fundraising campaigns.'
-- Callum Hemsley, CEO and founder, Eloa
About the Author
Product details
- Publisher : Rethink Press
- Publication date : October 31, 2020
- Language : English
- Print length : 236 pages
- ISBN-10 : 1781334900
- ISBN-13 : 978-1781334904
- Item Weight : 9.9 ounces
- Dimensions : 5.5 x 0.54 x 8.5 inches
- Best Sellers Rank: #518,358 in Books (See Top 100 in Books)
- #108 in Venture Capital (Books)
- #1,455 in Small Business (Books)
- #1,714 in Entrepreneurship (Books)
- Customer Reviews:
About the author

As the chief operating officer and co-founder of Robot Mascot, James runs the UK’s leading pitch agency. He’s helped thousands of founders and entrepreneurs understand how to create a winning pitch and assisted them to perfectly position their investment opportunity so that they can better convince investors.
Having come from a branding and marketing background, James has always believed that when great innovation meets inspiring communication incredible things can happen. It has the power to change the world, inspire a movement and build brilliant brands.
James has always had a great skill in applying creative principles to achieve commercial outcomes. His ability to see beyond the principles of design and communication and understand the nuances of business strategy has helped create the unique investor communication services offered by Robot Mascot.
After conducting intensive research with hundreds of investors and entrepreneurs over a three-year period, James created ‘The Six Principles of the Perfect Pitch’. The success of this methodology led to Robot Mascot developing partnerships with some of the leading players in the tech and investment sectors and they soon developed a reputation as the UK’s leading pitch agency.
James has been featured in Entrepreneur magazine, on numerous industry blogs and podcasts, runs mentoring sessions at Tech Hub, Google Campus and Runway East, and has delivered mastermind sessions for SeedLegals, The Chartered Institute of Marketing and the University of East Anglia.
If you would like to connect with James, or send him a direct message, you can reach out via LinkedIn at www.linkedin.com/in/jamescchurch.
Customer reviews
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- London GuyReviewed in the United Kingdom on December 11, 2020
5.0 out of 5 stars THE BEST BUSINESS BOOK FOR ANY BUDDING MODERN ENTREPRENEUR BY A CLEAR COUNTRY MILE
I buy a lot of business books as signposting intrepid entrepreneurs is what I do as a publisher and editor of a website for fast-emerging tech companies and their entrepreneur founders. I bought this book without knowing too much about the journalist and thus not expecting very much. One week later, I had to deal with an issue to do with EIS for a US associate setting up a new business in the UK. I had no clue. We both looked on the internet and decided the plethora of information was long, vague or contradictory and left it at that for the day.
That evening I decided to have a quick peek at the book's contents before bed. I was surprised and found it was quite extensive and well laid out. What caught my eye immediately was the section on EIS. Again, I thought this could be helpful but wasn't sure what this author could tell me that I hadn't seen on the internet. Quite simply, I was wrong. I ended up immediately reciting bits on that page in a Whatapp message to my friend in Florida. The next day, he had confidently filled and filed his investment application deck to the investors just in time. I wrote to the author to actually thank him for saving my bacon. [Pictured is the genuine funding application document].
I cannot recommend this book enough. It is humorous, informative, non-BS, accessible, logical and is written by somebody who clearly personally understands the trials and tribulations of trying to be an impactful entrepreneur in this (noisy) modern age. If you're intending on turning your idea into a company, growing that company, and raising funds for/ against that company, I promise you you'll be foolish not to have this book by your side. INVALUABLE. Easily my business book of the year. I just wish I'd had this 11 months earlier as I could have saved myself and a lot of colleagues a lot of wasted time and money!
London GuyTHE BEST BUSINESS BOOK FOR ANY BUDDING MODERN ENTREPRENEUR BY A CLEAR COUNTRY MILE
Reviewed in the United Kingdom on December 11, 2020
That evening I decided to have a quick peek at the book's contents before bed. I was surprised and found it was quite extensive and well laid out. What caught my eye immediately was the section on EIS. Again, I thought this could be helpful but wasn't sure what this author could tell me that I hadn't seen on the internet. Quite simply, I was wrong. I ended up immediately reciting bits on that page in a Whatapp message to my friend in Florida. The next day, he had confidently filled and filed his investment application deck to the investors just in time. I wrote to the author to actually thank him for saving my bacon. [Pictured is the genuine funding application document].
I cannot recommend this book enough. It is humorous, informative, non-BS, accessible, logical and is written by somebody who clearly personally understands the trials and tribulations of trying to be an impactful entrepreneur in this (noisy) modern age. If you're intending on turning your idea into a company, growing that company, and raising funds for/ against that company, I promise you you'll be foolish not to have this book by your side. INVALUABLE. Easily my business book of the year. I just wish I'd had this 11 months earlier as I could have saved myself and a lot of colleagues a lot of wasted time and money!
Images in this review
- conor10Reviewed in the United Kingdom on November 10, 2020
5.0 out of 5 stars An essential resource for the entrepreneurs toolkit
In writing Investable Entrepreneur, James has addressed a significant gap in the entrepreneurs toolkit - how to go about creating credible content about your business with investors in mind.
Typically when it comes to creating a pitch deck, entrepreneurs try to retrofit a template they’ve seen from a successful company to support their business. However, this ends up being a painful exercise as they end up drowning in different approaches, and when they finally get something done they don’t realise the fact the deck is only part of the story.
James does a great job in this book on a number of accounts:
1. He switched the narrative around to consider the information you are presenting from an investors perspective.
2. He provides a clearly defined process to follow on each stage of the journey so you’re clear on the path you need to take.
3. He emphasises the importance of assets beyond just the pitch deck - the business plan and financials to ensure what you’re presenting is a well thought out offer to your potential investors.
4. He backs it up with clear case studies and examples throughout.
If you plan to raise funds at some point in the future (or you already are) this book is a crucial read. I cannot recommend it enough.
- Richard MiltonReviewed in the United Kingdom on December 2, 2020
5.0 out of 5 stars Don't go into the dragon's den without it.
There’s never been a better time for entrepreneurs to seek investment – there’s more investment cash available than ever before and more investors keen to find new businesses to back. Yet, paradoxically, anyone who watches Dragon’s Den will have seen that nine out of ten would-be entrepreneurs go away empty handed. The explanation of this paradox is that the relationship of investor to entrepreneur is asymmetrical – they each have different aims and expectations.
The entrepreneur wants to tell the world about a revolutionary new idea that’s going to improve the lot of humanity and make a fortune. The investor needs to be able to evaluate the risks involved in the project and to know exactly how the brilliant invention in going to be turned into a profitable business.
I write business plans for a living and I’ve seen an awful lot of draft plans that would make a great product release but don’t begin to tell the investor what he or she needs to know.
James Church’s new book Investable Entrepreneur is the missing link in this equation. Church forensically examines every step in the process successful entrepreneurs go through in pitching their idea and landing the cash they need. He does this with a sharp eye on the all-important details and speaking from years of solid and successful experience advising entrepreneurs on how to turn their dreams into reality.
Church is co-founder of Britain’s leading pitch agency, Robot Mascot, and he makes full use of his experience in filling his book with examples of how to – and how not to – communicate your vision to investors successfully.
If you are an entrepreneur with a great idea that needs backing, your first step must be to get a copy of Investable Entrepreneur and study every page carefully - twice.
- Mr Nicolas C RustonReviewed in the United Kingdom on November 25, 2020
5.0 out of 5 stars Awesome Robot Mascot book - A must read for those seeking Angel or VC investment for their business.
If you’re an entrepreneur on the road to bringing your big idea to life, you'll learn valuable tips and tricks in this excellent guide.
I’ve worked with James for many years and in this book he reveals his investment know how along with years of painstaking research. It unpacks and reveals the methods that result in Robot Mascot’s clients being 30x more likely to raise investment.
It’s a must-read book, which has some brilliant anecdotes to help explain the concepts. It’s no wonder the book has received rave reviews from industry experts such as Daniel Priestley of Dent Global, James Merryweather of KM Capital and many more.
- Cat loverReviewed in the United Kingdom on June 1, 2021
5.0 out of 5 stars Not what i wanted...
... but absolutely what I needed!
I started reading this in search of particular information and soon realised that there was plenty more I needed to to know that was supplied in a very readable and easy to understand way. Some wonderful metaphors and analogies that brought it to life
James clearly knows his stuff and I'm now on quest to check my business for dinks and donks (read it to see what I mean!)