A's Desk

Learning library · 10 minutes a day

All lessons

  • 30Total lessons
  • 0Completed
  • 30Remaining

Pitching to investors

Tell a credible story about growth and returns.

  1. 1How investors actually thinkInvestors buy a believable story about future returns, not a product.
  2. 2Framing the problem and the opportunityMake the pain specific, costly and common. Then size it honestly.
  3. 3Business model and unit economicsShow how one customer turns into profit, and how that repeats.
  4. 4Building the deck narrativeTen to twelve slides, one idea each, in an order that answers investor questions.
  5. 5Evidence, traction and the metrics that matterProof beats promises. Choose a few honest numbers and show the trend.
  6. 6Handling investor objections and termsExpect hard questions, answer briefly, and understand terms before you negotiate.

People & HR

Hire well, delegate, and keep strong people.

  1. 1Define roles by outcomes, not dutiesA good role description says what success looks like in 12 months.
  2. 2Hiring with a scorecardDecide what 'good' looks like before you meet candidates.
  3. 3Interviews and reference checks that reveal the truthAsk for specific past examples, then verify them with people who saw the work.
  4. 4Delegating without losing controlHand over the outcome, agree the check-ins, and resist taking it back.
  5. 5Handling underperformance early and fairlyName the gap with facts, agree a plan, and follow through.
  6. 6Keeping your best peopleStrong performers leave for growth, respect and fair pay — know which matters to each.

Pricing

Charge what your work is worth and get paid.

  1. 1Know your full cost and marginYou cannot price well until you know what a project really costs you.
  2. 2Value-based feesPrice by what the result is worth to the client, not only by your hours.
  3. 3Packages and controlling scopeOffer clear options and write down exactly what is — and isn't — included.
  4. 4Raising prices with confidenceRegular, explained, well-timed increases rarely lose good clients.
  5. 5Controlling discountsNever give a discount without getting something in return.
  6. 6Getting paid on timePayment terms are part of pricing. Agree them early and follow up firmly.

Sales

Find, qualify and win the right clients.

  1. 1Know your ideal buyerSpend your selling time on people most likely to buy, pay and refer.
  2. 2Qualifying leads quicklyFind out early if there is a real need, budget, decision-maker and timeline.
  3. 3Discovery questions that build trustThe best salespeople ask better questions and talk less.
  4. 4Proposals that winA proposal confirms a decision the client has mostly made — it doesn't create one.
  5. 5Handling objections calmlyAn objection is a question in disguise. Understand it before answering.
  6. 6Follow-ups and managing your pipelineMost deals are won in the follow-up. Track every opportunity and its next step.

Marketing

Be known for something and attract referrals.

  1. 1Clear positioningBe known for something specific, for someone specific.
  2. 2Understanding your ideal customerMarketing works when you know where your buyers are and what they worry about.
  3. 3Proof and case studiesShow results others achieved with you. Proof persuades more than claims.
  4. 4Building a referral engineMost professional work comes from referrals. Make them happen on purpose.
  5. 5A simple, sustainable content planShare useful expertise regularly. Consistency beats volume.
  6. 6Tracking conversion and returnMeasure which activities bring paying clients, then do more of those.

Proposed 90-day roadmap (a suggestion — not yet agreed)

Foundations

Days 1–30 · lessons 1 & 2 of each subject (available now)

Forthcoming — not written yet

  • • Cap tables in plain English
  • • Employment contracts: what to check
  • • Reading a profit & loss statement

Application

Days 31–60 · lessons 3 & 4 of each subject (available now)

Forthcoming — not written yet

  • • Running a performance review
  • • Negotiating with procurement teams
  • • Writing a capability statement

Independent execution

Days 61–90 · lessons 5 & 6 of each subject (available now)

Forthcoming — not written yet

  • • Investor updates after funding
  • • Building a simple sales dashboard
  • • Planning your next 12 months