Persuasion methods of fund raising for new ventures

In the research on entrepreneurship theory, acquiring resource is a critical issue that affects the survival of a new venture. The typical resource a new venture has is the professional capabilities of the entrepreneur, but other resources are very limited, especially the shortage of entrepreneurial funds. Venture capital is one of the important sources for new ventures to obtain funding. Existing literature has been exploring the evaluation criteria used by venture capitalist (VCs). However, in terms of practical operations, new ventures still need to carefully narrate and organize presentation content to earn VCs´ favorable impression during direct interaction between them and VCs. This study adopts qualitative research approach and analyzes the oral presentation content of a new venture - Company A in the setting of a pitch meeting. Through detailed content analysis, we conclude a couple of important persuasion methods and develop a framework of persuasion content for new ventures. The main contribution of this study is to provide an initial persuasion guide in fund raising from a practical perspective.