| Preface | p. III |
| Acknowledgments | p. 1 |
| Introduction: Investor Relations for Entrepreneurs | p. 3 |
| Perspectives on Business Planning | p. 9 |
| Raising Money in an Age of High Anxiety: Why Investors Have Business Plan Phobia | p. 11 |
| The Real World | p. 12 |
| The Underlying Issues | p. 14 |
| Corrupted Process | p. 18 |
| Some Examples | p. 20 |
| The Messages | p. 24 |
| Costly Implications | p. 25 |
| Ask the Wrong Question and You'll Get the Wrong Answer--Where We've Gone Wrong in Thinking About Business Plans | p. 27 |
| If it Seems too Good to be True... | p. 29 |
| So Why Do We Keep Doing Business Plans? | p. 30 |
| Why We do It | p. 32 |
| What's the Problem? | p. 34 |
| Is Planning a Useful Exercise? What the Research Shows | p. 37 |
| Some Scary Implications | p. 39 |
| Surprising Research Results | p. 40 |
| What's the Problem? | p. 42 |
| Learning from Celebrities | p. 43 |
| Seven Actions You Should Take Before Preparing a Business Plan | p. 47 |
| Look Inward: What Is Your Startup Karma? | p. 49 |
| For Love or Money? | p. 50 |
| Karma and Your Business | p. 52 |
| Questions to Ask Yourself | p. 53 |
| What Investors Really Want to Know | p. 54 |
| The Entire Package | p. 55 |
| The Presentation: Giving Form to Your Ideas | p. 59 |
| Getting Ready | p. 60 |
| Twelve Questions | p. 62 |
| Recycling Opportunity | p. 68 |
| Compose a Synopsis | p. 69 |
| An Executive Summary | p. 71 |
| A Query Letter | p. 71 |
| Bringing the Two Together | p. 72 |
| An Example | p. 74 |
| Your Synopsis | p. 75 |
| Develop Meaningful and Hard-Hitting Financials | p. 79 |
| The Financial Package | p. 80 |
| Putting It Together | p. 86 |
| Example Financial Documents | p. 89 |
| Build a Web Site That Demonstrates Your Business Model | p. 99 |
| Typical Scenarios | p. 101 |
| What Every Web Site Must Accomplish | p. 104 |
| What You Don't Want from a Web Site | p. 107 |
| Putting It All Together | p. 108 |
| Use Publicity to Attract Investor Attention | p. 109 |
| The Power of Publicity | p. 111 |
| Making Publicity Happen | p. 112 |
| Leverage Your Success | p. 116 |
| How Should You Handle the PR Function Ongoing? | p. 117 |
| Touch the Marketplace | p. 119 |
| Why Demonstrating Demand Is So Important | p. 121 |
| Ten Ways to Demonstrate Demand | p. 121 |
| Turning Investors' Heads | p. 126 |
| Business Planning and the Investment Process | p. 129 |
| What You're Selling and What Investors Are Buying: Capitalize on Investor Psychology | p. 131 |
| Human Nature | p. 134 |
| Investor Secrets | p. 135 |
| The Bottom Line | p. 136 |
| Dilution and the Economics of Investing | p. 137 |
| The Proper Reaction to Investor Interest | p. 138 |
| Teaming Up with AOL for Love and Money: A Case Study | p. 141 |
| The Introductory Pitch | p. 146 |
| The Big Pitch | p. 148 |
| Key Ingredients | p. 153 |
| The Best Investor Relations Approach for You | p. 155 |
| Meeting Investors | p. 156 |
| Impressing Investors | p. 159 |
| Negotiating Effectively | p. 161 |
| And What About That Plan? | p. 163 |
| Summary of Professional Investor Research | p. 165 |
| Research Study of Business Planning | p. 169 |
| What All Business Plans Must Cover | p. 173 |
| Index | p. 175 |
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