Your Business Introduction Letter:
Crisp, Clean and Confident

Your business introduction letter works just like an elevator pitch: in the shortest
time possible, it generates interest in your business plan.

Your introduction letter is the piece of paper that sits on top of your business plan when it is delivered. The very best advice I can give is: Keep the focus on the business plan.  

You've got 10 seconds to give it your best shot, or the investor is lost forever.

You have spent a lot of time, effort and money to make the business plan say what you want it to say, so don't try to condense the business plan into a paragraph or two in a letter. Rather, use the letter to invite the reader to open the business plan.

A strong business introduction letter follows a simple, powerful format:

Sentence #1 -- WHY ARE YOU SENDING THE BUSINESS PLAN TO HIM?

Establish a commonality between you and the lender/investor. Why have you chosen this particular person or company to write to? Is he a referral from a colleague? Did you hear him speak? did you have a few second of pleasantries at a conference? "Per your request" is a great way to start out, if indeed that is so.

For example:

When John Howardson, President of QRP, suggested that I contact you, I knew our business was on the right track.

or

We spoke briefly at the Community Development Expo yesterday, and you requested that I forward my business plan to your attention.

Sentence #2 -- WHAT'S THE PAYOFF?

What's in it for him? Why should this lender/investor care diddly about your business? Does your business fit comfortably into his existing portfolio? Is there a strong return on investment? Does your company benefit a company that is already in his portfolio? Make your business introduction letter demonstrate clearly just what is in it for him.

For example,

When your firm backed QRP, you knew that John would locate the enhanced energy co-generation system that QRP needs to succeed. We have that product now.

or

Galloping Galoshes is looking for an international banking presence that will work hand-in-hand with us to open new doors throughout Europe.

Sentence #3 -- SO WHAT MAKES YOUR A CREDIBLE COMPANY?

A simple statement in the business introduction letter to establish your credibility is essential. What has your company accomplished? Are sales strong? Is the client list impressive? Is the Board of Directors outstanding?  

For example,

This company has already exceeded first year projections by more than 30%, due in part to the invaluable connections on our Advisory Board.

or

Our ten year track record speaks volumes.

Sentence #4 -- WHAT ACTION WILL YOU TAKE?

What happens next? "I will be in town in two weeks." "I will call you." Don't leave it hanging, or there won't be any further action. And, whatever you say you will do, do.

For example,

I know that you will feel the same sense of connection that our team does, and I will call you next week so that we can discuss it further.

or

Our key people will be at the Southeast Conference in two weeks, and I would like to plan to meet you then. I will call you next week to set the time for that meeting.

That's it. One paragraph. Maybe two. Don't try to sell your concept with the business introduction letter -- that isn't its purpose. The whole purpose of the business introduction letter is just to get the lender/investor to pick up the business plan and start to read. Then let the business plan do its job.



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