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Leadership speeches: importance of storytelling – case study on fundraising

Goosse, Floriane
(2022)

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Goosse_02631600_2022.pdf
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Goosse_02631600_2022_Annexe.pdf
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Details

Supervisors
Bonny, Gaëtan
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
Increased people are trying to start their own business every day. To overcome the question of funds, some of them decide to turn to a business angel. After presenting their idea through a pitch and answering their questions, some entrepreneurs manage to sign a partnership with these investors. But how did they get there? Do only the financial figures and the business plan have an impact on their decision? This thesis will focus on one cause of success: the use of storytelling in the pitch. A commonly used but paradoxically under-researched technique, storytelling is still a strong vector of credibility. As far from the world of fundraising as it may seem, it will nevertheless prove to be a key element in obtaining funds.