新創企業資金取得的說服方法

The Persuasion Methods of Capital Acquisition for New Ventures

鄭靜宜(Ching-I Cheng)

指導教授 ： 蔡文鈞

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000928

摘要

新創企業在成立初期的資源相當有限，資金取得影響著新創企業的存活與發展，而創業投資公司（Venture Capital）又是取得資金的重要管道之一。由於新創企業本身的規模小、投資風險高，真正能夠得到資金資助的少之又少，在這當中所運用的說服方法是否有其特殊性，值得做進一步的探討。
本研究透過個案資料研究，針對處於創建後期階段（Start-up Stage）跨入成長初期（Growth Stage）或處於跨入成長初期（Growth Stage）的新創企業的角度深入探討，當新創企業在與創業投資公司（Venture Capital）進行初步的創意或創業說明與媒合時，創業者如何建構及運用說服方法，經由溝通以影響被說服對象的態度，使資金提供者產生信任、影響情緒的狀態，進而建構出資金取得的說服流程。
本研究主要的研究目的為探討新創企業資金取得的說服內容，並與創投公司評估準則比較異同；探討新創企業如何敘述相關的說服內容；建構新創企業資金取得的說服流程。
依照本研究結果顯示：
(一)由說服過程中的內容敘述歸納出「公司概況」、「團隊背景」、「技術特色」、「產品功能」、「競爭產品」、「市場機會」、「合作對象」及「潛在市場」八個主題。
(二)由說服過程中的八項主題進行推演，歸納出「以競爭產品推論市場機會」、「以市場機會推論產品功能」及「以團隊背景推論產品功能」三個主要的內容敘述邏輯。
(三)由說服內容判讀出「競爭對比以凸顯產品價值」、「市場接受以彰顯產品價值」、「詢問反思以強化優勢印象」、「借力使力以建立專業認同」、「坦承缺點以爭取信任基礎」、「描繪情境以延伸市場想像」及「領域聚焦來塑造專業形象」主要七個敘述方法。
(四)本研究係以四個處於創建與成長階段的新創企業，在其與創投公司進行資金媒合說明會中的言談流程中，歸納總結出其說服流程。

關鍵字

說服 ； 創業投資 ； 新創企業

並列摘要

Capital plays an essential factor at the beginning of establishing new ventures but their resources are limited, so that new ventures might tend to call for sponsorship from Venture Capital Company. However, the fact is few of new ventures could acquire the investments since they are considered to be small-scale and high-risk. This study aims to discuss the persuasion methods of raising funds, which raise the issue of particular differences needed to be further discussed.

To understand how new ventures and Venture Capital Company reach the agreement, this research utilizes case studies to investigate and observe the interaction between entrepreneurs and potential investors in two stages, start-up stage and growth stage. From entrepreneur perspective, in order to build a better relationship with Venture Capital Company, the adequate communication of original ideas is crucial, by expressing the right attitudes and emotions could help to construct a persuasive flow of obtaining the funds.

The purpose of the study is to discuss new ventures’ persuasion content contrasting with the standard and requirement of Venture Capital Company, in order to define the way of constructing the appropriate communication flow.

The primary findings of this study:
1. Described eight topics which are based on the persuasion contents and processes: company overview, team background, technical characteristics, product features, substitute products, market opportunities, partnership and potential market.
2. Deduced three persuasion logics from eight themes: “from substitute product to market opportunities”, “from market opportunities to product features” and “from team background to product features”.
3. Concluded seven methods of persuasion: “demonstrate product value by comparing to other product”, “highlight product value by market acceptance”, “strengthen the impression of advantage by asking for reflection”, “build professional identity”, “confession of weakness to gain trust”, “extend market imagination by drawing scenarios”, “establish professional image by focusing specific field”.
4. This study summarized the content of persuasion flows, which based on four new enterprises meeting with Venture Capital Company in start-up and growth stages.

並列關鍵字

New Ventures ； Venture Capital ； Persuasion

參考文獻

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