Overview

A business narrative is the organizing story of your work. It captures your intention, your audience, and the outcomes you're building toward. A clear narrative makes every other piece of your funding strategy easier to execute. Your proposals become more consistent. Your decisions feel more aligned. Funders grasp your direction faster.

This exercise helps you articulate that story in simple, direct language. You'll define the purpose of your work, the community you serve, and the progress you're building toward. These statements form a reference you'll return to as you refine proposals, set milestones, and evaluate new opportunities.

The Exercise

Complete each statement below with specific, grounded language. Write in full sentences. These become the foundation of every funding conversation you have.

1. We exist to:
Describe the purpose of your work and the change you're advancing.

2. We serve:
Name the people or community at the center of your business.

3. We deliver value through:
List the products, services, programs, or experiences that define your work.

4. Over the next 12 to 18 months, we are focused on:
State the milestone you're working toward. Make it concrete and measurable.

How to Use These Statements

Once completed, these four statements become your canonical narrative. Reference them when:

• Drafting executive summaries

• Writing needs statements

• Explaining your approach in proposals

• Evaluating whether a funding opportunity aligns with your direction

• Onboarding new team members or partners

Update them quarterly as your work evolves. Your narrative should reflect where you are today, not where you were six months ago.

What’s Next

You’ll move into Determining Your Funding Gap, where you’ll connect your next milestone to the level of funding required to reach it