Sell the vision, not the business

No one likes compliance training, but Ethena aims to improve the experience for everyone involved. Join Ethena’s CEO and co-founder, Roxanne Petraeus, and Homebrew’s Hunter Walk on this TechCrunch Live event to hear the strategies used to tackle and grow in underserved market segments. As you'll hear in the event, Roxanne Petraeus founded Ethena after the realization that compliance training hasn't evolved to meet the modern workplace. Instead of forcing employees to watch hour-long videos, Petraeus's company presents employees with bite-sized, quick takes that when completed in series, achieves the same compliance goal. During the early days of the company, Petraeus turned to Hunter Walk at Homebrew for venture capital fundraising. He somewhat turned her down, he said during this TechCrunch Live event, though still participated in the company's seed round -- just at a much smaller size. Why? Petraeus pitched Ethena's business rather than her vision for the company. This TechCrunch Live event is focused on the need to sell the company's vision, rather than just its business. Hunter Walk and Roxanne Petraeus walk through the steps to develop the company's vision and later lead fundraising efforts using this process. TechCrunch Live records weekly at 12:00 PT/3:00 ET. Visit TechCrunch.com for more information.