Example: Funnel-Shaped Presentation Structure

Henry Scott is the Head of Strategy at sports equipment manufacturer X-Treme Sports. To further accelerate the company’s ambitious growth and become number one on the market, he proposes taking over competitor Fun Sports Enterprises (currently number five on the market). He intends to convince the executive board of this idea at the next strategy workshop. How could he structure his presentation?

Henry knows the executive board is split when it comes to opinions on takeovers. A number of past attempts to take over competitors have failed. Several executive board members are especially critical of Fun Sports Enterprises. To ensure his proposal is viewed objectively, Henry decides to only mention it at the end of the presentation. He devises the following structure with the respective core statements for each subsection:



  • Situation: We have an ambitious growth path.
  • Complication: We won’t reach our targets through organic growth alone.
  • Question: What else could we do?

Main Body

Topic 1: Growth through acquisitions

  • Fact 1.1: Taking market shares off competitors requires a lot of time and resources. Acquisitions are a faster option.
  • Fact 1.2: Excessively fast organic growth would lead to a price war. Acquisitions avoid a price war for market shares.

Argument 1: A suitable acquisition would enable us to achieve our growth targets quickly.

Topic 2: Conditions for successful acquisitions

  • Fact 2.1.: The takeover candidate needs to fit with our strategy. Fun Sports Enterprises meets this requirement.
  • Fact 2.2: The purchase price has to be right. Fun Sports Enterprises meets this requirement.
  • Fact 2.3: It must be possible for the two companies to merge without any major difficulties. Fun Sports Enterprises meets this requirement.

Argument 2: Fun Sports meets all the requirements for successful acquisitions

Trichter Argumentation


  • Summary of results: We have seen that ...
  • Conclusion: That’s why I am proposing we take over Fun Sports Enterprises.
  • Next steps: We will hire an investment bank to help us..

Quality check

nächste Schritte

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