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ARCH chief is addicted to making start-ups go – Critiques of investor presentations help novices gain focus

"Are you selling aspirin or vitamins?" Tom Churchwell often asks aspiring entrepreneurs seeking start-up funding for their businesses.

The avuncular Churchwell, 63, who has helped launch more than 40 companies, explained how need can drive funding easier than a snazzy idea, thus the difference between aspirin and vitamins.

"A headache is real. If I’ve got a headache and you’ve got an aspirin, that’s an easy sale," Churchwell said. "If you’re selling vitamins, they might be good for me, but it’s a much tougher sale."

BY JON VAN

Full Story: http://www.chicagotribune.com/business/chi-0605210018may21,1,2295747.story?coll=chi-business-hed&ctrack=1&cset=true

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