The Usina de Emprendedores, an initiative of the Cámara Argentina de Comercio y Servicios (CAC), organized a webinar titled “Storytelling for Entrepreneurs.” The session aimed to provide conceptual and practical tools to help early-stage projects improve how they communicate their value propositions.
Javier González Pedraza, director of the Usina, opened the event by welcoming participants and introducing speaker Mariela Ianigro. Ianigro is a communication and image specialist with experience supporting entrepreneurs and business leaders.
During her presentation, Ianigro emphasized storytelling as a strategic tool for structuring messages, building connections with various audiences, and improving the effectiveness of business presentations. She stated that there is no single pitch suitable for all situations and highlighted the need to adapt messages depending on whether the audience consists of clients, investors, or strategic partners.
Ianigro said: “Effective communication combines conceptual clarity, narrative structure, and personal conviction.” She recommended organizing presentations into three stages: opening, development, and closing. The opening should capture attention; the development should clearly state the value proposition; and the closing should include a call to action aligned with presentation objectives. Ianigro also advised focusing on how a project addresses customer problems and drives transformation rather than only describing technical features.
Addressing emotional aspects of communication, Ianigro noted that preparation and managing pre-presentation tension are key factors in conveying security and credibility. She discussed body language—posture, eye contact, gestures—as well as vocal elements such as tone and pauses. According to her analysis, these elements reinforce perceived conviction during both virtual and in-person presentations.
The event attracted more than 300 live attendees out of over 500 registrants. This turnout was partly due to support from Capacitar in promoting the webinar.
A participant exchange followed Ianigro’s talk. Attendees shared their experiences communicating their projects’ challenges. During this discussion it was reiterated that message adaptation to specific audiences, simple language use, and regular practice are necessary for impactful communication.
The session ended with a summary of key points: manage emotional dimensions effectively; structure messages strategically; adapt speech for each audience; build stories that combine information with emotion. In today’s environment—where differentiation depends not just on products but also on how they are communicated—the challenge for entrepreneurs is to develop narratives that create understanding, credibility, and connection with listeners.
