Why Now Framework

A framework for explaining why your business idea is uniquely positioned to succeed right now versus in the past. This helps convince investors the timing is right for investment.

Core Components of "Why Now" Argument

• Must explain what's different today vs 3-5-10 years ago
• Focus on major changes in:
  • Regulatory environment
  • Technology capabilities
  • Social/behavioral shifts
  • Market conditions

How to Structure the Argument

• Anchor to a clear inflection point

  • Example: "Regulation did not allow digital therapy with licensed doctors until recently"
  • Example: "COVID drove telemedicine adoption from 10% to 80% in 2 years"

• Connect multiple trends when possible

  • Show how different forces are converging
  • Demonstrate you're "surfing multiple waves"
  • Example given in transcript:
    • App-based coaching proven by Calm/Headspace
    • Telemedicine becoming mainstream
    • Rising mental health issues creating demand

Key Principles

• Must be evidence-based, not theoretical
• Should highlight recent changes that enable success
• Focus on structural shifts, not temporary trends
• Explain why waiting longer could mean missing opportunity
• Connect timing to your specific solution/approach

Common Mistakes to Avoid

• Using weak or temporary trends
• Not connecting timing to your specific business model
• Focusing only on market size without explaining why now
• Missing key regulatory or technological enablers
• Not showing evidence of behavioral/social changes

The goal is to make investors feel FOMO (Fear of Missing Out) by showing why this specific moment presents a unique opportunity that wasn't possible before.