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6-3-1This talk will tell youhow to be the one thatis remembered!                          1
“A weak message from a goodspeaker will have more impact thana strong message from a poorspeaker, regardless of how muchwe...
`   ‘Pitching to Win Investment’                          3
`   The Aristo Philosophy                Stop Delivering!              • Lectures                (no one wants to be lectu...
`   The Aristo Philosophy                Start Having a Conversation                Aristo promotes the art of extended   ...
`   We have Coached                      6
`   ‘Pitch to Win Investment’    ‘Create Your Story’                           7
`   Qualities of Your Hero                             • ???????????                             • ????????????           ...
`   Paul O’Connell   `   Padraig Harrington                             9
Who is your audience?“Designing a presentation without the audience in mind is like writing a love letter to ‘ whom it may...
`   The Basics         1. Open         (Connect in 20 words or 7 sec.)         2. Body         (Concentration ON-OFF-ON-OF...
Tell aStory         Niklas Zennstrom   12
`   Pictures > Words                       13
`   Speakers Biggest Mistake                      Core                               Simple = Stupid                      ...
Template“ Despite the fact that Father Ted was  basically an Irish ‘Only Fools and Horses‘  with a soft, surreal twist (th...
`   The Sales - Template                                    Are?     ett er?    B               Problem                   ...
`   Tell Your Story!    USP-Elevator Pitch- HCP      •Plan: Who is your audience?      •Connect:      Step 1: get attentio...
`   Cake or Worm?                    18
Summary:`          ‘Pitch to Win Investment’          ‘Create Your Story’                                  19
`    LUNCH            20
`   ‘Pitch to Win Investment’    ‘Tell Your Story’                           21
Speak the Language of Audience                       22
`   The Sales - Template                                    Are?     ett er?    B               Problem                   ...
`   The Funding-Template          Bett                         Are               er?                      ?    Ask     ?  ...
Plan your Talk    Analogy: Planning a journey is like planning a talkAction          Better                               ...
The Close – How are they better?“ A speech is like a love affair any fool  can start it, but to end it requires  considera...
“If a potential customer has made time to meet you, this means they have a problem to solve or a project in mind and they ...
`   Cake or Worm?                    28
`   Pitch Template    Pitch Structure    Who is your Audience?    •   Connect: (get attention)    •   What PROBLEM do you ...
`   Opening: Newspaper Headlines!    HEADLESS BODY IN TOPLESS BAR    New York Post on a local murder    FREDDIE STAR ATE M...
Commercial Acumen                    31
32
Business Modeluse metaphors we are like;                             33
FinancialsHow big is your ambition•To Big• To SmallDon’t tell VC how to spendtheir money (it’s rude)                      ...
Competition      Why are you different/better?                              35
36
`   Milestones     “If you can do it, it aint             braggin”.                           Core      Dizzy Dean Basebal...
`   Questions & Answers                          38
This is the judgement yourlistener is continually making:   Do I believe / trust this person?   My final piece of advice t...
`   My Contact Details                     email:                     andrew@aristo.ie                     twitter:       ...
Discuss:`        ‘Pitching to Win Investment’                               41
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Pitch to win investment workshop

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Slides for one say workshop to 21 high potential startup companies who will shortly be seeking sales and investment in Ireland

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  • Be the one that they are interested in talking to The one that they are excited by Tell Brian Caulfied Story
  • Aristo has worked with SFI, DCU, UCD, TCD, The Ireland Fund, Your Country Your Call Finalists, Dublin Web Summit Finalists, Startupbootcamp, Wayra- Propel NI all in the start-up space Also the following companies Com- Reg – Baxter Healthcare – G4S- System Dynamics- Integrated Communications Ltd (ICL) KPMG
  • Great sports people are always striving to get the basics right and repeatable under pressure. Now let me explain the basics of presenting and when you understand and apply you will be increasingly successful in high pressure business situations.
  • Tell the story of Chapter one and Bruce Springsteen. Also tell story of OVPR visiting VP research looking to invest. Who have we here and deliver same on presentation irrespective of Audience /Industry. You want to demonstrate that this is someone/ organisation we could work with! Nancy Dwarte “Designing a presentation without the audience in mind is like writing a love letter to ‘whom it may concern’” Nancy Duarte Who is my audience as question: Start-ups / Researchers / Professional Services/ Industry/
  • Explain the basics by telling the story of Paul O ’ Connell and the Munster team or of Graham McDowell (G- Mac) Sports people always talk about getting the basics right. The same applies to presenting, the basics are – open: get attention, close: tell the audience how they are better. Between Open and Close use one of 5-6 tried and trusted formats. In this session I will give you the format for ‘Memorable Marketing Talk’ (Elevator Pitch- USP- High Concept Pitch) talk. Regularly I meet people so say I will just wing it in the belief that It will be alright on the night nothing could be further from the truth. E.g. Billy Connelly or Dara O ’ Brien know exactly what they are doing and where they are going their skill /art is in making it look like it is ad-libbed
  • Talk about how Chad Hurley founder of U Tube, Jack Dorsey founder of Twitter and Niklas Zennstrom of Skype can tell their business stores clearly and simply without confusing their listeners with the technology driving their business ideas
  • All three speakers were able to create engaging and interesting stories that created pictures which made their ideas more memorable
  • The biggest mistake that speakers make is that they try to say too much in the time allocated. You cannot put 5 years of research / product development in short presentation. You can only make 3 key points in a presentation if you want them to be remembered and ideally you should make one point but ensure you audience engages by making the same point in 2 0r 3 different ways. Be sure your take home message is crystal clear. Barristers say that if you try to make 10 points to a jury you make none. Make one and create doubt!
  • All great speakers use classic templates to construct and deliver their talks. If you have a template that works why try and re invent the wheel? The most fearful and time consuming way to start a talk is with a blank piece of paper. You will get under way and finished much quicker when you use a template as we will see demonstrated here today
  • Preparation: Know your audience and who in particular you wish to pitch to! Delivery: 1 -Start with Problem Solved (tell a story) including attention grabbing headline Do: Tell us what you do (the solution i.e. product) Better: The pitch must finish my telling the listener how they will be better (create desire) This should never be a list. Be specific, focus on the one key point that is critical to your listener. The Lightening Bolt = Create an opening headline that gets attention in the first 20 words or 7 seconds.
  • This is one of 2 templates we will use today
  • Most sales talks and investor pitches I hear are talking cake( what you want) The successful pitch, talks worm- what the listener wants!
  • When we use the language of our industry/jargon we feel we are one of the gang. When presenting to external sources we need to have people feeling included not excluded, if you are going to be successful at pitching include people avoid jargon and language of your industry Tell the story of Italian holiday
  • Preparation: Know your audience and who in particular you wish to pitch to! Delivery: 1 -Start with Problem Solved (tell a story) including attention grabbing headline Do: Tell us what you do (the solution i.e. product) Better: The pitch must finish my telling the listener how they will be better (create desire) This should never be a list. Be specific, focus on the one key point that is critical to your listener. The Lightening Bolt = Create an opening headline that gets attention in the first 20 words or 7 seconds.
  • Preparation: Know your audience and who in particular you wish to pitch to! (Terry Wogan; he spoke to an old guy in Birmingham making his breakfast not to 8 million listeners) Delivery: 1 -Start with Problem Solved including attention grabbing headline The order for the rest of the planets circling the problem should be chosen in a way that shows you in the best possible light Do: Tell us what you do (the solution i.e. product) Sell: Have you customers? Or tell audience who you expect to be sending invoices to? Team: Tell me about your teams commercial achievements? Ask: The biggest failing of people who pitch is that their ASK is not clear. Tell your audience what it is you want and what you plan to do if you get what you are looking for? Better: The pitch must finish my telling the listener how they will be better (create desire) This should never be a list. Be specific focus on the one key point that is critical to your audience. C = Competition- Tell us how they are and how you are better? M = Milestones – What have you achieved so far? (boast) £ = Finances – 5 year forecast or our product costs £xxxx and we will sell Y this year and Y x 10 in 2 years time The Lightening Bolt = Create an opening headline that gets attention in the first 20 words or 7 seconds.
  • In the body of your talk you cannot make no more than three key points. Ideally one key point would be best but this requires a great deal of bravery. So that people will understand your business ideas you can use any of the following in the body of talk: analogies, demonstrations, examples, facts, statistics, testimonials.( but not all of them) Reminder “data overload is the greatest failing when trying to communicate with your audience” Andrew C. Keogh
  • At the end of your pitch you must remind your audience how they will be better as a result of engaging with you. This should not be a list (which says pick one as I am not sure what you want) which is what I usually hear. E.g. Google say “We help you grow your business”
  • Here is the classic structure for an investment pitch. The order in which you deliver the various points should be rearranged to present you proposal in it’s best light.
  • Open - Get attention in 20 works or 7 seconds. This is how newspapers do it!
  • Too many start-ups believe that all they have to do is’ build it and they will come’. Nothing could be further from the truth. You must start early knocking on doors and engaging with prospects. One of the best ways of securing investment is to already have customers- large beta trials – letters of intent etc.
  • Have you made sales or what steps have you taken along this road?
  • Investors do not like to hear that you have no competition, that what you’re doing is absolutely unique. Regularly I find researchers and business people in general are not aware of the competition and do not know why they are better or different. Jack Dorsey of Twitter and Chad Hurley of You Tube can do this very well and simply. Use metaphors application of name or descriptive term or phrase to an object or action to which it is imaginatively but not literally applicable e.g. food for thought, leave no stone unturned Concise Oxford Dictionary Currency Fair is a company I worked with when preparing for the final of the Dublin Web Summit and this is how they explained their business, some people say we are like the E bay of currency exchange and others say we are more like Bet Fair for currency exchange
  • With regard to the financial slide if you feel you should put one in, I believe they should not be too detailed. If you include a lot of detail it just leads to awkward and difficult questions which you may not know the answer to as financials are guesswork at best. Some mistakes I have seen presenters make when pitching to venture capitalists, they look for too much, they are currently doing little or nothing and tell us they will be doing 15 million sales in 18 months. too small: they tell us that the product has been approved by major multinational and is in use by them and then look for a 20 K investment A rule of thumb that I’ve heard serial entrepreneurs suggest is that if you forecast doubling your sales figures over the first three or four years that’s generally acceptable and realistic.
  • Investors do not like to hear that you have no competition, that what you’re doing is absolutely unique and the reason for this is probably that’s not true. Regularly I find researchers and business people in general are not aware of the competition and do not know why they are better or different than the competition. Jack Dorsey of Twitter and Chad Hurley of You Tube can do this very well and simply. Use metaphors application of name or descriptive term or phrase to an object or action to which it is imaginatively but not literally applicable e.g. food for thought, leave no stone unturned Concise Oxford Dictionary Currency Fair is a company I worked with when preparing for the final of the Dublin Web Summit and this is how they explained their business, some people say we are like the E bay of currency exchange and others say we are more like Bet Fair for currency exchange
  • Discuss your Team; it’s about experience and ideally past successes
  • Tell us about your past successes
  • Q&A sessions are very much part of the presentation and you must remember that you are still in presentation mode and that you must retain control of the discussion. Q&A is a great opportunity to demonstrate your experience and knowledge and also an opportunity to understand investors thinking and uncover any resistance to your ideas. Once you uncover the resistance you can then deal with it. If Sean Gallagher handled his difficult question well during Frontline Q&A session he would be President of Ireland today
  • Transcript of " Pitch to win investment workshop "

    1. 1. 6-3-1This talk will tell youhow to be the one thatis remembered! 1
    2. 2. “A weak message from a goodspeaker will have more impact thana strong message from a poorspeaker, regardless of how muchwe like to think the opposite mightbe true.” Deiric McCann from his book ‘LeadershipCharisma’ 2
    3. 3. ` ‘Pitching to Win Investment’ 3
    4. 4. ` The Aristo Philosophy Stop Delivering! • Lectures (no one wants to be lectured to) • Sermons (churches empty) • Sales Presentations (no one wants to be sold to!) • Pitches/Presentations (majority uninteresting) 4
    5. 5. ` The Aristo Philosophy Start Having a Conversation Aristo promotes the art of extended conversation Have a conversation be it with 1 , 5, 50 or 500 people. 5
    6. 6. ` We have Coached 6
    7. 7. ` ‘Pitch to Win Investment’ ‘Create Your Story’ 7
    8. 8. ` Qualities of Your Hero • ??????????? • ???????????? • ???????????? 8
    9. 9. ` Paul O’Connell ` Padraig Harrington 9
    10. 10. Who is your audience?“Designing a presentation without the audience in mind is like writing a love letter to ‘ whom it may concern’ “ Nancy Duarte 10
    11. 11. ` The Basics 1. Open (Connect in 20 words or 7 sec.) 2. Body (Concentration ON-OFF-ON-OFF-ON-OFF- ON-OFF ON -OFF-ON-OFF) 3. Close (If they remember your take home message you are a success) 11
    12. 12. Tell aStory Niklas Zennstrom 12
    13. 13. ` Pictures > Words 13
    14. 14. ` Speakers Biggest Mistake Core Simple = Stupid Simple = Understanding 14
    15. 15. Template“ Despite the fact that Father Ted was basically an Irish ‘Only Fools and Horses‘ with a soft, surreal twist (the three male characters in both are almost identical” www.aristo.ie -15 Graham Linehan
    16. 16. ` The Sales - Template Are? ett er? B Problem Solved? DO ? 16
    17. 17. ` Tell Your Story! USP-Elevator Pitch- HCP •Plan: Who is your audience? •Connect: Step 1: get attention 20 words or 7 sec. Step 2: problem you solve Core •Who are you? (introduce yourself) •What do you do? (KISS) •How is your customer BETTER? •Action 17
    18. 18. ` Cake or Worm? 18
    19. 19. Summary:` ‘Pitch to Win Investment’ ‘Create Your Story’ 19
    20. 20. ` LUNCH 20
    21. 21. ` ‘Pitch to Win Investment’ ‘Tell Your Story’ 21
    22. 22. Speak the Language of Audience 22
    23. 23. ` The Sales - Template Are? ett er? B Problem Solved? DO ? 23
    24. 24. ` The Funding-Template Bett Are er? ? Ask ? £ Problem DO? Solved? ? Te am Sell? C M 24
    25. 25. Plan your Talk Analogy: Planning a journey is like planning a talkAction Better Ad u ie ne c W h o? Do / Ss ale Ple rb/ om Mt a re k Connect"One good analogy is worth three hours discussion." Pa rpe er(Dudley Field Malone) 25
    26. 26. The Close – How are they better?“ A speech is like a love affair any fool can start it, but to end it requires considerable skill “ Lord Mancroft 26
    27. 27. “If a potential customer has made time to meet you, this means they have a problem to solve or a project in mind and they expect that you are not simply coming to tell them what you do, but that you have put some real thought into how you are going to help them solve their problem” - Deirdre McPartlin Enterprise Ireland Düsseldorf 27
    28. 28. ` Cake or Worm? 28
    29. 29. ` Pitch Template Pitch Structure Who is your Audience? • Connect: (get attention) • What PROBLEM do you solve? • How do you DO this? (KISS) • How many have you SOLD? • Competition (we are like) • Finances (your ambition) (Milestones+ Executions) • Who are you? (team) • Call for Action • How are customers BETTER? (always finish with how customers will be better) 29
    30. 30. ` Opening: Newspaper Headlines! HEADLESS BODY IN TOPLESS BAR New York Post on a local murder FREDDIE STAR ATE MY HAMPSTER Sun: story was a fabrication ICE CREAM MAN HAS ASSETS FROZEN BBC News SUPER CALEY GO BALLISTIC CELTIC ARE ATROCIOUS Sun on Inverness Caledonian Thistle beating Celtic in the Scottish Cup 30
    31. 31. Commercial Acumen 31
    32. 32. 32
    33. 33. Business Modeluse metaphors we are like; 33
    34. 34. FinancialsHow big is your ambition•To Big• To SmallDon’t tell VC how to spendtheir money (it’s rude) 34
    35. 35. Competition Why are you different/better? 35
    36. 36. 36
    37. 37. ` Milestones “If you can do it, it aint braggin”. Core Dizzy Dean Baseball pitcher 37
    38. 38. ` Questions & Answers 38
    39. 39. This is the judgement yourlistener is continually making: Do I believe / trust this person? My final piece of advice to you is; • Speak from your life’s experience • Speak with energy and enthusiasm • Speak in terms of your listeners interest And they will! 39
    40. 40. ` My Contact Details email: andrew@aristo.ie twitter: @aristoc2g web: www.aristo.ie phone: 01 8208552 http://ie.linkedin.com/in/andrewkeogharisto 40
    41. 41. Discuss:` ‘Pitching to Win Investment’ 41
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