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The Art
of
Pitching
Bill Joos
Go To Market Consulting
bill @ go to market consulting .com
+1 650 799-5980
bill joos blog.com
© 2005 Garage Technology Ventures and Bill Joos
2

The Art
of Two Parts . . .
Pitching
Content Delivery
1: 2: 3: Players, 4:
Title Company Problem Pain
& Pain Killer
5: 6: 7: 8:
Technologies Competition Biz Model Go to
Market
9: 10: 11: 12:
Metrics & Team Timelines & Why Us?
Money Status
What How
95% 5% Go To Market Consulting
3

The Art
of Two Parts . . .
Pitching
Content Delivery
1: 2: 3: Players, 4:
Title Company Problem Pain
& Pain Killer
5: 6: 7: 8:
Technologies Competition Biz Model Go to
Market
9: 10: 11: 12:
Metrics & Team Timelines & Why Us?
Money Status
What How
50% 50% Go To Market Consulting
4

The Art
of Two Parts . . .
Pitching
Content
1: 2: 3: Players, 4:
Title Company Problem Pain
& Pain Killer
5: 6: 7: 8:
Technologies Competition Biz Model Go to
Market
9: 10: 11: 12:
Metrics & Team Timelines & Why Us?
Money Status
What
50% Go To Market Consulting
5

The Art
of Analytical Mind of Investors
Pitching
SWOT
Strength Weakness
-
+
Opportunity Threat
-
+
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The Art
of
Pitching
1 Begin with
“The End”
Allow for pitch decay
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The Art
of Pitch Decay
Pitching
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The Art
of Pitch Decay
Pitching
50% left after
just one hour
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The Art
of Pitch Decay
Pitching
20% left after
just one day
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The Art
of Pitch Decay
Pitching
Only 10% left after
just one week
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The Art
of What’s the 10% that Matters?
Pitching
• If you just remember three things today:
– 1. Big point one
– 2. Big point two
– 3. Big point three
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The Art
Build Your “Why Us?”
of
Summary Slide First
Pitching
Begin with
“The End”
12: Why Us?
Here is why you
should invest in
us
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13

The Art
of
Pitching
2 Be brief
…but it is much harder to do
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14

The Art
of Mark Twain Said It Best:
Pitching
“I didn’t have time
to write you a short
letter, so I wrote
you a long one.”
Elevator Pitch
Overview
Presentation Samuel Clemens,
a.k.a. Mark Twain
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The Art
of KISS: Keep It Simple Stupid
Pitching
Our technology is the first integrated and automatic
Book Scanner that will scan and digitize bound
documents at speeds of 1,200 pages per hour and at a
fraction of the cost of existing products, based on a
disruptive digital imaging technology initially developed
at Xerox PARC and protected by 5 granted patents and
one pending.
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The Art
of KISS: Keep It Simple Stupid
Pitching
Our technology is the first integrated and automatic
Book Scanner that will scan and digitize bound
documents at speeds of 1,200 pages sgdb xfeo desd if
xwfe n sqnd sjdivqo sjd efk nje epldi dfjf wq nvedo
jful nvby jfwin fjel bwlo fjmo jims dhf this guy is boring
me to death dhew bgfp fths jswi beejh ex d sadjdm gd
dm ndgfclms.
We capture the future of knowledge.
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17

The Art
of Kill “Geek Speak”
Pitching
Utilizing the 2048-bit Diffie-Hellman key exchange and
168-bit, triple-DES, we provide intrusion protection for
digital voice, fax and wireless communications.
We safeguard your communications.
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The Art
“Wait a
of
Pitching
Tell m
3
“Bait the Hook”
Bait the
hook
Your
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Get ‘em Interested 19

The Art
Elevator Pitch:
of
Where Does It Fit? ...
“Wait a minute
Pitching
Tell me more!”
tch tch
Where Does Your Elevator iPitch Belong?Where Does Your Elevator Pitch Belong?
Pi
P
r r
to to
a a
ev ev
El El
“Wait a minute… “Wait a minute…
Tell me more!” Tell me more!”
“Bait the Hook” “Feed the Fish” Hook”
“Bait the “Feed the Fish”
“Reel ‘em in”
“Bait the hook”
Your elevator pitch
Your elevator pitch
Get ‘em Close ‘em ‘em Interested
Get Close ‘em
Get ‘em Interested
Close ‘em
interested
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The Art
Elevator Pitch:
of
Where Does It Fit?
Pitching
n
io
y t
nt r
n ta
io ma II
e I
at m n
e
m e
e
te itch ent Su an Pres enc enc et
Pl Your ig
aP
St es v Where Does d Elevator Pitch Belong? e
Where DoeseYour Elevatorr Pitch Belong?e
ilig Sh
ss ile
n to l Pr ti il
Lin sio va ia e D eD m
cu sin eta e
s le
g t
ni Exe Bu “Wait a minute… Du Ter
a aMi E Du
T“Wait minute… I D
Tell me more!” Tell me more!”
“Bait the Hook” “Feed the Fish” Hook”
“Bait the “Feed the Fish”
“Reel ‘em in”
“Bait the hook”
Your elevator pitch
Your elevator pitch
Get ‘em Close ‘em ‘em Interested
Get Close ‘em
Get ‘em Interested
Close ‘em
interested
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The Art
of Simple Elevator Pitch
Pitching
Call to Action?
Why you?
Why now?
What / Who
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The Art
of Advanced Elevator Pitch
Pitching
Call to Action?
Mission Statement
Unique Differentiators
So What? Benefits
What? (50,000’)
Market Opportunity
Burning Problem
Tag Line
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The Art
of
Pitching
4 Get high and stay high
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The Art
of Molly
Pitching
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The Art
of Get High and Stay High
Pitching
What?
So What?
Benefits
How
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The Art
of Focus on Customer Benefits
Pitching
• Technical benefits
– Seamless integration
– Scalable, adaptable and secure
– Improves network performance
• Business benefits
– Increases revenue streams
– Reduces risk
– Cuts costs by 30%
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27

The Art
of
Pitching
5 Obey the 12/20 rule
…about a dozen slides
in twenty minutes
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The Art
of Use About a Dozen Slides!
Pitching
1: Title 2: Company 3: Players, Problem 4: Pain Killer
& Pain (i.e. Solution)
Title; speaker Company Market definition; Our value
intro & contact overview; w/ (get problem & proposition; “so
info; kick-off elevator pitch or pain buy-in); what” benefits;
tag line mission stmt market size ROI logic
5: Technologies 6: Competition 7: Biz Model 8: Go to Market
Who else is doing
Our “magic”; Here’s how we’ll Our marketing
this? (Don’t forget
intellectual make money plans &
status quo & home
property leverage points
grown)
9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us?
Success metrics Here’s who will To date (on Here is why you
(biz drivers) & be responsible OPM); next “x” should invest in
revenue/margin for our success; months; use of us
projections maybe BoD too proceeds
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The Art
of Use About a Dozen Slides!
Pitching
1: Title 2: Company 3: Players, Problem 4: Pain Killer
& Pain (i.e. Solution)
Title; speaker Company Market definition; Our value
intro & contact overview; w/ (get problem & proposition; “so
info; kick-off elevator pitch or pain buy-in); what” benefits;
tag line mission stmt market size ROI logic
5: Technologies 6: Competition 7: Biz Model 8: Go to Market
Who else is doing
Our “magic”; Here’s how we’ll Our marketing
this? (Don’t forget
intellectual make money plans &
status quo & home
property leverage points
grown)
9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us?
Success metrics Here’s who will To date (on Here is why you
(biz drivers) & be responsible OPM); next “x” should invest in
revenue/margin for our success; months; use of us
projections maybe BoD too proceeds
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30

The Art
of Two Parts . . .
Pitching
Delivery
How
50% Go To Market Consulting
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The Art
of
Pitching
6 Change people’s pulse
audience
A
bond
B
communicate
C Go To Market Consulting
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The Art
Ask Relevant Questions
of
The answers will tell you what to stress!
Pitching
• What are the three
most important things
I could tell you about
my company today?
• What attracted you
to my business
plan?
Do research up-front
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33

The Art
Ask Relevant Questions
of
How will the VC help you?
Pitching
• Tell me about your
last investment?
• What was the last
partnership you struck
for one of your
portfolio companies?
• How will you help
accelerate our
success?
Do research up-front
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The Art
of Change People’s Pulse
Pitching
Pitch
High
Low
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35

The Art
of Change People’s Pulse
Pitching
Pitch Volume
High Loud
Soft
Low
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The Art
of Change People’s Pulse
Pitching
Pitch Volume Speed
Slow
High Loud
Soft
Fast
Low Fast
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The Art
of Change People’s Pulse
Pitching
Pitch Volume Speed
Slow
High Loud
Soft
Fast
Low Fast
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The Art
of
Pitching
7 Tell stories
that sell
• Passion
• Energy
Confidence.
• Compelling
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The Art
of
Pitching
8 Get a transition
• Ask a rhetorical question
• Build upon last topic
• Make a statement
• Say “next”
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The Art
of
Pitching
9 Practice and integrate
feedback
…it shows either way
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The Art
of Tips for Practicing Your Pitch
Pitching
• Use a timer • Videotape your
team
presentation
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TheTell Them…
1. Art
of Expectation Setting
…what you are going to tell ‘em
Pitching
1: Title 2: Company 3: Players, Problem 4: Pain Killer
& Pain (i.e. Solution)
3. Tell Them…
Title; speaker Company Market definition; Our value
intro & contact overview; w/ (get problem &what you told “so
proposition; them
…
info; kick-off elevator pitch or pain buy-in); what” benefits;
tag line mission stmt market size ROI logic
5: Technologies 6: Competition 7: Biz Model 8: Go to Market
Who else is doing
Our “magic”; Here’s how we’ll Our marketing
this? (Don’t forget
intellectual make money plans &
status quo & home
property leverage points
grown)
9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us?
Success metrics Here’s who will To date (on Here is why you
(biz drivers) & be responsible OPM); next “x” should invest in
revenue/margin for our success; months; use of us
projections maybe BoD too proceeds
2. Tell Them
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The Art
of
Pitching
10 Develop an “attitude”
- never give up!
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The Art
of Two Parts . . .
Pitching
Content Delivery
1 2 3 4
Problem
Title; Company Your
buy- in;
Speaker intro; overview; solution
Market
Mission &
What $ you
size
stmt benefits
are after
5 6 7 8
Marketing
More &
Technologies Competition
solution leverage
details points
9 10 11 12
Status;
Success Why Us?
Timeline;
metrics; Team Call-to-
Use of
Revenue action
funds
projections
What How
50% 50% Go To Market Consulting
45

The Art
of What’s the 10% that Matters?
Pitching
• If you just remember three things today:
– 1. Begin at the end
– 2. Be brief
– 3. Change people’s pulse
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46

The Art
of Perfecting Your Pitching
Pitching
1. Begin with “The End”
2. Be Brief
3. Bait the Hook
4. Get High and Stay High
5. Obey the 12/20 Rule
6. Change People’s Pulse
7. Tell Stories that Sell
8. Get a Transition
9. Practice and Integrate Feedback
10. Develop an Attitude
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The Art
of Want More?
Pitching
bill joos blog.com
“Tips from the Trenches”
Sales, Marketing, Business Plan and Equity Fundraising Insights
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The Art
of
Pitching
Bill Joos
Go To Market Consulting
bill @ go to market consulting .com
+1 650 799-5980
bill joos blog.com
49

te : ly
N o le O n ta
p Da
xamonal
E ti
F ic
™
1
X one
Empowering Mobile
Communication Groups
Bob Johnston
President and CEO
rich @ xone.com
650-555-1212
Confidential and Proprietary

te :
1
ly
N o le O n ta
X one 30,000’ Overview p Da
xamonal
E ti
F ic
 Mantra: Empowering Mobile Communication Groups
 Markets: Pervasive groups of associated individuals
 Key IP: Proprietary and protectable 3G thin-client, server and
location-based s/w technologies
 Business Model: Profitable “$ per seat” ASP service model
 Founders: Seasoned expert data comm entrepreneurs
 Invested: Founders $xxxK -- and x years -- for validation of need,
technology architecture, product design and proof of concept
 Seeking: $ M to finalize products, capture dominate share in our
initial market, and reach profitability within 18 months after funding
Confidential and Proprietary
51

te :
Business Model and
1
ly
N o le O n ta
X one p Da
Go To Market xamonal
E ti
F ic
 Carrier; >5,000,000 minimum
Negotiated: xx¢/user/month

They want ARPU boosters

 Large business; Bechtel-class client; >2,500 to 25,000
Negotiated: $x/token/month

Direct sale

 Medium businesses; 250 to 2,500
$x/token/month

Carriers’ VARs / VADs with commission or revenue share

 Small businesses; typically <250 tokens
$x/token/month

Web self-serve

Confidential and Proprietary
52

te :
1
ly
Driving Metrics N o le O n ta
X one p Da
xamonal
and Revenues/Profits E ti
F ic
$96
Break
even
$ in M
$46
$7
$.25
200x 200x 200x 200x
Carrier 0 0 1 2
Large Bus. 0 28 60 88
# of
businesses Medium Bus. 7 160 300 520
Small Bus. 5 140 320 440
Confidential and Proprietary
53

te :
1
ly
N o le O n ta
X one $x Million to . . . p Da
xamonal
E ti
F ic
Operations: launch,
marketing & sales
IP R&D
Product Development
Confidential and Proprietary
54

The Art
of
Pitching
Bill Joos
Go To Market Consulting
bill @ go to market consulting .com
+1 650 799-5980
bill joos blog.com
55