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Art of the Pitch
Is a Pitch.
You have less than a page to
attract people and explain what
they get for investing.
One key = the video!
“if your idea can’t be conveyed
in a sentence its survival is
already in doubt”
Hello! We live in an
ADD/text/tweet world.
Today’s Situation
 You are Telling a Story.
 Who What Why How
 It's not the complete story
 Just the most compelling one
Your Pitch is a Story
 Who What Why How
 It's not the complete story:
 Just the most compelling one.
 (And hopefully it won’t put
 everyone asleep.)
It’s Not About You
 It's about them - the audience.
 Frame it that way.
 WIII4M
  Who is the Audience?
The strength of the idea is not
enough. It’s about whether it
resonates and clicks into place in the
mind of your user in a heartbeat.
Very Important Point

  You are NOT pitching a great idea,
  team or product.
  You ARE pitching what your business
  will do for investors and for customers
  SO, pitch how your business will solve
  a tangible problem that exists
  TODAY!!
Kill the geek speak
Focus on customer benefits, not
technical benefits.
Tell a story that paints a personal
picture for your audience.
Tips from UCF
 Explain yourself in the first minute.
 Grab them by the throat.
 "So what?"
 Know your audience.
 10/20/30:
 10 slides, 30 point font, 20 min max
 "total addressable market"
10 Pieces of the Pitch by UCF
1.   Problem         6. Competition
2.   Your Solution   7. Team
3.   Biz model       8. Projections and
                        milestones
4.   The Magic
                     9. Status and timeline
5.   Marketing
                     10.Summary /call to
                        action
P
R
A
C
T
I
C
E
Coach, Mentor, Co-Founder, Board of Advisors
Slide 1 of 10: Overview
 Insert “wow!” descriptive text with a
 compelling proposition, no more than 10
 words.
 One-sentence “wow!” explaining exactly,
 tactically what you do. There should be no
 question about what business you are in and
 who your customer is after this 60-second
 description.
Slide 2: Problem / Opportunity
 What searing pain do you cure?
 Or, what great opportunity do you tap?
  How many people/organizations feel
 this pain or provide this opportunity?
Slide 3: Unfair Advantages
 (Advantage 1) - What makes you special?
 (Advantage 2) - Why will you win?
 (How do you maintain unfair advantages?)


 Why is the field tilted in your direction? It can be
 technology, relationships, founders.
 “We’re smart, hardworking, and really believe”
 doesn’t cut it. Everybody says that.
 Highly unlikely that it’s patents, too.
Demo
 This is the place to do a demo. Ten minutes is long
 enough. Try not to get sucked into a long demo so
 you can’t finish your presentation.
5) Sales and Marketing
 How will you rollout? How will you introduce your
 product or service?
 How much have you done already?
 How will you achieve critical mass? Sorry but “we’ll
 go viral” isn’t a strategy. Neither is WOM.
 What is the source of this expertise?
 Tactics, tactics, tactics -- not wishful thinking
COMPETITION
                 We can, it can’t
                               ’    It can, we can’t
                                                  ’


(Competitor 1)



(Competitor 2)



(Competitor 3)
6) Competition
Assume that the audience knows as much, and
maybe more, about the segment as you do.
If you say “we have no competition,” it usually
means that you’re either (a) clueless or (b)
addressing a market that doesn’t exist.
The reason why you want to show what you can’t
do is to build your credibility. If you’ll admit how
your competition is better than you, people are
more likely to believe you when you discuss how
you’re better than your competition.
7) Business Model
•   (Pricing)
•   (Value of each customer)
•   (Customer acquisition cost)
       How will you make money?
       Don’t show multiple revenue streams and don’t
       try to make the point that you’re inventing a new
       way to make money.
       The most important thing to explain is the
       assumptions in your business model and how
       they determined the financial projections in the
       previous slide.
Forecast // Vision of Evolution
                     Year 1     Year 2    Year 3     Year 4    Year 5


# of Customers



# of Employees


    Sales


  Expenses


   Profits



                 “You’re pulling numbers out of the air and you have
                 no idea what will happen.”
Slide 9: Team
 (Name, key facts)
 (Name, key facts)
 (Name, key facts)
 3-4 key people. Highlights only. Use the logos of
 recognizable past employers.
 Do not list your accountant, law firm, and other vendors.
 You’re paying them. They’re not “investing” in you. If
 you’re going to list advisors, ensure that they are really
 well-known for the market you’re going after.
10) Status and Milestones
 Current status
 First ship?
 First revenue?
 Where are you now?
 What are the next 2-3 big milestones?
Your Slidedeck
 Don’t have slides this busy.
 Guy says that because he is Guy he can – you
 aren’t him.
 Slides are to paint a story – not to be the story.
 Reading your slides will annoy those you are
 pitching to!!!!
Now People Who
Have Pitched

Reuben Pressman
Susie Steiner
Sean Davis
Acknowledgements
 UCF
 Guy Kawasaki
 Other sources that I have collected
 over the years.

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Pitching 101

  • 1. Art of the Pitch
  • 2. Is a Pitch. You have less than a page to attract people and explain what they get for investing. One key = the video!
  • 3. “if your idea can’t be conveyed in a sentence its survival is already in doubt”
  • 4. Hello! We live in an ADD/text/tweet world.
  • 5. Today’s Situation You are Telling a Story. Who What Why How It's not the complete story Just the most compelling one
  • 6. Your Pitch is a Story Who What Why How It's not the complete story: Just the most compelling one. (And hopefully it won’t put everyone asleep.)
  • 7. It’s Not About You It's about them - the audience. Frame it that way. WIII4M Who is the Audience?
  • 8. The strength of the idea is not enough. It’s about whether it resonates and clicks into place in the mind of your user in a heartbeat.
  • 9. Very Important Point You are NOT pitching a great idea, team or product. You ARE pitching what your business will do for investors and for customers SO, pitch how your business will solve a tangible problem that exists TODAY!!
  • 10. Kill the geek speak Focus on customer benefits, not technical benefits. Tell a story that paints a personal picture for your audience.
  • 11. Tips from UCF Explain yourself in the first minute. Grab them by the throat. "So what?" Know your audience. 10/20/30: 10 slides, 30 point font, 20 min max "total addressable market"
  • 12. 10 Pieces of the Pitch by UCF 1. Problem 6. Competition 2. Your Solution 7. Team 3. Biz model 8. Projections and milestones 4. The Magic 9. Status and timeline 5. Marketing 10.Summary /call to action
  • 14. Coach, Mentor, Co-Founder, Board of Advisors
  • 15.
  • 16. Slide 1 of 10: Overview Insert “wow!” descriptive text with a compelling proposition, no more than 10 words. One-sentence “wow!” explaining exactly, tactically what you do. There should be no question about what business you are in and who your customer is after this 60-second description.
  • 17. Slide 2: Problem / Opportunity What searing pain do you cure? Or, what great opportunity do you tap? How many people/organizations feel this pain or provide this opportunity?
  • 18. Slide 3: Unfair Advantages (Advantage 1) - What makes you special? (Advantage 2) - Why will you win? (How do you maintain unfair advantages?) Why is the field tilted in your direction? It can be technology, relationships, founders. “We’re smart, hardworking, and really believe” doesn’t cut it. Everybody says that. Highly unlikely that it’s patents, too.
  • 19. Demo This is the place to do a demo. Ten minutes is long enough. Try not to get sucked into a long demo so you can’t finish your presentation.
  • 20. 5) Sales and Marketing How will you rollout? How will you introduce your product or service? How much have you done already? How will you achieve critical mass? Sorry but “we’ll go viral” isn’t a strategy. Neither is WOM. What is the source of this expertise? Tactics, tactics, tactics -- not wishful thinking
  • 21. COMPETITION We can, it can’t ’ It can, we can’t ’ (Competitor 1) (Competitor 2) (Competitor 3)
  • 22. 6) Competition Assume that the audience knows as much, and maybe more, about the segment as you do. If you say “we have no competition,” it usually means that you’re either (a) clueless or (b) addressing a market that doesn’t exist. The reason why you want to show what you can’t do is to build your credibility. If you’ll admit how your competition is better than you, people are more likely to believe you when you discuss how you’re better than your competition.
  • 23. 7) Business Model • (Pricing) • (Value of each customer) • (Customer acquisition cost) How will you make money? Don’t show multiple revenue streams and don’t try to make the point that you’re inventing a new way to make money. The most important thing to explain is the assumptions in your business model and how they determined the financial projections in the previous slide.
  • 24. Forecast // Vision of Evolution Year 1 Year 2 Year 3 Year 4 Year 5 # of Customers # of Employees Sales Expenses Profits “You’re pulling numbers out of the air and you have no idea what will happen.”
  • 25. Slide 9: Team (Name, key facts) (Name, key facts) (Name, key facts) 3-4 key people. Highlights only. Use the logos of recognizable past employers. Do not list your accountant, law firm, and other vendors. You’re paying them. They’re not “investing” in you. If you’re going to list advisors, ensure that they are really well-known for the market you’re going after.
  • 26. 10) Status and Milestones Current status First ship? First revenue? Where are you now? What are the next 2-3 big milestones?
  • 27. Your Slidedeck Don’t have slides this busy. Guy says that because he is Guy he can – you aren’t him. Slides are to paint a story – not to be the story. Reading your slides will annoy those you are pitching to!!!!
  • 28. Now People Who Have Pitched Reuben Pressman Susie Steiner Sean Davis
  • 29. Acknowledgements UCF Guy Kawasaki Other sources that I have collected over the years.