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Pitching
Dos and Don‘ts
Creative Camp
May 2014
Friedrichshafen
Pitch Practice
Why?
3 Pillars - Pitching
I. This is business
II. Important stuff first
III. Be credible
I.Pillar
This is Business
Wishful Thinking
vs.
Business Thinking
I. This is Business
Find an Opportunity
or
Solve a Problem
Business Focus
Pitching is a Presentation
Organized and logical
Clear and concise
Flowing
Words of Wisdom
Part 1: https://www.youtube.com/watch?v=WfF7Awy87UY
Jared Scheel, Chief Product Officer https://populr.me
Part 1: https://www.youtube.com/watch?v=WfF7Awy87UYPart 1: https://www.youtube.com/watch?v=WfF7Awy87UY
How
When
Where
What
Who
Why
Pitching Business
Who and Why
Product: Hair Color
Activity #1
How
When
Where
What
Who
Why
I. This is Business
http://500.Co Source: http://www.geekwire.com/2012/dave-mcclure-startup-advice/
Need:
•A hypothesis of the customer use case
•Some visuals (maybe)
•Some research into the potential monetization
•Some research on outcome of a successful transaction
or successful 12-month subscription
•Mockup of the user experience
•A set of events which are measurable based on conversion
Know:
•Whether or not you can get that customer
•Whether or not you can get to break-even in next 2 years
•Something about customer acquisition costs
•Something about customer revenue monetization
http://500.Co Source: http://www.geekwire.com/2012/dave-mcclure-startup-advice/
How, When, Where
• 1,2,3...1000
• € %
• How much/often
How, When, Where
•How big/small
•How important
•When does it happen
•Where does it happen
How, When, Where
•Connect emotionally
•VC should be in the
shoes of the buyer of
your product or
service
How, When, Where
Validation
We talked to 100 people who XXX and
80% of them do not have YYY.
Of that 80%, 90% stated they need
YYY every day at least once.
Presenting Data
Source: http://www.virgin.com/richard-branson/top-10-back-of-an-envelope-start-up-ideas
Activity #2
Presenting Data
-Sticky Notes
-Index Cards
-Tape, Scissors
-Markers, Pens,
Clips
-Cut-up pieces
of paper
-Random ideas
-Then cluster
into groups
Presenting Data
•You are “in business”
•You are doing something,
for somebody, for some
reason
I. Pillar - Summary
1. What’s missing
2. What should we change
3. What should we expand
I. Pillar - Notes
II. Pillar
Important Stuff First
“THEM” vs. You
• It’s all about “THEM”, not
about you
• Give them what “THEY”
need to stay interested
• Do research on your VCs
Focus - VC
Budget: €200
Time to Hire: 1 Hr
Potential Firms: 2
Who Cares
• Tell a story
• Connect VC to the emotion
• VC should “feel the pain/ be
motivated”
• Most important stuff first
Source: http://www.joshuahenderson.com/the-problem-with-all-the-standard-investor-pitch-advice-youve-heard/
How big of a return will I get?
When will I get it?
How likely am I that I will get it?
Who Cares
• Facts, Numbers
• Validation and Traction
• 10 Slides, 10 Words
• “Connect the dots”
Important Stuff
Source: http://en.wikipedia.org/wiki/Inverted_pyramid
Inverted Triangle
Journalism
Important Stuff
“Lead with traction,” Dave McClure
0
50
100
150
200
250
300
Jan Feb Mar Apr May Jun
Reihe1
Example: Airbnb
First Pitchdeck: Problem – Solution – Market Validation
– Market Size – Product – Business Model – Market
Adoption – Competition – Competitive Advantages – End
www.airbnb.com Source: bestpitchdecks.com
Source: http://www.stephaniehay.com/a-startup-pitch-template/#.U3NMYfmSySp
What’s Important
Education: prestigious university
Experience: “big name” company
Paying customers / Traction
Beta product / Previous investors
“Big name” mentors
Activity #3
Words of Wisdom
Jared Scheel, Chief Product Officer https://populr.me
Part 2: https://www.youtube.com/watch?v=zqbFmVEFVeM
Flow
•Important stuff first
•Fast, real facts
•Keep the momentum
Ending
End with a purpose -
ASK for what you want as
a next step
•Your important stuff first
•Use inverted triangle
•Connect the VC emotionally
•End with the “ASK”
II. Pillar - Summary
1. What’s missing
2. What should we change
3. What should we expand
II. Pillar - Notes
III. Pillar
Be Credible
III. Pillar – Be Credible
DE:Glaubwürdigkeit
IT: credibilità, attendibilità
ES:la credibilidad, el crédito
FR:crédibilité
•Manage Emotions
•Personal Attributes
•Non-Verbal Signals
III. Pillar – Be Credible
Managing Emotions
Some reasons for anxiety/fear:
•accepted by my audience
•avoid losing something
•prove my intelligence, power,
status, courage etc.
Managing Emotions
Best Solution
Turn anxiety/fear into
energy
III. Pillar – Be Credible
Personal Attributes:
self awareness, courage, truth,
personal commitment
III. Pillar – Be Credible
Energetic / Confident
Goal: speak clearly and overcome
objections with credibility
Goal: create interest to talk more
Goal: look for advice, tips, insights
III. Pillar – Be Credible
Speak truth
Don’t perform
Be Yourself
Activity #4
Non-Verbal Signals
• Tone of voice
• Pace of words
• Movement of body
Solution: Make a self video of your
presentation
Tip: Use the energy
•Manage emotions
•Expand personal attributes
•Control non-verbal signals
III. Pillar - Summary
1. What’s missing
2. What should we change
3. What should we expand
III. Pillar - Notes
3 Pillars - Pitching
I. This is business
II. Important stuff first
III. Be credible
Handout Link
To download a copy of this
presentation, please go to the
official website of Creative Camps
(www.ccalps.eu)
...or go directly to the link below for
this download and more resources:
http://bit.ly/QNmbZj
Pitching Dos and Don‘ts
Thank You!
www.stinsontraining.com

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