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Perfect the Pitch and Design the Deck

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Having a great business idea is just the beginning! It's the way that idea is presented that makes a difference, attracts and intrigues people and gets that idea funded! Pitch Coach & Presentation Wizard of Silicon Alley, Gokce "GG" Gizer has helped over 250+ startups perfect their pitches and design their decks in New York, San Francisco, Toronto and Istanbul. Check out her insights and exercises to help you communicate your ideas through engaging and memorable pitches and in a visually appealing; making them more powerful!

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Perfect the Pitch and Design the Deck

  1. 1. onkaro Perfect  the  Pitch   &  Design  the  Deck Gokce  Gizer   gg@onkaro.com   @gginthemorning Providing Branding, Marketing and Communication Design Services November 2015
  2. 2. onkaro YOU What  is  your  presenta;on  about? 2 It’s  about  your  idea,  your  business,  your  thoughts,  your  efforts,   your  personality,  your  success  and  what  you  have  to  say.   Yes,  but  that’s  only  a  part  of  what  your  presenta;on  is  about.
  3. 3. onkaro YOUYOUR AUDIENCE What  is  your  presenta;on  about? 3 That’s  why  you  are  there!  Without  the  audience  there’s  no   presenta;on!  Without  you,  they  have  no  reason  to  be  there.   It’s  very  simple  but  we  tend  to  forget  it  some;mes.  
  4. 4. onkaro 1YOUR AUDIENCE 4 They  are  the  decision  makers,  the  ac;on  takers.   Keep  your  audience  in  mind  when  working  on  your  pitch  and   presenta;on.  Tweak  it  for  different  audiences.
  5. 5. onkaro YOUR AUDIENCE Why MaLers? 5 They  care  about  how  interes;ng  what  we  tell  them  about   what  we  know  is.  You  have  to  make  it  interes;ng  for  them  by   knowing  their  interests  and  mo;va;ons.
  6. 6. onkaro YOUR AUDIENCE Know 6 Do  your  research  before  you  meet  them.  Don’t  let  them  be   strangers!  Connect  with  them  by  knowing  their  interests,   mo;va;ons,  wants  and  needs.  What  is  the  ac;on  you  want   them  to  take?
  7. 7. onkaro YOUR AUDIENCE Customize  and  create  for 7 Always  think  about  whom  you  are  presen;ng  to  and  where  you   are  doing  the  presenta;on.  Design  several  versions  of  your   presenta;on.  The  value  proposi;on  for  an  end-­‐user  is  probably   different  than  the  value  proposi;on  for  a  business  partner.
  8. 8. onkaro8 1 DIFFERENT VALUE & DIFFERENT ASK 2 ANIMATED SLIDES or STATIC IMAGES 3 HAVE FONTS, VIDEOS, DEMOS WITH YOU 4 PRESENTING OR SENDING THE FILE VIA EMAIL Always  think  about   your  audience.  The   value  and  the  ask  of   a  group  of  VCs  is   different  from  that  of   a  poten;al  business   partner  or  a  client.   Have  several   versions  of  your   presenta;on  for   different  audiences. Where  are  you   presen;ng  it?  On  a   screen  in  a  mee;ng   room,  on  your  iPad  in   a  coffee  shop  or  on   paper?  If  you  don’t   have  anima;ons   always  save  it  as  a   PDF  so  you  don’t   have  to  worry  about   fonts  and  images. Make  sure  you   always  have  your   fonts  and  media  in   the  same  folder  as   your  presenta;on,   on  a  USB  s;ck!  Do   not  count  on  the   internet,  try  not  to   do  a  live  demo,  do  a   prerecorded  demo   instead.   The  presenta;on  you   are  actually   presen;ng  is   different  than  the   one  that  you  send   out.  The  one  you  are   presen;ng  should   have  images  or  liLle   text  to  reinforce  your   words.  The  one  you   send  out  can  have   more  text.  
  9. 9. onkaro YOUR AUDIENCE will  not  remember  the  vast  majority   of  what  you  say. But  they  will  remember  what  they   thought  about  what  you  said.  And   what  they  felt  about  what  you  said. 9
  10. 10. onkaro use  the  le  side  of  the  brain,  the   analy;cal  side,  to  ra+onalize  decisions YOUR AUDIENCE The  people  in but  they  make  decisions  with  the  right   side,  the  emo+onal,  intui+ve  side.  10
  11. 11. onkaro YOUR AUDIENCE Emo;onal  connec;on  with 11 Whatever  the  subject  maLer  is,  there’s  always  a  way  to  make  it   meaningful  and  relevant  to  your  audience.  There’s  a  way  to   capture  your  audience’s  imagina;on,  and  persuade  them  to  our   point  of  view.  That  way  is  through  emo;on.  
  12. 12. onkaro YOUR AUDIENCE Entertain 12 Most  presenta;ons  are  boring.  You  need  to  make  the  feel  like  it   was  ;me  well  spent.  Humor  them  with  real  life  situa;ons,  don’t   make  jokes.
  13. 13. onkaro WHAT DO I LIKE? WHAT DO I HATE? WHAT DO I FIND INTERESTING? WHAT DO I FIND BORING? 13 WOULD I ENJOY THIS? Put  yourself  in  your  audience’s  seat  and  ask  yourself:
  14. 14. onkaro 2THE PITCH 14 Your  pitch  determines  how  you  recruit  a  team,  secure  an   investment,  or  simply  get  your  idea  across  to  your  audience.  For   a  solid  pitch,  you  need  to  prac;ce,  record  and  experiment.
  15. 15. onkaro THE PITCH What  is ? 15 Why  you  exist?  Why  you  are  different?  How  you  make  money?   It’s  a  combina;on  of  your  value  proposi;on,  your  customer   understanding  and  business  model.
  16. 16. onkaro THE PITCHis  not  the  descrip;on  of  your   product  or  service 16
  17. 17. onkaro THE PITCHis  your  idea,   it’s  the  vision  behind  that  idea.   17
  18. 18. onkaro WHYdo I need this? would I use this? would I switch from…? should I invest? do you exist? 18
  19. 19. onkaro19 For _________ who need _________, __________ provides ___________. Unlike ____________, “Our Company” offers ____________________. Customer Segment Customer Problem Primary Competitors Points of distinction Product or Offering Customer Benefit Value Proposition Exercise: Fill in the blanks for your company/ service/ product
  20. 20. onkaro Value Proposition Canvas 20 Source: https://strategyzer.com/canvas
  21. 21. onkaro21 Source: https://strategyzer.com/canvas Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Value  Map Customer  Segment Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com
  22. 22. onkaro22 Source: https://strategyzer.com/canvas Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com The set of customer characteristics that you assume, observe, and verify in the market. Customer Segment
  23. 23. onkaro23 Customer Segment Exercise SELECT   CUSTOMER   SEGMENT 1 IDENTIFY   CUSTOMER   JOB 2 IDENTIFY   CUSTOMER   PAINS 3 IDENTIFY   CUSTOMER   GAINS 4 PRIORITIZE   JOBS,  PAINS  &   GAINS 5
  24. 24. onkaro24 Job  Importance Pain  Severity Gain  Relevance Important Insignificant Extreme Moderate Essential Nice to have Customer Segment - Prioritize
  25. 25. onkaro25 Source: https://strategyzer.com/canvas Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com The set of value proposition benefits that you design to attract customers. Value Map
  26. 26. onkaro26 Value Map Exercise LIST   PRODUCTS  &   SERVICES 1 OUTLINE  PAIN   RELIEVERS 2 OUTLINE   GAIN   CREATORS 3 RANK  BY   ORDER  OF   IMPORTANCE 4
  27. 27. onkaro27 Products  &  Services Pain  Releavers Gain  Creators Essential Nice to Have Essential Nice to Have Essential Nice to have Value Map - Prioritize Relevance
  28. 28. onkaro THE PITCH What  are  the  must-­‐haves  of ? 28
  29. 29. onkaro MARKET BIGPROBLEM 29
  30. 30. onkaro right TEAM SOLUTION 30
  31. 31. onkaro31 CLARITY INTERESTING   HOOK CONCRETE   PLAN DISRUPTIVE SUSTAINABLE   GROWTH
  32. 32. onkaro ADDRESS YOUR COMPETITOR   HEAD ON 32
  33. 33. onkaro THE PITCH Customize 33 Your  pitch  is  yours,  you  don’t  need  to  fit  into  a  template.  Know   the  important  stuff  and  pitch  differently  with  your  own  words.   Telling  a  story  is  good  but  don’t  make  up  stories.  
  34. 34. onkaro 3PRESENTATION 34 Presen;ng  is  “the  proffering  or  giving  of  something  to  someone”  -­‐   like  a  gi.  We  are  the  gi  when  we  present  our  ideas,   ourselves,  the  product  of  our  thoughts,  efforts  and  personality.
  35. 35. onkaro PRESENTATION Effec;ve 35 The  goal  of  every  presenta;on  is  to  create  engagement,   agreement  and  recall.  There  are  two  elements  you  can  control   in  your  presenta;on:  yourself  and  your  material.
  36. 36. onkaro36 People  make   decisions  emoOonally. They  will  raOonalize   decisions  based  on  all   the  facts  and  figures. Yourself and Your Materials Matter because…
  37. 37. onkaro PRESENTATION Why MaLers? 37 Why  should  you  spend  ;me  and  effort  to  make  it  beLer?  A  good   enough    presenta;on  will  leave  you  in  the  middle  of  the  pack.  It   will  not  get  you  ahead  of  the  pack,  no;ced,  and  funded.
  38. 38. onkaro38 “You  and  your  organizaOon  have  the   power  to  change  everything.   To  create  remarkable  products  and   services.  To  over  deliver.   To  be  the  best  in  the  world.   How  dare  you  squander  that   resource  by  spreading  it  too  thin.     How  dare  you  se.le  for  mediocre  just   because  you’re  busy  coping  with  too   many  things  on  your  agenda,  racing   against  the  clock  to  get  it  all  done.”
  39. 39. onkaro 38% 55%7% VOCALVERBAL VISUAL 39 Source: Albert Mehrabian, PhD 3 components of communication and Their impact on how we communicate with others It’s  not  just  what  we  say,  but  how  we  say  it,  and  how  we  look  when  we  say  it.
  40. 40. onkaro PRESENTATION Facts  about 40
  41. 41. onkaro PUBLIC SPEAKING America’s  biggest  fear  is Source: Chapman University Survey on American Fears 1 41 Because  we  are  all  afraid  of  embarrassing  ourselves.  A   presenta;on  is  not  public  speaking,  it’s  a  conversa;on,  only   you  do  most  of  the  talking.
  42. 42. onkaro AFRAID=EXCITED Your  fear  is  not  seen  by  the  audience. 2 42 Some  of  the  symptoms  of  excitement  are  the  same  as  those  of   nerves,  because  they’re  all  caused  by  adrenaline.  When  your   heart’s  racing,  you’re  experiencing  buLerflies  in  your  stomach   and  you’re  breathing  a  liLle  faster  –  remember  that  some  of   those  feelings  are  because  you  are  excited  as  well  as  afraid.
  43. 43. onkaro PRESENTATION How  to  be  great  at  a 43
  44. 44. onkaro HUMAN Be 44 Revealing  that  you  aren't  perfect  makes  you   more  relatable  and  vulnerable  toward  the   people  around  you.
  45. 45. onkaro AUTHENTIC Be 45 Don’t  be  reading  off  of  a  script.  People  associate   being  imperfect  with  being  authen;c.  Know  your   stuff  but  be  authen;c  when  you  are  presen;ng.
  46. 46. onkaro YOURSELF Be 46 Obvious  ;p  but  use  it.  Show  your  excitement.   Prepare  to  present.  Be  humorous,  but  not  by   telling  jokes.  Prac;ce  out  loud  and  record.  
  47. 47. onkaro 4THE DECK 47 The  design  &  the  structure  the  deck  has  a  tremendous  effect  on  the   percep;on  of  the  audience.  Make  important  decisions  early  on  and   customize  the  deck  for  different  audiences  and  different  sefngs.    
  48. 48. onkaro THE DECK 48 Must-­‐haves  of
  49. 49. onkaro onkaro.com/resources
  50. 50. onkaro50 $CLARITY STRONG TEAM NUMBERSVALIDATION
  51. 51. onkaro THE DECK 51 Deconstruct  &  organize Start  outlining  and  planning  on  paper  and  then  break  it  out   into  sec;ons.  Write  every  idea/  slide  on  a  post  it  note.  Move   them  around  and  see  how  the  story  changes.
  52. 52. onkaro52 1. Branding? - What - Why - Essentials 2.How to Brand? - Measure - Development - Mktg vs branding 3.Cases&Tips - Storytelling: Harry’s - Design: Tinder - Logo: How? Colors, examples, size
  53. 53. onkaro THE DECK 53 Decisions  for Making  design  decisions  early  on  will  make  your  teams  life  easier   by  giving  them  structure  and  consistency.  Choose  the  right  colors,   match  a  couple  of  fonts  and  decide  the  style  of  images.
  54. 54. onkaro54 color.Adobe.com Great  tool  to  pick  and  match  colors
  55. 55. onkaro OPTIMISM CLARITY WARMTH FRIENDLY CHEERFUL CONFIDENCE EXCITEMENT YOUTHFUL BOLD CREATIVE IMAGINATIVE WISE TRUST DEPENDABLE STRENGTH PEACEFUL GROWTH HEALTH BALANCE NEUTRAL CALM 55 Meanings  of  colors
  56. 56. onkaro56 Prefer  light  backgrounds  with  dark  text
  57. 57. onkaro Bodoni Avenir Roboto Slab Merriweather OSWALD Futura Minion Roboto Lato Quattrocento fontpair.co  57
  58. 58. onkaro58 Do  NOT  use Clipart Stock  Photo Stock  Photo   with  Watermark
  59. 59. onkaro59 Instead  of  taking  pictures  yourself,  use   free  online  resources Not  this!
  60. 60. Photo Credit: Arnaud Nemrod Compfight Visual search engine helps you locate images 60
  61. 61. onkaro61
  62. 62. onkaro UNSPLASHED GETREFE GRATISOGRAPHY FREE  HIGH  QUALITY  IMAGE  WEBSITES 62 onkaro.com/resources
  63. 63. onkaro Flaticon.com Freebiesbug.com Freebiesbug.com Pixel-Fabric.com Freepik.com Designscrazed.org 63 FREE  ICON  SETS  FOR  CONSISTENCY onkaro.com/resources
  64. 64. onkaro The Most Important Message Can I visualize this? Are the numbers visible? Do I need to write this? Can I say it? 64 Prioritize & Organize Every  slide  should   have  ONE  important   idea  that  you  ‘d  like   to  communicate.   Iden;fy  that  message   with  this  simple   ques;on. It  is  easier  to   understand  images   than  it  is  to  read   bullet  points.  Think   about  icons  &  images   to  represent  what   you  are  saying. You  wouldn’t  want   your  impressive   numbers  to  get  lost   in  the  slide.  So  make   sure  they  are  visible   by  making  them   bigger  and  bolder. Your  slides  are  there   for  clarifica;on  and   resonance.  “Slides   should  reinforce  your   words,  not  repeat   them”  says  Seth   Godin.
  65. 65. onkaro $150K REVENUE • We have 183,200 users since launch in April 2013 • We generated $152,500 revenue from sales in the last 12 months • 78% of our users are woman & 22% are men • The majority of our users are from New York (38,056 users) Key Achievements & Information Key Achievements & Information 180K+ USERS 78% 22% 20% of Users 65 Can I visualize this? Are the numbers visible? Do I need to write this? Can I say it?
  66. 66. Visible  &  Important Visible May  not  be  visible Show   Guides Show  Ruler 66 Use Rulers & Guides
  67. 67. onkaro67 If  you  have  a  slide  that  is  almost  there  but  something  is  not  quite  right  then  it   might  be  due  to  the  lack  of  alignment  and  distribu;on  of  images  and  text.  Use   the  formafng  tools  both  PowerPoint  &  Keynote  offer  to  get  everything  in  order. Use Arrangement Tools for Alignment & Distribution
  68. 68. onkaro68 Start  by  making  your  rulers  and  guides  visible  to  determine  the  center  and  the   middle  of  your  slide.  Resize  your  shapes  to  make  them  the  same  size.  Distribute   your  shapes  evenly  to  have  balance  on  the  slide.  Based  on  how  you  place  the   elements  you  can  have  different  versions  of  the  same  slide. Use Arrangement Tools for Alignment & Distribution
  69. 69. onkaro69 Bullet  points  and  lis;ng  text  might  seem  like  the  only  ways  to  fit  your  content  on   a  slide.  If  you  turn  them  into  chunks  that  go  side  by  side,  in  the  middle  of  the   slide  then  you’ll  not  only  have  a  beLer  looking  slide  but  everything  will  appear  of   equal  importance  because  they  will  be  on  the  same  level.  Icons  and  images  are   always  good  for  to  make  your  message  more  memorable. Turn bullets into chunks & use representative icons
  70. 70. onkaro THE GODIN THE TAKAHASHI THE LESSIG THE KAWASAKI One Idea per Slide Very LARGE text Fast-Paced & Simple The 10-20-30 method 70
  71. 71. onkaro visuals 71 Y? U Emotional Connection with Your Audience Keep asking WHY when working on the Pitch Keep the Deck to the point and simple Be Yourself when presenting
  72. 72. onkaro THANK  YOU! onkaro_ onkarodesign Providing Branding, Marketing and Communication Design Services Contact  us  info@onkaro.com   for  your  design  needs  and   workshop  requests.  

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