Pitch to Win Sales & Investment - Wayra Dublin Presentation

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Talk to short listed teams for Wayra Dublin programme starting October 2013 on how to prepare pitch content to selection panel.

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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 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!
  • 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
  • Pitch to Win Sales & Investment - Wayra Dublin Presentation

    1. 1. 1 6-3-1 This talk will tell you how to be the one that is remembered!
    2. 2. 2 “ Find Your Story and get people to believe in You” Liam Casey PCH
    3. 3. 3 ` ‘Pitching to Win Sales & Investment’
    4. 4. 4 • Sermons (churches empty) • Slide Presentations (majority uninteresting) • Sales Presentations (no one wants to be sold to!) Stop Delivering! ` The Aristo Philosophy
    5. 5. 5 Aristo promotes the art of extended conversation Have a conversation be it with 1, 5, 50 or 500 people. ` The Aristo Philosophy Start Having a Conversation
    6. 6. 6 ` We have Coached
    7. 7. 7 ` ‘Pitch to Win Investment’ ‘Create Your Story’
    8. 8. 8 ` Qualities of Your Hero • ??????????? • ???????????? • ????????????
    9. 9. 9 ` Padraig Harrington` Paul O’Connell
    10. 10. 10 “Designing a presentation without the audience in mind is like writing a love letter to ‘ whom it may concern’ “ Nancy Duarte Who is your audience?
    11. 11. 11 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) ` The Basics
    12. 12. 12Niklas Zennstrom Tell a Story
    13. 13. 13www.aristo.ie 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” - Graham Linehan
    14. 14. 14 ` The Sales - Template Better? Problem Solved? Team ? DO?
    15. 15. 15 ` Tell Your Story! Core •Plan: Who is your audience? •Connect: Step 1: get attention 20 words or 7 sec. Step 2: problem you solve •Who are you? (introduce yourself) •What do you do? (KISS) •How is your customer BETTER? •Action USP-Elevator Pitch- HCP
    16. 16. 16 ` Cake or Worm?
    17. 17. 17 ` ‘Pitch to Win Investment’ ‘Create Your Story’ Summary:
    18. 18. 18 “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
    19. 19. 19 ` The Sales - Template Better? Problem Solved? Team ? DO?
    20. 20. 20 ` ‘Pitch to Win Investment’ ‘Tell Your Story’
    21. 21. 21 ` The Funding-Template Better? Problem Solved? U? DO? Sell? Team? £ C M Ask ?
    22. 22. 22 Analogy: Planning a journey is like planning a talk "One good analogy is worth three hours discussion." (Dudley Field Malone) Better Connect Do/ Sales Who? Problem/ Market Audience Prepare Action Plan your Talk
    23. 23. 23 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 conceal
    24. 24. 24 ` Cake or Worm?
    25. 25. 25 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) ` Pitch Template
    26. 26. 26 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 ` Opening: Newspaper Headlines!
    27. 27. 27 Commercial Acumen
    28. 28. 28
    29. 29. 29 use metaphors we are like; Business Model
    30. 30. 30 How big is your ambition •To Big • To Small Don’t tell VC how to spend their money (it’s rude) Financials
    31. 31. 31 Why are you different/better? Competition
    32. 32. 32 Team
    33. 33. 33 ` Milestones Core “If you can do it, it ain't braggin”. Dizzy Dean Baseball pitcher
    34. 34. 34 ` Questions & Answers
    35. 35. 35 And they will! This is the judgement your listener 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 Test
    36. 36. 36 web: www.aristo.ie email: andrew@aristo.ie http://ie.linkedin.com/in/andrewkeogharisto phone: 01 8208552 twitter: @aristoc2g ` My Contact Details
    37. 37. 37 ` ‘Pitching to Win Sales & Investment’ Discuss:

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