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GET YOUR POINT ACROSS
Your Elevator Pitch   It’s a communication tool   Get your point across in the    time span of an elevator ride.    (2 m...
Elevator Pitch Basics   A good elevator pitch is made up of two key elements:   2. The pain statement   3. The value propo...
Elevator Pitch Structure  Your elevator pitch should have 3 parts:  3. Gain attention & hook !     – Introduce yourself an...
The Core = the Value Proposition       A statement of an important client problem   [Need] that proposes the unique way [A...
It’s a simple as NABC               Example of NABC:       “John, I understand you’re hungry as I am    [Need]. Lets go ha...
Four Fundamental questions :     N   Customer/Market Need     A   Your unique Approach     B   Client/Customer Benefits   ...
A Typical First Value Proposition           N   A             BC
A Typical First Value Proposition            N   A               BC
Creating what customers want:             N                       ABC   “ Work on what’s important, not just what’s intere...
NABC example – Video on Demand–   Need:     •   Movie rental is a 500 Mio Euro business. The part people dislike is to    ...
Quantitative not Qualitative Need –Not: The market is growing fast –Rather: Our market segment is £2M per year and growing...
Passionate Storytelling     Not just about NABC     What is the “hook” that will excite someone     Structure with begi...
Iterate Often & Collect Feedback     Focus on Important Client Needs     Write down the Value Proposition (NABC)      an...
Who stops at the watering hole ?   People with different backgrounds take on    various roles.   Negative criticism is b...
NABC References  NABC process: Easy method to quickly analyse and develop   value propositions for projects  NABC: An im...
Ibb televatorpitch2 nabc
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Ibb televatorpitch2 nabc

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This presentations captures the essence of the NABC based pitch

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Ibb televatorpitch2 nabc

  1. 1. GET YOUR POINT ACROSS
  2. 2. Your Elevator Pitch  It’s a communication tool  Get your point across in the time span of an elevator ride. (2 minutes max)  An elevator pitch is an overview of an idea, product, service, project, person, or other solution and is designed to just get a conversation started.
  3. 3. Elevator Pitch Basics A good elevator pitch is made up of two key elements: 2. The pain statement 3. The value proposition Every great elevator pitch must be:  Succinct  Greed-inducing  Low in tech talk  Irrefutable
  4. 4. Elevator Pitch Structure Your elevator pitch should have 3 parts: 3. Gain attention & hook ! – Introduce yourself and your background – Introduce your idea – Start with something catchy, a story § Your value proposition. § Actions to get to the next step: – What do you need to get started: • People • Skills • Technology
  5. 5. The Core = the Value Proposition A statement of an important client problem [Need] that proposes the unique way [Approach] you will use client resources (€€€) to deliver superior client features per unit cost [ Benefits]compared to others in their market(s) [Competition] . You don’t define value - Customer’s do !
  6. 6. It’s a simple as NABC Example of NABC: “John, I understand you’re hungry as I am [Need]. Lets go have some lunch at the company café [Approach], instead of McDonald’s [Competition] because, for the cost of McDonalds it has great food, its quiet and we can continue our conversation [ Benefits per costs]. “
  7. 7. Four Fundamental questions : N Customer/Market Need A Your unique Approach B Client/Customer Benefits C Alternative approaches Competition “NABC” captures the essential, defining ingredients of a Value Proposition
  8. 8. A Typical First Value Proposition N A BC
  9. 9. A Typical First Value Proposition N A BC
  10. 10. Creating what customers want: N ABC “ Work on what’s important, not just what’s interesting- there’s an infinite supply of both”
  11. 11. NABC example – Video on Demand– Need: • Movie rental is a 500 Mio Euro business. The part people dislike is to return tapes and late fees.– Approach: • We will provide VOD via the cable system with access to all the tittles of IMDB. The system uses existing channels and hardware. Customers need no new investments and pay the same price for a movie as in the rental shop.– Benefits: • End-user: no need to return movies; no more late fees. Same functions as with a DVD player: fast forward, trailers, ..etc. • Customer: Higher revenue per movie with higher margin; 20% market share expected.– Competition: • competition : we have patented the distribution and VCR like features for VOD • alternatives : on-line rentals have higher handling costs (0.75 Euro per movie). Sending the tape back is as inconvenient as returning it. 11
  12. 12. Quantitative not Qualitative Need –Not: The market is growing fast –Rather: Our market segment is £2M per year and growing at 20% per year Approach – Not: We have a clever design –Rather: We have created a one-step process that replaces the current two-step process with the same quality Benefits – Not: The ROI is excellent –Rather: Our one-step process reduces our cost by 50% and results in an expected ROI of 50% per year with a profit of £3M in Year 3 Competition – Not: We are better than our competitors – Rather: Our competitor is Evergreen Corporation, which uses the current two-step process. We own the IP for our new process
  13. 13. Passionate Storytelling  Not just about NABC  What is the “hook” that will excite someone  Structure with beginning, middle and end  Add a spark
  14. 14. Iterate Often & Collect Feedback  Focus on Important Client Needs  Write down the Value Proposition (NABC) and Elevator Pitch  Iterate often – every week  In a group (Watering Holes)  Get out of the office  Use pictures, simulations and visuals  Protect any IP generated
  15. 15. Who stops at the watering hole ?  People with different backgrounds take on various roles.  Negative criticism is banned at water-hole meetings.  There are three typical roles at a water hole: – Those who concentrate on everything that makes an idea seem good – Those who concentrate on everything that can improve an idea – Those who take on the user perspective
  16. 16. NABC References  NABC process: Easy method to quickly analyse and develop value propositions for projects  NABC: An important client or market need addressed by a unique approach with compelling benefits when compared against the competition or alternatives.  Introduced by Curtis Carlson & William Wilmot  (Stanford Research Institute- SRI, US) “Innovation – The Five Disciplines for Creating What Customers Want” (August 2006)

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