1 the big idea? 2
3 4 Explain it in 60 secs or less What’s the need? Who are you? Why are you different?
keep it simple (speak plainly)
Instagram makes mobile photos fast, simple, & beautiful. #FAIL YES! We’re a content discovery platform that enables personalized, geo-tagged content to be distributed through widescale social networks.
a sample pitch “Think: part
friend-ﬁnder, part city-guide, part social-game. Foursquare is a mobile application that helps you keep up with your friends while using game mechanics to encourage and reward users for experiencing new things.”
know your personas Sue Moore,
33 Coffee Shop Barrista Sue has been running her coffee shop for the last 3 years. She’s located near a busy station, so there are lot of tourists passing by her shop. However, most of her customers come from local businesses. She wants to attract more people to sit outside her shop while they wait for their trains. She likes commuters as they tend to buy more stuff when they are sitting there. She’s not allowed to advertise on her windows as that’s against local regulations. She is allowed to have one sign outside of the shop but keeps it as a default sign as she’s too busy to update it. Quotes “I get a lot of passer by trade and would love to attract more people within 150-200m of my store.” “Getting the regulars in more often would be great!” • 33 years old • Married • Turnover >$100k • Barrista & owner Characteristics • Cares about customers • Very busy day to day • Willing to try new tools to bring in business • Average Internet ability • More repeat customers • More reach • Ideas to market her business better Needs • Limited budget for advertising • Unable to reach all the ofﬁce workers nearby • Doesn’t understand how many people see her adverts Pain Points Devices
• 18-34 years old •
Own a House • Income $80k-$150k • Male • Need to cut the grass every week • Have only 1 hour • Low maintenance This is correlation… This is causation… I just bought a lawnmower know the job
what’s success? Rule of thumb:
• Early: awareness, distribution, usage, user experience • Intermediate: sales, rev growth, more distribution • Maturity: proﬁt, cost, loyalty Your goals will change as your business matures (keep it to <3)