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Pitching and passion clinic 101

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Introduction to pitching and finding your passion

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Pitching and passion clinic 101

  1. 1. Pitching & Passion Clinic Pete Cooper @pc0 The Start Society
  2. 2. THE START SOCIETY @startsoc #startoz
  3. 3. Today Tell ‘em what you’re gonna tell ‘em Pitch Funnel New Tech Landscape - Disruptor or Server Shaping Your Startup - Personal vs. Process Nourishing - Getting real Ingredients - Meat and potatoes process Tips, Recap, Wrap Lots more resources - Google ‘Pete Cooper Slideshare’ - The Start Society search ‘ecosystem’ - @pc0 - @startsoc - Join StartSoc
  4. 4. Pitch Funnel 3 seconds - name and strap line e.g. elevator 30 seconds - ‘you know how’ pitch short form e.g. elevator, first meet, card 3 minutes - ‘you know how’ pitch long form 30 minutes - 30 seconds plus pitch slide pack (whiteboard backup) eg. board room 3 hours - 30 minutes plus extended Q& A e.g. investment
  5. 5. New Tech Landscape
  6. 6. IT ‘Dedicated Service Providers’ Digital Creative Agencies ‘Independent Service Providers’ Tech Startups ‘Disruptive Product Providers’ Tech
  7. 7. Shaping Your Startup
  8. 8. Idea/Market = Creative + Rational Brand = Creative + Rational Pitching = Creative + Rational Choice: Design Journey & Passion Choice: Format/Process Choice: Communications
  9. 9. Passion
  10. 10. If you don’t love it you might as well go and work in a grey cubicle on someone else’s dream.
  11. 11. If you don’t love it you can’t win. Build a team that is inspired. Get investors to buy in. Fans not clients. Media.
  12. 12. If you don’t love it - - Selling is harder - Long races are harder - Vision is evasive - Short term product vs long term category changer
  13. 13. Passion Means different things to different people. There is no one answer. But the signs are unmistakable. Power: Does it energise you? Enduring: Do you still care about it the next day, week, month, year, decade? Heart: Do you feel emotion about it (positive or negative or mixed or complex all fine - just not neutral or detached).
  14. 14. Brand
  15. 15. What is branding? Identity - you/company/product/intertwined Name Visual identity Sound or sound or texture or style ‘palette’ Sensory experience, may vary by channel Channel - web, mobilecall centre in/out, print, email...
  16. 16. The Five Points Know yourself (inputs/reputation/aspirations) Brand categorisation (types) Typical approaches (process/ranking/resources) Test (good/bad/contextually) Repeat until happy. Endlessly.
  17. 17. Know: Be self aware. We all have a brand already. Know yourself. First impressions count? But what percentage of the world/country/city/room actually know you? What are you all about?
  18. 18. Know: What you stand for, and what others think. For example ... Design, Trust, Value For Money, Values, Sophisticated, Simple, Minimalist … your turn.
  19. 19. Know: Your space, segment, tribe ... For example ... Financial planning; Dog toys; Cyber security for Satellites Handcrafted originals Trusted advice for tech startups … your turn.
  20. 20. Categorisation: Typical Types Evocative (e.g virgin/apple - progressive but not conservative) Invented (e.g. google - unique/memorable but slow uptake) Experiential (e.g safari/explorer - sensing but becomes common) Functional (e.g. online-vet.com - self explanatory but not distinctive)
  21. 21. Typical Approach: Process Steps Conceptual Brainstorm / Ideation - no bad ideas Differentiation/Positioning - by horizons (short, medium, long term) and by scenario (funded, unfunded etc) Analyse Competitors Name Generation & Scoring - at least 10 to 20, ideally 100+ Check availability
  22. 22. Typical Approach: Name Scoring Matrix Ranking Unique/Short/Distinctive Energy/Reach/Depth/Power Humanity/Natural/PlainLanguage Sound/PubTest/ Trademark
  23. 23. Nourishing
  24. 24. Nourishment The Real Why - ● Personal Motivation; ● USP/WIIFM The Real How - ● Clarity (Expert Laser Focus); ● Passion (Eyes wide energy); ● Persistence (Force of nature); ● Perception (Trust) The Real What - ● Have you done the work? ● Tangible vs. Intangible; Show it! ● Up/Down Brands; ● Momentum
  25. 25. Ingredients
  26. 26. Pitch Ingredients Why Who What Where When How
  27. 27. Why Pitch? Investment Talent Awareness Partners Customers Retention Product Business Investment Education Opportunity Trust - Momentum - Story
  28. 28. Who to Pitch? Investors + Mentors + Advisors Co Founders Employees Prospective Team/Customers/Partners Partners (e.g distributors, financiers) Customers Retention Product Business Investment Education Opportunity Trust - Momentum - Story
  29. 29. What You know how <problem> What we do is <solution> In fact <differentiator; memorable; usp>
  30. 30. Where to Pitch? Elevator Board Room Peers Demo Day Public Anytime Retention Product Business Investment Education Opportunity Trust - Momentum - Story
  31. 31. When to Pitch? 30 Seconds 3 Minutes 30 Minutes 3 Hours Product Business Investment Education/Awareness Opportunity Trust - Momentum - Story
  32. 32. How Tell em. Clear voice. Passion. Focus (market, product, product, process, team/culture). Momentum. Story (on brand). Trust. Tell em.
  33. 33. 100% Of statistics are numbers
  34. 34. Pictures Help retention and positioning
  35. 35. “Well chosen quotes are useful” - From an expert
  36. 36. This is the most important takeaway that everyone has to remember.
  37. 37. Today Tell ‘em what you told ‘em Pitch Funnel New Tech Landscape - Disruptor or Server Shaping Your Startup - Personal vs. Process Nourishing - Getting real Ingredients - Meat and potatoes process Tips, Recap, Wrap Lots more resources - Google ‘Pete Cooper Slideshare’ - The Start Society search ‘ecosystem’ - @pc0 - @startsoc - Facebook - Join StartSoc - Client work in business technology strategy and Tech M&A: Cooper & Co.
  38. 38. Thanks! Contact us: Pete Cooper @pc0 The Start Society Founders helping founders @startsoc http://thestartsociety.com Cooper & Co Business Technology Strategy @cooperdotco http://cooper.co

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