Hello.
Firstly…Apologies for the silly pictures!(…they tend to be memorable)Some of the principles I’ll chat aboutcan be applied ...
WHO am I ?@renemorency	  
A student. . .1999 - 2002
Graphic Designer2003 - 2007
Founded Browser2008 - onwards
Here to talk about…The business side of designBehind	  the	  heart	  of	  every	  great	  design	  agency,	  lies	  a	  gr...
WHOARE wewww.browserlondon.com	  
4 years oldLots of long hard work (… on ironing boards)
Quite a fewCrazy but excellent office parties
Along the wayWe met lots of new friends(business & social)
We’re a digital agencyStrategyInnovationDesign/build UX UITechnical development
12 person team, and growingBusinessdevelopmentCreativeTechnicalFinance
WHydigital
Why digitalIt’s fast paced, exciting, freshand always moving forward
Why digitalCreation and innovation arealways at the forefrontProjection mapping Shoreditchhttp://tiny.cc/0upmnw
Why digitalIt’s a buoyant market atthe moment, and it’scontinuing to grow
Pitching &Qualification
Pitch process (in a nut shell)1. Receive brief and qualify  2. Internal meeting, research & concept creation        3. Cra...
First, ask yourself…Does	  it	  fit	  with	  our	  Strategic	  objec3ves?	  Will	  it	  help	  us	  get	  to	  where	  we	 ...
The Pitchingrules
When not pitchIf the brief doesn’t fitwith your specialtyEg.	  Will	  pitching	  for	  an	  ad	  campaign	  benefit	  you	 ...
When not pitchWhen the client won’tmeet you face to faceBusiness	  is	  built	  on	  rela>onships,	  get	  a	  feeling	  f...
When not pitchIf	  you’re	  too	  busy	  and	  don’t	  have	  the	  resource	  available	  	  (always	  aim	  to	  put	  i...
When not pitchIf	  you	  don’t	  fit	  into	  their	  criteria	  	  	  (eg.	  An	  integrated	  agency	  required)	  	  
When not pitchIf	  the	  budget	  is	  undisclosed	  It	  could	  be	  £1	  or	  £100,000	  
When not pitchIf	  you	  don’t	  understand	  the	  Need	  behind	  the	  project	  If	  it	  ain’t	  broke	  .	  .	  .	  
When not pitchIf	  you	  don’t	  know	  the	  basis	  for	  selec3on,	  is	  it	  cost,	  quality,	  technology?	  
When not pitchIf	  their	  expecta3ons	  are	  unaDainable/unrealis3c	  Example:	  re-­‐build	  ebay	  
When not pitchHow	  much	  will	  it	  cost	  us	  to	  pitch	  	  (ie:	  does	  the	  risk	  jus3fy	  the	  reward?)	  	 ...
When not pitchAnd	  lastly.	  .	  .	  Only	  go	  for	  projects	  you	  know	  you	  stand	  a	  very	  good	  chance	  o...
BeforeA pitch
Before a pitchResearch!	  Research!	  Research!	  
Before a pitchWhat’s	  the	  company	  background,	  are	  they	  who	  they	  say	  they	  are	  Check	  background	  inf...
Before a pitchFind out who you’re pitching to(ie: Finance director or marketing director)It’s best to prepare yourselffor ...
Before a pitchHow	  long	  have	  they	  been	  with	  the	  company/who	  have	  they	  worked	  with	  before?	  Each an...
Before a pitchWho	  else	  is	  pitching?	  	  What	  are	  their	  strengths	  and	  weaknesses?	  
Before a pitchWhat	  does	  the	  pitch	  criteria	  consist	  of?	  	  why	  were	  we	  asked	  to	  pitch?	  
Before a pitchMost	  importantly	  keep	  in	  touch	  with	  everyone	  .	  .	  .	  Become	  friends!	  	  You	  never	  ...
Fine tuningthe pitch
Who do they want to see?Creative / technical team
What’s important to them?Visuals, team structure,financial stability
The proposal, who’sbest to present it?
The value ofYour knowledge
Listen to what they want -But explain what they need
We’re the experts, let themknow our insider infoThe	  next	  big	  thing	  is…	          	  	                             ...
We’re the experts, let themknow our insider infoExample:	  Flash	  is	  on	  it’s	  way	  out	  Example:	  hSp://>ny.cc/sy...
Don’t just present,Put on A show!
Presenting a pitchPeople buy into people(get the right people involved on the pitch)Example:	  hSp://>ny.cc/kk4unw	  
Presenting a pitchShow your credibility andexamples of similar projects
Presenting a pitchTry to proactively deal withobjection and weaknesses(ie: responsive Vs web app)See:	  http://tiny.cc/hty...
Presenting a pitchExplain how to maximise ROI,scalability and supportConfidence	  is	  assurance!
Presenting a pitchInvolve everyone in the roomRemember – we’re designingfor humans!Capture	  the	  imagina>on!
FollowingUp the pitch
Following up the pitchCall	   hem!Call tthem!Keep in touch, it’s alwaysgood to talk
Following up the pitchTie up any loose endsUnanswered questions,clarification points,any additional info
about 2 weeksAfter the pitch…
We get a call telling uswe’ve won :)All of the qualificationand hard work paid off!
Or we’ve lost :(If so, we ask why welost, and we learn fromour mistakes
If that’s the case,then quite often . . .It’s budget relatedIt’s a very competitive market
Or. . .We didn’t qualify theproject correctly and madea mistake in the pitch direction
Or. . .It’s something else…(e.g. our dress sense!)
Suggestedresources
Books‘Design is a job’ISBN 10: 0-13-285836-3‘Pitching to win’ISBN 10: 190573624X‘Paul Arden series’ISBN 10: 0714843377
Links and blogswww.gov.uk/designprincipleswww.smashingmagazine.comwww.browserlondon.com/blog
Twitter@browserlondon     @netmag      @elliotjaystocks  @dbushell      @SmashingMag       @verge
Keep intouch    @renemorencyin	   Search ‘rene morency’    /browserlondon
Southampton Graphic & Web design course 'Pitching & Qualification' presentation
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Southampton Graphic & Web design course 'Pitching & Qualification' presentation

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13th November 2012: Slides to accompany a presentation to university students in Southampton. The presentation focuses on the 'Pitching & Qualification' process. By @renemorency

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Southampton Graphic & Web design course 'Pitching & Qualification' presentation

  1. 1. Hello.
  2. 2. Firstly…Apologies for the silly pictures!(…they tend to be memorable)Some of the principles I’ll chat aboutcan be applied when looking for a jobDoes everyone know what a ‘pitch’ is?
  3. 3. WHO am I ?@renemorency  
  4. 4. A student. . .1999 - 2002
  5. 5. Graphic Designer2003 - 2007
  6. 6. Founded Browser2008 - onwards
  7. 7. Here to talk about…The business side of designBehind  the  heart  of  every  great  design  agency,  lies  a  great  business  mind  
  8. 8. WHOARE wewww.browserlondon.com  
  9. 9. 4 years oldLots of long hard work (… on ironing boards)
  10. 10. Quite a fewCrazy but excellent office parties
  11. 11. Along the wayWe met lots of new friends(business & social)
  12. 12. We’re a digital agencyStrategyInnovationDesign/build UX UITechnical development
  13. 13. 12 person team, and growingBusinessdevelopmentCreativeTechnicalFinance
  14. 14. WHydigital
  15. 15. Why digitalIt’s fast paced, exciting, freshand always moving forward
  16. 16. Why digitalCreation and innovation arealways at the forefrontProjection mapping Shoreditchhttp://tiny.cc/0upmnw
  17. 17. Why digitalIt’s a buoyant market atthe moment, and it’scontinuing to grow
  18. 18. Pitching &Qualification
  19. 19. Pitch process (in a nut shell)1. Receive brief and qualify 2. Internal meeting, research & concept creation 3. Craft the pitch and proposal document Does everyone know what pitching is? 4. Choose team to present presentDoes everyone know what pitching is?pitch 5. Present
  20. 20. First, ask yourself…Does  it  fit  with  our  Strategic  objec3ves?  Will  it  help  us  get  to  where  we  want  to  be?  Remember  your  mountain  
  21. 21. The Pitchingrules
  22. 22. When not pitchIf the brief doesn’t fitwith your specialtyEg.  Will  pitching  for  an  ad  campaign  benefit  you  or  the  client?  
  23. 23. When not pitchWhen the client won’tmeet you face to faceBusiness  is  built  on  rela>onships,  get  a  feeling  for  their  needs  
  24. 24. When not pitchIf  you’re  too  busy  and  don’t  have  the  resource  available    (always  aim  to  put  in  100%)  
  25. 25. When not pitchIf  you  don’t  fit  into  their  criteria      (eg.  An  integrated  agency  required)    
  26. 26. When not pitchIf  the  budget  is  undisclosed  It  could  be  £1  or  £100,000  
  27. 27. When not pitchIf  you  don’t  understand  the  Need  behind  the  project  If  it  ain’t  broke  .  .  .  
  28. 28. When not pitchIf  you  don’t  know  the  basis  for  selec3on,  is  it  cost,  quality,  technology?  
  29. 29. When not pitchIf  their  expecta3ons  are  unaDainable/unrealis3c  Example:  re-­‐build  ebay  
  30. 30. When not pitchHow  much  will  it  cost  us  to  pitch    (ie:  does  the  risk  jus3fy  the  reward?)    Average  cost  per  pitch?  
  31. 31. When not pitchAnd  lastly.  .  .  Only  go  for  projects  you  know  you  stand  a  very  good  chance  of  winning  
  32. 32. BeforeA pitch
  33. 33. Before a pitchResearch!  Research!  Research!  
  34. 34. Before a pitchWhat’s  the  company  background,  are  they  who  they  say  they  are  Check  background  info    
  35. 35. Before a pitchFind out who you’re pitching to(ie: Finance director or marketing director)It’s best to prepare yourselffor specific questions
  36. 36. Before a pitchHow  long  have  they  been  with  the  company/who  have  they  worked  with  before?  Each and every personhave their own objectives
  37. 37. Before a pitchWho  else  is  pitching?    What  are  their  strengths  and  weaknesses?  
  38. 38. Before a pitchWhat  does  the  pitch  criteria  consist  of?    why  were  we  asked  to  pitch?  
  39. 39. Before a pitchMost  importantly  keep  in  touch  with  everyone  .  .  .  Become  friends!    You  never  know  where  their  next  job  will  be  -­‐  and  what  doors  could  open  
  40. 40. Fine tuningthe pitch
  41. 41. Who do they want to see?Creative / technical team
  42. 42. What’s important to them?Visuals, team structure,financial stability
  43. 43. The proposal, who’sbest to present it?
  44. 44. The value ofYour knowledge
  45. 45. Listen to what they want -But explain what they need
  46. 46. We’re the experts, let themknow our insider infoThe  next  big  thing  is…              Example:  hSp://>ny.cc/qv3unw  
  47. 47. We’re the experts, let themknow our insider infoExample:  Flash  is  on  it’s  way  out  Example:  hSp://>ny.cc/sy3unw  
  48. 48. Don’t just present,Put on A show!
  49. 49. Presenting a pitchPeople buy into people(get the right people involved on the pitch)Example:  hSp://>ny.cc/kk4unw  
  50. 50. Presenting a pitchShow your credibility andexamples of similar projects
  51. 51. Presenting a pitchTry to proactively deal withobjection and weaknesses(ie: responsive Vs web app)See:  http://tiny.cc/htymmw  
  52. 52. Presenting a pitchExplain how to maximise ROI,scalability and supportConfidence  is  assurance!
  53. 53. Presenting a pitchInvolve everyone in the roomRemember – we’re designingfor humans!Capture  the  imagina>on!
  54. 54. FollowingUp the pitch
  55. 55. Following up the pitchCall   hem!Call tthem!Keep in touch, it’s alwaysgood to talk
  56. 56. Following up the pitchTie up any loose endsUnanswered questions,clarification points,any additional info
  57. 57. about 2 weeksAfter the pitch…
  58. 58. We get a call telling uswe’ve won :)All of the qualificationand hard work paid off!
  59. 59. Or we’ve lost :(If so, we ask why welost, and we learn fromour mistakes
  60. 60. If that’s the case,then quite often . . .It’s budget relatedIt’s a very competitive market
  61. 61. Or. . .We didn’t qualify theproject correctly and madea mistake in the pitch direction
  62. 62. Or. . .It’s something else…(e.g. our dress sense!)
  63. 63. Suggestedresources
  64. 64. Books‘Design is a job’ISBN 10: 0-13-285836-3‘Pitching to win’ISBN 10: 190573624X‘Paul Arden series’ISBN 10: 0714843377
  65. 65. Links and blogswww.gov.uk/designprincipleswww.smashingmagazine.comwww.browserlondon.com/blog
  66. 66. Twitter@browserlondon @netmag @elliotjaystocks @dbushell @SmashingMag @verge
  67. 67. Keep intouch @renemorencyin   Search ‘rene morency’ /browserlondon

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