Presentation from our open orientation for Batch 1 in Feb 2015. We discuss a couple early examples of one liners from the current batch of incubated companies, and then we get into general principles, content and formats for communicating a project. Our idea for this presentation was to try to get incubated companies on the same page at the beginning of our acceleration period. Given by Riley Maguire and Paola Rapetti.

1. @rilinho
@paorapetti
Communication
& Pitching

2. Simply Explain What You Do
For WhomWhat Value AFTERBEFORE
No “Pre” Information
Required
Leave No Questions
Raise Interest
Do Not Assume Your
Audience Goal: Ask

3. Simply Explain What You Do - Maido
Maido aplica innovación en Biotecnología
de alto impacto para estabilizar caminos
proporcionando: durabilidad, resistencia e
inocuidad.

4. Simply Explain What You Do - StrateDo
StrateDo genera estrategias de marketing
online para que cualquier persona sin
experiencia previa venta sus productos en
Internet con éxito.

5. Simply Explain What You Do - Merchandar
Personaliza e imprime increíbles
productos interactivos con realidad
aumentada.

6. Simply Explain What You Do - Glucare
Glucare combina técnicas de Inteligencia
Artificial y Telemedicina para mejorar la
calidad de vida de las personas con
diabetes.

7. General
Principles For Any Format

8. Build Confidence Over Time
Length of Your Pitch
LevelofConfidence

9. Make Sure You Are
● Explaining What You Do
○ Look Down, Not Up
○ Pass the Mom Test
● Transmitting Your Value
○ Allow the audience to visualize “Before / After”
● Questioning each word you use
○ Ask yourself “What does this word benefit”?
○ Always side with the user → Your business is for them

10. Avoid These at All Costs
● Hot Words
○ “Web 2.0”, “Big Data”, “Innovation”
● Purple Farts
○ “The Most Advanced”, “Next Generation”, “Dynamic”
○ “Easy to Use” → Not enough these days
● Being Too General
○ There are logical reasons for it - but they are dangerous
● Technical Details

11. Founder Vision
Traction
Market
Opportunity
The Problem
The Product /
Solution
Biz Model
The Team
Acquisition
Strategy
Competitive
Advantage
Milestones
Financials
The Ask

12. Formats You Will Use
● One Liner
● 30 Second Pitch
● 2 Minute Pitch
● Product One Pager
● Executive Summary
● 7 Minute Presentation
● Pitch Deck Long Story
Short Story
Middle Ground

13. Audiences You Will Touch
● For each audience, have an idea of
○ what is important
○ what is not important
● Each audience will have different priorities (for
example)
Clients
● The Product
● Advantage
Investors
● The Team
● Market
Opportunity
● The Product
● Traction
Press / Media
● Founder
Vision
● The Product
● Traction
● Competition
Partnerships
● Market
Opportunity
● Traction

14. Short Formats
One Liner
Product
(What Does it Do?)
30 Second Pitch
Product
(What Does it Do?)
Market
(What Opportunity?)
Traction
(Are People Using it?)
If you have users:
Mention # and Growth
Rate (%)
If you don’t yet have
users:
Mention how fast you are
moving
Try to make your own
argument for market size
based on your own
research, this is better for
two reasons:
- better market
understanding
- shows a willingness
to get dirty

15. Middle Ground
2 Minute Pitch
30 Second
Pitch
Advantage
(Why Your Product?)
Biz Model
(How To Make Money?)
Team
(Why This Team?)
Ask
(What Do You Want?)
What do you know that
others don’t? Mention the
secret sauce
Mention one business
model and state in
confidentally (everyone
knows it can change later)
How many founders?
Technical? Full Time? How
long working together?
Less Awards / Degrees
Know what you are
looking for:
i.e. If talking to investor:
Have a concrete idea of $
you are asking for
It’s easy to give a bad
impression if you don’t
know how to ask

16. Presentations
7 Minute Presentation / Deck
Overview / Team
Traction
Market
Opportunity
The Problem
The Product /
Solution
Acquisition
Strategy
Competitive
Advantage
Milestones
Financials
The Ask
Biz Model
How are you going to get clients?
This also needs to show you
know the market and can focus
accordingly. SEM / SEO will not
work

17. Practice, practice, practice
● Pitches are organic - they are always changing
● They are testable - you can try and measure new
things on new audiences (especially online)
● How you pitch (body language, energy) is just as
important as what you pitch. You should
immediately:
○ Start recording yourself
○ Practice on the street, at networking events, etc.
● “Demo Day” in 6 Months!

18. Thanks!
@rilinho
@paorapetti