16. Comunícate para vender las ideas en otros mercados - Pablo Caño
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Semana de Internacionalización, Alicante Comunícate para vender las ideas en otros mercados Ponente: Pablo Caño Sterck Fecha: 29 de abril de 2015 @AlicanteGlobal
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16. Comunícate para vender las ideas en otros mercados - Pablo Caño
- 1. This is here so you don’t know what is next
- 2. wondercaps
- 4. PáginaPJC Sterck 4 COMUNÍCATE PARA VENDER LAS IDEAS EN OTROS MERCADOS Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 5. PáginaPJC Sterck 5 COMUNiCATE, PARA VENDER LAS IDEAS EN OTROS MERCADOS Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 6. PáginaPJC Sterck 6 “COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS MERCADOS Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 7. PáginaPJC Sterck 7 “COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS MERCADOS Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 8. PáginaPJC Sterck 8 COMUNiCATE IDEAS with applied common sense. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 10. PáginaPJC Sterck 10 The objective of an elevator pitch is to create enough interest and intrigue so as to earn the opportunity to present your whole idea. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 11. PáginaPJC Sterck 11 COMMUNICATION IN FOREIGN LANGUAGES As defined in the Recommendation of the European Parliament and of the Council of 18 December 2006 on Key Competences for Lifelong Learning (2006/962/EC): Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 12. PáginaPJC Sterck 12 Definition: Communication in foreign languages broadly shares the main skill dimensions of communication in the mother tongue: it is based on the ability to understand, express and interpret concepts, thoughts, feelings, facts and opinions in both oral and written form (listening, speaking, reading and writing) in an appropriate range of societal and cultural contexts (in education and training, work, home and leisure)… Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 13. PáginaPJC Sterck 13 Essential knowledge, skills and attitudes related to this competence: Competence in foreign languages requires knowledge of vocabulary and functional grammar and an awareness of the main types of verbal interaction and registers of language. Knowledge of societal conventions, and the cultural aspect and variability of languages is important. Essential skills for communication in foreign languages consist of the ability to understand spoken messages, to initiate, sustain and conclude conversations and to read, understand and produce texts appropriate to the individual’s needs. Individuals should also be able to use aids appropriately, and learn languages also informally as part of lifelong learning. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la as
- 14. PáginaPJC Sterck 14 A positive attitude involves the appreciation of cultural diversity, and an interest and curiosity in languages and intercultural communication. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la as
- 16. 2.- KISS x 9V
- 18. PJC Sterck Pablo Caño Sterck Teléfono: 902 023 101 | e-mail: pcano@aprendelo.com
- 19. 3.- No leas un guión. x 9V
- 21. PJC Sterck página slides 10 slides in a pitch deck minutes No more than 20 minutes points No text smaller than 30 points S { V 21 Guy Kawasaki 10, 20, 30 Rule 10 20 30 Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 22. PJC Sterck página 22 Pitch Deck 1.- The Problem •Grade your audience’s handicap on the theme. •Make sure everybody understands and feels the problem. •Use the right analogies and metafores. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 23. PJC Sterck página 23 Pitch Deck 2.- Your Solution •Even if it might look amazing, nobody has come up with a solution to this problem. But there is one! •Explain your solution in words anybody can understand. •It must be a heroic rescue of our audience from the deep dark problem you have made them encounter. •Here it comes, present a demo, a picture, a video or a fiscal object. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 24. PJC Sterck página 24 Pitch Deck 3.- Business Model •Is it viable? • Use numbers carefully, representing is more important than presenting. •Size the problem (Market) •Size the solution (potential) •Identify the income (price) Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 25. PJC Sterck página 25 Pitch Deck 4.- Underlying Magic - Technology •Talk through the virtues of your solution and make sure everybody can understand. •Enfasise the aspects that make your the best solution. •The magic that makes it work, be feasible, reliable and scalable. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 26. PJC Sterck página 26 Pitch Deck 5.- Marketing & Sales •La pericia a la hora de crear un plan de implementación de nuestra solución es tan importante o más que la solución en sí. •Hay que cuantificar el coste, el tiempo y el efecto deseado en la comunicación de este producto o servicio: “cost to market”. •Asegúrate de expresar que el plan de marketing va acorde a la financiación y crecimiento en ventas estimadas. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 27. PJC Sterck página 27 Pitch Deck 6.- Competitors • The solution is not that unique. • Identify your competitors. • Why compete? • What is your Unique Selling Point? Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 28. PJC Sterck página 28 Pitch Deck 7.- The Team •Who makes this possible? •Identify the members of the team that are present (We all feel more confortable with people we have once seen). •Tell their story, their previous achievements and demonstrate how proud you are to have them on your team. •investors are more interested in talent than they are in ideas. for most savvy investors the team is the decision maker. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 29. PJC Sterck página 29 Pitch Deck 8.- Projections and milestones •“Hockey Stick” •What are the main goals on your timeline? Break even, market acquisition, prototype? Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 30. PJC Sterck página 30 Pitch Deck 9.- Status and timeline •What has already been achieved •Be realistic, these are the commitments you will be asked to achieve! Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 31. PJC Sterck página 31 Pitch Deck 10.- Summary and Call to Action •Remind the audience of the problem, the solution and the opportunity you are offering them •What is the next thing they must do? Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 37. PJC Sterck Pablo Caño Sterck Teléfono: 902 023 101 | e-mail: pcano@aprendelo.com Elevator pitch
- 38. 7.- cuenta tu historia en su contexto x 9V
- 44. PJC Sterck página Burgers made from rat meat Explosive silicone implants I’ve seen the King, he’s alive! Chinese people don’t die, they are fed as sweet and sour pork... 44 Urban legends Viral stories you want to tell Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 45. PJC Sterck página 321 Three act structure, setup, confrontation and resolution. AudienceCharacters: protagonist and antagonist. 45 How to tell a story Elements in a story Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 46. PJC Sterck página Summary of main points, emphasizing the most important points. Telling a story based on a personal experience, narrative or anecdote to reinforce any idea impressively. The action resource. (motivate the audience to act). Look for emotional impact. 46 Telling your story Outcome Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 50. 8.- Practica hasta que tu pareja… x
- 56. PJC Sterck página Likabile Trustworthynes Great product or service 56 Be Passionate Guy Kawasaki Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 57. 11.- Se la mejor versión posible de ti mismo! x 9V
- 58. 11.- Se la versión más apasionada de ti mismo! x 9V
- 59. Questions R %
- 60. Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la i [ 60 Tips Sell “El propósito de tu pitch es vender, no enseñar. Tu trabajo es entusiasmar, no educar”. – Bill Reichert, Garage Technology Ventures Don’t extend it more than strictly necessary Mantén tu pitch corto, fácil de entender y con algo que enganche. Un high-concept pitch efectivo o datos estadísticos extraordinarios sobre tu negocio.
- 61. Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la ! ! 61 Tips Conect Es imprescindible que conectes emocionalmente con tu audiencia, que la conmuevas. La gente no sólo actúa apoyándose en información y estadísticas sino impulsada por sus emociones. Inspire Sé apasionado: Si no parece que tú estás emocionado con el proyecto, nadie lo estará. No tengas miedo de mostrar tu entusiasmo.
- 64. PJC Sterck página 64 Guy Kawasaki extraordinary product Stupid Ability to offer something unique .com Price X Perceived Value Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 66. PJC Sterck página “This nation should commit itself to achieving the goal, before the decade is out, of landing a man on the moon and returning him safely to the earth.” John F. Kennedy 66 Great ideas can be told in a single frase. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 67. PJC Sterck página Protagonist or hero The hero in your story might be your idea, the solution to the problem you have presented, could be your brand, your team or even your technology. Antagonist or vilan Could be characterised as the problem that we are going to resolve or the solution that was being used until now, could be the reason why your idea is so necessary. LUke Independent Press Jessica SMITH New Times Magazine 67 Telling your story Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 68. PJC Sterck página 15% Personal presentation, title, main objective, scope. 70% Exposure development. We use graphs, diagrams and images. 15% Summary, conclusions, call to action, questions (Q & A). IntroducTION PLOT OUTCOME 68 Three scene structure Telling your story Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 69. Be passionate We are all atracted by passionate people, people who transmit energy. K # IV
- 70. Your Audience You might know who they are but, do you know what moves them? b III
- 71. PJC Sterck página Objectives The objective is to crear sufficient interest so as to want to explore our business plan in greater depth, the final reward will be investment or resources. Values Intrigue, ROI potential, potential to change the world. 71 Audience Investors Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 72. PJC Sterck página 72 Audience Investors: Tips 1.Make them feel the pain 2.They must believe in the solution 3.Prove that you can do it better than anybody else 4.Demonstrate that you understand the risk for the investor 5.Don’t get into too much detail when talking numbers, if they are interested, they will ask. Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 73. PJC Sterck página 73 Audience Investor Questions 1.What is your business about? 2.Which are the barriers to entry for competitors? 3.Who are the large companies in your sector and why don’t they do this? 4.What do you need the money for? 5.When will the money run out, break even or before? 6.Have you got clients? Have you spoken to potentials? 7.What is your marketing strategy? 8.What are the nuts and bolts (eg. programming language)? 9.How well does your business scale? 10.Who is your team, what is your background? Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 74. PJC Sterck página Objectives The main objective might be a sale, create an individual relashionship with a member in the audience, achieve permission or a subscription for a future contact (Permission marketing). Values Intrigue, commitment, satisfaction. 74 Audience Clients Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 75. PJC Sterck página 75 Audience clients Seth Godin: Tribe Theory Innovators Early adopters Early & late majority Laggards Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 76. PJC Sterck página Objectives The objective is to motivate through leadership. VALUES Pride, belonging, personal achievement. 76 Audience Staff Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 77. PJC Sterck página 77 Audience Needs Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 78. PJC Sterck página 78 Steps in persuasion Collin Theriot Possibility Potential Demonstration Pursuit Pleasure Converse Novice Passion Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 79. PJC Sterck página 79 Audience Who needs what? Investors & partners Equity ROI Clients Sales Satisfaction Converse Staff Leadership Pride Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 80. PJC Sterck página 80 Audience Evangelists Converts are those who have interacted for being investors, partners, suppliers, customers or employees who are not only convinced by our presentation but also will echo it. These are our most valuable allies, our: Evangelists Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
- 81. Pitch Deck: Powerpoint The tool we use to emphasise our presentation, on which we support our speech and with which we demonstrate what we are saying. x 9V