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THE ART OF PITCHING VCS
Presentation designer Jan Schultink
CEO of Idea Transplant

New York, 5 April 2011                IDEATRANSPLANT
2




Once upon a time,
there was a pitch deck..
3


 Startup nation
                                                          Egypt


                                                   Gaza



                     P ch
              P ch             P ch     Tel Aviv
P ch                    P ch
       P ch
                                      My office




                                                                  Google
4




10,000 hours of
presentation
design
5




Senior sma
  person




 Big company strategy at McKinsey
6




 Make sure your
  PowerPoint
does not look like
  PowerPoint
IMAGES
BULLET POINTS
•!   By the time I have finished
•!   Reading out these bullets to you
•!   You read them already plus
•!   Managed to check all your
•!   Emails on your blackberry and
•!   Even sent a few responses
1. Letters
2. Words
3. Sentences
4. Meaning
5. <ENTER>     Short cut?
11




Emotional
shortcuts
12
13




iStockPhoto
14




iStockPhoto
15




iStockPhoto
16




Flickr CC
            Flickr/alexkess
Proportions
Ban clip art
Align and distribute
We have
momentum!
We have
momentum!
26




$1,352,455.62
27




~$1.3m
28



A poor data chart
29



A good data chart
30




Left blank on purpose
HYGIENE
32
33




Which company looks better?

Which company looks better?
34




Professional colors: Adobe Kuler
35




Slick does not always equal good




                             Flickr/airgap
36




Give your
  content
   space
            YOUR
            LOGO
            HERE
37




                       Unusually diverse McKinsey career
                       DIY retailing
                                                                                         Typ
                                                                                             i     1 sector
                       Grocery retailing                                                 3 y cal



Slide objects make
                                                                                            rs     limited variety
                       Pet food




                                                                        Strategy & M&A
                       Beer




                                                        Organization
                                           Operations
   the look and feel
                       Retail banking
                       Asset management                                                   A new project,
                                                                                          A new story
                       eCommerce
                       Industrial                                                         Sell-side M&A:
                                                                                          convince buyers
                       Logistics
                       Mobile payments                                   M
                                                                       10 e:
                                                                         yrs
STORIES
39




We will summarize item 1 to 4
We will present item 1
We will present item 2
We will present item 3
We will present item 4
We will summarize item 1 to 4
41




“For sale: baby shoes, never worn.”
42




Remembering
an apple tree
Remembering
the way home
43
!"#$
45




Think product
   placement
inside a story
46




Going analogue
47




Listen to
yourself
48




Mind mapping


Going analogue


 iToughtsHD
CONTENT
51




Other inputs




           The deck
52



             “Head”
            convinced

  “Gut”
convinced
You
(& the slide deck)
54




Convince me that
  people will buy

Convince me that
     you can sell
55



Traffic is going through the roof!
56




 We have no
competitors!
57




Eh… and still
    I believe
 I am right…
58




10 second conference chat
 7 minute start up competition
15 minute coffee chat
30 minute partner meeting
    5 hour due diligence workshop
59




The 10 second version
60
The
                  61




      Pain
      Solution
      Big
      Profitable
      Team
62




Our solution solves a huge
problem in an immense
market, enabling our amazing
team to make a gigantic profit.
The curse of knowledge
Tap a tune
    in your head


tap tap tapper de tap tap tap tap tapper de tap tap tap
tap tap tapper de tap tap tap tap tapper de tap tap tap
66




   Our solution solves a huge
   problem in an immense
   market, enabling our amazing
   team to make a gigantic profit.
tap tap tapper de tap tap tap tap tapper de tap tap tap
67




     “Our mission is to continue to
        efficiently facilitate diverse
     methods of empowerment and
        professionally disseminate
   performance-based deliverables
    to meet our customer’s needs”



tap tap tapper de tap tap tap tap tapper de tap tap tap
68




The 30 minute version
69




TED
20 minutes is enough
70




Don’t preach to the converted
71




“Frankensteining”
72




Pick up the
    signals
The
                         73




      Pain
      Solution
      Big
      Profitable
      Team he l ks 21”
             “S
74




The elephant
 in the room
75




The mind of
the investor
76




What are you doing?
77




blah blah blah blah
What are you doing?
blah blah blah blah
78




OK, I am
listening
79




BOX   BOX   BOX

  BOX   BOX   BOX
80




Pitch the problem, not the solution
81




“Lottery tickets will go mobile”
82




Visualize the problem
                        Flickr/Paul & Jill
83




  Maintain
momentum
84




Careful with
the demo
85




 “Our CTO is almost
done fixing this small
       bug”
86




“If you can't explain it to a 6 year old,
  you don't understand it yourself.”
87




 Year 1        Year 5
 BURN          DREAM
Very precise   Ball park
 $2,345.2k      ~$50m
88




Why $50m?
89




5% of $1bn (add IDC quote)
90




                                      This
                                     number
                         This
                        number   X
            This                      This
           number   X                number
                         This
$50m   X                number
            This
           number
91




What would you have to believe?
92




  Future upside

A bit harder to get

   Easy to get
93




Consistency
94




    Rip
   Strip
Reequip
95




Fast   Sweet spot   Effective
96




            Competitor 1 Competitor 2   Us!

Criterion

Criterion

Criterion

Criterion

Criterion

Criterion
97




Complementary team
98




The 15 minute version
WEBINARS
10

1                                      0




    Get the technology set up right
10

1                                        1




    Page reference for fast switching
10

1                            2




    Avoid 5 second charts
10

1                                 4




    Explain why you are silent
LEARN
10
                                      8




Meeting notes in the public domain




   Mark Suster       Fred Wilson
ONE MORE THING
11
             0




Practice,
practice,
practice
!"#$
11
                                    3




What slide stays on the longest?
11
 4
IDEATRANSPLANT.COM

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