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1
The Art
          of
       Pitching



               Bill Joos
 Go To Market Consulting
bill @ go to market consulting .com
          +1 650 799-5980

  bill joos blog.com
     © 2005 Garage Technology Ventures and Bill Joos


                                                       2
The Art
   of                                                 Two Parts . . .
Pitching

                Content                                          Delivery
  1:            2:            3: Players,   4:
  Title         Company          Problem    Pain
                                 & Pain     Killer

 5:             6:            7:            8:
 Technologies   Competition   Biz Model     Go to
                                            Market

  9:            10:           11:           12:
  Metrics &     Team          Timelines &   Why Us?
  Money                       Status




          What                                                 How
          95%                                                   5%          Go To Market Consulting

                                                                                                 3
The Art
   of                                                 Two Parts . . .
Pitching

                Content                                          Delivery
  1:            2:            3: Players,   4:
  Title         Company          Problem    Pain
                                 & Pain     Killer

 5:             6:            7:            8:
 Technologies   Competition   Biz Model     Go to
                                            Market

  9:            10:           11:           12:
  Metrics &     Team          Timelines &   Why Us?
  Money                       Status




          What                                                 How
          50%                                                  50%          Go To Market Consulting

                                                                                                 4
The Art
   of                                                 Two Parts . . .
Pitching

                Content
  1:            2:            3: Players,   4:
  Title         Company          Problem    Pain
                                 & Pain     Killer

 5:             6:            7:            8:
 Technologies   Competition   Biz Model     Go to
                                            Market

  9:            10:           11:           12:
  Metrics &     Team          Timelines &   Why Us?
  Money                       Status




          What
          50%                                                           Go To Market Consulting

                                                                                             5
The Art
   of         Analytical Mind of Investors
Pitching


           SWOT

 Strength        Weakness

                    -
  +
Opportunity       Threat

                    -
  +
                                             Go To Market Consulting

                                                                  6
The Art
   of
Pitching




1    Begin with
     “The End”


                  Allow for pitch decay

                                Go To Market Consulting

                                                     7
The Art
   of      Pitch Decay
Pitching




                         Go To Market Consulting

                                              8
The Art
   of          Pitch Decay
Pitching




           50% left after
           just one hour




                             Go To Market Consulting

                                                  9
The Art
   of          Pitch Decay
Pitching




           20% left after
           just one day


                             Go To Market Consulting

                                                 10
The Art
   of             Pitch Decay
Pitching




           Only 10% left after
            just one week

                                 Go To Market Consulting

                                                     11
The Art
   of       What’s the 10% that Matters?
Pitching

 • If you just remember three things today:
    –   1. Big point one
    –   2. Big point two
    –   3. Big point three




                                              Go To Market Consulting

                                                                  12
The Art
           Build Your “Why Us?”
   of
            Summary Slide First
Pitching




     Begin with
     “The End”

                              12: Why Us?

                                  Here is why you
                                  should invest in
                                         us
                                        Go To Market Consulting

                                                            13
The Art
   of
Pitching




2          Be brief

           …but it is much harder to do



                                          Go To Market Consulting

                                                              14
The Art
   of        Mark Twain Said It Best:
Pitching


“I didn’t have time
to write you a short
letter, so I wrote
you a long one.”

   Elevator Pitch
   Overview
     Presentation           Samuel Clemens,
                            a.k.a. Mark Twain
                                        Go To Market Consulting

                                                            15
The Art
   of         KISS: Keep It Simple Stupid
Pitching

Our technology is the first integrated and automatic
Book Scanner that will scan and digitize bound
documents at speeds of 1,200 pages per hour and at a
fraction of the cost of existing products, based on a
disruptive digital imaging technology initially developed
at Xerox PARC and protected by 5 granted patents and
one pending.




                                                   Go To Market Consulting

                                                                       16
The Art
   of          KISS: Keep It Simple Stupid
Pitching

Our technology is the first integrated and automatic
Book Scanner that will scan and digitize bound
documents at speeds of 1,200 pages sgdb xfeo desd if
xwfe n sqnd sjdivqo sjd efk nje epldi dfjf wq nvedo
jful nvby jfwin fjel bwlo fjmo jims dhf this guy is boring
me to death dhew bgfp fths jswi beejh ex d sadjdm gd
dm ndgfclms.


     We capture the future of knowledge.


                                                     Go To Market Consulting

                                                                         17
The Art
   of               Kill “Geek Speak”
Pitching

Utilizing the 2048-bit Diffie-Hellman key exchange and
168-bit, triple-DES, we provide intrusion protection for
digital voice, fax and wireless communications.




   We safeguard your communications.


                                                   Go To Market Consulting

                                                                       18
The Art
                                     “Wait a
   of
Pitching
                                      Tell m



3
                      “Bait the Hook”

           Bait the
            hook



                                       Your
                                   Go To Market Consulting


                      Get ‘em Interested               19
The Art
                                         Elevator Pitch:
         of
                                        Where Does It Fit? ...
                                               “Wait a minute
      Pitching
                                                          Tell me more!”


                                    tch               tch
         Where Does Your Elevator iPitch Belong?Where Does Your Elevator Pitch Belong?
                                                    Pi
                                  P
                                r                 r
                              to                to
                             a                 a
                           ev                ev
                         El                El
            “Wait a minute…                            “Wait a minute…
                  Tell me more!”                                Tell me more!”
“Bait the Hook”                         “Feed the Fish” Hook”
                                                 “Bait the                             “Feed the Fish”




                                                                                 “Reel ‘em in”
“Bait the hook”
                                                                 Your elevator pitch
                  Your elevator pitch
     Get ‘em                              Close ‘em ‘em Interested
                                                 Get                                     Close ‘em
 Get ‘em Interested
                                                                                  Close ‘em
   interested
                                                                                         Go To Market Consulting

                                                                                                             20
The Art
                                         Elevator Pitch:
         of
                                        Where Does It Fit?
      Pitching
                                                                            n
                                                                          io
                                                            y            t
                                     nt                    r
                                                   n                   ta
                                                 io ma                               II
                                   e                                            I
                                               at m                  n
                                                                   e
                                m                                                  e
                                                                             e
                              te itch ent Su               an Pres enc enc et
                                                         Pl Your ig
                             aP
                           St             es v Where Does d Elevator Pitch Belong?   e
         Where DoeseYour Elevatorr Pitch Belong?e
                                                                              ilig Sh
                                                      ss ile
                         n to l Pr ti                               il
                 Lin sio va ia                       e            D eD m
                                            cu sin eta          e
                     s le
              g                     t
                                 ni Exe Bu “Wait a minute… Du Ter
             a aMi E                                          Du
            T“Wait minute…      I                      D
                  Tell me more!”                                Tell me more!”
“Bait the Hook”                         “Feed the Fish” Hook”
                                                 “Bait the                             “Feed the Fish”




                                                                                 “Reel ‘em in”
“Bait the hook”
                                                                 Your elevator pitch
                  Your elevator pitch
     Get ‘em                              Close ‘em ‘em Interested
                                                 Get                                     Close ‘em
 Get ‘em Interested
                                                                                  Close ‘em
   interested
                                                                                         Go To Market Consulting

                                                                                                             21
The Art
   of           Simple Elevator Pitch
Pitching

    Call to Action?



           Why you?



           Why now?


       What / Who
                                        Go To Market Consulting

                                                            22
The Art
     of          Advanced Elevator Pitch
  Pitching


       Call to Action?
   Mission Statement
Unique Differentiators
    So What? Benefits
     What? (50,000’)
  Market Opportunity
     Burning Problem
             Tag Line
                                           Go To Market Consulting

                                                               23
The Art
   of
Pitching




4          Get high and stay high




                                Go To Market Consulting

                                                    24
The Art
   of      Molly
Pitching




                   Go To Market Consulting

                                       25
The Art
   of      Get High and Stay High
Pitching


   What?
                         So What?
                         Benefits



     How


                                    Go To Market Consulting

                                                        26
The Art
   of       Focus on Customer Benefits
Pitching

 • Technical benefits
    – Seamless integration
    – Scalable, adaptable and secure
    – Improves network performance

 • Business benefits
    – Increases revenue streams
    – Reduces risk
    – Cuts costs by 30%




                                         Go To Market Consulting

                                                             27
The Art
   of
Pitching




5          Obey the 12/20 rule

           …about a dozen slides
            in twenty minutes


                                   Go To Market Consulting

                                                       28
The Art
         of             Use About a Dozen Slides!
      Pitching
1: Title             2: Company            3: Players, Problem      4: Pain Killer
                                             & Pain                    (i.e. Solution)
  Title; speaker         Company            Market definition;           Our value
 intro & contact        overview; w/          (get problem &         proposition; “so
  info; kick-off      elevator pitch or        pain buy-in);         what” benefits;
      tag line          mission stmt            market size               ROI logic
5: Technologies      6: Competition        7: Biz Model             8: Go to Market
                     Who else is doing
  Our “magic”;                              Here’s how we’ll        Our marketing
                     this? (Don’t forget
   intellectual                              make money                 plans &
                     status quo & home
    property                                                        leverage points
                           grown)

9: Metrics & Money   10: Team              11: Timelines & Status   12: Why Us?
 Success metrics      Here’s who will        To date (on            Here is why you
  (biz drivers) &      be responsible       OPM); next “x”          should invest in
 revenue/margin       for our success;      months; use of                 us
    projections       maybe BoD too           proceeds
                                                                             Go To Market Consulting

                                                                                                 29
The Art
         of             Use About a Dozen Slides!
      Pitching
1: Title             2: Company            3: Players, Problem      4: Pain Killer
                                             & Pain                    (i.e. Solution)
  Title; speaker         Company            Market definition;           Our value
 intro & contact        overview; w/          (get problem &         proposition; “so
  info; kick-off      elevator pitch or        pain buy-in);         what” benefits;
      tag line          mission stmt            market size               ROI logic
5: Technologies      6: Competition        7: Biz Model             8: Go to Market
                     Who else is doing
  Our “magic”;                              Here’s how we’ll        Our marketing
                     this? (Don’t forget
   intellectual                              make money                 plans &
                     status quo & home
    property                                                        leverage points
                           grown)

9: Metrics & Money   10: Team              11: Timelines & Status   12: Why Us?
 Success metrics      Here’s who will        To date (on            Here is why you
  (biz drivers) &      be responsible       OPM); next “x”          should invest in
 revenue/margin       for our success;      months; use of                 us
    projections       maybe BoD too           proceeds
                                                                             Go To Market Consulting

                                                                                                 30
The Art
   of      Two Parts . . .
Pitching

                      Delivery




                    How
                    50%          Go To Market Consulting

                                                     31
The Art
   of
Pitching




6          Change people’s pulse
               audience
           A
               bond
           B
               communicate
           C                 Go To Market Consulting

                                                 32
The Art
                  Ask Relevant Questions
   of
            The answers will tell you what to stress!
Pitching

 • What are the three
   most important things
   I could tell you about
   my company today?

 • What attracted you
   to my business
   plan?



                                Do research up-front

                                               Go To Market Consulting

                                                                   33
The Art
                   Ask Relevant Questions
   of
                   How will the VC help you?
Pitching

 • Tell me about your
   last investment?

 • What was the last
   partnership you struck
   for one of your
   portfolio companies?

 • How will you help
   accelerate our
   success?
                              Do research up-front

                                               Go To Market Consulting

                                                                   34
The Art
   of      Change People’s Pulse
Pitching

   Pitch
  High




Low

                                   Go To Market Consulting

                                                       35
The Art
   of       Change People’s Pulse
Pitching

   Pitch     Volume
  High     Loud

           Soft


Low

                                    Go To Market Consulting

                                                        36
The Art
   of       Change People’s Pulse
Pitching

   Pitch     Volume           Speed
                                    Slow
  High     Loud

           Soft

                                              Fast
Low                    Fast

                                      Go To Market Consulting

                                                          37
The Art
   of       Change People’s Pulse
Pitching

   Pitch     Volume           Speed
                                    Slow
  High     Loud

           Soft

                                              Fast
Low                    Fast

                                      Go To Market Consulting

                                                          38
The Art
   of
Pitching




7          Tell stories
            that sell
           • Passion
           • Energy
                          Confidence.
           • Compelling
                                  Go To Market Consulting

                                                      39
The Art
   of
Pitching




8          Get a transition

           •   Ask a rhetorical question
           •   Build upon last topic
           •   Make a statement
           •   Say “next”
                                           Go To Market Consulting

                                                               40
The Art
   of
Pitching




9          Practice and integrate
                  feedback
           …it shows either way



                                    Go To Market Consulting

                                                        41
The Art
   of      Tips for Practicing Your Pitch
Pitching

 • Use a timer           • Videotape your
                           team
                           presentation




                                            Go To Market Consulting

                                                                42
TheTell Them…
     1. Art
       of               Expectation Setting
…what you are going to tell ‘em
   Pitching
 1: Title              2: Company            3: Players, Problem 4: Pain Killer
                                               & Pain               (i.e. Solution)
                                                               3. Tell Them…
   Title; speaker          Company            Market definition;      Our value
  intro & contact         overview; w/          (get problem &what you told “so
                                                                  proposition; them
                                                              …
   info; kick-off       elevator pitch or        pain buy-in);    what” benefits;
       tag line           mission stmt            market size          ROI logic
  5: Technologies      6: Competition        7: Biz Model             8: Go to Market
                       Who else is doing
   Our “magic”;                              Here’s how we’ll         Our marketing
                       this? (Don’t forget
    intellectual                              make money                  plans &
                       status quo & home
     property                                                         leverage points
                             grown)

 9: Metrics & Money    10: Team              11: Timelines & Status   12: Why Us?
  Success metrics       Here’s who will        To date (on            Here is why you
   (biz drivers) &       be responsible       OPM); next “x”          should invest in
  revenue/margin        for our success;      months; use of                 us
     projections        maybe BoD too           proceeds

                    2. Tell Them
                                                                               Go To Market Consulting

                                                                                                   43
The Art
   of
Pitching




10         Develop an “attitude”
             - never give up!




                            Go To Market Consulting

                                                44
The Art
   of                                                       Two Parts . . .
Pitching

               Content                                                 Delivery
  1                 2             3             4
                                    Problem
      Title;         Company                      Your
                                    buy- in;
  Speaker intro;     overview;                   solution
                                    Market
                      Mission                       &
   What $ you
                                     size
                       stmt                      benefits
    are after

  5                6              7             8
                                                Marketing
      More                                          &
                   Technologies   Competition
    solution                                    leverage
     details                                      points

  9                10             11            12
                                   Status;
    Success                                      Why Us?
                                  Timeline;
    metrics;            Team                     Call-to-
                                   Use of
   Revenue                                        action
                                    funds
   projections




     What                                                            How
     50%                                                             50%          Go To Market Consulting

                                                                                                      45
The Art
   of          What’s the 10% that Matters?
Pitching

 • If you just remember three things today:
    –      1. Begin at the end
    –      2. Be brief
    –      3. Change people’s pulse




                                              Go To Market Consulting

                                                                  46
The Art
   of          Perfecting Your Pitching
Pitching

   1. Begin with “The End”
   2. Be Brief
   3. Bait the Hook
   4. Get High and Stay High
   5. Obey the 12/20 Rule
   6. Change People’s Pulse
   7. Tell Stories that Sell
   8. Get a Transition
   9. Practice and Integrate Feedback
   10. Develop an Attitude
                                          Go To Market Consulting

                                                              47
The Art
     of                     Want More?
  Pitching




bill joos blog.com
              “Tips from the Trenches”
Sales, Marketing, Business Plan and Equity Fundraising Insights




                                                         Go To Market Consulting

                                                                             48
The Art
         of
      Pitching



          Bill Joos
 Go To Market Consulting
bill @ go to market consulting .com
          +1 650 799-5980


  bill joos blog.com
                                      49
te :  ly
                                                              N o le O n ta
                                                                  p Da
                                                             xamonal
                                                            E ti
                                                             F ic



                                                        ™




                                                 1
                                 X             one
                                Empowering Mobile
                               Communication Groups

                                     Bob Johnston
                                    President and CEO
                                     rich @ xone.com
                                       650-555-1212


Confidential and Proprietary
te :


                  1
                                                                                           ly
                                                                                 N o le O n ta

 X              one                       30,000’ Overview                           p Da
                                                                                xamonal
                                                                               E ti
                                                                                F ic



       Mantra: Empowering Mobile Communication Groups
       Markets: Pervasive groups of associated individuals
       Key IP: Proprietary and protectable 3G thin-client, server and
               location-based s/w technologies
       Business Model: Profitable “$ per seat” ASP service model
       Founders: Seasoned expert data comm entrepreneurs
       Invested: Founders $xxxK -- and x years -- for validation of need,
               technology architecture, product design and proof of concept
       Seeking: $ M to finalize products, capture dominate share in our
               initial market, and reach profitability within 18 months after funding

     Confidential and Proprietary
51
te :
                                           Business Model and
                  1
                                                                                          ly
                                                                                N o le O n ta

 X              one                                                                 p Da
                                              Go To Market                     xamonal
                                                                              E ti
                                                                               F ic



            Carrier; >5,000,000 minimum
                          Negotiated: xx¢/user/month
                    
                          They want ARPU boosters
                    



            Large business; Bechtel-class client; >2,500 to 25,000
                          Negotiated: $x/token/month
                    
                          Direct sale
                    


            Medium businesses; 250 to 2,500
                          $x/token/month
                    
                          Carriers’ VARs / VADs with commission or revenue share
                    


            Small businesses; typically <250 tokens
                          $x/token/month
                    
                          Web self-serve
                    



     Confidential and Proprietary
52
te :


                  1
                                                                                             ly
                                              Driving Metrics                      N o le O n ta

 X              one                                                                    p Da
                                                                                  xamonal
                                           and Revenues/Profits                  E ti
                                                                                  F ic
                                                                          $96



                                                          Break
                                                          even
                              $ in M
                                                                  $46



                                                 $7
                                          $.25
                                          200x    200x             200x    200x
                            Carrier         0         0             1       2
                            Large Bus.      0     28                60      88
    # of
 businesses                 Medium Bus.     7     160              300     520
                            Small Bus.      5     140              320     440
     Confidential and Proprietary
53
te :


                  1
                                                                          ly
                                                                N o le O n ta

 X              one                     $x Million to . . .         p Da
                                                               xamonal
                                                              E ti
                                                               F ic




                        Operations: launch,
                        marketing & sales



                        IP R&D



                        Product Development




     Confidential and Proprietary
54
The Art
         of
      Pitching



          Bill Joos
 Go To Market Consulting
bill @ go to market consulting .com
          +1 650 799-5980


  bill joos blog.com
                                      55

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The Art of the Pitching

  • 1. 1
  • 2. The Art of Pitching Bill Joos Go To Market Consulting bill @ go to market consulting .com +1 650 799-5980 bill joos blog.com © 2005 Garage Technology Ventures and Bill Joos 2
  • 3. The Art of Two Parts . . . Pitching Content Delivery 1: 2: 3: Players, 4: Title Company Problem Pain & Pain Killer 5: 6: 7: 8: Technologies Competition Biz Model Go to Market 9: 10: 11: 12: Metrics & Team Timelines & Why Us? Money Status What How 95% 5% Go To Market Consulting 3
  • 4. The Art of Two Parts . . . Pitching Content Delivery 1: 2: 3: Players, 4: Title Company Problem Pain & Pain Killer 5: 6: 7: 8: Technologies Competition Biz Model Go to Market 9: 10: 11: 12: Metrics & Team Timelines & Why Us? Money Status What How 50% 50% Go To Market Consulting 4
  • 5. The Art of Two Parts . . . Pitching Content 1: 2: 3: Players, 4: Title Company Problem Pain & Pain Killer 5: 6: 7: 8: Technologies Competition Biz Model Go to Market 9: 10: 11: 12: Metrics & Team Timelines & Why Us? Money Status What 50% Go To Market Consulting 5
  • 6. The Art of Analytical Mind of Investors Pitching SWOT Strength Weakness - + Opportunity Threat - + Go To Market Consulting 6
  • 7. The Art of Pitching 1 Begin with “The End” Allow for pitch decay Go To Market Consulting 7
  • 8. The Art of Pitch Decay Pitching Go To Market Consulting 8
  • 9. The Art of Pitch Decay Pitching 50% left after just one hour Go To Market Consulting 9
  • 10. The Art of Pitch Decay Pitching 20% left after just one day Go To Market Consulting 10
  • 11. The Art of Pitch Decay Pitching Only 10% left after just one week Go To Market Consulting 11
  • 12. The Art of What’s the 10% that Matters? Pitching • If you just remember three things today: – 1. Big point one – 2. Big point two – 3. Big point three Go To Market Consulting 12
  • 13. The Art Build Your “Why Us?” of Summary Slide First Pitching Begin with “The End” 12: Why Us? Here is why you should invest in us Go To Market Consulting 13
  • 14. The Art of Pitching 2 Be brief …but it is much harder to do Go To Market Consulting 14
  • 15. The Art of Mark Twain Said It Best: Pitching “I didn’t have time to write you a short letter, so I wrote you a long one.” Elevator Pitch Overview Presentation Samuel Clemens, a.k.a. Mark Twain Go To Market Consulting 15
  • 16. The Art of KISS: Keep It Simple Stupid Pitching Our technology is the first integrated and automatic Book Scanner that will scan and digitize bound documents at speeds of 1,200 pages per hour and at a fraction of the cost of existing products, based on a disruptive digital imaging technology initially developed at Xerox PARC and protected by 5 granted patents and one pending. Go To Market Consulting 16
  • 17. The Art of KISS: Keep It Simple Stupid Pitching Our technology is the first integrated and automatic Book Scanner that will scan and digitize bound documents at speeds of 1,200 pages sgdb xfeo desd if xwfe n sqnd sjdivqo sjd efk nje epldi dfjf wq nvedo jful nvby jfwin fjel bwlo fjmo jims dhf this guy is boring me to death dhew bgfp fths jswi beejh ex d sadjdm gd dm ndgfclms. We capture the future of knowledge. Go To Market Consulting 17
  • 18. The Art of Kill “Geek Speak” Pitching Utilizing the 2048-bit Diffie-Hellman key exchange and 168-bit, triple-DES, we provide intrusion protection for digital voice, fax and wireless communications. We safeguard your communications. Go To Market Consulting 18
  • 19. The Art “Wait a of Pitching Tell m 3 “Bait the Hook” Bait the hook Your Go To Market Consulting Get ‘em Interested 19
  • 20. The Art Elevator Pitch: of Where Does It Fit? ... “Wait a minute Pitching Tell me more!” tch tch Where Does Your Elevator iPitch Belong?Where Does Your Elevator Pitch Belong? Pi P r r to to a a ev ev El El “Wait a minute… “Wait a minute… Tell me more!” Tell me more!” “Bait the Hook” “Feed the Fish” Hook” “Bait the “Feed the Fish” “Reel ‘em in” “Bait the hook” Your elevator pitch Your elevator pitch Get ‘em Close ‘em ‘em Interested Get Close ‘em Get ‘em Interested Close ‘em interested Go To Market Consulting 20
  • 21. The Art Elevator Pitch: of Where Does It Fit? Pitching n io y t nt r n ta io ma II e I at m n e m e e te itch ent Su an Pres enc enc et Pl Your ig aP St es v Where Does d Elevator Pitch Belong? e Where DoeseYour Elevatorr Pitch Belong?e ilig Sh ss ile n to l Pr ti il Lin sio va ia e D eD m cu sin eta e s le g t ni Exe Bu “Wait a minute… Du Ter a aMi E Du T“Wait minute… I D Tell me more!” Tell me more!” “Bait the Hook” “Feed the Fish” Hook” “Bait the “Feed the Fish” “Reel ‘em in” “Bait the hook” Your elevator pitch Your elevator pitch Get ‘em Close ‘em ‘em Interested Get Close ‘em Get ‘em Interested Close ‘em interested Go To Market Consulting 21
  • 22. The Art of Simple Elevator Pitch Pitching Call to Action? Why you? Why now? What / Who Go To Market Consulting 22
  • 23. The Art of Advanced Elevator Pitch Pitching Call to Action? Mission Statement Unique Differentiators So What? Benefits What? (50,000’) Market Opportunity Burning Problem Tag Line Go To Market Consulting 23
  • 24. The Art of Pitching 4 Get high and stay high Go To Market Consulting 24
  • 25. The Art of Molly Pitching Go To Market Consulting 25
  • 26. The Art of Get High and Stay High Pitching What? So What? Benefits How Go To Market Consulting 26
  • 27. The Art of Focus on Customer Benefits Pitching • Technical benefits – Seamless integration – Scalable, adaptable and secure – Improves network performance • Business benefits – Increases revenue streams – Reduces risk – Cuts costs by 30% Go To Market Consulting 27
  • 28. The Art of Pitching 5 Obey the 12/20 rule …about a dozen slides in twenty minutes Go To Market Consulting 28
  • 29. The Art of Use About a Dozen Slides! Pitching 1: Title 2: Company 3: Players, Problem 4: Pain Killer   & Pain (i.e. Solution) Title; speaker Company Market definition; Our value intro & contact overview; w/ (get problem & proposition; “so info; kick-off elevator pitch or pain buy-in); what” benefits; tag line mission stmt market size ROI logic 5: Technologies 6: Competition 7: Biz Model 8: Go to Market Who else is doing Our “magic”; Here’s how we’ll Our marketing this? (Don’t forget intellectual make money plans & status quo & home property leverage points grown) 9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us? Success metrics Here’s who will To date (on Here is why you (biz drivers) & be responsible OPM); next “x” should invest in revenue/margin for our success; months; use of us projections maybe BoD too proceeds Go To Market Consulting 29
  • 30. The Art of Use About a Dozen Slides! Pitching 1: Title 2: Company 3: Players, Problem 4: Pain Killer   & Pain (i.e. Solution) Title; speaker Company Market definition; Our value intro & contact overview; w/ (get problem & proposition; “so info; kick-off elevator pitch or pain buy-in); what” benefits; tag line mission stmt market size ROI logic 5: Technologies 6: Competition 7: Biz Model 8: Go to Market Who else is doing Our “magic”; Here’s how we’ll Our marketing this? (Don’t forget intellectual make money plans & status quo & home property leverage points grown) 9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us? Success metrics Here’s who will To date (on Here is why you (biz drivers) & be responsible OPM); next “x” should invest in revenue/margin for our success; months; use of us projections maybe BoD too proceeds Go To Market Consulting 30
  • 31. The Art of Two Parts . . . Pitching Delivery How 50% Go To Market Consulting 31
  • 32. The Art of Pitching 6 Change people’s pulse audience A bond B communicate C Go To Market Consulting 32
  • 33. The Art Ask Relevant Questions of The answers will tell you what to stress! Pitching • What are the three most important things I could tell you about my company today? • What attracted you to my business plan? Do research up-front Go To Market Consulting 33
  • 34. The Art Ask Relevant Questions of How will the VC help you? Pitching • Tell me about your last investment? • What was the last partnership you struck for one of your portfolio companies? • How will you help accelerate our success? Do research up-front Go To Market Consulting 34
  • 35. The Art of Change People’s Pulse Pitching Pitch High Low Go To Market Consulting 35
  • 36. The Art of Change People’s Pulse Pitching Pitch Volume High Loud Soft Low Go To Market Consulting 36
  • 37. The Art of Change People’s Pulse Pitching Pitch Volume Speed Slow High Loud Soft Fast Low Fast Go To Market Consulting 37
  • 38. The Art of Change People’s Pulse Pitching Pitch Volume Speed Slow High Loud Soft Fast Low Fast Go To Market Consulting 38
  • 39. The Art of Pitching 7 Tell stories that sell • Passion • Energy Confidence. • Compelling Go To Market Consulting 39
  • 40. The Art of Pitching 8 Get a transition • Ask a rhetorical question • Build upon last topic • Make a statement • Say “next” Go To Market Consulting 40
  • 41. The Art of Pitching 9 Practice and integrate feedback …it shows either way Go To Market Consulting 41
  • 42. The Art of Tips for Practicing Your Pitch Pitching • Use a timer • Videotape your team presentation Go To Market Consulting 42
  • 43. TheTell Them… 1. Art of Expectation Setting …what you are going to tell ‘em Pitching 1: Title 2: Company 3: Players, Problem 4: Pain Killer   & Pain (i.e. Solution) 3. Tell Them… Title; speaker Company Market definition; Our value intro & contact overview; w/ (get problem &what you told “so proposition; them … info; kick-off elevator pitch or pain buy-in); what” benefits; tag line mission stmt market size ROI logic 5: Technologies 6: Competition 7: Biz Model 8: Go to Market Who else is doing Our “magic”; Here’s how we’ll Our marketing this? (Don’t forget intellectual make money plans & status quo & home property leverage points grown) 9: Metrics & Money 10: Team 11: Timelines & Status 12: Why Us? Success metrics Here’s who will To date (on Here is why you (biz drivers) & be responsible OPM); next “x” should invest in revenue/margin for our success; months; use of us projections maybe BoD too proceeds 2. Tell Them Go To Market Consulting 43
  • 44. The Art of Pitching 10 Develop an “attitude” - never give up! Go To Market Consulting 44
  • 45. The Art of Two Parts . . . Pitching Content Delivery 1 2 3 4 Problem Title; Company Your buy- in; Speaker intro; overview; solution Market Mission & What $ you size stmt benefits are after 5 6 7 8 Marketing More & Technologies Competition solution leverage details points 9 10 11 12 Status; Success Why Us? Timeline; metrics; Team Call-to- Use of Revenue action funds projections What How 50% 50% Go To Market Consulting 45
  • 46. The Art of What’s the 10% that Matters? Pitching • If you just remember three things today: – 1. Begin at the end – 2. Be brief – 3. Change people’s pulse Go To Market Consulting 46
  • 47. The Art of Perfecting Your Pitching Pitching 1. Begin with “The End” 2. Be Brief 3. Bait the Hook 4. Get High and Stay High 5. Obey the 12/20 Rule 6. Change People’s Pulse 7. Tell Stories that Sell 8. Get a Transition 9. Practice and Integrate Feedback 10. Develop an Attitude Go To Market Consulting 47
  • 48. The Art of Want More? Pitching bill joos blog.com “Tips from the Trenches” Sales, Marketing, Business Plan and Equity Fundraising Insights Go To Market Consulting 48
  • 49. The Art of Pitching Bill Joos Go To Market Consulting bill @ go to market consulting .com +1 650 799-5980 bill joos blog.com 49
  • 50. te : ly N o le O n ta p Da xamonal E ti F ic ™ 1 X one Empowering Mobile Communication Groups Bob Johnston President and CEO rich @ xone.com 650-555-1212 Confidential and Proprietary
  • 51. te : 1 ly N o le O n ta X one 30,000’ Overview p Da xamonal E ti F ic  Mantra: Empowering Mobile Communication Groups  Markets: Pervasive groups of associated individuals  Key IP: Proprietary and protectable 3G thin-client, server and location-based s/w technologies  Business Model: Profitable “$ per seat” ASP service model  Founders: Seasoned expert data comm entrepreneurs  Invested: Founders $xxxK -- and x years -- for validation of need, technology architecture, product design and proof of concept  Seeking: $ M to finalize products, capture dominate share in our initial market, and reach profitability within 18 months after funding Confidential and Proprietary 51
  • 52. te : Business Model and 1 ly N o le O n ta X one p Da Go To Market xamonal E ti F ic  Carrier; >5,000,000 minimum Negotiated: xx¢/user/month  They want ARPU boosters   Large business; Bechtel-class client; >2,500 to 25,000 Negotiated: $x/token/month  Direct sale   Medium businesses; 250 to 2,500 $x/token/month  Carriers’ VARs / VADs with commission or revenue share   Small businesses; typically <250 tokens $x/token/month  Web self-serve  Confidential and Proprietary 52
  • 53. te : 1 ly Driving Metrics N o le O n ta X one p Da xamonal and Revenues/Profits E ti F ic $96 Break even $ in M $46 $7 $.25 200x 200x 200x 200x Carrier 0 0 1 2 Large Bus. 0 28 60 88 # of businesses Medium Bus. 7 160 300 520 Small Bus. 5 140 320 440 Confidential and Proprietary 53
  • 54. te : 1 ly N o le O n ta X one $x Million to . . . p Da xamonal E ti F ic Operations: launch, marketing & sales IP R&D Product Development Confidential and Proprietary 54
  • 55. The Art of Pitching Bill Joos Go To Market Consulting bill @ go to market consulting .com +1 650 799-5980 bill joos blog.com 55