Pitching Do's don'ts: pratical tipps to pitch your business idea in front of investor Document owner: Peggy Stinson

1. Pitching
Dos and Don‘ts
Creative Camp
May 2014
Friedrichshafen

2. Pitch Practice
Why?

3. 3 Pillars - Pitching
I. This is business
II. Important stuff first
III. Be credible

4. I.Pillar
This is Business

5. Wishful Thinking
vs.
Business Thinking
I. This is Business

6. Find an Opportunity
or
Solve a Problem
Business Focus

7. Pitching is a Presentation
Organized and logical
Clear and concise
Flowing

8. Words of Wisdom
Part 1: https://www.youtube.com/watch?v=WfF7Awy87UY
Jared Scheel, Chief Product Officer https://populr.me
Part 1: https://www.youtube.com/watch?v=WfF7Awy87UYPart 1: https://www.youtube.com/watch?v=WfF7Awy87UY

9. How
When
Where
What
Who
Why
Pitching Business

10. Who and Why
Product: Hair Color

11. Activity #1

12. How
When
Where
What
Who
Why
I. This is Business

13. http://500.Co Source: http://www.geekwire.com/2012/dave-mcclure-startup-advice/
Need:
•A hypothesis of the customer use case
•Some visuals (maybe)
•Some research into the potential monetization
•Some research on outcome of a successful transaction
or successful 12-month subscription
•Mockup of the user experience
•A set of events which are measurable based on conversion

14. Know:
•Whether or not you can get that customer
•Whether or not you can get to break-even in next 2 years
•Something about customer acquisition costs
•Something about customer revenue monetization
http://500.Co Source: http://www.geekwire.com/2012/dave-mcclure-startup-advice/

15. How, When, Where
• 1,2,3...1000
• € %
• How much/often

16. How, When, Where
•How big/small
•How important
•When does it happen
•Where does it happen

17. How, When, Where
•Connect emotionally
•VC should be in the
shoes of the buyer of
your product or
service

18. How, When, Where
Validation
We talked to 100 people who XXX and
80% of them do not have YYY.
Of that 80%, 90% stated they need
YYY every day at least once.

19. Presenting Data
Source: http://www.virgin.com/richard-branson/top-10-back-of-an-envelope-start-up-ideas

20. Activity #2

21. Presenting Data
-Sticky Notes
-Index Cards
-Tape, Scissors
-Markers, Pens,
Clips
-Cut-up pieces
of paper
-Random ideas
-Then cluster
into groups

22. Presenting Data

23. •You are “in business”
•You are doing something,
for somebody, for some
reason
I. Pillar - Summary

24. 1. What’s missing
2. What should we change
3. What should we expand
I. Pillar - Notes

25. II. Pillar
Important Stuff First

26. “THEM” vs. You
• It’s all about “THEM”, not
about you
• Give them what “THEY”
need to stay interested
• Do research on your VCs

27. Focus - VC
Budget: €200
Time to Hire: 1 Hr
Potential Firms: 2

28. Who Cares
• Tell a story
• Connect VC to the emotion
• VC should “feel the pain/ be
motivated”
• Most important stuff first

29. Source: http://www.joshuahenderson.com/the-problem-with-all-the-standard-investor-pitch-advice-youve-heard/
How big of a return will I get?
When will I get it?
How likely am I that I will get it?

30. Who Cares
• Facts, Numbers
• Validation and Traction
• 10 Slides, 10 Words
• “Connect the dots”

31. Important Stuff
Source: http://en.wikipedia.org/wiki/Inverted_pyramid
Inverted Triangle
Journalism

32. Important Stuff
“Lead with traction,” Dave McClure
0
50
100
150
200
250
300
Jan Feb Mar Apr May Jun
Reihe1

33. Example: Airbnb
First Pitchdeck: Problem – Solution – Market Validation
– Market Size – Product – Business Model – Market
Adoption – Competition – Competitive Advantages – End
www.airbnb.com Source: bestpitchdecks.com

34. Source: http://www.stephaniehay.com/a-startup-pitch-template/#.U3NMYfmSySp

35. What’s Important
Education: prestigious university
Experience: “big name” company
Paying customers / Traction
Beta product / Previous investors
“Big name” mentors

36. Activity #3

37. Words of Wisdom
Jared Scheel, Chief Product Officer https://populr.me
Part 2: https://www.youtube.com/watch?v=zqbFmVEFVeM

38. Flow
•Important stuff first
•Fast, real facts
•Keep the momentum

39. Ending
End with a purpose -
ASK for what you want as
a next step

40. •Your important stuff first
•Use inverted triangle
•Connect the VC emotionally
•End with the “ASK”
II. Pillar - Summary

41. 1. What’s missing
2. What should we change
3. What should we expand
II. Pillar - Notes

42. III. Pillar
Be Credible

43. III. Pillar – Be Credible
DE:Glaubwürdigkeit
IT: credibilità, attendibilità
ES:la credibilidad, el crédito
FR:crédibilité

44. •Manage Emotions
•Personal Attributes
•Non-Verbal Signals
III. Pillar – Be Credible

45. Managing Emotions
Some reasons for anxiety/fear:
•accepted by my audience
•avoid losing something
•prove my intelligence, power,
status, courage etc.

46. Managing Emotions
Best Solution
Turn anxiety/fear into
energy

47. III. Pillar – Be Credible
Personal Attributes:
self awareness, courage, truth,
personal commitment

48. III. Pillar – Be Credible
Energetic / Confident
Goal: speak clearly and overcome
objections with credibility
Goal: create interest to talk more
Goal: look for advice, tips, insights

49. III. Pillar – Be Credible
Speak truth
Don’t perform
Be Yourself

50. Activity #4

51. Non-Verbal Signals
• Tone of voice
• Pace of words
• Movement of body
Solution: Make a self video of your
presentation
Tip: Use the energy

52. •Manage emotions
•Expand personal attributes
•Control non-verbal signals
III. Pillar - Summary

53. 1. What’s missing
2. What should we change
3. What should we expand
III. Pillar - Notes

54. 3 Pillars - Pitching
I. This is business
II. Important stuff first
III. Be credible

55. Handout Link
To download a copy of this
presentation, please go to the
official website of Creative Camps
(www.ccalps.eu)
...or go directly to the link below for
this download and more resources:
http://bit.ly/QNmbZj

56. Pitching Dos and Don‘ts
Thank You!
www.stinsontraining.com