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Southampton Graphic & Web design course 'Pitching & Qualification' presentation
Hello.
Firstly…

Apologies for the silly pictures!
(…they tend to be memorable)


Some of the principles I’ll chat about
can be applied when looking for a job


Does everyone know what a ‘pitch’ is?
WHO am I ?


@renemorency	
  
A student. . .



1999 - 2002
Graphic Designer



2003 - 2007
Founded Browser



2008 - onwards
Here to talk about…



The business side of design


Behind	
  the	
  heart	
  of	
  every	
  
great	
  design	
  agency,	
  lies	
  a	
  
great	
  business	
  mind	
  
WHO
ARE we

www.browserlondon.com	
  
4 years old



Lots of long hard work (… on ironing boards)
Quite a few



Crazy but excellent office parties
Along the way


We met lots of new friends

(business & social)
We’re a digital agency

Strategy



Innovation



Design/build UX UI
Technical development
12 person team, and growing
Business
development

Creative


Technical


Finance
WHy
digital
Why digital



It’s fast paced, exciting, fresh
and always moving forward
Why digital



Creation and innovation are
always at the forefront


Projection mapping Shoreditch
http://tiny.cc/0upmnw
Why digital



It’s a buoyant market at
the moment, and it’s
continuing to grow
Pitching &
Qualification
Pitch process (in a nut shell)

1. Receive brief and qualify

  2. Internal meeting, research & concept creation

        3. Craft the pitch and proposal document
        Does everyone know what pitching is?

              4. Choose team to present present

Does everyone know what pitching is?pitch
                        5. Present
First, ask yourself…

Does	
  it	
  fit	
  with	
  our	
  
Strategic	
  objec3ves?	
  

Will	
  it	
  help	
  us	
  get	
  to	
  where	
  we	
  want	
  to	
  be?	
  

Remember	
  your	
  mountain	
  
The Pitching
rules
When not pitch



If the brief doesn’t fit
with your specialty


Eg.	
  Will	
  pitching	
  for	
  an	
  ad	
  
campaign	
  benefit	
  you	
  or	
  
the	
  client?	
  
When not pitch



When the client won’t
meet you face to face


Business	
  is	
  built	
  on	
  
rela>onships,	
  get	
  a	
  
feeling	
  for	
  their	
  needs	
  
When not pitch



If	
  you’re	
  too	
  busy	
  and	
  don’t	
  have	
  
the	
  resource	
  available	
  
	
  
(always	
  aim	
  to	
  put	
  in	
  100%)	
  
When not pitch



If	
  you	
  don’t	
  fit	
  into	
  their	
  criteria	
  	
  
	
  
(eg.	
  An	
  integrated	
  agency	
  required)	
  
	
  
When not pitch



If	
  the	
  budget	
  is	
  undisclosed	
  

It	
  could	
  be	
  £1	
  or	
  £100,000	
  
When not pitch



If	
  you	
  don’t	
  understand	
  the	
  
Need	
  behind	
  the	
  project	
  


If	
  it	
  ain’t	
  broke	
  .	
  .	
  .	
  
When not pitch



If	
  you	
  don’t	
  know	
  the	
  basis	
  for	
  
selec3on,	
  is	
  it	
  cost,	
  quality,	
  
technology?	
  
When not pitch



If	
  their	
  expecta3ons	
  are	
  
unaDainable/unrealis3c	
  


Example:	
  re-­‐build	
  ebay	
  
When not pitch



How	
  much	
  will	
  it	
  cost	
  us	
  to	
  pitch	
  
	
  
(ie:	
  does	
  the	
  risk	
  jus3fy	
  
the	
  reward?)	
  	
  


Average	
  cost	
  per	
  pitch?	
  
When not pitch



And	
  lastly.	
  .	
  .	
  

Only	
  go	
  for	
  projects	
  you	
  know	
  you	
  
stand	
  a	
  very	
  good	
  chance	
  of	
  winning	
  
Before
A pitch
Before a pitch



Research!	
  Research!	
  Research!	
  
Before a pitch



What’s	
  the	
  company	
  background,	
  
are	
  they	
  who	
  they	
  say	
  they	
  are	
  


Check	
  background	
  info	
  	
  
Before a pitch


Find out who you’re pitching to
(ie: Finance director or marketing director)


It’s best to prepare yourself
for specific questions
Before a pitch

How	
  long	
  have	
  they	
  been	
  with	
  the	
  
company/who	
  have	
  they	
  worked	
  
with	
  before?	
  



Each and every person
have their own objectives
Before a pitch



Who	
  else	
  is	
  pitching?	
  
	
  
What	
  are	
  their	
  strengths	
  and	
  weaknesses?	
  
Before a pitch



What	
  does	
  the	
  pitch	
  
criteria	
  consist	
  of?	
  
	
  
why	
  were	
  we	
  asked	
  to	
  pitch?	
  
Before a pitch




Most	
  importantly	
  keep	
  in	
  touch	
  with	
  
everyone	
  .	
  .	
  .	
  Become	
  friends!	
  
	
  
You	
  never	
  know	
  where	
  their	
  next	
  job	
  
will	
  be	
  -­‐	
  and	
  what	
  doors	
  could	
  open	
  
Fine tuning
the pitch
Who do they want to see?
Creative / technical team
What’s important to them?
Visuals, team structure,
financial stability
The proposal, who’s
best to present it?
The value of
Your knowledge
Listen to what they want -
But explain what they need
We’re the experts, let them
know our insider info
The	
  next	
  big	
  thing	
  is…	
  

        	
  	
  
                                                    	
  	
  
                                         	
  	
  




Example:	
  hSp://>ny.cc/qv3unw	
  
We’re the experts, let them
know our insider info
Example:	
  Flash	
  is	
  on	
  it’s	
  way	
  out	
  




Example:	
  hSp://>ny.cc/sy3unw	
  
Don’t just present,
Put on A show!
Presenting a pitch


People buy into people

(get the right people involved on the pitch)




Example:	
  hSp://>ny.cc/kk4unw	
  
Presenting a pitch


Show your credibility and
examples of similar projects
Presenting a pitch

Try to proactively deal with
objection and weaknesses

(ie: responsive Vs web app)



See:	
  http://tiny.cc/htymmw	
  
Presenting a pitch



Explain how to maximise ROI,
scalability and support




Confidence	
  is	
  assurance!
Presenting a pitch


Involve everyone in the room

Remember – we’re designing
for humans!

Capture	
  the	
  imagina>on!
Following
Up the pitch
Following up the pitch


Call	
   hem!
Call tthem!

Keep in touch, it’s always
good to talk
Following up the pitch


Tie up any loose ends

Unanswered questions,
clarification points,
any additional info
about 2 weeks
After the pitch…
We get a call telling us
we’ve won :)

All of the qualification
and hard work paid off!
Or we’ve lost :(


If so, we ask why we
lost, and we learn from
our mistakes
If that’s the case,
then quite often . . .

It’s budget related

It’s a very competitive market
Or. . .



We didn’t qualify the
project correctly and made
a mistake in the pitch direction
Or. . .


It’s something else…

(e.g. our dress sense!)
Suggested
resources
Books
‘Design is a job’
ISBN 10: 0-13-285836-3


‘Pitching to win’
ISBN 10: 190573624X



‘Paul Arden series’
ISBN 10: 0714843377
Links and blogs

www.gov.uk/designprinciples



www.smashingmagazine.com



www.browserlondon.com/blog
Twitter



@browserlondon     @netmag      @elliotjaystocks




  @dbushell      @SmashingMag       @verge
Keep in
touch
    @renemorency

in	
   Search ‘rene morency’

    /browserlondon

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