pitching fundamentals: or how to make your pitch awesome€¦ · •entering a pitching...
TRANSCRIPT
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Pitching Fundamentals: or
how to make your pitch AWESOME
Ross McLennan, Enterprise Development ExecutiveMay 2019
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What is a Pitch?
A simple, compelling way to explain your idea
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When do you do it?
• When you need investment or funding
• To gain support for your idea
• Build team
• When you want to make a sale to a customer
• Entering a pitching competition!
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What is your aim?
• To “hook” your audience & capture their attention
• To explain your business clearly and concisely
• To make a sale or receive investment
• To get a follow up meeting
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Who is your audience?
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What is their aim?
• Do you have a credible and likeable management team?
• Is there an attractive amount of growth potential?
• Can the business be scaled easily?
• Are you investable?
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Richard Branson: How to pitch in 5 steps
1. What's in it for them?
2. Be clear
3. Demonstrate smart disruption
4. Plan for sustainable growth
5. Show them your strengths
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Guy Kawasaki
Ten slides
Twenty minutes
Thirty point font
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The Investor Pitch
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What to include in
an investor pitch
10 slides 20 minutes 30 point font
FONT30 30
303030
30
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Your pitch deck
1. Problem
2. Your solution
3. Business model
4. Underlying magic/technology
5. Go to market plan
6. Competition
7. Team
8. Projections and milestones
9. Status and timeline
10. Summary and call to action
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1: What’s the problem?
• Who cares?
• Who are your customers?
• What problem/ pain do they have?
• How do you know this?
• Have you spoken to them?
• Do you have any statistics to back this up?
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2: Your solution?
• What is your solution?
• How will you solve the customer’s problem?
• Describe the business
• Avoid technical jargon
• This is about responding to customer needs, not cool features
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3: Business model
• What is your business model?
• How will you make money?
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4: Underlying magic/ technology
• Brief layperson’s description of the technology
• Intellectual property
• What stage of development is the product at?
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5: Go to market plan
• The size of the market
• How is your market segmented?
• Have you spoken to/ engaged with any customers?
• How do you reach them?
• What is your sales & marketing strategy?
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6: Competition
• What other solutions to the problem are out there?
• Have you identified competing companies & what do you do
differently?
• Could they be potential partners?
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7: Team
• Why you?
• Who is in the team?
• What skills do they have?
• What skills are you lacking?
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8: Projections & milestones
• How many units do you plan to sell & by when?
• Financial – what will your turnover be for years 1, 2 & 3?
• What are your startup costs?
• When will you break even?
• What will your profit margins be?
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9: Status & timeline
• What is your plan
for the next year/
3 years?
• Gantt chart?
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10: Summary & call to action
• Summary bullet points
• The Ask
• Your contact details
• Thank your audience
• Memorable summary statement/ tagline
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Pitch Tips
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1. Stand Tall, Speak Loudly
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2. Tell a Story
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3. KISS
(KEEP IT SIMPLE STUPID)
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4. Practice, Practice, Practice
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5. Use Images & Clear Information
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Production Growth
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76%of workers prefer
to work at home
one day a week
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BAD
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GOOD
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6. Clear Solution
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ONE PROBLEM
ONE SOLUTION
ONE PERSON
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7. Watch the Clock
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8. Killer Closing
The University of Edinburgh’s commercialisation service
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9. Concise Answers
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10. Make backup slides
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11. Be Honest
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