the art of the pitch

“The Art of the Pitch” Copyright © 2016 Saren Sakurai

The Art of the Pitch

OCiOS Meetup - April Showcase April 26, 2016


30 Seconds 3 Minutes

20 Minutes

Pitching�comes�in�three�sizes


30 SECONDSThe�elevator�doors�open,�and�you’ve�got


First ImpressionYou’ve�got�once�chance�(and�7�seconds)�to�make�a�good


Message Map

So,�you’d�better�have�a�memorized


Source: Carmine Gallo, How to Pitch Anything in 15 Seconds

A Twitter-friendly Headline

Cool thing 1 A Twitter-friendly HeadlineCool thing 2 Cool thing 3

• Supporting Data • Supporting Data • Supporting Data



Get�straight�to�the�point.�Have�only�one�point.

Only�pick�three�crucial�attributes—it’s�a�magic�number.

Give�examples,�testimonials,�or�real�statistics.


Here’s an example…


LUSH makes handmade soaps and cosmetics.




FRESH ENVIRONMENTALLY FRIENDLY

ETHICAL CAMPAIGNS




FRESH ENVIRONMENTALLY FRIENDLY

ETHICAL CAMPAIGNS

Organic. Manufactured Daily.

Shipped the Next Day.

Unpackaged. Ingredients not tested on

animals.

Naked. Fur Trim is a Trap.

Erase Bullying.



Steve Job’s Commencement Speech 2005

Connect the Dots Love and Loss Death

Reed College Calligraphy Macintosh

Apple Garage Fired

Return

Cancer Diagnosis Time is Limited

Stay Hungry, Foolish

Do What You Love.

Another example…


MARKET SIZE MONETIZATION CURRENT STATE

Identify the problem or enemy. Describe the solution.

If�you’re�talking�to�investors,�focus�on�the�sustainability�of�your�business.

Now�you’ve�peaked�their�interest…


3 MINUTES


Add a “Story”


TL;DR?�His�TED�talk�rocks.


“People don’t buy what you do. They buy what you believe.”

Simon Sinek, How Great Leaders Inspire Action (TEDxPuget Sound)


WHY?

Sinek’s Golden Circle


What you do.

How you do it.

THE HOOK

What�and�How�are�boring.�Why�is�a�story.��

Humans�love�stories.


Reptilian Brain

The Brain


Neomammalian (Neo-Cortex)

Paleomammalian (Limbic)

Rational Thought and Language

Feelings: Trust and Loyalty

Our Fight or Flight Instinct lives here.

Deep�down�inside�we�know�when�“things�

feel�right.”�It’s�what�our�“gut”�

tells�us.�AKA

We�know�a�great�first�impression�when�we�see�one.


We make great computers. They are beautifully designed.

Simple to use. And user friendly.


Here’s�an�example�of�a�“What�We�do”�statement.

Boring!


Think Different

Sinek’s Golden Circles


Here’s to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square hole. The ones who see things differently. They are not fond of rules, and they have no respect for the start

Here’s�a�WHY



Apple’s�Why�is�to�disrupt�the�status�quo.�Like�these�folks.�

Notice�any�what’s�or�how’s�here?


In everything we do, we believe in challenging the status quo.

GREAT COMPUTERS BEAUTIFUL DESIGN USER-FRIENDLY


Here’s�a�message�map�with�a�Why�at�the�top.

Now,�let’s�go�bigger…


20 MINUTES

The�meeting�is�an�hour.�But�honestly,�you’ll�only�get…


10 Slides 20 Minutes 30 PT Font

The 10/20/30 Rule

Source: Guy Kawasaki, The 10/20/30 Rule of PowerPoint


Logo, Business Name, Tag Line and Contact Info One color, one font, one shape.

Assume this cover will be on the screen as you are doing introductions.

Page 0: The Cover

Real�CEO’s�don’t�design�their�own�logo.


Express this with real world easily relatable examples. Make it OBVIOUS and ideally something easily relatable.

Address a user NEED not their WANT.

Page 1: The Problem


Enemies�work�too,�if�we�all�have�the�same�one,�like�climate�change�or�cancer.


Show your product—screenshot or demo.

Page 2: The Solution

Prototypes�are�great�here�too.


Show a graph of your market size. Try and make it impressive but don’t go overboard.

Cite an industry research group like Forrester or eMarketer.

Page 3: The Market


Don’t�try�and�boil�the�ocean.��There�is�nothing�wrong�with�being�a�big�fish�in�a�small�pond.


List all your top competition. Describe how you are unique.

What is your niche (positioning)? Who are you disrupting?

Page 4: The Competition

It’s�good�to�have�some�rivals.


Show how you intend to make money. Top Revenue Sources (1-3)

Show how/when you intend to break even.

Page 5: The Business Model



What technology is behind the scenes? How are you going to manufacture the product?

Page 6: The Tech


What’s the brand? What are your primary channels What’s you Cost of Acquisition?

Page 7: The Marketing



Who is on the team? What is their experience?

Page 8: The Team


When can you launch? How will you get there?

What is growth after launch?

Page 9: The Projections



Where are you now? What are you doing next?

Page 10: The Status


Call to Action

Last Page: Next Steps


If�they�turn�you�down,�ask�for�a�referral.


Table of Contents:

Cover Page 1. The Problem 2. The Solution 3. The Market

4. The Competition 5. The Business Model

6. The Tech 7. The Marketing

8. The Team 9. The Projections 10. Current Status

Next Steps


Examples

Source: PitchEnvy.com

These�guys�used�the�formula.

http://www.pitchenvy.com/gallery/airbnb-pitch-deck/





































































































































































































































































































































http://PitchEnvy.com


Appendix


Written • A one sentence (or sentence fragment) tag line • A professional business card • A one or two paragraph email introduction to the business • A ‘one-pager’ overview • A 2-3 page executive summary • A slide deck specifically designed to be handed out • A thoughtful, comprehensive business plan: either (a) a traditional

10-20 page written plan, or (b) a carefully prepared and annotated ‘business model canvas’

• A finished (or prototype) marketing brochure Live • A one sentence description • A 30 second elevator pitch • A 5 minute ‘quick pitch’ • A 15-20 minute angel/VC PowerPoint/Keynote pitch • A sub-15 minute foolproof product/site demonstration Online • A functional public web site • A short video pitch • A dedicated, controlled access, investor-relations web site

The Pitch Pack


Just�read�it.

https://www.startwithwhy.com/


Guy Kawasaki The 10/20/30 Rule of

Powerpoint

They�are�rules�for�a�reason.��No�cheating

http://blog.guykawasaki.com/2005/12/the_102030_rule.html



























Nancy Duarte: The Secret Structure of

Great Talks (TED)

You�must�watch�this�video.

http://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks


http://www.danpink.com/books/to-sell-is-human/


Steve Jobs iPhone Launch Event

The�best�product�launch�ever.

https://www.youtube.com/watch?v=9hUIxyE2Ns8


Elon Musk Tesla Powerwall Debut

You�must�watch�this�video.

https://www.youtube.com/watch?v=yKORsrlN-2k


Thank You.

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