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A pitch training given @Startup Symposium Slovakia, Bratislava, February 2012
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Pitching Essentials by Can Ertugrul
February 2012 @Startup Symposion Slovakia, Bratislava
Q & R
The Golden Circle
Why am I doing this?
Ammount of ineffective presentations
Others time is
wasted
Your opportunities
are wasted
3 Tipps
Prepare
Prepare
Sleep enough
Prepare
Sleep enough
Don‘t Drink
Thank you for your attention
Just kidding…
MY OPINION
What is a Pitch?
A „text book“ definition
A pitch is a summary used to quickly and simply define or introduce a product, service, or organization and its value proposition.
Your head
Their heads
Pitch ?
? ?
The presentation landscape
Informal Low Stakes
Pitch Activate / Win
Slideument Inform / Discuss
Formal High Stakes
adapted from Duarte Design
Research
Strategy Drafts
Execution Plans
Staff Meetings
Reports
White Papers
Data Sheets
Annual Report
Quarterly Report
Executive Summary
Staff Mobilization
Company Presentation Sales
Executive Summary
Venture Capital
IPO
Launch
Strategy
3 THINGS (in general)
1. Publicly Presenting = Convincing
“Everything you achieve, you will achieve with or through other people.”
Why should
YOU care?
2. Convince with rhetorics
Pathos (Emotions)
Ethos (Credibility)
Logos (Logic)
What? How? Who?
Content Delivery Speaker
What? How? Who?
Content Delivery Speaker
33% 33% 33%
?
? ?
?
?
?
?
It depends….
Speaker & Audience
What? How? Who?
Content Delivery Speaker
20% 10% 70%
Speaker: Sucessful Serial Entrepreneur
What? How? Who?
Content (= Product, Product, Product)
Delivery Speaker
80% 5% 5%
Audience: An (unnamed) investor from Austria (how he says)
What? How? Who?
Content Delivery Speaker
50% 15% 35%
Audience: An (unnamed) investor from Austria (how he probably does)
Delivery
3. Convince with story
The king died, and then the queen died of grief.
The king died. The queen died.
Story = Structure
OUR STORY…
… meet Mark
Mark‘s glasses
Lesson 1 K.I.S.S.S.
KEY
MESSAGE
Dropbox is a free service that lets you bring your photos, docs, and videos anywhere and share them
easily!
Simplify your life
„Don't stay at a hotel. Airbnb is a global network of accommodations offered by
locals. ”
Find a place to stay.
„We provide a technology that enables you to locate yourself or others inside
buildings.”
It‘s like GPS for indoors
„I want to build a social utility that connects people with friends and others who work, study and live
around them.”
„I want to build an online social network that connects Harvard students.”
Why keep things simple?
Cutting out of the story…
Leads to…
DEATH by Powerpoint
BUT…
…not bullets kill people…
• Bullet 1 • Bullet 2 • Bullet 3 • Bullet 4 ….
• Bullet 1221 • Bullet 1222 • Bullet 1223 • Bullet 1224 ….
…people kill people
ATTENTION
Dr. John Medina
The brain doesn’t pay attention to
boring things
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What can you do?
Many possible approaches
1 possible approach
The art of seduction
The art of reduction
Retention
For YOU For AUDIENCE
SLIDES
The more and difficult the audience has to read, the less they are looking at you.
S(L)IDE-NOTE
Back to our story
Frame OR
BE Framed
Lesson 2
Passion & Inspiration can go a long way
Lesson 3
Emotion
Retention
Be Authentic
HOW you explain things makes a difference!
Lesson 4
Key Message(s) Story
EffectivePitch + =
Lesson 5
The forgotten Half of the Pitch
Presenting = Convincing
Convincing with Rhetorics
Convincing with a story
K.I.S.S.S. (for attention)
Frame
Passion
HOW
The forgotten Half
Mark‘s glasses
Audience‘ glasses
„Wear your audience‘ glasses“
YOU
Quote Ondrej:
„5Ps People Potential Problem Payment Proove „
YOUR PITCH:
3 min Pitch
+
2 min Q&A
YOU?
Problem ?
Solution ?
Requirement ?
Need ?
Satisfaction ?
Basic Anatomy
OR
„Amazing Thing“
(excite people)
0. One-Liner
1. Problem / Need
2. Solution / Satisfaction = Product (!)
3. USP / Unfair advantage
4. How do you (want to) make money?
5. Market & Going to Market
6. Team
7. Status Quo & Outlook
8. What you need / Why are you pitching?
Your Pitching Cheat Sheet
Ultimately…
Do NOT waste OUR time
Do NOT waste YOUR
opportunities
I URGE YOU
PLEASE, PLEASE, PLEASE
DO NOT KILL YOUR AUDIENCE!
(wear their GLASSES instead)
