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Tech Pitch 4.5 – Keynote Speech
Things I look out for (as Angel Investor) sprinkled with a few Digital Marketing Tips
Xaver Matt – MD [email protected]
@xavermatt @netleadz
Copyright ©Netleadz 2015. All rights reserved
Here’s what floats my boatMarket Research
I want credible numbersThe Funnel
Don’t spend my cash without a
clear path to success
No Failure PleaseAn angel investor’s view
Audience BuildingAnything stopping you?
Affinity CommunityDigital AssetsOutreach
Copyright ©Netleadz 2015. All rights reserved
Market Research – I want credible numbers
£1 billionmarket No Risk
No Competition
Every start-up has a potential £1b target market – right?
£££
Copyright ©Netleadz 2015. All rights reserved
– I demand credible numbers:
• Market size, competition, audience building, cost & pricing
– Unless you can build a business on a 1-2% market share – forget it!
– In digital marketing everything is research & data driven, we don’t ‘chance’ it!
• Niche, segmentation, micro-targeting, hyper-local, long-tail
– Stop talking MVP, think more MVC (Minimum Viable Community)
Market Research – I want credible numbers
Copyright ©Netleadz 2015. All rights reserved
Market Research – Some free tools, not all big data
Google InsightsGoogle Keyword Planner
Twitter Insights
Copyright ©Netleadz 2015. All rights reserved
– Founder spent 12 months researching, analysing & understanding the market
– Pitched with no MVP, no technology, no users, no team – just credible numbers
– Raised £2.5m 1st round funding just on the back of a ppt deck
Market Research – Credible numbers gets you past MVP
Business Model NOT Endorsedfor case study use only
Copyright ©Netleadz 2015. All rights reserved
The Funnel – demonstrate a model that will make money
“ You waste 5x times more money
on your TOFU if you don’t
‘optimise’ your MOFU “
The Funnel – A universally useful model
Copyright ©Netleadz 2015. All rights reserved
– The funnel does not just apply to sales & marketing
– Investors love to see how their investment will ‘funnel’ into revenue & growth
• How will you use their investment to deliver outcome?
• What realistic milestones will the investment achieve?
• Can your demonstrate your business model scale?
– Think ‘funnel’ when fundraising too
The Funnel – A universally useful model
Copyright ©Netleadz 2015. All rights reserved
TOFU – Be selective & targeted
– Don’t just approach any investors – you will waste time on coms / meetings
– Focus on the right investors – sector, portfolio, network, value-add, investment size
MOFU – Delight investors with credible decks
– Pitch deck, b-plan & financials – up to date, stack up & backed up by data / action
– ‘Optimise’ your pitch deck after each meeting to address questions / issues raised
MOFU – Keep investors engaged
– Keep relevant, interested investors up to date on milestones, wins, events, progress
– There will always be the next round of funding
The Funnel – Nicely applies to fundraising too
Copyright ©Netleadz 2015. All rights reserved
Audience BuildingI still see too many business plans without a realistic budget for building reach
“Nothing goes viral anymore!”
Copyright ©Netleadz 2015. All rights reserved
– Often the quickest way to build audience is via affinity marketing
– Find an established partner who already talks to your target audiences
– Think: Social love, guest posts, joint PR, referrals, partnerships to integration
Audience Building – Find affinity
Isuperdrive.comSupercar rental marketplace
Jetlogic.comJet & helicopter charter
Copyright ©Netleadz 2015. All rights reserved
Audience Building – Start with community
Built a 1m users community around sports challenges
Raised £120k on Kickstarter 1,818 backers helped design & launch own sportswear range
Global affinity deal with ParkRunLaunched online shop
Copyright ©Netleadz 2015. All rights reserved
Audience Building – Grow your digital assets from day 1
100k visitorsBlog &
Website
WebForm
OutreachContentSocialSEO
40 providers1000+ enquiries
MVP300k
visitors
OutreachContentSocialSEO
100+ providers10k+ enquiries
£1.5m TransferReferrals
Ski season 1 Ski season 2
You should have started growing your digital assets yesterday!
Marketplace for airport transfer providers
Copyright ©Netleadz 2015. All rights reserved
– Outreach is an important marketing concept, it takes many forms
– 4 Start-ups: Outreach = Reach = Visibility = Networking – Events present great outreach opportunities
– Let’s take today’s Tech Pitch for example
Audience Building – Reach out more
Copyright ©Netleadz 2015. All rights reserved
– Pre – last week you could have
• Invited investors to the event (remember the funnel)
• Connected with investors, speakers via LinkedIn / Twitter
• Contact & request a quick chat pre / post event
– During - today you could
• Put flyers on each chair, pin a poster on the wall
• Work your social media account use #4pt5 #startup
• Bring along your entire team / family members ( if only to to boost your audience vote)
– Post - tomorrow you still can
• Research & connect with all relevant attendees
• Talk about the event, your participation & win on social, blog, forums
• Book your participation in the next event and do all the above
Audience Building – Have you reached out today?
Copyright ©Netleadz 2015. All rights reserved
No Failure Please – An angel investor’s view
Fail with your own
money
Copyright ©Netleadz 2015. All rights reserved
– Early stage angel investment is a tough gig
– Take most risk, ‘waste’ time on advice, pay the highest price for dilution & failure
– Valuations are often far too high, considering achievable business milestones
• Each milestones needs to demonstrate significant measurable success
• Founders often no grasp of what it takes to build audience / no real marketing budget
• Initial funding too low to hit significant milestones – leads to drip-funding, de-focus & risk
– Don’t imply failure when pitching
• Right strategy / plan + relentless execution = successful• Your pitch, deck, b-plan and your approach to funding demonstrates your ability to execute
No Failure Please – An angel investor’s view
Copyright ©Netleadz 2015. All rights reserved
[email protected] @xavermatt @netleadz