Welcome Pitching Explained How to get a Winning

Welcome Pitching Explained: How to get a Winning Pitch* Presented by Roy Terry The. Primal. Pitch. com Tuesday, 18 March 2014 - Hanhai Investment Inc. , Startup University - SVSIAN *Alpha version! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Are you feeling Silly? How would you know? Pitch it! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Today in Silicon Valley A Pitching Problem? • Too crowded? too many bad pitches? • Or an opportunity? • Resolved. Your goals in this session Roy: Getting beyond slide decks. © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Goals and Agenda (1 hour!) You on track to a much better pitch by… • Layout the basics of best practice • Simplify the challenge (Where’s the Bear? ) • Have fun – It’s Showbiz! • Live practice in the room today Also: OK to play and be a little silly? © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Humor Quiz : *) 1. World’s shortest and biggest Pitch? 2. Why was Steve Jobs moody? 3. Is the pitching game more like… • A gold rush? • A TV reality or game show? • A marriage? …answers at the end… © 2014, The Primal Pitch "Pitching Explained" Roy Terry

What is a Pitch? Almost! Hollywood! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

What is a Pitch? YES! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Pitching Explained A conversation, 10 seconds to 15 minutes, designed to create interest, emotion and eventually action. We need the listener to TAKE A RISK! Purposes: • Find a co-founder • Money from your mom • Get accepted into a contest • Win a contest and find an Angel • Go to a VC office for a 1 hour meeting • “Due Diligence”! • Along the way: test validity of enterprise, test your passion and develop your passion. YOU must be the first total supporter! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Starting Points Slide Decks: “Structure & Spice” • “standard” slide lists of 10 to 15 slides (David S. Rose, Steve Austin, Nathan Gold, et al. =>See You. Tube and Slideshare • Problem, Solution, Market, Business (credit: Chris Lipp) • 10 -20 -30 Rule – Guy Kawasaki © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Starting Points: structure Slide Decks: Structure & Spice Problem, Solution, Market, Business (credit: Chris Lipp) 10 -20 -30 Rule – Guy Kawasaki It’s about YOU! (multiple authorities) © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Starting Points: style Styles are like movie genres: romance, drama, documentary, adventure… “Meet Bob, he loves to … with Suzie, but …” Hi, at xyz we do xxx and here’s why? “Today there are over xxx Million. . ” Six months ago, I set out for a normal day and then… When I found my self at the top of Mount Everest I never expected by iphone to… Watch COMMERCIALS to see how they get attention and introduce a problem. Watch winning pitches on You. Tube. © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Starting Points: Delivery • Flat? (the facts) • Cool? (“Hey what’s up? ”) • Hollywood? (Wow!) • Ideal © 2014, The Primal Pitch "Pitching Explained" Roy Terry

RESULT of Techniques? "It takes 5 or 10 minutes to figure out the point" – Jules Pieri, founder of The Grommet "The more innovative the product or service, the more you need enchantment. " – Guy Kawasaki, co-founder of Garage Technology Ventures "… They all Stink! …. " – Jessica Livingstone, co-founder of Y Combinator Bottom line: We all need more thought and practice! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Pitching Improved Practice and feed back clears Errors • Confusion (don’t put FUD in your own pitch) • Got Evidence? (if not then your audience will doubt) • Gaps (did you leave out the competition? ) • FLAT delivery with no stories or actualities? Mental, cultural, and habit blocks: Replace with 1. It’s Showbiz so just get over it! 2. Appeal to emotion AND logic 3. Use stories and dialogue to connect the parts 4. Be willing to sort of suck == maximum learning! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Where’s the Bear? BEAR == “The Problem” with passion, detail, evidence A mental shortcut to check: clarity, evidence, passion, etc. Demo in the front – Volunteer… © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Where’s the Bear? © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Where’s the BEAR? PRACTICE Groups of 3 with A, B, C practice YOUR problem statement: Listeners: Where’s the BEAR? see, hear, feel, sense? © 2014, The Primal Pitch "Pitching Explained" Roy Terry

How You Tamed the BEAR! What is your solution? Simplify, make analogies, tell a story of discovery. BEWARE! This is usually Peak Skepticism When Solution is well delivered… 1. We’re surprised and delighted = “Wow” (we’re safe from bear and you are hero!) 2. Any doubts or complications will be addressed 3. We’ll realize how competitors would have a hard time duplicating your solution 4. We’ll hear why now is the best time to strike © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Tame the BEAR In same groups of 3 with A, B, C Each spend 1 minute describing your solution (tamed the BEAR!) © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Tame BEAR For The World This is your market opportunity description, including competition, go-to-market plan. AND Business Model “HOW DO YOU MAKE MONEY? ” © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Optional: Full Room Practice 2 -3 Volunteers? © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Quiz Answers 1. World’s shortest and biggest Pitch? 2. Why was Steve Jobs moody? 3. Is the pitching game more like… • A gold rush? (just be first!) • A TV reality or game show? (no inhibitions or manners? ) • A marriage? (serious money) What do you think? © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Wrap • Follow a pitch structure!!!!! No pitch can succeed w/o a clear structure and simple language. Repetition is your friend! • If you can’t remember it’s too complicated! • Reality on your side: stories, actualities, rapport • Practice meeting objections and Q/A • Watch You. Tube and COPY the good © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Thanks! Roy Terry at the. Primal. Pitch. com • Meetup. com: SVSIAN (SV Startup Incubation Acceleration Network) • Han. Hai Investment Inc. • Meetup. com: Find Your Co. Founder • Meetup. com: Silicon Valley Entrepreneurs Toastmasters © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Thanks! © 2014, The Primal Pitch "Pitching Explained" Roy Terry

Primal Pitch Cheat Sheet! Process 1. Where’s the BEAR? 2. How did you tame that BEAR problem? 3. How will you tame that BEAR for the whole WORLD? Audience Test 1: Did you see, feel, sense, and respond to the BEAR? 2: Did you feel relieved and say “wow” when you learned the solution? 3: Did you nod and approve of the whole world plan? Spice it up! © 2014, • Tell us the pain and suffering when the bear wins. • Give a story about how you discovered and realized solution was GREAT • Quote positive comments of others: users, analysts, etc. • Give a number of people who love being free from the bear. The Primal Pitch "Pitching Explained" Roy Terry