Having a great business idea is just the beginning! It's the way that idea is presented that makes a difference, attracts and intrigues people and gets that idea funded! Pitch Coach & Presentation Wizard of Silicon Alley, Gokce "GG" Gizer has helped over 250+ startups perfect their pitches and design their decks in New York, San Francisco, Toronto and Istanbul. Check out her insights and exercises to help you communicate your ideas through engaging and memorable pitches and in a visually appealing; making them more powerful!

1. onkaro Perfect the Pitch
& Design the Deck
Gokce Gizer
gg@onkaro.com
@gginthemorning
Providing Branding, Marketing
and Communication Design Services
November 2015

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YOU
What is your presenta;on about?
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It’s about your idea, your business, your thoughts, your efforts,
your personality, your success and what you have to say.
Yes, but that’s only a part of what your presenta;on is about.

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YOUYOUR AUDIENCE
What is your presenta;on about?
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That’s why you are there! Without the audience there’s no
presenta;on! Without you, they have no reason to be there.
It’s very simple but we tend to forget it some;mes.

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1YOUR AUDIENCE
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They are the decision makers, the ac;on takers.
Keep your audience in mind when working on your pitch and
presenta;on. Tweak it for different audiences.

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YOUR AUDIENCE
Why
MaLers?
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They care about how interes;ng what we tell them about
what we know is. You have to make it interes;ng for them by
knowing their interests and mo;va;ons.

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YOUR AUDIENCE
Know
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Do your research before you meet them. Don’t let them be
strangers! Connect with them by knowing their interests,
mo;va;ons, wants and needs. What is the ac;on you want
them to take?

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YOUR AUDIENCE
Customize and create for
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Always think about whom you are presen;ng to and where you
are doing the presenta;on. Design several versions of your
presenta;on. The value proposi;on for an end-­‐user is probably
different than the value proposi;on for a business partner.

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1
DIFFERENT
VALUE &
DIFFERENT
ASK
2
ANIMATED
SLIDES or
STATIC
IMAGES
3
HAVE FONTS,
VIDEOS,
DEMOS WITH
YOU
4
PRESENTING
OR SENDING
THE FILE
VIA EMAIL
Always think about
your audience. The
value and the ask of
a group of VCs is
different from that of
a poten;al business
partner or a client.
Have several
versions of your
presenta;on for
different audiences.
Where are you
presen;ng it? On a
screen in a mee;ng
room, on your iPad in
a coffee shop or on
paper? If you don’t
have anima;ons
always save it as a
PDF so you don’t
have to worry about
fonts and images.
Make sure you
always have your
fonts and media in
the same folder as
your presenta;on,
on a USB s;ck! Do
not count on the
internet, try not to
do a live demo, do a
prerecorded demo
instead.
The presenta;on you
are actually
presen;ng is
different than the
one that you send
out. The one you are
presen;ng should
have images or liLle
text to reinforce your
words. The one you
send out can have
more text.

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YOUR AUDIENCE
will not remember the vast majority
of what you say.
But they will remember what they
thought about what you said. And
what they felt about what you said.
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use the le side of the brain, the
analy;cal side, to ra+onalize decisions
YOUR AUDIENCE
The people in
but they make decisions with the right
side, the emo+onal, intui+ve side. 10

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YOUR AUDIENCE
Emo;onal connec;on with
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Whatever the subject maLer is, there’s always a way to make it
meaningful and relevant to your audience. There’s a way to
capture your audience’s imagina;on, and persuade them to our
point of view. That way is through emo;on.

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YOUR AUDIENCE
Entertain
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Most presenta;ons are boring. You need to make the feel like it
was ;me well spent. Humor them with real life situa;ons, don’t
make jokes.

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WHAT DO I
LIKE?
WHAT DO I
HATE?
WHAT DO I FIND
INTERESTING?
WHAT DO I FIND
BORING?
13
WOULD
I ENJOY
THIS?
Put yourself in your audience’s seat and ask yourself:

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2THE PITCH
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Your pitch determines how you recruit a team, secure an
investment, or simply get your idea across to your audience. For
a solid pitch, you need to prac;ce, record and experiment.

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THE PITCH
What is
?
15
Why you exist? Why you are different? How you make money?
It’s a combina;on of your value proposi;on, your customer
understanding and business model.

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THE PITCHis not the descrip;on of your
product or service
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THE PITCHis your idea,
it’s the vision behind that idea.
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WHYdo I need this?
would I use this?
would I switch from…?
should I invest?
do you exist?
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For _________ who need _________,
__________ provides ___________.
Unlike ____________, “Our Company”
offers ____________________.
Customer Segment Customer Problem
Primary Competitors
Points of distinction
Product or Offering Customer Benefit
Value Proposition Exercise:
Fill in the blanks for your company/ service/ product

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Value
Proposition
Canvas
20 Source: https://strategyzer.com/canvas

21. onkaro21 Source: https://strategyzer.com/canvas
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
Value Map Customer Segment
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com

22. onkaro22 Source: https://strategyzer.com/canvas
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
The set of customer
characteristics that you
assume, observe, and
verify in the market.
Customer Segment

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Customer Segment Exercise
SELECT
CUSTOMER
SEGMENT
1
IDENTIFY
CUSTOMER
JOB
2
IDENTIFY
CUSTOMER
PAINS
3
IDENTIFY
CUSTOMER
GAINS
4
PRIORITIZE
JOBS, PAINS &
GAINS
5

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Job Importance Pain Severity Gain Relevance
Important
Insignificant
Extreme
Moderate
Essential
Nice to have
Customer Segment - Prioritize

25. onkaro25 Source: https://strategyzer.com/canvas
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
The set of value
proposition benefits that
you design to attract
customers.
Value Map

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Value Map Exercise
LIST
PRODUCTS &
SERVICES
1
OUTLINE PAIN
RELIEVERS
2
OUTLINE
GAIN
CREATORS
3
RANK BY
ORDER OF
IMPORTANCE
4

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Products & Services Pain Releavers Gain Creators
Essential
Nice to Have
Essential
Nice to Have
Essential
Nice to have
Value Map - Prioritize Relevance

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THE PITCH
What are the must-­‐haves of
?
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MARKET
BIGPROBLEM
29

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right
TEAM
SOLUTION
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CLARITY
INTERESTING
HOOK
CONCRETE
PLAN
DISRUPTIVE
SUSTAINABLE
GROWTH

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ADDRESS YOUR
COMPETITOR
HEAD ON
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THE PITCH
Customize
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Your pitch is yours, you don’t need to fit into a template. Know
the important stuff and pitch differently with your own words.
Telling a story is good but don’t make up stories.

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3PRESENTATION
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Presen;ng is “the proffering or giving of something to someone” -­‐
like a gi. We are the gi when we present our ideas,
ourselves, the product of our thoughts, efforts and personality.

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PRESENTATION
Effec;ve
35
The goal of every presenta;on is to create engagement,
agreement and recall. There are two elements you can control
in your presenta;on: yourself and your material.

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People make
decisions emoOonally.
They will raOonalize
decisions based on all
the facts and figures.
Yourself and Your Materials Matter because…

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PRESENTATION
Why
MaLers?
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Why should you spend ;me and effort to make it beLer? A good
enough presenta;on will leave you in the middle of the pack. It
will not get you ahead of the pack, no;ced, and funded.

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“You and your organizaOon have the
power to change everything.
To create remarkable products and
services. To over deliver.
To be the best in the world.
How dare you squander that
resource by spreading it too thin.
How dare you se.le for mediocre just
because you’re busy coping with too
many things on your agenda, racing
against the clock to get it all done.”

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38% 55%7%
VOCALVERBAL VISUAL
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Source: Albert Mehrabian, PhD
3 components of communication and
Their impact on how we communicate with others
It’s not just what we say, but how we say it, and how we look when we say it.

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PRESENTATION
Facts about
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PUBLIC SPEAKING
America’s biggest fear is
Source: Chapman University Survey on American Fears
1
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Because we are all afraid of embarrassing ourselves. A
presenta;on is not public speaking, it’s a conversa;on, only
you do most of the talking.

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AFRAID=EXCITED
Your fear is not seen by the audience.
2
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Some of the symptoms of excitement are the same as those of
nerves, because they’re all caused by adrenaline. When your
heart’s racing, you’re experiencing buLerflies in your stomach
and you’re breathing a liLle faster – remember that some of
those feelings are because you are excited as well as afraid.

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PRESENTATION
How to be great at a
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HUMAN
Be
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Revealing that you aren't perfect makes you
more relatable and vulnerable toward the
people around you.

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AUTHENTIC
Be
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Don’t be reading off of a script. People associate
being imperfect with being authen;c. Know your
stuff but be authen;c when you are presen;ng.

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YOURSELF
Be
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Obvious ;p but use it. Show your excitement.
Prepare to present. Be humorous, but not by
telling jokes. Prac;ce out loud and record.

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4THE DECK
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The design & the structure the deck has a tremendous effect on the
percep;on of the audience. Make important decisions early on and
customize the deck for different audiences and different sefngs.

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THE DECK
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Must-­‐haves of

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onkaro.com/resources

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$CLARITY
STRONG TEAM
NUMBERSVALIDATION

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THE DECK
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Deconstruct & organize
Start outlining and planning on paper and then break it out
into sec;ons. Write every idea/ slide on a post it note. Move
them around and see how the story changes.

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1. Branding?
- What
- Why
- Essentials
2.How to Brand?
- Measure
- Development
- Mktg vs branding
3.Cases&Tips
- Storytelling: Harry’s
- Design: Tinder
- Logo: How? Colors, examples, size

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THE DECK
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Decisions for
Making design decisions early on will make your teams life easier
by giving them structure and consistency. Choose the right colors,
match a couple of fonts and decide the style of images.

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color.Adobe.com
Great tool to pick and match colors

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OPTIMISM
CLARITY WARMTH
FRIENDLY
CHEERFUL CONFIDENCE
EXCITEMENT
YOUTHFUL BOLD
CREATIVE
IMAGINATIVE WISE
TRUST
DEPENDABLE STRENGTH
PEACEFUL
GROWTH HEALTH
BALANCE
NEUTRAL CALM
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Meanings of colors

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Prefer light backgrounds with dark text

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Bodoni
Avenir
Roboto Slab
Merriweather
OSWALD
Futura
Minion
Roboto
Lato
Quattrocento
fontpair.co 57

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Do NOT use
Clipart Stock Photo Stock Photo
with Watermark

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Instead of taking pictures yourself, use
free online resources
Not this!

60. Photo Credit: Arnaud Nemrod
Compfight
Visual search engine helps
you locate images
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UNSPLASHED
GETREFE
GRATISOGRAPHY
FREE HIGH QUALITY IMAGE WEBSITES
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onkaro.com/resources

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Flaticon.com Freebiesbug.com Freebiesbug.com
Pixel-Fabric.com Freepik.com Designscrazed.org
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FREE ICON SETS FOR CONSISTENCY
onkaro.com/resources

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The Most
Important
Message
Can I
visualize
this?
Are the
numbers
visible?
Do I need to
write this?
Can I say it?
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Prioritize & Organize
Every slide should
have ONE important
idea that you ‘d like
to communicate.
Iden;fy that message
with this simple
ques;on.
It is easier to
understand images
than it is to read
bullet points. Think
about icons & images
to represent what
you are saying.
You wouldn’t want
your impressive
numbers to get lost
in the slide. So make
sure they are visible
by making them
bigger and bolder.
Your slides are there
for clarifica;on and
resonance. “Slides
should reinforce your
words, not repeat
them” says Seth
Godin.

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$150K
REVENUE
• We have 183,200 users since launch in
April 2013
• We generated $152,500 revenue from sales
in the last 12 months
• 78% of our users are woman & 22% are
men
• The majority of our users are from New York
(38,056 users)
Key Achievements & Information Key Achievements & Information
180K+
USERS
78% 22%
20%
of Users
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Can I
visualize
this?
Are the
numbers
visible?
Do I need to
write this?
Can I say it?

66. Visible & Important
Visible
May not be visible Show
Guides
Show Ruler
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Use Rulers & Guides

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If you have a slide that is almost there but something is not quite right then it
might be due to the lack of alignment and distribu;on of images and text. Use
the formafng tools both PowerPoint & Keynote offer to get everything in order.
Use Arrangement Tools for Alignment & Distribution

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Start by making your rulers and guides visible to determine the center and the
middle of your slide. Resize your shapes to make them the same size. Distribute
your shapes evenly to have balance on the slide. Based on how you place the
elements you can have different versions of the same slide.
Use Arrangement Tools for Alignment & Distribution

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Bullet points and lis;ng text might seem like the only ways to fit your content on
a slide. If you turn them into chunks that go side by side, in the middle of the
slide then you’ll not only have a beLer looking slide but everything will appear of
equal importance because they will be on the same level. Icons and images are
always good for to make your message more memorable.
Turn bullets into chunks & use representative icons

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THE GODIN THE TAKAHASHI
THE LESSIG THE KAWASAKI
One Idea per Slide Very LARGE text
Fast-Paced & Simple The 10-20-30 method
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visuals
71
Y?
U
Emotional Connection
with Your Audience
Keep asking WHY
when working on
the Pitch
Keep the Deck to the
point and simple
Be Yourself when
presenting

72. onkaro THANK YOU!
onkaro_ onkarodesign
Providing Branding, Marketing
and Communication Design Services
Contact us info@onkaro.com
for your design needs and
workshop requests.