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HOW TO MAKE A SUCCESSFUL PITCH
Imre Hild
Global Traction
About Imre
1993-1998 Cornell University, New York, USA
1998-2003 Lehman Brothers, New York, USA
2004-2008 Built HILD & OTP...
MY GOAL TODAY IS TO SHOW YOU WANT
SHOULD BE
AND WHAT
SHOULD NOT BE
IN A STARTUP PITCH
GIVE EXAMPLE OF A GOOD PITCH
FROM YOUR PAST EXPERIENCE
WHY DO WE PITCH?
REASONS FOR PITCHING
1 Form of introduction - to be followed up
Raise interest in opportunities of working with startup
2
...
What makes a good pitch
MEMORABLE
RELEVANT
ENGAGING
PITCH
A PART OF YOUR COMMUNICATION STRATEGY
DISCOVERABILITY
Articles, website, videos
ACCESSIBILITY
Conferences, Ecosystem...
THE PITCH IS A TOOL
1
To connect with audience, leave contact info at the end (or each
page)
Recruit talent, partners, men...
THREE PILLARS
1 CONTEXT, CONDITIONS
FORM
2
CONTENT
3
CONTEXT OF PITCH
Audience of the pitch – Investors, customers, partners, press
Your objective – investment, partnership, s...
Investment options into startups
Formal
Informal
Direkt
Indirect Equity
crowdfunding
(Seedrs)
Angel
groups
(Keiretsu)
Ange...
Interactivity of audiences
Audience In
Hun?
Typical stage of
startup
development
Form Usual time
limit
Print Collateral Co...
FORM/ DELIVERY OF A PITCH
1 Learn to deliver message in different ways - ‘Mom’ test
Presentation slides - 10-13 slides max...
IDEAL LENGTH OF A PITCH..?
5 minutes
3 minutes
1 minute?
30 seconds?
FORM/ DELIVERY OF A PITCH
It is OK
TO REPEAT
WHAT YOUR COMPANY
IS ABOUT
As audience attention may will slip
FORM/ DELIVERY OF A PITCH
TO AVOID:
17
1 Voice - low, fast or, monotone voice in spurts with emphasis on nothing….
Present...
PRESENTATION TECH
1 Source of distraction
Easy to overuse it
2
Be prepared for Murphy
3
CONTENT OF A PITCH
Pitch Content
How to setup a “full” pitch?
1 Overview
2 Problem
3 Solution
4 Market Size / Benefits
5 Business Model
6 Com...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem
3 Sol...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2
Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch Guidelines
How to setup a “full” pitch?
1 Overview - Short, simple, memorable. Single sentence rule.
2 Problem / Opp...
Pitch content – aviod to:
1 Describe Problem – No one’s problem
2 Solution – does not fit problem but what entrepreneur ho...
Pitch Content - to avoid:
- Hardly mention what the startup / project is about
- Slides are distracting
- “Talking about t...
AGAIN:
What makes a good pitch?
MEMORABLE
RELEVANT
ENGAGING
WHAT MAKES YOUR PITCH MEMORABLE,
RELEVANT, ENGAGING?
STORY TELLING
PROFESSIONALISM
DEMONSTRATED ABILITY TO SEE A REAL PROB...
A PITCH
https://www.youtube.com/watch?v=i6O98o2FRHw
3/16/15 36
Lessons of the pitch
• Simple form
• No slides
• Use of device (cup)
• Good, foolproof demo
• Bit edgy – seems mortal
• Re...
Tim Draper
The most important element
Of your Pitch:
E-mail: hildimre@gmail.com
T: +36709452230
Facebook: https://www.facebook.com/hildimre
Linkedin: https://www.linkedin.com/...
Conditions of a pitch
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Conditions of a pitch

Everything you need to know about a successful pitch

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Conditions of a pitch

  1. 1. HOW TO MAKE A SUCCESSFUL PITCH Imre Hild Global Traction
  2. 2. About Imre 1993-1998 Cornell University, New York, USA 1998-2003 Lehman Brothers, New York, USA 2004-2008 Built HILD & OTP Életjáradék ($120 and $80M market cap) 2009-2010 Entrepreneur in Residence at a Venture Fund 2011-2015 iCatapult - HUF 140M invested into 4 startups 2011 - Mentor for Seedcamp, StartupBootcamp, Pioneers, etc. 2011 - Hungarian Venture Capital Association 2013 - 1st Central European Startup Roadshow in New York City 2014 - Hungarian Innovation Federation 2015 - MIT Venture Lab Mentor 2015 - Digital Factory Contributing Partner - 300M into 21 startups 2015 - Global Traction - Business Development for 8 startups/scaleups 2017 - Hungarian section of V4 Startup Ecosystem Survey 2017 - 2019 Digital Startup Strategy - International Market Entry 2018 - Startup Board – Hungarian Innovation Office 2018 - EU startups, accelerators to Israel to learn Ecosystem Cooperation 2019- Mentor and coach to 6 startups
  3. 3. MY GOAL TODAY IS TO SHOW YOU WANT SHOULD BE AND WHAT SHOULD NOT BE IN A STARTUP PITCH
  4. 4. GIVE EXAMPLE OF A GOOD PITCH FROM YOUR PAST EXPERIENCE
  5. 5. WHY DO WE PITCH?
  6. 6. REASONS FOR PITCHING 1 Form of introduction - to be followed up Raise interest in opportunities of working with startup 2 Offer equity for investment 3
  7. 7. What makes a good pitch MEMORABLE RELEVANT ENGAGING
  8. 8. PITCH A PART OF YOUR COMMUNICATION STRATEGY DISCOVERABILITY Articles, website, videos ACCESSIBILITY Conferences, Ecosystem events Hiring, Ad hoc programs MARKET POSITION Customer reviews, forums, Social media, marketing messages
  9. 9. THE PITCH IS A TOOL 1 To connect with audience, leave contact info at the end (or each page) Recruit talent, partners, mentors, advisors 2 Show your competence about your industry 3
  10. 10. THREE PILLARS 1 CONTEXT, CONDITIONS FORM 2 CONTENT 3
  11. 11. CONTEXT OF PITCH Audience of the pitch – Investors, customers, partners, press Your objective – investment, partnership, sales, PR etc. Time, location, before / after facts Opportunity to connect after pitch - Interactivity
  12. 12. Investment options into startups Formal Informal Direkt Indirect Equity crowdfunding (Seedrs) Angel groups (Keiretsu) Angel Superangels VC funds Angel Syndication (angel.co) Crowdfunding (Kickstarter)
  13. 13. Interactivity of audiences Audience In Hun? Typical stage of startup development Form Usual time limit Print Collateral Control of setting? Interactions Angel Yes Pre-revenue, ‘concept’ Real time One-on-one 60 min One pager Midlevel Continuous Superangel Yes Pre-revenue, ‘concept’ Real Time One-on- one (structured) 30-45 min One pager Low Continous, less lengthy Angel Syndication (Angel.co) N/A Post-MVP, some revenue Online video and written, one-to-many 10 minute reading / pres. time From One pager to B plan Low Moderated interaction, cumbersome Angel Groups (Keiretsu) Yes Post-MVP, some revenue Real Time, In person, one-to- many Up to 30 minutes From 1 pager to B plan None Moderate questioning Early stage VC Funds Yes MVP Real Time, Presentation to inv. team 1 hour One pager, BMC, some B Plan Low Intense questioning, continous Crowdfunding (Kickstarter) Yes Concept to some revenues Online video and written, one-to-many 8-10 minutes Online video, printed support docs High Virtual, superficial Press Yes Any Written, edited 2-3 min read One pager, marketing mat. Low Virtual, non-essential
  14. 14. FORM/ DELIVERY OF A PITCH 1 Learn to deliver message in different ways - ‘Mom’ test Presentation slides - 10-13 slides max, only if they help. Letter size depends on the audience Movement - direct the eyes at you 4 Voice - the louder you speak, the slower it will be: it is a PLUS! 1 2 3 Ask for feedback - works as checkpoint 5
  15. 15. IDEAL LENGTH OF A PITCH..? 5 minutes 3 minutes 1 minute? 30 seconds?
  16. 16. FORM/ DELIVERY OF A PITCH It is OK TO REPEAT WHAT YOUR COMPANY IS ABOUT As audience attention may will slip
  17. 17. FORM/ DELIVERY OF A PITCH TO AVOID: 17 1 Voice - low, fast or, monotone voice in spurts with emphasis on nothing…. Presentation slides - Full of text (in small letters), distracting eye-candy images 2 Movement - wobbling, avoiding eye contact 4 Presentation slides - Talking to the slides, using too much lingo, professional abbreviations 3
  18. 18. PRESENTATION TECH 1 Source of distraction Easy to overuse it 2 Be prepared for Murphy 3
  19. 19. CONTENT OF A PITCH
  20. 20. Pitch Content How to setup a “full” pitch? 1 Overview 2 Problem 3 Solution 4 Market Size / Benefits 5 Business Model 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  21. 21. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem 3 Solution 4 Market Size / Benefits 5 Business Model 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  22. 22. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution 4 Market Size / Benefits 5 Business Model 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  23. 23. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits 5 Business Model 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  24. 24. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  25. 25. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  26. 26. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  27. 27. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction - Who cares already? Volume/Cost/Conversion? 8 Team / Hires 9 Financials 10 Call To Action 11 Summary / Recap
  28. 28. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction - Who cares already? Volume/Cost/Conversion? 8 Team / Hires - People you audience may care about (and also those you don’t have) 9 Financials 10 Call To Action 11 Summary / Recap
  29. 29. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction - Who cares already? Volume/Cost/Conversion? 8 Team / Hires - People you audience may care about (and also those you don’t have) 9 Financials - Metrics that show your understanding 10 Call To Action 11 Summary / Recap
  30. 30. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction - Who cares already? Volume/Cost/Conversion? 8 Team / Hires - People you audience may care about (and also those you don’t have) 9 Financials - Metrics that show your understanding 10 Call To Action - What do you need, clearly 11 Summary / Recap
  31. 31. Pitch Guidelines How to setup a “full” pitch? 1 Overview - Short, simple, memorable. Single sentence rule. 2 Problem / Opportunity - Make it obvious, support statements w/ numbers (stats etc.) 3 Solution - Differentiator / Competitive advantage? Prototype? Scaling opportunity? IP? 4 Market Size / Benefits - Market size, benefits, trends (most in audience may know about) 5 Business Model - How will you make money? Breakeven? Revenues (direct/indirect)? 6 Competitive Advantage - what you do better than the rest. Is it ‘unfair’ advantage? 7 Go-To-Market Strategy / Traction - Who cares already? Volume/Cost/Conversion? 8 Team / Hires - People you audience may care about (and also those you don’t have) 9 Financials - Metrics that show your understanding 10 Call To Action - What do you need, clearly 11 Summary / Recap - Whole pitch in one summary slide
  32. 32. Pitch content – aviod to: 1 Describe Problem – No one’s problem 2 Solution – does not fit problem but what entrepreneur holds true about it 4 Market Size – small subset of a tiny market OR never gets mentioned or bottom up 5 Business Model – we will hire sales people or W-W-A-FB
  33. 33. Pitch Content - to avoid: - Hardly mention what the startup / project is about - Slides are distracting - “Talking about talking” - Using too much lingo - Responding with a question - Brushing off any criticism 3/16/15 33
  34. 34. AGAIN: What makes a good pitch? MEMORABLE RELEVANT ENGAGING
  35. 35. WHAT MAKES YOUR PITCH MEMORABLE, RELEVANT, ENGAGING? STORY TELLING PROFESSIONALISM DEMONSTRATED ABILITY TO SEE A REAL PROBLEM OR OPPORTUNITY
  36. 36. A PITCH https://www.youtube.com/watch?v=i6O98o2FRHw 3/16/15 36
  37. 37. Lessons of the pitch • Simple form • No slides • Use of device (cup) • Good, foolproof demo • Bit edgy – seems mortal • Reasonable, approachable, no goofyness • Content • Tons of numbers (28!) – implies a LOT of research • Simple language, no lingo • Simple business plan
  38. 38. Tim Draper
  39. 39. The most important element Of your Pitch:
  40. 40. E-mail: hildimre@gmail.com T: +36709452230 Facebook: https://www.facebook.com/hildimre Linkedin: https://www.linkedin.com/in/hildimre/ Web: www.globaltraction.org Slideshare: https://www.slideshare.net/hildimre Crunchbase + relevant articles

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