The document provides guidance on pitching to potential investors or customers. It discusses what a pitch is, the purposes of a pitch, and whether pitches make a difference. It emphasizes that pitches should tell a story to convince the audience to take a specific action. The document outlines 8 key steps to a successful pitch, including highlighting a problem or pain point, presenting the solution, identifying the target customer, explaining the business model and revenue, introducing the founding team, outlining the competitive advantage, discussing competitors, and providing a clear call to action. It also discusses common pitch faults to avoid, such as focusing too much on technology or oneself. Overall, the document stresses the importance of preparing well, empathizing with the audience,

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2. 1.
What is a pitch ?
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3. A short presentation …
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4. Dedicated to one or a limiter number of
person …
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5. An entrepreneur pitch all the time …
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6. 2.
What are the purposeS
of the pitch ?
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7. Try to convince somebody you know to do
something very specific …
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8. You are supposed to know the person …
 the pitch is supposed to be adapted to
this person …
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9. You know the result immediately …
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10. Purposes of the pitch  internal ?
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11. 3.
Does it makes the difference ?
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12. Does it makes the difference ? YES !
(The Impact of Entrepreneurs’ Investor Forum Pitch Presentation Skills on Business Angels’ Initial Screening
Investment Decisions by Colin Clark - Marketing Department, Burgundy School of Business - École Supérieure de
Commerce de Dijon-Bourgogne, BP 50608 – 21006 Dijon cedex France)
The business angels’ post-presentation level of investor interest was
significantly related to their evaluations of the quality and content of the
entrepreneurs’ presentations: The higher an entrepreneur’s overall
presentation score, the greater the likelihood that the business
angels would be interested in pursuing that entrepreneur’s
investment opportunity. Presentational factors also tended to have the highest level of influence on
both the overall score an entrepreneur received as well as on business angels’ level of investor interest. However,
the business angels appeared to be unaware of or were reluctant to acknowledge the influence presentational
factors had on their investment-related decisions: The reasons they cited for their post- presentation intentions were
focused firmly on non-presentational criteria. More generally, however, comments about the entrepreneurs’
presentations centred on presentational issues relating to clarity/understandability and structure,
the level of information that was provided, the personal characteristics of the
entrepreneur, and the entrepreneurs’ ability to sell themselves and their
investment opportunity.
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13. To sell something or to attract finance ?
• Both … !
• Almost the same structure … !
• Not exactly the same composition / objective ...
• The same introduction  hook
• The same conclusion  appointment !
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14. To pitch : what does this mean ?
• To tell a story to convince somebody to do
something …
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15. Facts vs. Stories strategy
• Stories, on the other
hand, encapsulate
information, knowledge,
context and emotion into
one compact package.
• This is a right brain
activity.
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16. Outcome of a successful pitch ?
• Prepare the next stage  appointment  On – Off (good control
!)
• Create in the mind of the interlocutor a positive mindset for
future actions / success !
• Avoid useless appointments  are you in the range ($), scope
(sector, stage, …) of the investor … or for a sale pitch  do we
have some potential interest to make business together ?
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17. Duration of the Pitch ?
• 2 minutes ?
• 4 minutes ?
• 10 minutes ?
• Q&A ?
• Depends on the stage of the relationship … ?
• Depends on the country … ?
• Depends on the place … ?
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8 key steps to succeed
your (elevator) pitch ?
8 key sentences !

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1st
STEP :
“A good Hook”
 Ask a closed question
 Known answer !
 Clear customer pain
 Data ?

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1st
STEP :
“A good Hook”
 Get connected - Attract attention
 Highlight the problem, pain, need that your enterprise wants
to solve or meet  make it clear, obvious.
 Your interlocutor will project himself in the problem and be
ready to understand the value of your proposition

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2nd STEP : “Your SOLUTION”
« The SOLUTION ! »
How you can solve this very specirfic
customer pain ?
A G.O.U.S.P
PPASX ?

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2nd STEP : “Your SOLUTION”
 What is your product, service  description based on the
pain highlighted in the hook.
 Describe briefly what exactly you’ll sell  risk / value
 No technical details !
 The value must be understood  Quantify ?

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3rd STEP :
“Who’s your Customer”
« The chosen Customer ! »
Market vertical chosen !
Select and describe a vertical … and explain why !

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3rd STEP :
“Who’s your Customer”
 Who will be your customers ?
 What is their activity sector or industy ?
 Some indications on the market size
 Known market – if possible – a market test
 If possible show letters of intent

28. 4th STEP : “Where is the $$$$$$$$”
« How will you make
money ? »
Business Model ?
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 Briefly describe the business model chosen
 How will you deliver the value to the customer ?
 How will you capture the value from the customer ?
 Recurrent revenue channel ?
 Distribution, Sales, Test-case, … ?

29. 5th STEP : “Who are you ?”
« You & your team ? »
Explain who you are …
Expertise
 Complementary team
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 A lonely wolf … or a team ?
 An inventor, a manager, entrepreneur ?
 Track records
 Explain why you and your team are capable of solving the
announced problem and why you deserve to be paid for
that ?

30. 6th STEP : “Comparative Advantage ?”
« What is you U.C.A.? »
Explain why you are ≠
Explain why it is a competitive advantage
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 You not a dreamer … you know what your are talking about
… you know the value for the customer
 You know the customer & the competition  Metrics ?
 Take the angle of talking about the comparative assets of
your project, how you distinguish yourself from the existing
competition : distribution, partnership, technology, …

31. 7th STEP : “Competition?”
« Who are the Competitors ? »
It there are competitors …
great ! … There is a market !
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What are your main competitors (very figurative for the
investor) ? Why ? What is their market share ?
Competition is a good thing. It means there is a market!
Metrics

32. 8th STEP : “Closing”
« Follow-up Action ? »
Goal of the pitch is to induce a
follow-up !
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Explain what you expect from your interlocutor …
What is the next step for you ?
How to induce a follow-up concretely ?

33. A pitch is NOT …
• A technical description of your product or
technology …
• A childish attempt to persuade …
• A process of seduction …
• An abstract thing …
• Is rather convincing than persuasive  respect
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34. Some key interdependencies with the BP ?
1. Customer Pain
2. Value proposition
3. Quantifying value proposition
4. Decision making unit (DMU)
5. Identification of targets (market vertical)
6. Finance
7. Pitch and … or BP ?
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The Fault ?

36. You’ll head of a crash if … ?
1. Talk about technology
2. Talk about yourself
3. Lack empathy
4. Do not prepare enough
5. Don’t know the interlocutor
6. Waste time  disrespectful
7. Lack of confidence
8. Fishing expedition
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37. Fault 1 : Too much Technology ?
☹ Don’t talk too much about technology
☹ Technology is not a the means to an end !
☹ Technology is a way to create value
☹ We are talking about a venture, not a research
project
 Mention technology once but be ready to answer
question or to offer a demo
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38. Fault 2 : Talking about yourself ?
☹ Don’t talk about yourself all the time
☹ Pitch must be focused on them, not on you
☹ Dialogue must be focused on their interest for the
venture
 You = Team + stock of competencies and skills,
stock of experience, …
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39. Fault 3 : Lack of Empathy ?
☹ Don’t be self-centered
☹ Investors & clients do business with people they have
a relation with … People think they have such a
relation when they feel they are understood (need,
situation, pro / private / CP)
☹ Listen and keep your concentration on their
questions ?
☹ Too much preparation on the form (2muchtraining) ?
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40. Fault 4 : Lack of preparation ?
☹ Vague … no logic … no red line
☹ Lack of knowledge about the product, … or the customer pain
☹ Unable to play with the VP
☹ Don’t know the target or less knowledge of the market than the
target
☹ No BM
☹ Basic questions without answer
☹ Nothing to ask
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41. Fault 5 : Don’t know the target ?
☹ Lack of respect
☹ Lack of preparation
☹ Unable to adapt the Customer Pain
☹ Impossible to know what to ask
☹ …
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42. Fault 6 : Too long ?
☹ Lack of respect
☹ Lack of empathy
☹ Lack of preparation
☹ Unclear Value creation and/or Business model too
complex
☹ …
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43. Fault 7 : Lack of confidence ?
☹ Lack of preparation ?
☹ Lack of knowledge of the market ?
☹ Weak BM …
☹ Don’t know what you want ?
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44. Fault 8 : Fishing expedition ?
☹ No clear objectives
☹ Nothing to ask
☹ Don’t do that with Mr BIG !
☹ Change you training program !
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45. Watch the technical problem !!!!!
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Prezi ?

46. What to do if my model is complex ?
Try to use mind mapping
Tell a nice interesting story
 Think about the media tools
…
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48. 6 principles to let your pitch « stick »
• SUCCES
– S imple
– U nexpected
– C oncrete
– C credible
– E motional
– S tories
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49. One book to buy …
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I have only made this letter rather long
because I have not had time to make it
shorter.
Blaise Pascal

51. Somes movies ?
The classical video on Elevator Pitch (380.000 views) :
http://www.youtube.com/watch?v=Tq0tan49rmc
Some examples + feed-back from judges
http://www.youtube.com/watch?v=vAvErchnM_w
A finalist at the 100K$ BP Competition at MIT
Http://www.Youtube.Com/watch?V=-ddsp71oino&feature=related
10 things to know when you pitch a VC – HBR
http://www.youtube.com/watch?v=lzDBrMisLm0&playnext=1&list=PL836838DACEB391
Some good advices …
http://www.youtube.com/watch?v=q0EWScOXFpA&playnext=1&list=PLFC6C881B6B31
Some students pitching
http://www.youtube.com/watch?v=Bh5TA6S4X24&feature=relatedWE STARTUP Brussels

52. Some books ?
• Elevator Pitch Essentials:
How to Get Your Point
Across in Two Minutes or
Less  The 9C’s
• The Art of the Start: The
Time-Tested, Battle-
Hardened Guide for Anyone
Starting Anything
• Made to stick or the Art ofWE STARTUP Brussels

53. Reminder : Some key interdependencies ?
1. Customer Pain
2. Value proposition
3. Quantifying value proposition
4. Decision making unit (DMU)
5. Identification of targets (market vertical)
6. FinanceWE STARTUP Brussels

54. 1. Customer Pain ?
Notion of customer pain
Identifying current pain
Developing latent pain
Quantifying the pain
Understand needs, situation, vision, constraints, …
Create relationship when you sellWE STARTUP Brussels

55. 1. Customer Pain (2) ?
Market segmentation indispensable
Choose a vertical market subset
In relation to your offer (resources & competencies)
In relation to the market interest (customer pain,
tendency, wave, …)
Do some questioning
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56. 2. Value Proposition ?
• A value proposition is generally a clear and succinct
statement (e.g., 2-4 sentences) that outlines to potential
clients and stakeholders a company's (or individual's or
group's) unique value-creating features.
• A value proposition is a clear statement of the tangible
results a customer gets from using your products or
services.
• A value proposition is an offer to some entity or target in
which they (the possessor) get more than they give up (merit
or utility), as perceived by them.
• A value proposition is the basic reasoning for why people
should consider your product or service.
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57. 2. Value Proposition (2) ?
Some questions / issues about the VP ?
 P.P.A.S.X. ?
 Product / service / Levitt ?
 Business model ?
 Pay attention to Swiss knife syndrome !
 Make choices !!!!!WE STARTUP Brussels

58. 2. Value Proposition (3) ?
P.P.A.S.X. ?
 Product  characteristics ?
 Price  more than costs only strategy ?
 Access  distribution  PoC with client / CR ?
 Service  Levitt / whole product ?
 eXperience  feelings, emotions ?WE STARTUP Brussels

59. 2. Value Proposition (4) ?
The challenge of the Value Proposition ?
 Identify & compose the characteristics …
 … identified clients are ready to pay for …
 … with a clear differentiation …
 … while making a minimum / maximum profit …
 … being able to present it attractively / valueWE STARTUP Brussels

60. 2. Value Proposition (5) ?
USP  Unique Selling Proposition ?
 One value that distinguishes your from others
 One value that lets you dominate the offer
 The other values must meet the standards of the
competition
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61. 2. Value Proposition (6)
Value proposition can be synthetized …
–Domino’s Pizza : Fresh, hot pizza delivered to your door in
30 minutes or less, or it’s free
–FedEx : When your package absolutely, positively has to get
there overnight
–IBM : Global solutions for a small planet
–Intel : Intel inside
–Lexus : Passionate pursuit of perfection
–Visa : It is everywhere you want to be
–M&M’s : the milk chocolate melts in your mouth, not in yourWE STARTUP Brussels

62. 2. Value Proposition (7) ?
Test you VP  4C’s check :
Consistent / Logical / Durable
Concise
Clear
Credible
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63. 2. Value Proposition (8) ?
How to look for a VP ? :
 Step 1: Use your biggest benefits
 Step 2: Be unique
 Step 3: Solve an industry “pain point” or “performance
gap”
 Step 4: Be specific and offer proof
 Step 5: Condense into one clear and concise sentence
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64. 3. Quantify the Value Proposition (1) ?
Value Proposition must be quantified ?
 Measure clearly the economic & social benefits
 Move from burden / cost to return on investment
 Imposes to know the client weel  Study / prepare
 Ideally  a well documented test case
 Ideally you need to focus on a specific vertical
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65. 3. Quantify the Value Proposition (2) ?
Get into your client’s mind
Try to understand how your client currently solves
his problem
Assess the impact of your value proposition on his
processes
Calculate – Estimate the change  you need to
give a good return on investment
Be better, faster, cheaper !
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66. 3. Quantify the Value Proposition (3) ?
NIH :  In-house competition is a trap you need to manage
 Be capable of evaluating the option of in-house development
rather than evaluating your value proposition
 Economic redemption
 Learning and scale curves
 Maintenance
 Synergies
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67. 3. Quantify the Value Proposition (4) ?
How to fix prices ?
 Cost +  hmmm, not so good
 Vs competition  not so good
 Rather a benefit for the client  good
 Ideally : integrated approach of all these options
 Be creative
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68. 4. Decision Maker Unit – DMU ?
Who will you pitch to sell ? Why ?
You might have some choices ? Do you ?
Choose the good / right interlocutor regarding your
quantified value proposal …
The pitch must fit the DMU …
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69. 5. Decision Maker Unit – DMU (2) ?
Focus on ONE market subset
 Startup  lack of resources (time, money, …)
 Credibility <-> capacities
 Need to validate the BM quickly
 Know a vertical market very well, test your VP
quickly, adapt your VP, test again, validate, explain,WE STARTUP Brussels

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Some basics to remind ?