session 3 fall 2014

Pitch & NABC

5DOI

5DOI

Innovation plansChampion World-class team

Value Proposition Positioning to address important unmet need

Unique, compelling competitive advantage

Risk mitigationNABCNeeds/Approach/Benefits/CompetitionGoal: Important Need & Internal Investment

NABCNeedApproachBenefitsCompetition

Create interest to learn more

Opening: - Hook- Short Summary of company

purpose- The ask (describe the problem)

In what launch market will you start? In what launch market will you start?

Need: - Important unmet need- “pain killers”- Sense of urgency – why now?- Market ecosystem – size, disruption- Initial positioning – first customers,

growth

Innovation plan approachAnswer key questions and build excitement

Approach: - Product and/or service definition-Bring it to life – demo, story,

sample- Reference customers or partners

- Go-to-market plan- Senior management & staffing

- Expertise to make it happen

- Business Model- How to make money

Sell products & services SubscriptionGiveaway printers & sell ink Other?

Sell products & services SubscriptionGiveaway printers & sell ink Other?

Quantify meaningful valueBenefits: - Quantitative advantage & payback

- Customer value- Investor benefits – ROI, growth,

profit- Staff, partner & other stakeholder

value

Positioning to minimize riskCompetition: - Competition now & future

-Comparison-Able to perform significantly

better-Differentiated, unique &

enabling - Barriers to entry- IP, business model,

partnerships- You can own and protect- Risk mitigation plan- Address issues of

maximum risk- Ability to react to external

changes

Clear conclusion to move forward

Close: - Summary- The “ask” - What happens next- Next step

ExamplesNeed:

-Do: Our market segment is 150 MSEK/YR and growing with 20%.

-Don’t: Market is growing fast.

Approach:

-Do: We’ve developed a one-step process that replaces existing two-step process with

no loss in quality.

-Don’t: We have a smart technical solution, design...

Benefit/cost:

-Do: Our one step process reduces our cost with 50 % and gives us a expected ROI of 50% annually with a profit of 50 MSEK year 3.

-Don’t: ROI is excellent.

Competition:

-Do: Our competitor Ever Green AB uses existing two step process. We own all IP to our one step process.

-Don’t: We are better than our competitors.

A few pointers….• If you don`t grab people within the first minute, they’re

going to start checking their email.• Tell the story through the problem. It needs to be a

story about problems and solutions.• Have a plan and an idea of how you’re going to make

money.• Know your material, and keep the energy up! • When pitching directly to an investor, make sure you

say what you’re going to do with the money.• Finish strongly and sum up why someone should buy

from you or invest in your company.