pitch and launch (v. 2016 ita)

Pitch & LaunchIED, 13 Dec 2016

Lesson 9/2016

Frieda Brioschi / Emma Tracanella [email protected] / [email protected]

mailto:[email protected]

mailto:[email protected]

9. Pitch & Launch

Course program1. Start-ups

2. Business Model & Canvas

3. Value Proposition Design

4. Customers & Market

5. Activities & Costs

6. Legal basics

7. Start-up in Italy & ecosystems

8. Design & planning

9. Pitch and launch

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9. Pitch & Launch

–James Altucher

“Everyone is an entrepreneur. The only skills you need to be an entrepreneur: an ability to fail, an ability to have ideas, to sell those ideas, to execute on those ideas, and to be persistent so even as you fail you learn and

move onto the next adventure. ”

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9. Pitch & Launch

–Henry Ford

“Coming together is a beginning, keeping together is progress;

working together is success”

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9. Pitch & Launch

Pitch

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9. Pitch & Launch

Investors don’t invest in businesses. They invest in stories about

businesses.

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9. Pitch & Launch

You can tell a story in a sentence; you can tell a story in a paragraph; and you

can tell a story in a 20-minute pitch.

Startups need to do all three.

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9. Pitch & Launchhttp://mindyourpitch.com/blog/what-is-an-elevator-pitch/

What is an elevator pitch?

A (very) short speech.

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9. Pitch & Launch

http://www.ninjamarketing.it/2011/10/25/lelevator-pitch-larte-di-comunicare-unidea-in-modo-efficace-e-in-pochi-secondi/

Basics

1. Be short (less is more!)

2. Wow effect (6-10 seconds to generate curiosity)

3. Who (add some info about you)

4. KISS

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tips

9. Pitch & Launchhttp://elevatorpitchessentials.com/essays/ElevatorPitch.html

The nine C's of an effective elevator pitch

1. Concise

2. Clear

3. Compelling

4. Credible

5. Conceptual

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6. Concrete

7. Customized

8. Consistent

9. Conversational

9. Pitch & Launch

http://www.businessknowhow.com/money/elevator.htm

Six question you must answer

1. What is your product or service?

2. Which is your market?

3. What is your revenue model?

4. Who is behind the company?

5. Who is your competition?

6. What is your competitive advantage?

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9. Pitch & Launch12 http://guykawasaki.com/books/the-art-of-the-start/

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9. Pitch & Launch

Speaking• Speak slowly and enunciate

• Be excited. Your pitch should not sound memorized. Intonation, cadence, and projecting help a lot

• Be specific and concise

• Look at the audience. You don't have to make eye contact with individuals, just with areas of the crowd. People in those areas will think you've made eye contact with them

• Actually explain what you do, and be essential. Avoid unnecessary details, or repeating the same thing twice

• Don't hide the big good things because you are modest, highlight them specifically early on

• Use natural language and simple sentences, i.e. no sentences with three verbs. Don’t use words you wouldn't use in normal conversation

26 http://www.aaronkharris.com/advice-on-pitching

tips

9. Pitch & Launch

Charts & Metrics• Charts should be easy to understand, make one point with any graphic

or chart. Don't make people read charts, they'll stop listening to you!

• If you put up a graph that confuses people, they will feel stupid and stop listening

• Line graphs are better than bar graphs when showing growth

• Label your axes and use real numbers - even if they are small. The shape of the graph matters, not the absolute numbers

• Explain anomalies

• If you should be generating revenue and then show a different metric, investors will be suspicious. Be consistent


tips

9. Pitch & Launch

Slides• Titles should describe the slide. Titles should be such that, if you

remove everything else, the slide would still make sense.

• Remember that minds wander, and people check phones. When they look up, they should immediately be able to pick up the thread

• Don't use pretty, but thin, fonts. Make sure your slides are legible from far away. The purpose of a font is not to show them that you’re a designer, but to make it easy to read things.

• Screenshot slides are typically bad

• Don’t look at the screen where slides are projected. If you can, make sure that you can look at the audience, and at your laptop, without turning your head in the opposite direction.


tips

9. Pitch & Launch

More• Remove obstacles between you and the audience. Sometimes putting the

laptop on a chair helps, because it clears the space between you and the audience and helps you connect with them better.

• Be prepared for disaster. Your laptop might not show the slides; the resolution might be wrong; there might be several reasons why it won’t work. Print 5–6 copies of your slides to pass them around if needed — you can keep one copy while you present, if it helps.

• Colors should go nicely together. You don’t need to learn the theory, just pick a color scheme and stick to it. Make also sure that the color scheme allows for very readable slides.

• Slides can be used as a guide and a reference, but you should know your story well. Don’t let the slides be your guide. Use them simply as support.

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https://medium.com/@simon/some-humble-advice-on-pitching-your-startup-bf09fa5bffaf#.u3z2rqxyt

tips

https://medium.com/@simon/some-humble-advice-on-pitching-your-startup-bf09fa5bffaf#.u3z2rqxyt

9. Pitch & Launch

Launch

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9. Pitch & Launch

Robert Scoble’s recipe /1

“The best launch is if you have a product that

other people like using so much that they tell other people about it.”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

9. Pitch & Launch


“What you want to do is have a story that travels to the people who are most likely to need your product.

It all starts with a story.

So, the right way to launch is to have a story. Then try that story out on some early adopters. Do they go "no

way!" Or do they look bored?”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

9. Pitch & Launch

Amazon Go

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https://www.youtube.com/watch?v=NrmMk1Myrxc

9. Pitch & Launch

Robert Scoble’s recipe /3Start asking the right question:

• How can I get Oprah Winfrey to see my product within a year?

• How can I get to be a featured app in the Apple app store?

• How do I make a product so strategically important that Steve Jobs buys it within a month.

• How do I make a product that's so sticky and viral that it gets people to tell at least five other people about it.

34http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

9. Pitch & Launch

Robert Scoble’s recipe /4Things you need to do to launch a company:

1. Make a blog.

2. Make a YouTube video channel.

3. Start Tweeting.

4. Get a Facebook Page.

5. Get a LaunchRock or KickoffLabs site.

6. List your company on Angel List (and StartupLi.st, CrunchBase, etc).

7. Figure out the 10 journalists you want to have see your product before you launch


9. Pitch & Launch


• So, what's your story?

• A sizeable part of having a great story is also hitting the market at the right time.


pitch and launch (v. 2016 ita)

Education