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Pitching the Perfect Game
Wowing Angels and VCs
Bryan Rutberg | 3C Communications
with Early Growth Financial Services
Webinar | June 23, 2015
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Who are you?
Startup? Small established?
Seeking acquisition?
Established / Acquirer?
Startup?
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Lifelong communicator and relationship-builder
20 years in big business
Regular public speaker
Communications consultant and speaking coach
Principal, 3C Communications
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What we’ll discuss today
Pitching your company vs. pitchingyour product or service
Building your pitch deck
Owning the room
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Pitching product vs. company
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Building your pitch deck
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“Life involves functioning with uncertainty, but we usually don’t embrace it.”
Ari Kiev, Trading to Win
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Three types of risk
Market Product Execution
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Building your pitch deck1. Cover: Your big idea
2. Summary: Highlights of the opportunity
3. Problem: What’s the problem, for whom, and why
4. Solution: What you do and its benefits
5. Product: Your product and how it works
6. Business Model: How you make money
7. Market Opportunity: Market size and winnable share
8. Competition: Who are they and why are you better
9. Growth: Customer acquisition and retention, profitability
10. Traction: Proof they’ll buy and what they’ll pay
11. Financials: 3-5 years projections
12. Team: Who, why, and what they have done before
13. Funding: Your ask and what you’ll do with it
14. Summary: Review highlights
1. Logo/Mission/Positioning Line/Founders
2. Problem We Solve
3. Solution
4. Market size
5. Product/technology architecture
6. IP/Defensibility/Scalability chart
7. Go to market/distribution
8. Competitor matrix
9. Revenue projections
10. Advisors
11. Use of funds
12. Exit strategy
Sources: http://pitchdeckcoach.com/pitch-deck and http://earlygrowthfinancialservices.com/startup-pitch-decks-will-get-funded/
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The voice of an angel
• Clear and real problem statement
• Clear market sizing• Clear customer profile/persona.
Start with an amalgam, but quickly get to actual customer quotes and profiles as quickly as possible
• Clear on your competitors and your points of differentiation
John Sechrest, Seattle Angel Conference etc.
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The voice of an angel
• How big will you get and why? • Evidence the market cares?• Evidence the team can execute?• Angels don’t invest in development; they invest in
scale. • Prove you can win your first market, then tell me
what’s second, third, and fourth.• Watch out for Reg D 506b (link)
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Owning the room
Every timeTell me a story
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Every time
Draw me a picture
Tell me a story
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Every time
Draw me a picture
Tell me a story
Tell me what you
want
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The grand opening“You can be a millionaire…and never pay taxes. You…can have one million dollars and never pay taxes.
“You may ask me, ‘Steve, how can I have one million dollars and never pay taxes?’”
-- 1970’s Steve Martin bit
(click to play)
Can you resist listening for what’s next?
Prepare your body
• Hands out of pockets• Stand up straight – shoulders back,
chest forward• “Willing hands” at chest level• Point• Hands spread wide• Spiral staircase – how high?• Umbrella – how wet?
• Eyes – where is the audience? Who are you talking to?
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[YOUR NAME HERE], YOU ROCK!
Tell yourself you’re going to be great
“Be that person” – do it in the third person
August 7, 2014 ♦ Jessica Love
Participants were told that they faced a nerve-wracking task: to impress a member of the opposite sex, in one study, or to give a speech.
Some participants were assigned to [prepare] by speaking to themselves in the first person; the rest were instructed to address themselves using their own first name, as well as non-first-person pronouns like she, he, or you.
According to reviewers, those who’d avoided I and me in their pep talks appeared less nervous, and did a better job on the task at hand. Speaking to ourselves as though we are someone else, it seems, lets us distance ourselves from an overwhelmingly stressful experience.
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Make it memorable
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Big bold graphics
Make it memorable
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Graphs that work
Big bold graphics
Make it memorable
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Involve and
Engage
Big bold graphics
Graphs that work
Own a big roomGo big or go home
“At the Jan. 20, 2009, inauguration of President Obama, Aretha Franklin's hat nearly stole the show.”22
Own a big room
Keep it moving
Go big or go home
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Own a big room
Keep it moving
Go big or go home
1, 2, 3,Eyes on
me
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Chair the boardroomConversation
not presentation
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Chair the boardroom
Welcome to Math Camp
Conversation not
presentation
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Chair the boardroom
Welcome to Math Camp
Conversation not
presentation
“How might we?”
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Additional tips
Pitch competition Small room presentation
Key takeaways
Q&A in a pitch competition –• Look at
questioner for 10 seconds then present as normal
• Repeat the question for audience; give you thinking time
• Remember your key points and pivot to them during answers
For smaller audiences – • Could have 2
versions of deck – one with notes for pre-read or leave-behind
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On EGFS site alone…
• 5 Ways to Convey Your Passion to Potential Investors
• How Do Angel Investors Make Decisions?• Lessons From A Startup Pitch Competition• VC Fundraising: Real Advice From A Real VC• 6 Ways To Increase Your Odds of Landing Venture
Capital• Five Startup Pitch Deck Mistakes To Avoid• Startup Fundraising: What Investors Want to See• Startup Pitch Decks That Will Get You Funded
Please connect
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+1 (206) 251-6911
Follow me on Twitterhttp://twitter.com/3CComms
Connect with me on LinkedInhttp://www.linkedin.com/in/bryanrutberg