Startup PR: how to pitch your startup to the world

STARTUP PRFounder Institute, 8/2/2012, Rome

You're never really done for, as long as

you've got a good story and someone to tell it to

Danny Boodman T.D. Lemon NovecentoThe Legend of 1900

if you want to be

interesting...you need a story to tell

your story is your startup

how to spreadthe story?

write the story

start telling

the story

write the story

start telling

the story

pitch the press

write the story

write your storyi d e n t i f y i n g y o u r a u d i e n c e

you have a startupphoto credit: lumaxart

http://www.flickr.com/photos/lumaxart/2136947623/

http://www.flickr.com/photos/lumaxart/2136947623/

lots of people have it too

they write about them

yes but who writes???

• what do they write?


• who gives better feedbacks?



• what kind of links do they share?




• which hashtags do they use?





• which site do they link to?






• who they answer back to? when?






• who they answer back to? when?

• who are your favorites?

interact with them(twitter, linkedin, mail)

direct contact with selected press

tell the story

write aboutyour startup

since the very beginning

share stories about your world

using their hashtags

create a community since day one

go to tumblr

tweet as a CEO• use a personal

account


account

• use hashtags used from other CEO and press


account


• istitutional news


account



• lessons you learned


account




• events


account




• events

• answer to questions you know the answer


account




• events


• share links and your opinion together


account




• events



• link your blog


account




• events



• link your blog

• share images of what you’re doing at job if you can get funny pics


account




• events



• link your blog


• update on your jobs


account




• events



• link your blog


• update on your jobs

• RT news from your and friends company account

use social network as they should be

• share interesting things

• interact with other people

• mix job and hobby

which social?• tumblr-->blog

• twitter-->news, links

• instagram-->team, milestones

• slideshare-->pitch

• youtube-->how to

• quora-->contacts, info, feedback

• facebook-->fan page, collect all the others

stay where startups stay

• buy a plush

• write your startup’s name on it

• show it when you go to an event (one event per month)

be thereangel.co

crunchbase

startupitalia.eu

Siamosoci.com

• even if you’re not looking for money

• lots of investors are here

• you are required to introduce your company (info, pitch, video...)

• it gives you contacts (maybe money)

facebook groups

• startuppami

• italianstartupscene

• indigenidigitali

• ...

how to tell the story?

pitch your mumphoto credit:Fouquier ॐ

http://www.flickr.com/photos/fouquier/5407654263/

http://www.flickr.com/photos/fouquier/5407654263/

ogni scarrafone è bello a mamma so

every mum likes his son

pitch a blond(sorry blonds, I love you all)

pitch at the traffic

lightoffer pay coffe for it

video

• YOUTUBE

• tell your story

• tell how to solve a problem

• promote team

• be funny

• or be useful

• VIMEO

• present your project

• share results

pitch the press

ready to press?

no you’ll never be

press is for milestones

alpha productcontact bloggers, ask for beta testers

pay their time testers will spread

your product

you need testers

previewpick a journalist or a blogger

(better if abroad)

public betashare announcement and press kit

to journalist and blogger offer interview, pitch via skype

launch organize something great related to your business

fundingannounce on social, share in groups like

startuppami, italianstartupscene, indigenidigitali, then notify press

press kitsaved on dropbox

• elevetor pitch

• CEO and co-founder bio

• video embeddable

• stats and essential info

• market numbers

• picture (horizontal) for the press you want to be published in

commons mistakes

• not having a clear image of what you want to communicate

• call yourself the new xxx (but it’s ok to say your are the x for y)

• multi-ping to the same person

newspapers• they are not on the Internet

• is that your audience?

• newspapers journalists rarely use social networks

• do you believe they’ll answer to your mail?

desperate times call for desperate measures

how to tell the story to the press?

this is the story

you guys have a problem and nobody

has solved it yet

I got the fixothers have it to, but mine is better

here’s how I can fix the bug

Keep It Simple Stupid

1.. 2.. 3.. done!

how to engage journalists?

• ask a question

• ask a question

• quote somebody (old is better)

• ask a question


• remeber a personal experience

• ask a question



• show facts, give stats

• ask a question




• describe the context

• ask a question





• create mental images

• ask a question






• use analogies

• ask a question






• use analogies

• go straight to the point

what they want to know• stats about your

startup: how many users/client/deal?



• when did you start working on this project?




• which is your market and how much is it valued? (quote sources)





• who are your competitors?





• who are your competitors?

• how have you managed to create a better product? how did you get the idea for it?

140 characters per answer

if it can’t be short it is not simple and nobody will understand

contacts www.silviogulizia.it

@silviogulizia

Technology

Startup PR: how to pitch your startup to the world