ENGINEERING DESIGN PROCESS

MODULE 3

October 2021
Engg 401 | Introduction to Engineering 1
Engineering Design
Design is a creative planning process that leads
to useful products and systems.
There is no perfect design.
Requirements of a design are made up of criteria
and constraints.
The design process is a purposeful method of
planning practical solutions to problems.
The design process is never final; there are
always multiple solutions to a problem.

Engg 401 | Introduction to Engineering 2

Engineering Design Process
The engineering design process is a series of
steps that guides engineering teams as we
solve problems.
The design process is iterative, meaning that
we repeat the steps as many times as
needed, making improvements along the way
as we learn from failure and uncover new
design possibilities to arrive at great
solutions.

Engg 401 | Introduction to Engineering 3

Invention vs. Innovation
Invention Innovation
A device or process originated after A new improvement to an existing device
study and experiment or process

Invention
Innovations

Invention
Innovations

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Engineering Design Process
STEPS
1. Ask: Identify the Need & Constraints
2. Research the Problem
3. Imagine: Develop: Possible Solutions
4. Plan: Select a Promising Solution
5. Create: Build a Prototype
6. Test and Evaluate Prototype
7. Improve: Redesign as Needed

Engg 401 | Introduction to Engineering 5

Engineering Design Process
STEPS
1. Ask: Identify the Need & Constraints
Others call this as “define”, or to describe what is the
problem, identify who has the problem or need and
specify the potential objective or as to why is it important
to solve.
The constraints of the problem is essential to be
identified too which includes the limitations, the project
requirements, and the goal.

Engg 401 | Introduction to Engineering 6

Engineering Design Process
STEPS
1. Ask: Identify the Need & Constraints
Defining the problem is like conducting detective work.
You must examine the evidence and form some
conclusions.
• Identify and establish the need
• Develop a problem statement
• Establish criteria for success

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Engineering Design Process
STEPS
1. Ask: Identify the Need & Constraints
Preliminary criteria
Low cost
Safe
Not detrimental to the environment
Aesthetically pleasing
Simple to operate with minimum human effort
Must be disposable
Should not cause undue pain and suffering.

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Engineering Design Process
STEPS
1. Ask: Identify the Need & Constraints
Examples:
Design a vehicle that can communicate with other
vehicles to prevent accidents.
Design an athletic shoe that decreases the amount of
sprained ankles when worn on hardwood gym floors.

Engg 401 | Introduction to Engineering 9

Engineering Design Process
STEPS
2. Research the Problem
The next step is to find out the details about the
problem and to do research.
This includes collecting information through interviews
or random talking to people directly or indirectly related
to the problem, up to getting to know and investigating
existing technologies, solutions or products adaptable
to the needs.

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Engineering Design Process
STEPS
3. Imagine: Develop Possible Solutions
Brainstorm ideas. Be creative and build upon the
ideas of others.
Examples:
“Make the athletic shoe out of plastic.”
“The shoe needs to grip the floor; the bottom
should be made of rubber.”
“The ankle support should be stiff.”
“Don’t forget the air vents.”

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Engineering Design Process
STEPS
3. Imagine: Develop Possible Solutions
This way you could generate as many solutions
as possible. Encourage wild ideas and defer
judgment. Stay focused on the topic, and have
one conversation at a time. Teamwork is
important.
In the design thinking process, this step is
similar to the ideate concept.

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Engineering Design Process
STEPS
4. Plan: Select a Promising Solution
After brainstorming ideas and exploring into the
possibilities, choose a solution.
But before deciding, revisit the needs(materials and
tools) and constraints (consider environmental, cultural,
time, and financial issues), compare and weigh.

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Engineering Design Process
STEPS
4. Plan: Select a Promising Solution
After careful analysis on which qualifies most of the
requirements, select one solution and make a plan to move
forward with it starting with assigning team tasks.

Criteria:
How will the solution actually work?
What materials should I use?
What should the product look like so that people will buy it?
Constraints:
Will it be completed by the deadline?
What size should it be?
Engg 401 | Introduction to Engineering 14
Engineering Design Process
STEPS
5. Create: Build a Prototype
This concept is similar with that of the prototyping stage in the
design thinking process.
At the end of each conceptualization is the goal to materialize
the idea from sketch, to an operating version of the solution.
It could be made with different materials first than the final
version, and need not necessarily be fully polished. Prototypes
are essential for a designer to test how the solution will work
and on what areas need revision.

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Engineering Design Process
STEPS
5. Create: Build a Prototype
Is it safe for people and the environment?
Is it comfortable?
Is it affordable?
Is it aesthetically pleasing (does it look good)?
Will it last as long as it needs to?
Does it meet the criteria and constraints?
Does it work?

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Engineering Design Process
STEPS
6. Test and Evaluate Prototype
Test the prototype and evaluate if it works according to
the need.
Communicate the results and get feedback. Look for what
needs revision and improvement.

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Engineering Design Process
STEPS
6. Test and Evaluate Prototype
Methods of Implementation
Prototyping
Concurrent Engineering - ability to implement parallel design
and analysis in which safety, manufacturability, serviceability,
marketability, and compliance issues are considered early on
and during the process.
Documentation
Applying for Patents
Testing and Verification

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Engineering Design Process
STEPS
7. Improve: Redesign as Needed
Share results and continue to seek how your team could
make the solution better.
Iterate your design to make the product the best it can be.

Engg 401 | Introduction to Engineering 19

 Sample of Innovation
The football
The first footballs were made of natural materials, such as an inflated pig bladder, which
was later put inside a leather cover.

This is why some still call the football "pigskin".

Today's National Football League (NFL)
footballs are made of cowhide leather.
A inflated rubber bladder is what is on the inside
of the ball, which is then covered by several
layers of leather stitched together, then leather
laces are added down one side of the ball to
help with the grip of the ball.

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 Sample of Innovation
The football
Modern balls are designed by teams of engineers to exact specifications, with rubber or
plastic bladders, and often with plastic covers. They're oblong spheres, 11 to 11.5 inches
(27.9 to 29.2 centimeters) long and weighing between 14 and 15 ounces (397 to 425
grams). A valve is on the outside of the ball so you can pump air more easily into the
ball's bladder.

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 Sample of Innovation
The football
Once players and coaches realized the yardage that could be gained by completing a
forward pass, teams began promoting the play. The passing game influenced design
changes in football. It evolved from a watermelon shape to a more aerodynamic prolate
spheroid.

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 Sample of Innovation
The football
As you can see, the outcome of this continual cycle of innovation in the engineering of
football equipment has driven research in material sciences and the use of stronger and
more durable football equipment materials.
Engineering is not only changing the equipment, but also changing the way the players
and the game function.

Engg 401 | Introduction to Engineering 23

PROTOTYPING, RAPID PROTOTYPING,
PRETOTYPING, LOFI HIFI
MODULE 4

October 2021
Engg 401 | Introduction to Engineering 24
 Prototyping
Prototyping is a step to materialize an idea.
Prototypes:
are sample version of the product you intend
to function as a solution to a specific
problem or need
come in different forms, from the low to high
fidelity, to simple sketches to innovative
digital.

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 Prototyping
A primitive representation or version of a
product
Smith (2019) defines prototyping as building
a primitive representation or version of a
product that a design team or
front-end-development team typically creates
during the design process. The goal of
prototyping includes testing the flow of a
design solution and gathering feedback as
basis for iteration before constructing the
Engg 401 | Introduction to Engineering 26
final product.
 Prototyping
An Experimental Process
Prototyping is defined by Interaction Design Foundation as an experimental
process where design teams implement ideas into tangible forms from
paper to digital.
Teams build prototypes of varying degrees of fidelity to capture design
concepts and test on users. With prototypes, you can refine and validate
your designs so your brand can release the right products.

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 Prototyping
Building a model of a system.
University of Missouri-St. Louis defines prototyping as the process of
building a model of a system. Prototyping as an iterative process is a part of
the analysis phase of the systems development life cycle as it converts
specifications into a tangible but limited working model.
Through a physical system as a prototype, user feedback is gained and
facilitates an evaluative response that the analyst can employ to modify
existing requirements as well as in developing new ones.

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 Prototyping
Initial stage of a software release
Techopedia defines prototyping as “an initial stage of a software release in
which developmental evolution and product fixes may occur before a bigger
release is initiated. These kinds of activities can also sometimes be called a
beta phase or beta testing, where an initial project gets evaluated by a
smaller class of users before full development”.

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 Prototyping
Initial stage of a software release
Techopedia defines prototyping as “an initial stage of a software release in
which developmental evolution and product fixes may occur before a bigger
release is initiated. These kinds of activities can also sometimes be called a
beta phase or beta testing, where an initial project gets evaluated by a
smaller class of users before full development”.

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 Advantages of Prototyping
1. It involves user
Prototyping allows the inputs from the users through the testing stage, as
they try the sample version or model, and provide feedback. Being able to
seek their involvement may reduce misunderstandings and prevent
unfulfilled expectations as they may suggest changes or modify the details
of the provided working prototype.

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 Advantages of Prototyping
2. It saves money.
Since prototyping is considered an experimental process, you start with a
draft version to show the intention behind a concept to users before
investing time and money into development. Prototypes need not to be of
expensive materials and may be considered a trial version. Also, prototyping
allows early changes, thereby avoiding commitment to a single considered
ideal-version, and later incurring heavy costs due to oversights.

Engg 401 | Introduction to Engineering 32

 Advantages of Prototyping
3. Results in higher user satisfaction.
Prototypes increase the quality and amount of communication between the
developer and the end user. The user’s feedback after seeing potential
benefits, risks and costs through the prototype are used as foundation from
which to ideate towards improvements, resulting in higher user satisfaction.
Users get to have a sense of ownership with the emotional investment they
share as their feedback is valued.

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 Advantages of Prototyping
4. Exposes developers to potential future system enhancement.
Exposing the prototype to users and being open to receiving criticism and
suggestions helps you pinpoint which elements/variants work best and
which do not or those that need make-over. Sometimes, their point of view
opens up opportunities for other development or potential inspirations for
innovation or invention

Engg 401 | Introduction to Engineering 34

 Prototyping
Sample questions that might need prototyping
to answer:
screen too crowded?
action clear, or lost in clutter?
knob vs. slider for volume control?
transparent menu or solid menu?
number of files to show in selection box?

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 Prototyping
Before you build your prototype, identify:
users and tasks to build your prototype
around
requirements
goals: these are the questions that
your prototype needs to answer

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 Types of Prototype
According to fidelity:
Fidelity relates to the intricacy of the details incorporated on the prototype
and its level of functionality. Depending on the product’s development
stage, the prototype may simply be presenting a small aspect or could be
the complete picture of the entire system. The level of fidelity you choose
should be appropriate for presenting to users in user testing so they can
give focused feedback.

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 Types of Prototype
❑ Low-fidelity prototypes (Lo-Fi)
Paper-based ranging from sketches, hand-drawn concepts to print outs.
These are helpful to visualize a range of possible alternative design
solutions, promoting brainstorming among the members of the design
team, and the users.
Advantage: its simplicity makes the users feel more comfortable in
suggesting changes.

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 Types of Prototype
❑ Low-fidelity prototypes (Lo-Fi)
Disadvantage: Paper prototypes lack realism, and may limit the feedback
of the users. It may require them longer time to process as they need to
imagine how it works or how to use it as there is limitation on the offered
interaction or user experience during the testing

Samples:
Paper Prototypes Sketches Journey maps Behavior maps
Storyboards System flow diagrams
Engg 401 | Introduction to Engineering 39
 Types of Prototype
❑ Low-fidelity prototypes (Lo-Fi)

Engg 401 | Introduction to Engineering 40

 Types of Prototype
❑ High-fidelity prototypes (Hi-Fi)
Computer-based or digital making use of software.
Advantage: Hi-Fi prototypes includes its ability to be engaging. It provides
opportunity for the users to realize more of the real features of the potential
final product, and have a more valid user experience.
Disadvantage: Longer time to create, needs skills and knowledge on the
use of the software, and access to the software.
Samples: interactive prototypes, digital prototypes, and coded prototypes

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 Types of Prototype
Prototypes of iPhone 10

Engg 401 | Introduction to Engineering 42

 Types of Prototype
According to form
❑ Role-Playing or Experiential prototyping
Allows your design team to explore scenarios within the system you are
targeting physically. Role-playing is usually used for capturing and
expressing the users’ emotional experience of using a product or service
and to gain an empathic understanding of your users. Role-players reenact
situations on the experience and use of the prototype to gain insights and
seek areas for improvement. Role-playing may be used with varying levels
of detail, but the best experience happens when the physical environment of
the user is simulated.
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Engg 401 | Introduction to Engineering
 Types of Prototype
According to form
❑ Physical model
The purpose of a physical model is to bring an intangible idea, or
two-dimensional sketch, into a physical, three-dimensional plane. This
allows for much better testing with users, and it can spark discussions
about the form factor of the solution. Materials that can be used here may
range from papers, cardboards, clay, foam, or anything that can build
physical models.

Engg 401 | Introduction to Engineering 44

 Waterfall model
The waterfall model is a classical model with
a linear and sequential approach. The model
develops systematically from one phase to
another in a downward fashion. This model is
divided into different phases and the output of
one phase is used as the input of the next
phase. Every phase has to be completed
before the next phase starts and there is no
overlapping of the phases.

Engg 401 | Introduction to Engineering 45

 Rapid Prototyping
Rapid prototyping aims to develop learning experiences in a continual
design-evaluation cycle throughout the life of the project. This cycle, known
as the spiral cycle or layered approach, is considered to be iterative, meaning
that products are continually improved as the cycle continues.

Engg 401 | Introduction to Engineering 46

 Rapid Prototyping
Rapid prototyping allows the designer to start with a low fidelity medium
(such as paper and pen) and move to increasingly higher fidelity prototypes
as time goes on.
There are two types of prototypes that can be developed:
● Vertical Prototypes – in-depth functionality for a few or sample
features
● Horizontal Prototypes – entire screen or the whole prototype with no
underlying functionality

Engg 401 | Introduction to Engineering 47

Rapid Prototyping

Vertical Prototypes Horizontal Prototypes

Engg 401 | Introduction to Engineering 48

THANK YOU!
 Idea
Pitching
1
©2017 Batangas State University
 OBJECTIVES

► 1. Students will understand deeper the meaning

of Idea Pitching.

► 2. Students will define and understand the

process of Pitching their ideas.

► 3. Students will acquire knowledge about the how

to make a Good Pitch.

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 TOPICS

► Idea pitching
► Pitch Deck
► 2 Kinds of Pitch Deck Nasty Dilemmas for
Presentation
► Contents in a Deck
► Do’s and Don’t’s
► Various Pitches
► Good Pitch

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 CEO OF APPLE

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5 ©2017 Batangas State University
 PITCH DECK

A pitch deck is a presentation deck that is used

to pitch your idea or company to any number of
audiences, generally investors. One of the single
most important aspects of an effective pitch deck is
to organize it based on the audience and forum to
which it is being presented. Several key
components to a pitch deck include high level
summary slides, the problem you are addressing,
the product, the market/strategy, the team,
financials/projections and the tone you want to
convey.

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 KEYS TO POWERFUL PITCH DECK

Clear and simple

Compelling

Easy to act on

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 2 KINDS OF PITCH DECK

1. TALKING DECK

The first and most important is the deck intended for

the presentation itself or the talking deck. That’s the
one you read about most often. It should be almost
entirely images, each slide with its title and an image,
but very little text. The images are photographs,
business charts, and diagrams. It keeps the focus of
attention on the speaker, not the slides. It doesn’t
encourage the audience to read text from the slides. It
doesn’t have bullet points people will read.

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 TALKING DECK EXAMPLE

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 2 KINDS OF PITCH DECK

2. LEAVE-BEHIND PITCH OR STAND

ALONE DECK

The second kind of pitch deck could be called

the leave-behind pitch. It stands alone, to be read,
not presented. It should reflect the main
presentation and cover the same content. It might
even have the same number of slides in the same
order as the main presentation; but it has a lot
more words because its business purpose requires
that.
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 STAND ALONE DECK EXAMPLE

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 2 NASTY DILEMMAS FOR PRESENTATION

1. Audience Dilemma

► Reading slides or Listening to you

► Coming to hear from you, not Reading slides
► Ignoring the slides or Going home

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 2. Presenter Dilemma

► Self-inflicted
► Reading most everything on the slides or skip
whole sections of your own slides
► Making audience hate or Making audience
struggle to follow you
► Battling your own slides or Giving smooth talk

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 BUSINESS MODEL CANVAS

► The business model canvas is a great tool to help you

understand a business model in a straightforward,
structured way. Using this canvas will lead to insights
about the customers you serve, what value
propositions are offered through what channels, and
how your company makes money. You can also use
the business model canvas to understand your own
business model or that of a competitor!
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 CONTENTS OF BUSINESS MODEL CANVAS
1. Customer segments
List the top three segments. Look for the segments that provide the most revenue.

2. Value proposition
What are your products and services? What is the job you get done for your customer?

3. Revenue streams
List your top three revenue streams. If you do things for free, add them here too.

4. Channels
How do you communicate with your customer? How do you deliver the value proposition?

5.Customer relationships
How does this show up and how do you maintain the relationship?

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 CONTENTS OF BUSINESS MODEL CANVAS

6. Key activities
What do you do every day to run your business model?

7. Key resources
The people, knowledge, means, and money you need to run your business.

8. Key partners
List the partners that you can’t do business without (not suppliers).

9. Cost structure
List your top costs by looking at activities and resources.

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 EXAMPLE- Tap n Flush

TAP n FLUSH, A
WATER SAVING
INVENTION that
would help
everyone of you to
conserve water.

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 EXAMPLE- Tap n Flush BMC

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 CONTENTS IN A DECK

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 COMPANY OVERVIEW
A company overview (also known as company information or
a company summary) is an essential part of a business plan.

Your logo
Startup name
Your business
Problems it solves
Where you are located
Any key traction already established
Contact info
Phone (ideally your cell number)
email address

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 EXAMPLE-AIRBNB

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 MISSION/VISION OF THE COMPANY
A Mission Statement defines the company’s business, its objectives
and its approach to reach those objectives. A Vision Statement
describes the desired future position of the company.
Summary of the mission/vision of the company

Examples “Our mission is to be the enterprise solution for cyber

security holes in a company’s data storage.” “We are the mobile
solution for millennial wanting to invest in the stock market.” “We are
the Uber-like on demand solution for house cleaners.”

The “vision” can be the goal you think you could become.

Examples “Our vision is to become the leading e-commerce

company for individuals recuperating from injuries.”

Think of this slide as your 15-second compelling elevator pitch.

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 EXAMPLE-AIRBNB

23
 The Team
Highlight the key team members, their successes at other companies,
and the key expertise that they bring to the table.
Investors are really investing in you.
What is your industry and business experience?
Pictures of the key team members
Titles of the team members
Short summary of prior employment of the team showing
domain experience and relevant expertise
Advisors, consultants, and Board members (sometimes
included in this slide to bolster credibility)

Include one or two key staff members who really

round out and strengthen the team. Assemble a
strong and well respected board of advisors who are
sure to make this a success.
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 EXAMPLE-AIRBNB

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 THE PROBLEM AND SOLUTION
If you aren’t solving some problem in the world, you are going to have
a long uphill climb with your business. Use this slide to talk about the
problem you are solving and who has the problem.
How big is the problem?
Why is it important?
What is the problem that your startup or service is solving?
o What
o Why
o Why now (urgency)
o Why you have the team to accomplish it
Whom are you solving the problem for?
How is your startup solving this problem?
How is you company a part of the solution?
Why it’s better than other solutions in the market?
This deck should be carefully coordinated with the “Product” slide of the
pitch deck, as there may be some overlap.
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 EXAMPLE-AIRBNB

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 THE MARKET OPPORTUNITY
Use this slide to expand on who your ideal customer is and how
many of them there are. What is the total market size and how do you
position your company in the market?

What are the key features of the product?

Why do users care about the product?
What are the major product milestones?
What are the key differentiated features of the product?
What additional product features are planned?
The size of the market and potential size of the opportunity
Add credible sources.
This slide is really important as it will determine the potential
outcome to investors that express interest

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 EXAMPLE-AIRBNB

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 THE PRODUCT
This slide is all about showing screenshots of your product in action.

Why your product or service is unique?

What are the features and benefits?
What are the key features of the product?
Why do users care about the product?
What are the major product milestones?
What are the key differentiated features of the
product?
What additional product features are planned?

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 EXAMPLE-AIRBNB

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 THE CUSTOMERS
Make the deck about your customer, not you.

If the company has early customers, a “Customers”

slide can be powerful and add credibility.
Logos of customers that are well known are included
in this slide page.
Define Target Customers’ Age, Location (and time
zone), Language, Spending power, Patterns,
Interests, Stage of life

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 EXAMPLE-AIRBNB

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 THE COMPETITION
Every business has competition in one form or another. Even if you
are opening up an entirely new market, your potential customers are
using alternative solutions to solve their problems today.

Who are the company’s competitors?

What gives your company a competitive advantage?
What are the key differentiating features from your competitors?
Every business has competition. If you don’t know who they are,
there is a good chance you haven’t done adequate research.
Pause everything and find out.
Understanding the competitive landscape and be prepared to
answer questions about your competitors.
If you don’t understand your competitors, then the investor
may conclude that you really don’t understand the market.

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 EXAMPLE-AIRBNB

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 TRACTION
Investors want to see that you have proven some aspect of your
business model as that reduces risk, so any proof you have that
validates that your solution works to solve the problem you have
identified is extremely powerful.
What early traction has the company gotten (sales, traffic
to the company’s website, app downloads, growth metrics,
etc., as relevant)?
What strategic partnerships have been consummated?
How can the early traction be accelerated?
Press, accolades, Testimonials
What testing have you done?
What is the feedback from user engagement?
What is the trajectory of your growth?

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 EXAMPLE-AIRBNB

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 Business Model
Now that you’ve described your product or service, you need to talk
about how it makes money.
How do you make money?
What is the pricing model?
What is the long-term value of a customer?
What are the customer acquisition channels and
costs?
What is the basic business model for acquiring
customers and generating revenues?
Investors want to see that you’ve really thought this
through and have something that makes sense.

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 EXAMPLE-AIRBNB

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 THE MARKETING PLAN
Finding and winning customers can sometimes be the biggest
challenge for a startup, so it’s important to show that you have a solid
grasp of how you will reach your target market and what sales channels
you plan on using.
What key marketing channels will you use (paid search, social
media, TV, radio, email marketing, etc.)?
What early successes have you had and what channels have
worked?
What are your preliminary customer acquisition costs per
customer (and, correspondingly, what is the projected lifetime
value of a customer)?
What PR will you be employing?
What early press or buzz have you gotten?

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41 ©2017 Batangas State University
 FINANCIALS
Investors will expect to see your financials: sales forecast, income
statement (also called profit and loss statement), and cash flow forecast
for at least three years.
Three- to five-year financial projections
Unit economics
Burn rate
Key metrics that are important to the business (such as
annual recurring revenue)
Total revenue and expenses
EBITDA(earnings before interest, taxes, depreciation and
amortization)
Key assumptions
The financials slide is one that investors will spend the
most time on.

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43 ©2017 Batangas State University
 THE ASK
Finally, it’s time to actually ask for the money. Potential investors do
need to know how much money you are looking for.

How much money you are you seeking? (a range is fine)

How long you think the financing will last? (15-18 months)
What major milestones you think you will be able to reach
with the financing?
What your key use of proceeds from the investment will be?
(e.g., technology and product development, new hires,
capital expenses, marketing, etc.)
Who are your existing investors? (highlighting any
well-known investors)
What are you going to do with the money?

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45 ©2017 Batangas State University
 DO’S IN PITCH DECK

Do include this wording at the bottom left of the pitch deck cover page:
“Confidential and proprietary. Copyright (c) by *Name of Company+. All Rights
Reserved.”

Do convince the viewer of why the market opportunity is large.

Do include visually interesting graphics and images.

Do send the pitch deck in a PDF format to prospective investors in advance

of a meeting. Don’t force the investor to get it from Google Docs, Dropbox,
or some other online service, as you are just putting up a barrier to the
investor actually reading it.
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 DO’S IN PITCH DECK

Do plan to have a demo of your product as part of the in-person

presentation.
Do tell a compelling, memorable, and interesting story that shows
your passion for the business.

Do show that you have more than just an idea, and that you have
gotten early traction on developing the product, getting customers,
or signing up partners.
Do have a sound bite for investors to remember you by.
Do use a consistent font size, color, and header title style
throughout the slides.
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 DONT’S IN PITCH DECK

Don’t use a lot of jargon or acronyms that the investor may not
immediately understand.
Don’t underestimate or belittle the competition.

Don’t have your pitch deck look out of date. You don’t want a date on
the cover page that is several months old (that is why I avoid putting a
date on the cover page at all). And you don’t want information or
metrics in the deck about your business that look stale or outdated.
Don’t have a poor layout, bad graphics, or a low-quality “look and feel.”
Think about hiring a graphic designer to give your pitch desk a more
professional look.
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 DONT’S IN PITCH DECK

Don’t make the pitch deck more than 15-20 slides long (investors have limited
attention spans). If you feel you need to add more information, include it as
an appendix.

Don’t have too many wordy slides.

Don’t provide excessive financial details, as that can be provided in a

follow-up.
Don’t try to cover everything in the pitch deck. Your in-person
presentation will give you an opportunity to add and highlight key
information.

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 VARIOUS PITCHES

1. CUSTOMER PITCH

Your intro and problem/solution are still very

important, but you can probably lay off the market
talk (the customer is the market after all). Your
business model might be interesting to the client
you're going after, it's probably better to spend most
of your efforts explaining why you're better than the
competition.

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 EXAMPLE-CUSTOMER PITCH

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 VARIOUS PITCHES

2. ELEVATOR PITCH

30- to 60-second pitch. Have a clear goal. Get to

the point as quickly as possible. Be personable and
natural. PLAY jazz, not classical. Tell stories. Focus
on results and benefits. Include a call to action.
Prove you and your idea have value. Offer the
person a chance to follow up with you later.

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 EXAMPLE-ELEVATOR PITCH

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 VARIOUS PITCHES

3. Demo Day Pitch

Make them look up from their phones and lean in. Show
how much money you can make. Venture Capital pretty much
only care about growth. Quickly talk about some impressive
numbers. Show your problem and solution through a story
about an actual user. Show the problem the person had, the
solution you provided, and the benefits he or she received
because of it. Move quickly but confidently through your
model, how big the market is, how much of it you can
realistically capture, how you are going to grow. Show the
beautiful people behind the product. It's probably smart to
stick to just the core founders.

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 EXAMPLE-DEMO DAY
PITCH

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 GOOD PITCH

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 GOOD PITCH

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 GOOD PITCH KEYPOINTS

► Know whom you're pitching to and tailor your pitch

accordingly. Also, craft an exciting introduction.
► Understand the person's needs and motivations.
► Go deep into what challenges your audience faces and
create a beautiful and powerful presentation.
► Have an up-to-date rendering or mockup of your product or
film promotional or explainer videos.
► Solicit testimonials from current users or investors.

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 THANK
YOU!!!
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