CHAPTER 4

1
PITCHING THE IDEA AND
PRESENTATION

LEARNING OUTCOMES
By the end of this chapter, students will be able to:
 Understand the significance of Business Plans and Pitch Decks for
startups in effectively communicating their business idea to the public.
 Master the Art of the Elevator Pitch by crafting concise, impactful scripts
that instill confidence in investors and customers.
 Familiarize with essential rules and steps for effectively pitching ideas to
investors and customers.
 Learn techniques for leveraging the Art of Persuasion in everyday
interactions to cultivate enduring business relationships.

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CHAPTER OVERVIEW

Business Plan
Examples

Pitch Deck Format

Business Plan &

Pitch Deck Essentials
Pitch Deck

Usage of Funds

Pitch Deck Sample

Pitching the Idea & Presentation

Essentials of Elevator
Pitch
Elevator Pitch
Art of Elevator Pitch

To Investors
Pitching the Idea
To Customers

Examples from
Startups
Art of Persuasion
Social Impact

In recent years, startups have become more well-structured due to a lot of factors. The widespread
availability of information and resources via the internet has empowered aspiring entrepreneurs with
the knowledge and tools needed to create structured business plans and strategies.
The development of robust startup ecosystems, comprising incubators, accelerators, and funding
networks, has provided entrepreneurs with the necessary support and mentorship to build structured
businesses. Then the adoption of lean startup methodology has emphasized rapid experimentation
and customer feedback, leading to more structured and validated business models. Additionally, the

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increasing focus on scalability and global reach has compelled startups to adopt a more structured
approach to planning and execution.

Further, the heightened investor scrutiny has raised the bar for startups, requiring them to have well-
defined strategies and clear paths to growth to secure funding. Together, these factors have
contributed to the trend of startups being more well-structured in recent years compared to the past
decade.
Not just experienced professionals and visionaries but young entrepreneurs are preparing
themselves to enter the startup space through a variety of means, leveraging both traditional
education and modern resources. Many pursue relevant academic paths such as degrees in
business, entrepreneurship, or technology, equipping themselves with foundational knowledge and
skills. Additionally, they often seek out specialized courses, workshops, and boot camps focused on
entrepreneurship, innovation, and business management, both online and offline.
Young entrepreneurs also actively engage in networking events, industry conferences, and
mentorship programs to build connections, gain insights, and learn from experienced professionals.
They also leverage digital platforms, such as social media and online communities, to connect with
like-minded individuals, share ideas, and access valuable resources. Hands-on experience through
internships, part-time jobs, or involvement in student-run ventures further prepares them for the
challenges of entrepreneurship.
And to materialize all of these learnings and experience into one business idea, having a business
plan is extremely important. It helps entrepreneurs stay on track and make smart decisions. It also
helps them convince investors or banks to support their business. And it helps them think about and
prepare for any problems that might come up along the way.

4.1 BUSINESS PLAN AND PITCH DECK

A business plan is like a map for entrepreneurs. It shows them where they want to go with their
business and how they're going to get there. It includes things like what the business aims to
achieve, who their customers are, how much money they expect to make, and what they'll need to
do to make it happen.
Especially in the bustling startup ecosystem of India, the significance of a robust business plan
cannot be overstated, as entrepreneurs navigate the complexities of a rapidly evolving market.
Take the example of Flipkart, the e-commerce giant that reshaped India's retail landscape. In its
infancy, Flipkart's business plan articulated a vision to revolutionize online shopping in the country,

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leveraging technology and logistics to offer a seamless shopping experience. This foresight, outlined
in its plan, laid the groundwork for Flipkart's meteoric rise and eventual acquisition by Walmart,
illustrating the power of a well-thought-out strategy.
Similarly, Ola, India's homegrown ride-hailing unicorn, charted its course with a meticulously crafted
business plan that tapped into the burgeoning demand for convenient transportation solutions. With
a keen focus on market analysis, operational efficiency, and customer-centricity, Ola swiftly emerged
as a dominant player in India's mobility sector, challenging traditional modes of transportation.
Once the entrepreneur has clarity of the business plan, next what is needed is showcasing the idea
and the plan to potential investors, partners and stakeholders.
A pitch deck is a succinct and visually engaging presentation that entrepreneurs use to pitch their
business ideas to potential investors or stakeholders. Think of it as a strategic tool crafted with the
aim of persuading investors to buy into the business concept and provide financial support.
Much like a traditional business presentation, a pitch deck typically consists of a series of slides that
cover essential aspects of the business, such as the problem being solved, the solution offered, the
target market, the competitive landscape, the business model, financial projections, and the team
behind the venture.
However, what distinguishes a pitch deck is its brevity and focus on storytelling. Each slide is
carefully curated to convey a specific message or key point concisely. Visual elements like images,
charts, and graphs are strategically incorporated to enhance understanding and engagement.
The goal of a pitch deck is not only to inform but also to inspire. Entrepreneurs aim to capture the
attention of investors, evoke excitement about the business opportunity, and ultimately convince
them to invest their capital. And thus, crafting an effective pitch deck requires a combination of
strategic thinking, persuasive communication skills, and a deep understanding of both the business
and the target audience.
One of the earliest examples of a pitch deck can be found in the story of Fairchild Semiconductor, a
pioneering semiconductor company founded in 1957. Fairchild's co-founder, Sherman Fairchild,
created a set of slides to showcase the company's technology and market potential to potential
investors. These slides, which included technical diagrams and financial projections, laid the
groundwork for what would later become known as the pitch deck.

Throughout the latter half of the 20th century, as the technology industry continued to grow and
evolve, the use of pitch decks became increasingly prevalent among entrepreneurs seeking venture
capital funding. However, it wasn't until the dot-com boom of the late 1990s and early 2000s that
pitch decks truly became a standard tool in the startup ecosystem.

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During this time, the rapid proliferation of internet-based startups led to a surge in venture capital
investment, with investors eager to capitalize on the potential of emerging technologies. Pitch decks
became a vital tool for entrepreneurs to attract funding in this competitive environment, with
companies like Google and Amazon using them to secure early-stage investment.
In the years that followed, as the startup ecosystem expanded beyond Silicon Valley to cities around
the world, the use of pitch decks became even more widespread. Today, pitch decks are a ubiquitous
part of startup culture, used by entrepreneurs in industries ranging from technology to healthcare to
finance to pitch their business ideas to investors, accelerators, and potential partners.

The evolution of the pitch deck reflects the changing dynamics of entrepreneurship and venture
capital over the past century, serving as a testament to the enduring importance of clear
communication and compelling storytelling in the pursuit of funding and growth.

4.1.1 Drafting a Business Plan

A business plan serves as the blueprint for a company's vision, guiding its operations, strategies,
and growth trajectory. The components of a business plan generally include the following while the
entrepreneur is free to add more elements based on the audience it is being presented to.

BUSINESS
PLAN

Company
Description

Executive Market
Summary Analysis

Marketing Management
and Sales &
Strategy Organization

Products or Operational Financial

Services Plan Plan

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Elements of Business Plan

1. Executive Summary
The executive summary provides a snapshot of the entire business plan, summarizing key
aspects such as the business concept, market opportunity, competitive advantage, financial
projections, and funding requirements. For example, Airbnb’s executive summary highlights
its disruptive approach to the hospitality industry by connecting travelers with unique
accommodations offered by hosts worldwide.
2. Company Description
This section outlines the company's mission, vision, values, and core competencies. Take
Ather’s business plan as an example, emphasizing its mission to accelerate the world's
transition to sustainable energy through the production of electric vehicles and renewable
energy products.
3. Market Analysis
Conducting thorough market research is crucial to understanding the industry landscape,
target market demographics, market trends, and competitive analysis. Ola’s business plan,
for instance, analyzed the transportation industry, identified inefficiencies in traditional taxi
services, and recognized the potential of a technology-driven ride-hailing platform to disrupt
the market.
4. Products or Services
This section describes the company's offerings, including features, benefits, pricing strategy,
and competitive positioning. Amazon's business plan showcases its expansive product range,
competitive pricing, and customer-centric services such as Prime membership with fast
shipping and exclusive benefits.
5. Marketing and Sales Strategy
Outlining the strategies for acquiring and retaining customers is essential for business
success. Cred’s marketing plan, for example, focuses on digital marketing channels, user-
generated content, and referral programs to drive user acquisition and engagement.
6. Operational Plan
Detailing the day-to-day operations, production processes, supply chain management, and
resource allocation ensures smooth execution of business activities. McDonald's operational

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plan emphasizes standardized processes, efficient supply chain management, and employee
training to maintain consistency across its global franchise network.
7. Management and Organization
Highlighting the management team's expertise, roles, and responsibilities instills confidence
in investors and stakeholders. Google's business plan, for instance, showcases the
leadership of Larry Page and Sergey Brin, co-founders who brought innovative vision and
technical expertise to drive the company's success.
8. Financial Plan
Financial projections, including revenue forecasts, expense estimates, cash flow projections,
and funding requirements, are essential for investors to evaluate the business's potential
return on investment. Instagram’s business plan, during its early stages, projected advertising
revenue growth based on user engagement metrics and market trends, attracting investment
to fuel its expansion.

4.1.2 Business Plan Examples

I. FinTransact: Revolutionizing Financial Transactions
Executive Summary
FinTransact aims to disrupt the financial services industry by providing a seamless and secure
platform for digital financial transactions. Leveraging cutting-edge technology, including blockchain
and artificial intelligence, FinTransact will offer users a convenient and efficient way to send, receive,
and manage money globally.
Company Description
FinTransact is a fintech startup founded by a team of experienced professionals with backgrounds
in finance, technology, and entrepreneurship. Headquartered in Hyderabad, our mission is to
democratize access to financial services and empower individuals and businesses to take control of
their finances.
Market Analysis
The financial services industry is ripe for disruption, with traditional banks and payment processors
facing increasing pressure to adapt to changing consumer preferences and technological
advancements. Market trends indicate a growing demand for digital payment solutions, particularly
among younger generations and emerging markets.

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Product Offering
FinTransact's flagship product is a mobile app that allows users to securely send and receive money,
pay bills, make purchases, and manage their finances from anywhere in the world. The app will
support multiple currencies and offer low transaction fees, making it an attractive alternative to
traditional banking services.

Marketing and Sales Strategy

Our marketing strategy will focus on targeting tech-savvy individuals and small businesses through
digital channels, including social media, search engine optimization, and influencer marketing.
Additionally, we will partner with local businesses and financial institutions to promote our services
and drive user adoption.
Operational Plan
FinTransact will partner with established financial institutions and payment processors to ensure
regulatory compliance and facilitate seamless transactions. Our technology infrastructure will
prioritize security and scalability, allowing us to handle high volumes of transactions with minimal
downtime.
Management and Organization
The FinTransact team is composed of industry veterans with extensive experience in finance,
technology, product development, and marketing. Our leadership team is committed to driving
innovation and delivering value to our customers, partners, and investors.
Financial Projections
We project steady revenue growth over the next five years, driven by increasing user adoption and
transaction volume. Our financial model assumes moderate marketing expenses and ongoing
investments in technology infrastructure and product development.
Funding Requirements
FinTransact is seeking an initial round of funding to support product development, marketing
initiatives, and operational expenses. We are open to equity investment, venture debt, and strategic
partnerships with investors who share our vision for transforming the financial services industry.
FinTransact is poised to disrupt the financial services industry with its innovative digital payment
platform. By leveraging technology and focusing on user experience, we aim to revolutionize the
way people transact and manage their finances, ultimately empowering individuals and businesses
to thrive in the digital economy.

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II. GameGenius: Redefining Gaming Education and Skill Development

Executive Summary
GameGenius is a gaming startup dedicated to revolutionizing the way individuals learn and develop
skills in gaming. Through a combination of interactive online courses, personalized coaching, and
community engagement, GameGenius aims to empower gamers of all levels to reach their full
potential and excel in their favorite games.
Company Description
Based in Singapore, GameGenius was founded by a team of passionate gamers and education
experts with a shared vision of bridging the gap between gaming and education. Our mission is to
provide gamers with the tools, resources, and support they need to enhance their skills, achieve
their gaming goals, and pursue opportunities in the gaming industry.

Market Analysis
The gaming industry is experiencing unprecedented growth, driven by the increasing popularity of
esports, streaming platforms, and online gaming communities. With millions of gamers worldwide
seeking to improve their skills and compete at a higher level, the demand for high-quality gaming
education and skill development services is on the rise.
Product Offering
GameGenius offers a comprehensive suite of educational resources and services designed to help
gamers improve their skills and knowledge in a variety of games, including strategy, mechanics,
teamwork, and communication. Our platform features interactive courses, live coaching sessions,
game analysis tools, and community forums to support continuous learning and improvement.
Marketing and Sales Strategy
Our marketing strategy will focus on targeting gamers through digital channels, social media, gaming
forums, and partnerships with gaming influencers and content creators. We will also collaborate with
gaming events, tournaments, and conferences to raise awareness of our brand and attract new
users to our platform.

Operational Plan
GameGenius will leverage technology to deliver our educational content and coaching services
online, allowing users to access them anytime, anywhere. Our team of experienced coaches and
gaming experts will provide personalized feedback and guidance to help users progress and achieve
their goals.

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Management and Organization

The GameGenius team consists of gaming enthusiasts, educators, and business professionals with
diverse backgrounds and expertise in gaming, technology, marketing, and customer service. Our
leadership team is committed to creating a supportive and inclusive community where gamers can
thrive and grow.

Financial Projections
We anticipate steady revenue growth over the next five years, driven by increasing user
subscriptions, course enrollments, and coaching sessions. Our financial model assumes moderate
operating expenses, including content development, platform maintenance, and marketing
initiatives.
Funding Requirements
GameGenius is seeking investment to support platform development, content creation, marketing
campaigns, and operational expenses. We are open to equity investment, venture capital, and
strategic partnerships with investors who share our passion for gaming and education.
Activity
Develop a business plan for a restaurant where food is served by AI driven robots.

4.1.3 Making a Pitch Deck

To create a compelling pitch deck, start with a clear and concise outline covering key elements:
Problem, Solution, Market, Product, Business Model, Marketing Strategy, Team, Financials, and
Ask. Each slide should convey one key point, supported by visuals and minimal text. Focus on
storytelling, highlighting your unique value proposition and market opportunity. Practice delivering
your pitch with confidence and passion. Iterate and refine based on feedback. Remember, the goal
is to capture investors' attention, spark interest in your idea, and ultimately secure funding to bring
your vision to life.
Creating an effective pitch deck requires a combination of skills across various domains;
1. Content Development: Ability to distill complex ideas into clear and compelling messages,
highlighting key aspects of the business, such as the problem being solved, the solution
offered, market opportunity, competitive advantage, and financial projections.
2. Visual Design: Proficiency in graphic design tools to create visually appealing slides that
enhance understanding and engagement. This includes selecting appropriate fonts, colors,
images, and layouts to convey information effectively.

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3. Storytelling: Skill in crafting a narrative that captivates the audience, builds intrigue, and
communicates the value proposition of the business in a memorable way. This involves
structuring the pitch deck to flow logically from problem to solution to market opportunity to
traction and beyond.
4. Data Analysis: Ability to analyze market research, industry trends, and financial projections
to provide evidence-based support for the business case presented in the pitch deck.
5. Communication: Strong verbal and written communication skills to effectively convey
ideas, answer questions, and address concerns during the pitch presentation.

Content
Visual Design Storytelling Data Analysis Communication
Development:

4.1.4 Nine Questions every Pitch Deck needs to Answer

As an investor reviewing a pitch deck, you would prioritize clarity, credibility, and a compelling value
proposition. You shall look for a clear problem-solution fit, supported by evidence of a sizable market
opportunity and meaningful traction. The team's expertise, track record, and dedication should be
key considerations, alongside a differentiated product or service and a sustainable business model.
Financial projections should be realistic, and the funding ask should align with the company's growth
trajectory. Ultimately, you must evaluate the potential for a significant return on investment and the
team's ability to execute their vision effectively.
Investors often struggle with pitch decks that lack clarity or fail to effectively communicate the
business's value proposition. They may encounter pitch decks that are overly complex or dense with
information, making it difficult to grasp the core message. Additionally, incomplete or inconsistent
data, such as vague market sizing or unsubstantiated claims, can raise doubts about the credibility
of the business opportunity.

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Investors also face challenges when pitch decks lack a compelling narrative or fail to address key
questions about the team's capabilities, competitive landscape, or financial projections.
Furthermore, investors may find it challenging to differentiate between hype and substance,
particularly when presented with flashy visuals or buzzwords that overshadow the underlying
business fundamentals. Overall, investors struggle with pitch decks that do not effectively convey
the business's potential or fail to instill confidence in its viability and growth prospects.
To ensure that the idea and the business surrounding it is appealing to investors, every entrepreneur
must ensure these nine questions to be answered;
● What is the problem being solved?
● How Big is the Problem in terms of current and future potential of solving it?
● How are you solving this problem?

● What is the business model (how would you make money from the solution)?
● What is the Marketing Strategy?
● Who is there in the Team (Is this a Winning Team)?

● What are the current financials and what is the future realistic projection?
● How much is the Ask from Investors (Funding requirement)?

Some key funding terms commonly used in the startup and investment space:
TAM (Total Addressable Market): TAM represents the total market demand for a product or
service, measured in terms of revenue potential if a company were to capture 100% of the
market. It helps investors assess the scalability and growth potential of a startup.
SAM (Serviceable Addressable Market): SAM is a subset of TAM, representing the portion of
the market that a company can realistically target and serve with its products or services. It
helps investors gauge the market segment a startup intends to focus on.
LTV (Customer Lifetime Value): LTV is the predicted net profit attributed to the entire future
relationship with a customer. It helps investors understand the long-term revenue potential of a
startup's customer base.
CAC (Customer Acquisition Cost): CAC is the cost associated with acquiring a new customer,
including marketing, sales, and other expenses. It helps investors evaluate the efficiency of a
startup's customer acquisition strategy.
Runway: Runway refers to the amount of time a startup can operate before running out of
funds, typically expressed in months. It helps investors assess a startup's financial health and
sustainability.

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Burn Rate: Burn rate is the rate at which a startup is spending its available funds, usually
expressed as a monthly or annual figure. It helps investors understand how quickly a startup is
consuming its capital and evaluate its financial management.
Churn Rate: Churn rate is the percentage of customers who stop using a company's product
or service over a certain period. It helps investors assess customer retention and the quality of
the startup's offering.

4.1.5 General uses of Funds from investors

The use of funds from investors depends on the specific needs and priorities of the startup, as well
as the stage of development and growth trajectory. By strategically allocating funds to support key
initiatives, startups can position themselves for success and drive sustainable growth.
Investors typically provide funding to startups to support various aspects of their growth and
development. Some common uses of funds from investors include:
1. Product Development: Funding may be allocated towards research and development
efforts to enhance existing products or develop new ones. This could involve hiring
engineers, designers, and other technical talent, as well as investing in technology
infrastructure and tools.
2. Market Expansion: Funds may be used to expand the startup's market reach and customer
base. This could include marketing and advertising campaigns, sales team expansion, and
investment in customer acquisition strategies.
3. Operations and Infrastructure: Funding may be directed towards day-to-day operations
and building infrastructure to support business growth. This could include expenses related
to office space, utilities, equipment, and administrative personnel.
4. Talent Acquisition: Startups may use funds to attract top talent and build a strong team.
This could involve offering competitive salaries, benefits, and equity incentives to attract
and retain skilled employees across various functions.
5. Scaling: As startups experience growth, they may require additional resources to scale
their operations and meet increasing demand. This could involve scaling production
capacity, expanding into new markets or geographic regions, and optimizing supply chain
processes.
6. Legal and Regulatory Compliance: Startups may allocate funds towards legal and
regulatory compliance, including securing patents or trademarks, obtaining necessary
licenses or permits, and ensuring compliance with industry regulations.

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7. Research and Market Validation: Funds may be used to conduct market research,
validate product-market fit, and gather feedback from customers. This could involve
conducting surveys, focus groups, or beta testing to iterate and improve the product or
service offering.

Operations Research
Product
and Scaling and Market
Development
Infrastructure Validation

Legal and
Market Talent
Regulatory
Expansion Acquisition
Compliance

4.1.6 Differentiating between Hype and Substance (Investor’s View)

Investing in startups entails inherent risks, with a notable percentage failing within their initial years
of operation due to various factors such as market volatility, regulatory changes, and operational
challenges. Particularly in early-stage startups, uncertainties loom large, including unproven
business models and limited revenue streams. Investors may experience losses if these companies
fail to establish product-market fit or encounter difficulties scaling.
Generally, startup investments lack liquidity, making it challenging for investors to exit their positions
swiftly. Valuation challenges further compound the risks, as early-stage startups may have inflated
valuations that are difficult to justify based on traditional financial metrics. Despite these risks,
investors are drawn to startups for their potential for high returns. Mitigating these risks involves
conducting thorough due diligence, diversifying investment portfolios, and seeking professional
advice to navigate the volatile startup landscape effectively.

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Investors should look beyond the hype and focus on substance when evaluating startup
opportunities, seeking evidence-based insights, clear value proposition, realistic projections,
transparent communication, and a track record of execution to make informed investment decisions.
Differentiating between hype and substance is crucial for investors when evaluating startup
opportunities. Let us understand how to differentiate between the two;
● Evidence vs. Claims: Substance is backed by tangible evidence, such as market research,
customer feedback, or traction metrics, demonstrating the viability and potential of the
business. Hype, on the other hand, relies primarily on bold claims, buzzwords, and grand
promises without substantial evidence to support them.
● Clear Value Proposition: Substance presents a clear and compelling value proposition,
addressing a genuine need or pain point in the market with a differentiated solution. Hype
often exaggerates or oversells the value proposition, lacking specificity or clarity about how
the product or service truly adds value.
● Realistic Projections: Substance provides realistic and data-driven financial projections
based on thorough market analysis and business fundamentals. Hype tends to present overly
optimistic projections or inflated growth estimates without a solid foundation or understanding
of the market dynamics.

● Transparent Communication: Substance communicates transparently about the business

model, team capabilities, competitive landscape, and potential risks or challenges. Hype may
resort to vague or evasive communication, glossing over critical details or downplaying
potential drawbacks.
● Track Record and Execution: Substance is characterized by a track record of achievement,
proven expertise, and a demonstrated ability to execute a business plan. Hype often lacks
substance when it comes to execution, with ambitious plans failing to materialize into tangible
results or sustainable growth.

4.1.7 Pitch Deck Samples

Here is a reference Pitch Deck Format by J. Skyler Fernandes

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(https://management.buffalo.edu/content/dam/mgt/Entrepreneurship/documents/venture-university-
slide-deck-template-panasci-21.pdf)

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4.2 ART OF ELEVATOR PITCH

An elevator pitch is a concise and compelling presentation that succinctly conveys the essence of a
business idea, product, or service in the span of a short elevator ride, typically 30 seconds to 2
minutes. The term "elevator pitch" originates from the scenario of an entrepreneur unexpectedly
encountering a potential investor or stakeholder in an elevator and having only a brief moment to
pitch their idea before reaching their destination.
The importance of an elevator pitch lies in its ability to effectively communicate the value proposition
of a business in a clear, concise, and persuasive manner. It serves as a powerful tool for capturing
the attention of potential investors, customers, partners, or collaborators in situations where time is
limited, and attention spans are short.
Some examples to understand what an elevator pitch is;
UrbanClap (Now Urban Company)
"UrbanClap, now known as Urban Company, is India's leading home services platform, connecting
customers with trusted professionals for various household needs. Whether it's cleaning, repairs,
beauty services, or home improvement, our app offers hassle-free booking and reliable service
delivery. With Urban Company, you can enjoy peace of mind and quality service at your doorstep."
Policybazaar
"Policybazaar is India's largest online insurance aggregator, offering a one-stop destination for
comparing and purchasing insurance policies across categories. From health and life insurance to
car and travel insurance, our platform helps users find the best coverage at the most competitive
prices. With Policybazaar, you can protect what matters most with ease and confidence."
CRED
"CRED is India's exclusive community for creditworthy individuals, rewarding responsible credit
behavior with exclusive rewards and benefits. With our app, members can manage their credit cards,
track expenses, and earn rewards for timely payments. From cashback offers to premium
experiences, CRED celebrates financial responsibility and helps members unlock a world of perks."
Meesho

"Meesho is India's largest social commerce platform, empowering individuals to start their own online
businesses from home. With our app, resellers can discover trending products, share them with their
network, and earn commissions on sales. Whether it's fashion, beauty, or lifestyle products, Meesho
offers a low-risk and high-reward opportunity for aspiring entrepreneurs."

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Zerodha
"Zerodha is India's leading online brokerage platform, democratizing access to financial markets and
empowering investors to trade and invest with confidence. With our intuitive trading platform and
low-cost brokerage fees, we're disrupting the traditional brokerage model and putting investors in
control of their financial futures. From stocks to mutual funds, Zerodha offers a seamless investing
experience for all."

4.2.1 Essentials of an Elevator Pitch

An elevator pitch generally has no set format and can differ from person to person based on their
personality. However some frameworks that help build a strong pitch can really come handy for
entrepreneurs.
The 3Cs of Elevator Pitch
Clarity > Confidence > Compelling

Clarity Confidence Compelling

CLARITY - A good elevator pitch communicates the value proposition of the business in a clear and
understandable manner. It avoids ambiguity and uses simple language to convey the problem being
solved, the solution offered, and the unique benefits or advantages of the business.
CONFIDENCE - Being confident helps grab people's attention and makes them interested in what
the pitching entrepreneur has to say. It also shows that the entrepreneurs themselves are really
excited about the business idea. With confidence, the pitch comes across as more convincing and
memorable.
COMPELLING - An elevator pitch should be compelling and engaging, leaving a lasting impression
on the listener and prompting further interest or action. It highlights the most compelling aspects of
the business, such as its market opportunity, traction, or differentiation, and evokes curiosity or
excitement about the potential impact or value of the idea.
Once the 3Cs are ready, the pitch further should cover the following aspects;
● Problem Statement - Clearly articulate the problem your target customers are facing.
Provide context and examples to illustrate the pain points they experience. Explain the

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consequences of not addressing the problem and why it's significant enough to warrant
attention.
● Solution - Describe your solution in detail, focusing on how it directly addresses the identified
problem. Highlight the key features or components of your product or service that make it
effective and unique. Use simple language and avoid technical jargon to ensure clarity.
● Value Proposition - Clearly communicate the value your solution delivers to customers.
Highlight the specific benefits or outcomes they can expect to achieve by using your product
or service. Emphasize what sets your solution apart from competitors and why it's the best
choice for solving the problem at hand.
● Traction or Proof - Provide evidence to support your claims and demonstrate the credibility
of your business. This could include customer testimonials, case studies, success stories, or
data points showing market validation or early adoption. Quantify your achievements where
possible to add credibility to your pitch.
● Call to Action - Close your pitch with a clear and specific call to action that prompts the
listener to take the next step. Whether it's scheduling a follow-up meeting, requesting a demo
or trial, or providing contact information for further inquiries, make it easy for the listener to
engage with you further. Be confident and assertive in your call to action to encourage a
positive response.

Problem Statement

Solution

Value Proposition

Traction or Proof

Call to Action

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4.2.2 Learning the Art of Elevator Pitch

Crafting the perfect elevator pitch is not just a task; it's an art form - a masterpiece waiting to be
painted with your words, your passion, and your vision. Imagine yourself as the storyteller, weaving
a tale that captures hearts and minds in just a few short moments. With each word, you have the
power to inspire, to engage, and to leave an indelible mark on your audience.
But it's not just about storytelling; it's about persuasion - the art of convincing others to believe in
your dream, your mission, your purpose. You must paint a picture so vivid, so compelling, that they
can't help but see themselves in it, embracing your vision as their own. Speak with confidence, with
conviction, and with unwavering belief in the power of your message.

And as you stand before your audience, remember the importance of delivery - the way you move,
the way you speak, the way you connect. Look them in the eye, stand tall, and let your passion shine
through every word you utter. Practice until your pitch flows effortlessly, until it becomes a part of
you, until it becomes a symphony of inspiration that resonates with all who hear it.
But perhaps most importantly, remember the power of customization - the ability to tailor your pitch
to the needs and desires of your audience. Research, listen, and understand what drives them, what
moves them, what inspires them. And then, craft your pitch with care, with empathy, and with a
genuine desire to make a difference in their lives.
Further, in an elevator pitch, numbers play a crucial role in bolstering credibility, quantifying
achievements, and providing concrete evidence of the business's potential. Incorporating relevant
numbers can significantly enhance the impact and persuasiveness of your pitch in several ways.
It is not just about securing funding or making sales; it's about building relationships, fostering
connections, and laying the foundation for future collaboration and partnership. Whether it's
networking events, investor meetings, or chance encounters in an elevator, having a polished
elevator pitch ensures that an entrepreneur is always ready to seize opportunities and make a lasting
impression on those they meet.
So an entrepreneur must prepare a solid elevator pitch because it serves as a powerful tool for
capturing attention, generating interest, and making a memorable impression on potential investors,
stakeholders, or customers. In today's fast-paced business environment, opportunities to engage
with key decision-makers are often fleeting, and having a compelling elevator pitch can be the
difference between success and missed opportunities.

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4.3 RULES/STEPS OF PITCHING THE IDEA

Pitching the idea to investors is a critical step in securing funding and support for your business
venture. Here are some key things to remember when pitching to investors:

1. Know Your Audience: Research your investors beforehand to understand their interests,
investment criteria, and past investments. Tailor your pitch to resonate with their preferences
and priorities, demonstrating how your idea aligns with their investment thesis.

2. Focus on the Problem and Solution: Clearly articulate the problem your business solves
and the unique solution it offers. Highlight the market need or pain point and explain how your
product or service addresses it better than existing alternatives.

3. Highlight Market Opportunity: Present compelling data and statistics to illustrate the size,
growth potential, and attractiveness of the target market. Provide evidence of market demand,
trends, and opportunities to demonstrate the scalability and revenue potential of your
business.
4. Showcase Traction and Validation: Provide tangible evidence of traction, such as customer
testimonials, revenue growth, user metrics, or successful pilot programs. Show that your idea
has been validated in the market and that there is demand for your product or service.
5. Demonstrate Competitive Advantage: Clearly articulate your competitive advantage and
differentiation, whether it's through proprietary technology, unique features, or strategic
partnerships. Explain why your business is uniquely positioned to succeed and capture
market share.
6. Present a Clear Business Model: Clearly outline your business model, including revenue
streams, pricing strategy, and go-to-market plan. Show how you will monetize your idea and
achieve profitability over time.
7. Address Risks and Challenges: Be transparent about potential risks and challenges facing
your business and how you plan to mitigate them. Investors appreciate honesty and a realistic
assessment of potential obstacles.
8. Have a Strong Team: Highlight the qualifications, experience, and expertise of your team
members. Investors invest in people as much as they invest in ideas, so demonstrate why
your team is well-equipped to execute a business plan.

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9. Be Concise and Engaging: Keep your pitch concise, focused, and engaging, typically lasting
10-15 minutes with time for Q&A. Practice your delivery to ensure clarity, confidence, and
enthusiasm.
10. Follow-Up and Build Relationships: After the pitch, follow up with investors to address any
questions or concerns and provide additional information as needed. Building relationships
with investors over time can increase your chances of securing funding and ongoing support
for your business.
When pitching your idea to customers, it's essential to focus on building trust, demonstrating
value, and addressing their needs effectively. Here are some key things to remember:
1. Know Your Audience: Understand your target customers' demographics, preferences, pain
points, and motivations. Tailor your pitch to resonate with their needs and interests, showing
that you understand their specific challenges and aspirations.
2. Clearly Communicate Value Proposition: Clearly articulate the value proposition of your
product or service and how it solves a problem or fulfills a need for the customer. Focus on
the benefits and outcomes they can expect, rather than just the features.
3. Use Compelling Storytelling: Engage customers with a compelling narrative that illustrates
the journey they will embark on by using your product or service. Use real-life examples,
testimonials, or case studies to bring your story to life and evoke emotion.
4. Highlight Differentiation: Showcase what sets your offering apart from competitors and why
customers should choose you over other options. Whether it's unique features, superior
quality, or exceptional customer service, emphasize what makes your product or service
special.
5. Address Objections and Concerns: Anticipate common objections or concerns customers
may have and proactively address them in your pitch. Show how your offering mitigates risks,
overcomes obstacles, and provides value that outweighs any perceived drawbacks.
6. Provide Social Proof: Share testimonials, reviews, or endorsements from satisfied
customers to build credibility and trust. Social proof demonstrates that others have benefited
from your product or service, increasing confidence in your offering.
7. Offer a Clear Call to Action: Clearly outline the next steps customers should take to engage
with your business, whether it's making a purchase, signing up for a free trial, or contacting
you for more information. Make it easy for them to take action and move forward in the buying
process.

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 4.30 ENTREPRENEURSHIP & START-UP ECOSYSTEM

8. Listen and Adapt: Be receptive to customer feedback and questions and be prepared to
adapt your pitch based on their responses. Listen attentively to their needs and concerns,
and tailor your pitch accordingly to address them effectively.
9. Follow-Up and Nurture Relationships: After the pitch, follow up with customers to answer
any additional questions, provide further information, or offer assistance as needed. Building
and nurturing relationships with customers over time can lead to long-term loyalty and repeat
business.
10. Deliver an Outstanding Experience: Throughout the pitching process, strive to deliver an
outstanding customer experience that exceeds expectations. From initial contact to post-
purchase support, aim to delight customers at every touchpoint and leave a lasting positive
impression.

•Know Your Audience

•Focus on the Problem and Solution
•Highlight Market Opportunity
•Showcase Traction and Validation
Pitch to •Demonstrate Competitive
Advantage
Investors •Present a Clear Business Model
•Address Risks and
•Have a Strong Team
•Be Concise and Engaging
•Follow-Up and Build Relationships

•Know Your Audience

•Clearly Communicate Value
Proposition
•Use Compelling Storytelling
•Highlight Differentiation
Pitch to •Address Objections and Concerns
Customers •Provide Social Proof: Share
testimonials
•Offer a Clear Call to Action
•Listen and Adapt
•Follow-Up and Nurture Relationships
•Deliver an Outstanding Experience

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 PITCHING THE IDEA AND PRESENTATION 4.31

4.3.1 How to Pitch Effectively

● Open by saying your name, title/role, and company name (Allows audience to get familiar
with your voice before you start pitching, and it’s just polite!)

● The Quick Hook: Grab the emotional attention of the audience within the first 1 minute
● Pitch your vision, not just what you currently have or are
● Tell a story: Take your audience on an exciting upward journey with smooth transitions

● Reference things people know / understand, don’t make people think or question you.
● Show real validators to prove your points, supported by strong emotional validators
● The Right Opportunity: Clearly convey a Big Market + Big Problem + The Right Solution
● The Right Team: Qualities - Integrity, Credibility, Passion, Experienced, Knowledgeable,
Skilled, Leadership, Confidence, Commitment, Visionary, Realist, Coachable, Doers
● One Joke: Make audience laugh at least once, but don’t do a comedy routine
● <10 min presentations – Only one person presents, the CEO who can sell
● Don’t read slides or stare at the projector screen! Look forward / connect with your audience
● Don’t speak too fast, people listen better when you speak slower, and you sound wiser!
● Don’t use industry acronyms / terminology, or reference companies they won’t know
● Don’t show a video, do show a quick DEMO or screen shots (pictures fail less often)
Source: (https://management.buffalo.edu/content/dam/mgt/Entrepreneurship/documents/venture-university-
slide-deck-template-panasci-21.pdf)

4.4 ART OF PERSUASION

The art of persuasion is a powerful skill that is indispensable for startups and entrepreneurs
navigating the competitive landscape of business. Whether pitching to investors, selling products or
services to customers, or rallying support from stakeholders, the ability to effectively persuade others
is essential for achieving success and driving growth.

Why Persuasion is Useful for Startups and Entrepreneurs?

● It helps in Securing Funding
● It helps in Attracting Customers

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 4.32 ENTREPRENEURSHIP & START-UP ECOSYSTEM

● It helps in Building Partnerships

● It helps in Recruiting Talent

One of the top entrepreneurs from India who exemplifies the art of persuasion is Ratan Tata, the
former Chairman of Tata Sons, the holding company of the Tata Group, one of India's largest
conglomerates. Throughout his tenure, Ratan Tata demonstrated exceptional persuasive skills in
various aspects of business, from securing investments to leading strategic initiatives and fostering
innovation.
Ratan Tata was instrumental in persuading investors and stakeholders to support the expansion and
diversification of the Tata Group. Under his leadership, Tata Sons successfully secured strategic
investments and partnerships with global companies, including the landmark acquisition of Jaguar
Land Rover from Ford Motor Company in 2008. Tata's persuasive negotiation skills and visionary
leadership were pivotal in convincing stakeholders of the strategic value and potential of these
partnerships.
He leveraged his persuasive influence to foster a culture of innovation within the organization,
inspiring employees to think creatively, take risks, and pursue disruptive opportunities. Tata's
persuasive leadership style and commitment to innovation were evident in initiatives such as the
Tata Nano, the world's cheapest car, which aimed to revolutionize the automotive industry by making
car ownership accessible to millions of people in India.
Ratan Tata used his platform and influence to advocate for social impact and corporate responsibility
initiatives. He persuaded Tata Group companies to prioritize sustainability, ethical practices, and
community engagement, aligning business objectives with social and environmental goals. Tata's
persuasive advocacy for corporate social responsibility (CSR) and sustainable development helped
position the Tata Group as a leader in responsible business practices and earned him widespread
admiration and respect.
His genuine empathy enabled him to build trust and forge lasting relationships with stakeholders,
including employees, customers, investors, and government officials. His ability to connect
authentically with people from diverse backgrounds and cultures contributed to the Tata Group's
reputation for integrity, reliability, and ethical leadership. Tata's persuasive leadership style and
commitment to building meaningful relationships have been instrumental in sustaining the Tata
Group's legacy of success and resilience over the years.
Learning from stalwarts like Ratan Tata, a lot of entrepreneurs have exemplified the art of persuasion
in the way they have expanded their businesses.

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Licious
Licious is a Bengaluru-based startup that offers fresh, high-quality meat and seafood products
delivered to customers' doorsteps. The company has used persuasive storytelling through its
marketing campaigns to highlight the quality and freshness of its products, emphasizing the farm-
to-fork journey and the stringent quality standards employed in sourcing and processing. By
engaging customers with compelling narratives about the origin and journey of their food, Licious
has successfully persuaded consumers to trust its brand and make the switch to online meat
ordering.

Dunzo
Dunzo is a hyperlocal delivery startup based in Bengaluru that offers on-demand delivery services
for groceries, medicines, food, and more. The company has employed persuasive pricing strategies,
such as offering competitive delivery fees and discounts for first-time users, to attract customers and
incentivize them to try its services. Additionally, Dunzo has leveraged persuasive communication
through its app interface, using clear and concise messaging to guide users through the ordering
process and encourage repeat usage.
Toppr
Toppr is an edtech startup that provides personalized learning solutions for students preparing for
exams. The company has used persuasive marketing techniques, such as targeted advertising and
social proof, to attract new users and drive engagement. By showcasing success stories and
testimonials from satisfied students who have achieved academic success with Toppr's platform, the
company has effectively persuaded parents and students to choose its services over traditional
tutoring methods
Cred
Cred is a fintech startup based in Bengaluru that offers rewards and benefits for credit card users
who pay their bills on time. The company has employed persuasive gamification techniques through
its app, such as offering exclusive rewards and incentives for achieving high credit scores and
maintaining good financial habits. By tapping into users' desire for status and recognition, Cred has
successfully persuaded consumers to adopt responsible credit card behavior and become loyal
users of its platform.

Tjori
Tjori is an Indian e-commerce startup that specializes in selling handmade and artisanal products,
including clothing, accessories, and home decor items. The company has used persuasive content

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marketing strategies, such as storytelling and lifestyle branding, to connect with consumers on an
emotional level and evoke desire for its products. Through visually appealing imagery, compelling
product descriptions, and narratives that highlight the craftsmanship and cultural significance of its
offerings, Tjori has persuaded customers to make purchases based on the value and authenticity of
its products.
Cure.fit
Cure.fit is a health and fitness startup offering a range of services, including fitness classes, healthy
meals, and mental wellness programs. The company has employed persuasive marketing
techniques, such as social proof and scarcity, to encourage sign-ups and conversions. By
showcasing testimonials from satisfied customers and highlighting limited-time offers or exclusive
discounts, Cure.fit persuades users to take action and commit to their health and wellness goals.
Wakefit
Wakefit is a direct-to-consumer mattress brand that offers premium-quality mattresses at affordable
prices. The company has employed persuasive pricing strategies, such as value-based pricing and
price anchoring, to position its products as high-quality alternatives to traditional mattress brands.
By offering transparent pricing and highlighting cost savings compared to competitors, Wakefit
persuades customers to choose its mattresses over other options in the market.
These examples demonstrate how Indian startups have effectively employed persuasive techniques
in various aspects of their business, from marketing and pricing strategies to user experience design
and content marketing. By understanding the psychology of persuasion and leveraging persuasive
communication strategies, these startups have successfully influenced consumer behavior, built
brand loyalty, and achieved growth and success in competitive markets.

4.4.1 Art of Persuasion - Social Impact Initiatives to Learn From

Organizations in India are using the art of persuasion to drive positive social change, mobilize
communities, and address pressing societal challenges. By leveraging persuasive communication
strategies, storytelling techniques, and grassroots advocacy efforts, these organizations are
inspiring action, fostering empathy, and catalyzing meaningful change at the individual, community,
and systemic levels.
Swachh Bharat Mission (Clean India Campaign)

Launched by the Government of India in 2014, the Swachh Bharat Mission is a nation-wide
cleanliness campaign aimed at achieving the vision of a Clean India. The campaign has employed
persuasive communication strategies to mobilize citizens, organizations, and communities to

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 PITCHING THE IDEA AND PRESENTATION 4.35

participate in cleanliness drives, adopt hygienic practices, and contribute to the mission's objectives.
Through persuasive messaging, public awareness campaigns, and community engagement
initiatives, the Swachh Bharat Mission has successfully inspired millions of Indians to take action
towards creating a cleaner and healthier environment.
SayTrees

SayTrees is a Bengaluru-based non-profit organization dedicated to environmental conservation and

tree plantation initiatives. The organization has leveraged persuasive storytelling and grassroots
advocacy to raise awareness about the importance of tree planting and biodiversity conservation.
Through compelling narratives, educational workshops, and community outreach programs,
SayTrees persuades individuals and communities to participate in tree plantation drives, adopt
sustainable practices, and become stewards of the environment. By inspiring action and fostering a
sense of ownership among stakeholders, SayTrees has made significant contributions to
reforestation efforts and environmental sustainability in India.
Breakthrough India

Breakthrough India is a human rights organization that works to promote gender equality and end
violence against women and girls in India. The organization uses persuasive advocacy and social
mobilization strategies to challenge harmful gender norms, empower women and girls, and advocate
for policy reforms. Through multimedia campaigns, storytelling workshops, and community-led
initiatives, Breakthrough India persuades individuals, communities, and policymakers to recognize
the importance of gender equality, challenge discriminatory practices, and take collective action to
create a more inclusive and equitable society. By catalyzing social change and fostering solidarity
among diverse stakeholders, Breakthrough India contributes to building a more just and gender-
responsive India.

SUMMARY
Pitch decks and elevator pitches are essential tools for entrepreneurs seeking to communicate their
business ideas, vision, and value proposition effectively to potential investors, partners, and
customers. A pitch deck is a visual presentation that provides an overview of the business, including
its market opportunity, product or service offering, business model, and financial projections. It
serves as a concise and compelling way to convey key information and generate interest in the
business. Similarly, an elevator pitch is a brief, persuasive speech that succinctly communicates the
essence of the business in the time it takes to ride an elevator. Entrepreneurs can use pitch decks

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 4.36 ENTREPRENEURSHIP & START-UP ECOSYSTEM

and elevator pitches effectively by crafting compelling narratives, focusing on the problem and
solution, highlighting unique advantages, and engaging their audience through storytelling and
persuasion. Confidence plays a crucial role in presenting a pitch deck, as it helps entrepreneurs
convey credibility, conviction, and enthusiasm for their business. To be confident, entrepreneurs
should prepare thoroughly, practice their delivery, and believe in the value of their business
proposition. By mastering the art of persuasion and cultivating confidence, entrepreneurs can
increase their chances of success in pitching their business ideas and securing support for their
ventures.

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TEST YOUR KNOWLEDGE

Multiple Choice Questions (MCQs)

1. Kumar was looking for somebody who could help him understand market research, industry
trends, and financial projections to provide evidence-based support for the business case
presented in the pitch deck. Which skill is he looking for in a candidate of choice?
(a) Content Strategy
(b) Data Analysis
(c) Storytelling
(d) Communication
2. During a customer pitch at a local flea market, Sharmishtha was asked to explain how her
baby care product range will ensure health concerns of sensitive babies. Which aspect of her
pitch should she focus on to answer them?
(a) Highlight Differentiation of her products
(b) Communicate the Value Proposition of her products
(c) Share the Call to Action with Investors
(d) Address the Objections and Concerns with sensitivity
3. What does Runway mean in Startup terms?
(a) Runway refers to the amount of time a startup can operate before running out of funds.
(b) Runway refers to the platform where investors invest in businesses so they can take
the first flight of launching the product in market
(c) Runway refers to the first prototype of the company which sets the runway for further
versions to be successful
(d) Runway refers to the first funding round which catapults the business to scale up
rapidly
4. Manita wanted her husband, also her co-founder, to get professional training in being a great
storyteller. She, being a strong believer of the power of persuasion, wanted him to learn to
encapsulate the listener's thoughts, but he was adamant that businesses’ numbers alone
were enough to persuade an investor or a customer to buy the idea. Which of the following
arguments could go against Manita while convincing her co-founder?

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 4.38 ENTREPRENEURSHIP & START-UP ECOSYSTEM

(a) Persuasion helps in building strong storyline

(b) Persuasion might come across as greed at times to customers and investors
(c) Persuasion helps in building long-term partnerships
(d) Persuasion may pose threats while recruiting smart analytical talent
5. Joolrie, an online jewelry brand, manufacturing artificial jewelry at its workshops across
Rajasthan planned to streamline its production by bringing in high standardization in certain
processes apart from designing and creatives. Which aspect of the business plan would this
decision form part of?
(a) Financial Plan
(b) Organizational Plan
(c) Sales Strategy
(d) Operational Plan
6. Which of the following is NOT a common slide in a pitch deck?
(a) Market Analysis
(b) Competitive Analysis
(c) Detailed Financial Statements
(d) Team Members

Answers to Multiple Choice Questions (MCQs)

1. (b) 2. (d) 3. (a) 4. (b) 5. (d)
6. (c)

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