Idea

Pitching
©2017 Batangas State University
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 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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 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

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 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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 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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 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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 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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©2017 Batangas State University
 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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