Pitching & Passion ClinicPete Cooper@pc0

The Start Society

THESTART

SOCIETY@startsoc #startoz

TodayTell ‘em what you’re gonna tell ‘em

Pitch Funnel

New Tech Landscape - Disruptor or Server

Shaping Your Startup - Personal vs. Process

Nourishing - Getting real

Ingredients - Meat and potatoes process

Tips, Recap, Wrap

Lots more resources

- Google ‘Pete Cooper Slideshare’- The Start Society search ‘ecosystem’- @pc0- @startsoc- Join StartSoc

Pitch Funnel

3 seconds - name and strap line e.g. elevator

30 seconds - ‘you know how’ pitch short form e.g. elevator, first meet, card

3 minutes - ‘you know how’ pitch long form

30 minutes - 30 seconds plus pitch slide pack (whiteboard backup) eg. board room

3 hours - 30 minutes plus extended Q& A e.g. investment

New Tech Landscape

IT

‘Dedicated Service Providers’

Digital Creative Agencies

‘IndependentService Providers’

Tech Startups

‘DisruptiveProduct Providers’

Tech

Shaping Your Startup

Idea/Market = Creative + Rational

Brand = Creative + Rational

Pitching = Creative + Rational

Choice: Design

Journey &Passion

Choice: Format/Process

Choice: Communications

Passion

If you don’t love it you might as well go and work in a grey cubicle on someone else’s dream.

If you don’t love it you can’t win.Build a team that is inspired.Get investors to buy in.Fans not clients.Media.

If you don’t love it -- Selling is harder- Long races are harder- Vision is evasive- Short term product vs long term

category changer

Passion

Means different things to different people.

There is no one answer.

But the signs are unmistakable.

Power: Does it energise you?

Enduring: Do you still care about it the next day, week, month, year, decade?

Heart: Do you feel emotion about it (positive or negative or mixed or complex all fine - just not neutral or detached).

Brand

What is branding?

Identity - you/company/product/intertwined

Name

Visual identity

Sound or sound or texture or style ‘palette’

Sensory experience, may vary by channel

Channel - web, mobilecall centre in/out, print, email...

The Five Points

Know yourself (inputs/reputation/aspirations)

Brand categorisation (types)

Typical approaches (process/ranking/resources)

Test (good/bad/contextually)

Repeat until happy. Endlessly.

Know: Be self aware. We all have a brand already.

Know yourself.

First impressions count?

But what percentage of the world/country/city/room actually know you?

What are you all about?

Know: What you stand for, and what others think.

For example ...

Design, Trust, Value For Money, Values, Sophisticated, Simple,

Minimalist … your turn.

Know: Your space, segment, tribe ...

For example ...

Financial planning; Dog toys; Cyber security for Satellites

Handcrafted originals

Trusted advice for tech startups

… your turn.

Categorisation: Typical Types

Evocative (e.g virgin/apple - progressive but not conservative)

Invented (e.g. google - unique/memorable but slow uptake)

Experiential (e.g safari/explorer - sensing but becomes common)

Functional (e.g. online-vet.com - self explanatory but not distinctive)

Typical Approach: Process Steps

Conceptual Brainstorm / Ideation - no bad ideas

Differentiation/Positioning - by horizons (short, medium, long term) and by scenario (funded, unfunded etc)

Analyse Competitors

Name Generation & Scoring - at least 10 to 20, ideally 100+

Check availability

Typical Approach: Name Scoring Matrix Ranking

Unique/Short/Distinctive

Energy/Reach/Depth/Power

Humanity/Natural/PlainLanguage

Sound/PubTest/

Trademark

Nourishing

Nourishment

The Real Why -

● Personal Motivation; ● USP/WIIFM

The Real How -

● Clarity (Expert Laser Focus); ● Passion (Eyes wide energy); ● Persistence (Force of nature); ● Perception (Trust)

The Real What -

● Have you done the work? ● Tangible vs. Intangible; Show it!● Up/Down Brands; ● Momentum

Ingredients

Pitch Ingredients

Why

Who

What

Where

When

How

Why Pitch?

Investment

Talent

Awareness

Partners

Customers

Retention

Product

Business

Investment

Education

Opportunity

Trust - Momentum - Story

Who to Pitch?

Investors + Mentors + Advisors

Co Founders

Employees

Prospective Team/Customers/Partners

Partners (e.g distributors, financiers)

Customers

Retention

Product

Business

Investment

Education

Opportunity

Trust - Momentum - Story

What

You know how

<problem>

What we do is

<solution>

In fact

<differentiator; memorable; usp>

Where to Pitch?

Elevator

Board Room

Peers

Demo Day

Public

Anytime

Retention

Product

Business

Investment

Education

Opportunity

Trust - Momentum - Story

When to Pitch?

30 Seconds

3 Minutes

30 Minutes

3 Hours

Product

Business

Investment

Education/Awareness

Opportunity

Trust - Momentum - Story

HowTell em.

Clear voice.

Passion.

Focus (market, product, product, process, team/culture).

Momentum.

Story (on brand).

Trust.

Tell em.

100%Of statistics are numbers

PicturesHelp retention and positioning

“Well chosen quotes are useful”

- From an expert

This is the most important takeaway that everyone has to remember.

TodayTell ‘em what you told ‘em

Pitch Funnel

New Tech Landscape - Disruptor or Server

Shaping Your Startup - Personal vs. Process

Nourishing - Getting real

Ingredients - Meat and potatoes process

Tips, Recap, Wrap

Lots more resources

- Google ‘Pete Cooper Slideshare’- The Start Society search ‘ecosystem’- @pc0- @startsoc- Facebook- Join StartSoc- Client work in business technology

strategy and Tech M&A: Cooper & Co.

Thanks!Contact us:

Pete Cooper@pc0

The Start SocietyFounders helping founders@startsochttp://thestartsociety.com

Cooper & CoBusiness Technology Strategy@cooperdotcohttp://cooper.co