How to Pitch your StartUp

Vienna, Austria

by Can Ertugrul

Who is i5invest?incubate, innovate, invest, inspire, internationalize

i5invest is an incubator and early-stage investor that grows the successful web and mobile business models

of tomorrow

We focus specifically on B2C Web 2.0 ventures

Comprehensive professional services at all growth stages

idea growth M&A / exitpre-seed seed early stage

startup growth path

Initi

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lust

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Initial Factor is a cluster initiative that serves as a one-stop-shop for web and mobile startups in Central Europe

http://www.initialfactor.com/

Who is Initial Factor?

Vienna, Austria

Why Vienna?

~ 60 km>1 hour

(from Bratislava)

No ultimate truth

No matter what sophisticated stuff or bullsh** I say, there is NO ABSOLUTE TRUTH in my (or

anyone else‘s) words.

Don‘t think binary !

What is a Pitch?

A pitch is a summary used to quickly and simply define or introduce a product, service, or organization and its value proposition.

The Art

Pitching is an ART, not science.

Ultimately, you learn it by doing (and probably failing many times… but that is ok!)

From Being to Pitching

„I PITCH, therefore I am“

„I think, therefore I am“- Rene Descartes

- Guy Kawasaki

Entrepreneurs and Pitching

„How do you recognize if an entrepreneur is pitching?… he moves his lips“

- Guy Kawazaki(The Art of the Start)

WHY? (most important question)

„Everything in life that you can achieve , you will achieve with or through other people.“

-Keith Ferrazzi(Author of „Never eat alone“)

Pitching is about convincing and winning people for you or your idea

Long time ago….

Aristotle‘s rhetorical triangle

Ethos

LogosPathos

Speech

Tri-Angle 2.0 – 3 Angles

Presentation Triangle 2.0

Empathy

RationalityCreativity

Pitch

„Investor Pitch“ > 5-30 mins + Q&A> Goal: Interest + further

talks

2 Typs of Pitches

„Elevator Pitch“> ~90 seconds> Goal: Attention + Feedback (aimed to get the business card)

(aimed to get the call)

Elevator Pitch

Elevator Pitch

exciteAwake interest

Connect to audience

If new idea, relate to something people know

Explain to a teenager or outsider

K.I.S.S.S.

Your head

Their heads

Pitch

Potentially everyone

Win over their hearts and minds

Anatomy of an Elevator Pitch (90 Sec)Who are you? (15 Sec)

What is the problem ? (30 Sec)[PAIN]

What is YOUR Solution? (30 Sec)

What/Who do you need? (15 Sec)

What is the need? (30 Sec)[GAIN]

How do YOU create satisfaction? (30 Sec)

Anatomy of an Elevator Pitch (Simple)YOU?

Problem ?

Solution ?

Requirement ?

Need ?

Satisfaction ?

The 3rd Way

Just a damn cool thing!

Keep in mind for solution/satisfaction

a) What is the Idea or product?

b) How does it work?

c) How do you make money?

Investor Pitch

What are investors screening for?

Innovation + Defendability

Feasiblity

Market Opportunity

Business Model

Scalability

TEAM, TEAM, TEAM

Investor‘s PerspectiveInvestors are ultimately looking for 3 important things

The right asset, in the right hands, at the right time

Overall return or value vs. overall capital requirements & risk level(s)

Value Capture not only Value Creation:

Value capture is determined by the right business model to create company profit out of user utility.

And the right financing structure to create shareholder value out of company profit.

Your Pitch

Who?Why?What?How?What is the „magic“?Where?When?How much?What else?

TeamProblemSolution / IdeaBusiness ModelTechnologyMarket / CustomersTime LineFinancialsBackup Slides

Questions your Pitch should ideally answer

Topics you should ideally cover

NOW WHAT?(from technicals to practicals)

How does a great Pitch look like?

NO!

NO!

NO!

NO!

Damn,

NO!

YES!

How does a great Pitch look like?

(This is the only exception to the rule of no absolute truth!!)

YOU

THE AUDIENCEDECIDE

,

LOOK AT YOUR NEIGHBOUR

„Put yourself in someone else‘s Shoes“

Always be audience-centered never self-centered

Few more tipps

What is your goal?

(Know it!)

Tell a (good) story

Half empty?

Half full?

OR?

OR?

Frame ORBE Framed

People are usually so convenient, that they tend to see things in the frame in which it is presented to them

Think of a One-liner„Qriously is a service for measuring location-

based public sentiment in real-time.“(Qriously)

„It is like GPS, but for indoors.“(indoo.rs)

What you do, in one sentence

Think of a Tagline

„Good by fashion industry. Good morning designers.“ (Garmz)

„We want to make sports funtastic.” (Runtastic)

Think of a catchy phrase

Be convinced of yourself and your idea, otherwise you can‘t convince others

Rehearse, rehearse, rehearse…

Have a great START…

…and a great END!

„The Forgotten Half of the Pitch “

Listen Listen Listen ShutUpListen Listen ShutUp ListenListen ShutUp Listen ListenShutUp Listen Listen Listen

YOU THEM

Pitch 1

Feedback 1

Pitch 2

Feedback 2

Improve

Let the Iteration beginn

Listen & Observe

Why listening is important?

Intention Interpretation

Mind the gap!!

If you forget everything else…

1. Remember the Shoe

2. Shut up, Observe & Listen, Listen, Listen

3. Luck = Preparation meets Opportunity

You want to PITCH now?

What is i5Labs?

2

Ressources

Know-How

Network

Coaching

Workshops

Team

Success

Smart Money

Who are we looking for?Young StartUps

Entrepreneurial people with good

ideas

The next Steve Jobs

Pitch Us:

vienna@i5invest.com

Contacts

Can Ertugrul

c.ertugrul@i5invest.comLinkedIn

Xing

www.i5invest.com

Vienna

New Date: 3 to 7 October, 2011www.startupweek2011.at

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