1. Welcome Hacking the Pitching © 2014, The Primal Pitch Roy Terry “Hacking the Pitch" Tuesday, 26 August 2014 - Hanhai Investment Inc., Startup University - SVSIAN - Startup Cofounders Roy Terry at thePrimalPitch.com

2. A Tale of Two Angels © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Have you attended other pitching sessions? Bill and Steve… => Pitching needs disruption

3. Check-in © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Questions and Goals for today

4. The Primal Pitch © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Tech, Slide Decks, VCs, Angels plus… The Structure of Clairity The Inner Game The Show biz Live Coaching Goal for today: Think Different about pitching. Structure and practice a better pitch.

5. A Hack? © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" To Modify, co-opt or leverage an existing system so that it works much better for a specific goal Donuts, Unix, and ear bones. Hacking… The Rules The Code (mechanism) The Mindset

6. Disclaimer © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" You’ll still need reality on your side! …and… Raising money might be a bad idea!

7. Hack #1 – Investor Mindset © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Reflexive Beliefs There is strong competition Seen the idea before The market is “competent” at finding new ideas already You do not have magical abilities Odds of success about 100 to 1 Adoption is highly questionable (most people don’t change) Hates: confusion, “it depends”, no traction, no “friends, fools, and family”, no Prototype IMPLICATION: Stop practicing a bad pitch. Get Better

8. Hack #2 – Know your structure © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Examples The Movies: A script is structure The typical News Story Your Pitch! Good Structure creates understanding and positive emotion. Failed structure creates frustration, resentment, rejection. Structure embodies your story Pitching is NOT for “Cowboys” Knowing your structure is THE METHOD used by professionals to achieve reliable results!

9. “Secret sauce” (like nobody else) Hack #2 – Structure © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Overview Problem Solution Market and how to get it Business Model Ask Insert Headlines Here! Tell of “old failed solutions”, transition to your discovery of the REAL solution. Notice! The embedded story: setting conflict struggle victory Happily every after (creates good emotion)

10. Hack #3 – Understand “Stories” © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" 4 Key leverage points - Your inspiration to solve - Your solution discovery - Your Traction triumph - Your gritty problem solving tactics Use some “Actualities” instead of stories 3 Images in every story: Problem appears, conflict ensues (the fight), Victory image of happiness ALWAYS: put the story in context by explain the meaning for the pitch.

11. Hack #4 – Did you prove the Hypothesis? © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" “This business opportunity justifies investment” Unspoken Hypothesis of every pitch Business Model + Evidence: Market Evidence: Team Evidence: Tech Evidence: Traction

12. Hack #x – Steve’s Observations © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Mark Lichman of MDITouch

13. Hack #5 – Break Habits and Mix it up © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" If you talk fast. Insert slow parts If you are always intense insert some kind of joke or humor If you get wound up about the technology, make a joke about it  Be Human and find ways to relate to the listeners RESULT: You’re viewed as a better leader, better collaborator, more trustworthy and more likeable Everybody has a “persona” and can get stereotyped – fight it.

14. Hack #6 – Feature you HEADLINES! © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" What get’s you to the fabled “WOW”? Put it early in the structure! Traction Tech Prowess Truly rock star team Revenue Endorsements (name dropping) Media coverage IMPLICATION: If you have none of these, GO GET SOME!

15. Hack #7 – Get a “use case” © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Who, specifically, uses the product? In what concrete situation? By what “modality” do they use it? How easy and different is the experience? What’s the result? Who gets paid by whom?

16. Hack #Bonus – Talk like a 12 year old! © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" “I’ve fallen and I can’t get up!” “We do Chicken Right” “The Friendly Skies” “Think Different” “1000 songs in your pocket” “Get a winning pitch!” Beware of: Buzzwords, Business speak, over qualification, too much detail, etc, etc….

17. Show time © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Practice with Live Coaching

18. Thanks! © 2014, The Primal Pitch Roy Terry "Hacking the Pitch" Roy Terry at thePrimalPitch.com Meetup.com: SVSIAN (SV Startup Incubation Acceleration Network) HanHai Investment Inc. Meetup.com: Find Your Cofounder Meetup.com: Silicon Valley Entrepreneurs Toastmasters

19. Thanks! © 2014, The Primal Pitch Roy Terry "Hacking the Pitch"