1. Welcome Pitching Explained: Structure and practice for a Winning Pitch Presented by Roy Terry ThePrimalPitch.com © 2014, The Primal Pitch Roy Terry "Pitching Explained" Tuesday, 13 May 2014 Hanhai Investment Inc.

2. Goals and Questions © 2014, The Primal Pitch Roy Terry "Pitching Explained"

3. Challenge: Are you feeling Silly? © 2014, The Primal Pitch Roy Terry "Pitching Explained" How would you know? Pitch it!

4. Challenge: How to stand out? © 2014, The Primal Pitch Roy Terry "Pitching Explained" Jessica Livingston, co-Founder of Y Combinator describes Y Combinator “Demo Day” pitches: Please click image to open Youtube video window

5. Today in Silicon Valley © 2014, The Primal Pitch Roy Terry "Pitching Explained" Having a great Pitch is an opportunity to be notably BETTER! So lets do it…

6. Truths about Pitching © 2014, The Primal Pitch Roy Terry "Pitching Explained" An opportunity Structure will make or break Multiple modes of communication (Personal, EMO, Evidence, Establish propositions) Brush your teeth! (practice) Hidden benefits (thinking, progress, reality)

7. Pitching Explained © 2014, The Primal Pitch Roy Terry "Pitching Explained" A conversation, 10 seconds to 15 minutes, designed to create interest, emotion and eventually action. We need the listener to TAKE A RISK! Purposes: Find a co-founder Money from your mom Get accepted into a contest Win a contest and find an Angel Go to a VC office for a 1 hour meeting “Due Diligence”! Along the way: test validity of enterprise, test your passion and develop your passion. YOU must be the first total supporter!

8. Starting Points: Slides © 2014, The Primal Pitch Roy Terry "Pitching Explained" Slide Decks “standard” slide lists of 10 to 15 slides (David S. Rose, Steve Austin, Nathan Gold, et al. =>See YouTube and Slideshare Problem, Solution, Market, Business (credit: Chris Lipp) 10-20-30 Rule – Guy Kawasaki

9. Starting Points: Slides © 2014, The Primal Pitch Roy Terry "Pitching Explained" Fly-by Examples

10. Starting Points: style © 2014, The Primal Pitch Roy Terry "Pitching Explained" Styles are like movie genres: romance, drama, documentary, adventure… “Meet Bob, he loves to … with Suzie, but …” Hi, at xyz we do xxx and here’s why? “Today there are over xxx Million..” Six months ago, I set out for a normal day and then… When I found myself at the top of Mount Everest I never expected my iphone to… Watch COMMERCIALS to see how they get attention and introduce a problem. Watch winning pitches on YouTube.

11. Starting Points: Delivery © 2014, The Primal Pitch Roy Terry "Pitching Explained" Flat? (the facts) Cool? (“Hey what’s up?”) Hollywood? (Wow!) Ideal

12. Pitching Improved © 2014, The Primal Pitch Roy Terry "Pitching Explained" Practice and feed back clears Errors Confusion (don’t put FUD in your own pitch) Got Evidence? (if not then your audience will doubt) Gaps (did you leave out the competition?) FLAT delivery with no stories or actualities? Mental, cultural, and habit blocks: Replace with 1.It’s Showbiz so just get over it! 2.Appeal to emotion AND logic 3.Use stories and dialogue to connect the parts 4.Be willing to sort of suck == maximum learning!

13. Pitching Explained – Structure (again!) © 2014, The Primal Pitch Roy Terry "Pitching Explained" Goal: A conversational message, 10 seconds to 15 minutes, designed to create interest, emotion and eventually action. We need the listener to TAKE A RISK! Preferred Structure: 10 second overview (What we do…) The Problem (People, Pain, Frustration) Your Solution (Cool, unique, practical,…) The Market (Money, competition, timing,…) The Business (How do you make money?)

14. Pitching Explained – Structure & EMO © 2014, The Primal Pitch Roy Terry "Pitching Explained" The human, emotional level also operates at the same time… Preferred Structure: Overview => He’s OK, sane normal dude Problem => He’s helpful passionate like me. Solution => Bold, creative HERO Market => Hero is also visionary leader Business => AND he’s pragmatic (Wow!)

15. EMO Problem = Where’s the Bear? © 2014, The Primal Pitch Roy Terry "Pitching Explained" BEAR == “The Problem” with passion, conviction, evidence A mental shortcut How’s this…..

16. Where’s the Bear? © 2014, The Primal Pitch Roy Terry "Pitching Explained"

17. Illustration: Where’s the BEAR? © 2014, The Primal Pitch Roy Terry "Pitching Explained" Kindara Pitch Segment (leading with Problem) : “…Worst years of her life!” 11 th “Founder Showcase” Runner up Please click image to open video window

18. Where’s the BEAR? DEMO © 2014, The Primal Pitch Roy Terry "Pitching Explained" Live DEMO 1 volunteer to practice YOUR problem statement: Listeners: Where’s the BEAR? see, hear, feel, sense? No Cheating!

19. Where’s the BEAR? Practice © 2014, The Primal Pitch Roy Terry "Pitching Explained" ALL PRACTICE seated pairs Groups of 2, pick ‘A’ and ‘B’ A: Speak for 1 minute about problem B: 10 seconds feedback B: Speak 1 minute on problem A: Feedback No Cheating!

20. Debrief: Problem © 2014, The Primal Pitch Roy Terry "Pitching Explained"

21. SOLUTION: How You Tamed the BEAR! © 2014, The Primal Pitch Roy Terry "Pitching Explained" When Solution is well delivered… 1.We’re surprised and delighted = “Wow” (we’re safe from bear and you are hero!) 2.Any doubts or complications will be addressed. (“don’t worry some things stay the same”) 3.We’ll realize how competitors would have a hard time duplicating your solution 4.We’ll hear why now is the best time to strike What is your solution? Simplify, make analogies, tell a story of discovery. BEWARE! This is usually Peak Skepticism

22. Solution: Taming the BEAR? © 2014, The Primal Pitch Roy Terry "Pitching Explained" Live DEMO 1 volunteer to explain the solution: Listeners: Sensible, intuitive, credible, unique, cool and appealing? No Cheating!

23. Solution: Taming the BEAR? © 2014, The Primal Pitch Roy Terry "Pitching Explained" ALL PRACTICE in seated pairs Groups of 2, pick ‘A’ and ‘B’ A: Speak for 1 minute about Solution B: 10 seconds feedback B: Speak 1 minute about Solution A: Feedback No Cheating!

24. Tame BEAR For The World Tame BEAR For The World © 2014, The Primal Pitch Roy Terry "Pitching Explained" This is your market opportunity description, including competition, go-to-market plan. AND Business Model “HOW DO YOU MAKE MONEY?”

25. Bonus structure caboose: The ‘Ask’ © 2014, The Primal Pitch Roy Terry "Pitching Explained" A pitch without an ask is just a presentation. A missed opportunity in most cases. The ASK: Describe the specific resources or actions wanted What will the resouces allow you to do/accomplish? How long will the tasks or accomplishments take? What will be concrete added value to investor? Be ready answer: What if you got less? Or More?

26. Bonus: Supporting details Bonus: Supporting details © 2014, The Primal Pitch Roy Terry "Pitching Explained" Depending on length, your pitch will address some or all of these aspects as well… The overview statement (of course) How, in detail, does the solution work? Describe traction, validation, customer testimonials, etc. Cover Potential objections and practice Q/A Revenue or promise of revenue! A Demo or prototype Advisors, Board members, and CoFounders Would I trust you to lead my Wagon Train West?

27. Example for review: Enigma © 2014, The Primal Pitch Roy Terry "Pitching Explained" Presentation at TechCrunch Overview? Problem? Solution? Bear? Enigma at TechCrunch Disrupt, New York 2013 (Winner) Please click image to open video window

28. Quiz Answers © 2014, The Primal Pitch Roy Terry "Pitching Explained" 1.World’s shortest and biggest Pitch? 2.Why was Steve Jobs moody? 3.Is the pitching game more like… A gold rush? (just be first!) A TV reality or game show? (no inhibitions or manners?) A marriage? (serious money)

29. Wrap © 2014, The Primal Pitch Roy Terry "Pitching Explained" Follow a pitch structure!!!!! No pitch can succeed w/o a clear structure and simple language. Repetition is your friend! If you can’t remember, it’s too complicated! Reality on your side: stories, actualities, rapport Practice meeting objections and Q/A Watch YouTube and COPY the good

30. Closing thoughts about VCs and Pitching © 2014, The Primal Pitch Roy Terry "Pitching Explained" Ben Silbermann – coFounder Pinterest Please click image to open video window

31. Thanks! © 2014, The Primal Pitch Roy Terry "Pitching Explained" 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

32. Primal Pitch Cheat Sheet! © 2014, The Primal Pitch Roy Terry "Pitching Explained" Process 1.Where’s the BEAR? 2.How did you tame that BEAR problem? 3.How will you tame that BEAR for the whole WORLD? Audience Test 1: Did you see, feel, sense, and respond to the BEAR? 2: Did you feel relieved and say “wow” when you learned the solution? 3: Did you nod and approve of the whole world plan? Spice it up! Tell us the pain and suffering when the bear wins. Give a story about how you discovered and realized solution was GREAT Quote positive comments of others: users, analysts, etc. Give a number of people who love being free from the bear.