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1 PITCHING SEMINAR (45 min) V1.1 Mark Robotham MARK ROBOTHAM Background Electronics Design Engineer, International Marketing NASDAQ - Silicon Valley, NZ bootstrap GM Business Incubator Wellington Recent JAFA convert Cyclist GM Escalator (EDANZ Deloitte JV partnership) Founder Growth Management Consulting LTD (GMC) Facilitator Trainer Public speaker Strategy review & development SuccinctStories.com author Business Advisory Service mark@growthmanagement.co.nz 1
2 MARK ROBOTHAM Survivor Of Growth Learning! /92 92/93 93/94 94/95 95/96 96/97 97/98 98/ GETTING YOUR STORY RIGHT! Its not what you say, Its what they remember. And more importantly what can they be bothered to pass on! Avoid the curse of knowledge You can not see yourself Getting your succinct story right needs external help 2
3 POWER OF YOUR SUCCINCT STORY Customers Your Story Investors Talent Operational Decisions Goal: To concisely communicate Your Story in less than 3 mins ALWAYS DEVELOP SHORT PRESENTATION FIRST INVERTED PYRAMID OF INFORMATION Information Importance sound bites Most important fact Variable edit point Detail that can be removed if time does not allow Time 3
4 Need Capital : 1: Get investment ready 2: Find investor Hunt Down: One summary point We ll help you lift your game Then we can help you find an investor - THE INVESTMENT READY GRABBING ATTENTION What is your attention grabber? Sound bite #1 4
5 CRAFT VS PRODUCT VS BUSINESS Product Craft Business (essence) Electric Drills Manufacture Power Tools Making Holes Mouse Trap CRM (software) Swatches Harley Davidson Manufacturer Software Developer Watch Manufacturer Motor Cycle Manufacturer Mice Problem Increasing Sales - Customer Satisfaction Fashion Statement Escape CUSTOMER VALUE DIMENSIONS Financial Strategic Personal Financial Strategic Personal How much money will your prospects save or how much profit will they gain if they buy your solution? What is the ROI? How will your prospects business benefit from your solution? Increased quality, shorter time to market, diversification, etc How will your prospects life be better with your product? More fun, less stress, career enhancement, political advantage, etc Ego factors. Value Savings 30% Value - Gain 5
6 VALUE OF PROOF Customer Case (80-100%) Demo (60-100%) Data (20-60%) Vision (10-40%) ARE YOU SOLVING A TOP PRIORITY BUSINESS PROBLEM? YOUR SOLUTION
7 MEMORY HOOKS Stories Contrast Props FUD fear uncertainty doubt Ansett Airlines Fluffy the cat 198- Toyota Hilux Bugger 1999 SUCCESs MADE TO STICK STORIES Simplicity Unexpectedness Concreteness Credibility Emotional Stories Find the Core Get attention Help people understand & remember Help people believe Make people care Get people to act 7
8 CONTRAST DANGER Business Investor Required FUD YOU WILL GET THE INVESTOR YOU DESERVE! Call the Escalator Investment Ready Service Now
9 POWERFUL SOUND BITES CUSTOMER VALUE PRODUCT: context Segment PRODUCT: Problem - Solution Single Focus: -Lead Story headline CUSTOMER measures success by QUANTIFY USP: Customer: Price vs payback Succinct Stories Recipe 3 Min Version first Choose one lead story Sound bite construction (10 30 sec) WHAT not how Contrast (before / after) Customer Stories language of customer WOW opening - passion USP Customer Stories Quantify Customer Gain Acknowledge competition don t sell them MAX 3 take away points 9
10 Need Capital : 1: Get investment Get Help ready: 2: Find Escalator investor Power Pitching workshop We ll help you lift your game Then we can help you find an investor - THE INVESTMENT READY What there s more Patrick Renvoise & Christophe Morin Rob Adams Kick in the Ass David Irving Changing Gears Alexander Osterwalder & Yves Pigneur Business Model Generation new title: Neuromarketing Blog: More Books etc:
11 11
Marks Blog: Succinct.co.nz 1
BUILDING Hi-GROWTH VENTURES V1.0 (90-120 min) Mark Robotham mark@growthmanagement.co.nz 021 61 8850 Blog: www.succinct.co.nz Marks Blog: Succinct.co.nz www.succinctstories.com 1 FAILURE TO ATTAIN HI-GROWTH
MARKETING YOUR BUSINESS
GROWTH MANAGEMENT MARKETING YOUR BUSINESS WORKSHOP - WORKBOOK ADNZ CONFERENCE OCT 2011 MARK ROBOTHAM 2011 GROWTH MANAGEMENT CONSULTING LTD mark@growthmanagement.co.nz 021 61 8850 SUCCINCT STORIES THAT
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