workshop

Eduardo Sette Camara

eduardo.settecamara@beta-i.com
Why?
The importance of Pitching

Customers Partners Suppliers HR Investors

“A Great Pitch cannot save a Bad Startup, but a
Bad Pitch can destroy a Great Startup”
There is one secret
Hands on

1/3 Preparation 1/3 Building the slides

1/3 Rehearsal
Hands on

Practice
Hands on

Practice
Practice
Hands on

Practice
Practice
Practice
“Luck happens when opportunity meets
preparedness”
Pitch Goals
 First
Impressions
 IMPACT
First
Impressions
Surprising STANDOUT

Memorable
 IMPACT
First
Impressions
Surprising STANDOUT

Memorable

TELL ME
Unfair Advantage
MORE
Which is your unfair
advantage?
Pitch Guidelines
Guideline 1
Know what your audience wants
Position yourself as the perfect fit for their interests
Who is your audience?
What is that they want?
Don’t pitch everyone
Guideline 2
Understand why Pitch exists
Don’t add too much information
Guideline 3
You need multiple Pitches
Guideline 4
Be clear and concrete
What is the value
proposition?
Guideline 5
Be emotional
Are Investors
Scary Robots?
Are Investors
Frightening Babies?
Investors
are emotional!
“Aim the heart, then the brain”
Call Fusmann (Esquire)
Why are you doing this?
Storytelling
“I want you to feel what I feel.”
Peter Gruber [50 Academy Awards]
“Like acting, sales work better when hidden”
(by a story)
Peter's Thiel (From Zero To One)
“People remember information when it is weaved into a narrative
up to 22 times more than facts alone”
Jennefer Aaken [Standford University]
Don’t forget… Most people just want to laugh
Guideline 6
Features: Benefits:
1 GB to MP3 1.000 songs in your pocket
 Features: Benefits:
54 - watt-hour lithium-polymer battery All day battery
PCle-based flash storage Starts up instantly
802.11ac Wifi Blazing fast downloads
What is the benefit?
Guideline 7
Acting
Eye Contact
Open Posture
Hands Gestures
Tone of Voice
The power of the pause
“Float like a butterfly sting like a bee!”
Muhammad Ali
Guideline 8
Solving too many Problems
What is the problem you’re
solving?
Guideline 9
Claiming there are no competitors
Who are your competitors?
How do you differentiate
from them?
“There is nothing new under these”
[Ecclesiaste]
Pitch Checklist
 Concise
Avoid extra words
Clear
Understood by your grandmother
Compelling
Explains the problem your solution solves
Credible
Why you are qualified to solve the problem and build the solution
Conceptual
Don’t go into unnecessary details
Concrete
Specific and tangible
Consistent
Everything is aligned
Customised
Addresses the specific interests and concerns of the audience
Conversational
Start a conversation

Pitch Essentials Book

Pitch Formats
Pitch Formats

Elevator Pitch

3 Minutes Investment Pitch

Elevator Pitch
Elevator Pitch
What you do for who you do it.
[name of the product or service] helps [customer segment] solve

[problem] by [solution] that is better than [competitors] because

[distinguishing attributes].
Lisbon helps early stage startups building a sustainable and scalable

business by providing a strong startup ecosystem that is better than

Barcelona because it is more outward looking and interantional.

3 minuts Pitch
WHAT’S THE
STRUCTURE
OF A PITCH?
EXERCISE
UNBABEL VIDEO
WHAT’S THE
STRUCTURE
OF A PITCH?
The Structure
of a Pitch

1. PROBLEM
The Structure
of a Pitch

1. PROBLEM
2. SOLUTION
 The Structure
of a Pitch

1. PROBLEM
2. SOLUTION
3. CALL TO ACTION
The Structure
Of a Pitch

1. PROBLEM
• NEW INTERNET USERS WILL NOT SPEAK ENGLISH;

• BUSINESSES WILL NEED TRANSLATION;

• CURRENT OPTIONS ARE UNSATISFACTORY.

The Structure
Of a Pitch

2. SOLUTION
• “THE SOLUTION IS TO COMBINE THE TWO”

• “MACHINE TRANSLATION +
HUMAN EDITORS TO FIX MISTAKES”
The Structure
Of a Pitch

3. CALL TO ACTION
• EDITOR GROWTH 13%
• 4400 EDITORS
• UNBABEL EDITORS ARE 5X FASTER
• CHARGE $0.02 PER WORD, 5X LESS
• EARLY ADOPTERS
• 34 BILLION MARKET
The Structure
Of a Pitch

3. CALL TO ACTION
• EDITOR GROWTH %13
• 4400 EDITORS
• UNBABEL EDITORS ARE 5X FASTER
• CHARGE $0.02 PER WORD, 5X LESS
• EARLY ADOPTERS
• 34 BILLION MARKET
PREPARING

1. WHAT’S YOUR GOAL?

2. HOW SHOULD THE AUDIENCE FEEL?
3. WHO’S YOUR AUDIENCE?
4. WHAT ARE THEIR PAINS?
5. HOW DO THEY THINK?
6. DO I HAVE TOTAL TOPIC DOMINATION?
7. RIGHT CONTENT + RIGHT DESIGN?
8. AM I PROFICIENT?
My Startup’s Name
Tagline
THE PROBLEM

Current
Target
solutions are
audience has
insufficient or
this problem
non-existent
THE SOLUTION

We are better
Our solution
than current
solves this
existing solutions
problem by
because
 A Clear and Compelling
Quote That Conveys Your
Unique Value Proposition
Vasco’s
“Machine Translation that actually works.”
THE COMPETITION

COMPETITOR COMPETITOR

ONE TWO
COMPETITIVE ADVANTAGE

COMPETITIVE COMPETITIVE
ADVANTAGE ADVANTAGE
ONE TWO
 MARKET VALIDATION

1000 50%
MONTHLY USERS PROFIT MARGINS

5M€ 30%
IN REVENUE MONTHLY GROWTH
 Our Team

Tomás Bento Tomás Bento Tomás Bento Tomás Bento

Head of Events Head of Events Head of Events Head of Events
PhD in wtv PhD in wtv PhD in wtv PhD in wtv
My Startup’s Name
Tagline

CALL TO ACTION
www.yourdomain.com
yourhandle@yourdomain.com
THANK YOU!
Eduardo Sette Camara
eduardo.settecamara@beta-i.com