so you think

you can pitch?

BERT OTTER
 -Adena Friedman

ideas are only as good as your

ability to communicate them
 4 seconds Tinder
10 seconds handshake
30 seconds elevator pitch
200 characters social media post
3 minutes dragons den
30 minutes sales pitch
 PR
“WOW!”

ES
EN
inspire

TA
TIO
“AHA!”

N
explain
 “YES!”
persuade

CH

PR
PIT “WOW!”

ES
EN
inspire

TA
TIO
“AHA!”

N
explain
 ⇢ buy your solution
YES, ⇢
⇢
choose your idea
invest in your startup
I will ... ⇢ work with you
⇢ introduce you to ...
⇢ meet you
⇢ sleep with you
⇢ ...
SEE
HEAR
 HEAR
SEE YOU
 HEAR
SEE YOU
YOUR

MEDIA
 HEAR
SEE YOU
YOUR

MEDIA
YOUR
ENVIRONMENT
 HEAR
SEE
total
pitch
experience
“A successful talk is a little miracle …
people see the world differently afterwards”
-Nancy Duarte, author of HBR Guide to Persuasive Presentations
“Okay, sent me
your pitch-deck”
presentation version

handout version
 Yes, I want to meet
this team …

presentation version

handout version
WHAT THE F ...
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY
COMBINED WITH THE EXPERIENCE OF YEARS.
 HOW MANY F’s
DID YOU COUNT?
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY
COMBINED WITH THE EXPERIENCE OF YEARS.
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY
COMBINED WITH THE EXPERIENCE OF YEARS.
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY
COMBINED WITH THE EXPERIENCE OF YEARS.

THREE OUT

SIX IN
Brainstem (reptilian)
Limbic brain (mammal)

Brainstem (reptilian)
Neocortex (human)

Limbic brain (mammal)

Brainstem (reptilian)
flow of information
● focus on the big picture
● focus on here and now
● short attention span
● need concrete facts
● focus on the big picture
● focus on here and now
● short attention span
● need concrete facts
● focus on the big picture
● focus on here and now
● short attention span
● need concrete facts
● focus on the big picture
● focus on here and now
● short attention span
● need concrete facts
If you can't explain it simply,
you don’t understand it well enough.
-Albert Einstein
COMPLEXITY

BORINGNESS
COMPLEXITY

freeze

BORINGNESS
 flee

COMPLEXITY

freeze

BORINGNESS
 flee fight

COMPLEXITY

freeze

BORINGNESS
 flee fight

COMPLEXITY

freeze

BORINGNESS
CURIOUS
DELIVER
 DELIVER

CONTENT

UNDERSTAND
WHAT

HOW

WHY

“start with why”

-SIMON SINEK
 Strategy
WHAT

Specifications HOW

Vision WHY

“start with why”

-SIMON SINEK
WHAT

HOW

WHY

“start with why”

-SIMON SINEK
WHAT

HOW

WHY

“start with why”

-SIMON SINEK
YOU ARE TELLING THE STORY
YOUR SLIDES ARE JUST SUPPORTING THE STORY
STOP READING
STOP READING THIS!
You read faster that I can talk. Stop reading and
listen to me. Now! You can’t resist, can you?

● the same
● happens
● with bullet points

Don’t reveal the end at the start!

TELL A STORY
BEGIN END
BEGIN END
100%
attention
BEGIN END
WOW
https://clarifycapital.com/the-future-of-investment-pitching
https://clarifycapital.com/the-future-of-investment-pitching
The Startup Fundraising Playbook

https://www.docsend.com/index/startup-fundraising/#htoc-seed-pitch-deck-analysis
company purpose

a single statement that

defines the reason your
company exists

it illustrates how you

positively impact the
people you serve

1 slide
wow opening

impress the audience with

an overwhelming but
relevant number, fact or
statement

goal is to grab the

attention

1 slide
problem

outline that singular

problem your company
aims to solve

how big is the problem?

and for whom?

1 slide
solution

what’s different and

creative about your
strategic approach to
the problem

1 slide
market

show that there is a large

enough market and that
you understand it

tam-sam-som model can

be used

1-3 slides
product

important product
features using wireframes,
screenshots, embedded
videos, or mockups

avoid boringness!

3-5 slides
why now?

useful when a startup can

show a particular urgency
and need for investment
in its solution

1 slide
competition

the uniqueness of your

product relative to
similarly-sized
competitors

1 slide
traction

traction appropriate to
your product’s stage:

letters of intent,
testimonials, customer
pipeline, prizes, grants,
press, beta feedback

1-4 slides
team

list main founders and

convey why this team is
able to execute the plan

include a link to LinkedIn

profiles

1 slide
business model

a clear, understandable
explanation of the
monetization strategy
that’s repeatable over time

2-3 slides
finance

explain that your spending

has been fueled by
strategic decisions with a
good return over time

1-2 slides
opportunity (ask, cta)

how much you plan to

raise and your broad plans
for capital deployment

offer the opportunity

1 slide
final slide

appealing slide showing

contact details, name and
photo of presenter(s),
company name, logo &
purpose

gets most screen time

1 slide
backup slides

anticipate on questions
and answer them in these
slides (you don’t show
these during the pitch)

can contain more detailed

information

1 - 10 slides
WOW
CTA
WOW
CTA
WOW
CTA
WOW
CTA
BEGIN
END
Q&A
 BACKUP SLIDES

pitch deck slides Q&A backup slides

THA
T
“We hope”
“They have no
clue”
“We think”
“They have no
clue”
“Maybe”
“They have no
clue”
“Assume”
“They didn’t do
their homework”
“Cheap”

“It has no value”

“We have no
competition”

“They don’t
understand
their market”
“We need your
investment”
“It’s a sinking
ship”
THA
T
“We hope” “We found out that”
“We think” “We know”
“Maybe” “This will happen”
“Cheap” “Affordable”
“Better investment”
“We have no “Our unique value
proposition is”
competition”
“We need your “We offer you the
opportunity to invest
investment”
in our company”
memorize … or not?
avoid the VALLEY OF AWKWARDNESS

-> DISTANCE BETWEEN SPEAKER AND AUDIENCE

THE ANIMAL
The Animal
These animals are ground-dwelling, predominantly
herbivorous animals that inhabit the forest of central
Sub-Saharan Africa. This genus animal is divided into two
species: the eastern one and the western one (both critically
endangered), and either four or five subspecies. They are the
largest living of their kind.
what animal?
SPE
AKE
RN
OTE
S
 visuals
are processed
600.000x faster
than text

https://www.frankwatching.com/archive/2014/09/12/waarom-visuele-content-beter-scoort-dan-tekst-infographic
The animal
This animal is a large, mostly herbivorous, semiaquatic
mammal and ungulate native to sub-Saharan Africa. It is one of
only two extant species in their family. It is the third-largest
type of land mammal. These animals have also been popular
cartoon characters, where their frames are used for humorous
effect.
what animal?
 visuals are processed
600.000x faster
than text

https://www.frankwatching.com/archive/2014/09/12/waarom-visuele-content-beter-scoort-dan-tekst-infographic
count the balls
PER SLIDE

1 SUBJECT
PER SLIDE

1 SUBJECT
6 OBJECTS MAX
PER SLIDE

1 SUBJECT
6 OBJECTS MAX
STUNNING VISUALS
PER SLIDE

1 SUBJECT
6 OBJECTS MAX
STUNNING VISUALS
FOCUS
PER SLIDE

1 SUBJECT
6 OBJECTS MAX
STUNNING VISUALS
FOCUS
PER SLIDE

1 SUBJECT
6 OBJECTS MAX
STUNNING VISUALS
FOCUS
3D MEDICAL SUPPORT
IS THE WINNER OF THE STARTUP AWARD @ UT CHALLENGE 2023

https://www.utwente.nl/en/news/2023/6/1020647/ut-challenge-2023-the-winners
WHAT IS THE MOST
IMPORTANT LANGUAGE
FOR YOUR PITCH?
7 38 55
 7 % 38 55
SPOKEN WORDS

source: Prof. Albert Mehrabian of the University of California in Los Angeles

 7 % 38 % 55
SPOKEN WORDS TONE OF VOICE

source: Prof. Albert Mehrabian of the University of California in Los Angeles

 7 % 38 % 55 %

SPOKEN WORDS TONE OF VOICE BODY LANGUAGE

source: Prof. Albert Mehrabian of the University of California in Los Angeles

 “If words and body
language disagree,
7 38
one tends to believe the
7% 38% 55%
55
body
SPOKEN WORDSlanguage”
TONE OF VOICE BODY LANGUAGE

source: Prof. Albert Mehrabian of the University of California in Los Angeles

 BODY LANGUAGE
TALKING
HANDS

face
hands
feet
posture
THE POWER OF

PAUSING

“The right word may be effective,

but no word was ever as effective
as a rightly timed pause”
-Mark Twain (1835)
 THE FINAL SLIDE

THE END
questions please!

this one?
 THE FINAL SLIDE

We help X do Y by doing Z

THE END
questions please! That Company
info@domain.nl
+31 0612 345 678
Andrew Brad Carol www.domain.nl
Anderson Broody Clean

this one? or this one?

what about an
online pitch
 online pitch

internet speed
 online pitch

internet speed
camera & background
 online pitch

internet speed
camera & background
microphone & audio
 online pitch

internet speed
camera & background
microphone & audio
practice the tools
FIVE FINAL TIPS TO AVOID
RUINING YOUR PITCH

1. STRONG WOW OPENING

2. KEEP UP THE PACE - BUT LOUD AND CLEAR
3. CONTROL YOUR EGO: DON’T TALK TOO MUCH ABOUT
YOURSELF
4. USE STRONG IMAGES - AVOID TOO MUCH TEXT
5. REHEARSE YOUR PITCH - OVER AND OVER
 learn more:

BERT OTTER
new slides beyond here
The Startup Fundraising Playbook - https://www.docsend.com/index/startup-fundraising/#htoc-seed-pitch-deck-analysis
The Seed Round in 2021-22 - https://docsend.com/view/kpb263a6kiy2tn8y
 ● fewer slides
● prioritize clarity and conciseness
● cut down extraneous text
● make numbers easy to digest and analyze
● all important team slide: only list main founders
(including link to LinkedIn profiles)
● convey why this team is suited to the business challenge
● company purpose: balance long-term vision with unique
solution in one or two memorable sentences

The Seed Round in 2021-22 - https://docsend.com/view/kpb263a6kiy2tn8y

The Seed Round in 2021-22 - https://docsend.com/view/kpb263a6kiy2tn8y
The Startup Fundraising Playbook - https://www.docsend.com/index/startup-fundraising/#htoc-seed-pitch-deck-analysis
 pitch length:

van: Myrthe Holvoet (imec)

aan: Peter Langela <p.langela@novelt.com>
Short: 3 min.
datum: 13 mei 2022 16:55 Long: 6 min.
Onderwerp: imec.istart Investors Day
-----
Hi Founder

You’re pitching on our Investors Day!

We’re excited that you grab the chance to pitch to
our investor community & join us for some live
networking.

Before the big day, we do need to prepare some

practicals, so do please read these instructions
carefully.

PREPARATIONS:

Prepare your pitch:

● If it’s your first Investors Day, you get 3
minutes (short pitch) to present yourself.
Otherwise, you get 6 minutes (long pitch).
● Overview:
 -PITCH DAY-

doel
delen voortgang van je innovatie

doelgroep
Adviesraad & Innovate Go deelnemers

pitch
7 minuten (max.) - 8 minuten Q&A
 -PITCH DAY-

focus
benoem wat echt waarde heeft
 -PITCH DAY-

focus
benoem wat echt waarde heeft

doelgroep
deel alleen meest relevante informatie
 -PITCH DAY-

focus
benoem wat echt waarde heeft

doelgroep
deel alleen meest relevante informatie

inhoud
● visie, innovatie, potentie
● testkaart
● resultaten en conclusie SWICH
● ondersteuning en contacten
 -PITCH DAY-

focus
benoem wat echt waarde heeft

doelgroep
deel alleen meest relevante informatie

inhoud
● visie, innovatie, potentie
● testkaart
● resultaten en conclusie SWICH
● ondersteuning en contacten
 -PITCH DAY-

focus
benoem wat echt waarde heeft

doelgroep
deel alleen meest relevante informatie

inhoud
● visie, innovatie, potentie
● testkaart
● resultaten en conclusie SWICH
● ondersteuning en contacten