A Common Sense Approach to Differentiation

CREATIVE ACESMarketing “Decks” for Small Business Marketing September 2012

CRAFTING YOUR INVESTOR PITCh

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Use a common sense approach to Differentiate yoU & yoUr company

Ever attend one of the Pecha Kucha-style pitch nights? It’s a fast-paced evening of roughly a half dozen companies making their presentation to the audience of {hopefully} potential backers.

Here in Chicago, the start up community is vibrant and active. And the opportunity to present a new idea, service or product draws a large audience. Usually sold-out or standing room only. All fantastic news for entrepreneurs in Chicago and Midwest.

However, the presentation styles have varied greatly. It takes planning, discipline and practice before stepping into the spotlight with their pitch. Following is guide to keep-it-simple while concentrating on why you’re seeking backing. .

I’ve designed numerous presentations for publicly traded companies, IPO roadshows, special situations/announcements, quarterly earnings and more. Only the design and content distinguish one company from another. As a graphic designer in the business-to-business, specializing in financial communications, the approach for each presentation (this structure could easily be published as an ebook or whitepaper) was HOW this document would correlate with the overall marketing of the company.

INTRO CRAFTING YOUR INVESTOR PITCh

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TIp #1 INVESTORS

hAVE ENDURED A lOT OF PITChES

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BE DIFFERENTBE ORIGINAlShort & Concise: Get to the PointMake it ConversationalTell them something they may not already know.

TIp #2

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WhO, WhAT & WhYInvestors want to learn about your leadership team; who’s doing what and why it’s important.

TIp #3

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hOW WIll ThE mONEY BE SPENT?

Technology

Research & Development

Human Capital

Meditation Room

TIp #4

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REVEAl YOUR“SECRET SAUCE”

What makes you/your product/your service DIFFERENT?

TIp #5

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Demo your product versus talking about it.

Get your audience involved.

TIp #6 ShOW VS. TEll

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PITChING CAN BE ExhAUSTINGEvaluate each session.

Make adjustments.

Refine.

Practice.

Practice.

Repeat.

TIp #7

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COmmON SENSEBusINess COmmuNICaTION NOT adveRTIsINg

Thinking of your investor pitch like a commercial to sell a car or vacation is counter intuitive.

The real work is preparing the content to be concise, direct and informative. Loading a slide with bullet after bullet of copy that you’re going to read to your audience is {frankly} boring.

There are numerous articles from places like Harvard Business Review, Fast Company, Forbes and others with suggestions on how to improve your presentation. All seem to focus on passion and clarity. Begin with a storyboard, run it by colleagues or friends and refine it.

It’s your company, you’re telling the story. Shine a light on yourself and why it all matters. Make the connection with your audience and you’ll most likely reap the rewards.

Check out our companion e-book: Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation. Twelve slides* is all you need to succinctly outline your own presentation or ebook. Regardless of your business, niche market or service, this structure can serve as your own outline if you’re presenting to investors or potential new clients.

* Guy Kawasaki’s infamous presentation rule is “10 slides. 20 minutes. 30 point font.”

Creative Aces is a design and publishing firm specializing in visual communications that enhance your company and its story.

Creating innovative solutions for all aspects of a marketing mix including brochures, direct mail, corporate ID, advertising, e-books, annual reports and web designs.

Visit us at www.creativeaces.comor contact joann@creativeaces.com

Like the idea of doing an ebook like this,instead of a boring old white paper?I’m standing by.

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