Pitch Crafting for Non-Profit (& For Profit) Ventures

SVP & VELOCITY VC DECEMBER 7, 2015

FOR NONPROFITS & FOR-PROFITS

@jmlokitz @busmodinc

CRAFTING YOUR PITCH

Agenda •  Setting the scene •  Who is the customer

-  Design your value proposition •  What is your vision

–  What do you want to achieve •  Tell your story & make an impact

–  Story telling canvas - 30 •  5 tips •  Conclusion

WHAT WILL WE BE DOING TODAY?

THINK LIKE DESIGNERS

LEARN TO USE NEW TOOLS

PARTICIPATE

WHO ARE WE?

JUSTIN LOKITZ

MAAIKE DOYER

MAARTEN VAN LIESHOUT

STRATEGY DESIGNER + MANAGING DIRECTOR

WE (RE-)DESIGN BETTER BUSINESSES

WE WORK WITH BIG ORGANIZATIONS

`CORPORATE/SME

WE WORK WITH START-UPS

`START-UPS

WE’RE INTERNATIONAL

`GROWING WORLDWIDE

SOLD MORE THAN 1M COPIES WORLDWIDE

RECENTLY MADE USA TODAY’S TOP 12 BUSINESS BOOKS OF ALL TIME…

STRATEGY DESIGN

What we do:

DESIGN PROCESS NOT BUSINESS JARGON & REPORTS

Why that’s important:

EMPHASIS ON DOING NOT JUST TALKING

What that means:

DOING IS CHEAPER THAN PLANNING

Richard Branson

WHAT IS A PITCH?

A WAY TO DESCRIBE THE TRUE VALUE + BUSINESS MODEL OF AN IDEA AND FIRM…

IN ORDER TO HELP YOU RAISE MONEY FROM INVESTORS.

ANATOMY OF A GREAT NONPROFIT PITCH

WHO ARE YOU?

WHY DO YOU EXIST?

WHAT PROBLEM ARE YOU SOLVING?

HOW ARE YOU SOLVING THIS PROBLEM (W/ PROOF POINTS)?

WHAT IS YOUR VISION FOR THE FUTURE?

WHAT’S THE BIG IMPACT YOU’LL HAVE (SOCIAL ROI)? HOW WILL DONORS HELP?

HOW WILL YOU CREATE AMBASSADORS OF YOUR VISION & A SENSE OF URGENCY?

WHY YOU?

WHAT WILL THE BUSINESS LOOK LIKE?

WHAT DO YOU NEED (NOW) TO MAKE YOUR VISION A REALITY?

MOST IMPORTANTLY, A PITCH IS…

A STORY PEOPLE WANT/NEED TO HEAR.

ARE YOU A STORYTELLER?

WE ARE ALL STORYTELLERS

STORIES ARE EVERYWHERE.

AND PERHAPS THIS KIND OF STORY IS TOO FAMILIAR.

MANY STORIES ARE BORING.

THREE COMMON MISTAKES

AND HOW TO FIX THEM.

I’M GONNA LET YOU FINISH BUT... FIRST MISTAKE: THINKING THAT WHAT YOU WANT TO SAY IS IMPORTANT.

SECOND MISTAKE: THINKING THAT YOU HAVE TO TELL EVERYTHING AT ONCE.

THIRD MISTAKE: BAD DELIVERY

IN FACT, IT IS BAD DESIGN!

HOW DO YOU DESIGN A STORY?

A PURPOSE AN AUDIENCE A SUBJECT

THE AUDIENCE YOUR PURPOSE WHAT DO YOU WANT TO GET OUT OF THIS PITCH? WHEN ARE YOU HAPPY?

EXPLORE EXPLAIN INSPIRE PERSUADE

ANY STORY SERVES ONE OF THESE PURPOSES.

THE AUDIENCE YOUR AUDIENCE WHAT ARE THEY EXPECTING? WHAT IS THEIR GOAL? WHAT DO THEY THINK?

THE AUDIENCE YOUR SUBJECT WHAT ARE YOU TALKING ABOUT?

TO DO THIS…

WE NEED…

CREATE COMMON GROUND

MAKE IT REAL

X-FACTOR

COMMON GROUND MAKE IT REAL

X-FACTOR

NEW TOOLS NEW SKILLS NEW MINDSETS

WHO ARE YOUR CUSTOMERS 1

5 MINUTES

DRAW YOUR CUSTOMER

VISUALIZE YOUR CUSTOMER…

WHO ARE THEY?

GENDER? AGE? INCOME?

WHAT ARE THEY DOING?

WHAT DO THEY WANT?

WHAT WOULD HELP THEM?

WHAT STRESSES THEM OUT?

WHAT DOES THEIR DAY LOOK LIKE?

WHAT DO THEY LOOK LIKE?

WHAT DO THEY WANT TO LOOK LIKE TO OTHERS?

WHAT IS IMPORTANT TO THEM?

WHAT MAKES THEM TICK?

WHAT DO THEY WISH WOULD GO AWAY?

USE THIS TEMPLATE TO MAP OUT YOUR AUDIENCE AS A PERSON

WHY DID WE DO THAT?

DEFINE YOUR CUSTOMER…

MOTHERS 25-35 HHI $75-$150K

COLLEGE EDUCATED+

DEFINE YOUR CUSTOMER…

WHY WOULD THIS WOMAN WANT TO PAY FOR YOUR SERVICE?

PUT YOURSELF IN

YOUR CUSTOMERS’

SHOES

CUSTOMER SEGMENT VALUE PROPOSITION

JOB-TO-BE-DONE

PAINS

GAINS

CUSTOMER SEGMENT

JOB-TO-BE-DONE

What is it that your customers are trying To do (or get done) on a daily basis?

CUSTOMER SEGMENT

PAINS What often gets in the way?

CUSTOMER SEGMENT

GAINS What are your customers ambitions?

CUSTOMER SEGMENT

YOUR OFFER

PAIN RELIEVERS

GAIN CREATORS

VALUE PROPOSITION

YOUR OFFER

What do you offer your customers that will help them get their jobs done?

VALUE PROPOSITION

PAIN RELIEVERS

How do you relieve your customers’ specific pains?

VALUE PROPOSITION

GAIN CREATORS

How do you help your customers achieve their ambitions in life?

VALUE PROPOSITION

JOGGER

RUN

BLISTERS

FITNESS

Jogger

RUN

BLISTERS

FITNESS

FORM FITTING

FEEL GREAT

VALUE PROPOSITION

YOUR TURN!

20 MINUTES

VALUE PROPOSITION DESIGN CANVAS

JOB-TO-BE-DONE

PAINS

GAINS

WHO ARE YOUR CUSTOMERS?

VALUE PROPOSITION DESIGN CANVAS

YOUR OFFER

PAIN RELIEVERS

GAIN CREATORS

HOW DO YOU HELP THEM?

YOUR MAD LIB

PRESENT YOUR MAD LIBS IN 1 MINUTE

WHAT IS YOUR VISION? 2

WHERE ARE WE IN 2020? WHAT IS OUR GOAL?

WHAT DOES IT LOOK LIKE?

OR JUST ASK … WHY?

2020 Today 2025

X

YOUR TURN!

20 MINUTES

2020 Today 2025

PRESENT YOUR VISION IN 2 MINUTES

TELL US WHY YOU, WHAT’S THE IMPACT, YOUR PERSONAL STORY…

TELL YOUR STORY & MAKE AN IMPACT! 3

Ideas fail if they don’t scale.

WHY STORYTELLING?

“OUR SPECIES THINKS IN METAPHORS AND LEARNS THROUGH STORIES.” – Mary Catherine Bateson

OUR BRAIN CAN MAKE US RELIVE WHAT WE PERCEIVE

WHAT HAPPENS WHEN YOU BITE THIS JUICY LEMON?

•  BULLET •  BULLET •  BULLET

AND WHAT HAPPENS WHEN YOU SEE THIS?

NOT MUCH.

YOUR BRAIN HAS NOTHING TO WORK WITH.

INFORMATION : NUMBERS & TEXT


PROCESSES : FLOWCHARTS



KNOWLEDGE : DOCUMENTS




PASSION : ?

HOW DO YOU SHARE PASSION?

PASSION : STORIES!




PUTTING IT ALL TOGETHER 4

5 TIPS FOR GIVING A SUCCESSFUL PITCH

DESIGN YOUR STORY

TELL YOUR STORY & MAKE IT PERSONAL

FOCUS ON PAINS & GAINS

USE IMAGERY (WHEN YOU CAN)

EXPRESS YOUR PASSION

IN CLOSING…

SET YOURSELF UP FOR SUCCESS…

CREATE & AND CONTINUALLY TEST YOUR BUSINESS MODEL

CREATE & AND CONTINUALLY TEST YOUR VALUE PROPOSITION

SHARE YOUR STORY!

JUSTIN

STRATEGY DESIGNER & MANAGING DIRECTOR Business Models Inc. SF

Justin helps corporates and start-ups to design better business. He 15+ years of experience helping companies of all sizes with business model innovation and strategy.

[email protected] +1 415 505 9669

LOKITZ

Pitch Crafting for Non-Profit (& For Profit) Ventures

Presentations & Public Speaking

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