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The Path to Persuasion:

Starting Point
Case studies
Meet Jason 
What’s his starting point?
Jason is the CEO of a company that provides analytics to
Health Care insurance companies. Until recently he was
bootstrapping his business. Now he has a chunk of funding
to build out his platform.
Jason is the CEO of a company that provides analytics to
Health Care insurance companies. Until recently he was
bootstrapping his business. Now he has a chunk of funding
to build out his platform.

Jason has been struggling to explain his value proposition. 
His process is first-of-its-kind, and complicated to explain.
Most prospective clients don’t understand how his software
can help and prefer to keep using their in house solution.
Jason is the CEO of a company that provides analytics to
Health Care insurance companies. Until recently he was
bootstrapping his business. Now he has a chunk of funding
to build out his platform.

Jason has been struggling to explain his value proposition. 
His process is first-of-its-kind, and complicated to explain.
Most prospective clients don’t understand how his software
can help and prefer to keep using their in house solution.

I met Jason at a networking event through a friend of mine.
When I tell Jason that I help startups pitch more
persuasively, he tells me that he’s unique and that a
complicated startup like his is an exception. He shows no
interest in understanding what I do.
What’s Jason’s start point?
Jason is the CEO of a company that provides analytics to
Health Care insurance companies. Until recently he was
bootstrapping his business. Now he has a chunk of funding
to build out his platform.

Jason has been struggling to explain his value proposition. 
His process is first-of-its-kind, and complicated to explain.
Most prospective clients don’t understand how his software
can help and prefer to keep using their in house solution.

I met Jason at a networking event through a friend of mine.
When I tell Jason that I help startups pitch more
persuasively, he tells me that he’s unique and that a
complicated startup like his is an exception. He shows no
interest in understanding what I do.
Problem	aware
Jason is the CEO of a company that provides analytics to
Health Care insurance companies. Until recently he was
bootstrapping his business. Now he has a chunk of funding
to build out his platform.

Jason has been struggling to explain his value proposition. 
His process is first-of-its-kind, and complicated to explain.
Most prospective clients don’t understand how his software
can help and prefer to keep using their in house solution.

I met Jason at a networking event through a friend of mine.
When I tell Jason that I help startups pitch more
persuasively, he tells me that he’s unique and that a
complicated startup like his is an exception. He shows no
interest in understanding what I do.
Problem	aware	
Doesn’t	see	a	need	
for	my	solu4on
If I want to pitch to Jason,
what would interest him?
If I want to pitch to Jason,
what would interest him?
“ I help startups to turn complicated ideas
into easy to understand concepts”
Meet Annie
What’s her starting point?
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe.
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe. 

Her company has just run a few proof of concept tests in small
companies. They only have small batch test equipment and need a
partner to help them scale up. It’s a tough sell.
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe. 

Her company has just run a few proof of concept tests in small
companies. They only have small batch test equipment and need a
partner to help them scale up. It’s a tough sell.

Potential customer love the idea, but don’t want to invest to build out
the platform. It’s too risky to build a plant and then find problems
getting to full scale production.
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe. 

Her company has just run a few proof of concept tests in small
companies. They only have small batch test equipment and need a
partner to help them scale up. It’s a tough sell.

Potential customer love the idea, but don’t want to invest to build out
the platform. It’s too risky to build a plant and then find problems
getting to full scale production. 

Annie needs help with strategy, pitching and introductions to grow her
business.

A colleague of Annie’s recently worked with me and gave an
enthusiastic endorsement. Based on my background I can help with all
3 of Annie’s problems. When I talk to Annie, she already knows what I
do, and we hit it off. But she seems concerned about my rates.
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe. 

Her company has just run a few proof of concept tests in small
companies. They only have small batch test equipment and need a
partner to help them scale up. It’s a tough sell.

Potential customer love the idea, but don’t want to invest to build out
the platform. It’s too risky to build a plant and then find problems
getting to full scale production. 

Annie needs help with strategy, pitching and introductions to grow her
business.

A colleague of Annie’s recently worked with me and gave an
enthusiastic endorsement. Based on my background I can help with all
3 of Annie’s problems. When I talk to Annie, she already knows what I
do, and we hit it off. But she seems concerned about my rates. 
Aware	my	
solu4on	solves	
her	need
Annie is the founder of a company with a new to the world industrial
organic cleaner. It’s 75% faster than traditional chemical cleaners, uses
less water, and is sustainable and environmentally safe. 

Her company has just run a few proof of concept tests in small
companies. They only have small batch test equipment and need a
partner to help them scale up. It’s a tough sell.

Potential customer love the idea, but don’t want to invest to build out
the platform. It’s too risky to build a plant and then find problems
getting to full scale production. 

Annie needs help with strategy, pitching and introductions to grow her
business.

A colleague of Annie’s recently worked with me and gave an
enthusiastic endorsement. Based on my background I can help with all
3 of Annie’s problems. When I talk to Annie, she already knows what I
do, and we hit it off. But she seems concerned about my rates. 
Aware	my	
solu4on	solves	
her	need	
Wondering	if	we	can	
make	a	deal	work	
with	my	rates
If I want to pitch to Annie, 
what would interest her?
If I want to pitch to Annie, 
what would interest her?
“I help businesses accelerate. 

I offer a variety of services for pitching, strategy
development and business development, and
have flexible rates for startups.”

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Starting point case studies

  • 1. The Path to Persuasion: Starting Point Case studies
  • 2. Meet Jason What’s his starting point?
  • 3. Jason is the CEO of a company that provides analytics to Health Care insurance companies. Until recently he was bootstrapping his business. Now he has a chunk of funding to build out his platform.
  • 4. Jason is the CEO of a company that provides analytics to Health Care insurance companies. Until recently he was bootstrapping his business. Now he has a chunk of funding to build out his platform. Jason has been struggling to explain his value proposition. His process is first-of-its-kind, and complicated to explain. Most prospective clients don’t understand how his software can help and prefer to keep using their in house solution.
  • 5. Jason is the CEO of a company that provides analytics to Health Care insurance companies. Until recently he was bootstrapping his business. Now he has a chunk of funding to build out his platform. Jason has been struggling to explain his value proposition. His process is first-of-its-kind, and complicated to explain. Most prospective clients don’t understand how his software can help and prefer to keep using their in house solution. I met Jason at a networking event through a friend of mine. When I tell Jason that I help startups pitch more persuasively, he tells me that he’s unique and that a complicated startup like his is an exception. He shows no interest in understanding what I do.
  • 7. Jason is the CEO of a company that provides analytics to Health Care insurance companies. Until recently he was bootstrapping his business. Now he has a chunk of funding to build out his platform. Jason has been struggling to explain his value proposition. His process is first-of-its-kind, and complicated to explain. Most prospective clients don’t understand how his software can help and prefer to keep using their in house solution. I met Jason at a networking event through a friend of mine. When I tell Jason that I help startups pitch more persuasively, he tells me that he’s unique and that a complicated startup like his is an exception. He shows no interest in understanding what I do. Problem aware
  • 8. Jason is the CEO of a company that provides analytics to Health Care insurance companies. Until recently he was bootstrapping his business. Now he has a chunk of funding to build out his platform. Jason has been struggling to explain his value proposition. His process is first-of-its-kind, and complicated to explain. Most prospective clients don’t understand how his software can help and prefer to keep using their in house solution. I met Jason at a networking event through a friend of mine. When I tell Jason that I help startups pitch more persuasively, he tells me that he’s unique and that a complicated startup like his is an exception. He shows no interest in understanding what I do. Problem aware Doesn’t see a need for my solu4on
  • 9. If I want to pitch to Jason, what would interest him?
  • 10. If I want to pitch to Jason, what would interest him? “ I help startups to turn complicated ideas into easy to understand concepts”
  • 11. Meet Annie What’s her starting point?
  • 12. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe.
  • 13. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe. Her company has just run a few proof of concept tests in small companies. They only have small batch test equipment and need a partner to help them scale up. It’s a tough sell.
  • 14. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe. Her company has just run a few proof of concept tests in small companies. They only have small batch test equipment and need a partner to help them scale up. It’s a tough sell. Potential customer love the idea, but don’t want to invest to build out the platform. It’s too risky to build a plant and then find problems getting to full scale production.
  • 15. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe. Her company has just run a few proof of concept tests in small companies. They only have small batch test equipment and need a partner to help them scale up. It’s a tough sell. Potential customer love the idea, but don’t want to invest to build out the platform. It’s too risky to build a plant and then find problems getting to full scale production. Annie needs help with strategy, pitching and introductions to grow her business. A colleague of Annie’s recently worked with me and gave an enthusiastic endorsement. Based on my background I can help with all 3 of Annie’s problems. When I talk to Annie, she already knows what I do, and we hit it off. But she seems concerned about my rates.
  • 16. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe. Her company has just run a few proof of concept tests in small companies. They only have small batch test equipment and need a partner to help them scale up. It’s a tough sell. Potential customer love the idea, but don’t want to invest to build out the platform. It’s too risky to build a plant and then find problems getting to full scale production. Annie needs help with strategy, pitching and introductions to grow her business. A colleague of Annie’s recently worked with me and gave an enthusiastic endorsement. Based on my background I can help with all 3 of Annie’s problems. When I talk to Annie, she already knows what I do, and we hit it off. But she seems concerned about my rates. Aware my solu4on solves her need
  • 17. Annie is the founder of a company with a new to the world industrial organic cleaner. It’s 75% faster than traditional chemical cleaners, uses less water, and is sustainable and environmentally safe. Her company has just run a few proof of concept tests in small companies. They only have small batch test equipment and need a partner to help them scale up. It’s a tough sell. Potential customer love the idea, but don’t want to invest to build out the platform. It’s too risky to build a plant and then find problems getting to full scale production. Annie needs help with strategy, pitching and introductions to grow her business. A colleague of Annie’s recently worked with me and gave an enthusiastic endorsement. Based on my background I can help with all 3 of Annie’s problems. When I talk to Annie, she already knows what I do, and we hit it off. But she seems concerned about my rates. Aware my solu4on solves her need Wondering if we can make a deal work with my rates
  • 18. If I want to pitch to Annie, what would interest her?
  • 19. If I want to pitch to Annie, what would interest her? “I help businesses accelerate. I offer a variety of services for pitching, strategy development and business development, and have flexible rates for startups.”