presentazione Pitch

I pilastri di una startup
Dall’idea al pitch

Augusto Coppola

Progetto “Dai Credito Alle Tue Idee”, Azione Bando delle Idee, APQ Lazio 2007-2009, finanziato da

Experts

My first startup


What I mean by “success”?

60x

What did investors think about me?

Pure genius


VC Consultant


InnovAction Lab


What’s the secret ingredient?

There is no secret ingredient
(Po, Kung Fu Panda)


My second startup


What I mean by “failure”?

0x

What did investors think about me?

@#*WTF@]+!


No one understands a nut (not only me!)

http://en.wikipedia.org/wiki/Bessemer_Venture_Partners

We said no to: eBay, Apple, Intel, PayPal
(http://www.bvp.com/Portfolio/AntiPortfolio.aspx)


I pilastri

Impresa sociale ed impresa non sociale

Hanno le stesse regole di mercato

I tre pilastri

Vision
Idea imprenditoriale
Mission

Team


Vision: perché lo facciamo?

Creare valore anticipando i trend

Vision: esempi

Microsoft 1978
Ci sarà un computer su ogni tavolo di un ufficio

La mia prima startup 1996
Internet porterà alla creazione di nuovi servizi

La mia seconda startup 2002
I soldi non saranno l’unità moneta


4 qualità di una buona vision

1. Breve e scritta in modo semplice

2. Facile da capire, anche se discutibile

3. Diventa realtà in poco tempo (meno di 5 anni)

4. Se corretta ha una validità che dura nel tempo


Mission: cosa facciamo? Per chi?
Microsoft 1978
Sviluppare un sistema operativo facile da usare e adatto ad ogni
possibile computer

La mia prima startup 1996
Sviluppare un sistema che permetta agli operatori di
telecomunicazione di far pagare i servizi internet

La mia seconda startup 2002
Developing a Telco platform to dinamically authorize and price
purchases of any possible good based on any possible currency
combination


Mission: challenging your core asset

Don’t project into the future your past success
(i.e. success makes you blind)

Vision e mission “locali”

Ci sono trend e bisogni ovunque

Vision e mission attraverso i dati

Raccogliete dati pro e contro le vostre ipotesi


Provate a stimare il vostro mercato

Mercati grandi e che crescono veloci (CAGR > 10%)

Ora scrivete la vostra business idea

1. Quali sono i trend che notate?
2. Quale problema risolvete?
3. Chi sarà il vostro cliente?
4. Perché comprerà il vostro prodotto?
5. Siete in grado di capire quanto è grande il mercato?
6. Per quanto tempo ancora ci sarà questa opportunità?

Scrivete tutto in meno di 200 parole e iniziate a raccontarlo in
giro per raccogliere commenti


Qual è il valore dell'idea?

A person with a new idea is a crank
until the idea succeeds
(M. Twain)


Team: sapete farlo?

Microsoft Corporation, 1978

L'importanza del saper imparare

Fail fast and cheap (and move on)

Lavorare in team significa anche...

... capire che le critiche sono un mezzo per crescere


Team: chiarite bene gli obiettivi


Team: assicuratevi che tutti “pedalino”


What do you know about your market

nothing
Entrepreneurs live in world of surprises, they cannot afford the
luxury of prejudices

What do you know about your market

everything
We don’t know what the market will be.
We perfectly know what the market was.

Questions about founders
• Where are the founders from?
• What have they accomplished in the past?
• What is their reputation?
• Whom do they know?
• Who else needs to be on the team?
• Are they prepared to recruit high-quality people?
• How realistic are they about the venture chances?
• How will they respond to adversity?
• Do they have the mettle to make the inevitable hard choices
that have to be made?
• How committed are they to this venture?
• What are their motivations?

Fundamentals


Pitch purpose

Grab your audience
and
leave them wanting more


How to grab your audience

Don’t let them think


Quite common error: providing details

Sell the value, not the project


Avoid jargon and techno speech

What’s easier to understand?

Please bring your vehicle to a speed
not exceeding zero miles per hour at
this coordinate in space and time as
there is other vehicular traffic moving
STOP in a direction perpendicular to your
own and may intersect with your
vehicle’s current trajectory


Questions to answer in 10 minutes

1. What do you do? Why? For whom?
2. How can you do that? Can you prove it?
3. How can you make it financially sustainable?
4. Who are you?
5. Why you are the best? What is your secret ingredient?
6. What do you need? For doing what? When?
7. Please, can you recap everything?


Slides


Approach: one slide = one message

Each slide should be discussed in less than 90 seconds


Slide structure

Title
As less text as possible
One take away line

Pitch slides are not designed for Slideshare

Brain retention after 5 minutes

What you say : 5%
What they read : 30%
What they see : 80%


Anchorage concept

People read faster than you talk

Let them to find pivotal information in
advance on your slide…

…so they can easily follow what you say

Design concept: one is a good number

1 font style
1 animation style
1 coherent palette of colors

People give a meaning to what they see

Standing


Feet: keep them firm

Find an anchorage point and don’t move


Body: don’t look rigid, be flexible...

…well, not so flexible!


Hands: keep them in front of you

Use your hands to give emphasis

Eyes: look straight at your audience

Never read the slides!

Voice: clear, strong & full of passion

Tone Perception

Not fluent
Weak, timid
Low volume

Boring
No inflection
Unimaginative

You have to look fresh and spontaneous


Mouth: smiling and the secret ingredient

Make them laugh with you (not at you!)


Clothes: wear what they expect you do

If you have doubts: business casual is a safe bet


Final trick: practice, practice, practice

The more I practice, the luckier I get
(G. Player)


…ma, e l’elevator pitch?


I am Ciccio Paduccio, co-founder and CTO of QQ7.
QQ7 is developing a software for meeting the need to discover in real-time web
page updates and correlate them with the information coming from the financial
market
By correlating virtually any web update with the information flowing on the main
financial networks, we can reduce the investment risk for individual brokers and
institutions up to 75%.
The market we are addressing is worth more than €37B and is growing at CAGR
exceeding 22%
Abbiamo già sviluppato un prototipo della nostra tecnologia e cerchiamo un
finanziamento di €200k per sviluppare un piano di 12 mesi che ci permetterà di
produrre la prima versione commerciale, rinforzare il team ed essere pronti per
scalare a livello globale


Conclusion

People will forget what you say.
People will forget what you did.
People will never forget how you made them feel.
(M. Angelou)


Thanks

http://twitter.com/5anatre

http://it.linkedin.com/in/augustocoppola

http://www.facebook.com/augusto.coppola


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