Post on 20-Jul-2015
PáginaPJC Sterck 4
COMUNÍCATE PARA VENDER LAS IDEAS EN OTROS
MERCADOS
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PáginaPJC Sterck 5
COMUNiCATE, PARA VENDER LAS IDEAS EN OTROS
MERCADOS
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PáginaPJC Sterck 6
“COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS
MERCADOS
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PáginaPJC Sterck 7
“COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS
MERCADOS
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PáginaPJC Sterck 8
COMUNiCATE IDEAS with applied
common sense.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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The objective of an elevator pitch is to create enough interest and
intrigue so as to earn the opportunity to present your
whole idea.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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COMMUNICATION IN FOREIGN LANGUAGES
As defined in the Recommendation of the European Parliament and of the Council of 18 December 2006 on
Key Competences for Lifelong Learning (2006/962/EC):
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Definition:
Communication in foreign languages broadly shares the main skill dimensions of communication
in the mother tongue: it is based on the ability to understand, express and interpret concepts,
thoughts, feelings, facts and opinions in both oral and written form (listening, speaking, reading and
writing) in an appropriate range of societal and cultural contexts (in education and training,
work, home and leisure)…
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Essential knowledge, skills and attitudes related to this
competence: Competence in foreign languages requires knowledge of vocabulary and
functional grammar and an awareness of the main types of verbal interaction and registers of language. Knowledge of societal
conventions, and the cultural aspect and variability of languages is important. Essential skills for communication in foreign languages consist
of the ability to understand spoken messages, to initiate, sustain and conclude conversations and to read, understand and produce texts
appropriate to the individual’s needs. Individuals should also be able to use aids appropriately, and learn languages also informally as part of lifelong
learning.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
aspect
and variability of languages is important.
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A positive attitude involves the appreciation of cultural diversity,
and an interest and curiosity in languages and intercultural
communication.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
aspect
and variability of languages is important.
PJC Sterck página
slides
10 slides in a pitch deck
minutes
No more than 20 minutes
points
No text smaller than 30 points
S { V
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Guy Kawasaki10, 20, 30 Rule
10 20 30
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck1.- The Problem
•Grade your audience’s handicap on the theme.
•Make sure everybody understands and feels the problem.
•Use the right analogies and metafores.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck2.- Your Solution
•Even if it might look amazing, nobody has come up with a solution to this problem. But there is one!
•Explain your solution in words anybody can understand.
•It must be a heroic rescue of our audience from the deep dark problem you have made them encounter.
•Here it comes, present a demo, a picture, a video or a fiscal object.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck3.- Business Model
•Is it viable?
• Use numbers carefully, representing is more important than presenting.
•Size the problem (Market)
•Size the solution (potential)
•Identify the income (price)
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck4.- Underlying Magic - Technology
•Talk through the virtues of your solution and make sure everybody can understand.
•Enfasise the aspects that make your the best solution.
•The magic that makes it work, be feasible, reliable and scalable.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck5.- Marketing & Sales
•La pericia a la hora de crear un plan de implementación de nuestra solución es tan importante o más que la solución en sí.
•Hay que cuantificar el coste, el tiempo y el efecto deseado en la comunicación de este producto o servicio: “cost to market”.
•Asegúrate de expresar que el plan de marketing va acorde a la financiación y crecimiento en ventas estimadas.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck6.- Competitors
• The solution is not that unique.
• Identify your competitors.
• Why compete?
• What is your Unique Selling Point?
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck7.- The Team
•Who makes this possible?
•Identify the members of the team that are present (We all feel more confortable with people we have once seen).
•Tell their story, their previous achievements and demonstrate how proud you are to have them on your team.
•investors are more interested in talent than they are in ideas. for most savvy investors the team is the decision maker.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck8.- Projections and milestones
•“Hockey Stick”
•What are the main goals on your timeline? Break even, market acquisition, prototype?
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck9.- Status and timeline
•What has already been achieved
•Be realistic, these are the commitments you will be asked to achieve!
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Pitch Deck10.- Summary and Call to Action
•Remind the audience of the problem, the solution and the opportunity you are offering them
•What is the next thing they must do?
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PJC Sterck página
Burgers made from rat meat
Explosive silicone implants
I’ve seen the King, he’s alive!
Chinese people don’t die, they are fed as sweet and sour pork...
44
Urban legendsViral stories you want to tell
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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321
Three act structure, setup, confrontation and resolution.
AudienceCharacters: protagonist and antagonist.
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How to tell a storyElements in a story
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Summary of main points, emphasizing the most important points.
Telling a story based on a personal experience, narrative or anecdote to reinforce any idea impressively.
The action resource. (motivate the audience to act).
Look for emotional impact.
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Telling your storyOutcome
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Likabile
Trustworthynes
Great product or service
56
Be PassionateGuy Kawasaki
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
i
[
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Tips
Sell
“El propósito de tu pitch es vender, no enseñar. Tu trabajo es entusiasmar, no educar”. – Bill Reichert, Garage Technology Ventures
Don’t extend it more than strictly necessary
Mantén tu pitch corto, fácil de entender y con algo que enganche. Un high-concept pitch efectivo o datos estadísticos extraordinarios sobre tu negocio.
Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
!
!
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Tips
Conect
Es imprescindible que conectes emocionalmente con tu audiencia, que la conmuevas. La gente no sólo actúa apoyándose en información y estadísticas sino impulsada por sus emociones.
Inspire
Sé apasionado: Si no parece que tú estás emocionado con el proyecto, nadie lo estará. No tengas miedo de mostrar tu entusiasmo.
PJC Sterck página 64
Guy Kawasakiextraordinary product
Stupid
Ability to offer
something unique
.com Price
X
Perceived Value
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PJC Sterck página
“This nation should commit itself to achieving the goal, before the decade is out, of landing a man on the moon and returning him safely to the earth.”
John F. Kennedy
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Great ideascan be told in a single frase.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Protagonist or hero
The hero in your story might be your idea, the solution to the problem you have presented, could be your brand, your team or even your technology.
Antagonist or vilan
Could be characterised as the problem that we are going to resolve or the solution that was being used until now, could be the reason why your idea is so necessary.
LUke Independent Press
Jessica SMITH New Times Magazine
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Telling your story
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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15%
Personal presentation, title,
main objective, scope.
70%
Exposure development. We
use graphs, diagrams and images.
15%
Summary, conclusions, call to action, questions
(Q & A).
IntroducTION PLOT OUTCOME
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Three scene structureTelling your story
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PJC Sterck página
Objectives
The objective is to crear sufficient interest so as to want to explore our business plan in greater depth, the final reward will be investment or resources.
Values
Intrigue, ROI potential, potential to change the world.
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AudienceInvestors
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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AudienceInvestors: Tips
1.Make them feel the pain
2.They must believe in the solution
3.Prove that you can do it better than anybody else
4.Demonstrate that you understand the risk for the investor
5.Don’t get into too much detail when talking numbers, if they are interested, they will ask.
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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AudienceInvestor Questions
1.What is your business about?
2.Which are the barriers to entry for competitors?
3.Who are the large companies in your sector and why don’t
they do this?
4.What do you need the money for?
5.When will the money run out, break even or before?
6.Have you got clients? Have you spoken to potentials?
7.What is your marketing strategy?
8.What are the nuts and bolts (eg. programming language)?
9.How well does your business scale?
10.Who is your team, what is your background?
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PJC Sterck página
Objectives
The main objective might be a sale, create an individual relashionship with a member in the audience, achieve permission or a subscription for a future contact (Permission marketing).
Values
Intrigue, commitment, satisfaction.
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AudienceClients
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Audience clientsSeth Godin: Tribe Theory
Innovators
Early adopters
Early & late majority
Laggards
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
PJC Sterck página
Objectives
The objective is to motivate through leadership.
VALUES
Pride, belonging, personal achievement.
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AudienceStaff
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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AudienceNeeds
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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Steps in persuasionCollin Theriot
Possibility
Potential
Demonstration
Pursuit
Pleasure Converse
Novice
Passion
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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AudienceWho needs what?
Investors & partners
Equity ROI
Clients Sales Satisfaction Converse
Staff Leadership Pride
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la
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AudienceEvangelists
Converts are those who have interacted for being investors, partners, suppliers, customers or
employees who are not only convinced by our presentation but also will echo it.
These are our most valuable allies, our:
Evangelists
Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: pcano@factoria.la