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Lecture 4

BU121 Lecture Notes - Lecture 4: Aphorism

Course Code
Laura Allan

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The Art of the Pitch
-”Everything is a presentation”
There are 4 “pitching formats”
-Elevator Pitch: Informal/ on the spot, if you blow it you’re done, if you nail it you will
move on to send an executive summary
-Executive Summary: Must hit all the key points, the idea is that the executive summary
will “get you in the door”
-PowerPoint/Slide Deck: Elaborate on the points mentioned in the summary without
getting into the “nitty gritty”, no report
-”Business Plan”: Extremely thorough and formal, finally giving the entire breakdown
Pitch then plan, not the other way around; Sequence should go pitch, presentation (10
slides, 20 minutes, 30 pt font), report
“Before you can capture people’s funding, you have to capture their trust. Before you
can capture their trust, you have to capture their attention”
The key elements:
-The pain statement: What is the need the product is going to address, what is the
problem you are trying to solve
-The gain statement: You must demonstrate the value proposition and competitive
advantage - how would your product solve the problem uniquely
-”What’s in it for me”: How do you make money, what is your revenue model, how much
funding are you looking for and what will you give up in exchange - don’t forget the “ask”
All of these elements be presented clearly and concisely.
-A pitch is a conversation, talk with your audience, not at them; make a connection
-Be yourself, be authentic; avoid being “too slick”, being authentic is how you build trust,
they’re not just buying into the product but buying into the person
-Make it personal, again, make an emotional connection
-Know your stuff, prepare extremely well, know it so well that you’ve gone past
memorization and the delivery is natural
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