Pitch Your Market. What you should know before you pitch. Linda S Plano, PhD
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1 Pitch Your Market What you should know before you pitch Linda S Plano, PhD
2 How to Participate Today Open and close your panel If you want to TALK or PITCH View, select, and test your audio If you want to TEXT Submit questions If you can hear me, please Raise your hand! 2016 Plano & Simple 2
3 About Linda PhD Stanford, BS MIT Career entrepreneur Experienced manager MITEF volunteer, program chair and board member since Plano & Simple 4
4 The point to a pitch Communicate Test your value proposition 2016 Plano & Simple 5
5 10 (Plano &) Simple Questions Every Pitch Should Answer 1. Who cares? 2. What do you do (in language I can understand)? 3. Why will you win? 4. How will you stay ahead? 5. Does it work? 6. How will you make money? 7. How much will you make? 8. Why you? 9. What will you do? 10. How much will it cost? 2016 Plano & Simple 6
6 Your customer is your most important investor If the customer won t buy, no other investors matter 2016 Plano & Simple 7
7 10 (Plano &) Simple Questions Every Pitch Should Answer 1. Who cares? 2. What do you do (in language I can understand)? 3. Why will you win? 4. How will you stay ahead? 5. Does it work? 6. How will you make money? 7. How much will you make? 8. Why you? 9. What will you do? 10. How much will it cost? Customer, market size & pain Business model Financial projections Pitch webinar at 17:00 today Plano & Simple 8
8 1. Who cares? Is there a big enough market? 1. Who cares? Market pain MUST have Have a problem you can fix Can afford to pay you to fix it NICE to have and KNOW it and are ALREADY paying for A fix Market size Exist in large numbers and can be found EASILY 2016 Plano & Simple 12
9 2016 Plano & Simple 13
10 Everyone will want one! Who is everyone? Your Mom? A few of your friends? Every Millennial on the planet? & how do you know? 2016 Plano & Simple 14
11 The investor has to have confidence that you have enough customers. So do you Plano & Simple 15
12 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 16
13 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 17
14 Market PAIN what is the problem? who has it? 2016 Plano & Simple 18
15 ? Tip # 1: TALK WITH YOUR CUSTOMERS! Solve the problem they have, not the one you like Bonus: Credibility with investors Plano & Simple 19
16 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 20
17 Market SIZE part 1 how much will they pay to fix it? Casual: Nothing I ll use a newspaper. Practical: $20, so I get to my meeting dry. Fashionable: $250, as long as it s unique. Desperate: I just spent $500 getting my hair done I ll pay anything! Casual: Nothing I ll read a newspaper. Practical: $10 for an hour of access to a laptop. Fashionable: $1500, as long as it s unique. Desperate: I have to finish this report I ll pay anything! 2016 Plano & Simple 21
18 Tip # 2: TALK WITH YOUR CUSTOMERS! Desperate customers are best Plano & Simple 22
19 Customer interview tips In person, if possible Phone OK, online poll not OK Talk to decision makers Minimum: 20 interviews Better: 100 interviews A discussion, not a pitch Their opportunity to complain, not your opportunity to sell Avoid discussing your innovation 2016 Plano & Simple 23
20 Essential questions Others we ve talked to have this problem. Do you have it as well? Yes! Please tell me more No! That s great! What would you say are the top 3 challenges you do face? What does it cost you to have this problem? Can you reduce the number of people needed? Can you reduce the cost of goods sold (COGS)? How much more can you make if you solve this problem? Can you increase market share? Can you add to their product portfolio and bring in new customers? 2016 Plano & Simple 24
21 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 25
22 Market SIZE part 2 how many of them are there? TOP down BOTTOM up 2016 Plano & Simple 26
23 TOP down Breaking news No idea Business networking All Social Media Platforms Friends & family (business) Search optimizers 2016 Plano & Simple 27
24 = * BOTTOM up 2016 Plano & Simple 28
25 Market SIZE part 2 how many of them are there? TOP down Which is better? Yes. BOTTOM up 2016 Plano & Simple 29
26 Places to get numbers Data sources D&B Hoovers Factiva LexisNexis Charles Schwab News sources CB Insights Crunchbase Techcrunch Mashable Mercurynews.com/vc Venturebeat Biography analysis sources Boardex Klout LinkedIn Salesforce data.com Pipl ZoomInfo Online analytics tools Tools for tracking competitors Attaain Compete Rivalmap Spyfu Most data services are expensive! 2016 Plano & Simple 30
27 Biz speak Total Addressable Market (TAM) Serviceable Addressable Market (SAM) Serviceable Obtainable Market (SOM) 2016 Plano & Simple 31
28 TAM SAM SOM Beachhead 2016 Plano & Simple 32
29 Tip # 3: Perform multiple analyses Make sure they are consistent to validate assumptions 2016 Plano & Simple 33
30 6. How will you make money? How many people will buy? MUST have 6. How will you make money? Customer acquisition Are open to innovation Know about your innovation NICE to have and are EXCITED about being early adopters and are EXCITED about having it Value chain Have the authority to buy it and are EXCITED to buy it 2016 Plano & Simple 34
31 If you build it, he will come Mysterious voice in Field of Dreams Don t count on it Plano & Simple 35
32 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 36
33 Our product will go viral! 2016 Plano & Simple 37
34 The Buy Side of the value chain Influencers YourCo Distributor(s) Buyers End User(s) 2016 Plano & Simple 38
35 More customer questions What is your buying process? Who makes the buying decision? What do they care about? When does the budget get set? PLUS study your competitors. How do I find more people like you? What online groups do you participate in regularly? What are the important conferences or trade shows? What are your must-read items? Journals Bloggers Etc Plano & Simple 39
36 Places to learn about the value chain Data sources D&B Hoovers Factiva LexisNexis Charles Schwab News sources CB Insights Crunchbase Techcrunch Mashable Mercurynews.com/vc Venturebeat Biography analysis sources Boardex Klout LinkedIn Salesforce data.com Pipl ZoomInfo Online analytics tools Tools for tracking competitors Attaain Compete Rivalmap Spyfu 2016 Plano & Simple 40
37 Tip # 4: Talk to all stakeholders Decision makers are most important Plano & Simple 41
38 Is there a big enough market? Market pull What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? Can you create a solution? How will you find them? How many will buy? Technology push What is your innovation? What problems does it solve? What is THE problem? Who has the problem? What will they pay to resolve it? How many people have it? How will you find them? How many will buy? 2016 Plano & Simple 42
39 7. How much will you make? How fast will they adopt? MUST have NICE to have 7. How much will you make? Segmentation Want your product and are DESPERATE for it Penetration Want your product and are DESPERATE for it 2016 Plano & Simple 43
40 95% of dentists do not attempt implants 2016 Plano & Simple 44
41 Tip # 5: Segment your markets for success Target low-hanging fruit first 2016 Plano & Simple 45
42 2 components of market penetration How fast can you make it? How quickly will they adopt it? 2016 Plano & Simple 46
43 2012 Plano & Simple Crossing The Chasm by Geoffrey Moore 47
44 Tip # 6: Conservative estimates aren t. Investors are looking for big wins Plano & Simple 48
45 1. Who cares? Market pain MUST have Have a problem you can fix Can afford to pay you to fix it NICE to have and KNOW it and are ALREADY paying for A fix Market size Exist in large numbers and can be found EASILY 6. How will you make money? Customer acquisition Are open to innovation Know about your innovation and are EXCITED about being early adopters and are EXCITED about having it Value chain Have the authority to buy it and are EXCITED to buy it 7. How much will you make? Segmentation Want your product and are DESPERATE for it Margins Want your product and are DESPERATE for it 2016 Plano & Simple 49
46 Pitch webinar at 17:00 today Plano & Simple 50
47 Best of luck and success! 2016 Plano & Simple 51
Plano & Simple
1 How to Participate Today Open and close your panel If you want to TALK or PITCH View, select, and test your audio If you want to TEXT Submit questions If you can hear me, please Raise your hand! 2016
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