把你的  startup  帶到世界    打造國際⽔水平的簡報  

!Sep  20,  2014

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10 週新創事業實戰營

4

全端設計與  開發

Mobile  App    開發

Full Time Full Time Part Time

行銷實戰技

Pre-reading list

• Airbnb Series A Pitch Deck!! http://www.pitchenvy.com/gallery/airbnb-pitch-deck/

• TED Talk: Amy Cuddy on Body Language!! https://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are

• TED Talk: David Rose on Pitching to VCs!! http://www.ted.com/talks/david_s_rose_on_pitching_to_vcs

• Guy Kawaski 10 slides!! http://blog.guykawasaki.com/2005/12/the_102030_rule.html

• Order with Me - Tech Crunch Disrupt Beijing!! http://techcrunch.com/video/order-with-me/517390015/

Agenda

• Dry Run (30 min)

• Story Telling (60 min)

• Break + Exercise 1 (60 min)

270 分鐘

• Startup Pitch Essentials (20 min)

• Break + Exercise 2 (60 min)

• Business Framework & Tools (40 min)

講師介紹

Ellie Chang!• Associate, Booz & Company!• MBA, Ross School of Business, University of Michigan!• HK & TW Purchases Leader, Procter & Gamble

Bernard Chan!• Founder, ALPHA Camp!• Regional Director, Yahoo!!• Consultant, Bain & Company!• MBA, MIT Sloan School

先互相認識⼀一下

You go first

This is not an English Class

OBJECTIVE!!

High-level direction of building an effective (startup / business) pitch

Detailed Business Presentation

Startup Pitch

vs

Story Telling ｜ 說故事

Bernard’s

Telling good story

What makes a good movie?

16

Three parts to a good movie

Script Visual Acting

Script

• Structure & Logical

• Connects with Audience

• Meaning / Message / Impact

Elements of a good script

• A satisfactory ending

Ending = Decision / Next Steps

Ghost Deck

20

從前有一個國王

21

他想買一件新衣

22

最後，每個人都在嘲笑他

23

Storyboarding

Slide sorter

VisualPicture is worth thousand words…

Landscape War Scene

SuspenseClose-up

Slide < > Scene

Imagery

Source

Data

Data

Flow chart / process

Product

Key message

Suspense

Attention

你的⼈人跟你的投影⽚片⼀一直在競爭

YOU

才是簡報的核⼼心

36

Less is more

ActingPeople is everything

80%20%

Delivery

Content

Single most important thing about a VC pitch

YOU

Personal Traits

Integrity

Exp / Knowledge

Passion

Confidence

Skills

Leadership

Vision

Commitment

Realism

CoachableSource: http://www.ted.com/talks/david_s_rose_on_pitching_to_vcs

80%Practice

The key to storytelling is !not your perfection but your humanity!

!Garr Reynolds

A powerful story

Amy Cuddy

“I had a car accident when I was 19…

“I felt entirely powerless…

“I was so afraid…

A good story is deeply personal, yet universal to all of mankind

Business Framework & Tools

Horizontal Logic and Vertical Logic

Horizontal logic = a narrative flow of all the headlines

Vertical logic = a link between the headline and its support- ing data

Company ABC has experienced profitable growth in recent years

Driving Forces Company ABC Revenue & Profit Trend!2003 - 2007

Strong organic growth!▪ Increasing # of product innovation!▪ Expanded channel!▪ Market launch in LA market!!Successful cost restructuring program!!Aggressive on-going cost mgmt!!!

However, ABC is still working toward becoming the market leader

Market Share !2007

19%

57% SeriesSeries

24%

SeriesXYZ

ABCDEF

Market Penetration!2007

ABD 58%

DEF 63%

48

47

46.3%

45.5%

Age Phones % with Smartphone

Gender % Male

With the proposed market expansion, ABC can expect to increase its market dominance

Mock up – check your logic

Tools

表現數據的圖表⼯工具

Area Chart

0

2

4

6

2007 2008 2009 2010 2011 2012 2013 2014

Series

Y Axis

Stacked Area Chart

0

5

10

15

20

25

2007 2008 2009 2010 2011 2012 2013 2014

SeriesSeries

Y Axis

SeriesSeries

100% Area Chart

2007 2008 2009 2010 2011 2012 2013 2014 2015

Series

Series

Series

100%

Bar Chart

46

31

202007

2008

2009

Series

Stacked Bar Chart

50

35

45

20

32

44

20

31

46

2720 1392007

4746

3931 1662008

2282009

SeriesSeries SeriesSeriesSeries

Clustered Bar Chart

46

31

20

47

39

27

45

35

50

444647

39

272020

2007

3231

2008

2009

SeriesSeriesSeriesSeriesSeriesSeries

Column Chart

46

31

20

2007 2008 2009

Series

Stacked Column Chart

50

453532

4431

46

2020

2720

139

2007

3931

166

2008

47

46

228

Series

Series

2009

Series

Series

Series

100% Stacked Column Chart

36% 21% 20%

15% 19% 19%

15% 18% 20%

20%15%

139

21%

2007

23%

20%

228

18%

166

2008 2009

SeriesSeriesSeries

Series

Series

100%

Clustered Column Chart

46

31

20

4739

27

45

35

5044

32

20

46

31

20

4739

27

2007 2008 2009

SeriesSeriesSeriesSeriesSeriesSeries

Combination Chart

35

232632

21302623

53

3539

48

32

4539

35

0102030405060

2007 2008 2009 2010 2013 2014

SeriesSeries

Y Axis

2011 2012

Stacked Column Chart with Secondary Axis

0

10

20

30

40

50

0

2

4

6

8

10

2

23

25

2007

4

26

30

2008

6

30

36

2009

5

21

26

2010

436

2011

6

26

32

2012

8

23

31

2013

9

35

44

2014

SeriesSeriesSeries

Y Axis Y Axis

32

Line Chart

0

2

4

6

8

10

2007 2008 2009 2010 2011 2012 2013 2014

Y Axis

Series

Multiple Series Line Chart

0

5

10

15

2007 2008 2009 2010 2011 2012 2013 2014

SeriesSeriesSeriesSeriesSeries

Y Axis

Pie Chart

19%

57% SeriesSeries

24%

Series

24%

57% Series

Series

19%

19%

Series

Series

Mekko Chart with Unit Axis

98

46

20

164

Label

64

47

25

136

Label

79

79

22

180

Label

Series

Series

SeriesX Axis

Mekko Chart with 100% Axis

100%19%

26%

55%

Label

Series

Series

Series

X Axis

52%

8%

40%

Label

45

82%

5%13%

Label

23 7

Scatter Chart

0

1

2

3

4

0 5 10 15 20 25 30 35

Y Axis

Label

Label LabelLabel

LabelLabel

Label LabelLabel

LabelABC

X Axis

Bubble Chart

0

10

20

30

40

0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 5,0 5,5 6,0

LabelLabel

Label

LabelLabel

ABC

X Axis

Y Axis

Waterfall Chart

24

123

6

Label

123

6

Label

SeriesSeriesSeries

Label

6

32 1

Label

6

32 1

Label

24 6

Label

32 1

Label

2 1SeriesSeriesSeries

Label

6

32 1

Label

6

32

3

6

Label

1

80%Practice

Startup Pitch

Bernard’s

Guy Kawasaki: 10 / 20 / 30

10 Slides

20 Minutes

30 Point Font

Guy Kawasaki: 10 / 20 / 30

Problem

Business model

Solution

Technology (how)

Marketing & Sales

Competition

Projections

Team

Status / Timeline

Call-to-action

Linkedin Series B Greylock

Linkedin Series B Greylock

78

A few key points

Starting!Point

The!possibility

1. Sell a big dream !but!

start with something you can win

2. Be very strong in!two of these three

Team

Traction

“if you have traction, lead with traction”

Customer understanding

3. Personal story is a good start

Single most important thing about a VC pitch

YOU

10 週新創事業實戰營

89

全端設計與  開發

Mobile  App    開發

Full Time Full Time Part Time

行銷實戰技

End

www.alphacamp.tw