Selling Your
Idea
(in 2 Minutes)
Stephanie Patterson
Can you really sell your
idea in 2-minutes?
No.
But you can get
a second meeting.
Warm
Intro
Elevator
Pitch
Flat
Deck
First
Meeting
2 minutes
=
250 words
What we’ll cover today
• Pitch content and structure
• Common mistakes and fixes
• Prompts for idea generation
Pitch content
High concept
pitch
Problem
Solved
Single
sentence
description;
product
category;
metaphor;
analogy
The
opportunity,
need, desire or
epiphany
moment
Unfair
Advantage
Credibility;
team; how
we’re different;
why us
Proof
Traction;
market; people
want this
The Ask
What you’re
looking for
from investors
Pitch structure
High concept
pitch
Problem
Solved
Unfair
Advantage
Proof
The Ask
25 seconds
25 seconds
25 seconds
25 seconds
20 seconds
“I know it sounds a little crazy, but I’ve come to
believe that a clear, compelling elevator pitch is
essential to growing a business. And I’ve paid
dearly for the evidence.”
-David Cowan
High concept pitch
Mistake
#1
You gloss over what
your product is and does.
Solution
Write a single sentence description.
Platform
Wearable
Interface
System
Solution
Service
Monitor
API
App
Engine
Dashboard
AI
Device
Network
Database
VR
SaaS
Community
Tool
Machine learning
Software
Marketplace
Sensor
Digital therapeutic
Hardware
Experience
Machine
What it is; who it’s for
[PRODUCT CATEGORY] for [NEW DOMAIN]
Rhumbix is a labor productivity
platform for construction.
Common is communal living for
millennials.
Getable is construction equipment
networked.
Key benefit; primary differentiator
[WHAT YOU DELIVER] and [WHAT’S UNIQUE ABOUT HOW YOU DO IT ]
Joymode. More fun while owning less.
AeroFS. Sync all your stuff, with or
without the cloud.
Value proposition
Our [COMPANY NAME] is [PRODUCT CATEGORY]
For [TARGET CUSTOMER]
That [KEY BENEFIT]
Adapted from Geoff Moore, Crossing the Chasm
[COMPANY NAME] is a software-only
orchestration platform that lets service
providers and large enterprises create
low-latency Cloud infrastructure
anywhere, at any scale, on any
network.
Omada is a 16-week online digital
health program that coordinates
everything people at risk for chronic
disease need to embrace lasting
change.
[COMPANY NAME] is a real-time
analytics platform that makes asking
questions of your data as easy as
having a conversation.
Today, business
intelligence is like...
Today, business
intelligence is like...
...but with us, it’s
like...
Problem solved
Mistake
#2
Your problem is too complex.
Solve for complexity 3
ways
1
2
3
Use targeted
data
Focus on the
opportunity
Tell a story
Unfair Advantage
Size of market
Marquee customer(s)
Team credibility
Track record of
founder(s)
Partner sales
Industry insider
Why us?
Leadership
Defensible IP
Paying customers
Growing user base
Rapid growth
First to market
Timing
Network
Successful pilots
Proof
Mistake
#3
You “fluff your numbers.”
How are you
delivering value
right now?
Types of proof
•
User numbers
•
Customers
•
Revenue
•
Interest generated
•
Pilot results/case study
•
Quotes from important people
•
Demo
•
Beta testing results
“This is the most
innovative thing we’re
doing right now as
company.”
“This empowers our field crews
with a greater understanding of
how their time impacts the
bottom line and how to address
it.”
The Ask
“Conviction about the inevitability of
success is contagious.”
-Chris Sacca
Pitch structure
High concept
pitch
Problem
Solved
Unfair
Advantage
Proof
The Ask
“Your pitch is your
first prototype.”
-Baehr & Loomis, Get Backed
The secret to a
great pitch is how
you arrange and
present your ideas.
Complete these sentences...
The standard approach to [PRODUCT/SERVICE NAME] is [CHALLENGE TO OVERCOME]
But what if you could… [HOW YOUR COMPANY WILL CHANGE THE WORLD]
Introducing… [SINGLE SENTENCE DESCRIPTION]
It’s like… [METAPHOR/ANALOGY]
Now is the time and we are the team, because… [UNFAIR ADVANTAGE]
and… [PROOF]
If you’re ready to be part of this, then… [CALL TO ACTION]
Nancy Duarte’s sparkline
The new
bliss
The call to
adventure
What could be
What is
Using contrast
rather than a practice in intentional value creation.
What could be
Most people think of seed stage
investing like panning for gold…
What is
Using contrast
to the character and skills of the founders
that will build the company.
What could be
We look beyond the analytics and
number crunching of a smart
investment…
What is
Final thoughts
• Use creative prompts to begin generating content
• Unclutter your problem
• Don’t fake it
• Use contrast to your advantage
• Make it a conversation; read your audience well
Thank you!
mrsstephpatterson@gmail.com