DIGITAL STORYTELLING FOR BUSINESS
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A STUDY ON HOW TO PRESENT YOUR
STARTUP/IDEA/BUSINESS WITH DIGITAL STORYTELLING
Tom Laine, Innopinion Ltd Oy, tom.laine@innopinion.com
HOW TO PRESENT IDEAS AND STARTUPS TIME AND
PLACE IRRELEVANT? HOW TO TELL THE STORY?
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What if…
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We could support the ideas born outside of the big cities and local private investment pools?
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We could test the ideas early on with the potential target markets?
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We could help the investors – private and public alike – to better understand the potential of
these ideas and then perhaps fund the ideas more likely?
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We could do market-driven innovations and R&D?
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We could instead of a heavy business plan tell a visually engaging and better explanatory
stories of the ideas and the potential they may have?
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We could support our local startups to better present the ideas, develop the ideas, to get
better funding opportunities, and promote the ideas in general?
Yes, we can!
HOW TO PRESENT IDEAS AND STARTUPS?
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What would be the means to just do this?
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We went through a great number of startups, their ideas and how they pitched them,
talked to public and private funding representatives, interviewed the crowdfunding
platform providers, did wide and deep Internet searches, and found some interesting
common issues to solve, potential solutions, best practices, and lots of people who are
dealing with the same issues.
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All around the world people are dealing with the same issues and have tried solving this
problem. Here are the findings…
THE PITCHING CONCEPT
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The concept of pitching is becoming popular and best practices are born
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Pitching is a condenced way to present ones idea in short time for different purposes
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For investors, clients, partners, media…
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Pitching can be trained, even by yourself – try it with mirror or video
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…But it does take lots of practice to master!
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Forget sending business plans, pitching is the new black with startups
http://www.youtube.com/watch?v=Tq0tan49rmc
PITCHING FOR MONEY
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Lots of pitching contests and training available in various live events
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Ask your local accelerator or incubator or read the startup publications
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EBAN and its local representatives across Europe arrange and/or attend pitching events,
but also lots of independent activity
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Check out The Web Summit, Webit Congress, Slush, Le Web, etc.
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Midnight Pitch Fest next week in Oulu
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Pitching in events requires travel to certain place at certain time, hoping the ”right”
people are there, and of course, getting the pitch right with just one shot – in public in
front of a Jury or audience!
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Pitching has also gone online – SomePitching.com leading the way
PITCHING ONLINE
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SomePitching.com running since 2010 – a non-profit operation
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Pitching with video – shoot as many times as you wish, in your own time, at your home
or studio, with professional help if you wish
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MIT’s YouPitch, Founder Institute’s contest, and Test My Pitch also popular
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Not just a one-off pitch, but a promotional video, can be sent to investors, can include
animations or effects in many cases
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Rules define what can be included
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Pitch can also be marketing material
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Structure varies
HOW TO BUILD OR SUPPORT BUILDING THE VIDEO PITCH?
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Doesn’t have to be TV quality
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Practice and re-takes required
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Some companies in the field, providing support and have standardized structure, such as
Luoda’s OneMinStory concept
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Lots of (semi-)professional production companies or advertising agencies available
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The smaller the city, the less help is available…
Can you or your local school, accelerator, or public support organisation provide a
bluescreen, camera and facilities? Do they have practice to train the pitchers and shoot
and edit the video?
IT DOESN’T HAVE TO BE A PROFESSIONAL PRODUCTION…
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Vibsolas http://www.youtube.com/watch?v=jxkZYhlBTdo
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MokkaMokka http://www.youtube.com/watch?v=ofH_18BbBzc&list=PLa82lLz1w1kQWUn5eNJgZnQDVWKTGlCR
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Cosmic Gekko http://www.youtube.com/watch?v=wnWL3iu1b24&index=5&list=PLa82lLz1w1kQWUn5eNJgZnQDVWKTGlCR
VIDEO CAN BE A LOT OF THINGS
 Additionally
the use of video supports different types of possibilities
 360media-europe.com’s
 Remote
mentoring
 Supporting
 Test
Xsense video brochure
material to public funding applications
marketing
 Crowdfunding
VIDEO IN CROWDFUNDING
 According
to both crowdfunding platform providers, investors, and
companies pitching, video in a crowdfunding project has propably the
single biggest effect on the success of a crowdfunding campaign
 Pictures
tells more than a 1000 words is really true
 Video
is personal, at best gives face to the company, helps understand the
people/team, and creates trust!
 The
information overload… attention span shortening!
KEY FINDINGS
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Video is a great way to practice and execute pitching, allowing remote presentations in a
handy and informative way – everyone seems to think video is just coming to pitching
and is considered great!
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Video has several benefits in presenting an idea as such
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Investors love stories, and pictures and video speak louder than words
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Even public authorities would accept video to explain ideas much more in-depth
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Video pitch can also be used to test market potential
…but a really poor video can destroy the chances of funding!
So let’s be careful out there, practice (lots) before you preach!
EXAMPLES
 Asmo
 Iron
http://www.youtube.com/watch?v=QfRRunHyoA0
Sky Universe https://www.invesdor.com/fi/pitches/226
 Crowdlottery
https://www.fundedbyme.com/fi/campaign/3081/winnertakes-all-crowdlottery/?button=tile&from=browse#.U4z-CvkemYI
 Solar
Roadways https://www.indiegogo.com/projects/solar-roadways
THANK YOU!
I’D BE HAPPY TO ANSWER YOUR
QUESTIONS NOW OR LATER TODAY…
Tom Laine, Innopinion Ltd Oy, tom.laine@innopinion.com