16. Comunícate para vender las ideas en otros mercados - Pablo Caño

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COMUNÍCATE PARA VENDER LAS IDEAS EN OTROS

MERCADOS

Pablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: [email protected]

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COMUNiCATE, PARA VENDER LAS IDEAS EN OTROS

MERCADOS


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“COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS

MERCADOS


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“COMUNiCATE”, PARA VENDER LAS IDEAS EN OTROS

MERCADOS


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COMUNiCATE IDEAS with applied

common sense.


TopPresenting efficiently

Pitches

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The objective of an elevator pitch is to create enough interest and

intrigue so as to earn the opportunity to present your

whole idea.



COMMUNICATION IN FOREIGN LANGUAGES

As defined in the Recommendation of the European Parliament and of the Council of 18 December 2006 on

Key Competences for Lifelong Learning (2006/962/EC):



Definition:

Communication in foreign languages broadly shares the main skill dimensions of communication

in the mother tongue: it is based on the ability to understand, express and interpret concepts,

thoughts, feelings, facts and opinions in both oral and written form (listening, speaking, reading and

writing) in an appropriate range of societal and cultural contexts (in education and training,

work, home and leisure)…



Essential knowledge, skills and attitudes related to this

competence: Competence in foreign languages requires knowledge of vocabulary and

functional grammar and an awareness of the main types of verbal interaction and registers of language. Knowledge of societal

conventions, and the cultural aspect and variability of languages is important. Essential skills for communication in foreign languages consist

of the ability to understand spoken messages, to initiate, sustain and conclude conversations and to read, understand and produce texts

appropriate to the individual’s needs. Individuals should also be able to use aids appropriately, and learn languages also informally as part of lifelong

learning.


aspect

and variability of languages is important.


A positive attitude involves the appreciation of cultural diversity,

and an interest and curiosity in languages and intercultural

communication.


aspect

and variability of languages is important.

1.- Practica tu Pitch.

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2.- KISS

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PJC Sterck Pablo Caño Sterck Teléfono: 902 023 101 | e-mail: [email protected]

3.- No leas un guión.

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4.- Magia potagia, la ppt

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slides

10 slides in a pitch deck

minutes

No more than 20 minutes

points

No text smaller than 30 points

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Guy Kawasaki10, 20, 30 Rule

10 20 30


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Pitch Deck1.- The Problem

•Grade your audience’s handicap on the theme.

•Make sure everybody understands and feels the problem.

•Use the right analogies and metafores.



Pitch Deck2.- Your Solution

•Even if it might look amazing, nobody has come up with a solution to this problem. But there is one!

•Explain your solution in words anybody can understand.

•It must be a heroic rescue of our audience from the deep dark problem you have made them encounter.

•Here it comes, present a demo, a picture, a video or a fiscal object.



Pitch Deck3.- Business Model

•Is it viable?

• Use numbers carefully, representing is more important than presenting.

•Size the problem (Market)

•Size the solution (potential)

•Identify the income (price)



Pitch Deck4.- Underlying Magic - Technology

•Talk through the virtues of your solution and make sure everybody can understand.

•Enfasise the aspects that make your the best solution.

•The magic that makes it work, be feasible, reliable and scalable.



Pitch Deck5.- Marketing & Sales

•La pericia a la hora de crear un plan de implementación de nuestra solución es tan importante o más que la solución en sí.

•Hay que cuantificar el coste, el tiempo y el efecto deseado en la comunicación de este producto o servicio: “cost to market”.

•Asegúrate de expresar que el plan de marketing va acorde a la financiación y crecimiento en ventas estimadas.



Pitch Deck6.- Competitors

• The solution is not that unique.

• Identify your competitors.

• Why compete?

• What is your Unique Selling Point?



Pitch Deck7.- The Team

•Who makes this possible?

•Identify the members of the team that are present (We all feel more confortable with people we have once seen).

•Tell their story, their previous achievements and demonstrate how proud you are to have them on your team.

•investors are more interested in talent than they are in ideas. for most savvy investors the team is the decision maker.



Pitch Deck8.- Projections and milestones

•“Hockey Stick”

•What are the main goals on your timeline? Break even, market acquisition, prototype?



Pitch Deck9.- Status and timeline

•What has already been achieved

•Be realistic, these are the commitments you will be asked to achieve!



Pitch Deck10.- Summary and Call to Action

•Remind the audience of the problem, the solution and the opportunity you are offering them

•What is the next thing they must do?


5.- Respetar la cultura local

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6.- Inspirate en otros

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PJC Sterck Pablo Caño Sterck Teléfono: 902 023 101 | e-mail: [email protected]

Elevator pitch

7.- cuenta tu historia en su contexto

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Burgers made from rat meat

Explosive silicone implants

I’ve seen the King, he’s alive!

Chinese people don’t die, they are fed as sweet and sour pork...

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Urban legendsViral stories you want to tell


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Three act structure, setup, confrontation and resolution.

AudienceCharacters: protagonist and antagonist.

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How to tell a storyElements in a story


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Summary of main points, emphasizing the most important points.

Telling a story based on a personal experience, narrative or anecdote to reinforce any idea impressively.

The action resource. (motivate the audience to act).

Look for emotional impact.

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Telling your storyOutcome


8.- Practica

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8.- Practica Mas

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8.- Practica aun Mas

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8.- Practica hasta que tu pareja…

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9.- compite con tus fortalezas

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10.- Se tu mismo

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Likabile

Trustworthynes

Great product or service

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Be PassionateGuy Kawasaki


11.- Se la mejor versión posible de ti mismo!

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11.- Se la versión más apasionada de ti mismo!

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Questions

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Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: [email protected]

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Tips

Sell

“El propósito de tu pitch es vender, no enseñar. Tu trabajo es entusiasmar, no educar”. – Bill Reichert, Garage Technology Ventures

Don’t extend it more than strictly necessary

Mantén tu pitch corto, fácil de entender y con algo que enganche. Un high-concept pitch efectivo o datos estadísticos extraordinarios sobre tu negocio.

Mi LOGO PáginaPablo Caño Sterck Teléfono: 639 15 36 91 | e-mail: [email protected]

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Tips

Conect

Es imprescindible que conectes emocionalmente con tu audiencia, que la conmuevas. La gente no sólo actúa apoyándose en información y estadísticas sino impulsada por sus emociones.

Inspire

Sé apasionado: Si no parece que tú estás emocionado con el proyecto, nadie lo estará. No tengas miedo de mostrar tu entusiasmo.

www.pablojcano.com

YOUTHANKFOR watching

&


Guy Kawasakiextraordinary product

Stupid

Ability to offer

something unique

.com Price

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Perceived Value


Tell a story

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“This nation should commit itself to achieving the goal, before the decade is out, of landing a man on the moon and returning him safely to the earth.”

John F. Kennedy

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Great ideascan be told in a single frase.


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Protagonist or hero

The hero in your story might be your idea, the solution to the problem you have presented, could be your brand, your team or even your technology.

Antagonist or vilan

Could be characterised as the problem that we are going to resolve or the solution that was being used until now, could be the reason why your idea is so necessary.

LUke Independent Press

Jessica SMITH New Times Magazine

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Telling your story


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15%

Personal presentation, title,

main objective, scope.

70%

Exposure development. We

use graphs, diagrams and images.

15%

Summary, conclusions, call to action, questions

(Q & A).

IntroducTION PLOT OUTCOME

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Three scene structureTelling your story


Be passionateWe are all atracted by passionate people, people who transmit energy.

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Your AudienceYou might know who they are but, do you know what moves them?

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Objectives

The objective is to crear sufficient interest so as to want to explore our business plan in greater depth, the final reward will be investment or resources.

Values

Intrigue, ROI potential, potential to change the world.

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AudienceInvestors



AudienceInvestors: Tips

1.Make them feel the pain

2.They must believe in the solution

3.Prove that you can do it better than anybody else

4.Demonstrate that you understand the risk for the investor

5.Don’t get into too much detail when talking numbers, if they are interested, they will ask.



AudienceInvestor Questions

1.What is your business about?

2.Which are the barriers to entry for competitors?

3.Who are the large companies in your sector and why don’t

they do this?

4.What do you need the money for?

5.When will the money run out, break even or before?

6.Have you got clients? Have you spoken to potentials?

7.What is your marketing strategy?

8.What are the nuts and bolts (eg. programming language)?

9.How well does your business scale?

10.Who is your team, what is your background?


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Objectives

The main objective might be a sale, create an individual relashionship with a member in the audience, achieve permission or a subscription for a future contact (Permission marketing).

Values

Intrigue, commitment, satisfaction.

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AudienceClients



Audience clientsSeth Godin: Tribe Theory

Innovators

Early adopters

Early & late majority

Laggards


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Objectives

The objective is to motivate through leadership.

VALUES

Pride, belonging, personal achievement.

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AudienceStaff



AudienceNeeds



Steps in persuasionCollin Theriot

Possibility

Potential

Demonstration

Pursuit

Pleasure Converse

Novice

Passion



AudienceWho needs what?

Investors & partners

Equity ROI

Clients Sales Satisfaction Converse

Staff Leadership Pride



AudienceEvangelists

Converts are those who have interacted for being investors, partners, suppliers, customers or

employees who are not only convinced by our presentation but also will echo it.

These are our most valuable allies, our:

Evangelists


Pitch Deck: PowerpointThe tool we use to emphasise our presentation, on which we support our speech and with which we demonstrate what we are saying.

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16. Comunícate para vender las ideas en otros mercados - Pablo Caño

Small Business & Entrepreneurship

Transcript of 16. Comunícate para vender las ideas en otros mercados - Pablo Caño