1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Technological Entrepreneurship
Yonah Alexandre Bronstein, PhD
Session 4
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

2. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Session Outline
Administrative Stuff
Homework Check: Elevator Pitch
Chapter 3: Art of Pitching
Investor Pitch Examples…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

3. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Administrative Stuff
Final Project: Investor “packet” for your Start-Up:
Investor Presentation (.ppt)
Executive Summary (.doc)
Business Log (.txt)
Business Name ,Team (name, id, ) &, Meaning, Mantra, TagLine, M.A.T., Positioning & Elevator Pitch [LAUNCH event]
Real World Progress (2nd half of the semester) [future events]
Captain’s Log!
Meaning:Star Trek
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. Homework Check: Elevator Pitch
Concept: for 20 seconds, captive audience in elevator 
Example “Bugs Bunny / Road Runner” Wile E. Coyote says:
“Allow me to introduce myself. My name is Wile E. Coyote… Genius. I am not selling anything, nor am I working my way through college, so let’s get down to cases. You are a rabbit, and I am going to eat you for supper. Now, don’t try to get away! I am more muscular, more cunning, faster, and larger than you are… and I’m a genius. Why, you could hardly pass the entrance examinations to kindergarten. So, I’ll give you the customary two minutes to say your prayers.”
Students’ turn…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

5. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: Pitching
Baseball term
Definition: speaking to influence (very goal oriented)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

6. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: How?
Fast start (explain yourself in 1st minute)
Explain relevance (“for instance…”)
Listen to audience reaction
Repeat…
KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

7. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: Crucial details
Pre-meeting research (background / current efforts)
1000 ft (not in the sky, not on the ground)
Take notes on feedback
(extra credit) Follow through
All this creates a meaningful dialogue, while creating strong impressions , which is all people have in the absence of facts…
Story? General Almog / Entebbe Raid:
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

8. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: Kawasaki Format
10 slides
20 minutes
30 point font
Can vary, but there is wisdom in this format... (In particular, “Want more details? Let’s schedule another meeting with the appropriate people…”)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

9. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch. 3: Investor Pitch
Title (organization name, your name & title, contact info)
Problem (pain that you alleviate, get attention from audience)
Solution (how you alleviate the pain, what you sell)
Business Model (how you make money, channels, margins)
Underlying Magic (technology/secret sauce – pictures > text, Hints!)
Marketing & Sales (how are you going to reach your customers?)
Competitive Analysis (complete view of the landscape)
Management Team (management, board of directors/advisors)
Financial Projections (5 year forecast, $$ and metrics: customer #, …)
Status, Timeline, Use of Funds (what will you do with investor $)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

10. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch. 3: Customer Pitch
Title (organization name, your name & title, contact info)
Problem (pain that you alleviate, get attention from audience)
Solution (how you alleviate the pain, what you sell)
Sales Model (what you sell and value proposition)
Underlying Magic (technology/secret sauce – pictures > text, Hints!)
Live Demo (“1 good demo = 1000 slides if you can do a good one…”)
Competitive Analysis (complete view of the landscape)
Management Team (management, board of directors/advisors)
Call to ACTION (Trial Period? Test installation?)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: CS Angle?
RESIST the temptation to talk technical!
Inventors: are excited about having found a solution
Inve$tors: are excited about making money
For the technical slide:
Do not give the “secret sauce” away, even under NDA
Give the Gist [Remez] (either in words or pictures)
Add 3rd party evidence that it works (higher credibility)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Q & A ?
For Next Session?
“The Project”: 1st draft of Investor pitch (<TBD’s> ok)
Example: (real-world) early ASTAV Investor pitch
Example: (students) CelloLeash pitch
“The Art of the Start”: prepare Chapter 4
Half way there…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.