1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Entrepreneurial
Computer Science
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
Chapter 3: Art of Pitching
Patents…
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)
Team (name, Ids) & Business Name, Mantra, TagLine
Real World Progress (2nd half of the semester)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. 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.

5. 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.

6. 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…
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: 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.

8. 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.

9. 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.

10. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.3: CS Angle?
RESIST the temptation to talk technical!
Scientists/Engineers are excited about having found the solution
Investors/Customers are excited about making $$$
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)
Examples after break: ASTAV & CelloLeash…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

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

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Patents…
General concept of IP protection
Provisional vs. with-Claims
‘Patent Pending' vs. ‘Patent Number ,,,'
US filing vs. Israel filing
PCT & International Extension
Pricing (initial & on-going prosecution, pre- vs. post- investors)
Personal Experience: ASTAV…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.