The father of all demos:

How to make a product demo

that stands out

hello!

I am Moriya KassisI am here because I know how to make demos that

convert to sales, partnerships and funding opportunities.

You can find me at moriya@productsofthings.com

What makes me the right person to teach you about this?

I co-founded a startupand raised $300K

What makes me the right person to teach you about this?

I co-founded a startupand raised $300K

I consulted tens of startups in Israel and

abroad on funding issues

What makes me the right person to teach you about this?

I co-founded a startupand raised $300K

I consulted tens of startups in Israel and

abroad on funding issues

I am the Senior Venture Associate at UpWEst Labs

What makes me the right person to teach you about this?

If it was a table, let’s say that I have set in all of its 3 sides...

What makes me the right person to teach you about this?

If it was a table, let’s say that I have set in all of its 3 sides...

What are you here for?

What types of collaborations are optional? Investment, design partnership, selling the product, who knows.

(Really, you can never ever know. So you better nail it*)

*I mean it: you should nail it

� You are up against other companies � And even worse, against people's phones.Make investors, the press and everyone else pay attention.

BTW: Your audience will listen to you or read the content, but won’t do both.

WHO?

Who is talking? What does the group do?

Put your entire team to work.

CEOs will be super busy with the pitch, investors and media.Plan ahead and have the team help the CEO.

Every founder and early team member should be able to do the elevator pitch, look for investors, meet the press, help sift through people and schedule meetings.

HOW?

Who is talking? What does the group do?

Formidable yet coachable.

So to prove you're worth investing in, you don't have to prove you're going to succeed (simply because you can not), just that you're a sufficiently good bet.

What makes a startup a sufficiently good bet? In addition to formidable founders, you need a plausible path to owning a big piece of a big market.

So here's the recipe for impressing investors when

you're not already good at seeming formidable:

� Make something worth investing in

� Understand why it's worth investing in

� Explain that clearly to investors

this slide is generally used to

give context by associating the

unknown startup with a well

known company or market.

Phrases like “we’re x done right”

or “we’re AirBnB for x”.

Slide #1:

Helpful context for the

investor, better context

for the founder.

show the confusion or lack

of innovation through market

data, understanding of current

workflows and embarrassingly

outdated interfaces.

Slide #2:

That company or

market we just talked

about in slide #1?

Yeah, they/it sucks.

This will be often convey by a

screenshot of the new product,

quotes from customers or a

reengineered workflow that

simplifies the mess on slide #2.

Slide #3:

We don’t suck.

Technology? Markets? Biology?

You name it (for either the

demand or the supply side).

Just name it.

Slide #4:

Something has changed

and now it’s the perfect

timing to do our venture

Show that you were custom

made for the opportunities

you are attacking.

Slide #5:

We’re the team to do it.

technical achievements,

milestones with customers and

partners : the theme is clear-

we’ve done in this time more than

our competitors have in 6 years.

And we’re not letting up.

Slide #6:

We’re fast.

End your presentation with

a slide filled with logos of

existing customers.

Slide #7:

We’re growing…fast.

Sounds easy, right?

Sounds easy, right?

Think again.

Whatever you are doing, be sure to have a plan.

Have clarity on what you are trying to get out of the demo day and

focus on that:

Want to meet investors?

Review who is coming and how you will connect.

Want to generate more business? Run a special.

Want to create buzz?

Connect with the press and post on social media.

Whatever your goals are, plan ahead to make sure you hit them.

You’re not presenting your company or your product.

You’re presenting your story.

So you need to know what the story is and, more importantly,

how to make it compelling.

If people don’t like your story; they won’t like your company.

Make sure your presentation is tailored to that audience that day

A successful presentation should cover all of these points:

� Problem – What is the unmet need?

� Solution – What specific solution do you provide?

� Go-to-market –

How will you get this solution to your customers in scale?

� Market Opportunity –

How many targets can you reach and at what cost?

� Team – Why is this the team to execute the idea?

What market and/or industry experience do you have?

Each word matters so take the time to talk slowly and

deliberately. And don’t be afraid to pause.

To make the pitch go slower, you will need to have less words.

You will need to make each sentence shorter and simpler.

It is an exercise in deleting words that don't matter.

Have a trick up your sleeve? A big announcement?

Big new customer? Big promotion? A great new angel investor?

Something else truly remarkable? Announce it on demo day.

This is the place and time for big news and big reveals.

What you say

What you say… and

What you say… and

what the investors

are hearing

“If we will have

only 1% of the

market share, we

will be hugh”

“If we will have

only 1% of the

market share, we

will be hugh”

Good luck

and Hasta la

Vista.

This may be the worst way to trick up your sleeve.

Capturing 1% of the market is so hard!

“Meet my

advisory board”

“Meet my

advisory board”

You see advisors?

I see people

who did

not invest in

your company.

All I care about is who is taking a financial risk

at the company and whom I gonna bet on.

“We have

no competition.”

“We have

no competition.”

Chances are,

there's

no business

either.

If no one else is doing what you are aiming to do,

there is probably a good reason why.

If there is a competitor out there and you don’t know

about them (or mention them), please see the door.

“We have

financial

projections for

24 months.”

“We have

financial

projections for

24 months.”

Someone is here

to play with my

money

If you know what is going to happen in even 12 months,

go and buy a lottery ticket.

The financial projections are here to show that

you know how to think. Not that you know

how to gamble (using the investor’s money).

“We are going

to be viral.”

“We are going

to be viral.”

Any other black

magic that I

need to know

about?

One can’t simply aim to go viral.

One can’t even hope to get viral.

Your chances to win the lottery are higher so get back to coding.

“Once upon a time

… BLA BLA …

We did some

BLA BLA”

“Once upon a time

… BLA BLA …

We did some

BLA BLA”

I am sorry,

did you say

anything?

Your audience doesn’t need to know everything.

Select only the information that is relevant to your audience.

Just claim the results – “We saved these guys millions.”

– and move on. Details to follow.

You can make the point that the product works without putting the

audience to sleep.

thanks!

Any questions?

You can find me atmoriya@productsofthings.com