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Essentials of a Great Investor Pitch - Entrepreneurship 101

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This lecture covers all the essentials of building and delivering an effective pitch to help you find financing for your entrepreneurial venture or sell your product to customers. Learn the elements of a good pitch deck and identify the key elements of good communication that successful start-ups use. Lecture video: http://www.marsdd.com/entrepreneurs-toolkit/sessions/the-pitch
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  • Pg 2!

    2012 Peter Evans, MaRS Discovery District!

    Presented By:!

    Peter Evans !Entrepreneur-In-Residence, MaRS!

    Founder & CEO, Speakerfile !

    @techmarketer!

    May 2, 2012!

    @speakerfile!

  • Pg 3!

    2012 Peter Evans, MaRS Discovery District!

    Other Peoples Money Fundamentally Changes Everything!

    Vision | Talent | Money

  • Pg 4!

    2012 Peter Evans, MaRS Discovery District!

    The Investment Paradox!Entrepreneurs & Investors Take Different Approaches!

    Getting to!!

    NO!

    Investor!Entrepreneurs !

    Getting to!!

    YES!

  • Pg 5!

    2012 Peter Evans, MaRS Discovery District!

    Finding the Right Match!Matching the Venture to the Investor!

    Successful!Track !

    Record!

    Compatible!Match of !

    Size/Stage/!Geography!

    Strategic!Relevant!Portfolio!

    Friendly!No directly!competitive!investments!

    Capacity!Has funds !to invest!

    The Right!Investor!

    Entrepreneurs want! Investors want...!

    Platform!Significant "

    Technological"Advantage!

    Market !Sizable and "Addressable!

    IP &!Bus. Model !

    Entry Barriers!

    Traction!Early "

    Customers"!

    Team!Skills & "

    Track Record!

    The Right!Investment!

  • Pg 6!

    2012 Peter Evans, MaRS Discovery District!

    Getting to Yes: 3 Levels of Engagement!

    Emotional! Rational! Financial !

  • Pg 7!

    2012 Peter Evans, MaRS Discovery District!

    Engaging Investors on All 3 Levels!

    ! Storify!Create a well paced, logical narrative.think storyboard!

    ! Disnify!Use visuals - frameworks, graphics and imagesBut only where they make senseyou are not keynoting a TED talk!

    ! Personify!Relate to the teams personal experiencesinvestors are in the people business. !

    ! Simplify!Avoid too much detail, overused buzzwords and jargongetting a term sheet after first meeting is not the goal !

    ! Verify!Can you finish this sentence? As evidenced by Show a sense of discipline in measuring the right things from market research to key metrics for the business!

    !Some tips for scoring on emotional, rational financial elements !!

  • Pg 8!

    2012 Peter Evans, MaRS Discovery District!

    Components of the Investor Pitch!

    Real!Problem!

    #1!

    AttractiveMarket!

    #2!

    Unique!Advantage!

    #3!

    Compelling Investment!

    #4!

  • Pg 9!

    2012 Peter Evans, MaRS Discovery District!

    Start!

    Pacing the Pitch!Selling your story in 12 minutes!

    End!

    Real!Problem!

    (3 min)!

    #1!AttractiveMarket!

    (4 min)!

    #2!Unique!

    Advantage!

    (3 min)!

    #3!Compelling Investment!

    (2 min)!

    #4!Real!

    Problem!

    (3 min)!

    #1!Attractive Market!

    (4 min)!

    #2!Unique!

    Advantage!

    (3 min)!

    #3!

    !"#$%&'"()*+,&-"./&,"*0&"123-&)34&,"$4)5"""

  • Pg 10!

    2012 Peter Evans, MaRS Discovery District!

    Answering the So What?!

    Real !Problem!

    1!

    Focusing a Problem that Matters!

  • Pg 11!

    2012 Peter Evans, MaRS Discovery District!

    Creating Impact!

    ! Core Value Proposition: Use a single sentence:!

    ! Unique Benefit: Focus on one single aspect of what you do (akathe big idea)!

    ! Metaphors: Provide a cognitive connection (the movie pitch) i.e. were the x of the y business. !

    ! Emotion: Create a visceral response (why are things still done this way?) Be provocative.Nice to haves arent investable!

    The Company & Its Solution Elevator Style!

    Real Problem!

    Introduction"

    Key Message: Were fixing the insanity of the status quo!

    Start! Min 3!

  • Pg 12!

    2012 Peter Evans, MaRS Discovery District!

    Start!

    ! Current State: Show the insanity of how customers address the issue today!

    ! Historical Evolution: Whats changed in the customers mindset !

    ! Personas: Describe the main players in your market you address!

    ! Pictures: Every picture tells a story!

    Real Problem!

    Introduction"

    Problem"

    Defining the Problem!Paint a picture of who has this pain!

    Key Message: Were solving real painnot nice to haves!

    Min 3!

  • Pg 13!

    2012 Peter Evans, MaRS Discovery District!

    ! Product: What is it? "(screen shots, product photos)!

    ! Functionality: The Who + Do!

    ! Benefits: High level value!

    ! Category: Where do you play?!

    ! Stage: What is the readiness of the solution? !

    !

    Real Problem!

    Introduction"

    Problem"

    Solution"

    Your Solution to the Rescue!Describe WHAT you do and HOW you do it!

    Key Message: Our solution is novel and easy to understand!

    Start! Min 3!

  • Pg 14!

    2012 Peter Evans, MaRS Discovery District!

    ! Founded (Year)!! Employees (FT/PT) Offices!! Product Release(s)!! Beta Users/Unique Views/ Registrations!! Paying Customers!! Partners (Technology/Channel)!! Certifications/Industry Awards!! Media Coverage!! Patents!

    Real Problem!

    Introduction"

    Problem"

    Solution"

    Traction"

    Whats Been Achieved to Date?!Show your ability to succeed: On lots of sweatlittle $!

    Key Message: Our team is committed and can execute!

    Start! Min 3!

  • Pg 15!

    2012 Peter Evans, MaRS Discovery District!

    Changing the Way Dentists Detect & Treat Tooth Decay

    Investor Presentation: Quantum Dental Technologies

    October 20th, 2010 MaRS Angel Breakfast

    Lisa Crossley, CEO

    Case Study: Quantum Dental!

  • Pg 16!

    2012 Peter Evans, MaRS Discovery District!

    Gold standard detection methods (visual & x-ray) fundamentally unchanged for decades.

    Existing Tooth Decay Diagnostics

    Tooth Decay Detected

    Case Study: Quantum Dental!

  • Pg 17!

    2012 Peter Evans, MaRS Discovery District!

    by Quantum Dental Technologies

    Canary interactive software and printed patient reports

    The Canary Console

    Case Study: Quantum Dental!

  • Pg 18!

    2012 Peter Evans, MaRS Discovery District!

    Company Overview

    What we do ! Quantum Dental Technologies has developed a new platform which uses a low-

    powered laser to detect tooth decay earlier and more accurately than conventional technologies, allowing dentists to treat & heal the teeth instead of drill, fill & bill.

    Milestones ! Product - Dental Clinic model designed, first commercial units manufactured ! Customers - Over 50 pre-orders secured ! IP - Strong patent portfolio ! Clinical - First Health-Canada approved clinical trial completed, second trial in

    progress, providing independent validation of safety & efficacy ! Partnerships Relationships with key global distributors and major multinational

    strategic partners

    Financing ! $3.3M raised to date, seeking an additional $2.5M to reach breakeven ! Funds: Sales/marketing to support launch; large-scale mfg; final reg. approvals

    Case Study: Quantum Dental!

  • Pg 19!

    2012 Peter Evans, MaRS Discovery District!

    Market Problem

    ! Need to increase revenues, leverage office staff to reduce costs

    ! Need to attract new patients

    ! Need new diagnostic tools that provide more accurate detection of tooth decay

    ! Discomfort during x-rays

    ! X-ray exposure ! Painful and costly

    restorations ! Weakened tooth

    structure

    ! High false positives / false negatives

    ! Cant detect early tooth decay

    ! Cant detect decay on all tooth surfaces

    ! Interference from orthodontics

    Dentists Concerns Limitations of Current Detection Methods

    Patients Concerns

    Case Study: Quantum Dental!

  • Pg 20!

    2012 Peter Evans, MaRS Discovery District!

    Value Proposition

    Value to the Dentist ! Attract new patients: with state of the art

    technology and a minimally invasive approach

    ! More patient visits: more frequent visits for patients enrolled in remineralization programs

    ! Reduce costs: scans can be performed by other staff (hygienists, assistants)

    ! Affordable: flexible leasing options provide immediate profitability

    Value to Patients & Insurers ! Reduce costly & painful restorations

    Case Study: Quantum Dental!

  • Pg 21!

    2012 Peter Evans, MaRS Discovery District!

    What it is Canary Console

    ! Show product with call outs

    Handpiece

    Laser & Intra-oral Camera

    Eye Shield

    Console

    CA Patent # 2314691 US Patent # 6584341

    Case Study: Quantum Dental!

  • Pg 22!

    2012 Peter Evans, MaRS Discovery District!

    What it is - Screenshot Odontogram

    Menu Options

    Canary Number

    Camera Image

    Case Study: Quantum Dental!

  • Pg 23!

    2012 Peter Evans, MaRS Discovery District!

    Healthy Tooth

    Early Enamel Decay

    Advanced Enamel Decay

    Demineralization

    The Life Cycle of Tooth Decay

    Remineralization

    Remineralization Therapies The Canary System Scan X-Ray, Drill Fill & BIll

    Case Study: Quantum Dental!

  • Pg 24!

    2012 Peter Evans, MaRS Discovery District!

    Attractive Market!

    2!

    Opportunity Awaits!Lots of Room in the Market to Scale a Business!

  • Pg 25!

    2012 Peter Evans, MaRS Discovery District!

    ! Size: Whats being spent today on problem? Build from ground up. Can the market support multiple players?!

    ! Addressability: Whats the r

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