Tag Archives: success

Harness the “Power of Three” to nail your start-up’s pitch

If you’re a start-up, chances are you are going to have to get out there and tell people about your new venture. What you say, and how you say it, is a lot more important than you may realise.

When it comes to communicating what you do, you don’t want to make a rookie error, just because your business is new. And the last place you want to miss the mark is when it comes to your pitch.

Preparing a powerful presentation is one of the best ways to communicate your start-up’s mission and vision. Deliver it well and you’ll earn a reputation as “one to watch”. Nail it, and your chances of success will increase exponentially. Using the “Power of Three” will help you to do just that.

Let’s say you’ve been invited to present at a crowd-funding event. This is a golden opportunity to shine in front of an audience of key influencers. Get it right, and you are on the road to funding your start-up. Get it wrong, and, well… you may not get another opportunity.

woman doing a presentation

Being asked to do a presentation need not strike panic – a structure will get you started

“Start with the end in mind”

In the words of Dr Steven Covey, “Start with the end in mind.” Deciding what to include in your presentation is crucial. There may be a hundred things you want this audience to know, but you have to be realistic – you can only say so much. Besides, they don’t need to know every detail about you, your partners, or your business.

For your presentation to be successful, it really helps to “start with the end in mind”. What must your audience know before they leave? This will enable you to narrow down the “hundred random things” to a handful of key points.

In identifying which elements are key, you will want to consider answering questions such as: What is your product or service? Are you already trading, or still in development? What expertise do you bring to the table? Do you have any competitors? What makes your start-up unique? How much money are you looking to raise, and how do you propose to get it?

Work out which are the most important points

Once you have got this down on paper – and I do recommend you start on paper – it’s time to decide which points are the most important. You may have five or six things, but there may be some overlap. Work hard to narrow it down, perhaps by grouping related items. Then, decide which are the three most important elements. Be ruthless. These three points will form the body of your presentation.

This is where the “power of three” comes in. It’s the reason there are three wise men, three little pigs, and three Musketeers! Three seems to be the perfect number of items of new information to take in. With your three most important points clearly identified, it’s time to start to construct your presentation.

Use the ‘Power of Three’ to give your pitch a fail-proof structure

The ‘power of three’ gives you a fail-proof structure. Think of a bacon, lettuce and tomato sandwich. It’s made up of three key ingredients – the filling – wrapped between two slices of bread. Those three key ingredients are the three main points that you must convey to your audience for your presentation to be a success.

When assembling your presentation “sandwich” don’t forget the bread! In our sandwich analogy, the “bread” is the introduction and conclusion, and each slice performs an important function. Together, they package your presentation in a format that your audience is familiar with.

When you are introduced, open your presentation by stating your structure. Tell your audience you have three main points, which you will deal with in turn. Knowing what to expect, your audience will relax. Your introduction has let them know they are in safe hands.

Paint clear pictures with facts and examples

Now, tell them your first main point. Support it with facts, or examples. You may want to tell them about your product and what makes it unique. Or you may want to tell the story of how you came to be in this business.

Then, transition to your second main point. For a start-up, it may be your understanding of a gap in the market that your product or service is poised to exploit. Detail this to provide support for your point. Consider sharing an anecdote which is related to this point.

Once you have done this, transition to your third and final point. Remember, you have to support each point with logic and examples. If you are speaking at a crowd-funding event, your third point may be your opportunity to make a compelling case for investment.

With you final point communicated, it’s time for your ‘other slice of bread’ – your conclusion. The best way to wrap up your presentation – both literally, and figuratively – is to use a tried and tested format. Signal to your audience that you are wrapping up by saying, “In conclusion. . .” and then repeat your three key points, briefly.

Make sure you issue a ‘call to action’ to your audience

If you are hoping that your audience takes some action based on your presentation, don’t leave the final step to chance. Ensure that before you conclude, you issue a ‘call to action’: tell your audience what you want them to do. Whether it’s to sign up for your newsletter, or visit your facility for a VIP tour – make it clear what their next step should be. And make it easy for them to comply.

If you want their contact details, collect business cards at the door. If you want them to visit your site, hand out invitations. Either way, ending with a call to action will ensure that your audience not only leaves with a sense of what your start-up is about, but importantly, what they should do with the information they have acquired.

When a business pitch is crucial to the success of your business, you can rely on the “power of three” because it gives your presentation a structure that is robust and flexible.

You can adapt this formula for a presentation of any duration. Just select your three main points – whatever “fillings” you fancy – and wrap your contents in the two metaphorical “slices of bread” that are your introduction and conclusion. Whatever you want to say, the power of three will ensure you say it well.

If you need help crafting a make-or-break presentation, get professional help. It will be the best money you spend this year. Contact Bruce Public Relations for expert advice.

This article was written by Laura Bruce for Bytestart

There’s more to successful networking than meets the eye (but not much more!)

A recent networking event hosted by Highland Business Women was hugely popular

A recent networking event hosted by Highland Business Women was hugely popular

During a break at a workshop last autumn, I was introduced to a man who provides a service my business requires and that I had been wondering how I would address. I was delighted to meet him. “Excellent timing!” I said, “Have you got a card?” He confessed he didn’t have any with him, so I gave him mine and he promised to follow up. It’s been three months, and I haven’t heard a peep. Unable to progress the sales process with him, I will look elsewhere. More than simply losing my business, he’s also lost out on accessing my extensive network of contacts.

Tip: if you want to reap the rewards of networking, Pick up the phone and follow up with a new contact

Tip: if you want to reap the rewards of networking, Pick up the phone and follow up with a new contact

How many times have you come away from a networking event loaded down with new business cards . . . but without any plan to do anything with them? You return to your office, and empty your pockets. Maybe you put an elastic band around the newly-collected cards before throwing them in your desk drawer. Perhaps you look up one of two of the people you just met on LinkedIn, maybe even send an email. Either way, I am sure you would agree, your follow-up could be characterised as a bit hit or miss.

When it comes to building an effective network, making a new contact is – literally – just the beginning. It’s what you do with that contact that determines whether the relationship will bear fruit. The problem is, you’ve no way of knowing at this stage, which contacts will lead anywhere.

Two years ago I attended a seminar on being more productive. I didn’t realise it at the time, but a handful of the attendees would become key members of my network. Four have become good friends, and two have become clients.

I didn’t attend the event with a plan. In retrospect, it was sheer luck than enabled me to transform these initial contacts into what are now close working relationships. What I am recommending to you is that you do not leave it to chance. Be purposeful. Do something systematic in the wake of these occasions, something that will ensure that each event becomes a catalyst to enrich and extend your personal network. What I urge you to do, is to follow up.

Not everyone you meet will become a client. Not everyone you encounter will be in a position to give you a job. But everyone you come across has the capacity to be of assistance to you – if they are so inclined.

To make the most of networking, start by shifting your thinking about the duration of the networking event. The conference or course or seminar – it doesn’t end when you leave the room. I propose that you’re not truly finished with it until you have captured the information on the business cards you collected, and done something with it.

Getting a business card and leaving it on your desk is akin to planting a seed, but not watering it. You’ve taken the first step by meeting someone and asking for their card. That effort will be meaningless unless you take the next step.

What I am suggesting is that there’s more to successful networking than meets the eye – but not that much more.

Let’s say you attend an event which lasts an hour and a half. You’ve already invested 90 minutes, not including travel time. I would wager that it will only take another 15 minutes – 30 minutes at the most – to dramatically boost the effectiveness of that initial 90-minute investment.

By spending just 15 minutes on follow-up – less time than it probably took to travel to and from the event – to send an email or a connection request, you have catapulted your initial investment to the next level, and are now in the arena where that investment has the potential to pay dividends. It’s once the follow-up is complete, that you have set the stage for something to develop with a contact you have made. It’s the watering after the planting, that will ensure that this new relationship has the conditions to grow.

As you can see, being an effective and successful networker only requires a marginal additional input of energy. Don’t let yourself down by not closing the circle after your next networking event. Proper follow-up will ensure that you not only extend your network, but that you get the maximum benefit from the time and money you invest in attending business events.

P.S. Next time you go to an event, make sure you bring more cards than you think you will require.

Laura Bruce is the founder of Bruce Public Relations Ltd. A talented networker, she would be happy to help you maximise the benefit of your networking.