Art of Pitching

and Storytelling

Ninda Lutfiani, S.Kom., M.TI

Juni 06, 2024

36 Slides / 1 Hour

Designing a Professional UX

2

Anatomy of a pitch

Pitch map and golden coins

Pitch evolution

Pitch deck: visual storytelling

Online and offline

UX is not UI

The worst pitch ever

Storytelling advantage

Character building

Narratives

Story evolution

Let’s do it

1

2

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10

11

12

Elevator pitch

3

Hook

Problem

Solution

Opportunity

Traction

Business Model

Team

Future

Ask

Hook

4

Decision is made within 15 seconds

Hook:

Ask a question

Make a statement

Share your vision

Tell a story

Pitch summary

Main body

5

Problem:

customer, user problems, how big

Solution:

the value and the product

Opportunity:

market, timing

Traction:

users, customers, partners

Future:

funding timeline, milestones

Team:

founder-product fit, founder-market fit

Business Model:

revenue model

Know what you need

6

Ask

ASK:

Know what the audience can give

Investment

Feedback

Share and spread

Join

7

Hook

Problem

Solution

Opportunity

Traction

Business Model

Team

Future

Ask

Pitch map

8

Weak spots

9

Hook : ..

Problem : ..

Solution : ..

Opportunity : ..

Traction : ..

Business Model : ..

Team : ..

Future : ..

Ask : ..

Emotional journey

10

Hook : ..

Problem : ..

Solution : ..

Opportunity : ..

Traction : ..

Business Model : ..

Team : ..

Future : ..

Ask : ..

Parts

Emotional Journey

Comfort

Surprise

Excitement

FOMO

Comfort

Interest

Excitement

Interest

Happy

Golden coins

11

HOOK : ..

Problem : ..

Solution : ..

Opportunity : ..

Traction : ..

Business Model : ..

Team : ..

Future : ..

Ask : ..

Parts

Emotional Journey

Comfort

Surprise

Excitement

FOMO

Comfort

Interest

Excitement

Interest

Happy

Golden coin types

12

Golden coins:

Facts

Numbers

Achievements

Stories

Interactivity

Humor

Examples

Less is more

13

●

●

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• Positive feedback praises strengths and achievements. EXTREMELY IMPORTANT!

Negative feedback involves commenting on actions or behaviors that may be hindering improvement. Helps identify areas to grow and develop.

Constructive feedback is a combination of positive and negative feedback, and focuses on joint problem-solving

Destructive feedback has no benefits whatsoever. This is criticism without positive suggestions and should always be avoided!

Feedback toolbox | methods & tips

METHODS TIPS

●

●

• Talk about the value of feedback early on so the startup knows what to expect.

Provide frequent and timely feedback to make sure it is relatable to an event or topic.

Stay balanced. Focus on the positive

more than the negative.

• Be sincere. If positive feedback is

forced, it loses value and undermines

credibility.

• Make it two-way. Facilitate a

conversation that ensures the startup

understands your input and is

motivated to act on your feedback.

• Limit feedback to one or two items.

Don’t overwhelm them!

1:1 Mentoring Sessions

Your weekly 1:1 mentoring sessions with each startup are supposed to be focused on 3 main topics:

Learnings from last week’s activities

Reviewing KPIs and Goals

To-Dos for Next Week

VS

To send

14

Slides

To illustrate

15

0 | Focus on you

10 | Classic pitch deck

20 | Full picture slides

1 | Show the product

Highlights

16

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Visual story

17

Opposition

Part of the whole

Process

Map

​

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Content

​

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Content

​

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Map

​

Content

Time

Content

Content

Content

Voice toolbox

18

Pace

Prosody

Volume

fast for energy

slow for attention

pauses

not monotone

meaning

emotions

louder

soft-loud mix

theatric whisper

Body language

19

Offline: full body

Online: head on the screen

Both

stand up

slight movement

jump to find

middle ground

Face extra

Camera look

Face

Open gestures

Posture

Online: SLAB

20

SLAB:

Sound

Light

Angle

Bakground

Customer audience

21

Hook: USP

Problem: we understand it

Solution: Product and VALUE

Opportunity

Traction

Business Model

Team : experience

Future

Ask : next step

Offer and competition

Partner and employee audience

22

Strategic partners?

Service barter?

Shared resources?

Supply chain discount?

Attract employees?

Employee loyalty?

Future co-founder?

General audience

23

HOOK + how I saw the problem

Opportunity

Traction

Business Model

Team + partners

Future

Ask + JOIN OUR FIGHT

Challenges

Problem + why it pains you

Solution: Product and vision

Worst pitch

24

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WE HAVE CREATED A GREAT SOLUTION FOR AN HR PROBLEM OF THE CENTURY

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?

?

we focus on mass market

we are growing

​

we will expand soon

?

?

THE BIGGEST

LEADER

drive and hunger

25

love and loyalty

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deep interest

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commitment

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characters

Dopamine

Oxytocin

20x better remembered

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metaphor

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example

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riddle

Infiuence

26

No story

With a story

Complex product

Dry description

Not well understood

Negative impression

Complex product

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Story

Imagination and senses activated

Better understood

Remembered positively

Bad, ugly and good

27

Bad stories

(copy cats)

Ugly stories

(no structure)

Good stories

(the balance between known and unknown)

Customer character

28

Customer

User

You

Team

Investors

Partners

Startup character

29

Customer

User

You

Team

Investors

Partners

Character board

30

Social and demographic characteristics

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Needs and fears

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Values and wishes

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Visualize

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Hopes, aspirations

Weakness, contradiction

Character archetypes

31

Innocent

Sage

Explorer

Lover

Jester

Everyman

Outlaw

Magician

Hero

Creator

Ruler

Caregiver

Show don’t tell

32

Setting

Visual detail

Other details: smell, taste, other senses

Audio detail

Emotional action

Dynamics

33

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Hook

Character and setting

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Call

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Dream

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Crisis

Final Push

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Prize / Crash

7 plots

34

Overcoming the monster

Rags to riches

The quest

Voyage & return

Comedy or Tragedy

Rebirth

Story example

35

Next steps

36

Pitch map

Improved version

Pitch deck

Draft

Feedback

Improve

Draft

Feedback

Improve

Draft

Feedback

Improve

Tools

37

Pitch map: structure, emotional journey, Golden Coins

Audience exercise Online SLAB plan Character description W plot outline

Thank You