storytelling for entrepreneurs - getting your pitch viral with storytelling

LOUD

STORY

STARTUP

LEAGUE#4

@LoudStory

Getting your pitch viral

with storytelling

Case studies: infinit.io & Native

WATCH THE FULL

VIDEOOF THE MEETUP

http://youtu.be/MdKa4HtgQX8

A HUMAN BEING IS A

REASONABLE

ANIMAL.Aristotle

GOOD PITCHES

MAKE PEOPLE

UNDERSTAND

THE PROBLEM,

THE SOLUTION

& THE TALENT

OF THE TEAM.

THE BEST PITCHES

MAKE PEOPLE

FEEL IT.

LOGIC IS THE LANGUAGE OF

THE CONSCIOUS

MIND.

WE ARE PERSUADED

BY REASON.

EMOTIONIS THE LANGUAGE OF THE

UNCONSCIOUS

MIND.

WE ARE

MOVEDBY EMOTION.

HOW YOU DO MAKE

PEOPLE

FEEL

GOODWHILE

REMAINING

CREDIBLE?

3 RULES

STORIES

ACTION

#1

CRAFT THE

EMOTIONS

FOR THE

AUDIENCE

#2

ALIGN EMOTIONSWITH YOUR

COMPANY

CULTURE

#3

BUILD EMOTIONS WITH

WORDS& STYLE

8 STEPS

STORIES

ACTION

HOOK

HOOK

VALUE PROPOSITION

HOOK

VALUE PROPOSITION

STORY

HOOK

VALUE PROPOSITION

STORY

DEMO

HOOK

VALUE PROPOSITION

STORY

DEMO

FACTS

HOOK

VALUE PROPOSITION

STORY

DEMO

FACTS

STYLE

HOOK

VALUE PROPOSITION

STORY

DEMO

FACTS

STYLE

UNIQUENESS

HOOK

VALUE PROPOSITION

STORY

DEMO

FACTS

STYLE

UNIQUENESS

PUNCHLINE

USECASE

1

INFINIT TECHSTARS NYC'14 - DEMO DAY PITCHClick on the image to watch the video

"EVERY SLIDE WAS A

REFERENCE TO OUR

CULTURE. It was important

for us to show our identity

and make sure that the

audience knew that Infinit

was as much a brand and

culture as it was a fun and

useful product."

#1 VALUE PROP

DEFINE YOUR OFFER

IN A VERY CONCISE

AND CRISP WAY

how is it a winning

project + team

"The definitive file sharing

application"

"A fast and beautiful application

that allows sending files of

unlimited size in just a matter

of seconds."

#2 PUNCHLINE

DECIDE WHAT YOU

WANT PEOPLE TO

REMEMBER + DO

a call to action

an invitation to imagine

"Oh, and we just closed $1.8m

in funding.

So here is why I expect from

everyone of you: when you

get back home, install Infinit

and stop wasting time sending

your documents, photos and

videos around and embrace

true simplicity.

My name is difficult to

pronounce and we are Infinit."

#3 HOOK

MAKE PEOPLE

CURIOUS TO KNOW

MORE

"Dropbox is easy."

#4 FACTS

FOCUS ON THE WOW

"Infinit peer-to-peer technology

allows transfers to be at least

twice as fast as any existing

solution."

#5 DEMO

HAVE THEM

EXPERIENCE THE

MAGIC

#6 STYLE

FIND A TONE

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

"With Infinit, all you need to do

is drag an drop the files from

your folder, select a contact

and click Send. That's it. Done.

4 seconds."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

- founding story

"We did a lot in 3 months."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

- founding story

- mission

- invitation to imagine an

upcoming future

"Our peer-to-peer technology is

really unique. This is why file

sharing is just the first step to

our broader vision for the

company."

#8 UNIQUENESS

WHAT VALUES ARE

YOU FIGHTING FOR?

WHAT TRUTH DO YOU

SHARE WITH THE

AUDIENCE?

#8 UNIQUENESS

WHAT VALUES ARE

YOU FIGHTING FOR?

WHAT TRUTH DO YOU

SHARE WITH THE

AUDIENCE?

BEAUTY

PLAYFULNESS

USECASE

2

NATIVE - TECHSTARS BOULDER'14 DEMO DAY PITCHClick on the image to watch the video

"WE GOT TO SEAT DOWN

WITH OUR ENTIRE TEAM

AND DRAFT OUT OUR

CORE VALUES. It solidified

how we want to present

ourselves as a company.

We came up with integrity,

hustle, camaraderie and

play."

#1 VALUE PROP

DEFINE YOUR OFFER

IN A VERY CONCISE

AND CRISP WAY

how is it a winning

project + team

"We are building a serendipity

engine.

We recommend daily activities

to do and places to go, tailored

and curated for the individual."

#2 PUNCHLINE

DECIDE WHAT YOU

WANT PEOPLE TO

REMEMBER & DO

a call to action

an invitation to imagine

"We were the first generation to

be born on the Internet. But that

doesn't mean that we want to

socialize only on the Internet.

These super-computers in our

pockets shouldn't be used as

distractions from the real world.

But instead they should be our

21st-century compasses into the

world around us.

At Native, we're putting you in

the right places, at the right times."

#3 HOOK

MAKE PEOPLE

CURIOUS TO KNOW

MORE

"Hi, I'm a millennial. There are

80 millions of us. And we are

starting to realize that we are

not – surprisingly - what we

post on the Internet."

#4 FACTS

FOCUS ON THE WOW

"Facebook lost 60% of their

college market over the past 4

years."

#5 DEMO

HAVE THEM

EXPERIENCE THE

MAGIC

"This concert is trending now,

happening soon and matches

your interests. Right from the app

you can listen to a preview of the

artist, you can add it to your

calendar or even book tickets."

#6 STYLE

FIND A TONE

"WE are learning something that

YOU already know: Life is lived

by making yourself, not by

marketing yourself.

Making yourself doesn't happen on

social media. Our most memorable

experiences are those happening

in the real world, not in the virtual."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

"Native also makes rallying

your friends incredibly easy.

With a swipe they can say they

are interested.

Good buy staring at your phone.

Hello adventure."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

- founding story

"Native is inherently a product

built out of our own experiences

and on the thousands

conversations that we've had

with young people like us."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

- founding story

- mission

"We discovered that our data is

incredibly useful and beneficial

to both brands and the

universities.

Because it helps them

understand this difficult-to-

know and highly lucrative

demographic."

#7 HUMAN-INTEREST

STORY

Talk to humans, not walking

wallets or billboards

- user experience

- founding story

- mission

- invitation to imagine an

upcoming future

"Sometimes this randomness

results in serendipity. Sometimes

it doesn't.

What if we could drastically tip

chance in our favor. What if you

could always be in the right

place, at the right time."

#8 UNIQUENESS

WHAT VALUES ARE

YOU FIGHTING FOR?

WHAT TRUTH DO YOU

SHARE WITH THE

AUDIENCE?

#8 UNIQUENESS

WHAT VALUES ARE

YOU FIGHTING FOR?

WHAT TRUTH DO YOU

SHARE WITH THE

AUDIENCE?

BEAUTY

ADVENTURE

CHOOSEYOUR FIGHT

PLAYFULNESS

BEAUTY

UNIQUENESS

WHOLENESS

TRUTH

PERFECTION

JUSTICE

SIMPLICITY

RICHNESS

PLAYFULNESS = HUMOR / SELF-MOCKERY

BEAUTY = AESTHETICS / ENCHANTMENT

UNIQUENESS = INDIVIDUAL EMPOWERMENT,

CREATIVITY, FLAWS

WHOLENESS = COLLECTIVE EMPOWERMENT

JUSTICE = FIGHTING FOR OUR RIGHTS

TRUTH = REVEALING HIDDEN REALITY OR EXPOSING

LIES

PERFECTION = GOING THE EXTRA MILE OR

FOCUSING ON DETAILS

SIMPLICITY = GOING BACK TO THE ESSENCE OF

THINGS

RICHNESS = ENJOYING THE COMPLEXITY OR THE

DIVERSITY

TAKE THE TIME

TO BUILD IT & REHEARSE

The higher the stakes,

the longer the prep

YC Demo Day = 1 week, full time

TechStars Demo Day = 1 month, part time

MAKE THE MOST

OUT OF YOUR

STRENGTHS

funny = empathy

passionate = energy

genuine = trust

controversy = supporters

EMBRACECONTRAST

BETWEEN

VALUES

beauty + justice

truth + playfulness

LOVE

YOURAUDIENCE

www. louds to ry.com