business pitch using ansars model
TRANSCRIPT
PITCH DEVELOPMENT
Ramesh Zaidi Rozan
UNIVERSITI TEKNOLOGI MALAYSIA
Former Director
UTM Centre for Student Innovation & Technology Entrepreneurship
(UTM XCITE)
MALAYSIA
PITCH STRUCTURE
ANSARS
ANSARS© is a copyrighted by UTM
Pitch StructureAttention (A)
(Opening to capture your audience’s interest) Need (N)
(Important customer need)
Solution (S)(How to satisfy the need)
Advantage (A)(What are the advantage that
establishes benefit)
Rival (R)(Who is/are the rival, now/future?
Why yours better?)
So What’s next (S)(What would be the next step?)
A quantitative easy to remember statement that summarizes the value of your offering
ANSARS© is a copyrighted by UTM
NSAR Approach
• N for Need. N is the most important factor in a solution. An idea without a practical need remains just what it is; an idea and nothing more. (What evidence, Data, stats, findings, etc). Do your research!
• S for Solution. S is usually a starting point for most activities, but with the NSAR method, S always comes after N. (What is your solution and How your Solution works).
• A for Advantage. A stands for the innovative elements of an idea, in other words that constitutes its uniqueness. Advantage establishes Benefits to the Customer, from customer perspectives (Measurable value and benefits)
• R for Rivals. R stands for a study of the competition existing in the area concerned. (Competitive Analysis, Compare to your Solution)
ANSARS© is a copyrighted by UTM
Most presentations…
What do you see in most presentations?
Most presentations…
Your Innovation
• Project Name: (2-4 Word Descriptions)
• Customer: (Who should receive direct benefit)
• Important Need: (Why is it important to the consumer?)
• Why Now?: (Why is it the right time? What’s the sense of urgency?)
NEED
N for Need. N is the most important factor in a solution. An idea without a practical need remains just what it is; an idea and nothing more. (Show
evidence, Data, stats, etc)
Use your Market Validation results!
Who is the customer?
• Who is the customer for Cat Food?
• Who has what need?
• Who aids the supply/Store/etc
What happened when the need is not satisfied?
Several Types of CustomersBuyers Users Ecosystem
PartnersBeneficiaries(beyond $$ purposes)
Who Pays for product or Service
Who Enjoys the benefit
Who Help create user benefits
Who benefits from your intervention
Medical Devices
Hospitals Owners/BOD
Doctors and Nurses
Insurance companies
Special Ability Person/elderly
Pet Food Pet owners Pet Pet House/Pet Hotel/Pet Cafe
Animal Adopters/Animal Sanctuaries
*Every each types of customers has its own unique needs and advantages/benefit
Short Exercise (5 minutes)
For the project you choose, who are the intended customers?
• Buyer?
• User?
• Ecosystem Partner?
• Anyone else? Beneficiaries
5 Minute Task
What is Important Customer Need?
Iron deficiency in Cambodia
Youtube video
What is Important Customer Need?Iron deficiency in Cambodia
Youtube video
• 2/3 children are anemic
– Many negative consequences
– Cultural & Social Acceptance
• Quick & Effective solution
– The customer really cares/huge significant problem
• Pain point
• High priority
– Urgent
– Large market or high impact opportunity
Where do you find real customer NEEDS?
• Simply start with Google Search!
• Collect data on market and customers
• Try and observe in his/her environment
• Interview Customers
• Co-create with a customer
These are Market Validation exercises!
Market Analysis
U.S. grow light market, by technology, 2014 - 2025 (USD Million)
https://www.grandviewresearch.com/industry-analysis/grow-light-market
Market Validation
Two fundamental questions often raised?
• Speed: How quickly does an experiment produce insights?
• Strength: How strong is the evidence produced by an experiment?
For the project you choose, Identify the needs.
What data you have on these?
Probably through statistics, news, complaints, story, media, market validation, etc
10 Minute Task
NEEDS
SOLUTION
S for Solution. S is usually a starting point for most activities, but with
the NSAR method, S always comes after N. (What is your solution and
How your Solution works)
SOLUTION
Demonstrate your product features and value to customer.
Present your solution
• Pictures/videos
• Mechanics of how it works
• Screen shots/interface
• Prototypes (rough or fine)
Make sure you communicate the value to your customer/audience.
Optimizing Photosynthesis for Indoor Growth
3D picture converts to sounds/vibrations of the environment
Eyesynth
Example: Process as Solution-Grab Interface
Sample Solution Product-Pokito
• https://www.kickstarter.com/projects/1073445825/pokito?ref=recommended
• http://gifmaker.me/
Your Solution
For the project you choose, Come up with the Solution. It can be a diagram, pictures, process flow, demonstration video, etc
10 Minute Task
A for Advantage. A stands for the innovative elements of an idea, in other words that constitutes
its uniqueness. Features derive the Advantage, and this establishes
the Benefits to the Customer.
Benefits from customer perspectives (Measurable value and benefits)
Feature: what the product hasAdvantage: why it’s helpfulBenefit: the end result delivered to the user
ADVANTAGE
Features->Advantage->Benefit
Product/Services Features Advantage Benefit
Yours
For the project you choose, List down the Features/advantages/Benefit. Make it as measurable as possible.
15 Minute Task
R for Rivals. R stands for a study of the competition existing in the area concerned. (Competitive Analysis as compare to your
Solution)
RIVALS
RIVALS or also known as alternatives
Everyone has their Rivals.
Must understand who and what you are up against
May have been attempted by someone/somewhere, NOT only in your country but GLOBALLY!
• Similar product or services
– Colgate, Darlie, Aquafresh
• Alternative method to achieve the same results
– Baking Soda, Coconut Oil
• Strongest rival: Apathy
– Option to not doing anything
RIVALS or also known as alternatives
Everyone has their Rivals.
Must understand who and what you are up against
May have been attempted by someone/somewhere, NOT only in your country but GLOBALLY!
• Similar product or services
– Colgate, Darlie, Aquafresh
• Alternative method to achieve the same results
– Baking Soda, Coconut Oil
• Strongest rival: Apathy
– Option to not doing anything
Your Rival Analysis
For the solution you choose, identify at least TWO available rivals/competitors.
List the Features/Advantages/Benefit and make a table of comparison.
15 Minute Task
If I give you a simple way to gain USD200 a week, legally and without affecting your study time, would you be interested?
What did I just Do?• Attention pullers/grabbers
Examples:• Evoke a suspense or curiosity• Tell a story• Surprising statistic• Quotation• Pinch the pain• Begin with a joke• Make a startling statement• Make a bold declarative statement• Visual Aid
“I have a simple 1-2-3 method that are proven to help you get A in your projects”
Your Pitch Should Have Closing Phrase
Listeners would always ask,
So What? or What is Next?
“Can we meet up tomorrow to talk about this project?”
“We offer you equity of 40% for USD200K Investment”
“Let's meet up at 6pm today at Coffee House Sunway Putra Hotel, Kuala Lumpur”
Full Pitch Structure
Attention (Opening phrase/words to capture their interest)
• Need (Important customer market need)
• Solution (What is the specific solution to satisfy the need)
• Advantage (What are the Advantage→Benefit)
• Rivals (Who is the competition, now/future? Why your benefit more superior?)
So What’s Next? (What would be the next step?)
ANSARSANSARS© is a copyrighted by UTM
Conclusion
• Must repeat or iterate the process
• Get out of the building to gather more information
• Towards Zero Assumption
• Practice…practice…practice….
Good Luck
RAMESH K S @ MOHD ZAIDI BIN ABD ROZAN, Assoc. Prof. Dr
ASSOC. PROF IN FACULTY OF COMPUTING/
DIRECTOR,
UTM CENTER FOR STUDENT INNOVATION & TECHNOLOGY ENTREPRENEURSHIP (UTM XCITE), formerly
known as UTMTEC
Professional Certification: PRINCE2, CBSA, MCTS, BASA, OBASHI, CSM, CT MT, WF MT
Email: [email protected] / [email protected]
THANK YOUCredit goes to:• My Guru Alex Osterwalder• Jill Konrath• Kareem Samara• ARL Institute• Jentsch & Jordan