idea generation and pitching 20.01.2014
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Royal Holloway Enterprise Academy Idea Generation and PitchingTRANSCRIPT
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Idea Generation & Pitching21.01.2014
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Introductions
Ernest Choi
Elizabeth Wilkinson
Jack Smale
Callum Porter-Harris
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
The Programme• 21/01/2014 Launch Event: Idea Generation and Pitching
Workshop• 28/01/2014 Royal Holloway Entrepreneurs’ Night Market Practical Task• 04/02/2014 Elevator Pitching Practical Task• 11/02/2014 Company Formation and Marketing Basics Workshop with
Practical Marketing Task• 18/02/2014 WordPress for Dummies Web Design Workshop• 25/02/2014 Business Operations Workshop• 04/03/2014 Accounting and Finance Workshop• 11/03/2014 Leadership Workshop and Motivational Thinking Talk• 13/03/2014 Event Management Practical Task• 18/03/2014 Wrap-up Session• TBC Awards Ceremony
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
ICEBREAKER
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
What makes a good first business?
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
• Profitable• Quick to implement• Requires minimal capital investment
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Five ingredients for success1. A substantial market2. Existing technology3. An acceptable retail price point4. Ease of explanation5. User-friendliness
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
1. Substantial Market• Product needs to appeal to a large enough
market• No customers = no sales = no business = a
waster of time• Who is going to buy your product and where
are the customers?• Other products similar to yours indicate a
substantial market
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
2. Existing Technologies• Many people underestimate the realities
of creating a brand new product• Product that require new technologies
are going to virtually always be cost-prohibitive
• Take on expert advice to see if your idea is feasible
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
3. Acceptable Retail Price• How much will your idea cost to product?• What margin are you looking to achieve?• Compare your retail price to
similar/existing products• Retailers will only stock products that fit
into an effective price point• Products usually retail for 5x cost of
manufacturing
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
4. Ease of explanation• You are looking to sell
benefits not ideas• Benefits are what
motivates consumers to buy your products
• You need to be able to describe your products benefits
Case of the iPad
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
5. User friendliness• Customers should be able to easily
figure out what your product does• If your idea is too new or too
complex it will cost you to explain how it works to consumers in the long-run
• Marketing is hard enough as it is – therefore keep things simple
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Ideas
“...the ones who are crazy enough to think that they can change the world, are the ones who do”
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Idea Generation• "I'm just not creative“• Creativity is a skill• Good ideas solve problems and challenge
assumptions• Some of the best ideas were once
considered “too out there”• The more creative and ludicrous the better
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Snapshot: GoogleInterview with Tom Uglow
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Mix & Match
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ROYAL HOLLOWAY ENTERPRISE ACADEMYGood idea 1: the mobile
phone
+ =
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ROYAL HOLLOWAY ENTERPRISE ACADEMYGood idea 2: the
smartphone
+ =
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Solveit
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Good idea 3: cable ties
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Good idea 4: blu tack
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Good idea 5: pour spout
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Whatif?
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
• A fridge could tell you what products are about to go out of date?
• You could order a bacon sandwich for when you’re hungover?
• What if you had a razor blade that moisturised your face at the same time?
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Other considerations• Use expertise you already have• Identify future trends• Bounce ideas off friends• Don’t be afraid to look at other people’s
ideas• Know your limits• Come up with a goal and work backwards
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
PITCHING
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
TASKWe’d like you to prepare an “elevator pitch” for the session on 04/02/2014 (i.e. two week’s times).
You need to think about what business ideas you might like to pursue and convey these to us
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Content• Start with a hook – a general statement which
makes your audience want to hear more• Ensure you pitch covers
– target customers– the current alternatives available– the opportunity you have spotted– description of proposed product/service– why your product is better than the competition– key product features and benefits
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Pitching Style• Make an impression• Rehearse• Don’t offend your audience• Be passionate• Be honest and credible
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
Elevator Pitching• An elevator pitch is a short
statement about your business• Lasts no more than two minutes• Clear and concise explanation of
your idea• Should be memorable
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ROYAL HOLLOWAY ENTERPRISE ACADEMY
NIGHT MARKET