{"id":31484,"date":"2019-01-14T10:30:41","date_gmt":"2019-01-14T15:30:41","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=31484"},"modified":"2020-02-26T14:27:23","modified_gmt":"2020-02-26T19:27:23","slug":"how-to-deliver-a-pitch-that-will-win-over-top-investors","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/how-to-deliver-a-pitch-that-will-win-over-top-investors","title":{"rendered":"How to deliver a pitch that will win over top investors"},"content":{"rendered":"\n

If you ask the judges of WeWork\u2019s second annual <\/span>Creator Global Finals<\/span><\/a> how they ended up picking the winners of the international entrepreneurship competition, they have two words: \u201cAdam and Ashton.\u201d <\/span><\/p>\n\n\n\n

Gary Vaynerchuk\u2014entrepreneur, investor, and chairman of media company <\/span>VaynerX<\/span><\/a>\u2014says actor and investor Ashton Kutcher and WeWork CEO Adam Neumann approached him on the same day. \u201cThey said, \u2018We need you.\u2019 And I said, \u2018I’m in.\u2019\u201d<\/span><\/p>\n\n\n\n

Kirsten Green, founder of <\/span>Forerunner Ventures<\/span><\/a>, came onboard in a similar way. \u201cAshton told me how passionate he is about the work he\u2019s doing with Adam and WeWork, and how he thought this show was special,\u201d she says. \u201cThe companies have ambitions and goals in terms of big business but are also about having impact. It’s an honor to come be involved for a few hours.\u201d <\/span><\/p>\n\n\n\n

Vaynerchuk, Green, and Kutcher were joined on the Microsoft Theater stage in Los Angeles on January 9 by fellow investor (and rapper) Sean Combs to hand out prizes of over $1.7 million to three mission-driven business ventures and one nonprofit in the Global Finals. They explained what they were looking for in the winners.<\/span><\/p>\n\n\n\n

Know your unique perspective.\u00a0<\/b>\u201cThe very basic criteria is, how differentiated is the business?\u201d says Green, an early investor in retail brands like Glossier, Outdoor Voices, Dollar Shave Club, and Bonobos. \u201cAre they really playing into a new space in the market? Are they offering an opportunity for business to get done better, both more efficiently and in terms of delivering a better experience?\u201d <\/span><\/p>\n\n\n\n

\"\"
\u201cThe very basic criteria is, how differentiated is the business?\u201d says Kirsten Green, an early investor in retail brands like Glossier, Outdoor Voices, Dollar Shave Club, and Bonobos.<\/figcaption><\/figure>\n\n\n\n

When she listens to a pitch, she says, she wants to hear an entrepreneur tick off five items: \u201cDefine your business; say how it\u2019s different; say what it is today, what it\u2019s going to be in the future, and why you\u2019re the right leader for it.\u201d <\/span><\/p>\n\n\n\n

Her dream pitch? \u201cIf you could figure out how to touch on each of those five things in a way that\u2019s cohesive storytelling in a quick minute, that\u2019s ideal,\u201d she says. \u201cBut it\u2019s really hard to do that.\u201d<\/span><\/p>\n\n\n\n

Think two (or three) steps ahead.\u00a0<\/b>The judges took their jobs seriously, looking for flaws that haven\u2019t been considered or opportunities that haven\u2019t been pursued during the Q&A. \u201cThat\u2019s when I start poking a little bit,\u201d Vaynerchuk explains of his investment strategy. \u201cWhat are their reactions? Do they have a grasp of the second move of their business, not just the first?\u201d<\/span><\/p>\n\n\n\n

But be honest.\u00a0<\/b>While Vaynerchuk values leaders who have ready answers, he can easily suss out spin. \u201cDon\u2019t exaggerate something you don\u2019t understand,\u201d he says. <\/span><\/p>\n\n\n\n

Chloe Alpert, whose medical-technology-resale startup <\/span>Medinas Health<\/span><\/a> took home $1 million in funding at the awards, had a ready\u2014and honest\u2014answer when Vaynerchuk asked her about hurdles her company had overcome. She told the panel that a subscription fee for hospitals to use their technology hadn\u2019t worked because cash-strapped institutions weren\u2019t interested in laying out an upfront payment for an untested product. When Medinas decided to charge a fee for each transaction performed on their platform, all 12 of the hospitals they\u2019ve approached said yes.<\/span><\/p>\n\n\n\n

Keep the consumer top of mind.\u00a0<\/b>There was an important human element to the winning pitches. Combs asked Rachel Corson, co-founder of London-based <\/span>Afrocenchix<\/span><\/a>\u2014an affordable, all-natural hair-care line made for black women\u2014why someone should use their products. Corson answered by pointing out the health risks posed by ingredients in many competitors\u2019 lines. \u201cEvery single ingredient [in Afrocenchix\u2019s products] does something for the customers,\u201d she explained. Her products don\u2019t add artificial fragrance on the misguided theory that \u201call black women want to smell like coconut.\u201d<\/span><\/p>\n\n\n\n

Take your pitch seriously.\u00a0<\/b>Talking to these industry giants was nerve-wracking for competitors\u2014especially considering they were doing it on stage in front of 6,000 people. \u201cGary V. is an absolute marketing god. Kirsten Green, she knows brands,\u201d Alpert says. \u201cSean Combs, that dude\u2019s a business dude. My co-founder was like, \u2018Oh, yeah, music is secondary. That guy knows business.\u2019\u201d <\/span><\/p>\n\n\n\n

In the moment, standing in front of them, Alpert remembers thinking, \u201cI need them to know the economics. Every time Gary asks a question, it\u2019s a laser. When Green asks a question, that’s like a bomb.\u201d<\/span><\/p>\n\n\n\n

The judges clearly enjoyed having a crowd witness the kind of conversations that usually happen behind closed doors. After one exchange with Alpert earned her a round of applause, Vaynerchuk leaned back in his chair and looked out into the theater. \u201cIt\u2019s more fun to do this with an audience,\u201d he observed. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Gary Vaynerchuk, Kirsten Green, and other Creator judges advise founders to think two (or three) steps ahead<\/p>\n","protected":false},"author":912,"featured_media":35048,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43910,43902],"tags":[39218,39221],"class_list":["post-31484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-solutions","category-professional-development","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nHow to deliver a pitch that will win over top investors<\/title>\n<meta name=\"description\" content=\"Gary Vaynerchuk, Kirsten Green, and other Creator judges advise founders to think two (or three) steps ahead.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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