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Cegos~Pitching on Valu€ | Playbook

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Laurent BOBY
Laurent BOBY

This document provides guidance on creating an effective pitch for a product. It defines what makes a good pitch with the acronym B.E.E.P - brief, essential, explicit, and preserves potential. The document explains that a pitch should clearly convey what the product does and why it is valuable to customers in terms of benefits, features, and proof or effects. It then provides a three step process to develop a pitch: 1) Identify the product and image, 2) Structure the pitch using a template sentence format, and 3) Select an image to represent the product. The overall goal is to create a pitch that concisely communicates the value of the product in under a minute.

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How to Make Your Pitch B.E.E.P. Pitching the Value of Your Product 1
What’s In This Guide and What’s In It For You  This playbook provides a simple and visual method to create a compelling pitch  It is an individual stand-alone guide so you are the only one on-board: use it at your pace and make the best of it  Consider you’ll need 45’ to complete it – and that includes a 25’ exercise to build your own pitch! 2
Contents • Defining What A Good Pitch Looks Like (p. 4) • ‘Pitching the Value’ Method (p. 9) • Now Create Your Pitch (p. 14) 3
DEFINING WHAT A GOOD PITCH LOOKS LIKE 4
In the Dictionary 5
B for Brief E for Essential E for Explicit P for Preserves the Potential
The ‘Elevator Pitch’ translates the notion of ‘high pressure manner’ 7 [Wikipedia] Short description of a product that explains the concept in a way such that any listener can understand it in a short period of time - the time span of an elevator ride
≠ Value(s) Value as defined by us: What we are good/the best at doing – where we have spent resources in what you propose 8 Value as defined by client: To what extent using the product is valuable for them - meaning for their business; what they get Based on Features Based on Benefits
‘PITCHING THE VALUE’ METHOD 9
b. Why It Is Valuable a; What We Do = Your Pitch 10 BenefitsProof / EffectFeature Relevant product category Unique as possible criteria Relevant as possible frame of reference
Relevant product category Unique as possible criteria Relevant as possible frame of reference 11 a.What We Do The ❶st ever straight-six diesel engine for Sports Utility Vehicles Illustration
12 Benefits Increases safety for overtaking Time saving on long distances Proof / Effect 0-100 in 5,6 sec. Top Speed 250 km/h Feature 258 horsepower Illustration b. Why It Is Valuable
Introducing K∑6-d… …the ❶st ever straight-six diesel engine for Sports Utility Vehicles which allows you to increase safety for overtaking and reduce fatigue, thanks to 258 horsepower resulting in an acceleration of 0-100 km/h in 5,6 seconds and a top speed of 250 km/h 13 Illustration
NOW CREATE YOUR PITCH 14
15 - Step ⓿ Write your product name. Now, mentally focus on it: What’s the first image that comes to your mind about your product? It should be the picture that simply describes what your product stands for, what it is about. Describe briefly the image in the white space below.Productname:…………………
16 Step ❶ In this space, organise the key components of your Pitch. It should generate a simple sentence, easy to memorise and repeat. Introducing [product name] the [superlative] [product category] for [frame of reference] which allows to [prioritised benefits], thanks to [features that deliver the benefits], resulting in [proof /effect] ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………………………
17 Step ❷ In this space, check if your Pitch beeps. If it does not, iterate to improve it unitl it really beeps. • Brief > affordable in terms of time, to anyone in any situation? • Essential > indispensable to understand the subject and content? • Explicit > unequivocal as to the subject and content? • Preserves the Potential > invites to imagine and creates desire to know more? Productname:…………………
18 Step ❸ Go to the digital wall attached to the link shown below: https://padlet.com/lboby/plkcgp1nu6vr Select an image that best describes what your product stands for, what it’s about Paste the image into the space below. It should be consistent with your original picture in step ⓿. If not, re-do step ❶ - Productname:…………………

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Cegos~Pitching on Valu€ | Playbook

  • 1. How to Make Your Pitch B.E.E.P. Pitching the Value of Your Product 1
  • 2. What’s In This Guide and What’s In It For You  This playbook provides a simple and visual method to create a compelling pitch  It is an individual stand-alone guide so you are the only one on-board: use it at your pace and make the best of it  Consider you’ll need 45’ to complete it – and that includes a 25’ exercise to build your own pitch! 2
  • 3. Contents • Defining What A Good Pitch Looks Like (p. 4) • ‘Pitching the Value’ Method (p. 9) • Now Create Your Pitch (p. 14) 3
  • 4. DEFINING WHAT A GOOD PITCH LOOKS LIKE 4
  • 6. B for Brief E for Essential E for Explicit P for Preserves the Potential
  • 7. The ‘Elevator Pitch’ translates the notion of ‘high pressure manner’ 7 [Wikipedia] Short description of a product that explains the concept in a way such that any listener can understand it in a short period of time - the time span of an elevator ride
  • 8. ≠ Value(s) Value as defined by us: What we are good/the best at doing – where we have spent resources in what you propose 8 Value as defined by client: To what extent using the product is valuable for them - meaning for their business; what they get Based on Features Based on Benefits
  • 10. b. Why It Is Valuable a; What We Do = Your Pitch 10 BenefitsProof / EffectFeature Relevant product category Unique as possible criteria Relevant as possible frame of reference
  • 11. Relevant product category Unique as possible criteria Relevant as possible frame of reference 11 a.What We Do The ❶st ever straight-six diesel engine for Sports Utility Vehicles Illustration
  • 12. 12 Benefits Increases safety for overtaking Time saving on long distances Proof / Effect 0-100 in 5,6 sec. Top Speed 250 km/h Feature 258 horsepower Illustration b. Why It Is Valuable
  • 13. Introducing K∑6-d… …the ❶st ever straight-six diesel engine for Sports Utility Vehicles which allows you to increase safety for overtaking and reduce fatigue, thanks to 258 horsepower resulting in an acceleration of 0-100 km/h in 5,6 seconds and a top speed of 250 km/h 13 Illustration
  • 14. NOW CREATE YOUR PITCH 14
  • 15. 15 - Step ⓿ Write your product name. Now, mentally focus on it: What’s the first image that comes to your mind about your product? It should be the picture that simply describes what your product stands for, what it is about. Describe briefly the image in the white space below.Productname:…………………
  • 16. 16 Step ❶ In this space, organise the key components of your Pitch. It should generate a simple sentence, easy to memorise and repeat. Introducing [product name] the [superlative] [product category] for [frame of reference] which allows to [prioritised benefits], thanks to [features that deliver the benefits], resulting in [proof /effect] ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………………………
  • 17. 17 Step ❷ In this space, check if your Pitch beeps. If it does not, iterate to improve it unitl it really beeps. • Brief > affordable in terms of time, to anyone in any situation? • Essential > indispensable to understand the subject and content? • Explicit > unequivocal as to the subject and content? • Preserves the Potential > invites to imagine and creates desire to know more? Productname:…………………
  • 18. 18 Step ❸ Go to the digital wall attached to the link shown below: https://padlet.com/lboby/plkcgp1nu6vr Select an image that best describes what your product stands for, what it’s about Paste the image into the space below. It should be consistent with your original picture in step ⓿. If not, re-do step ❶ - Productname:…………………