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, written by Jeremy. Read the commentary.

Having caught their attention with the 60-second pitch, you immediately followed with the 5-minute version and now you’re invited to do a full-blast presentation. How to?

Again, Bill Joss and Fast Company nail down next steps.

Before you get to “yes,” you have to give the “overview presentation.” This little show gives enough information to help listeners make the enlightened decision to engage your company without overloading them. If they’re interested, they’ll ask for more.

Pitching is an art but there is science to it too. And science tells us that one week after your pitch, your listener will remember only 10% of what you told them. This is pitch decay, and it’s a grim obstacle to any sale. You can highlight the 10% that matters most, or you can let them figure it out for themselves. You choose.

The reality of pitch decay underscores the need for brevity. So condense your message into a dozen slides — boil it down. Divide your presentation into chapters: summary, market, solution, team, and recap.

Summary

Start by saying, “If you only remember three things about our business, you should remember these …” Adapt your 60-second pitch, including your mission statement, business idea, and call to action. Don’t make it a secret. Tell them up front what you’re looking for.

Market

Lead with the problem and follow with the opportunity. Describe the need your business will meet. Back up your case with market research. The more granular and consumer-focused — the better it will be.

Business Plan

This is the solution part of the presentation.

– The Idea:

Sketch out your idea. Remember this is an overview. You may have to delve into details briefly, but don’t get caught up in them.

– The Technology:

Give a basic grasp of what you’re doing.

– The Competition:

Don’t dwell on the competition, but don’t leave out any major competitors out either.

– The Marketing Strategy:

Explain your leverage points. You can’t move the world alone. Where is the fulcrum?

– The Path to Profitability:

Explain how what you do helps those you serve make money. And know that everyone will care about your assumptions and your metrics, the pedals that make your business move faster. Tell them.

Your assumptions and your metrics help them gauge your logic. And your logic is more important at this stage than the results of your mathematical equations.

Team

Tell them about your team’s relevant experience. If you don’t have a complete team, say so.

Recap

Here’s where you tell them what you told them. Remember pitch decay: pull out the main points of your presentation, and restate them with a renewed call to action. You must cut it down to just a few key points — three is ideal.

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