一、pitch定義及vc對(duì)此的建議

pitch這個(gè)詞來(lái)源于棒球運(yùn)動(dòng)，指的是頭球手將球投擲到本壘以開始比賽的過(guò)程。這個(gè)詞后來(lái)用到了商業(yè)中，指的是saleman approach potential client的過(guò)程，那么pitch letter就指的是在pitch這個(gè)過(guò)程中用到的材料或者是報(bào)告。之所以會(huì)用這個(gè)詞是因?yàn)橥肚蚴衷谕稊S球的時(shí)候，球會(huì)飛向捕手的臉(捕手是蹲在本壘的)。那么在sale的過(guò)程中，你的pitch同樣要給客戶非常強(qiáng)烈的沖擊感，所以用了pitch這個(gè)詞，非常形象。而pitch script指的就是saleman跟客戶說(shuō)的那些話。

故事型pitch：模擬情境的語(yǔ)言，將我們?cè)谧鍪裁词虑槊枋龅煤芮宄Ｔ诮榻B項(xiàng)目的時(shí)候，不要用官話，用直白的言語(yǔ)，有邏輯地描述你的項(xiàng)目。

e.g.如果你寫了一本英文書，想賣到中國(guó)。你該來(lái)找我們。我們有一本書在兩個(gè)月前上了 amazon 暢銷榜榜首。Fiberead 是個(gè)市場(chǎng)（marketplace）。我們有譯者能夠幫你的書翻譯成中文。然后，我們會(huì)將你的書賣到亞馬遜等電子書店。我們會(huì)給你提供營(yíng)銷上的幫助，讓你的書賣得更多。你不用預(yù)付費(fèi)給我們。我們和你，還有譯者一起從收入里分成。

pitch與presentation的區(qū)別：Pitch 一般就是我們參加 Demo Day，或者一些創(chuàng)業(yè)大賽時(shí)，公開展示時(shí)間在 10 分鐘以下的任何活動(dòng)。而 Presentation 一般是一個(gè)小時(shí)以上，你和投資人在一個(gè)會(huì)議室里，一頁(yè)頁(yè)地細(xì)說(shuō)你的商業(yè)計(jì)劃書。

團(tuán)隊(duì)重要的3個(gè)KPI與值得說(shuō)出口的成就:你有多少用戶或者收入，你對(duì)行業(yè)的影響，你有多少上下游的合作方，你的用戶增速，你的收入增速，你參加了哪些比賽獲得了哪些獎(jiǎng)，有哪些投資人已經(jīng)投了你，你上了哪些媒體，等等。

1、500 Startups創(chuàng)始人：Dave McClure

首先專注于問(wèn)題本身，也就是客戶和用戶的相關(guān)問(wèn)題。如果你已經(jīng)在產(chǎn)品對(duì)用戶無(wú)論是在用途還是收益上有一定的吸引力，那么你就應(yīng)該迅速嘗試將這部分講解清楚。

我們經(jīng)常說(shuō)如果你的產(chǎn)品有吸引力，那就這份融資pitch主要內(nèi)容就該以產(chǎn)品的吸引力為主。談?wù)?b>特定的用戶群體、使用數(shù)據(jù)、收入指標(biāo)或者其他能夠真實(shí)準(zhǔn)確表述其特性的方面。最好在pitch的一開始就將清楚。

如果你的產(chǎn)品不具備這些，你也可以談?wù)?b>客戶存在的問(wèn)題，投資人也會(huì)很感興趣的看到創(chuàng)業(yè)者能夠解決用戶問(wèn)題。

2、紅點(diǎn)投資合伙人：Tomasz Tunguz

最成功的融資pitch會(huì)體現(xiàn)市場(chǎng)和商機(jī)會(huì)不會(huì)像創(chuàng)業(yè)者所預(yù)想的那樣在相應(yīng)的時(shí)間內(nèi)出現(xiàn)

該項(xiàng)目的啟動(dòng)新市場(chǎng)中占據(jù)怎樣的份額。

獨(dú)特的發(fā)言人會(huì)讓你愿意去相信，能夠暫停懷疑和忽視所有創(chuàng)業(yè)公司在其生命周期中會(huì)遇到的風(fēng)險(xiǎn)，并參與到項(xiàng)目中去。

3、紅杉資本管理合伙人：Douglas Leone

對(duì)目標(biāo)市場(chǎng)深入研究有一個(gè)清晰的認(rèn)識(shí)。

同時(shí)融資pitch中不應(yīng)該出現(xiàn)類似“它是市場(chǎng)熱點(diǎn)。”、“它的市場(chǎng)很大。”或者“我們只需要占據(jù)市場(chǎng)的3%，我們的公司會(huì)很大。”這類描述，從投資人角度來(lái)看這樣的語(yǔ)句就是一個(gè)錯(cuò)誤，市場(chǎng)并不是這樣運(yùn)行的。

成功者不會(huì)在融資pitch演講中出現(xiàn)產(chǎn)品介紹占到23頁(yè)幻燈片，而市場(chǎng)分析卻只有兩頁(yè)這樣的情況。

創(chuàng)業(yè)者應(yīng)當(dāng)明確知道投資人想要的不是有著華麗外表的融資pitch，他們需要的是一個(gè)非常清晰的思路。

投資人也會(huì)對(duì)pitch中詞語(yǔ)的使用十分留意，比如有人用的是“我們”而不是“我”，當(dāng)有人說(shuō)道“我可以把這個(gè)產(chǎn)品給你”的時(shí)候，這會(huì)讓投資人警惕起來(lái)，思考要不要給這個(gè)創(chuàng)業(yè)者投資。

4、Andreessen Horowitz聯(lián)合創(chuàng)始人：Marc Andreessen

Marc Andreessen表示他們首先會(huì)問(wèn)創(chuàng)業(yè)者，你在哪里長(zhǎng)大。事實(shí)上這個(gè)問(wèn)題是引導(dǎo)演說(shuō)者進(jìn)行自我介紹、講述真實(shí)故事并觀察應(yīng)變能力的一個(gè)壓力測(cè)試。

作為投資人我們都會(huì)想要了解創(chuàng)業(yè)者是否有自己的想法，是否有源于自身經(jīng)歷的獨(dú)特的想法，依照他的想法和設(shè)計(jì)社會(huì)是否會(huì)發(fā)生變化是變得更好還是變得更糟。如果他的產(chǎn)品能讓現(xiàn)實(shí)變好10倍，那么消費(fèi)者也許會(huì)中意他的產(chǎn)品。

5、創(chuàng)業(yè)教父、Y Combinator創(chuàng)始人：Paul Graham

要在融資pitch中盡早地說(shuō)明你在做什么，最好是在第一句話就講清楚，譬如“我們是Jeff 和Bob，我們建立了一個(gè)易于使用的網(wǎng)絡(luò)數(shù)據(jù)庫(kù)，下面我們會(huì)在展示這個(gè)數(shù)據(jù)庫(kù)的同時(shí)向大家解釋為什么人們會(huì)需要它。”

作為創(chuàng)業(yè)者你的首要目標(biāo)不是把項(xiàng)目所有情況都描述給投資人，你需要用簡(jiǎn)明的介紹讓投資人相信你的項(xiàng)目值得進(jìn)一步討論。所以你需要運(yùn)用類似算法的方式通過(guò)一步步成功的估值達(dá)到目標(biāo)。因此在你一開始的表述中你就要簡(jiǎn)短清晰，扣人心弦，然后盡可能進(jìn)行詳細(xì)地闡述和介紹。

一個(gè)融資pitch不僅關(guān)乎到你的產(chǎn)品和市場(chǎng)，如果你不能有效地和投資者溝通并說(shuō)服他們讓投資者相信你，那即使你的產(chǎn)品受用戶喜歡也能滿足他們的需求，你也不會(huì)成功融資。

二、Sample Media Pitch Letter:Highlighting Your Product

ByElena

One thing I always tell my PR students is:You don’t have to write a press release to get media exposure.

A media pitch is much easier to prepare than a press release and, done right, it can get you that media interview or feature.

Amedia pitchis simply a brief letter you send to a reporter to get them interested to do a story on you. In this blog post, I’ll show you how to write one of the simplest media pitches, the product-oriented media pitch.

This type of media pitch can be three to five paragraphs long. I’ll break down each part of the media pitch to you and end with asample media pitch letterthat follows this template.

1. Headline

Go for a quirky headline. One that makes the reader go, “Huh? What could this be?” Strive to write a headline that arouses curiosity.

Don’t mention the company name yet in the headline. If your company isn’t well known, then you’re wasting prime space by mentioning it in your headline. It’s not going to mean anything to the editor.

If you’re having trouble coming up with an interesting headline, skip that first and write it last. This can be the most difficult part of the media pitch to write. However, don’t let this stop you from completing and sending out your media pitch!

2. First Paragraph

Get to the point and pitch your company or product. Summarize why the editor’s audience would be interested in your offering.

3. Second Paragraph

In the second and third paragraphs, address the who, what, where, why and how of your business. What do you do and for whom? How do you deliver your product or service, and at what price? Who’s the best user of your product or service? How can they access it?

3. Third Paragraph

This is a good place to put a testimonial. Choose the best one you have to demonstrate how your product or service benefits your customers. The more details you can give about the source of the testimonial, the better. You don’t want the editors to doubt that your testimonial is genuine.

4. Fourth Paragraph

Make an offer. In the media pitch sample below, I offered to send a sample of the product. For small items, you can give your product samples away. For higher-ticket items, it’s okay to ask for them in return or send a photo that they can publish with their story. Many magazines look at samples then send them back. In that case, you can say you’re willing to send a product for review for 30 days.

5. Final Paragraph

End with a call to action. In the sample media pitch below, the call to action was to call the contact person. Make sure you include your name, email address, and telephone number.

In a few short paragraphs, you can provide the editor all the information he or she needs to decide whether you’re a good subject for their publication.

Here’s a sample media pitch letter following this formula:

Dear Editor

I think your readers would appreciate our new website called www.monthlysocks.com.

We deliver a brand new pair of cushy men’s dress socks every month by mail – just like a magazine subscription. For about $6 a month including shipping anywhere in Canada and the US, subscribers have the benefit of having at least one matched pair of socks in their drawer, eliminating the panic of having to buy them at the airport drugstore.

Jude, a customer, says: “I thought the idea of getting socks in the mail was funny, whimsical, and practical. How many gifts can you say that about? I got a subscription for my husband who, like most of us, always intends to buy new socks but just never gets around to it. I can’t tell you how many times we’ve been out, the shoes come off, and there are his toes, a glowing white beacon of embarrassment. My husband was a little skeptical about this service-until the first pair of socks arrived. They’re very well made, soft, and the padding on the bottom feels great. I know because I’ve ‘borrowed’ them several times, as has my daughter.”

I would be happy to send you a sample so you can credibly prove to your readers that this is in fact a great product and service.

I appreciate your time and consideration for what www.monthlysocks.com has to offer. If you’re interested in learning more, please email Elena Verlee at email@address.com or call me at 123-4567-890.

If you would like more step-by-step guidance on how to get free media coverage and publicity for your business — without ever having to write a single press release — I invite you to look at “How to Do Your Own PR: A Guide for Small Businesses.” It’s a two-hour teleclass where you’ll learn a doable and effective system for getting PR for your small biz.