TV pilots, especially the successful ones, are a great analogy for how to conduct product concept demos. At least, that is the insight I gained as I was watching the pilot episode of House M.D. You see, I am working with an early stage startup who’s getting ready for their demo to secure more funding. So, my goal is to get some creative juices flowing and get connected with my muses for more creative powers… So, lets take a look at how to build a successful product demo by dissecting a pilot episode.
First, you gotta start with a compelling concept. This does not mean you spend the next 20 minutes lecturing someone in the coolness of your technology. But, it is about focusing on the problem that you are solving, and succinctly explaining how your product solves it and why people will buy it. The key is to highlight your unique differentiation, your original angle, so it captures interest and makes people curious.
Once you got the interest, next is your story line. As you are putting your story together, keep the focus on what makes you and your product unique, as well as what its key selling points are. Remember, it is not about showing every single feature of your product, but more about incorporating your purpose and your compelling concept into your demo. If you say everything, you end up saying noting at all… So, build a story line around what matters, such as your users, and make it fantastic.
You also need to build in drama and diversity. Remember, to make it stick, you gotta make it simple, concrete, credible, emotional and bring unexpectedness with each story (Made to Stick: Why Some Ideas Survive and Others Die
What about the special effects? Certainly who you are, the brand and the image of your company and product, needs to come through loud and clear during the presentation. However, have you ever seen a pilot episode having a better special effects than even the first season release? Make the quality of your presentation (images, graphs, …) as great as possible, but don’t forget about what really matters the most.
Lets not forget your cast and crew. After all, chemistry and ability to work together on and off the set is just as important as the artistic credibility of the individuals. So, highlight your team and their background. Especially if you have exceptional skills and experiences in the team. Remember, you gotta be credible! Not to forget truthful and passionate about what your are doing. You can’t tell it; you have to show it and mean it!
Lastly, don’t forget to study your audience before the presentation. Think about it, pitching The Man Show to Lifetime Movie Network makes as much sense as Chewbacca living on the planet Endor. So, research the backgrounds of the individuals you are meeting with and tailor your presentation to deliver to their requirements. Be confident and comfortable with your audience.
This covers the key elements of building your demo. Now, your script also needs to deal with your business model. The amount of time you need to spend on it during your demo will mainly depend on two factors: 1) how far along you are in your business; and 2) your audience. For early stage startups, many investors look at the business model as a moving target. So, with that, your story, the problem you are solving, how you are solving it and what you have prototyped is far more important than any 5-year projections.
However, that doesn’t let you off the hook. You need to have a clear understanding of your business and be able to sell them on your elevator pitch. So be ready with an executive summary of your business plan that not only they can walk away with, but also compels them to take action. In a way, this is the rolled up summary of your presentation that is clear, to the point and exciting. And, not to forget realistic.
With that… Lights, camera, action!
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