Exceptional 101 Tips to Pitch your Business From The Best Enterpreneurs

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Author :
Publisher : Lulu.com
ISBN 13 : 138718640X
Total Pages : 74 pages
Book Rating : 4.3/5 (871 download)

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Book Synopsis Exceptional 101 Tips to Pitch your Business From The Best Enterpreneurs by : Clem Dean

Download or read book Exceptional 101 Tips to Pitch your Business From The Best Enterpreneurs written by Clem Dean and published by Lulu.com. This book was released on 2017-08-29 with total page 74 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is all about making money from the internet from the comfort of your home with no or less capital

Here's the Pitch

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1118238842
Total Pages : 224 pages
Book Rating : 4.1/5 (182 download)

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Book Synopsis Here's the Pitch by : Martin Soorjoo

Download or read book Here's the Pitch written by Martin Soorjoo and published by John Wiley & Sons. This book was released on 2012-03-12 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advice for every pitch situation a modern day entrepreneur will encounter Whether you're pitching for funding, the media, or to potential customers and partners, to survive and succeed as an entrepreneur, you have to know how to deliver a high-impact pitch. Here's the Pitch reveals powerful proven techniques to get your audience to take the action you want. You'll learn the same strategies and tactics that have been used by entrepreneurs to raise millions of dollars, secure partnerships, and win big sales contracts. Here's the Pitch provides advice for every possible pitch situation, including virtual and Web 2.0 pitches. This book: Demonstrates proven, effective pitch techniques Offers step-by-step advice for preparing your pitch Helps you develop a confident, winning mind-set Examines a range of pitch scenarios entrepreneurs frequently encounter Don't lose out on your next big sale, bid for exposure, or investment proposal for lack of skills. Here's the Pitch provides a complete toolkit that will enable you to deliver a confident, engaging, and successful pitch.

One Perfect Pitch: How to Sell Your Idea, Your Product, Your Business -or Yourself

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Author :
Publisher : McGraw Hill Professional
ISBN 13 : 0071837531
Total Pages : 253 pages
Book Rating : 4.0/5 (718 download)

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Book Synopsis One Perfect Pitch: How to Sell Your Idea, Your Product, Your Business -or Yourself by : Marie Perruchet

Download or read book One Perfect Pitch: How to Sell Your Idea, Your Product, Your Business -or Yourself written by Marie Perruchet and published by McGraw Hill Professional. This book was released on 2016-03-25 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: What’s YOUR story? In the hypercompetitive world of Silicon Valley, this question has replaced “What’s your pitch?” It’s another way of asking, “Who are you?” The art of the pitch is nothing short of a survival skill. If an entrepreneur can’t convince an investor in 10 minutes that a business idea has potential, that is often the end of it. If a project manager in a large enterprise can’t win support from other stakeholders, his or her project is at risk. You always need to be selling yourself, pitching your partners or your clients to work with you, or pitching what makes your new business an exciting and worthwhile investment. You may not realize it right now, but you do have a one-of-a-kind story to tell, one that makes you stand out from everyone else—a unique tale that makes you, your product, or your business unforgettable. In One Perfect Pitch, Marie Perruchet will help you discover it, hone it, and present it, so that you get buy-in from colleagues and potential investors. Learn: • How to mine the worst experiences of your life for your pitch • How to tell me, show me, and sign me up in one minute • How to make a good impression through any medium • The dos and don’ts of pitching etiquette—and how to correct common mistakes • The unspoken rules in Silicon Valley A former mentor at 500 Startups, where she was a pitching coach to world-changing companies at one of the largest incubators in the U.S., Perruchet shares her proven methodology, insider advice, and hands-on exercises. She provides a step-by-step framework that ensures you are pitch perfect whenever you need to sell an idea, a product, a business—or yourself. Marie Perruchet is the founder of One Perfect Pitch, a San Francisco-based consulting firm. Drawing on her experience as a BBC journalist and news correspondent, she works with business executives to shape their stories and deliver effective pitches. As a former mentor at 500 Startups, the largest accelerator program in the U.S., she helped prepare startup founders and entrepreneurs for Demo Day, when they pitch venture capital funds and angel investors. Her clients include multinationals, tech incubators and accelerators, startup founders and entrepreneurs, and portfolio companies. Perruchet also coaches C-level executives from around the world and has been featured in the Wall Street Journal, Marie Claire, and Le Monde.

Bootstrapping 101

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Author :
Publisher :
ISBN 13 : 9780578024134
Total Pages : 0 pages
Book Rating : 4.0/5 (241 download)

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Book Synopsis Bootstrapping 101 by : Bob Reiss

Download or read book Bootstrapping 101 written by Bob Reiss and published by . This book was released on 2009-08-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for existing and future small business owners, this book provides proven, practical tips requiring little or no money on how to grow a business. It also explains where and how to get free assistance and quality advice.

Hype Yourself

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Publisher : Practical Inspiration Publishing
ISBN 13 : 178860122X
Total Pages : 185 pages
Book Rating : 4.7/5 (886 download)

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Book Synopsis Hype Yourself by : Lucy Werner

Download or read book Hype Yourself written by Lucy Werner and published by Practical Inspiration Publishing. This book was released on 2020-01-09 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: ***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE*** Hype Yourself is an invaluable toolkit for getting you and your business featured in the media: newspapers, magazines, radio and TV. Crammed full of insider advice, from the building blocks of your PR strategy to the execution of creative campaigns, it includes expert tips from journalists and industry specialists and is supported by a stack of online resources. Lucy Werner is founder of The Wern, a PR & branding consultancy and training hub for startups, entrepreneurs and independent brands. She is also a writer, speaker, blogger, teacher and podcaster on all things brand building for small businesses. For more information follow @wernchat or visit www.thewern.com

Why Startups Fail

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Author :
Publisher : Currency
ISBN 13 : 0593137027
Total Pages : 370 pages
Book Rating : 4.5/5 (931 download)

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Book Synopsis Why Startups Fail by : Tom Eisenmann

Download or read book Why Startups Fail written by Tom Eisenmann and published by Currency. This book was released on 2021-03-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Pitching Activities Guide

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Author :
Publisher : Independently Published
ISBN 13 :
Total Pages : 52 pages
Book Rating : 4.4/5 (626 download)

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Book Synopsis Pitching Activities Guide by : Joesph Hietala

Download or read book Pitching Activities Guide written by Joesph Hietala and published by Independently Published. This book was released on 2021-08-23 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyone wants to have an effective presentation that captivates their audience's attention. If you are unprepared and relying too much on a script or reading directly from the slides, you're in trouble. To have a successful presentation, you must communicate with your audience. Communicating means having the perfect delivery style. That means you need to spend some time rehearsing beforehand. Everybody always says that you must practice your pitch for an outstanding presentation, but they hardly ever share how. This book is for new entrepreneurs who understand that their every word matters and that practicing saying those words is crucial to success.

Launch Your Inner Entrepreneur: 10 Mindset Shifts for Women to Take Action, Unleash Creativity, and Achieve Financial Success

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Author :
Publisher : McGraw Hill Professional
ISBN 13 : 1264259174
Total Pages : 257 pages
Book Rating : 4.2/5 (642 download)

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Book Synopsis Launch Your Inner Entrepreneur: 10 Mindset Shifts for Women to Take Action, Unleash Creativity, and Achieve Financial Success by : Charlene Walters

Download or read book Launch Your Inner Entrepreneur: 10 Mindset Shifts for Women to Take Action, Unleash Creativity, and Achieve Financial Success written by Charlene Walters and published by McGraw Hill Professional. This book was released on 2021-02-23 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical, specific advice and strategies to help women develop an entrepreneurial mindset Entrepreneurship has always skewed male—from availability of funding to how-to books that assume a primarily male audience. And yet, 36% of all small business or franchise owners are women, and there are 13 million female-owned businesses contributing to more than $1.8 trillion in revenue. Now, with a fast-changing economy making traditional employment unsteady, there’s never been a better time for becoming a “fempreneur.” In Launch Your Inner Entrepreneur, Charlene Walters provides the tools you need to successfully launch and grow your side hustle, start up, or small business. As a mentor on Entrepreneur magazine’s “Ask an Expert” forum and developer of a digital entrepreneurship MBA program, Walters knows what you’re facing—and can help you avoid common mistakes, find your niche, build up your personal brand and reach your entrepreneurial goals. You’ll find the practical, real-world advice necessary to create the opportunities you want by embracing ten Mindset Shifts, including: Embracing an Entrepreneurial Attitude Cultivating Financial Confidence Branding and Building Presence Leveraging Social Media Options Leading Your Startup Going into Growth Mode Rebooting, Repeating, and Avoiding Burnout Along the Way Packed with smart tips and hard-won wisdom, Launch Your Inner Entrepreneur concludes with a special bonus section, the Fempreneur Action Plan—which includes a business concept and planning worksheet, visual brand style guide, resilience and setback survival exercise, and more—to help you put the Mindset Shifts into action, now.

The Authority Guide to Pitching Your Business

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Author :
Publisher : SRA Books
ISBN 13 : 1912300028
Total Pages : 71 pages
Book Rating : 4.9/5 (123 download)

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Book Synopsis The Authority Guide to Pitching Your Business by : Mel Sherwood

Download or read book The Authority Guide to Pitching Your Business written by Mel Sherwood and published by SRA Books. This book was released on 2017-09-18 with total page 71 pages. Available in PDF, EPUB and Kindle. Book excerpt: Make that first impression count. Create success and secure more business with a powerful pitch that really packs a punch. Avoid all the common pitfalls and learn how to confidently and succinctly explain what you do in less than 60 seconds. In this fast, focused Authority Guide Mel Sherwood shares all her knowledge to give you the expert skills you need to prepare and deliver a professional pitch with authority, confidence and passion.

The 3-Minute Rule

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Author :
Publisher : Penguin
ISBN 13 : 0525540725
Total Pages : 258 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis The 3-Minute Rule by : Brant Pinvidic

Download or read book The 3-Minute Rule written by Brant Pinvidic and published by Penguin. This book was released on 2019-10-29 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to deliver a pitch or presentation that grabs your audience’s ever-shrinking attention span? Ditch the colorful slides and catchy language. And follow one simple rule: Convey only what needs to be said, clearly and concisely, in three minutes or less. That’s the 3-Minute Rule. Hollywood producer and pitch master Brant Pinvidic has sold more than three hundred TV shows and movies, run a TV network, and helmed one of the largest production companies in the world with smash hits like The Biggest Loser and Bar Rescue. In his nearly twenty years of experience, he’s developed a simple, straightforward system that’shelped hundreds—from Fortune 100 CEOs to PTA presidents—use top-level Hollywood storytelling techniques to simplify their messages and say less to get more. Pinvidic proves that anyone can deliver a great pitch, for any idea, in any situation, so your audience not only remembers your message but can pass it on to their friends and colleagues. You’ll see how his methods work in a wide range of situations—from presenting investment opportunities in a biotech startup to pitching sponsorship deals for major sports stadiums, and more. Now it’s your turn. The 3-Minute Rule will equip you with an easy, foolproof method to boil down any idea to its essential elements and structure it for maximum impact. Simplify. Say less. Get More.

Pitchersize

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Publisher : Balboa Press
ISBN 13 : 1504368827
Total Pages : 124 pages
Book Rating : 4.5/5 (43 download)

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Book Synopsis Pitchersize by : Dean A. DiNardi

Download or read book Pitchersize written by Dean A. DiNardi and published by Balboa Press. This book was released on 2016-12-14 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: The business start-up environment is an ever-growing culture. There are start-up incubators, large and small events around the world helping these new entrepreneurs get started. And within each one, there is one thing that is front and center of all their activities, education and development assistance, and funding angel excitement-the Pitch. The pitch is a must, whether you're a team member or somebody hired. The pitch must represent your company and product or service. The emphasis behind the pitch is that it gets you exposure, team members, and of course, funding. Funding angels are invited to an open showcase of new ideas, start-ups, and entrepreneurs hoping to find a winning ticket. If by representing your idea, product, service, and company can possibly get you all this through a pitch, then it ought to be in the top three important aspects of your business, especially for start-ups and early-stage companies. Pitchersize puts the emphasis on the importance of the pitch and its real power. And in doing so, Pitchersize offers the perfect set of tools to develop the perfect pitch to represent your idea, company, product, and service. Pitchersize helps you to understand and create the pitch that raises your potential and possibilities for achieving what you want. Learn to pitch with professionalism, presence, and pizzazz. Win the pitch by winning the people.

Brilliant Pitch

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Author :
Publisher : Pearson UK
ISBN 13 : 0273745204
Total Pages : 149 pages
Book Rating : 4.2/5 (737 download)

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Book Synopsis Brilliant Pitch by : Shaun Varga

Download or read book Brilliant Pitch written by Shaun Varga and published by Pearson UK. This book was released on 2012-07-09 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: In business, there is a moment when everyone has to make a pitch; it might be your own personal OK Corral, when the consequences of failure are too painful to even contemplate, but it will always be an occasion where the outcome really matters. Brilliant Pitch will equip people to tackle pitch situations (however tough), improve their own skills and, importantly, leave them enthused about the idea of pitching and looking forward to the next one. It will do so first by outlining how to approach any pitch, then how to tailor the approach in different situations. There are secrets from the masters. There are pitch stories. (Such as the agency which pitched to British Rail, and deliberately kept them waiting in reception for an hour, with bad refreshments and no explanation for the delay…) The book brings the process to life, rather than simply listing things to do. It shows readers how they, too, can become great at pitching. Brilliant outcomes: It eliminates the possibility of doing a 'bad' pitch It will help readers get the content and preparation spot on by focusing on the needs of the audience. It will help give readers tons of confidence so they’ll not only deliver brilliant pitches, but they’ll be eager to pitch time and time again.

How to Pitch Anything

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Author :
Publisher : Independently Published
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.3/5 (645 download)

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Book Synopsis How to Pitch Anything by : Sergi Sai Mora

Download or read book How to Pitch Anything written by Sergi Sai Mora and published by Independently Published. This book was released on 2022-11-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Winning Pitch is the result of years dedicated to helping entrepreneurs seduce investors with their elevator pitch. My work has allowed me to attend more than 200 Business Angels forums in the last 7 years, as well as to organize some of them (some with close to 1,000 attendees). I have seen more than 1,500 entrepreneurs pitch in front of investors. I have closely followed which of them were invested and which of them kept on chipping away or dropped out. I know how the average investor thinks. That's why I've been able to train over 955 entrepreneurs to design and execute a winning elevator pitch. My method is unusual and now you have a practical synthesis in your hands. This Pitch Book is about a counter-intuitive method that has been tested with thousands of startups works for pitching a deal, raising money or pitching anything to win the deal. It is a concise easy-to-read manual for entrepreneurs on how to craft a winning pitch to persuade investors (Venture Capital or Business Angels). But the framework I suggest for persuading investors and raising money is amazingly simple and it can be applied in all fields of the social sphere. Whether you're selling ideas to investors, pitching a client for new business, or even negotiating for a higher salary, How to Pitch Anything Book will transform the way you position your ideas. Each investor is different, and what seduces some investors, makes others cringe. But there are 7 uncommon practices that are worth knowing and in this book I will try to give you a glimpse of them. The over 1,500 elevator pitches I have seen were selected from among many others to be presented to investors. And although it is not very nice to say this, 1,200 of those presentations either bored me to tears or were not credible; 280 left a good taste in my mouth, and only 20 managed to keep me with my eyebrows raised, sitting on the edge of my chair and making me want to meet the entrepreneur after his or her presentation. I want to teach you how to pitch anything like those 20 startups that really impressed me.

How to Win

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Publisher :
ISBN 13 : 9781999602406
Total Pages : 122 pages
Book Rating : 4.6/5 (24 download)

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Book Synopsis How to Win by : Dean Russell

Download or read book How to Win written by Dean Russell and published by . This book was released on 2019-07-14 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: How To Win: The Ultimate Professional Pitch Guide is an essential read for pitch novices and experts alike. The book is packed full of practical tips, success strategies and checklists to help you win at every stage of the proposal, pitch and presentation process. Author Dean Russell has distilled twenty years experience working on game-changing presentations and multi-million dollar pitches to deliver this ultimate pitch guide. The book also includes learnings from pitch experts from across many industries to create a perfect companion for any presentation or pitch. A foolproof guide for individuals, How To Win is also an ideal sales playbook for agencies, businesses, charities and start-ups who want to win new business, grow or get investment. The book has been written to inspire, motivate and support you every step of the way, to provide practical guidance in an entertaining, highly visual and easy-to-follow structure. That is why How To Win includes success strategies and winning tactics for every stage of the presentation and sales pitch process. Sections include: - Deciphering the brief - Writing a winning proposal or bid - Presenting a perfect pitch - Essential post-pitch questions How To Win is an ideal companion and go-to playbook for individuals and teams. That means you will undoubtedly find yourself regularly revisiting the must-know strategies, techniques and checklists so you can present with confidence and pitch to win, every time. What experts are saying about How To Win "A very useful and practical guide" Lord Chadlington "I have seen guides, training courses, lectures and presentations on how to win pitches but never anything quite so practical and user-friendly. Trust Dean Russell to come up with the no-nonsense, definitive guide...go win!" Michael Murphy, Senior Partner, Michael Murphy & Ltd "In a fast-paced world, it is essential to use a detailed guide to design and deliver your pitch, so that it entices clients and audiences and persuades those all important decision makers. Dean has used his extensive experience working with leading communications agencies to put together a guide that is easy to use and practitioner-focused. How To Win is an excellent guide for those working across industry sectors and professions." Dr Mike Cooray, Professor Of Practice, Ashridge Executive Education at Hult International Business School About Dean Russell Author, Dean Russell has worked for over 20 years with some of the biggest agencies and brands in the world, advising CEOs, agencies, businesses, entrepreneurs, politicians and governments on multi-million dollar pitches, global campaigns and presentation strategies. Dean Russell is a recognised communication and pitch strategist with nearly two decades of experience working in senior roles and advising many household name brands, global agencies, senior politicians, start-ups, entrepreneurs and business leaders. Dean is the founder of Win That Pitch, a start-up Mentor for London & Partners, a Fellow at the Royal Society for the Encouragement of Arts, Manufactures and Commerce, a former Regional Vice Chair for the Federation of Small Business and a judge for the British Association of Screen Entertainment (BASE) Awards. Dean is a popular event and conference speaker and also regularly lectures on industry topics for institutions including University College London (UCL), Ashridge Business School (part of Hult) and the Institute of Direct & Digital Marketing (IDM).

Entrepreneurs Handbook

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Author :
Publisher : Independently Published
ISBN 13 :
Total Pages : 44 pages
Book Rating : 4.8/5 (4 download)

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Book Synopsis Entrepreneurs Handbook by : Alexis Queller

Download or read book Entrepreneurs Handbook written by Alexis Queller and published by Independently Published. This book was released on 2022-04-11 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everybody needs to have a viable show that charms their crowd's consideration. Assuming you are ill-equipped and depending a lot on the content or perusing straightforwardly from the slides, you're in a tough situation. To have a fruitful show, you should speak with your crowd. Conveying implies having the ideal conveyance style. That implies you want to invest some energy in practicing ahead of time. Everyone generally says that you should rehearse your pitch for a remarkable show, however, they barely at any point share how. This book is for new business people who comprehend that all their words matters and that working on saying those words is vital to progress

The Elevator Pitch for Entrepreneurs

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Author :
Publisher :
ISBN 13 : 9781070350387
Total Pages : 44 pages
Book Rating : 4.3/5 (53 download)

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Book Synopsis The Elevator Pitch for Entrepreneurs by : Pascal Heymann

Download or read book The Elevator Pitch for Entrepreneurs written by Pascal Heymann and published by . This book was released on 2019-06-12 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Elevator Pitch for Entrepreneurs - Your guide to pitching a product in under 1 minuteAre you often faced with blank, confused stares after explaining "what you do"?Do you find it difficult to convey the benefits of your product, service or company in a concise and engaging manner?When introducing your company/service at business events, do people show less interest than it deserves?Then you're not alone! Summarizing the essence of your work in an elevator pitch is a daunting task for many entrepreneurs. Yet, the ability to precisely communicate your value is essential in any business environment.This book will guide you through each step of crafting a short and effective pitch for any occasion. Discover the elements of an engaging elevator pitch and combine them into a compelling conversation starter!* Understand the POWER of an elevator pitch* Dive into each ELEMENT of an effective elevator pitch* Discover what MOTIVATES your customers* Define your VALUE PROPOSITION* Complete EXERCISES after each chapter* CRAFT your personal ELEVATOR PITCH* Become CONFIDENT in sharing your valueAbout the Author:Pascal Heymann is a pitch & presentation trainer for entrepreneurs, academics and business professionals. Based in the heart of Europe's start-up landscape he empowers CEOs, academics and aspiring entrepreneurs to confidently communicate their ideas, generate interest for innovative products and present with a WOW-factor! His clients include Philips, PlugAndPlay, HelloFresh and TED speakers.

Practice Your Pitch

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Author :
Publisher :
ISBN 13 : 9781977021779
Total Pages : 109 pages
Book Rating : 4.0/5 (217 download)

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Book Synopsis Practice Your Pitch by : Kevin Sandlin

Download or read book Practice Your Pitch written by Kevin Sandlin and published by . This book was released on 2018-02-06 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anyone who has ever started anything had to tell someone else about that something. How we communicate what we do is directly related to the success of that effort. Pitch Practice was created to help entrepreneurs improve how they communicate. Pitch Practice is inspired by TED Talks from Simon Sinek and Nancy Duarte, and supported by Atlanta Tech Village and the growing community of entrepreneurs in Atlanta.This book is for new entrepreneurs who understand that their every word matters and that practicing saying those words is crucial to success.