The following post is about advice on how to pitch startups, and on how to best consume the pitches. If you’re looking for a detailed account of the experience, you should definitely read the great guest post by Yiorgos Dedes.

It was my first time at LeWeb, so I didn’t really know what to expect. I was very attracted by the Startup Competition though. I love the energy and freshness that startups emit, so I tried to watch as much of it as I could. Still I’m much better at destroying things than making them, so instead of advice on what to do, I’d like to point some common mistakes.

How not to pitch

• Don’t look like a bartender, greasy hair doesn’t help. First impressions, and of course appearances do matter. This might sound shallow, but when you have almost no time to evaluate someone you’re seeing for the first time, everything counts.
• Don’t try to look thin by wearing tight clothes. This is actually a life lesson. Don’t make me pull out French Vogue editorials on this.
• Don’t stay too much on the stupid UI that you can’t find designers for, insisting it’s revolutionary simple. Some companies may get away with it, but a newcomer won’t. Even though feature creep is unpleasant, it’s consistently the main thing that drives adoption of a product.
• Putting emphasis on each and every word that you say won’t make any of them right. They have to make sense. Non verbal decorations come second.
• Making slow and end-accelerating gestures won’t convince anyone either.
• Saving people from 1 click isn’t significant, unless this 1 click is part of a process that they get into very often. If you what you’re selling is optimization, then you need to start counting how many clicks you save people per day, month and so on.
• Preparing a video that substitutes you entire presentation isn’t a bad idea at all. In every major conference the network is broken and this will probably effect your presentation. Putting a lot of effort on an excellent plan B might sound tedious, but will make you glow in comparison to those other people that now only have slides.
• Throwing slides that have big photos and single words can’t convince. They can drive up enthusiasm, but they can’t convince logical people. It turns out that judges are likely to have been pitched-to a lot, and aren’t easily swayed by charm.
• If you’re the CEO of the company, you’re very likely unfit to make the pitch. This is a speaker’s work. Not a marketer’s, not a designer’s, not a developer’s and certainly not the CEO’s.
• Slides presenting the team are good for the soul™. The audience won’t like them, but substantiating the skills and the experience of the team looks good to judges.
• If you’re not design conscious stick with the defaults in fonts and layouts. Otherwise your slides will very likely look ugly.

How not to evaluate a pitch

This is strange, but I really feel that people watching presentations, focus more on the pitch than the product itself, and then rate the pitch instead of the product.

This is a profoundly troubling way to approach the rating proccess.

It really shouldn’t matter if a pitch is efficient or not. You need to start seeing behind the marketing skills of the person in front of you. If you willingly allow yourself to be swept away by their charm, then you really are doing a disservice to yourself and to others, because you are creating a false perception of reality.

All in all, even if the person delivering the presentation makes all of the mistakes I mentioned, that shouldn’t matter.

When evaluating if something is good or not, either because

• you want to rate it as part of a game,
• you are evaluating a possible collaboration,
• maybe you will buy it,

it’s very important that you learn to peel the onion and look at the true value behind the proposition.