FITI Startup Workshop_Day 2_20210425

創業實作坊 (Day 2)
04/10: 技術創業的商業思維與提案說服實戰
Startup Business Sense for Pitch Success
04/25: 培養技術創業更需要的銷售力
Sales Power is Your Magic Stick for Techie Startup
翁溓松
Albert Weng
2021/04/25

Something about me
Albert Weng
● Director, Europe, LATAM, Marketing, Hitron Technologies Inc. (www.hitrontech.com/)
● Past: Executive at BenQ America (Dallas, US), BenQ LATAM (Miami, US), D-Link (TW)
● Startup Coverage: Advisor, speaker, reviewer, instructor for government-led startup
program: FITI, LEAP, VP (MOST, 行政院科技部)
● Alumni: 97 BA, EMBA, NTUST
明基佳世達集團

課程介紹
日期
課程
04/10_創業實作坊（一）
技術創業的商業思維與提案說服實戰
Startup Business Sense for Pitch Success
時間大綱
10:00-10:30
10:30-11:30
11:30-12:00
12:00-13:00
13:00-14:00
14:00-15:30
15:30-16:00
Before
Startup
Journey
Lunch Break
OMG
Workshop
Wrap-up
你是創業者
創業ABC與創業DNA
創業歷程的商業現場攻防
午餐與充電
又愛又恨的BP有新解
實作演練
總結與預告
日期
課程
04/24_創業實作坊（二）
培養技術創業更需要的銷售力
時間大綱
10:00-10:30
10:30-11:30
11:30-12:00
12:00-13:00
13:00-14:00
14:00-15:30
15:30-16:00
After
Scenario
Magic Stick
Lunch Break
Money Talks
Workshop
Wrap-up
我是創業者
主要場合的BP拆解
為什麼SP是BP的魔法棒
午餐與充電
SP導向的BP才賣得動
實作演練
總結與決選建議

Heads-up
No standard answer in startup,
nor in this course.
So, speak up to learn and grow together.
This is the best advice ever I wish you receive.

What you’ll get from this course
1. Deep dive in pitch by scenarios: immerse yourself as a pitch machine, today!
2. Create, pitch, pivot quickly: unleash your pitch potential by small and aligned practices.
3. Bonus for acceleration: points requested and a few for advancement.

Your background is ...
Technical Power
Commercial Power
1
4 3
2
HIGH
HIGH
LOW
LOW

培養技術創業更需要的銷售力
After
Scenario
Magic Stick
Lunch Break
Money Talks
Workshop
Wrap-up
我是創業者
主要場合的BP拆解
為什麼SP是BP的魔法棒
午餐與充電
SP導向的BP才賣得動
實作演練
總結與決選建議

After_Stand-up Pitch: 我是創業者
1. Your name (你的名字)
2. Your team (你的團隊)
3. Your business (創業主題)
4. Your message (一句入魂)
1. 60 sec prep
2. 30 sec pitch
Your name, team and business are “what”, which can only show a static info from
your pitch.
However, the last section of Message is the key to connect with the TA in that
specific pitch event/moment by planting an unique image of you or the “why” behind
your idea/story so it matters to these TA, so they’ll be amazed and would leave a vivid
or positive image of you.
And you only have one line to make it.

For the record, that’s the After
So, how do you see the change from Beforeand After (in 2 weeks)?

Recap from Last Course
● What have you “done” after last course?
○ Hard to take the action required?
○ Or simply didn’t know what actions should be or would be good to take?
○ Knowing what you “need” is the first step to take action.

Preview for this Course
● What do you “need” from this course?
○ Need for completing and succeeding in this current FITI program (occasion)?
○ Need for improving your startup project/idea/business (team)?
○ Need for growing your own professional or personal competence (you)?

How to drive for action?
Escape Painfulness
Negative Push
Thinking like a Startup
The Know
Living like a Startup
The Do
Chasing Happiness
Positive Pull
Past: order/instruction from a superior makes
action for others.
Position is power remains effective.
Influence over order is on the rise.
Present: People take those they want, believe,
or need for their time and attention thus action.

How do you get new & valuable thing (in mind)?
Learn Things
Heart on
Waiting to be served with a set menu
(free effort)
Opening to ask for help on shortcoming
(paid effort)
Take Things
Palm up
Outcome:
You normally get something looks good (in
general) but no use for your current need. But
you think that’s free (???), so no harm to keep
doing the same. Smart or stupid?
Outcome:
You ask, fail, been rejected, ask for another,
build rapport w/ whom help you, endless trial
and error, start to get some light, see wider of
the picture, plenty of small dots for good or bad,
then when connecting all the dots, you learned.

How do you get new & valuable thing (in action)?
Bootstrapping
Explore and create
Try only within the normal range
(reasonable effort)
Daily trial-and-error to get what’s needed
(significant effort)
Availability
Reach and accept

How do you get new & valuable thing (in life)?
Reading People
Connection is power
You’ll know what’s valuable. You’ll know how to make things happen.
Reading Books
Knowledge is power

Bonus from Last Course
● Business Model
● Strategy
● Negotiation

Business Model
Principle:
● BM is a living thing, not
a statement on paper.
● The calling: “Show me
the money!”
● The demand: “How
much & when?”
Try outpace the normal:
● Make them smell the
money, NOW!

Stand-up Pitch (Breakdown to section for single point refinement)
# Topic Element Discussion Pitch
1 Vision (why) Market, background, need, your story 1 min 30 sec
2 Product (what) Feature & uniqueness 1 min 30 sec
3 Biz Model (money) Supply, channel, alliance partners 1 min 30 sec
4
5

Strategy
A clear guide of action to go
from here to there under
realistic resources.
- Albert Weng
● Strategy is one of the most crucial factors of success but yet ignored by
nature to those who hasn’t master this secret.
● Start today, you’ll surpass most of your competition by improving your
strategy in practice every day.
A general plan to achieve one
or more long-term or overall
goals under conditions of
uncertainty.
- Wikipedia

Strategy by Steps
Situation
Target
Research
Action
Adaptation
Be fair about here, environment, competition, resource (mirror)
Defining the goal, direction, outcome (desire)
Map out the journey with sufficient data and details (visibility)
As simple as 123 for everyone to take their move (limits)
Be sensitive and resilient to react throughout the journey (alive)

4 Strategy (how) Feasible guide from here to there 1 min 30 sec
5

Negotiation: YMC Pitch Model
Your Need My Offer
1 2
3
Pitch
Common Goal/Point
Steps Highlight
Goal matching ○ Your must, optional list
○ Their must, optional list
Picture in strategy ○ Start with plan A
○ Change for plan B when …
○ Move onto plan C if ...
Start from the
connection
○ Something in common
○ Something about their stuff
Reframe and stay
in the frame
○ Focus on the key points and boundary
○ Bring back if the topic is off the track
Create small yes
for the final big yes
○ Start from “you” for small yes.
○ Get more small yes on “we/me”
○ If I offer X, than you’ll give me Y.

4 Strategy (how) Feasible guide from here to there 1 min 30 sec
5 Negotiation (battle) Get a yes (small or big) from the talk 1 min 30 sec

Only coach the coachable -> Only sell to the sellable

Journey: 創業歷程的商業現場攻防 (Type of Pitch)
Stage Opening Activation Development Engagement Expansion
Type Elevator Pitch Startup event Accelerator Program Roadshow, funding event Commercial Meeting
TA Key person, VIP Advisor, reviewer, judge Advisor, mentor, alumni Reviewer, VC Customer, partner
TA Profile Wide & strong power Expert w/o funding Expert w/ or w/o funding Expert w/ funding Biz domain, connections
TA’s Mind Why you matter? Potential, trustworthy,
chemistry w/ the founder
Are they open to learn?
More effort on them?
What if they make it?
Similar deals/pitches.
Do I trust him/them?
When to exit w/ $$$?
Why you matter?
Cheaper, better, good fit?
Switching cost,
Formation Ad-hoc quick talk Formal pitch and review Series of training & pitch Formal pitch & tough Q&A Formal office meeting
Data Hot trend, key event Secondary Research Full market reach study Primary Research Company brief & product
Objective Connect for next
appointment
Be awesome in every way
for highest prize.
Build product, test market,
fix problem, hire team..
Locate your target VC.
Pitch specifically to them.
Business opportunity,
business partnership.
Strategy Unique & quick YMC Pitch YMC Pitch per TA Tie w/ a advisor to shape Customized YMC Pitch YMC Pitch for biz value
Follow-up Contact person for next? Ask for advice per TA Regular advisor hours Make them come to you Product demo, PO, etc.

Scenario: 主要場合的BP拆解 (Read and React)
Stage Opening Activation Development Engagement Expansion
Type Elevator Pitch Startup event Accelerator Program Roadshow, funding event Commercial Meeting
TA Key person, VIP Advisor, reviewer, judge Advisor, mentor, alumni Reviewer, VC Customer, partner
TA Profile Wide & strong power Expert w/o funding Expert w/ or w/o funding Expert w/ funding Biz domain, connections
TA’s Mind Why you matter? Potential, trustworthy,
chemistry w/ the founder
Are they open to learn?
More effort on them?
What if they make it?
Similar deals/pitches.
Do I trust him/them?
When to exit w/ $$$?
Why you matter?
Cheaper, better, good fit?
Switching cost,
Formation Ad-hoc quick talk Formal pitch and review Series of training & pitch Formal pitch & tough Q&A Formal office meeting
Data Hot trend, key event Secondary Research Full market reach study Primary Research Company brief & product
Objective Connect for next
appointment
Be awesome in every way
for highest prize.
Build product, test market,
fix problem, hire team..
Locate your target VC.
Pitch specifically to them.
Business opportunity,
business partnership.
Strategy Unique & quick YMC Pitch YMC Pitch per TA Tie w/ a advisor to shape Customized YMC Pitch YMC Pitch for biz value
Follow-up Contact person for next? Ask for advice per TA Regular advisor hours Make them come to you Product demo, PO, etc.

Magic Stick:為什麼SP是BP的魔法棒
● You need to get people (your TA by each startup scenario) to buy it your pitch.
● A BP is a static doc, can’t move/influence people by reading (either way).
● People will only be influenced if they’re interested in what’s offered.
● You need to connect, engage so to influence.
● Sales Power (SP) is the most simple and an ultimate tool/skill to influence.
● No shortcut for SP, your effort will build a competitive edge for the long run.

Sales
Unique Selling Point
(USP)
Unique Buying Point
(UBP)
Sales Influence Guiding Leading
Visible Invisible
Listen up!!!
The bottom line is, as an entrepreneur, you
should always be the top sales inside out, unless
you don’t believe in your product and business.

Money Talk: SP導向的BP才賣得動
SP Centric Pitch
Focus more on your effort in product, or
your overall effort in your startup.
However, your TA doesn’t really care.
(their face will tell you this.)
More about either how you’ll make the
money, or how they’ll make the money if
they join you.
“This is just business, nothing personal.”
- The Apprentice (Donald Trump)
BP Centric Pitch

Workshop: 實戰演練 (Stand-up Pitch & Quick Advice)
1 Angel talk 1 min 30 sec
2 Startup program 1 min 30 sec
3 VC conference 1 min 30 sec
4 Consultant meeting 1 min 30 sec
5 Mentor meeting 1 min 30 sec

Workshop: Stand-up Pitch & Quick Advice
1 Angel talk What you want, how to get it 1 min 30 sec
2 Startup program 1 min 30 sec

2 Startup program The rule, the preference, the strategy 1 min 30 sec

3 VC conference Money talk, simple & promising math 1 min 30 sec

3 VC conference Money talk, simple & promising math 1 min 30 sec
4 Mentor meeting Show your work and ask for help 1 min 30 sec

Wrap-up for Final Round
(5 key slides)

You think startup is...
➢ Create …
➢ Innovate …
➢ Improve ...
➢ Market …
➢ Sell …
➢ Believe ...
➢ Surpass …
➢ Challenge …
➢ Overcome …
● Customer
● Product
● Competition
● Business model
YOU
Congrats!! You’ve done 50% of the course, the impact of openness on this slide, decide the other 50%.
師父引進門，修行靠自己！
你自己不深刻改變、採用必要的行動，上再多課也無益，還不如動手去做！
something regarding
about to
but the reality is actually
about

Startup Image of Your Choice
Unicorn Black Horse Shiny Pony
Utopia
(Dream)
Show
(Spotlight Effect)
Business
(Brutal Reality)

啟動創業的ABC與成功創業的DNA
DNA
Succeeding Your Startup
Thinking like a Startup
The Know
Living like a Startup
The Do
ABC
Activating Your Startup

The single biggest reason why start-ups succeed | Bill Gross

Product Life Cycle: a holistic view from start to end
1. Locate your product
correctly in its product life
cycle.
2. Apply the strategy for your
sales and business growth.
3. Do not forget or ignore #1
and #2. Period.

The Chasm: the invisible gap that most ignored
1. Timing: before or after the Chasm?
2. Insight: why Chasm matters?
3. Strategy: how to cross the Chasm?

Overview of the Strategic Planning Process

Before we go,
what’s your one line
about this 2-day Startups Workshop?

FITI Startup Workshop_Day 2_20210425

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