Once you finish your presentation, interested investors will eventually make their way to your booth to see a product demonstration, ask in-depth questions and learn more about your company. Are your marketing materials "meeting-worthy?"
1. DESIGN CLEAR BOOTH GRAPHICS
Companies have a tendency to fill their booth panels with too much text and too many graphics before realizing that anything below waist level cannot be seen. It’s better to place your company logo, tagline and product name at eye level so investors and attendees can easily recognize your booth from a distance, even if there is a crowd nearby.
2. CREATE FACT SHEETS AND COLLATERAL
In addition to your corporate brochure, product collateral and press coverage, prepare a handout that summarizes key information from your presentation, including your company overview, management team and existing capital structure. Bring more than you think you may need so you won’t run out, along with plenty of business cards.
3. DEVELOP YOUR PRODUCT DEMONSTRATION
Next to your presentation, an impressive product demo is a critical step in moving an investor closer to scheduling a follow-up meeting. Make sure your demo is designed professionally and that you highlight key features effectively, whether you build a canned demo in Flash or are prepared to do a live software demo back at the booth.
4. PREPARE ANSWERS FOR COMMON QUESTIONS
Anticipate the questions investors might ask and prepare answers in advance. Since this is not a traditional tradeshow, these questions may be less technical and more strategic in nature. Use this opportunity to reinforce key messages about your business model, market strategy and competitive advantage and continue building your case for investment.
5. PLAN YOUR BACKUP STRATEGY
This is not the time or place to experience equipment failure. Prepare a backup demo in case your software, video player or Internet connection doesn’t work properly. Bring extras of all equipment – laptops, power cords, USB drives, phones, whatever your demo requires. If all goes well, you won’t have to use it, but if it does not, at least you’ll be prepared.
If your demo goes well and the investor is interested, the next step on your way to a term sheet is a meeting with your potential backers. Congratulations and good luck!
"Stop jawboning and start demoing ... ... if your demo is good, they’ll hunt you down to get your whole story later. "Guy Kawasaki"