EVERCLEAR INSIGHTS

FOCUSED ON GROWTH, INVESTED IN MARKETING

THE PUZZLE SHARK OF POSITIONING

When I was a kid, I used to work on puzzles. Hundreds, thousands of pieces, dumped out on a table in front of me. I sorted through them for hours, trying to find two pieces to form that single, perfect fit. Most kids were taught to start with the edges, finding the flat pieces first, building the frame, a skinny, jagged little border to work inside. It was easier that way.

But I always started from the middle. I wanted to see the picture first, so I sorted them all by colors, one piece at a time, working diligently, tirelessly -- sometimes for hours, sometimes for days -- but always from the inside out. My teachers nicknamed me the "puzzle shark." I was only four at the time.

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DEVELOP WINNING DEMOS, COLLATERAL AND BOOTH GRAPHICS (6 OF 6)

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?"

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

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DESIGN AND DELIVER EFFECTIVE POWERPOINT PRESENTATIONS (5 OF 6)

Your fundraising pitch is your biggest opportunity for exposure, but don’t let too much text, too little focus and lack of preparation come between you and your potential investors. Make sure your presentation is polished and professional.

SCHEDULE ENOUGH TIME TO PREPARE

One of the most common reasons that presenters fail to connect with their audience is that they are too busy running their company to spend time preparing themselves. Don’t let this happen to you. Block off time on your schedule for you and your management team to pull together the most persuasive stories, graphics and financial figures to build a compelling company narrative.

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PLAN AHEAD TO GET THE MOST OF YOUR NETWORKING (4 OF 6)

Depending on when you present and what time you go on, your networking activities may result in a few more presentation attendees or product demonstrations. Here are a few things to consider when planning your overall conference strategy:

KNOW YOUR GOALS FOR THE EVENT

Not all companies have the same agenda when presenting at a venture capital conference. Whether you need to raise capital, talk up strategic partners or round out your management team, it is important to establish your goals for the event ahead of time. This will help maximize your productivity so you know where your time is best spent and minimize wasted activities.

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POSITION YOUR COMPANY FOR MAXIMUM INVESTOR INTEREST (3 OF 6)

Your company profile is referenced by investors and attendees throughout the conference to determine whether they are interested in watching your presentation. A well written overview and executive summary helps put the odds in your favor.

REFINE YOUR POSITION

A positioning statement is not a tagline. It is the process of creating an image or identity in the market for your product, brand or organization. It is a focused, concise description of your customers, their problem and the solution your product offers them. The strategic purpose of positioning is to increase your relevance to a market segment by choosing where you can win.

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PREPARE YOUR WEBSITE FOR INDUSTRY AND MARKET ATTENTION (2 OF 6)

As soon as the selection announcement is made, your web site will be the first place potential investors, partners and future hires will look for details on your company, management team and products. Is your web site ready for the attention?

PREPARE (YOUR HOMEPAGE) FOR LANDING

Too often, tech company web sites fail to articulate clearly what they do, let alone what makes them different or better than the competition. Your initial site visitors may spend as little as five seconds on your homepage before deciding whether or not to move on. Make sure the headline, text and graphics (or video) quickly explains why your company is one to watch.

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SPREAD THE WORD WITH SOCIAL AND TRADITIONAL MEDIA (1 OF 6)

After being selected for capital connection, media outreach will be important to increase your visibility and generate momentum around your company and its market potential. Knowing who you need to contact can make all the difference.

FIND THE INFLUENCERS

It is important to know who writes about your industry in blogs, trade publications and social media. You should already be familiar with the ones that cover your industry, but if not, build a list of publications, media organizations and individual reporters who write about your space. Read their articles and posts regularly so you become aware of what topics are of interest to them.

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