Game-changing innovations are the sign that a consumer trend has emerged. They're all the more important to identify that they set new expectations from consumers in all industries. Think of the "one-touch-of-a-button instant service" à la Uber, for instance, that has spread in the coaching industry, the food industry or the repairing industry.
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A hook is an invitation to listen. Actually you’re going to need several hooks along your pitch to keep your audience interested. What you don’t want is just keep throwing information at them. It will get boring. You need a structure of course, to guide them along your demonstration, but you also need bits of surprises to actually want them to know more.
Recently I have been asked by the Dauphine Incubator to help 6 startups craft their pitch. As a result, one of them was selected by the Paris Founders Event and another one won the public choice award at the MashUp 20.
This experience - from hearing their story, to writing their pitch, to rehearsing with them under live conditions - has allowed me to analyze some of the pitfalls and tricks young startups should be aware of when preparing for this oh-so-common exercise.