Video pitch notes
Video pitch content
The video pitch is a variation on your elevator pitch.
It’s the balance of getting the maximum information into the minimum time frame, AND finding the space to share an element of who you are and why people should invest in you.
If you’re able to record your pitch to camera (or phone), I’m happy to assist with the editing and packaging of your video.
Here's a roadmap...
The video pitch is a variation on your elevator pitch and shouldn't go beyond about 90 seconds. If you're having trouble with the time - get some feedback from a team member or even better - someone that's outside the project. It's easy to get attached to aspects of your story that are superfluous.
And remember - you don't need details about the science or technology - only the principles.
Highlight in your video pitch:
An opening statement tease (e.g. imagining if there was a way to…)
What's the need?
How you’re addressing this need
How it works
Why you’re qualified (your & your team's experience)
Insight into the market / business case
Where you are now
Where you’re heading…
Write a short statement to address each of these headings, join the dots - and you'll have a draft outline to work with.
Who's the best person to present your pitch?
You may be the brains or team leader, but you may not be the best person to present the pitch.
You're selling yourself and the team, as much as you're selling your innovation, so consider these qualities when deciding on your presenter.
Clarity of words
Energy in your body language and delivery
Openness - subtle communicating that you're authentic and trustworthy
Confidence - showing that you know what you're talking about and truly believe in your innovation.
Presenting to camera
It's great if you can memorize the pitch and flawlessly present to camera - but if not...
Write out the 8 key headings on large cue cards and have one of your team members hold them up next to the camera, one at a time, as you tell the story. If the letters are big, you should still be able to keep eye-contact with the camera without squinting as you speak to the headings.
If you can afford it, consider buying a simple auto-cue that runs off a phone - they fit over your camera lens, allowing you to present and read into camera - and they're easy to operate.
Here's a link to the inexpensive autocue system that I use: https://padcaster.com/pages/parrot.
It's important to maintain eye contact with the camera - breaking eye contact reduces the connection between the presenter and the audience, and makes the presenter seem less certain.
Distance and height
I recommend that you stand about 5 feet from the phone/camera.
Set the camera at the same height as the presenter's eyes.
Please use a tripod to create a constant steady image! It's really distracting to have a moving/shaking camera when you're sharing a short, information packed presentation.
Your body language tells the viewer a lot about you. Make sure your body is telling the same confident story that you are. The camera is recording you from at least the waist up. So consider these options to assist you.
- Use your hands. If you're uncomfortable with your hands, or fidgeting, find a prop to hold - something relating to your innovation.
- Be demonstrative and expressive.
- Smile, and don't be stiff.
Choosing a location
Your choice of location is yet another part of the storytelling process. Look for a location relevant to your innovation, but in a controllable environment.
Avoid a noisy area
Avoid distractions and interruptions
Find somewhere that's visually interesting and has depth
You can record against a plain background if necessary, and edit accordingly.
The best lighting arrangement is when you can take advantage of natural light - or light that's already available.
Make sure that the presenter faces the light and is far away enough from the wall not to cast shadows.
If you need additional lighting and don't have any 'video lights,'
use a desk, floor or light-therapy lamp
if there are ceiling spotlights, direct them towards the presenter
buy a couple of bright LED lights, and cover them with tracing paper to soften the light.
Don't let poor audio quality spoil your presentation. Avoid using the internal microphone on a phone or video camera. You'll pick up all the ambient noise in the room, which makes a presenter's voice unclear.
Use an external microphone - it really makes a difference to the quality of the sound - and the effectiveness of your pitch.
Here are a few links to affordable external microphones that can work with phones or cameras:
Once you've recorded your presentation, you'll need to edit the video and add any additional visual information to support your pitch. You'll also need to add your logo at the beginning and again at the end - along with email, web address and any social media links.
If you're going to do the editing yourself, but don't have the software yet - here's a range of editing software for Mac and PC, from freeware to about $300:
iMovie (for Mac)
Corel Video Studio
Adobe Premier Elements
Adobe Premier Pro
Final Cut Pro X