One of the tests I frequently use with startups is the “bus stop test”. This is a good way of removing confusing drivel from your pitches, which prevents people understanding your proposition. Far too many decks I see are full of jargon, long sentences and obscure words. Resorting to pompous or technical language is often used as a way to disguise weak businesses. At the very least, it alienates and confuses people.
The bus-stop test is designed to get around this. The technique is simple: take your deck to a bus stop and pitch the people standing there. Ideally, test it on tweens. If they can’t understand what you’re proposing, and why it’s cool, you’ve failed.
But you’re not pitching 11-year-old kids for funding or custom, so what’s the real-World value? Simple – around 1/3-2/3 of the pitches I see fail to get the basics across. Don’t be deceived – many of the people you pitch won’t be listening properly (but they may well be faking it). Instead, they’ll be checking out hotties in the audience, or sitting at the back reading email on their phone with a couple of beers on board. Alternatively, they might just not know the things which you think ‘everyone’ knows – because they’re off-sector. If you treat them like they’re an idiot for not knowing your jargon, sector, or market, you’ll lose their respect as well as their attention.
Test your deck at the bus stop before you risk your future in the boardroom. You’ve nothing to lose.
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