和VC的第一次会面--PPT演讲部分之管理团队介绍[创业投资]

曙光兄在博客上发起的一个翻译，我翻译的其中一篇（英文水平-_-!），有兴趣的可以去：

和VC的第一次会面 之 管理团队介绍

By 思华 ReachVC 桂曙光
原文作者：Mark Suster，GRP Partners的合伙人，原文在这里，更多相关内容在这里。

一般情况下，第一次和VC见面，你可能面对的是VC公司的某个合伙人，也可能是投资总监、投资经理或者分析师。在跟VC公司其他人见面之前，你首先需要说服这个家伙对你的项目感兴趣，让他成为你忠实的“拥护者”。在后面的课程中我会讲到“你需要跟VC公司里哪些人接触”。

首先介绍你和你的核心创始团队。

我对这个话题很感兴趣。但让我感到奇怪的是，有些创业者一上来就直奔主题，介绍他们正在专利审核中的技术，这种技术将会彻底改变传统互联网的广告模式，能有效得将eCPM（每一千次展示可以获得的广告收入）提升60%甚至更多。他们滔滔不绝地讲到PPT的第7页了，而我却还一直持怀疑态度，听起来是令人印象深刻，但考虑考虑以下二种情况：

正在向我展示的这个人，毕业于加州理工大学的计算机科学专业，之后在Overture研究“赞助商链接”搜索算法，Overture被雅虎收购之后，他又在雅虎的横幅广告部门工作了4年。（这是一个真实的案例！）或者：

坐在我对面的那个人此前在一家咨询公司工作，为客户提供网站规划方面的建议，在和客户接触的过程中，他注意到大部分的客户在横幅CPMs方面的效果都非常差，于是萌生了这个绝妙的主意。

假如你预先告诉了我，你是第一种情况，那么在你介绍之前我已经迫不及待的把屁股往前挪，准备倾听你的绝妙创意了。但是很少有人这样做，假如你是第二种情况呢？好的，对于一个新手，你确信应该在横幅广告领域创业吗？你的团队了有一些熟练的技术牛人可以搞算法开发吗？

如果没有，那就要小心了，我称之为“San Jose问题”（即”纯技术解决”问题，San Jose是美国计算机和电子工业的中心）。我经常遇到非常聪明的“第二种情况”的人，给我演示他们的创意，在我看到来这些都是通过“更高深的技术”来解决问题的创意。我的回答通常是：“如果有3个28岁极聪明的斯坦福计算机专业的高材生也看到这是一个潜在的巨大市场机会，你们会怎么做呢？他们将在他们狭小的公寓里，吃着炸玉米卷、睡在沙发上、一周通宵四天工作，夜以继日的写代码，以免费的方式推出产品迅速占领市场。他们没有抵押贷款、没有老婆、不用考虑孩子上学的问题，你怎么跟他们竞争？”因此，如果你是”第二种情况”（实话实说，大部分创业者都是），……想想你将如何解决San Jose问题呢？最可能的做法是，专注那些要么不需要“高深的技术”，要么需要高深的行业知识的领域，这些都是“San Jose”创业者没有优势的。

不管你的业务是什么——基本上大部分的业务不需要“很高深”的技术——确保在你熟悉的领域或者和现有业务相关的领域创业。如果你的团队成员的跟你有互补技能，也一定要告诉VC。可能你不懂技术，但你已经雇一个23岁、SAT考1600分的哈佛高材生做你的CTO（这是本周我接触的一个真实案例！）。你不用在简介中告诉我你在高中的时候做了什么，记住，融资演示中团队介绍的要点：简短、激情、清晰明确、用数字说话，准备深入交流。

最后，个人的一个看法：你的个人介绍不要过于谦虚。今天我见了一位女士，她用了6-8分钟简单介绍了一下项目以及有什么创新。在她演讲的时候，我跟往常一样想，“她的背景是怎样的？她是如何想到这个创意的？这听上去确实是个好创意，但是她真的理解自己在说什么吗？”20分钟之后，我翻阅了一下她给我的演讲材料打印稿，想找到她的个人简介，我找到了。她是耶鲁大学建筑与工业设计专业的优秀毕业生，难怪她设计的产品外观漂亮充满了艺术气息，她显然很聪明，她在一家包装消费品公司做了好几年的销售和广告工作，这些跟她的新产品关系密切。如果她一开始就告诉我这些，我会在她演示的前10分钟就非常投入地倾听，我很奇怪，她为什么不考虑以这样的方式来开始演示呢？（By 思华 ReachVC 桂曙光）

原文：

The First VC Meeting (Post 1 of Many)

by Mark Suster

The first meeting is often with just one partner of the firm or might be with a principal, associate or analyst. You need to get this person interested in your business and to become your “champion” before meeting more people in the firm. I’ll cover “how to figure out which person at the VC to approach” at a later date.

Begin with you Bio and that of the Key Members of the Team:

I’m passionate about this point. I am always surprised when people jump into their topic and start telling me about their patent pending technology that is going to revolutionize the way that Internet advertising as we know it works. They’ve developed optimization technology for banner advertisements that is going to increase premium eCPM rates by 60% or more. As they’re talking and already on slide 7 I still am trying to decide whether or not I believe them. It sounds very impressive but consider the following scenarios:

1. The person pitching me graduated with comp sci degree of Cal-Tech before working at Overture on sponsored search algorithms before being acquired by Yahoo! and working in the banner advertising division for 4 years. [this is a real world case!]; or
2. The person sitting across from me worked at a consulting firm that advised customers on web strategies. He got the idea when he worked with clients and noticed how poor most customers were at improving their banner CPMs.

Obviously if you’re case 1 and you tell me this before starting your pitch I’m already on the edge of my seat before you tell me your cool idea. But very few people fall into that bucket so what if you ARE case 2? OK, for starters … are you sure you should be doing a start-up in the banner optimization space?

Do you have some shit-hot Phd’s on your team developing algorithms?

If not, watch out. I often call this the San Jose problem. I often hear very smart “case 2’s” from above pitch me ideas that I think are best solved with “deep technology.” My response is always, “what are you going to do when 3 shit-hot 28 year old comp sci masters from Stanford realize what a big market opportunity this is? They’re going to sleep on their couches in their tiny apartments eating Taco Bell 4 nights a week. They’re going to crank out code and give product away for free to gather market share. They don’t have a mortgage, a wife or private school for their kids to think about. How will you compete with that?” So I sort of think if you ARE a “number 2″ (and let’s face it, most of us are) … just think about how you defend against the San Jose problem. Most likely it’s by focusing on something that is either not “deep science” or it is by building something in an area that required deep domain knowledge and can’t be solved by the San Jose entrepreneurs.

Whatever it is that your business is about – and most businesses won’t require “deep” science – make sure that you put your best foot forward on what your background is and why it is relevant to the company you’re building. If your top team members complement your skills well make sure to tell that as well. Maybe you’re not a tech-head but you’ve hired a 23 year old from Harvard with a 1,600 SAT who’s your CTO (another real world example I heard just this week!) And remember that your personal bio is not the opportunity to tell me about what you were doing in high school. All of the rules of the Elevator Pitch apply to person bios: be brief, show enthusiasm, avoid jargon, use numbers and be prepared for a deep-dive if asked.

Finally, just a thought. Your personal bio is no time to be too humble. I saw a lady pitch today (June 5th, 2009). She did a 6-8 minute overview of what her business was and why it was revolutionary. I did the usual in my head, thinking while she was pitching, “I wonder what her background is? I wonder how she got the idea? This sounds like a big idea but does she really know what she’s talking about?” After about 20 minutes into the meeting I finally flipped through a printed deck she gave me and looked for her bio. I found it. She was graduated from Yale with a magna cum lade in architecture and industrial design. No wonder the product she designed was so beautifully aesthetic. She’s obviously very bright. She did a number of years of marketing and advertising work with beauty product consumer-packaged goods companies. It was directly relevant to her new product. Had she told me all this from the start I might have been more engaged in the first 10 minutes. I wonder what was going through her mind that she chose not to lead with this?

（声明：本文来源于“ReachVC 风险投资专家”,原文地址：http://www.reachvc.com/post/522.html）