Update: Three days later and TechCrunch has just posted a “how to demo post.” Copycats :)
I don’t claim to be a demo god, but I have spent a lot time researching best practices, getting feedback and practicing our pitch for Workstreamer. Here are some takeaways that might helpful.
A demo is visual performance, done in front of a live audience and should be entertaining and informative above all else. Note: this is very different from an investment pitch. Presentation counts for more than the actual product. Use this to your advantage: a well-positioned demo can make up for a lack of actual functionality.
Preparation:
- Practice, practice, practice. Use different contexts: in front of a mirror, with family members and over the phone
- Watch other good demos. Seems like a no-brainer, but most people don’t think to do it. Watch Steve Jobs on Youtube. Review videos from last year’s TechCrunch40
- No brainer. Know your audience. If you can, ask ahead of time what will be the range of tech-savvyness. (Disregard this for VC’s obviously).
- Consider showing off the coolest feature first. This works especially well with a shorter pitch. Show the coolest thing first, and then explain how you leveraged technology to make it happen
- If you use the same pitch for an investor that you would at a demo, you’ve got a problem
- Put the demo to a storyline rather than talking about functionality. If you can, somehow intertwine the person or company you are pitching into the plot.
- You want people to see how they themselves might use this product. That’s why the above suggestion really helps.
The Demo:
- Start by saying how long the pitch will be and request that interruptions wait until the end. It’s your show so don’t let someone else mess up your rhythm
- One person should do the pitch (IMO). Someone else can nod in agreement, but anything more in unacceptable
- Use mock-ups to enhance current product features or allude to things soon-to-come. All descriptions should be visual
- People will remember the stuff and the beginning and the end. Important takeaways go here
- Use the Steve Jobs close. Steve always has “one more thing;” this constantly keeps the audience on their toes.
In-Person Demos:
- When given a choice, I always opt to demo in-person. It’s much more personal and makes it much easier to form a relationship with someone
Phone Demos:
- When you start a phone demo, pretend the person is in the room. Don’t demo slouched in a chair. Stand up, move your hands and get into it…the difference is enormous
- Make sure you know how to use your screen-sharing software. It’s expensive but Webex is by far the best product out there. Don’t chance it with open-source or something you see on TechCrunch
****Add your suggestions in the comments! (Image from last year’s TechCrunch40 Conference)
Other How-To’s:
