Content 360: how to pitch to the BBC
April 22, 2007 – 12:02 pm
The Content 360 pitching competition at Milia had much in common with the BBC Innovation Labs: some of the same commissioners, some of the same briefs and even some of the same companies. And Matt Marsh of First Hand Experience, one of the Lab mentors, joined me to give some feedback to the competitors on their presentations.
I gave a talk on the first day on ‘how to pitch to the BBC’ based on the experience of the last two years. The main points were:
• Less is more: keep the proposition focused, specific, simple and scalable.
• Can you tell your story in a 30 second elevator pitch or write it in 50 words?
• Can you tell your story in a 30 second elevator pitch or write it in 50 words?
The four fundamental questions you should answer in every pitch (derived from SRI methodology) are:
1. What need(s) are you addressing?
“Build things that people need” (Tom Loosemore)
“Build things that people need” (Tom Loosemore)
o Audience/User need
The user should be at the heart of your pitch. Can you should show that you understand your proposed users really behave: Who are they? Where are they? Why will they use your service? (What’s the trigger?) How? (What platforms? What’s the call to action?) When? And why not, what are the barriers to use?
The user should be at the heart of your pitch. Can you should show that you understand your proposed users really behave: Who are they? Where are they? Why will they use your service? (What’s the trigger?) How? (What platforms? What’s the call to action?) When? And why not, what are the barriers to use?
o BBC Need
Why should the BBC do this? Can you help them reach a specific target audience? Have you identified a gap where they have a problem?
Why should the BBC do this? Can you help them reach a specific target audience? Have you identified a gap where they have a problem?
2. What’s your approach to meeting the need?
Do you have a clear, comprehensible idea? Or are you just re-stating the brief?
Do you have a clear, comprehensible idea? Or are you just re-stating the brief?
3. What are the benefits of your approach to meeting need?
o To the user?
o To the BBC
You should try to develop quantifiable answers to this question.
Is the cost/benefit ratio reasonable?
o To the user?
o To the BBC
You should try to develop quantifiable answers to this question.
Is the cost/benefit ratio reasonable?
4. What is your competition?
Is there anyone else doing something similar? If so, why is your approach different/better?
How does your project into the ecology of the web? (Don’t need to do everything yourself)
Is there anyone else doing something similar? If so, why is your approach different/better?
How does your project into the ecology of the web? (Don’t need to do everything yourself)
Some additional ingredients
• Introduction to Pitchers
Who are you? What are your roles? What’s the organisation?
Who are you? What are your roles? What’s the organisation?
It’s surprising how often people forget.
• Hook
Do you have a compelling headline?
Do you have a compelling headline?
• Technology Questions
Are the platforms clearly defined?
Are you bringing a new/proprietary technology solution?
Assess your audience and don’t confuse or bore non-technical people.
Are the platforms clearly defined?
Are you bringing a new/proprietary technology solution?
Assess your audience and don’t confuse or bore non-technical people.
• Why should you do this project?
Can you show that you have the skills to do the project without doing a major corporate pitch?
Can you show that you have the skills to do the project without doing a major corporate pitch?
• What’s the next stage of development
What are you asking for? Timescale.
What resources will the BBC have to commit (apart from cash)? How difficult for the BBC to implement in terms of staff and infrastructure?
What are you asking for? Timescale.
What resources will the BBC have to commit (apart from cash)? How difficult for the BBC to implement in terms of staff and infrastructure?