SW2C: At J.P. Morgan, Why the So What, Who Cares Moment Is the Most Critical Part of Your Pitch

The SW2C Moment –In a 30-minute meeting, the first two minutes of an investor meeting are crucial and set the tone for the next 28 minutes. You only get one chance to make a lasting impression and often only two minutes to do it.

Here's some suggested advice for getting the most value out of your 30-minute investor meeting.

Prepare a Clear and Concise Presentation

• Your elevator pitch is about what your company does. The investor bar is higher. You have to communicate quickly why someone should want to invest in your company.
• Time is limited so highlight the most important aspects of your company, such as recent achievements, milestones, and upcoming goals.

Know Your Numbers

• Investors will want to understand your numbers. Be well-versed in your financial, projections, and any relevant metrics.
• Provide a realistic and compelling outlook for your company's future

Emphasize Clinical and Regulatory Milestones

• If your company is conducting clinical trials, emphasize progress and any positive results
• Clearly articulate your regulatory strategy and any upcoming milestones.

Be Ready for Tough Questions

• Anticipate challenging questions and be prepared to address them concisely and confidently
• Transparency is key, even if the news isn't all positive. Investors value honesty.

Differentiate Your Company

• Clearly articulate what sets your company apart from the competition
• Highlight any unique technologies, partnerships, or strategic advantages

Be Informed About Industry Trends

• Be aware of the latest trends and developments in the life sciences industry
• Demonstrate how your company is positioned to capitalize on these trends

Articulate Your Value Proposition

• Clearly communicate the value your company brings to patients, investors, and partners
• Help investors understand why your company is a worthwhile investment

Follow up

• After the conference, promptly follow up with contacts and leads
• Provide any additional information requested and thank the investor for their time

Remember:

The goal is not just to present your company but to engage with potential investors and partners. Confidence, preparation, and effective communication are key. And recognize the importance of the first two minutes, because that's the start of your making a lasting and positive impression.

How Red Team Associates Can Help:

RTA is a commercial strategy consulting firm specializing in defining and sizing new product opportunities. Red Team can assess whether there’s product-market fit, determine the size of the opportunity, and the commercial challenges such as pricing and reimbursement for a new product.

With investors having to hold on to early-stage investments longer, or investing later in a company’s development, addressing the question as to whether a new product will be commercially successful is now critical, especially as almost 70% of new products fail to meet revenue expectations.

At a meeting like J.P. Morgan or any investment banking or investor meeting, making a strong initial impression when seeking investment is critical. Being able to have a third-party assessment of the commercial potential and customer value of the products you’re developing is helpful to assuage investor concerns.

Our bottom-up approach, which fully incorporates the customer’s perspective, has helped corporate clients raise hundreds of millions of dollars and financial investors perform more robust due diligence relative to prospective investments.

If you’re looking to raise capital for your company and feel a third-party assessment of your opportunity could be helpful, please give me a call.

Wishing all of you a successful JPM 2024.

About Red Team Associates

At Red Team Associates, we'll challenge your assumptions and speak our minds even when doing so is not the easiest path. We help our clients achieve their objectives by protecting them from their adversaries and from themselves. Let’s discuss how we can help you. 

Harris Kaplan is Managing Partner at Red Team Associates, a boutique life sciences consultancy. His resume includes work on the introduction of more than 100 new products including drug, biotech, device, and diagnostics. Harris is a commercial strategist who frequently presents and authors pieces on how the shift from a provider to a payer and patient centric world impacts new product innovation. Harris’ understanding of these seismic shifts in the life sciences landscape has made him a leader in the space and much sought after by clients ranging from startups to large multinationals. Harris excels at helping companies develop their commercial and go-to-market plans in support of new products. He has also been an advisor to multiple venture capital and private equity groups relative to assist their portfolio companies.

Harris’ articles have appeared in Forbes, In Vivo, Medical Marketing & Media, PharmExec, PM360, and Product Management. He has presented at Intellus Worldwide Institute, Windhover’s Therapeutic Area Partnerships, IN3 Device Conference, World Orphan Disease Conference, Life Science Alley, the Biotech Conference at U.C. Berkley, Pharmaceutical Strategy Conference, and the Drug Information Association. Harris is a member of the prestigious Forbes Business Council and was nominated as one of PharmaVOICE’s most inspiring people in 2011.

Stay connected with him on LinkedIn and X (formerly Twitter)

Harris Kaplan, Managing Partner

Red Team Associates

harris.kaplan@redteamassociates.com

410-215-9595