Dan Roam's 10-page Pop-Up Pitch

A structured method for creating concise and impactful presentations Modified: 2025-Dec-03 09:08:52 UTC

Background

Dan Roam's 10-page Pop-Up Pitch is a structured method for creating concise and impactful presentations, especially useful for entrepreneurs and business professionals looking to pitch ideas quickly and effectively. This approach builds on Roam’s visual thinking principles from his book "The Back of the Napkin," which advocates for using simple drawings to solve problems and share ideas. Here's a breakdown of the 10-page format:

Overview of the 10-Page Pop-Up Pitch

  1. The Idea Page: Present your core idea or proposition in a simple, compelling sentence or image. This is the headline of your pitch, designed to grab attention and summarize what you're about to discuss.

  2. The Who and Why Page: Define who has the problem you're addressing and why it's important. Include visual representations of your target audience and the pain points they experience.

  3. The How Page: Explain how your solution or product works. Use diagrams or sketches to show the mechanics or process behind your solution.

  4. The What Page: Clarify what makes your solution unique or better than existing alternatives. Highlight key features, benefits, and your value proposition through comparative visuals or icons.

  5. The Business Model Page: Outline how your business will make money. Illustrate your revenue streams, pricing strategy, and any financial highlights with simple charts or models.

  6. The Who Are We Page: Introduce your team and key stakeholders. Use icons or small portraits to represent team members along with brief descriptions of their roles and expertise.

  7. The Where Are We Page: Provide an update on your current status. Include timelines, milestones, current users/customers, or other metrics to show progress and traction.

  8. The When Page: Detail your future plans. Include a timeline of upcoming milestones, product launches, or other important dates.

  9. The Ask Page: Specify what you’re asking from your audience (investment, partnership, advice). Be clear about the amount of money needed, the proposed use of funds, and what you offer in return.

  10. The Action Page: End with a clear call to action. What do you want your audience to do next? Provide contact details, next steps, or a meeting request.

Key Points to Consider

  • Visual Simplicity: Each page should have a clear, visual element that helps convey your message. This could be a chart, diagram, or simple drawing that illustrates your points effectively.

  • Conciseness: Keep text minimal and to the point. The visuals should do most of the talking.

  • Story Flow: Ensure there is a logical flow from one page to the next, creating a compelling narrative that leads your audience through your pitch seamlessly.

Dan Roam's 10-page Pop-Up Pitch is a strategic framework that leverages visual storytelling to make complex ideas understandable and engaging. It encourages presenters to think visually about their business and communicate in a way that is both intuitive and memorable.

How to Create a 10-Page Pop-Up Pitch

Certainly! Dan Roam’s 10-page Pop-Up Pitch is a framework designed to deliver clear, concise, and visually engaging business presentations. Each page serves a specific purpose in the narrative of your pitch, utilizing simple visual elements to convey complex information quickly and effectively. Here’s a more detailed breakdown of each page with instructions on how to create and what to include:

1. The Idea Page

  • Purpose: Introduce your main idea or business proposition.
  • Content: Use a single, compelling sentence or a powerful image that encapsulates your entire pitch.
  • Visuals: Consider a central visual metaphor or icon that represents your idea.

2. The Who and Why Page

  • Purpose: Identify the target audience and their problem.
  • Content: Describe who your customers are and why they need your solution.
  • Visuals: Create personas or use symbols to represent customer demographics and pain points.

3. The How Page

  • Purpose: Explain how your product or service solves the problem.
  • Content: Detail the functionality and the unique approach of your solution.
  • Visuals: Use process diagrams or step-by-step illustrations to show how your product works.

4. The What Page

  • Purpose: Highlight what makes your solution unique.
  • Content: Discuss key features, benefits, and your competitive edge.
  • Visuals: Consider using comparison charts, feature lists, or benefit icons.

5. The Business Model Page

  • Purpose: Clarify how your business will make money.
  • Content: Outline your revenue streams, pricing model, and financial projections.
  • Visuals: Graphs, pie charts, or simple financial models can be effective here.

6. The Who Are We Page

  • Purpose: Introduce your team and their qualifications.
  • Content: Include brief bios and relevant experience of key team members.
  • Visuals: Small portraits or icons representing each member's role or expertise.

7. The Where Are We Page

  • Purpose: Show your progress and validate your business.
  • Content: Provide updates on development, customer base, or other metrics.
  • Visuals: Timelines, growth charts, or maps showing market penetration.

8. The When Page

  • Purpose: Outline future plans and timelines.
  • Content: Describe upcoming milestones, product developments, or market expansions.
  • Visuals: A roadmap or calendar highlighting key dates and events.

9. The Ask Page

  • Purpose: Clearly state what you are seeking from your audience.
  • Content: Specify the amount of funding needed, potential partnerships, or other resources.
  • Visuals: Summarize the use of funds, potential ROI, or equity on offer in clear graphics.

10. The Action Page

  • Purpose: Direct your audience towards the next steps.
  • Content: What do you want the audience to do immediately after the pitch?
  • Visuals: Contact information, a QR code, or a simple checklist of next steps.

Additional Tips:

  • Keep It Visual: Each page should be dominated by visuals rather than text. Use simple, intuitive drawings that communicate your message at a glance.
  • Consistency: Maintain a consistent visual style throughout the presentation to help reinforce your branding and make the presentation coherent.
  • Practice: Rehearse your pitch with the visuals to ensure that the story flows logically and that the visuals enhance rather than distract from your message.

This approach not only makes your information more digestible but also more memorable, leveraging the power of visual thinking to make a strong impact on your audience.