Yesterday in Jerusalem I attended BOLEO 2016  – Business Opportunities in Israeli Lasers & Electro-Optics. This is a rare opportunity for entrepreneurs in this field in the Jerusalem region to show off their capabilities to potential clients and others.

The day included a 2 hour session, where eight local start ups were offered seven minutes each to pitch to a panel of seasoned entrepreneurs and experts. This is the part that I was looking forward to. And all my senses as a business coach and mentor were fully turned on……….only to be extinguished fairly early on.

Apart from the presenter for Belkin, a one-second, non-invasive laser treatment for early stage glaucoma, none of the speakers could generate even a spark of interest. Quite simply, each of the presenters blew a golden opportunity to put themselves in front of potential investors. and here is why.

1. Most failed to appreciate the dynamics of the audience. Had they asked beforehand? Yes, most of the listeners were scientists, but the key members were the panel, who are also investors. Most of the presentations had a technical slant and thus were of lesser importance for the panel.
2. The alloted time was seven minutes. One spent 30 seconds thanking the organisers. Two did not leave enough time for questions. If you think that the most important item in your presentation is your voice, you are wrong. Ironically, you also need to listen and show you are listening.
3. Most of the presentations had lovely pictures and graphics. I do not recall one slide that made me sit up and say “wow”. That is just key, especially right at the beginning.
4. Especially when you are short of time, presentations should begin with a ten word intro of what you are doing and why. What is the need? At least deliver this message before people go back to their phones. One speaker did have a slide entitled ‘the need’ and then proceeded to chat about his technology!
5. Prepare, prepare and prepare again. The session was conducted in English, which is not the mother tongue of all the presenters. Fair enough, but then that fact alone should have pushed them to rehearsing even longer. They were boring in the main.
6. Most of the speakers used much of their time to talk about their technology, and in detail. However, it is a fallacy if you think that you can get away without explaining precisely how you will sell the product. The validation of the business model is a vital slide.
7. Most of the slides were long and complex. The classic rule in such presentations is to keep them simple and short. Your slides should emphasise your key point, not state it.

The speakers ignored these rules of powerpoint presentations. I did not invent them. They are all over the web in countless blogs. By ignoring these guidelines, the presenters were deceiving others, hoping they could ‘get away with it’. They failed. They merely wasted the time of many listening.