作者：Seth Sivak

这是手机游戏风险投资系列文章的第3部分。第1部分主要讲述风投的基本概念，第2部分则强调人脉的重要性。

提案概述

一个优秀的提案除了注入对产品和团队的信息，还要能够传达项目愿景。因为你所说服的对象可能对游戏行业并不太了解，因此你就需要让他们明白和确信以下内容：

*这是一个正确的团队

*这是一个正确的机遇

*这是一个正确的时间

*这是一款正确的游戏

*他们是正确的投资者

VC投资者每周都会看到好几个项目提案，这其中可能不乏出色的点子。成功提案的关键在于，除了清楚地展示你出色的想法，还要能够说明为何这是一项值得马上投资的明智选择。

VC Pitch(from rebeccalynnmvp)

提案结构

分清游戏、团队或能够与特定投资者合拍的机遇这些元素的主次非常重要。这需要反复实践，建立你的人脉，并不断迭代你的提案。要敢于针对特定VC个性化提案，了解他们的背景、兴趣和之前的投资情况。

每个提案都应该具备这三个部分，但其次序和深度则可通过实践再作决定：

*宗旨

*团队

*机遇

*产品/游戏

*赌注

*附录

*游戏详情

宗旨

这是项目提案中必备的基本要素。这里要假设你所游说的对象并不了解公司，并且很可能5-10分钟后就合上提案了。你仍可以通过清楚呈现基本内容让他们获得一点信息。这也有助于为接下来的会面奠定基调，让VC有足够的空间来评估提案。

团队

优秀的游戏开发离不开出色的团队精心完成手头的任务。这正是本章节内容的目标：介绍你团队中的关键人物，说明他们为何能力出众，为何他们是你所创建的游戏/公司的理想人选。这里可以详细介绍他们的情况。VC希望听到团队成员能够融洽合作的情况，如果你能清楚传达出团队充满关爱和信任的信息，那就会增加VC的投资信心。

机遇

定义一个公司或游戏所存在的机遇，就是向VC说明市场上存在某个需要解决的现状。同时要呈现市场调查结果以及其他详情向其证明，市场上确有个问题需要解决。好是像讲故事一样来叙述这个问题，甚至可以从你的玩家角度来探讨这个观点。要富有激情地讲述这个问题，并在提案中呈现出来。你真的希望市场上存在这样的游戏吗？好。没有人制作过这种游戏这一现状是否令你不满？这样更好。

如果VC问道为何没有其他人发掘这个机遇，那就说明你摸着门道了。这个问题如此明显，但居然还没有人去解决，那么这显然是个很大的机遇。

产品/游戏

这就是机遇章节所呈现问题的解决方案。这里还不需要深入分析，只要确保解释了早期的所有要点即可。如果你准备了游戏样本，那就可以在此展示。记住，此时的目标并非深度展现产品，所以不要滥用样本。要清楚此时的目标是呈现团队可展示的水准，所以只能呈现杰出的作品。

赌注

在摊开所有底牌后，就该简明扼要地重述和说明项目潜在益处。如果VC此时仍然有兴趣，那就可以提到项目面临的特定困难和风险。此时也是解释为何特定VC是该游戏和公司的绝配的最佳时机。这可以总结所有要点。要随时准备拿出你的激情，因为这真的很关键。

附录

最好控制提案的长度，最理想情况下不要超过25页幻灯片。额外的市场数据、游戏截图、团队经历等内容都可以放到附录中。要设想好VC可能提到的一切问题，并要能够以幻灯片中的附录内容作答。这种有所准备的行为更受VC青睐。

游戏详情

如果你想控制提案的长度，就不会有太多空间讲述游戏详情。我建议你准备一个完全不同，但专注于讲述游戏的提案文件。这里中应该包含预算、团队构成、时间表、竞争分析、市场分析以及其他任何阐述游戏理念的信息。

要记得在提案结束或者之后的会面时亮出这份文件。

总结

游戏项目提案有诸多不同风格和个性，我们很难给予统一的建议。我的提议就是经常实践，找一些顾问当陪练，并从中得到反馈，依此改进提案。有些提案可能更出色，有些则不然，但不要为此而沮丧，下次改进即可。虽然行业中有诸多关于制作提案的“正确”方法，但你最好制作适合自己游戏和公司的独特项目提案。记住，激情在此极有用处，所以不要害怕展示激情。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Raising Venture Capital for Mobile Games – Part 3

by Seth Sivak

The following blog post, unless otherwise noted, was written by a member of Gamasutra’s community.

The thoughts and opinions expressed are those of the writer and not Gamasutra or its parent company.

This is Part 3 of a series on Venture Capital (VC) investment. Part 1 is about the basics of Venture Capital investment and Part 2 is about networking.

I gave a talk similar to this at GDC Next 2013 and it is currently available on the GDC Vault. This is a cross-post from the Proletariat Blog.

Disclaimer: This is my experience and my opinion. There are certainly other ways to go about this process; think of this advice as just another tool in the toolbox, not the only tool for the job.

Pitching Overview

A good pitch delivers a vision while instilling confidence in the product and team. It’s likely that the person you are pitching to won’t know as much about the game industry as you do. It’s your job to teach them something and convince them of the following:

This is the right team

This is the right opportunity

This is the right time

This is the right game

They are the right investors

VC investors see several pitches per week, and they may all be great ideas. The key to a successful pitch is to clearly demonstrate that not only is your idea a great idea; it’s the great idea. It’s your goal to not only show why it’s a smart investment, but why it’s a smart investment right now.

Pitch Structure

It’s important to prioritize whatever aspects of the game, team, or opportunity that will resonate with specific investors. This comes with practice, from pitching over and over, building your network, and constantly iterating on the pitch itself. Don’t be afraid to personalize a pitch for a given VC, knowing their background, interests, and previous investments.

Every pitch should have all of these parts, but the order and depth of each will be determined through practice:

Mission Statement

Team

Opportunity

Product/Game

Bet

Appendix

Game Details

Mission Statement

Including a mission statement is pretty basic, but absolutely essential. Assume that whomever you’re pitching to knows nothing about the company and will likely tune out 5-10 minutes into the pitch. You can still ensure that they will get the message if it’s presented clearly upfront. This will also help set context for the rest of the meeting and get the VC into the proper headspace to evaluate the pitch.

Team

Great game development requires an exceptional team, crafted specifically for the task at hand. That is the goal of this section: introduce the key people on your team, explain why they are exceptional, and why they are a perfect fit for the type of game/company you’re proposing to build. Go into detail here. VCs want to hear that members of a team work well together, and it will instill confidence if you make it clear that there is love and trust on your team.

Opportunity

Defining the opportunity for a company or game is about showing the VC that there is a problem to be solved. This problem should be presented with market research and additional details to prove that there is a real issue waiting for a solution. It’s a good idea to create this like a narrative and even discuss it from the point of view of your players. Be passionate about this problem and let it show during the pitch. Do you really want this game to exist? Great. Does it make you mad that no one has made this game yet? Even better.

If the VC asks why everyone else isn’t chasing this opportunity as well, you’ve done something right. The opportunity should appear so obvious that it’s borderline insane that the problem hasn’t been solved already.

Product/Game

This is the solution to the problem presented in the opportunity section. It isn’t essential to go in-depth here (you will later), just be sure to cover all of the points explained earlier. If there’s a demo available for the game, this is the right time to show it. Remember that the goal is to not get too deep into the product here, so make sure that any demo used is constrained. The objective is to show the level of quality the team can deliver, so be sure to only show exceptional work.

Bet

With the pitch winding down and all of the cards on the table, it’s time to recap and explain the bet. If the VC has been following along and they are bought-in, this is a chance to cover the specific difficulties and risks. This is also a great time to focus on why this specific VC is the right fit for the game and company. This should be a summary of all the points covered. Be ready to show your passion again; it will really matter here.

Appendix

It’s a good idea to keep the pitch short, ideally under 25 slides. Extra market data, game screenshots, team history, and everything else should go into the appendix. Try to anticipate all of the questions that might be asked and be able to answer them with the slides in the appendix. There is nothing more satisfying than being ready to answer the questions received at the end of the pitch.

Game Details

If you want to keep your pitch short, there isn’t a lot of room to cover details about your game. I would recommend having a completely different pitch deck that focuses exclusively on the game.

This should cover budgets, team ramp, milestones, competitive analysis, market analysis, and any other information gathered to plan out your game idea. Be ready to pull this out at the end of the pitch or in a follow up meeting.

Final Thoughts

It’s hard to give recommendations on pitching because there are so many differences in style and personality. My best advice is to practice like crazy, find some mentors to practice on and get feedback from, and always be moving forward. Some pitches will go better than others, but don’t let that get you down, just make it better next time. There is so much advice floating around on the “right” way to pitch, and while that information is useful, you need to create a unique style that works for you, your game, and your company. And remember, passion goes a long way, so don’t be afraid to show it.（source：gamasutra）