Demo Script

Release Information

Project: PROJECT-NAME
Internal Release Number: X.Y.Z
Related Documents:
LINKS-TO-RELEVANT-STANDARDS
LINKS-TO-OTHER-DOCUMENTS
The demo script is used by sales engineers when demonstrating the product to potential customers. Multiple demo scripts may be used to address the interests of different types of customers. Each demo script is organized around key points that are expected to influence the purchase decision. Product managers and sales engineers update this document for each new release or when experience with customers identifies a need for improvements.

Demo Planning

TODO: Answer these questions to help think through and define the goals for this demo.
Who is the target audience for this demo?
Investors and potential investors
Potential customers
Management, other developers, or partners
Upper management
End users as part of training
What is your main goal for this demo?
To convince the audience to make a decision about BUSINESS-NEED, to understand the options that we offer, and to TAKE-ACTION.
To inform the audience about the product and prompt further discussions. E.g., showing another team where their product would have to integrate with yours.
To provide evidence of progress. E.g., showing your boss that you are done with the UI.
What main points will you use to achieve your goal?
  • This product automates much of the user's task, thus increasing productivity and cutting costs.
  • This product is very easy to use, which will encourage rapid adoption.
  • This product supports use cases that are key to the customer's overall business process or that enable new business opportunities.
  • ANY ITEM FROM BENEFITS TO CUSTOMERS.
  • You can see that we have built 4 of 10 screens. You now understand why the remaining screens will be much EASIER-or-HARDER to build.
  • We have built 7 out of 10 features. You see for yourself that REMAINING-FEATURE cannot possibly work as planned.
How much time is available to present the demo?
10 minutes, no questions
10 minutes, plus questions
30 minutes, including questions
What equipment and setup is needed to give the demo?
One person. Any computer with a web browser.
One experienced sales engineer. Any computer where we can install from CD or the Internet.
Two people. Two high-powered laptops with specific software and data pre-installed, a wireless networking base station, and a hand-held with a wireless networking card.

Demo Script

TODO: Read the sample demo steps below and consider how they apply to your product demo. Chip away and edit the outline to plan what the presenter should actually do and say. Practice three times to make sure that all system features actually work as expected, and that there is enough time.
TIP: Imagine that you were an audience member seeing this demo the first time. Do you understand what is being shown at each step? Can you actually see the details on the screen? Is the demo too fast? Too slow? Too long? Are you interested in the specific needs? Convinced of the solution's value? What are your questions or concerns? Do you strongly disagree with any points?
Beginning
  • SET DEMO EXPECTATIONS (E.G., LENGTH OF DEMO)
  • SET THE STAGE:
    • BRIEFLY CHARACTERIZE EXPECTED BUSINESS AND USAGE CONTEXT
    • CHECK YOUR ALIGNMENT WITH AUDIENCE EXPECTATIONS
  • MOST KEY POINT
    • HIGHLIGHT SPECIFIC NEED
    • DEMO STEP
    • DEMO STEP
    • REINFORCE BENEFIT OF SOLUTION
Middle
  • SECOND KEY POINT
    • HIGHLIGHT SPECIFIC NEED
    • DEMO STEP
    • DEMO STEP
    • REINFORCE BENEFIT OF SOLUTION
  • THIRD KEY POINT
    • HIGHLIGHT SPECIFIC NEED
    • DEMO STEP
    • DEMO STEP
    • REINFORCE BENEFIT OF SOLUTION
  • ADDITIONAL KEY POINT (if there is time)
    • HIGHLIGHT SPECIFIC NEED
    • DEMO STEP
    • DEMO STEP
    • REINFORCE BENEFIT OF SOLUTION
  • BRIEF TESTIMONIAL OR CASE STUDY
    • WHO, WHAT THEY SAID, WHY THEY SHOULD BE BELIEVED, APPLICABILITY-TO-AUDIENCE
    • WHO, WHERE/WHEN, WHAT HAPPENED, RESULTS, APPLICABILITY-TO-AUDIENCE
Ending
  • FINAL POINTS
    • DEMO STEP
    • DEMO STEP
  • CONCLUSION OR SUMMARY
    • The unique value of our solution is ...
    • If you only remember one thing, it should be MOST KEY POINT
  • CALL-TO-ACTION OR NEXT-STEPS
    • Let's hear your feedback
    • Let's start the detailed discussion of your specific needs
    • Let's move up the chain of command to a higher decision-maker
    • Let's quantify the value that you would get from the product
    • Let's discuss terms for an evaluation or pilot project
    • Let's start negotiating the deal

Anticipated Questions

TODO: Write down a few common questions that you expect to be asked, and think through some good answers.
TIP: You can leave some less critical points out of the demo and only use them if someone asks a question.
How does this compare to OTHER-PRODUCT?
We beat OTHER-PRODUCT on specific BENEFITS that matter to you.
We beat OTHER-PRODUCT on total cost while still providing all the benefits that you actually need.
We beat OTHER-PRODUCT on support and associated services.
We already handle SPECIFIC-NEED with HOME-GROWN-SOLUTION, why do we need your product?
Our solution is better because it is more standard, reliable, comprehensive, scalable, secure, and usable. We are the specialists in this area.
Let's quantify how much that home-grown solution is really costing you. Our solution has lower total cost.
Your home-grown solution is fine for now, but maintaining and supporting it will always be a distraction from your core business. You should focus on your core business.
Your home-grown solution is fine for now, but you cannot depend on it in changing times. E.g., what if you lose the one employee who really understands it? You can depend on us for the long term.
What happens if you do X or Y?
The system would do Z.
What about our investment in OTHER-PRODUCT?
Let's discuss exactly what your current investment is, point-by-point, and how we can help with the transition. E.g., competitive upgrade discount, re-training, data format conversion, and consulting.
You will lose some of that investment, but you will gain from our superior benefits, and you will see PERCENTAGE-ROI allowing you to break even in NUMBER-OF-MONTHS.
I am not convinced of BENEFIT. Can you argue that again?
ANSWER BASED ON SOLID KNOWLEDGE OF PROBLEM DOMAIN AND PRODUCT BENEFITS
When will your product be ready?
We have announced a release date of December 17th.
We are planning a release this Winter, but no specific date has been set.
We have not announced a release date yet. (Don't make up a date that is not accurate.)
We can be ready when you need us, let's work though enough details and commitments so that we both agree exactly when that is.

Demo Checklist

TODO: Use the following questions to help you evaluate your demo.
Are you making the right points in the right order?
Yes, we feel that we will accomplish our goals.
No, we need to better prioritize our points.
Can it be presented in the available time?
Yes, we could even add more or finish early.
Yes, we have optional sections that can be skipped to save time if needed.
No, we need to make the same points more quickly or make fewer points.
No, we need to change the available time.
Do all system features actually work as needed?
Yes, everything is finished and working.
Yes, there are defects, but they will not matter for this demo.
We don't know. We need to test more before the demo, and plan alternative demo steps just in case something fails.
No, we need to quickly fix the system and/or change the demo to make our points without exposing defects.
Does the demo end effectively?
Yes, viewers will be satisfied and convinced.
No, we need to make sure the demo stops at the natural end of a small but complete story, and that audience members understand our key points.
Does the demo raise questions that it does not answer?
No, the demo is very complete.
Yes, but we anticipate those questions and can handle them in the Q&A period.
Yes, the goal of this demo is to raise questions and issues that we will then work to resolve.
TODO: Check for words of wisdom for additional advice on this template.
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