Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
Answers to Questions in the Text
Chapter 16: Marketing and Pitching Your Idea
ENTREPRENEURSHIP IN ACTION
Andrew Loos, Managing Partner and Co-Founder, Attack! Marketing
1. How did Andrew Loos get buy-in from his agency contacts? What made his pitch
attractive to them?
2. If you are just starting out, how can you create a network of contacts to pitch to?
3. Do you agree with Loos that it is better to say “no” than to “fake it ‘til you make it”?
Why or why not?
Sample answer: Answers may vary from student to student. In general, it can be risky to make
any commitment that you are not 100% sure you can keep. However, there may be instances
Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
MINDSHIFT
Pitch Practice
1. Were your listeners able to articulate your idea in their own words more accurately than
you expected, or less so?
2. Over the course of your five pitches, did you notice any pattern in areas of your message
that your listeners misinterpreted, or did not catch?
3. In what ways would you improve your pitch in the future for greater clarity and
effectiveness?
RESEARCH AT WORK
Pitching Trustworthiness
1. Give some reasons why trustworthiness is so important to potential investors.
2. Explain the relationship between trustworthiness and coachability. How can an
entrepreneur demonstrate coachability during the pitch?
3. What are some ways you can demonstrate trustworthiness during a pitch?
Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
ENTREPRENEURSHIP MEETS ETHICS
Navigating Legal and Intellectual Property Issues
1. How can you draw attention to your company and educate your customers in the
overcrowded marketplace on social media without resorting to practices that are
borderline unethical?
2. Suppose someone fraudulently posts unflattering material about your company on
social media. How can you best respond and clear your good name?
Sample answer: Author Joseph Torrillo, of reputationmanagement.com, offers several tips to
confronting this dilemma. They include:
3. What can you do to remedy a customer’s negative perceptions before it goes viral?
Sample answer: Do everything you can to contact and then compensate customers who have
Instructor Resource
Neck, Entrepreneurship, 1e
SAGE Publishing, 2018
Summary Questions
1. Describe the role of marketing and pitching in entrepreneurship.
2. Explain the principles of marketing and how they apply to new ventures.
It means the right product in the right place, at the right place, and at the right time. For
3. Compare entrepreneurial marketing with traditional marketing.
Entrepreneurial marketing represents more interactive marketing focused on customers
4. Highlight the value of social media for marketing opportunities.
Social media is ubiquitous, and in many cases, entirely free for the entrepreneur to use. It
5. Describe how to make a good impression during your pitch.
Many investors, when asked, might confess that when choosing investment opportunities, they
6. Describe the pitch process and different types of pitches.
Preparing a pitch involves thorough understanding of the audience, deliberate framing of the