SIMAC is a pitching method that has proven very successful in commercial and business contexts. The method helps you create a pitch that contains five successive steps : 1- Summarize your Situation; 2- State your Idea; 3- Explain the Mechanism of your idea, how it works; 4- List the Advantages of your idea, its key benefits; 5- Conclude your pitch and define clear next steps.

1. A universal pitch method to win your audience over
SIMAC - How to pitch successfully ?

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SIMAC – a powerful pitch method
Where does it come from? The method originates from Procter and Gamble’s
“persuasive selling format”.
What is SIMAC ? SIMAC is a pitching method that has proven very
successful in commercial and business contexts.
How does it work? The method helps you create a pitch that contains five
successive steps :
1. Summarize your Situation;
2. State your Idea;
3. Explain the Mechanism of your idea, how it works;
4. List the Advantages of your idea, its key benefits;
5. Conclude your pitch and define clear next steps.
Who does it apply to? The method is universal and works in many situations :
advertising, investors pitch, business presentations and
even personal life.

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Situation
Idea
Mechanism
Advantage
Conclusion
SIMAC – Examples of pitches
Advertizing Personal lifeBusiness pitch
• Consumers care more and more
about the environmental impact of
the products they buy
• NGO find it hard to gather funds
Let’s create a market place that
would only sell environment-friendly
products and distribute a % of sales
to relevant NGOs.
The platform would work like all
marketplaces for the end-consumer.
There would be a screening process of
the NGO. The economic model would
be revenue share.
• Marketplace is a proven model
• Positive value should facilitate
media coverage and virality
• Low investment
Let’s invest $k500 in creating a test
platform
• Dirty sweaters
• Demanding kids
• Delicate fabrics
Find an excellent laundry powder
that would clean the sweater
perfectly without damaging the
fabric.
The enzymes contained in the
powder manage to remove the
stains from the fabric, powerfully but
gently
• a happy family
• very clean clothes
• sweaters that are still soft and as
good as new
Buy the powder from the nearest
store.
• I’m tired from a day’s work
• I don’t feel like cooking
• But I’m still hungry
Go to a restaurant tonight instead of
staying home.
• Nice food
• No extra work
Let’s choose what kind of
restaurant we want to go to.
• Choose a convenient time
• Book a table

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SIMAC – The five steps in details
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SITUATION
This is the part where you state the key elements of context.
In order to convince your audience, these elements have to be indisputable facts or issues
commonly raised.
What should I do here?
To state your situation, choose key elements that your audience cannot disagree on or
discuss. E.g : reliable data, prior business analyses in your company etc.
Explain your hypothesis with clarity so that your entire presentation goes on with a strong
foundation. Doing this part well ensure that you can move onto the next part of your analysis
with the audience convinced of your credibility and agreeing with your statements.
To make it even more powerful, select your facts so that the idea you will expose in the next
step is a natural response to the situation. Your audience should naturally be envisioning the
idea as you state your facts.
How do I achieve this goal?
• Consumers care more and more about the environmental impact of the products they buy
• NGO find it hard to gather funds
Can you give me an example?

5. www.eloquens.com
SIMAC – The five steps in details
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IDEA
This is where you give the solution the issue raised in the previous step.
State your idea in a synthetic way. Focus on the essential. Your idea be quickly
comprehensible.
What should I do here?
You should be able to state your strategy and sum up your idea in one or two sentences. The
simpler the sentence the better. Think of it as a sales pitch.
The idea should in itself provide an answer to the issues you have raised in the situation. You
will be able to expand your idea in the ‘mechanism’ section.
How do I achieve this goal?
Let’s create a market place that would only sell environment-friendly products and distribute a
percentage of sales to relevant NGOs.
Can you give me an example?

6. www.eloquens.com
SIMAC – The five steps in details
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MECHANISM
Explain how you will implement your idea.
Justify the feasibility and the credibility of your product / strategy
What should I do here?
Explain how you intend to achieve your objectives. If you already have an action plan, this is
the place to state it. Otherwise, you should go into the details of how and with what means
you intend to realize your idea.
Remember to be realistic in terms of feasibility; otherwise your whole idea will lack credibility.
We suggest using quantitative data here, like timing and resources needed, costs, that will
give weight to your action plan and lend credibility to your work. It will also make it easier to
act on your plan.
How do I achieve this goal?
• The platform would work like all marketplaces for the end-consumer.
• There would be a screening process of the NGO via an online application process and then a
manual background check.
• The economic model would be revenue share (20% for NGOs)
Can you give me an example?

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SIMAC – The five steps in details
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ADVANTAGES
This is where you highlight all your customer benefits and the positive outcome of your idea.
Detail the positive impact your idea is going to have on the issues and facts stated in the first
step ‘situation’ of the SIMAC.
What should I do here?
Here you will detail the impacts your idea will have on your customers or on your business
depending on the aim of your strategy.
Some examples of advantages might be: bigger turnover, a better margin, gaining market
share, lower production costs, gaining productivity, better customer satisfaction, higher
average basket etc.
Here again, where possible, give quantitative data. Your advantages will seem much more
cogent if they have been quantified. And once again it will also help decision making.
How do I achieve this goal?
• Marketplaces are proven successful models (Amazon, Ebay…)
• Positive value should facilitate media coverage and virality
• Low investment needed (<$k 700)
• Expected turnover of $m2,5 first year.
Can you give me an example?

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SIMAC – The five steps in details
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CONCLUSION
This is your call to action.
Define your next steps or define or clear and simple actions, so that your (now convinced)
audience knows what to do to follow on.
What should I do here?
This is the conclusion of your presentation. You have now shared your hypotheses, stated
your idea, explained its mechanism and evaluated its impacts. It’s time to ask for
approval/decision from your audience (client, manager…).
Indicate clearly the type of response you are expecting from them: whether that is a go/no-
go decision or an allocation of resources etc.
It is also a good idea to explain your next steps and timing to give them a medium-term view
of your strategy deployment.
How do I achieve this goal?
Let’s invest $k500 in creating a test platform
Can you give me an example?

9. www.eloquens.com
This slideshow is part of Eloquens’ blog post on ‘SIMAC – how to pitch successfully’
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