Annabella: An Idea Born from Motherhood

The breast pump that conquered the Israeli "Shark Tank" with an excellent pitch - what storytelling techniques were used there?

* This article is not sponsored or supported by Annabella Company

The pitch by Masha and Sanya Valdberg on "Shark Tank" begins with a self-introduction – they are a couple, parents to a sweet little girl, who made it clear to her mother that in order to combine a career, breastfeeding, and parenthood she would need a solution that currently didn't exist – a more efficient breast pump.

In the first few seconds, they tell us the "why”: why the couple decided to develop the product, and what pain it will solve for customers. Simon Sinek spoke about this methodology in his TED talk, and it's impossible not to connect with the fact that we buy into the "why" – what do we get out of purchasing the product for ourselves, and what are we supporting by doing so?

In this case, the presenters' target audience is tycoons who want to identify business potential, but first and foremost are also human beings and perhaps parents themselves.

In the first few seconds, they tell us the "why," why the couple decided to develop the product, and what pain it will solve for customers.

They continue to talk about the problematic branding of breast pumps in their current form, and they don't need to go far because the name itself has an inherent problem – babies don't pump, they suckle. This comparison alone positions the product in a new and innovative place, even before we've heard what exactly it does differently. We can already understand that this is probably a pump that tries to trace the original engineering solution to breastfeeding – the babies themselves.

In order to substantiate the message, they begin by establishing the objective element- facts and figures, the first basis in the 3X3 core message model.

It turns out that the current pumps are based on a patent from 1864. In that year people were still traveling in carriages and using the same technique to milk cows and women alike. Here, the spicy element also comes in, which makes us squirm uncomfortably in our seats.

The name itself has an inherent problem - babies don't pump, they suckle. This comparison alone positions the product in a new and innovative place

The pitch continues to strengthen the product's differentiation – the only breast pump that simulates a baby's suckling, and therefore pumps twice as much milk as current pumps. Without continuing any further, we can already imagine the significance for a breastfeeding mother and for a family where pumping is necessary. Saving time, physical and emotional pain that is reduced to a minimum while maintaining a busy and challenging routine. The end result – babies who receive their mother's milk easily and quickly, in addition to parents who manage to juggle and are therefore more relaxed.

Where does the human element hide, which arouses our identification and familiar feeling? At the beginning of the pitch, when they explain the "why," even if we are not breastfeeding women or even parents ourselves, we are well aware of the issue of motherhood in the workplace. This is a prominent social issue that makes headlines time and time again, regarding equal rights in general and breastfeeding in particular.

“Annabella” is a pump that is now sold in large baby product companies in the Israel and has also reached overseas. This is an example of how a pitch based on storytelling techniques that relies on a strong brand creates opportunities for long-term results and great success.

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Annabella: An Idea Born from Motherhood

The breast pump that conquered the Israeli "Shark Tank" with an excellent pitch - what storytelling techniques were used there?

Communication with us starts here

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