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Published Jun 21, 2017

#2 iMirror

Pieter Boekhoff ambitiously aims to revolutionize the hotel industry with Eymir's iMirror, a technology that transforms mirrors into interactive devices, offering a personalized guest experience. However, missteps in communication and focus hinder investor interest, revealing the challenges of pivoting from retail to hospitality.
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  • Pitch Missteps

    Pieter Boekhoff's pitch for iMirror faced challenges due to miscommunication and a lack of adaptability. He focused heavily on the hospitality sector, despite having significant traction in retail, which confused investors who were more interested in the latter 1. Pieter admitted to not adjusting his pitch in real-time, sticking to his original plan even when feedback suggested otherwise 2.

    I think I didn't position the beginning saying, hey, we make all of our money in retail, and we're raising money to accelerate the growth on the retail side.

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    This rigidity led to a disconnect between his intentions and the investors' expectations, highlighting the importance of reading the room and adapting on the fly.

       

    Investor Feedback

    Investor feedback emphasized Pieter's communication issues and misunderstandings during his pitch. He felt that a dominant voice in the room led the conversation, making it difficult for him to follow and respond effectively 3. Despite showcasing innovative features of the iMirror, such as interactive room service and gaming options, Pieter struggled to convey the core focus of his business 4.

    I have a dry sense of humor. I'm not as quick to smile as certain people, and I'm potentially a little bit defensive when people are questioning an idea.

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    This perception issue, combined with his defensiveness, may have hindered his ability to connect with the investors and clearly articulate his vision.

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