One of the most frequently asked question by any founder is how to prepare a pitch deck? It can be very painful process and experience to create a winning pitch deck, especially if you are raising an investment for the first time. A lot can however be learned from pitch decks from startups that successfully raised and grew their companies, some that went IPO. Following below are few valuable recommendations that can help you cut the time in research and spend more time in putting together the slides. Since the goal is to pitch an investor, the focus here is on content and not the graphics. Graphics may be a necessity for a public presentation like a demo day presentation, but do not matter for an investor meeting.
The style and content of a pitch deck depends on the goal – meeting an investor, presenting to large audience, etc. The purpose of the deck could be to introduce and showcase your business, demonstrate your product, sell your vision and business model. The delivery method – presenting on stage, in a room, or emailing will also factor into the style and type of content to include.
While the investors normally fall under different categories, depending on their investment size, criteria, goals, etc., there is still a common expectation from most investors when they read your deck. This article covers some of the salient points to keep in mind when preparing an investment pitch deck.
- Start with the Purpose: The pitch deck should aim at grabbing the investor’s interest by giving enough information to open their minds to your vision and excite them to know more. Avoid giving over-information as it complicates your story and investors lose attention. Make sure your presentation is self explanatory, i.e. one can go through it in your absence and still be able to follow and understand it.
- Keep it concise: Not more than 10-13 slides. Guy Kawasaki has a 10/20/30 Rule that can help you in this context. Never include too many details on your product/marketing/finance.
- Make good Assumptions: You should be able to justify your assumptions and defend them, but that doesn’t mean you can include irrational assumptions.
- Acknowledge Competitors: Competitors success should be credited. Avoid overreaching arguments against their success.
After reviewing tens of pitch decks that are publicly available, I noticed the following slides to be the common ones across 90% of the decks:
- Purpose – The hook, elevator pitch
- Market Opportunity – market size (TAM and SAM), your customer base
- Problem & Current Solutions – market gap
- Your Solution – your offering
- Why Now – why hasn’t your solution been built before now?
- Traction – any numbers, momentum, expertise
- Marketing Plan: Strategy and Tactics
- Business Model: Key revenue streams
- Financials – focus on key metrics
- Investment – your need, usage, past investments raised if any
- Team – your team, investors, advisers
Some of the not so common slides that can be added to the appendix are:
- Product/Service Features
- Product/Service Demo
- Existing Sales/Clients
- Partnership Agreements
- Risk Factors
- Value Chain/Food Chain
- Competitive Advantages
- Case Studies – clients, user engagement,
- Product/Service road map
- Competitive Advantage
- Use Cases
- Key Differentiators
- Exit Strategy
Helpful notes while working on these slides :
Purpose/Elevator pitch – Define your company in a quick one-liner summary that combines your vision/product and the mission of your company. Keep it short and memorable.
Traction – Show your timeline and milestones to date. Growth metrics are key at early stage. Highlight press, partnerships, accolades. Customer success stories and/or testimonials.
Market Opportunity – Define Your Market: What business/space you are in. Total Market Size (Dollar Size, Your Place/Niche). Customers (Clearly define exactly who you serve). Macro Trends & Insights. Invent your own markets if that is possible. TAM (top down), SAM (bottoms up) and SOM.
Why Now? – Describe historical evolution of your market space and category. Highlight the macro and micro trends that make your solution possible.
Problem – Describe the real problem/need you’re solving, and for who. Who else is already doing this, and how are they going about it and what are the shortcomings to current solutions?
Solution – Why is your value proposition unique and compelling? How does it solve the problem? Why will it endure? And where does it go from here?
Product/Service – Tell the story of your customer and how customers use/value your product or service. Images and visuals are better than lots of text: show don’t tell.
Business Model – Who is your primary customer & how do you make money. What is the pricing / model. Revenue and # of customers to date. Show basic math on revenues and conversion rates. Life-time value of an average Customer (How many months, how many dollars?). How do you intend to thrive? Sales and distribution model. Customer/pipeline.
Marketing – Where are your customers looking today and finding help? Where will you get in front of them? How will you achieve your target growth rates? What are the most important and unique channels and methods you will use to find and win customers? How are you doing it differently than others in the space?
Team – Highlight key team members and their prior positions, successes, domain expertise. Demonstrate relevant experience. Which roles are the keys to success in your company/space?
Financials – Include 3-5 years of financial projections. Mention key & critical assumptions in your model of expenses, customer conversion, market penetration %. Highlight each of these Yearly for at least 3 years: Total Customers , Total Revenue, Total Expense, EBITDA. Sources: P&L, Balance Sheet, Cash Flow Statements. Show cap table if you have one.
Competition – Where do you exist in the larger overall Market Space? What are your Advantages? How is your place in the market unique to you, and the right one for your company growth and customers? Who are the competitors, why have they succeeded, and how do you truly differentiate from them? Who are your direct and indirect competitors. What is your plan to win?
Investment – State how much Capital you are raising, and with what general Terms: Equity, Debt, Convertible Note. What is the timing of your Capital raise? Who are your existing & notable investors, if any? What are your key Use of Proceeds (as % of total raise) : Founder salaries, Sales & Marketing, New hires, Technology / Product or Service development, Capital expenses / equipment.