Pitching - Propositioning your Value
GET TO THE POINT:
A quick one-liner summary that combines your vision/product and the mission of your company.
Keep it short and memorable
Try making it impacting… as in “We are X for Y”
(“We are AirBNB for Accommodation Spaces”)
(“We are the Starbucks of Coffee Drinks”)
Put 3 main wow’s, i.e.
300% growth YoY
Established in 22 countries
Subscription, no obligation or minimum term contract
WHAT'S THE PROBLEM YOU'RE TRYING TO SOLVE/IMPROVE:
”So what?” Explain the exact problem to be solved, e.g.
How serious is the problem? Who has the pain? How do the current market players fail to address the problem? Sometimes it is easier to present the problem in an anecdote about a real person or real scenario
What are the closest solutions out there?
Who else is already doing this, and how are they going about it and what are they not getting right or doing wrong?
How are you going to make the difference?
If you have done your research and tested your idea, this will be exactly the results of your hard work. It's the easy part
DEFINE YOUR MARKET:
What business/space you are in
Total Market Size: Value Size, Your Place/Niche
Customers: Clearly define exactly who you serve
Macro Trends & Insights: Large-scale, sustained shift in consumer interest. This can be any number of the following forces, Political, Environmental, Demographic, Economic, Socio-Cultural and Technological.
PRODUCTS/SERVICES ON OFFER:
Explain the solution/product so everyone can understand it E.g. Tell a story about a user and the product
What is special, unique and outstanding about your product? Describe the benefit to the customer, what will their life be like once the problem is solved? Intellectual property?
Then list either key features of the whole offering or company or what each feature is and the benefits/needs i.e.
Feature 1 – will allow you to walk through walls (don’t give them the whole story, just bullet points!!)
BUSINESS REVENUE MODEL:
Whether we are looking for investment or partner/client the pricing model and strategy needs to be clear.
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 ££$$$?)
What have you accomplished to date? Products developed Customers
What are the key milestones for the next 1-3 quarters? Product
What is the ambition or end goal? Grand vision Exit opportunity
MARKETING AND SALES:
Who are your customers? Describe the typical customer.
(If you have yet to make your first sale, you can display reactions from happy test users)
What is the size of the potential market for your solution? Combine bottom up and top down calculations (and not just “if we get 1% of the global market….”)
Where are your customers looking today and finding help?
Where will you get in front of them?
How will you achieve your target growth rates?
What are the most important and unique channels and methods you will use to find and win customers?
How are you doing it differently than others in the space?
Guide: Pick the core pain issues for your target market
Adoption of product/service seemless??
Feature set – we have 10 times more features than our next best competitor
Best achievements of each i.e. (if this is impressive enough, it should be placed at the 2 slide)
PhD, founder of known company, developed Microsoft into multi billion $$$ company
Track record matters. If your team has been successful before, investors/clients/partners are more likely to believe it will be successful again
Include descriptions of relevant advisers
Include minimum of 3 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:
USE OF FUNDS:
State how much Capital you are raising and with what general Terms:
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)
Sales & Marketing
Technology/Product or Service development
Capital expenses & equipment