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Pitch Deck: Use this template to write your business summary and pitch deck.

The business summary should have DETAILED information on each slide. It will
have more information than a typical PPT presentation.
Cover Slide
Introduction/Elevator pitch
The Market
Market Problem/Current Solutions
Your Solution
Your Team
Go to Market Strategy
Competitive Landscape
Competitive or Technological Advantages
Milestones/ Company Timeline
Business Model
Revenue Projections
Exit Strategy
Raising Capital / Use of Proceeds
Summary and Closing

[your company
Purpose of the presentation
(maybe) name & title of the presenter
Include a one line company slogan

The Market
On this slide, you are setting up your market so that immediately after, you can
discuss the pain points and why your company can solve this! Demonstrate that
you understand the market and customer
Total Addressable Market

What is the Overall Market?

What is the size and definition of the market? Units?
Revenue? Is it growing? Are you entering an existing
market or creating a new one?

Define your Total Addressable Market

Whats Your Target Market? How can the Overall market
divided? Geographic, Demographic, Behavioral,
What are the attributes of each customer that makes
them unique, and how can you extrapolate on those
features to define a market segment?

Define your target customer and key characteristics

Who has the problem you are trying to solve? Ex. Small
vs. Large businesses, independents vs. agencies,
examples of ideal clients or individuals

What are the current needs of your customer?


The Introduction/Elevator Pitch

Your front slide is important in order to grab the attention of your audience as
well as give an introduction to your company. Briefly and succinctly cover:

What is your vision and your ultimate solution for your


What is the business? Service? Product?

What is the core problem you are solving for the customer?

Market Problem / Current Solutions

This is where you define the customers problem and show that there are existing
solutions in the marketplace that are just not cutting it . . .
Industry reports and news

Customer quotes

What is the Big Market Problem or Big Unmet Need?

Are the Current Marketplace solutions solving the existing unmet need or
problems? Are they causing additional headaches?
Clearly demonstrate the pain of the problem how much pain and money is
this costing the customer
Convey the strong desire that is being unfilled, its not enough just to say it

The market has either changed or the existing solutions do not fulfill or solve the
big needs or problems of the customers this is the opportunity

Your Solution
Present the solution. This is your value proposition and why your company can solve
this problem more elegantly, more effectively, less expensively or more quickly
Describe your Solution and convey its core value proposition to the client
Brief and centered around the customer who has the identified problem.
Discuss the benefits of the solution to the customer (and detailed technical info IF
APPLICABLE) and how it provides value based on the problem youve identified.

Demonstrate or illustrate your solution by bringing it to life

Live Demo

Screen Shots


Tell a Story

About a future
client or an
example of a
future client
Convince people this is a MUST HAVE solution, not a nice to have solution

Your Team
Describe your current (and planned) management team and advisors

Team Members: current, planned

Current team members
Assess and acknowledge skill gaps & future needed hires

Accomplishments, Experience, Education

Describe experience, education, and accomplishments
that are meaningful to the proposed venture
Be realistic

Advisory Boards, Outside Directors

Important to establish credibility
and connections
Actual contributions are needed not just names only

Why are you the right team to execute on this business plan? What is your
particular expertise and passion?

Go To Market Strategy
How will you launch the product and quickly gain momentum and market share?





What segment will you target first and why?

What does the sales cycle look like and how will you obtain your
What is your potential to leverage, scale, and grow quickly?

Channels: How to reach / market to customers?

Strategy: How to convert, acquire or close clients?
Unique Strategic Relationships / Partnerships?

Describe your marketing, communications and advertising

What sort of time/energy/expenses do you need to expend to
generate revenue?

How to keep clients and build recurring sales?

Average cost to acquire a customer, average revenue per
What is the lifetime value of a customer?

Competitive Landscape
This is where you characterize your competition and who already is addressing
this problem in the marketplace. Make sure you are thorough in your research.
For example, dont miss Apple, Google, or Microsoft as a competitor!

List any direct competitors and

competing alternatives
(including the status quo).
Do your research here. Who are
they? List them.
How are you different? Describe it.
What gives your company an
advantage? Make sure you highlight.
Your Company

Feature 1

Feature 2

Company 1

Company 2

Company n

Feature n

If possible, show the

competitive landscape
Depict any specific features that
add substantial value compared to
your competitors.

Competitive or Technological
On this page, describe how your solution works without revealing proprietary
information and in language a non-technical investor/advisor would understand
What makes this solution effective,
unique, and/or defensible from
What are the competitors
advantages or weaknesses?
What is your current competitive
advantage, and why is it robust and
scalable? Why does it translate into a
sustainable business model?
What is your Moat or barrier to
entry (e.g. money, time, expertise,
unfair competitive advantage)? Is what
you are creating difficult to duplicate?
Is there any IP protection? Do you
have any patents?
Are there any key relationships or
partnerships you have?


Milestones / Company Timeline

Milestones are important to trace company development as well as to signify
accomplishments to investors. Each milestone should be compelling enough for
an investor to know the company is progressing
Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Q2 2015

Q3 2015

Q4 2015

Raise Angel Round of


Proof of Concept
Prototype Developed
and Completed

Product Refinements

Product Launch 1.0

Business Plan

1st Customer

100 Customers!

Cash Flow

Develop a meaningful timeline for the stage of your company. You dont need to cover every milestone, just the one for now
and the next one plus an estimate of how much you need to raise eventually to become self sufficient cash flow break even.
Raising funds, whether by grant or from investors, is about meeting milestones that increase the value of the company. Each
milestone should be set, then reached, so that it is compelling enough to inspire the next round of money.


Business Model
Describe how your company will make money solving the customers problem
by describing the key revenue streams and profit model
Define your Revenue Model. Who will pay for the solution and how will you make money?

What are the key revenue streams?

Discuss the scalability of your business model. Is this high volume? Low volume? Does it lend
itself to rapid expansion?

How many customers do you expect to capture and what is their buying decision cycle?

Is there recurring revenue? What is the frequency?

Show an example using basic revenue/math

Describe your pricing structure and how much you expect to generate in revenue from each customer.

Discuss pricing - per unit, subscription, flat fee? % fee? transaction fee, advertising

Define your financial projections. Specify, fixed costs , variable costs and spell out financial projections.

Is your new venture profitable, or, more likely, is it going to reach profitability in the near future?

What are my initial costs to bring the product to market

How much does it cost to run the business? Is there a big difference between gross revenue and net


Revenue Projections
A simple table that identifies some of the key metrics of the business (revenue,
net income, customers, headcount etc.) and financial information with
measurements of financial progress (revenue, gross profit and net profit).

Some General Guidelines

# Years Projected:

Startups: 6 year projections (accounts for ~1 year of getting


Early-mid stage: 1-2 year historical, 3-5 year projections

Target Market Size vs. Acquired Clients:

Its important to see how much money the company will

need and how much it will make, and how other key metrics
line up with the financials.
EBITDA is often used in place of Net Income Revenue
should be in line with your vision and be realistic, yet
optimistic Some general guidelines:

Total # Clients in Target Market (Show each year with


# Clients Acquired or Free Users vs. Revenue Generating

Users (shows conversion rate)

% Penetrated (be realistic: growing from 0% to 1%-5%

penetration makes sense, 50%-100% is unreasonable)

High Level Financials:

Revenue, Expenses, EBITDA, EBITDA Margin %

Optional: Break out key revenue streams or Gross vs. Net


Optional: Break out key expenses (Ex. # Employees)


Exit Strategy
You need to think about what is ultimately going to happen to your company
will it be acquired? Will it go public? Will it exist as a going concern?
Acquisition: (Most likely exit option)
Name potential companies (any unique relationships with them?)
Name types / categories of companies that could acquire you
Why would they acquire you, how do you fit into their strategy?
Why wont they try to build it themselves?

Financial Buyer: Will your company generate excess cash flow that
could make it attractive to financial buyers to generate a return?

IPO: The least likely exit for a company, but a possibility.

Often not preferred to founders or investors compared to top two choices, due to
required holding period and volatility


Raising Capital / Use of Proceeds

What is the ask? Capital? Intros? The goal of the meeting? This can vary
depending on the stage of your company. BE CLEAR in what you are asking for

Capital Raise: Always try for 20% to 50% more than you think you will need. Be transparent about
what you need now

Stage / Size? Ex. Seed Round: up to $500K, Series A: $2-3M, what is the structure?

Investment Terms and type: Ex: Pre-Money Valuation Expectations / Range, Discount into next round?,
Dividend / Interest Rate?, Equity or Convertible debt?

Current Investors in Round: Founders, Key Angels, VCs

Prior Investment Rounds: Size? Investors? Valuation? Key Terms?

Monthly Burn Rate? / How long will new $ last (runway)?

Use of Proceeds: (Name It / $ Amount / % of Capital Raised)

Sales & Marketing

Hire key employees and founders salaries

Build out / further develop technology

Legal and accounting work e.g. file patents

What is needed to achieve Milestones: 1st Client? Get to Breakeven? 3x Rev Growth?

Things to remember: you will never move as quickly as you project, and you will
have multiple unanticipated stumbling blocks somewhere

Summary & Closing

Your last slide is important to give a review of what you have presented and
leave a lasting impression of your company