Pitch Deck

Do not copy or redistribute - October 30, 2018 1

Pitch Deck Format
1. Status quo + Changes + Q + A

2. Product and Traction

3. TAM/SAM/SOM

4. Competition

5. Team

6. Go-to-Market

7. Funding history + Ask

8. Contact, timing, follow up

9. Appendix

2
S+C+A

3
Tell demand proxy
stories
Investor’s biggest fear = what you've
built is based on your theories.
Tell them what inadequate tools
persona is using (therefore, they
need what you're making)
4
Make a sound bite stick:
‘x of y’ or ‘x meets y’
‘ebay of B2B services‘
‘airbnb meets trucks‘
5
Elevator Pitch=
S+C+A+SAM
‘’Turkish urbanites have no time to
cook. 2m now use the internet,
growing at 30%. We let them order
food online. Market is X billion’’
6
Product

7
Investor’s main question
= Compelling Product

8
Show. Do not tell.

Don’t ever say ‘we're committed to

product’ or ‘our product is superior’
These messages must be implicit.
9
10
Demo the Product

11
Show Traction

12
13
14
15
TAM/SAM/SOM

16
TAM =
Total Available Market
= an annual upper
bound on total possible
demand on your product

17
SAM =
Servicable Available Market
= a subset of TAM
= an upper bound on
total possible market per
your current assumptions
18
SOM =
Servicable Obtainable Market
= a subset of SAM
= upper bound on
your market share of SAM
(aim at 5-10% within 5 years)
19
This is Arbitrary

but you must do it anyway

20
21
Optional: Show SAM-
SOM Sensitivities
22
23
Show Lifetime Customer
Value (LTV)

24
25
Show Marginal Cost
Curve

Economies of scale with

100/1000/100K/1M Units

26
27
Add Go-to-Market
Strategy

28
29
Competition

30
List All serious
Competitors
Missing one that investor can name
is a BAD thing.
31
Use SpyFu, Venture
Beat, Quora, Alexa, HN
alternativeto.net,
Crunch Base, Angel List,
Product Hunt
32
33
34
Team

35
If you need a key team
member, say it upfront
36
37
Funding & Ask

38
List All previous funding
Include bootstrap, FFF,
competitions, government subsidies,
indirect resources etc.
39
Raise 50-100% more funds
than you think you'll need

a. product takes longer to build and

b. deals take longer to close than
you expect

40
Know Your Monthly
Burn and Runway

Remaining Cash / Monthly Burn

= Runway

41
Contact & Follow Up

42
Give One Clear Contact

Include email, mobile, linkedin,

twitter

43
Appendix

44
Put Everything else in
an Appendix

Set up a dropbox folder and include

the link.

45
The Pitch

46
Avoid being apologetic

If you’re solving an important

problem then letting them invest is a
favor. If you don't believe that,
change what you’re doing.
47
CEO or Hustler Founder
should Pitch for Money

48
Speak slowly, clearly
and a bit louder

1. imagine the investors are hearing

impaired
2. do you feel you're speaking too
slowly? that’s about the right speed
49