crafting the perfect pitch deck
TRANSCRIPT
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Darren Menabney @ Samurai Startup Island
Tokyo 10.07.2015
Crafting the Perfect Pitch DeckPitching Perfectly Session 1
DARREN MENABNEY
-2011, Toronto
BSc Astrophysics, U of T
Government of Canada Revenue, Industry, Foreign Affairs, Defence
2011+, Tokyo
MBA, GLOBIS University
Global HR, Ricoh Co. Ltd.
Part-time Faculty, GLOBIS University
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Connect People to People Connect People to Ideas Create Value for Everyone
“Sunrise Over the Pacific Ocean" by NASA. Image in the Public Domain
© Javier Montano / TEDxKyotoUniversity
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Judging pitches
Attending a LOT of pitch contests
Writing & delivering pitches
Coaching startups
Teaching entrepreneurs at MBA program
Public speaking
Pitch contest to a large group
1. What is your goal?
3. What are your constraints?2. Who is your audience?
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1. What is your goal?To make a pitch
To get interest in your solution
To win the pitch contest
To get interest in your company10
Winning is great, but getting VCs or Angels interested should be your main goal
Goal = Getting A Meeting & Boardroom Pitch
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2. Who is your audience?Research the judges
Find out what kind of pitches they like & don’t like
Tailor your slide deck to them12
Pitch Contest Judges…Have limited time
Need to make a group decision
May not know your industry
BUT even if you don’t win the pitch contest, may still be interested in your company
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3. What are your constraints?Usually limited by fixed time
May be limited by use of video, demos
BUT nobody will interrupt you!
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Today’s Goal
Guide you on developing a pitch deck
Can be delivered in 5 - 10 minutes
To a large group during a pitch contest
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Step 1: Design your Minimum Deck
Step 2: Create your Storyline
Step 3: Populate the Slides
Step 4: Make it Pretty
Four Steps
Do it in 10 slides!
10 / 20 / 30 rule!
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Talk about team first! Talk about team last!
Do it in 13 slides!
Stress financials! Stress proprietary IP!
10 minute rule!
Everyone has an opinion…
Company The team The problem (opportunity) Your value proposition (solution) Competitive landscape Market Size Go To Market plan Financials analysis & projections What you need
Startup gurus agree you need to describe
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Number of slides
Order of slides
Definition of “Market Size”
Definition of “Financials”
Other content (e.g. elevator pitch, IP, summary)
Startup gurus do not agree on
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The Problem & Your Solution
General agreement on three parts to deck, in this order
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= Where to Start Designing Your Deck Ensuring Consistency Between Each Part
Market and GTM Plan
Resources you have, what you need for GTM Plan
The Problem & Your Solution
Market and GTM Plan
What you have, and what you need for that GTM Plan
and let’s add in…
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Elevator Pitch
Summary
The Problem & Your Solution
Market and GTM Plan
What you have, and what you need for that GTM Plan
= Minimum Viable Pitch Deck
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Elevator Pitch
Summary
“In a business presentation, you’re telling the story behind your campaign, company, or product…we’re all storytellers and we’re telling stories in business each and every day.”
– Carmine Gallo
Author, Talk Like TED
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Storyboard It
How I Created my PechaKucha Tokyo Talk@ http://www.pechakucha.org/presentations/discovering-tokyo-through-yamanote
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Create an outline of what each slide in your deck will
say as part of your storyline, building on Minimum Deck
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Time you are given You have 5 minutes, do you try 10 slides or 20?
Number of slides?
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Dependent on…
Your delivery style and the story you want to tell
Minimum? At least 10 slides to tell your company’s story and meet your objective
Maximum? Depends on time and your story, however 2015 study of 200 startups who raised $300M found average number of slides was 19
My synthesis…
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https://docsend.com/view/p8jxsqr
So let’s say 10-20 slides for your deck
If your team includes super-talent or serial entrepreneurs, describe Team near the beginning
Where do you describe your Team?
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If your team is talented but your solution is your company’s strength, describe Team near the end
Title Page with Company’s Purpose Elevator Pitch The Problem (Opportunity) Market Sizes Your Value Proposition (Solution) Why Now? Go To Market Plan Competitive Landscape Business Model Your Team Financials analysis & projections What You Have, What You Need Summary
A Possible Storyline…With Logical Flow
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Where and how to describe your team, your solution, your history, are
part of your company’s story and that’s your
decision
…But Remember
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Title Page with Company’s Purpose Elevator Pitch The Problem (Opportunity) Market Sizes Your Value Proposition (Solution) Why Now? Go To Market Plan Competitive Landscape Business Model Your Team Financials analysis & projections What You Have, What You Need Summary
Filling in each section (1+ slides each)
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Company name (and say it)
Company Logo (a nice one!)
A short, memorable sentence describing why you exist
Title Page with Company’s Purpose
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Memorize this until you can say it in your sleep!
Elevator Pitch
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“We solve [problem] by providing [advantage], to help [target] accomplish [target’s goal]. We make money by charging [customers] to get [benefit].
Follow the 500 Startups Formula
Describe the customer’s pain
Describe how the customer currently resolves that pain
Relate it to an everyday experience if very technical
The Problem (Opportunity)
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Keep the language simple here, especially if you are an engineer!
How much is that problem costing?
How much will people pay to fix that pain?
Validate your estimate by using top-down public data, combined with your own bottom-up research
Differentiate Total Available Market (TAM) Serviceable Available Market (SAM) Serviceable Obtainable Market (SOM)
Market Sizes
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How does your company fix the problem?
What products and services can you offer?
Pictures or screenshots
Show actual user cases or the customer’s journey
Proprietary technology & protected IP?
Your Value Proposition (Solution)
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Remember it’s your Company you’re trying to sell
Don’t focus too much on product features, don’t get technical
Describe historical and recent trends which show why NOW is the right time in the market for your solution to succeed
Show that you’ve done your homework and understand what’s going on out there
Why now?
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How will (or has) your company enter the market?
How will your company grow in the market?
What conditions are needed to scale up?
Back up plan with data
Go To Market Plan
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Never talk about how you only need to reach 1% of the Chinese market to succeed…
Competitive Landscape
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NEVER say you “Have no competitors” even if you really believe that
Who?
Why are you better?
YOU!A-Co
B-CoC-CoD-Co
Lo Cost
Hi Cost
Pre-set Customisable
Business Model
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How will your company make money?
Pricing
Sales & Distribution Channels
Give an example, tied to your Value Proposition
Your Team
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Good chance to talk about talent gaps and tie that into “the ask”
Establish credibility
List relevant experience
Photos!
Include mentors and advisors
Financial Analysis & Projections
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No hockey sticks!
Must be realistic!
Must be defensible!
Should summarise financing already received
This is the slide which will get the most scrutiny
What You Have, What You Need
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How have you survived so far?
How much have you raised so far?
What are you looking for, how much?
How will you spend it?
MUST connect logically to • Go To Market Plan • Team
Many pitches forget to ask for something!
Summary
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…and say “Thank You”
May stay up on screen during Q&A for 5+ minutes, take advantage of that!
Company Logo
3 - 4 key takeaways for audience
Contact details
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ii) DIY?a) Watch the amount of text
b) Have a consistent look & feel • Colors, logo, font, background
c) No slideuments!
Easy on the eyes? 12
Easy on the eyes? 24
Easy on the eyes? 32
Easy on the eyes? 40
Easy on the eyes? 48
Easy on the eyes? 60
Easy on the eyes? 7270
Consistent Color Theme in Slides Monochromatic Tones of the same color
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Complementary Opposite colors
Analogous Similar colors
…add a photograph, and you’ll remember 65% of it
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Three days after hearing some information, you’ll remember 10%
Three days after hearing some information, you’ll remember 10%
…add a photograph, and you’ll remember 65% of it
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White space is necessary
Big text!
Excessively colourful text hurts the audience’s eyes eyes More visuals, fewer words
Clarity, Simplicity
The slides should support your words, not vice versa77
General Design Tips
"Simplicity is about subtracting the obvious, and adding the meaningful”
- MIT Design Professor John Maeda
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The Five Minute Pitch DeckTitle Page with Company’s Purpose (0:15) Elevator Pitch (0:15) The Problem (0:30) Market Sizes (0:20) Your Value Proposition (0:30) Why Now? (0:20) Go To Market Plan (0:30) Competitive Landscape (0:20) Business Model (0:30) Your Team (0:20) Financials analysis & projections (0:30) What You Have, What you need (0:30) Summary (0:10)
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Next Time…Oct.14
Delivering Your Pitch With Passion
Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos
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Next Time…Oct.14
Delivering Your Pitch With Passion
Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos
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Some Pitch Deck Archives
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http://bestpitchdecks.com/Airbnb, LinkedIn, Facebook, etc. decks
http://startupbeat.com/category/features/startup-pitches/Featured decks from current startupshttp://www.pitchenvy.com/Mix of unicorns and lesser successes