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Template Investor Deckby Alexander Jarvis
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Follow and connect with me
• @ADJBlog
• https://angel.co/alexander-jarvis
• sg.linkedin.com/in/alexanderdjarvis/
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• This is a guide to writing your initial pitch deck for
investors, which you ideally send prior to a meet• This is orientated to Seed stage companies
• More detail will be needed when you go further in
discussions
• It is impossible to have a perfect template• Every business is different, so certain slides such as
product will need to be changed to suit your
industry/business model
• Metrics/KPIs etc all need to be changed to your business
model and stage
• Appearance matters, change it to suit your brand
Notes
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Pitch to [Investor]
Date: 31 Jan 2014
Company Name
Company tag line
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Elevator Pitch
X for Y:
Pitch:
Widget is über for food delivery in the home
segment
Widget is the most convenient way for affluent
customers in Singapore to have canned goods
delivered to their home at no cost
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Summary
Category/ Business
model
• Sector: FinTech
• Customer: SME to mid-size enterprise
• Revenue model: Transaction fee
• Pricing: $4 per transaction, anticipate 5x per year
Geographic focus• Current: Singapore (HQ, development in Bangalore)
• Future: Malaysia, India and Thailand
Stage• Revenue: Not yet
• Last fund stage: Angel (Closed Dec 2014)
• Founder investment: $50k from CEO
Investment sought• Amount: $1m
• Structure: Priced round, Series-A
• Commitments: $200k from 2 investors
Team
• Founders: 2
• Staff (Ex founders): 5 (3 FTE and 2 PTE)
• Composition: Marketing: 1, Tech: 1, Sales: 0, Other: 0
• # staff convinced to quit their job: 2 (1 in pipeline)
Other• Founded: June 2012
• Months live: 3
• Months worked on: 9
Objectives • Desired exit: ~$100m in 5 years
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Company History
Founded: Mar 2012
Invest: Founder commit $50k
Beta launch: Aug 2012
1st paying cust: Sep 2012
20th paying cust: Nov 2012
Milestones
Hired CTO: Nov 2012
:
:
:
:
:
Investors
Investor logo Investor logo
Investor logo Investor logo
Raised • $500k
Lead • Jungle Ventures
Summary Cap Table
Founder • 90%
Investor • 10%
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TeamFounders
Key Team
Advisors
Founder
ImageCEOJohn
• Role: Manage product, responsible for sales
• History: Head of Google product (Finance), Bus dev IBM (EMEA)
• Stats: Age: 31, Experience: 15 years
• Education: IIT Kampur
Founder
ImageCTOMary
• Role: Core architecture, manage tech team
• History: CTO of Kayak, Lead dev of Whoops (Failed startup)
• Stats: Age: 29, Experience: 12 years (3yr PHP contribution)
• Education: Stanford dropout (Started company)
Team Image• Name: Simon Reddy
• Role: Lead dev
• Experience: 5yr at YahooTeam Image
• Names: Mike Delaney
• Role: Lead dev
• Experience: 5yr at Yahoo
Advisor Image• Name: Man Martell
• Role: General help
• Position: Growth at YahooAdvisor Image
• Name: Mark Zuck
• Role: CTO advise
• Position: CEO Facebook
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Problem
The problem• People eat a lot of food, but get busy and dont have time to buy
• No convenient solution exists to have canned food deliver to home on
spec, in a timely manner
Alternatives
• Stores close early and customers are too lazy to go to them on
weekends
• Services like Taskrabbit are too much work
• Most customers presently raid their larder or go hungry
Why really needed• Alternatives are severely limited and security is paramount. These are
the key drivers we seek to ameliorate
Proof• Gartner states 20% of customers aged 20-31 define lack of food
options as being a high to medium issue
• Early customer feedback has been very positive
Source: Support what you have said
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Our Unique Solution
Our solution
• Widget is a mobile and web platform that enables customers to order
28% of most popular canned foods and have it delivered in the metro
areas of Singapore faster than any alternative channel
• Our cloud based, social, local tech is part of the matrix
How we are unique
• Faster: Our logistical route planning tech enables food to be delivered
in under an hour. Other providers use old tech and so can’t respond as
fast
• Dynamic pricing: Links to suppliers
How much better• Faster: we are 3x faster than Tesco
• Cheaper: we are 15% cheaper than lowest cost alternative
Special sauce• Our CTO has built the platform before in another industry and can
continually iterate to keep ahead of competition. We will be 2 years
ahead of any new entrant given the dev time requirement
Source: Support what you have said
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• What is specific to your business that will enable you
to beat competition• e.g. 2 years ahead in research
• What competitive moats / barriers to entry can you
create• e.g. exclusivity with suppliers
• Do you have unfair advantages?• e.g. Dad is Finance minister and will block entrants
Unfair Advantage
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Product - [Key Functionality]
Product screenshot
• Search: Find food you want using NLP
• Track: Logistic engine tracks time to
delivery dynamically
• Sort: Find what your want by category
• Schedule: Pick the time that suits the
customer best
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Product - [Category mix]
Product screenshot
• Supplier relationships: depth of
contacts across manufacturers
• Supply chain management: API to
multiple providers to update availability
• Inventory forecasting: able to predict
popular items to ensure stock
availability
• Promotions: Easily push promotions
based on forecasting tool
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Customer Traction
Context• Months live: 5
• Paid marketing months: 3 (Small tests)
Traffic• Uniques (Monthly): 15k
• Direct: 35%
Conversion • Trial to paid: 15%
Marketing• Paid spend: $3k
• CAC: $25
Users• Signups: 20
• Paying: 5
Revenue• MRR: $5k
• MRR growth: 22%
• ARPU: $12
Customers • Major pilot with Taobao to sell to merchants in discussion
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Market Size Opportunity
$2bn $1bn$5bn
TAM SAM SOM
Assumptions Assumptions Assumptions
• Top down research
• Bottom up analysis
• Top down research
• Bottom up analysis• Bottom up analysis
Source: Support what you have said
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Competitive Landscape
Fast
Slow
High
Value
Low
Value
Widget
Comp
Comp
Comp
Comp
Comp
Comment
Comment
Comment
Source: Support what you have said
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How we are Different to Competition
Competitor
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• $25m
• Accel
• e.ventures
• Focused on
reclusive aristocrats
in NYC
• Our platform is more dynamic and
scalable due to scalable core
architecture (Mongo, Scala, AngularJS)
Competitor
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• $2m
• Red Point
• Malaysian focus,
similar to our market
• More experienced team
• Better UI/X
Competitor
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• $500k
• Angels• Focus • Differences
Competitor
logo• x • Focus • Differences
Competitor Funding Focus Difference
Source: Support what you have said
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Timing and Trends
Trend Implication
Trend
Trend
Trend
Trend
Trend
• What are the key trends supporting this business
• Why is the market ready
• Why will customers flock to the new offering
• Why is the timing right
• What has changed to enable this model to work (e.g.
server costs, social media, mobile penetration)
Source: Support what you have said
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Go to Market Strategy
• Initial customer focus
• Contacts you have to leverage
• Focused group to get traction with
• Comments on their problem and how
solve and how access
• Use of upset and expansion across lines
• Categories of customers targeted and via
what channels (as applicable)
• County focused on • Countries focused on • Regional/global focus
• How get initial traction
• Finding evangelists
• How acquired
• How acquire customers
• What channels
• How do marketing
• Marketing strategies
• Strategic partnerships, channe sales etc
• Marketing strategies
• Integrations etc
Sale
s a
nd
Chan
nels
Targ
et
Regio
n
Targ
et
Clie
nts
an
d O
ffe
ring
Traction Build Scale
Source: Support what you have said
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Transaction fee $4 $4 $4
Subscription fee None $29 p/m per user$59 p/m per user +
$1k per annum
Target Market /
SegmentationAffluent professionals
Up to 50 employee
companies
Up to 200 employee
MNCs
CAC/LTV• CAC: $25
• LTV: $110
• CAC: $25
• LTV: $110
• CAC: $25
• LTV: $110
Offering• Basic service
• 1 hour service
• Monthly billing
• 45min service
• Itemised billing
• 30min service
Individual SME Enterprise
Business / Revenue Model
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Financials
0
50
100
150
200
250
2015 2016 2017 2018
Transaction Advertising
Revenue Forecast
Metric 2015 2016 2017 2018
Revenue $500k $2m $10m $75m
EBITDA ($1m) ($6m) ($1m) $12m
EBITDA Margin NM (70%) (30%) 16%
Funding $1m $5m $15m $40m
Key Metrics
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Financing Round
Raise • $2m
Targeted Close • March 2015 (3 months)
Structure
• Priced equity round
• Preference shares
• 1x liquidation preference
• Other standard terms (e.g. board seat for lead investor)
Desired investor • Undersand food market, wide network in SEA
Commitments• Soft commitments of $200k from Index and Kite Ventures
• Looking for lead investor
Application
• Runway: 18 months (Assuming no revenue)
• Founder salaries (p/m): $7k
• Marketing: 30% (Paid Facebook)
• Tech development: 20% (Hire 5 more developers)
• Other staff and HR: 20% (Hire Head of Sales)
• G&A: 30% (Expand to new office and add new servers)
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Funding Milestones to be Achieved
Financial• Revenue: $1.2m ARR in June 2016 (9 months)
• Revenue: $1.2m ARR in Dec 2016 (15 months)
HR• Hire Head of Sales (End of 2015)
• Add 5 developers (Mid 2015)
• Hire 2 performance marketers (Mid 2015)
Product• Expand feature set to meet enterprise customer needs
• Develop logistics engine
Marketing / Sales• Hit 200 paying customers (June 2015) and 500 (Dec 2015)
• Reduce CAC to $50 in individual channel and $250 in enterprise
Operations• Relocate to Singapore (Mid 2015)
• Expand to Thailand (Dec 2015)
ContactJim Jones
CEO
Linkedin: www.linkedin.com/jimjones