# Pitchdesk - Sample 2022 **1. STRUCTURE** • Cover • Problem • Solution • Product Demo • Market Size • Business Model • Competition • Underlying Magic • Go-to Market • Team • Traction / Milestones • Fundraising Information ***Problem*** • No complicated jargon • No debatable arguments • 100% straightforward verifiable claims • Creating Empathy with Investors • Questionable Statement = whole premise of the pitch will be doubted • If the problem you are trying to solve can be applied to them, then: great! • If you are solving the problem to an entirely different audience: acknowledge it ***Solution*** • You and your company • Mention 3 or 4 core functions of the product and how they address the problem • Avoid jargon: think of benefits instead of features Product Demo • Video Capture vs. Life Presentation • Aha Moment in 30 seconds or less Investors • Want returns for their investment! (It’s not about sympathism) • Your Team and your solution can grasp this opportunity, create a sizeable and give a sizeable return on investment ***Market Size*** • Important for how large the company can become • Top down market approach: Total Market Size, SoM • Bottom up market approach: Premises, KPIs • Scenarios: Worst, Realistic, Best Business Model • Make-or-break for the pitch • Must be intuitively understood Competition • Grid (BCG-Matrix) • Steve Jobs: comparing the iPhone to any other phone • Product should stand far from the competitors Underlying Magic • = Competitive advantage • Elaborate on Technology • Unique Product or Service • Uber: (1) Route optimization system (2) Reputation Tracking (3) Demand Forecasting Go to Market • Try and Fail (nobody knows how this will work out until it’s tried) • Fake it till you make it • Picture it as you are 100% sure: that’s the way to go • Prove that you can figuring out ways to grow your business • Ideas + ability to execute them • Market Adoption: (1) Events (2) Partnerships (3) Craigslist: dual posting features (increasing traffic) Team • Simple • Mentioning Founders • Why are you the right people to grow this company • Hustler (CEO), Hacker (CTO), Hipster (Can build a high quality brand) • Do not talk about advisors here, first employees or anybody who is not 100% dedicated to the company Traction and Milestones • Traction might come directly after cover • Traction is the climax of the story • If you have revenues. Only use the revenue growth in the chart Fundraising Information • On stage: do not add financial data • Sending the deck to a VC: ok • US: “Fundraising 101: A tale of two rules – Fundraising under 505 (b) vs. 506 (c) ***2. 5 Pitch Mistakes Entrepreneurs make, and how to fix them (Brandon Baker)*** ***1. They fail to tell a story*** • Ingredients w/o flow • A story arc: “Pain and response.” • “I saw the pain firsthand” • “There are millions like me.” • “So we built a solution.” • “Here is how the product works.” • A pitch is a sequence of story arcs • Arc 1: “Pain and response.” • Arc 2: “It’s working.” • Arc 3: “It’s spreading to a big place” ***2. They don’t think at an investors’s level*** • Entrepreneurs are good at execution, not good in how the world is changing • How the world is changing – Company Vision – Execution • “Why is now the only time this company could be built?” • “Why is this the only Team that can built it?” ***3. They think a pitch is rational*** • Its stupid to investment I a company in the seed phase • Investors want to be excited • Exitement must be bigger than the Hesitation • Exitement vs Hesitation List ***4. Entrepreneurs try to hard to be credible(defening themselves)*** • Be specific, be different • Be unique • Create room to be challenged ***5. They can’t cut shit*** • The more aspects are added, the worse it gets • Take the 3 Best (vs 10 Best, vs 25 Best) **[Download the file here!](https://pv.eazy.cloud/f/66089)**