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)

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