The Pitch Deck Outline & Opening of The Pitch

J Skyler Fernandes
A free video tutorial from J Skyler Fernandes
Venture Capitalist / Angel Investor / Start-up Advisor
4.4 instructor rating • 1 course • 5,619 students

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The "Best" Startup Pitch Deck - How To Raise Venture Capital

A guide to creating the "best" start-up investor pitch deck and insights into raising venture capital from an actual VC

03:37:22 of on-demand video • Updated February 2014

  • Help you create a start-up pitch deck that is best in class
  • Learn what investors are looking for in the deals they invest in
  • Learn how to speak "investor" and answer the main questions they ask every entrepreneur
  • Avoid some of the main mistakes that many entrepreneurs make when creating and presenting a pitch deck for their start-up
English [Auto] Hi everyone. Welcome back. It's great to see you again. Thanks for taking the class. So let's get started. This first video will be on the pitch deck outline and the opening of the pitch. So the first line I'm going to go over is what I call the best investor pitch deck outline has an outline of the entire investor pitch deck from beginning to end including all of the key slides that you should have in that deck. We're not going to be going over what to include on those slides in this presentation but all of the videos to follow will include what to include on each of these slides. I will also be going over the different variations here of different projects that you can create. So for the first slide the best one to really start off with is your cover slide and we'll be going over what to include on that second will be the elevator pitch slide. How do you first you make a first impression and getting people from Miller with what you're going to be pitching. After that it is often times the team side. On the other hand if you don't have an impressive team I would move this slide to after your solutions slide to show why you built it and why. For the main reason that when you're giving a presentation you often have to convince the audience why they should be listening to you. And if you have an impressive team it's good to say that up front and be impressive and then they'll be listening even more. On the other side if you don't have an impressive team of one that people would think is notable. You may want to jump to the chase and just talk about your solution and then talk about yourself and why you're so great for making such a great solution first. So you can decide where you put the team's slide in your deck. It's certainly a good one to include no matter what. Just kind of where it is positioned in your deck after your team's slide. We're going to be going over board members and advisers and future hires. And this slide I consider being an optional slide you could combine it with your team side or keep it a completely separate slide going over who those key board members are and advisors and even listing the future hires. If you actually know who those people are going to be name them and talk about their backgrounds or you know being open and showing that you have gaps in your management team but you're certainly aware of those and you know that you'd like to fill them and you the people that you're pitching may very well know some great candidates for those future hires for you. Next is going over the market opportunity where we'll be defining the market the size and who the real customer is that target client. And then going over the market problem and current solutions and as we'll see oftentimes the current solutions are also the current problems in the marketplace. And after you've really set up now who the customer is the market that we're going after and the problem that the market has it makes sense to follow that up with your solution and your solution can be a range of slides that can either be one slide that really consolidates out what your solution is and that certainly you're making a much shorter presentation or you can expand your solution slide to being up to about 5 slides. Again this is the whole reason of why you're pitching so you want to put some good focus on it more than the rest of the topics in the presentation. After you go over your solution it also makes sense to then talk about if you had any traction or awards with your solution. Have you shown revenue growth. Have you been able to acquire customers grow the user base. Really this is your place for bragging rights of saying how good your solution is either on performance on a growth or other people are thinking that what you're doing is very cool and impressive. And you can keep that too usually one to three slides but also optional You may not have any traction yet or awards. On the eighth side we'll have market fed and competition. This is also an optional slide it can be explained in five or in Slide 5 and 6 or put it here is its own separate slide and it's important to hear me talking about competition of understanding the difference between market that and your competitive advantage is that you have. Slide 9 for competitive advantages. Again optional and Slide 10 is your business model will be going over all of the key revenue streams as well as the following slide your key expenses and your business model is you know very much made up of two different key components. Both those revenue streams and the key expenses and time Eberts and dedicating one to fly to each of them makes a lot of sense. Then almost the last slide will be your financial projections going over typically one year up to five or six years. And I'll be going over what to include on those potential projections and also some of the red flags that investors often look for. And hopefully that the strategy in the end will be to exit eventually get acquired by a larger company and discussing who those potential acquirers might be is certainly helpful not only to identify them but also identify why they would be acquiring. And lastly going over the Ask your Ultimately pitching for reason that usually to raise capital but sometimes it's also for introductions to clients to advisors and so that there's always an asset or a reason of why I'm presenting. And after that is the closing slide where questions will likely begin if the investor has not interrupted you already along the way. But you can open the whole appropriate stage not for come or for questions and you'll see this is kind of in the general investor pitch deck out as about 15 slides if you kept every slide to one slide. However if you were to expand on your solution up to 5 slides if you were to add more traction slides up to 3 it ends up certainly becoming more than 15 and it could approach close to 30 but I would recommend not going over 30 slides in your core investor pitch Jack. And as I had said in the previous video there really is no such thing as the right number of slides in a presentation. And there is there is that rule I've heard in the past that it has to be 10 slides and it's really not true. There are so many times that it will be asked to present in various slides numbers. So what I created here on the bottom right is a box that shows if you were to create decorations which slides to use for example if you're creating a 5 slide deck you should grab slides 4 5 6 2 and potentially combine 10 12 and 14. If you're creating a 10 slide deck don't include the optional slides. And if you're creating a 15 to 30 slide deck do slides 1 through 15 but certainly elaborate a little bit more and your solution separates your market size analysis versus understanding who your target client is. Expand on your traction and a few other places but it'll end up being somewhere between 15 to 30 slide deck. If you had the kind of you know 20 to 25 slide that's usually pretty good for a real in-depth conversation with investors but typically attends like deck or up to 15 slides is a really good initial meeting to go over and then you can create certainly lots of Appendix slides. You can hide in the back which will be also going over in a later video let's over the cover slide the cover slide is that your first impression that you'll be having with your investors. And the interesting thing about the cover slide is it really acts as your billboard right. It's often times up on the screen before you even get up there. And the cover slides often have your logo and the name of the company hopefully it has the purpose of the presentation likely will say investor presentation not to be confused with client presentation or anything else that makes it very clear of why you're presenting. Putting that on the front page. Some people put dates on the cover of their presentations and even put dates in the file name when they're e-mailing it. I suggest I've seen too many problems of the entrepreneurs putting dates on power points and in the file name. Oftentimes it makes the deck if it hasn't been updated recently it looks outdated and maybe even did update the presentation. But you forgot to update the date. It just puts the entrepreneur risk of looking out dated or having an extra thing to remember that they're doing. And let's face it it always takes a lot longer to raise your round than you think it will. Investors know that it takes a long time to raise capital. So you don't want to stress the point that you've been out there raising capital for six months because it's December and your date says June. So I suggest never using a date on the cover slide or in the file name. So just protect yourself as an entrepreneur. Don't make it any easier for me to think that you're not doing a good job as an investor. And then other potential additions some effective things that I've seen are adding logos of accelerators that you may be part of awards that you're received or publications where your company has been featured. If you have a really catchy slogan add that to the cover slide and potentially the name of the presenter or the CEO. So we know the name of who's in front of us. Remember this is the slide that is going to be up there before you start talking. And if you're a startup investor event it could be up there for you know 30 seconds before you get up there and it's nice to be able to advertise and create a brand for yourself before you even start speaking. People will have an impression of you because they see that you were part of this accelerator and you receive that award before you start. So you can really make use of the slide. Here's an example. A company called Care Booker. They have the logo a big front and center below that it says investor presentation and you can see below they have logos of various events that have been selected to speak at as well as an accelerator program called Lean launch ventures that they were part of. So again it becomes their billboard before they go up for the next slide is really the probably the next most important one is your elevator pitch line really your first impressions that you're building with your audience. And oftentimes I find entrepreneurs have a very hard time creating a very succinct elevator pitch slide. They put a lot usually on a slide and they clutter it up. And ideally you want to get to a one liner a one liner that's super easy to read and hopefully it's not three lines but really try to get to one line and hopefully you can also present that elevator pitch with some images to help explain it. And if the three ultimate things that you're trying to get across in this tightly bound amount of text or images is one. What is the business. What is the service or product that you're selling and how does that solve a core problem. Hopefully it is a significant problem and it's a pain that people can really feel in the marketplace and how your solution is solving that. And ultimately when you after explaining both of those it should end with something that goes into a vision a big thing of what you're ultimately looking to become and what that ultimate solution is for your customers or users. So again not don't focus so much on what you are today but really focus on what you're trying to become in that elevator pitch line. Here's an example from care bugger's says up front. What is Booker. The main question that everyone is asking themselves at the start of the presentation and they sum it up pretty nicely with both graphics and a one liner. It says the central platform to find the book and pay for all in home family care services. When you think about that that elevator pitch right there is really in some ways their mission statement. It's what they currently do for their customers as being that central platform to find book and pay and the vision is really represented by the bottom part of being the Expedia for family care. Using an analogy to other well-known companies can often help people figure out what the value proposition is. You clearly know it's a booking and paying platform. If you are familiar with Expedia the only thing I would warn is I've seen startups really go overboard in using analogies to other companies. They'll say we are the air B and B meets Expedia meets Pinterest and investors and everyone else the audience have no clue what you're talking about. So if you are going to use analogies please keep it to one and one that most people know. It's also no use to you as the entrepreneur. If you're making an analogy to a company that no one's heard of so keep it very obvious on the reason of why you are using that analogy and also make sure that that company has a relatively positive opinion amongst most people that you're presenting to. You don't want to attach yourself to something that has a negative brand or negative connotations to it. So keep things positive with that analogy and make it work for you and not against you.