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Crafting the Perfect Pitch Deck

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Darren Menabney
Darren Menabney

Slides I created for Pitch Deck seminar I gave at Samurai Startup Island in Tokyo, October 7, 2015, to help entrepreneurs craft a presentation to tell the story of their startup clearly and persuasively.

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1 Darren Menabney @ Samurai Startup Island Tokyo 10.07.2015 Crafting the Perfect Pitch Deck Pitching Perfectly Session 1
30 seconds! How much time you have to give a good impression to the audience
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 3
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 5 Judging pitches Attending a LOT of pitch contests Writing & delivering pitches Coaching startups Teaching entrepreneurs at MBA program Public speaking
6 Start With Some Basics
Elevator Pitch? Pitch contest to a large group? Boardroom pitch? 7
Different pitch deck for each of these situations No “one-size-fits-all” pitch decks 8
Pitch contest to a large group 1. What is your goal? 3. What are your constraints? 2. Who is your audience? 9
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 company 10
Winning is great, but getting VCs or Angels interested should be your main goal Goal = Getting A Meeting & Boardroom Pitch 11
2. Who is your audience? Research the judges Find out what kind of pitches they like & don’t like Tailor your slide deck to them 12
Skills Money Specialist Audience General Audience VC Angel Talent BankMixed FFF 13
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 14
3. What are your constraints? Usually limited by fixed time May be limited by use of video, demos BUT nobody will interrupt you! 15
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 16
What I will provide today 17
DOGMA 18
19 Four Steps to a pitch deck that’s perfect for your venture 19
20 Step 1: Design your Minimum Deck Step 2: Create your Storyline Step 3: Populate the Slides Step 4: Make it Pretty Four Steps
Step 1 Designing your Minimum Deck 21
The Perfect Pitch Deck? 22
Do it in 10 slides! 10 / 20 / 30 rule! 23 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 24
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 25
The Problem & Your Solution General agreement on three parts to deck, in this order 26 = 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… 27 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 28 Elevator Pitch Summary
29 First thing you do…
Who is your audience? Turn Off Your Computer 30
Go Analog Write Out Your Minimum Viable Pitch Deck 31
Prototype your Minimum Deck 32
As a Team, create the Minimum Viable Pitch Deck as a Starting Point 33
Step 2 Create Your Storyline 34
Build on Your Minimum Deck 35
Structure your pitch deck around the story of your venture 36
“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 37
Facts Emotion Logic AND Passion Audience Memory and Motivation 38
Outline Your Company Story With Post-It Notes 39
Storyboard It How I Created my PechaKucha Tokyo Talk@ http://www.pechakucha.org/presentations/discovering-tokyo-through-yamanote 40
Mindmap It 41
Create an outline of what each slide in your deck will say as part of your storyline, building on Minimum Deck 42
Time you are given You have 5 minutes, do you try 10 slides or 20? Number of slides? 43 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… 44 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? 45 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 46
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 47
Step 3 Populating The Slides 48
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) 49
Company name (and say it) Company Logo (a nice one!) A short, memorable sentence describing why you exist Title Page with Company’s Purpose 50
Memorize this until you can say it in your sleep! Elevator Pitch 51 “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) 52 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 53
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) 54 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? 55
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 56 Never talk about how you only need to reach 1% of the Chinese market to succeed…
Competitive Landscape 57 NEVER say you “Have no competitors” even if you really believe that Who? Why are you better? YOU!A-Co B-CoC-Co D-Co Lo Cost Hi Cost Pre-set Customisable
Business Model 58 How will your company make money? Pricing Sales & Distribution Channels Give an example, tied to your Value Proposition
Your Team 59 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 60 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 61 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 62 …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
Step 4 Make It Pretty 63
64 Two Options for Deck Design 1) Buy 2) Build
65 1) Buy
66 2) Build i) Use automator ii) DIY
67 i) Use automator
68 ii) DIY? a) Watch the amount of text b) Have a consistent look & feel • Colors, logo, font, background c) No slideuments!
“No more than six words on a slide. EVER” -Seth Godin 69
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? 72 70
Arial Time New Roman 71
Sharp, Modern Serif, Traditional 72
Avoid colourful text and Comic Sans MS 73
Consistent Color Theme in Slides Monochromatic Tones of the same color 74 Complementary Opposite colors Analogous Similar colors
…add a photograph, and you’ll remember 65% of it 75 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 7676
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 versa 77 General Design Tips
Slideument = Slide which should be a document 78
Animation Carefully Use Use it for simple transitions and builds Very 79
Final Thoughts 80
簡素 81 かんそ Simplicity, plainness
"Simplicity is about subtracting the obvious, and adding the meaningful” - MIT Design Professor John Maeda 82
The Five Minute Pitch Deck Title 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) 83
Next Time…Oct.14 Delivering Your Pitch With Passion Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos 84
Next Time…Oct.14 Delivering Your Pitch With Passion Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos 85
APPENDIX 86
Some Great Reads on Storytelling, Presentations, and Public Speaking 87
Some Pitch Deck Archives 88 http://bestpitchdecks.com/ Airbnb, LinkedIn, Facebook, etc. decks http://startupbeat.com/category/features/startup-pitches/ Featured decks from current startups http://www.pitchenvy.com/ Mix of unicorns and lesser successes
With the expected of photos which have been attributed, all other photos used come from http://startupstockphotos.com/ 89

More Related Content

Crafting the Perfect Pitch Deck

  • 1. 1 Darren Menabney @ Samurai Startup Island Tokyo 10.07.2015 Crafting the Perfect Pitch Deck Pitching Perfectly Session 1
  • 2. 30 seconds! How much time you have to give a good impression to the audience
  • 3. 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 3
  • 4. Connect People to People Connect People to Ideas Create Value for Everyone “Sunrise Over the Pacific Ocean" by NASA. Image in the Public Domain
  • 5. © Javier Montano / TEDxKyotoUniversity 5 Judging pitches Attending a LOT of pitch contests Writing & delivering pitches Coaching startups Teaching entrepreneurs at MBA program Public speaking
  • 7. Elevator Pitch? Pitch contest to a large group? Boardroom pitch? 7
  • 8. Different pitch deck for each of these situations No “one-size-fits-all” pitch decks 8
  • 9. Pitch contest to a large group 1. What is your goal? 3. What are your constraints? 2. Who is your audience? 9
  • 10. 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 company 10
  • 11. Winning is great, but getting VCs or Angels interested should be your main goal Goal = Getting A Meeting & Boardroom Pitch 11
  • 12. 2. Who is your audience? Research the judges Find out what kind of pitches they like & don’t like Tailor your slide deck to them 12
  • 13. Skills Money Specialist Audience General Audience VC Angel Talent BankMixed FFF 13
  • 14. 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 14
  • 15. 3. What are your constraints? Usually limited by fixed time May be limited by use of video, demos BUT nobody will interrupt you! 15
  • 16. 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 16
  • 17. What I will provide today 17
  • 19. 19 Four Steps to a pitch deck that’s perfect for your venture 19
  • 20. 20 Step 1: Design your Minimum Deck Step 2: Create your Storyline Step 3: Populate the Slides Step 4: Make it Pretty Four Steps
  • 23. Do it in 10 slides! 10 / 20 / 30 rule! 23 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…
  • 24. 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 24
  • 25. 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 25
  • 26. The Problem & Your Solution General agreement on three parts to deck, in this order 26 = Where to Start Designing Your Deck Ensuring Consistency Between Each Part Market and GTM Plan Resources you have, what you need for GTM Plan
  • 27. The Problem & Your Solution Market and GTM Plan What you have, and what you need for that GTM Plan and let’s add in… 27 Elevator Pitch Summary
  • 28. The Problem & Your Solution Market and GTM Plan What you have, and what you need for that GTM Plan = Minimum Viable Pitch Deck 28 Elevator Pitch Summary
  • 30. Who is your audience? Turn Off Your Computer 30
  • 31. Go Analog Write Out Your Minimum Viable Pitch Deck 31
  • 33. As a Team, create the Minimum Viable Pitch Deck as a Starting Point 33
  • 36. Structure your pitch deck around the story of your venture 36
  • 37. “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 37
  • 38. Facts Emotion Logic AND Passion Audience Memory and Motivation 38
  • 39. Outline Your Company Story With Post-It Notes 39
  • 40. Storyboard It How I Created my PechaKucha Tokyo Talk@ http://www.pechakucha.org/presentations/discovering-tokyo-through-yamanote 40
  • 42. Create an outline of what each slide in your deck will say as part of your storyline, building on Minimum Deck 42
  • 43. Time you are given You have 5 minutes, do you try 10 slides or 20? Number of slides? 43 Dependent on… Your delivery style and the story you want to tell
  • 44. 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… 44 https://docsend.com/view/p8jxsqr So let’s say 10-20 slides for your deck
  • 45. If your team includes super-talent or serial entrepreneurs, describe Team near the beginning Where do you describe your Team? 45 If your team is talented but your solution is your company’s strength, describe Team near the end
  • 46. 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 46
  • 47. 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 47
  • 49. 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) 49
  • 50. Company name (and say it) Company Logo (a nice one!) A short, memorable sentence describing why you exist Title Page with Company’s Purpose 50
  • 51. Memorize this until you can say it in your sleep! Elevator Pitch 51 “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
  • 52. 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) 52 Keep the language simple here, especially if you are an engineer!
  • 53. 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 53
  • 54. 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) 54 Remember it’s your Company you’re trying to sell Don’t focus too much on product features, don’t get technical
  • 55. 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? 55
  • 56. 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 56 Never talk about how you only need to reach 1% of the Chinese market to succeed…
  • 57. Competitive Landscape 57 NEVER say you “Have no competitors” even if you really believe that Who? Why are you better? YOU!A-Co B-CoC-Co D-Co Lo Cost Hi Cost Pre-set Customisable
  • 58. Business Model 58 How will your company make money? Pricing Sales & Distribution Channels Give an example, tied to your Value Proposition
  • 59. Your Team 59 Good chance to talk about talent gaps and tie that into “the ask” Establish credibility List relevant experience Photos! Include mentors and advisors
  • 60. Financial Analysis & Projections 60 No hockey sticks! Must be realistic! Must be defensible! Should summarise financing already received This is the slide which will get the most scrutiny
  • 61. What You Have, What You Need 61 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!
  • 62. Summary 62 …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
  • 64. 64 Two Options for Deck Design 1) Buy 2) Build
  • 66. 66 2) Build i) Use automator ii) DIY
  • 68. 68 ii) DIY? a) Watch the amount of text b) Have a consistent look & feel • Colors, logo, font, background c) No slideuments!
  • 69. “No more than six words on a slide. EVER” -Seth Godin 69
  • 70. 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? 72 70
  • 74. Consistent Color Theme in Slides Monochromatic Tones of the same color 74 Complementary Opposite colors Analogous Similar colors
  • 75. …add a photograph, and you’ll remember 65% of it 75 Three days after hearing some information, you’ll remember 10%
  • 76. Three days after hearing some information, you’ll remember 10% …add a photograph, and you’ll remember 65% of it 7676
  • 77. 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 versa 77 General Design Tips
  • 78. Slideument = Slide which should be a document 78
  • 79. Animation Carefully Use Use it for simple transitions and builds Very 79
  • 82. "Simplicity is about subtracting the obvious, and adding the meaningful” - MIT Design Professor John Maeda 82
  • 83. The Five Minute Pitch Deck Title 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) 83
  • 84. Next Time…Oct.14 Delivering Your Pitch With Passion Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos 84
  • 85. Next Time…Oct.14 Delivering Your Pitch With Passion Voice Control & Body Language Being Persuasive & Energetic Making The Audience Care Live Demos & Videos 85
  • 87. Some Great Reads on Storytelling, Presentations, and Public Speaking 87
  • 88. Some Pitch Deck Archives 88 http://bestpitchdecks.com/ Airbnb, LinkedIn, Facebook, etc. decks http://startupbeat.com/category/features/startup-pitches/ Featured decks from current startups http://www.pitchenvy.com/ Mix of unicorns and lesser successes
  • 89. With the expected of photos which have been attributed, all other photos used come from http://startupstockphotos.com/ 89