Success demands a synchronized strategy, vision and message
Executive Summary: Content/Questions to Answer Notes/Considerations
Executive Summary Example
Written executive summary:
2 pages; 1 st half-page is the most important
1 supporting graphic per section – e.g. market size, competitive landscape chart, income statement graphic
Presentation executive summary:
Same major topics as written executive summary
Pick the most important elements
Example presentation Executive Summary Executive Summary Value proposition Market opportunity Brief product/service overview Brief competitive landscape Brief go-to-market strategy overview Operations and Management Financial projections and funding requirement
1-5 page section analyzing the market and industries the company will be serving
Market size – in units and dollars of the market and market segments in which the company will compete
Market growth – how fast has the market and applicable market segments grown, and how are they projected to grow by leading industry analysts for the next 4-5 years?
Market drivers – what are the main trends or factors that will affect how the market will grow and change
Market segments – which segments of the market will the company address in the near and long term? What are the key customer requirements?
What are the barriers to entry and/or areas of competitive strength for the company
How does your company compete within this market landscape and what market position do you want to achieve in 1, 2, and 3 years?
Use credible outside research (e.g. Gartner Group, IDC, Forrester, etc) validating market/market segment size and growth
Be aggressive in your plans but do a sanity check of your sales projections against the size of your addressable market segment – if you are capturing 50% in year one then investors will not take you seriously
It is sometimes helpful to draw a diagram of the market model, or how the market is operating, to understand how the startup will fit into the market landscape – see example on next page
Sample Market Size Chart/Market Research Market Overview: Content/Questions to Answer Notes/Considerations
Market Overview Diagram Example
Market Overview or Market Model Diagram
It is helpful to draw a diagram of the market model, or how the market is operating, to understand and explain how the new venture will fit into the market landscape
Generic market model diagram
Products and Services
1-2 page section describing the product and service offerings, and the plan for taking the idea from concept to reality
The major components and capabilities of the product or service
How the technology is different from and similar to existing technology? Could it become “the standard”, are you cultivating partners who can drive it to becoming the standard?
The status of product or service development
Are partners required in order to deliver the product or service? If so, who are the key partner candidates and what is the status of the partnering process?
The proposed release date of the product or service and the key milestones that must be achieved to make that date. What are the key obstacles that must be overcome to make that date?
Keep it at an investor level. Detailed feature/function charts are necessary internally in product planning and maybe even in marketing – but this is the time for big picture differentiation
A graphic of how the product or service works, especially if it is complex or is complementary to other products/services in the marketplace can be very helpful
Focus on sustainable differentiation
Product Description Example Products and Services: Content/Questions to Answer Notes/Considerations
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