Basic concepts of marketing and branding for venture capital. Emphasis on competitive differentiation (aka "How are you different/better than other VCs in your category?"). Specific focus on defining areas of "value add" that aren't BS.

1. DAVE McCLURE
FUND BRANDING STRATEGIES
11.18.21

2. VC Dealflow Funnel
BRAND + MARKETING = STORY
THESIS + “VALUE-ADD” = DIFFERENT
THESIS: what/how you plan to invest
BRAND: use your value-add to attract companies
MARKETING: activities that generate dealflow
EVALUATION: filter dealflow before taking mtgs
MEETINGS: in-person evaluation and DD Qs
DEAL MEMO: document deals you want to do and why
NEGOTIATION: specify terms and make / close offer
INVESTMENT: wire the money!
. . .
. . . (then wait . . . 7-15 years) . . .
. . .
OMG! UNICORNS!
EVALUATION
MEETING
DEAL
MEMO
TERM
SHEET
DEALFLOW
UNICORNS!
1
INVEST

3. Your Investment Thesis
Are there competitors with a similar thesis? Why are you different or better?
Why will great companies come to you instead of other competitors?
2
What kind of VC do you want to be?
• Stage, geography, industry vertical?
• Fund size, check size, follow-on checks?
• Will you lead rounds? Take board seats?
Why you? Can you do this (>3x and 20%)?
• Can you raise money?
• Can you get dealflow?
• Can you help companies? How?
Q:

4. How You Help: Brand + Competitive Positioning
3
You
(The Awesome VC!)
Competing
Investors
Target Portfolio
Companies
• What you can do (well)
• What you do that is
better or different
• What you promote or
promise (your brand
value)
• What they want
• What they need
• What makes a
difference
• What they say
they can/will do
• What they actually
can/will do (well)
• What they do that
really matters

5. Branding + Marketing: How to Generate Dealflow
What’s your name / logo / soundbite / unique value proposition?
ü What’s the story you’re going to tell the market?
4
BRAND
SUPERPOWER
What makes you special? Why are you different?
ü Is there something you can do that will make companies come to you?
MARKETING
Activities /communications to LPs, founders, press, etc.
ü Content: Writing/blogging, speaking, training
ü Services: Are there services you can provide to startups to generate interest?
ü Founders: Where do the founders you want to invest in hang out? FIND THEM!
ü Networking: Who do you need to know in the industry? VCs? Scientists? Partners?
ü PR Strategy: Who can help generate news about you / your firm / your strategy?
ü Events + Conferences: Should you speak? Attend industry events? Run industry events?
ü Online Platforms / Other Investors

6. Help Framework: Why, Who, When, What + How?
Define your “Help Framework.”
• What will you do?
• Who will you help?
• For how long?
• Until something happens? Or forever?
• Tell them what you expect to get back.
5
What is your unique Help Superpower?
• Product development
• Marketing / sales
• People / recruiting / hiring
• Operations / process
• Raise more capital. [helpful but not unique]
Why help companies?
• Just help them win! (goodwill)
• Help them with something you’re good at (value-add)
• Find out how they are doing (metrics)
• Build your reputation (better dealflow)
• Earn right to participate in future rounds.
Who should you help? For how long?
• Only winners? Everyone? Even losers?
• Until next round? Forever?
• Until they “win” (or fail to win)?
• Board seats / advisor seats?
• Define when and how you will pull the ripcord.

7. INVESTMENT THESIS (more details)
WINNERS / CASE STUDIES (1 slide per win)
TEAM BIOS (1 slide per GP)
ADVISORS / MENTOR NETWORK (profiles)
EXAMPLES OF DEALFLOW-GENERATING ACTIVITY
SAMPLE DEAL MEMO
FUND TERMS / LEGAL / BRAND / TERMS / IMAGE
Fundraising: Key Slides in Your Pitch Deck
CORE DECK (10 slides)
6
APPENDIX SLIDES
Emphasize if you have HOT thesis,
pedigree, experience, and/or track record.
Or emphasize these items if you don’t.
COVER: Name / brand / image
THESIS: Basic fund concept + goals
TEAM: Bios / academic / work Experience
TRACK RECORD: Previous portfolio / top 3 deals
SUPERPOWER: Services / value-add
COMPETITION: Differentiation / SWOT analysis
DEALFLOW: Marketing / how to get deals
SELECTION: Criteria / DD / process
FUND MODEL: [ spreadsheet here ]
CAPITAL: AUM / current LPs / fundraising