The document outlines Tomás Caeiro's workshop on crafting an effective pitch deck. The workshop agenda includes defining what a pitch and pitch deck are, pitch secrets and goals, and pitch format and structure. The presentation covers communicating something to someone to achieve a goal, different types of pitches, and the importance of practice, planning and anticipating questions. It provides guidance on pitch elements like problem, solution, competitors, marketing, business model and metrics. Bonus tips are given on dos and don'ts of pitching, including knowing your audience, competitor, and not giving false information.

1. - WORKSHOP -
Crafting a Pitch Deck
Tomás Caeiro – Founder at startUP23

2. TOMÁS CAEIRO
Founder @startup23
tomas.caeiro@startup23.com
@tomascaeiro23
@startup.23

3. 1. What is a Pitch?
2. Pitch Secrets & Goals
3. Pitch Format & Structure
BONUS: Pitch Do’s & Dont’s
AGENDA

4. 1. What is a
Pitch?

5. What is a pitch?

6. What is a pitch?

7. What is a deck?

8. What is a deck?

9. What is a pitch deck?

10. What is a pitch deck?

11. What is a pitch deck?

14. What is a pitch deck?
14

15. Comunicate Something
to Someone
and obtain an Action (from someone)
to help us achieve a Goal.
Pitch

16. Comunicate Something
to Someone
and obtain an Action (from someone)
to help us achieve a Goal.
Pitch
Deck: Visual elements (like powerpoint)
to support our presentation (pitch)

19. There are different types of Pitch
Clients Partners Suppliers Team Investors

20. There are different types of Pitch
Clients Partners Suppliers Team Investors
?

21. There are different types of Pitch
Clients Partners Suppliers Team Investors
PEOPLE

22. There are different types of Pitch
Clients Partners Suppliers Team Investors
PEOPLE

23. A GREAT pitch may not save
a BAD startup...
But a BAD pitch may ruin
a GREAT startup.

24. 2. Pitch Secrets
& Goals

25. Pitch
Secrets

26. Pitch Secrets

27. Secret #1
PRACTICE

28. PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
Secret #1

29. PLAN
Secret #2

30. PLAN
Secret #2
Preparation Slides/Deck Practice
1/3 1/3 1/3

31. ANTICIPATE
Secret #3

32. ANTICIPATE
Secret #3
Pitch Time – end 5s before the time limit
Jury Q&A – prepare for most likely questions
Tech – powerpoint, ”clicker”, TV, mic (hand vs headset)

33. Pitch
Goals

34. Pitch Goals
PERSUADE

35. Pitch Goals
PERSUADE
Clients
Team
Investors
Jury

36. Pitch Goals
PERSUADE
Clients
Team
Investors
Jury

37. GOAL: Persuade the investors and Jury
WHY?
HOW?

38. Why should I persuade the jury?

39. Why should I persuade the jury?

40. How should I persuade the jury?

41. How should I persuade the jury?
You need to
know the
criteria

42. What’s the criteria?
Startup Opportunity Traction Scalability Team &
Execution
Presentation TOTAL
STARTUP 1 4 3 3 4 5 3,8
STARTUP 2 4 3 4 5 5 4,2
STARTUP 3 ... ... ...

43. 3. Pitch Format
& Structure

44. Pitch Format

45. Pitch Format
3 minutes Pitch
+
6 minutes Q&A

46. Pitch
Structure

47. Pitch
Structure
*Suggestion

48. Name of the Project
Slogan / Powerful Image
Intro

49. Problem
What is the problem? – Problem Definition
Who suffers form this problem? – Target
How big is this problem? – Market size
*show validation

50. Solution
What is the value proposition? – Vision
What is the solution? – Fix the problem
*show demo, screenshots, prototype pictures

51. Problem & Solution
Shows the
opportunity!

52. Competitors
What are the existing alternatives? – Competitors
Why is my solution better? – Competitive advantage

53. Competitors
Startup X Competitor 1 Competitor ...
Benefit/Advantage 1
Benefit/Advantage 2
Benefit/Advantage ...
Benefits/Advantage:
Target
Positioning
Price
Quality of service/product
Know-how
Patent/R&D/Know-how
...

54. Competitors
Factor 1
Factor 2
You are the best combination of Factor 1 and Factor 2
Startup X

55. Marketing
How will your customers know you exist? – Channels
How will you get in the market? – Go-to-market/Marketing strategy
Channels:
Social Media
E-mail marketing
PR
Ads
SEO & SEM
Events, fairs & conferences
Landing Page campaigns
Distribution Partners
Influencers
...

56. Business Model
How will you make money? – Revenue Streams
How much you think you can make? – 3-5 years P&L (optional)
Business Models (B2C, B2B, B2G, C2C, ...):
eCommerce (Amazon)
Freemium (Spotify)
SaaS (Slack)
Advertising (Facebook)
Subscription (Netflix)
Usage-based (EDP)
Marketplace (eBay)
Stores (FNAC)
Fees (Paypal)
...
5 years P&L example:

57. Marketing + Business Model
Shows the
scalabity!

58. ??
MAU
??€
CAC
??€
LTV
??%
Churn rate
??€
MRR/ARR
??
Unique visitors
Metrics
Others: Subscriptions; Landing Page visits; Registrations; Beta testers; letters of intent; etc...

59. Metrics
Shows the
traction!

60. Team
*show academic background and past experiences/projects
** show partners if you have

61. Roadmap
2023
2024
2025 2027
2026

62. Team + Roadmap
Shows the Team
& Execution

63. Name of the Project
Slogan / Powerful Image
Contacts: e-mail, social media, phone
Closing

64. BONUS:
Pitch Do’s & Dont’s

65. Let’s play a game
Scan the QR Code

66. 1. Solving too many problems

67. Don’t: Solving too many problems
What is the main problem you are trying to solve?

68. 2. Know who is your target

69. Do: Clearly know who is the target
Who really suffers from the problem?

70. 3. Know your competitor

71. Do: Know your competitors
Who are they? How are you better?

72. 4. “Features“ Approach

73. Don’t: Approach (Features)
Features VS Benefits
• 1 GB to MP3
• 54 - watt-hour lithium-
polymer battery
• PCle-based flash storage
• 802.11ac Wifi
• 1.000 songs in your pocket
• All-day-long lasting
battery
• Starts instantly
• Superfast downloads
Features Benefits

74. 5. Bad posture

75. Don’t: Bad posture
It shows lack of confidence and lack of passion

76. 6. Speak with same tonality

77. Don’t: Speak with the same tonality
People will get bored... And they won’t be enthusiastic about you

78. 7. Know your audience

79. Do: Know your audience
Who are you talking to? What do they want? How should you
address their interests?

80. 8. Be professional

81. Do: Be professional
Get a template or a designer for your pitch deck
VS
o Powerpoint (pdf); canva; envato; slidesgo; slides carnival…
o Docsend; pixabay; flat icon
o Google !!

82. 9. Add a lot of text in the slides

83. Don’t: Add a lot of text
People will feel overwhelmed and lose focus
VS

84. Don’t: Add a lot of text
Use icons and imagens!!
VS
*if it’s an oral presentation, you need
almost no text

85. 10. Give false information

86. Don’t: Give false information
If caught… You will lose all credibility

87. 11. Answer even if you don’t know

88. Do: Answer only if you know it
People will understand if you know or not what you’re
talking about

89. 12. Explain everything with detail

90. Don’t: Try to detail everyhting
You should be straight to the point.
3 minutes goes by very fast.
Create curiosity and interest to be asked questions after.

91. RECAP

92. Pitch
1. It’s something you communicate to achieve a goal
2. Pitch deck is the Visual support for that communication ex. Powerpoint
3. You need to adjust your pitch to your audience

93. Pitch Secrets & Goals
1. Practice (multiple times), Plan and Antecipate situations
2. Know your goal: Persuade investors & jury – know the criteria
3. Criteria: Opportunity | Traction | Scalability | Team & Execution |
Presentation

94. Pitch Format & Structure
 3min pitch + 6min Q&A
1. Intro
2. Problem
3. Solution
4. Competitors
5. Marketing
6. Business Model
7. Metrics
8. Team
9. Roadmap
10. Closing

95. Do’s & Don’ts
• Try to solve too many problems
• Wrong approach: Features VS Benefits
• Bad posture/ Lack confidence
• Speak with the same tonality
• Too many text on slides
• Give false informations
• Try to explain everything in detail
• Clearly know your target
• Know your competitors
• Know who you’re pitching to
• Be professional
• Answer only if you know it
Do’s Dont’s

96. THANK YOU
TOMÁS CAEIRO
Founder @startup23
tomas.caeiro@startup23.com
@tomascaeiro23