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Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 1
1
Entrepreneur Pitch Workbook
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 2
Why We Created This Pitch Workbook
To provide entrepreneurs with just the actionable, tactical guidance
you need to clearly communicate your business idea
To encourage you to think through the aspects of your business the
same way VC’s will be assessing it
To help you sell effectively to everyone: Investors, employees,
customers, and other key resources
To help you avoid becoming a professional fundraiser, so you can use
your time to build your business
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 3
Canaan has developed tight relationships
with its partners, entrepreneurs, and
companies they fund. We hold tight to
the idea of not giving up and being in it
for the long haul.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 4
Our Promises to Entrepreneurs
Need an introduction?
Just ask.
Access
We are active board
members. We are here to
give you the actionable
tools and resources you
need to make your
business a success.
Value
Need help? You have our
entire team to draw on,
not only the Canaan
partner on your board.
Operational
Guidance
We invest in one company
per category and back
that company.
Partnership
That’s the only way we do
business.
Intellectual Honest
and Fairness
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 5
Pitch DNA
Assemble
the right
team
Focus
focus
focus!
Sell, don’t
explain
Metrics
matter
Cite reports to
give credibility
to your claims
Provide use
cases from the
perspective of
a customer
Mind the
time
Story +
Execution
= Valuation
Tell a good,
clear, easy-to-
repeat story
Convey a clear
differentiator
Showing is
better than
telling
Pitch
Perfect
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 6
Notes
The essence of a good pitch is encapsulated at-a-glance on this page.
• Have a hook – keep our attention.
• Make sure you tell a good, clear, repeatable, exciting story.
• Showing is better than telling.
• Position your company as a perfect fit with other investments
the firm is chartered to make – but not competitive. Check the
VC’s website to see how they categorize their companies. Also
check out the team pages to get a sense for which partners
specialize in your space.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 7
7
Get Your Bearings
12-20 slides is ideal – most pitches can
be boiled down to this number of slides.
You can include an appendix for backup
information. Your final pitch should stand
alone as a leave-behind piece that does
not require explanation.
Number of slides
Nail down the flow, timing and coherence
of your pitch. At Canaan, we have partners
from various offices sit in on pitches via
video conference – don’t let it throw you
to have pitch to multiple locations.
Practice
Business casual is fine. No need to wear
a suit unless that’s what you are
comfortable wearing.
Attire
Try to arrive 10 minutes early. We’ll usually try to
set up your computer before the meeting starts.
Arrival
Confirm the amount of time you have before
you begin. The typical time slot for an
introductory meeting is about 1 hour. Plan on
45 minutes for your pitch and 15 minutes for
questions.
Time
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 8
Notes
• Submit your pitch in PowerPoint
• Drop names early and often
• Be prepared to discuss key assumptions
• Mind the time
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 9
Define the company, business, service or product in a single sentence.
Intro
Identify a core group of talent that can execute on the next set of milestones.
Team
Establish the need for your company’s solution and the size of the market.
Opportunity
Demonstrate how you will solve the problem and validate your differentiation.
Solution
Identify your competitors, validate your differentiator.
Competition
Explain how you will generate revenue, what you’ve accomplished to date, and make forecasts.
Business Model
Ask for the order and outline what you need from us to make your business a success.
The Ask
12-20 PAGES TOTAL
Structure of
the Pitch
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 10
12-20 PAGES TOTAL
Structure of
the Pitch
ENTREPRENEUR PITCH
WORKBOOK
Notes
• If real estate is about “location, location, location” then pitching
is about “focus, focus, focus”.
• The success of your pitch depends on the clear and
defendable presentation of an opportunity (big problem + big
market), your plan for addressing it (your solution) and
identifying the team that is uniquely positioned to do so.
• Make sure you have and convey ONE key take-away per slide.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 11
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
Introduction
Tell Us
• Give a brief history of the company, when it was started, how it’s been funded.
• Define the company, business or product in a single sentence.
• Concisely state your core value proposition, including the target market.
• What unique benefit will you provide to what customers to address what need?
Key Objective
Everyone should know the basic idea and value proposition of the company.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 12
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
Introduction
Notes
• Start by introducing yourself and your team, if they are present. Then clearly
introduce your company so that everyone in the room knows what your company
does and the market you are targeting. The only questions that should remain are
the details of how you are going to do it.
• State what you do in ONE sentence. Make sure your statement clarifies why you
are unique and necessary.
• Before you go on to the next slide, you should make certain that everyone in the
room knows what your company does and for whom.
• Give credibility indicators such as high-profile clients or mentions in top media
publications.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 13
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
Team
Tell Us
• Management - crisp & relevant experience on key players
• Prior companies/startups
• Educational backgrounds
• Prior exits & IPOs
• Board of Directors
• Board of Advisors
• Key future hires
Key Objective
Make us confident that there is a core group that believes in the company
and can execute the next set of milestones.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 14
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
Team
Notes
• Why you?
• Describe team and advisors – their role relative to the plan, their relevant
experience achieving similar results.
• Focus on significant, relevant accomplishments for each person.
• Who’s missing in the team? Discuss hiring plans. We understand that few
companies have the perfect team from the start and can leverage our network to
help you recruit and assemble the right team.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 15
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-5 PAGES
Opportunity
Tell Us
• State the problem; describe the pain.
• Why does the problem persist?
• Define recent trends that make your solution possible.
• How is it currently addressed?
• Why are we at an inflection point now?
• Identify the market size.
• How does this market change and grow over time?
Key Objective
Establish the need for your company’s solution and convince us that
solving the problem is worth the effort.
ENTREPRENEUR PITCH
WORKBOOK
Clear Problem
+ Large Market
Great Opportunity
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 16
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-5 PAGES
Opportunity
ENTREPRENEUR PITCH
WORKBOOK
Notes
Problem
• What is the compelling problem to be
solved – describe the pain of the
customer.
• How is it solved today - outline how the
customer addresses the issue today.
• Identify/profile the customer you cater to.
• Set-up the historical evolution of your
category – explain why we are at an
inflection point now.
Market
• Emerging/fast growing market - including
global markets
• How much is being spent on the problem
today:
• Start with the economics of 1
customer (# of customers) x (%
who buy each year) x (avg amount
spent annually) = market size.
• Calculate the TAM (top down), SAM
(bottom up).
• Define addressable market share
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 17
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-6 PAGES
Solution
Tell Us
• Demonstrate your solution.
• Validate your differentiation.
• Explain your IP/technology.
• How is the new solution better?
Key Objective
Help us understand how you will solve the problem.
ENTREPRENEUR PITCH
WORKBOOK
Description/
Mock-up
Video
Live Demo
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 18
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-6 PAGES
Solution
ENTREPRENEUR PITCH
WORKBOOK
Notes
• The Offering - What specifically are you offering to whom?
Software, hardware, services, a combination?
• What’s your differentiator or unique competitive advantage? Team,
relationships, IP, new insight, domain expertise?
• Clearly quantify three or four key benefits you provide, and who
specifically realizes these benefits.
• Highlight the elements of your technology that give you potential
for leverage and scale as you grow.
• Explain how your solution is a company, not just a feature.
• Highlight patents or the status of key regulatory approvals (FDA,
NSA, industry standards).
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 19
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1-2 PAGES
Competition
Tell Us
• Competitive matrix with:
• Strengths & weaknesses
• Metrics
• Investors of competitors
• Where do you play in the environment outlined above?
• How does this market change over time?
Key Objective
Help us understand who you compete with, why you have a better
product or solution and how you can win.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 20
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1-2 PAGES
Competition
ENTREPRENEUR PITCH
WORKBOOK
Notes
• Use a competitive quadrant matrix to
reflect the market’s requirements, and
where you are positioned compared to your
competitors.
• Where does your solution fit in the value
chain or ecosystem of your target market?
Do you complement or displace commonly
used technologies? Do you change
business processes or do them the same
but better, faster and cheaper? Do you
disrupt the current value chain or fit into
established channels?
• Summarize the three or four key reasons
why customers prefer your solution to other
solutions.
• Remember, your biggest status quo
competitor is !
Feature A Feature B Feature C
You
Competitor 1
Competitor 2
Competitor 3
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 21
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-4 PAGES
Business Model
Tell Us
• How will you make money?
• Revenue model & metrics
• Pricing, average account size, lifetime value, churn, views, uniques,
registered users, sub base, etc.
• Sales & distribution model, customer pipeline, wins and metrics
• What milestones are you going to realistically hit with the new capital?
Key Objective
Tell us how you will generate revenue; show us what you will accomplish
in a given period of time.
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 22
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
2-4 PAGES
Business Model
ENTREPRENEUR PITCH
WORKBOOK
Notes
• Make sure you understand
the key assumptions
underlying your plan and
be prepared to defend
them.
• The most important thing
to convey is that you
understand the
economics and evolution
of a growing, dynamic
company, and that your
vision is grounded in an
understanding of practical
reality. Caveat: Seed and
Series A deals will have
less financial model data;
later stage companies will
be expected to have more
details.
Financials
• How do you make money?
• P&L
• Balance sheet - focus spending only on what’s critical.
• Cash flow, burn rate
• Cap table
• Revenue model
• Pricing + average account size and/or lifetime value
• Who are the key customers? How and what do they buy?
• Explain your pricing, your costs, and how you will achieve profitability.
• Key metrics that drive revenues, expenses and growth (such as customers, unit sales,
new products, expansion sales, new markets, user stats, page views, global reach,
uniques, registered users, subscription base).
• Marketing, sales & distribution model
• Pipeline of customers and strategic/channel partners that have expressed interest in
your solution and/or are referenceable.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 23
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
The Ask
Tell Us
• Financials, including prior backers, date(s) and amount of investments
• Valuation expectations
• Amount you are looking to raise
• Milestones you will hit with the new capital
• Your burn rate
• How much runway will the new money buy (pro forma burn)
• Post-money of the last round
ENTREPRENEUR PITCH
WORKBOOK
Key Objective
Outline what you need from us to make your business a success and what
you are looking for in a venture capital partner.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 24
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
1 PAGE
The Ask
Notes
• The amount you’re raising shouldn’t be arbitrary - tell your story in numbers.
Investors want to see that you’re hitting milestones and that you are asking for
the right amount of money to get the company to a meaningful next step.
• How much are you raising?
• What milestone will it get you to? Why is this milestone the right milestone?
• Why is this the right amount?
• Post-money of last round.
• Amount of cash in the bank.
• How much runway the new money will buy (pro forma burn).
ENTREPRENEUR PITCH
WORKBOOK
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 25
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
What happens next?
The Black Box Explained
ENTREPRENEUR PITCH
WORKBOOK
Introductory Meeting
After the pitch, we discuss the merits and potential challenges in the
business and determine whether to pursue a second meeting.
Due Diligence + 2nd Meeting
Conduct our own assessment of the marketplace, the effectiveness of your
solution and the merits of your team.
Present to Global Partnership
Once the evaluation process is complete, your team will be invited to make
a final presentation to the global partnership.
Term Sheet Negotiation
Typically, the entire investment process takes anywhere from 2-6 weeks, but
can vary depending on the circumstances.
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 26
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
What happens next?
ENTREPRENEUR PITCH
WORKBOOK
Notes
• 2-6 week process
• First meeting introductory meeting
• 2nd meeting – deep dive + due diligence
• Conduct our own assessment of the marketplace, the effectiveness of the
solution and the merits of the team
• Diligence – references (personal and customer)
• Global partnership presentation
• Term sheet negotiation
• Close – Welcome to the Canaan family of companies!
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 27
Key Objectives
ENTREPRENEUR PITCH
WORKBOOK
Define the company, business, service or product in a single sentence.
Intro
Identify a core group of talent that can execute on the next set of milestones.
Team
Establish the need for your company’s solution and the size of the market.
Opportunity
Demonstrate how you will solve the problem and validate your differentiation.
Solution
Identify your competitors, validate your differentiator.
Competition
Explain how you will generate revenue, what you’ve accomplished to date, and make forecasts.
Business Model
Ask for the order and outline what you need from us to make your business a success.
The Ask
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 28
Your answers
ENTREPRENEUR PITCH
WORKBOOK
Intro
Team
Opportunity
Solution
Competition
Business Model
The Ask
Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 29
@canaanpartners
www.canaan.com
Thank you

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Canaan Entrepreneur Pitch Workbook

  • 1. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 1 1 Entrepreneur Pitch Workbook
  • 2. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 2 Why We Created This Pitch Workbook To provide entrepreneurs with just the actionable, tactical guidance you need to clearly communicate your business idea To encourage you to think through the aspects of your business the same way VC’s will be assessing it To help you sell effectively to everyone: Investors, employees, customers, and other key resources To help you avoid becoming a professional fundraiser, so you can use your time to build your business
  • 3. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 3 Canaan has developed tight relationships with its partners, entrepreneurs, and companies they fund. We hold tight to the idea of not giving up and being in it for the long haul.
  • 4. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 4 Our Promises to Entrepreneurs Need an introduction? Just ask. Access We are active board members. We are here to give you the actionable tools and resources you need to make your business a success. Value Need help? You have our entire team to draw on, not only the Canaan partner on your board. Operational Guidance We invest in one company per category and back that company. Partnership That’s the only way we do business. Intellectual Honest and Fairness
  • 5. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 5 Pitch DNA Assemble the right team Focus focus focus! Sell, don’t explain Metrics matter Cite reports to give credibility to your claims Provide use cases from the perspective of a customer Mind the time Story + Execution = Valuation Tell a good, clear, easy-to- repeat story Convey a clear differentiator Showing is better than telling Pitch Perfect
  • 6. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 6 Notes The essence of a good pitch is encapsulated at-a-glance on this page. • Have a hook – keep our attention. • Make sure you tell a good, clear, repeatable, exciting story. • Showing is better than telling. • Position your company as a perfect fit with other investments the firm is chartered to make – but not competitive. Check the VC’s website to see how they categorize their companies. Also check out the team pages to get a sense for which partners specialize in your space.
  • 7. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 7 7 Get Your Bearings 12-20 slides is ideal – most pitches can be boiled down to this number of slides. You can include an appendix for backup information. Your final pitch should stand alone as a leave-behind piece that does not require explanation. Number of slides Nail down the flow, timing and coherence of your pitch. At Canaan, we have partners from various offices sit in on pitches via video conference – don’t let it throw you to have pitch to multiple locations. Practice Business casual is fine. No need to wear a suit unless that’s what you are comfortable wearing. Attire Try to arrive 10 minutes early. We’ll usually try to set up your computer before the meeting starts. Arrival Confirm the amount of time you have before you begin. The typical time slot for an introductory meeting is about 1 hour. Plan on 45 minutes for your pitch and 15 minutes for questions. Time
  • 8. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 8 Notes • Submit your pitch in PowerPoint • Drop names early and often • Be prepared to discuss key assumptions • Mind the time
  • 9. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 9 Define the company, business, service or product in a single sentence. Intro Identify a core group of talent that can execute on the next set of milestones. Team Establish the need for your company’s solution and the size of the market. Opportunity Demonstrate how you will solve the problem and validate your differentiation. Solution Identify your competitors, validate your differentiator. Competition Explain how you will generate revenue, what you’ve accomplished to date, and make forecasts. Business Model Ask for the order and outline what you need from us to make your business a success. The Ask 12-20 PAGES TOTAL Structure of the Pitch ENTREPRENEUR PITCH WORKBOOK
  • 10. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 10 12-20 PAGES TOTAL Structure of the Pitch ENTREPRENEUR PITCH WORKBOOK Notes • If real estate is about “location, location, location” then pitching is about “focus, focus, focus”. • The success of your pitch depends on the clear and defendable presentation of an opportunity (big problem + big market), your plan for addressing it (your solution) and identifying the team that is uniquely positioned to do so. • Make sure you have and convey ONE key take-away per slide.
  • 11. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 11 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE Introduction Tell Us • Give a brief history of the company, when it was started, how it’s been funded. • Define the company, business or product in a single sentence. • Concisely state your core value proposition, including the target market. • What unique benefit will you provide to what customers to address what need? Key Objective Everyone should know the basic idea and value proposition of the company. ENTREPRENEUR PITCH WORKBOOK
  • 12. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 12 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE Introduction Notes • Start by introducing yourself and your team, if they are present. Then clearly introduce your company so that everyone in the room knows what your company does and the market you are targeting. The only questions that should remain are the details of how you are going to do it. • State what you do in ONE sentence. Make sure your statement clarifies why you are unique and necessary. • Before you go on to the next slide, you should make certain that everyone in the room knows what your company does and for whom. • Give credibility indicators such as high-profile clients or mentions in top media publications. ENTREPRENEUR PITCH WORKBOOK
  • 13. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 13 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE Team Tell Us • Management - crisp & relevant experience on key players • Prior companies/startups • Educational backgrounds • Prior exits & IPOs • Board of Directors • Board of Advisors • Key future hires Key Objective Make us confident that there is a core group that believes in the company and can execute the next set of milestones. ENTREPRENEUR PITCH WORKBOOK
  • 14. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 14 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE Team Notes • Why you? • Describe team and advisors – their role relative to the plan, their relevant experience achieving similar results. • Focus on significant, relevant accomplishments for each person. • Who’s missing in the team? Discuss hiring plans. We understand that few companies have the perfect team from the start and can leverage our network to help you recruit and assemble the right team. ENTREPRENEUR PITCH WORKBOOK
  • 15. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 15 Intro Team Opportunity Solution Competition Business Model The Ask 2-5 PAGES Opportunity Tell Us • State the problem; describe the pain. • Why does the problem persist? • Define recent trends that make your solution possible. • How is it currently addressed? • Why are we at an inflection point now? • Identify the market size. • How does this market change and grow over time? Key Objective Establish the need for your company’s solution and convince us that solving the problem is worth the effort. ENTREPRENEUR PITCH WORKBOOK Clear Problem + Large Market Great Opportunity
  • 16. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 16 Intro Team Opportunity Solution Competition Business Model The Ask 2-5 PAGES Opportunity ENTREPRENEUR PITCH WORKBOOK Notes Problem • What is the compelling problem to be solved – describe the pain of the customer. • How is it solved today - outline how the customer addresses the issue today. • Identify/profile the customer you cater to. • Set-up the historical evolution of your category – explain why we are at an inflection point now. Market • Emerging/fast growing market - including global markets • How much is being spent on the problem today: • Start with the economics of 1 customer (# of customers) x (% who buy each year) x (avg amount spent annually) = market size. • Calculate the TAM (top down), SAM (bottom up). • Define addressable market share
  • 17. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 17 Intro Team Opportunity Solution Competition Business Model The Ask 2-6 PAGES Solution Tell Us • Demonstrate your solution. • Validate your differentiation. • Explain your IP/technology. • How is the new solution better? Key Objective Help us understand how you will solve the problem. ENTREPRENEUR PITCH WORKBOOK Description/ Mock-up Video Live Demo
  • 18. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 18 Intro Team Opportunity Solution Competition Business Model The Ask 2-6 PAGES Solution ENTREPRENEUR PITCH WORKBOOK Notes • The Offering - What specifically are you offering to whom? Software, hardware, services, a combination? • What’s your differentiator or unique competitive advantage? Team, relationships, IP, new insight, domain expertise? • Clearly quantify three or four key benefits you provide, and who specifically realizes these benefits. • Highlight the elements of your technology that give you potential for leverage and scale as you grow. • Explain how your solution is a company, not just a feature. • Highlight patents or the status of key regulatory approvals (FDA, NSA, industry standards).
  • 19. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 19 Intro Team Opportunity Solution Competition Business Model The Ask 1-2 PAGES Competition Tell Us • Competitive matrix with: • Strengths & weaknesses • Metrics • Investors of competitors • Where do you play in the environment outlined above? • How does this market change over time? Key Objective Help us understand who you compete with, why you have a better product or solution and how you can win. ENTREPRENEUR PITCH WORKBOOK
  • 20. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 20 Intro Team Opportunity Solution Competition Business Model The Ask 1-2 PAGES Competition ENTREPRENEUR PITCH WORKBOOK Notes • Use a competitive quadrant matrix to reflect the market’s requirements, and where you are positioned compared to your competitors. • Where does your solution fit in the value chain or ecosystem of your target market? Do you complement or displace commonly used technologies? Do you change business processes or do them the same but better, faster and cheaper? Do you disrupt the current value chain or fit into established channels? • Summarize the three or four key reasons why customers prefer your solution to other solutions. • Remember, your biggest status quo competitor is ! Feature A Feature B Feature C You Competitor 1 Competitor 2 Competitor 3
  • 21. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 21 Intro Team Opportunity Solution Competition Business Model The Ask 2-4 PAGES Business Model Tell Us • How will you make money? • Revenue model & metrics • Pricing, average account size, lifetime value, churn, views, uniques, registered users, sub base, etc. • Sales & distribution model, customer pipeline, wins and metrics • What milestones are you going to realistically hit with the new capital? Key Objective Tell us how you will generate revenue; show us what you will accomplish in a given period of time. ENTREPRENEUR PITCH WORKBOOK
  • 22. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 22 Intro Team Opportunity Solution Competition Business Model The Ask 2-4 PAGES Business Model ENTREPRENEUR PITCH WORKBOOK Notes • Make sure you understand the key assumptions underlying your plan and be prepared to defend them. • The most important thing to convey is that you understand the economics and evolution of a growing, dynamic company, and that your vision is grounded in an understanding of practical reality. Caveat: Seed and Series A deals will have less financial model data; later stage companies will be expected to have more details. Financials • How do you make money? • P&L • Balance sheet - focus spending only on what’s critical. • Cash flow, burn rate • Cap table • Revenue model • Pricing + average account size and/or lifetime value • Who are the key customers? How and what do they buy? • Explain your pricing, your costs, and how you will achieve profitability. • Key metrics that drive revenues, expenses and growth (such as customers, unit sales, new products, expansion sales, new markets, user stats, page views, global reach, uniques, registered users, subscription base). • Marketing, sales & distribution model • Pipeline of customers and strategic/channel partners that have expressed interest in your solution and/or are referenceable.
  • 23. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 23 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE The Ask Tell Us • Financials, including prior backers, date(s) and amount of investments • Valuation expectations • Amount you are looking to raise • Milestones you will hit with the new capital • Your burn rate • How much runway will the new money buy (pro forma burn) • Post-money of the last round ENTREPRENEUR PITCH WORKBOOK Key Objective Outline what you need from us to make your business a success and what you are looking for in a venture capital partner.
  • 24. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 24 Intro Team Opportunity Solution Competition Business Model The Ask 1 PAGE The Ask Notes • The amount you’re raising shouldn’t be arbitrary - tell your story in numbers. Investors want to see that you’re hitting milestones and that you are asking for the right amount of money to get the company to a meaningful next step. • How much are you raising? • What milestone will it get you to? Why is this milestone the right milestone? • Why is this the right amount? • Post-money of last round. • Amount of cash in the bank. • How much runway the new money will buy (pro forma burn). ENTREPRENEUR PITCH WORKBOOK
  • 25. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 25 Intro Team Opportunity Solution Competition Business Model The Ask What happens next? The Black Box Explained ENTREPRENEUR PITCH WORKBOOK Introductory Meeting After the pitch, we discuss the merits and potential challenges in the business and determine whether to pursue a second meeting. Due Diligence + 2nd Meeting Conduct our own assessment of the marketplace, the effectiveness of your solution and the merits of your team. Present to Global Partnership Once the evaluation process is complete, your team will be invited to make a final presentation to the global partnership. Term Sheet Negotiation Typically, the entire investment process takes anywhere from 2-6 weeks, but can vary depending on the circumstances.
  • 26. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 26 Intro Team Opportunity Solution Competition Business Model The Ask What happens next? ENTREPRENEUR PITCH WORKBOOK Notes • 2-6 week process • First meeting introductory meeting • 2nd meeting – deep dive + due diligence • Conduct our own assessment of the marketplace, the effectiveness of the solution and the merits of the team • Diligence – references (personal and customer) • Global partnership presentation • Term sheet negotiation • Close – Welcome to the Canaan family of companies!
  • 27. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 27 Key Objectives ENTREPRENEUR PITCH WORKBOOK Define the company, business, service or product in a single sentence. Intro Identify a core group of talent that can execute on the next set of milestones. Team Establish the need for your company’s solution and the size of the market. Opportunity Demonstrate how you will solve the problem and validate your differentiation. Solution Identify your competitors, validate your differentiator. Competition Explain how you will generate revenue, what you’ve accomplished to date, and make forecasts. Business Model Ask for the order and outline what you need from us to make your business a success. The Ask
  • 28. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 28 Your answers ENTREPRENEUR PITCH WORKBOOK Intro Team Opportunity Solution Competition Business Model The Ask
  • 29. Copyright © Canaan Partners 2021. All Rights Reserved. | Strictly Confidential 29 @canaanpartners www.canaan.com Thank you