The Investor Pitch - Entrepreneurship 101 (2013/2014)


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This lecture covers all the essentials of building and delivering an effective pitch to help you find financing for your entrepreneurial venture or sell your product to customers. Learn the elements of a good pitch deck and identify the key elements of good communication that successful start-ups use.

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The Investor Pitch - Entrepreneurship 101 (2013/2014)

  1. 1. Peter Evans Entrepreneur-In-Residence, MaRS Founder & CEO, ExpertFile @techmarketerEntrepreneurship 101 May 7th - 2014 @expertfile The Investor Pitch
  2. 2. The Beginning of a $10 Billion Story
  3. 3. Other People’s Money Fundamentally Changes Everything
  4. 4. The Investment Paradox Getting to ! NO! Investor!Entrepreneurs! Getting to ! YES!
  5. 5. Venus & Mars Successful! Track Record Compatible! Match of Size/Stage/ Geography Strategic! Relevant Portfolio Friendly! No directly competitive investments Capacity! Has funds to invest The Right! Investor! Entrepreneurs want… Investors want... Platform! Significant " Technological" Advantage Market! Sizable and " Addressable IP &! Bus. Model ! Entry Barriers Traction! Early " Customers" Team! Skills & " Track Record The Right! Investment!
  6. 6. <Insert Your Logo Here> How you see your venture
  7. 7. How investors see your venture
  8. 8. It’s a Hits Business* 30 Qualified Referrals Get closer review15-20 Company gets investment1 * Ron Conway SV Angel1/3 Success Rate 1/3 1/3 Fail 4-5X Return Even Return What a week looks like
  9. 9. Getting to Yes: 3 Levels of Engagement Emotional! Rational! Financial!
  10. 10. Signs an investor is just not that into you
  11. 11. “I still don’t know what you do”
  12. 12. “Isn’t your product just a nice to have?”
  13. 13. “Is your market really enough?”
  14. 14. “I still don’t understand how you make money”
  15. 15. “Are you underestimating your cost to acquire customers?”
  16. 16. “Couldn’t your competitors copy you?”
  17. 17. “Do you have the right players on your team?”
  18. 18. Components of the Investor Pitch Real Problem #1 Compelling Investment #4 Unique Advantage #3 Attractive Market #2
  19. 19. Real Problem (2 min) #1 Attractive Market (3 min) #2 Unique Advantage (3 min) #3 Compelling Investment (2 min) #4 (3 min) #1 Real Problem (2 min) #4 Compelling Investment (4 min) #2 Attractive Market (3 min) #3 Unique Advantage Start Pacing Your Investor Pitch Sample timeline: 12 minutes End * Note: Elapsed times are guidelines only
  20. 20. Answering the “So What?” Real! Problem! 1 Focusing a Problem that Matters
  21. 21. Creating Impact •  Core Value Proposition: Use a single sentence •  Unique Benefit: Focus on one single aspect of what you do (aka…”the big idea”) •  Metaphors: Try to create a cognitive connection to something people understand •  Emotion: Create a visceral response (why are things still done this way?) Be provocative….Nice to have’s aren’t investable The Company & It’s Solution – Elevator Style Real Problem Introduction Key Message: We’re fixing the insanity of the status quo Start Min 3
  22. 22. Start •  Current State: Show the insanity of how customers address the issue today •  Historical Evolution: What’s changed in the customer’s mindset •  Personas: Describe the main players in your market you address •  Pictures: Every picture tells a story Real Problem Introduction Problem Defining the Problem Paint a picture of who has this pain Key Message: We’re solving real pain…not “nice to haves” Min 3
  23. 23. •  Product: What is it? " (screen shots, product photos) •  Functionality: The Who + Do •  Benefits: High level value •  Category: Where do you play? •  Stage: What is the readiness of the solution? Real Problem Introduction Problem Solution Your Solution to the Rescue Describe WHAT you do and HOW you do it Key Message: Our solution is novel and easy to understand Start Min 3
  24. 24. •  Founded (Year) •  Employees (FT/PT) Offices •  Advisors •  Product Release(s) •  Beta Users/Unique Views/ Registrations •  Paying Customers •  Partners (Technology/Channel) •  Certifications/Industry Awards •  Media Coverage •  Patents Real Problem Introduction Problem Solution Traction What’s Been Achieved to Date? Show your ability to succeed: On lots of sweat…little $ Key Message: We’ve got meaningful traction Start Min 3
  25. 25. Confidential PG 26 ©NIMTech Inc. 2009 Metabolized by Patient Lost to the Atmosphere
  26. 26. Environmental Impact Average Annual Climate Change Footprint for 1 Hospital 2000 = 400 >1,600 Tonnes of eCO2 Vented per hospital/year Automobiles 250 ml Bottles Anesthetic Agents on the Road/yr.
  27. 27. Gold standard detection methods (visual & x-ray) fundamentally unchanged for decades. Existing Tooth Decay Diagnostics Tooth Decay Detected
  28. 28. by  Quantum  Dental  Technologies   Canary interactive software and printed patient reports The Canary Console
  29. 29. Company Overview What we do •  Quantum Dental Technologies has developed a new platform which uses a low- powered laser to detect tooth decay earlier and more accurately than conventional technologies, allowing dentists to treat & heal the teeth instead of “drill, fill & bill”. Milestones •  Product - Dental Clinic model designed, first commercial units manufactured •  Customers - Over 50 pre-orders secured •  IP - Strong patent portfolio •  Clinical - First Health-Canada approved clinical trial completed, second trial in progress, providing independent validation of safety & efficacy •  Partnerships - Strong relationships with key global distributors and major multinational strategic partners Financing •  $##M raised to date, seeking an additional $##M to reach breakeven
  30. 30. Healthy Tooth Early Enamel Decay Advanced Enamel Decay Demineralization The Life Cycle of Tooth Decay Remineralization Remineralization Therapies The Canary System Scan X-Ray, Drill Fill & BIll
  31. 31. Market Visibility! Real-Time Engagement! Analytics & Control! Website Integration " (API/Widgets) Search Engine Optimization Directory Sharable " Public Profile Inquiry Workflow Email & " System Alerts 3rd Party Agent Access Publishing Controls Lead Generation Reporting Content" Asset Tracking Lead Generation Dynamic Publishing! Intuitive Expert Profiles Corporate Profile" Rich-Media Plug-Ins Mobile Compatible Advertising-Free No Registration Required to View A Unique Platform for Expert Content Software built for management, marketing & measurement
  32. 32. Start End Real Problem (3 min) #1 Attractive Market (3-4 min) #2 Unique Advantage (3 min) #3 Compelling Investment (2 min) #4 Unique Advantage (3 min) #3
  33. 33. Attractive Market! 2 Opportunity Awaits Lots of Room in the Market to Scale the Business
  34. 34. •  Size: What’s being spent today on problem? Build from ground up. Can the market support multiple players? •  Addressability: What’s the reasonable market you can serve? •  Segments: Going Niche or broad? •  Global: Identify other markets •  Proof: Use 3rd party analyst reports •  Thought Leadership: Are you using primary research to gain insight? •  Charts: Keep it visual and engaging Market Size Attractive Market Sizeable Market Opportunity It’s very big …and you can get to it Key Message: We have unique insight into the market Min 3-4 Min 7-8
  35. 35. •  Status: Closed vs. Prospects and " Paid vs. Free Trial •  Categorize: Key segments etc. •  Contextualize: Why they bought •  Personas: Describe customer characteristics •  Logos: Categorize …Avoid “logo soup” •  Evangelists: Customer quotes to validate market pain and size Customers Attractive Market Market Size Early Customers/Prospects Nothing really matters till somebody buys something Key Message: We have buyers who must have our solution Min 3-4 Min 7-8
  36. 36. •  Key Metrics: Pricing, Avg. Deal Size, Registrations/Subs., Monthly Recurring Revenue (MRR), Churn, LTV etc. Note: Customer Acquisition Cost (CAC) is the most overlooked metric •  Channels: What are the downstream costs to sell and service the customer (is this built in?) •  Competitive Scenarios: Is your model sustainable if competitors start stealing share? Have you factored in potential of downward price pressure over time? Revenue Model Attractive Market Customers Market Size Making Money Where does the growth and profit come from? Min 3-4 Min 7-8 Key Message: We’ve validated our revenue model and 
 and we can scale the business.
  37. 37. •  Visibility: Critical to success…what’s your unique story? •  Lead Generation Programs: What marketing approaches will you use (stay high level – categorize) •  Sales Model: Direct vs. Channel (Do you have partners? Have you built a wave for channels to ride?) •  Systems: Do you have an infrastructure to scale (CRM/ Inbound Mktg. Platforms etc.) •  Testing: Do you have capability to test value prop./offers? •  Stages: Do you have the ability to pivot from launch to growth to maturity? Marketing & Sales Attractive Market Revenue Model Customers Market Size Acquiring Customers What’s your go-to-market strategy? Key Message: We know how to drive visibility, lead gen.and close deals Min 3-4 Min 7-8
  38. 38. Opportunity Example: B2B Healthcare $1.1 Billion is spent globally every year by Healthcare sectors on inhalation anesthetic Demand is growing annually by 15%! " 54,000 operating rooms in NA" " 3 dominant players own a monopoly position in the market, with no forthcoming alternatives"
  39. 39. Go to Market Strategy   Integration Stickiness Auto-syncing banking data every night   Communication: Informative, insightful weekly emails   Offers: Value-added, contextual, time sensitive offers   Collaboration tools with internal and external advisors (i.e., accountant)   Focus on customer service   PR – already featured in the Financial Post and Profit Magazine. U.S. PR through Hoffman.   Social media and blog to drive SEO   Partnerships, i.e. banks, accounting firms   Vertical Communities: Custom chart of accounts for 40+ industries   Advertising: Google Adwords, Facebook Ads, LinkedIn DirectAds RetainingCapturing
  40. 40. Start End Real Problem (3 min) #1 Attractive Market (3-4 min) #2 Unique Advantage (3-4 min) #3 Compelling Investment (2 min) #4
  41. 41. You are in the Best Position to Win Unique! Advantage! #3 Many of the essential pieces are in place
  42. 42. I try to invest in businesses that are so wonderful that an idiot can run them. Because sooner or later, one will. Warren Buffet “ ”
  43. 43. •  Role: What value will they add to your solution Research/Development/Sales/Support etc. •  Reputation: Do you you have the right players in the market you are serving? •  Category Fit: Do they have sufficient market power? •  Executive Sponsorship: Do you have buy in from key people inside the channel? •  Incentives: Is the partner aligned financially to support you? •  Longer Term: Is there competitive threat or potential M&A? Partners Partners Show how you can punch above your weight Key Message: Important market players get our vision and want to work with us Min 6 Min 10 Unique Advantage
  44. 44. •  Technology: Validate how you are different? How much market lead do you have? What degree of leverage and scale do they create? •  Process: Are there unique process elements of how your technology works? •  Licenses: Are there 3rd party components of your solution that are licensed? Do you have an exclusive right to the technology? •  Patents: What is the focus of the patent and what stage are you at? (provisional filing, patent granted) – Not a bad idea to mention any name brand attorneys you work with. Partners Competition Technology/IP Competition: Technology/IP Leadership Creating barriers to entry Min 6 Min 10 Unique Advantage Key Message: We’ve nailed a problem that is hard to solve. It will be hard for competitors to catch up
  45. 45. •  Company Background: List experience in terms of key companies each team member worked for. List “pedigrees” (notable exits). •  Planned Hires: Speak briefly to what primary role they will play in the venture •  Achievement: Focus on a key aspect of their experience that uniquely qualifies them for the venture •  New Hires: Where applicable, speak to any key people you may be hiring to build out the team Partners Technology/IP Team & Advisors Unique Advantage Team & Advisors The capabilities to execute on the plan Min 6 Min 10 Key Message: We have assembled the right mix of talent with the “know how” and “know who.”
  46. 46. Multimedia integration Lead Gen. Workflow & Alerts Professional Services Detailed Expert Profiles Competition SEO Optimized Searchable Expert Directory 3rd Party Agent/ PR Agency Admin. Analytics Dashboard On-Domain Content (API to Client Website) Advertising Free Competitor 1 Competitor 2
  47. 47. 48   Achieving the $10 Billion Story
  48. 48. Peter Evans! CEO" Robert Carter! Product Management" Dan Stanhope! Software Development" Lance Laking* (Ottawa)" TRM, BTI Systems, MaRS, IAF" Capital Angel Network" Board*/Advisors! David Meerman Scott (Boston)" Bestselling Author/Speaker – Advisor to Hubspot & Eloqua" "Product management, strategy, business development 
 Riverdale Partners, MaRS, Platespin, ! FloNetwork/Doubleclick,, 
 Bell Canada 
 MBA (Queens University) " "" "Marketing research, product marketing, marketing & sales systems integration roles.
 Riverdale Partners, MaRS, Platespin, ! FloNetwork/Doubleclick,, 
 Goldfarb Consultants! 
 MSc. Market Research (University of Guelph)
 " "" " Management! "Agile software dev, UX & architecture/design of high traffic sites."
 TorStar Digital, Platespin/Novell
 BSc., Computer Science (Brock University)! " 
 " "" Team Paul Philp (San Francisco)" Amity, Marketwire, Platespin" John Vukovic (Toronto)" FloNetwork, Ernst & Young" Randall Howard* (Waterloo)" VERDEXUS, MKS (Founder)" GTAN Angel Group" Mark Greenfield (Buffalo)" State University of New York"
  49. 49. Skillsets Matter
  50. 50. Start End Real Problem (2 min) #1 Attractive Market (3 min) #2 Unique Advantage (3 min) #3 Compelling Investment (2 min) #4
  51. 51. There is Upside for Investors Compelling! Investment! #4 Presenting the Offer for Investment
  52. 52. Rule No. 1: Never lose money; Rule No. 2: Don't forget rule No. 1 Warren Buffet “ ”
  53. 53. Key Message: Our venture clearly offers a 
 superior return for our investors. •  Key Numbers: Revenues, Expenses, EBITDA, Customers, Headcount •  Burn Rate: What is the net cash out month •  Assumptions: Be prepared to defend them •  Scenarios: Be able to speak to impact of various scenarios (i.e. Cost of Acquisition is x % higher than forecast or lack of conversion from free to premium) Financials Compelling Investment How You Will Make Money Key Metrics that Explain the Bottom Line for Investors Min 10 End
  54. 54. Key Message: We have clear exit opportunities •  Partners: Are there any important players who are showing interest in working with you? What problem do you help solve for them? –  Intellectual Property –  Talent –  Customer Base •  Acquisitions: Are there companies that have shown interest in your market space or technology? •  Comparables: Do your homework on past transactions that have happened in your market and note the prices paid to acquire companies. Financials Compelling Investment Path to Liquidity Potential Exits for the Company Min 10 End
  55. 55. •  Investment Structure/Terms: Type of Instrument (Convertible Debt, Equity) and what are the terms of the deal •  Amount: What’s been raised and what is left in the round? Use of Proceeds: What milestones will you achieve (with the investors money) •  Runway: What amount of time does the current money buy (can you hit breakeven or is a new round required?) •  Pipeline: Be prepared to speak to who is committed so far and who are you approaching. You must show momentum – “herd dynamics.” •  Valuation: Be careful about “premature” discussions regarding pre-money value – don’t price from the podium! Compelling Investment Financials Offer Details The Ask Value & Deal Structure/Terms & Use of Funds Min 10 End Key Message: Our deal structure &terms are favourable.

  56. 56. Financial Projections 2011 2012 2013 2014 2015 Number of Licenses # # # # # Revenue $______ $______ $_______ $_______ $_______ Expenses $______ $______ $_______ $_______ $_______ Gross Margin % % % % % EBITDA $_______ $_______ $_______ $_______ $_______ Total Head Count # # # # #
  57. 57. •  Investment to Date: $_______" –  $______ support from government programs/grants (if applicable) " –  $______ cash investment from founders and angels
 " •  Current Raise: $________
 " •  Use of Funds See Examples of Activities Below! –  Build Marketing programs" –  Hire US sales team" –  Commercial launch of V1.0 product " –  Secure final regulatory approvals" –  Finalize Patents" –  Initiate large scale manufacturing
 " •  Further Fundraising? ! –  Planned ___ Round Financing in ____ of _____ " –  Expect to achieve __________with the proceeds of this raise " " Financing & Use of Funds
  58. 58. A Recap: The 4 Components of the Pitch Real Problem #1 Compelling Investment #4 Unique Advantage #3 Attractive Market #2
  59. 59. In the End…The Investment is in You A dozen attributes smart investors look for 1. Honesty…….........................Gives straight answers to investor questions 2. Vision….................................Demonstrates customer insight/thought leadership 3. Resourcefulness…………… Can make an investor’s dollar go far 4. Logic …………….……………Makes wise, pragmatic decisions quickly 5. Drive…………………………..Genuine passion for early stage & ability to excite 6. Humility……………………….Coachable and seeks help to address weak spots 7. Leadership……………………Has the ability to attract and lead a winning team 8. Critical Thinking……………..Challenges assumptions and spots the false +’s 12. Agility……………...................Decisive…Cuts losses & pivots at the right time 9. Commitment……………........Not just involved - sweat &/or capital invested 10. Patience……………...............Tolerance to the ambiguity of innovation 11. Credibility…………….............Well researched. Uses data to back assumptions
  60. 60. “You don’t need every investor to believe you can succeed…You just need one.” Ben Horowitz Andreessen Horowitz
  61. 61. Peter Evans | CEO, ExpertFile ! Entrepreneur-In-Residence, MaRS! @techmarketer