1. How to Create a
Fundraising
Message That
Works
Parth Mukherjee – Head of Marketing Jifflenow
Rahul Thomas Mathew- Product Marketing Manager Jifflenow
3. What To Convey
1. This is an important problem that needs to be solved
2. We’re the right people to solve this problem
3. We’re already making it happen
4. What is the problem statement?
THIS is why we exist. THIS is what we
aim to solve. THIS is why customers
will care.
Has to be simple.
8. State How You Solve It
1. Simple solution statement (<5 words)
2. Benefits versus Capabilities / Features. Use both.
Appeal to the emotional and the rational benefits
10. Early Traction
1. Logos if applicable (B2B)
2. Scale if applicable (B2C)
3. Conversion rates
4. Key benefits customers have seen
5. Quotes
11. Business Plan
1. How much people are paying / will pay for it? Why?
2. Pricing plan (per users versus usage / Silver, Gold,
Platinum plans)
3. Projections (100 customers * 100 users * Rs 1000/ user)
13. Growth Plan
1. How will you spend the investment
2. Key areas that need attention in the next x months
3. Key targets that you will achieve based on it
4. 1 or 2 slides at best
14. Competitive Barriers / Your Advantages
What’s your unfair advantage?
1. How are you better placed at solving the problem
2. Relevant experience
3. Competitive barriers you are setting up
16. BHive
Cover – Bhive Coworking Space
Target: Early-stage Startups in Bangalore
Problem:
• Setting - Early-stage startups in Bangalore work in isolated
apartments without expert help.
• Conflict – Lack of co-operation when working in distributed
team; Spend time in infrastructure setup instead of
innovation; Run around for advice, often don’t find any
• Resolution – High quality, plug-and-play workspaces with a
host of advisors
17. BHive
Solution:
• Workspaces that inspire people à Cool and inspiring design
• Benefit fro the experience of others who’ve succeeded à
Learning session from experts
• Save time to build what matters à Pre-packaged infra
• Be known in the startup space à Networking events
Early traction – names of startups, founder quotes
Business plan – price per seat, # locations, # of seats
20. Marketing Metrics that matter to investors
1. Customer Acquisition Cost
(CAC)
2. Marketing as a % of CAC
3. Ratio of CLV to CAC
4. Time to payback CAC
5. Marketing Originated
Customer %
6. Marketing Influenced
Customer %
21. Customer Acquisition Cost
How to Compute this Implications for Marketing
All sales & marketing
costs in a period/ Total
number of new
customers in that period
An increase means
Marketing/Sales spend
might not be efficient
22. Marketing as a % of Customer Acquisition Cost
Total Marketing costs/
Total marketing and
Sales cost used to
calculate CAC
An increase can mean 2 things
1. Marketing spend was not
efficient enough
2. Your Marketing model is
one where Marketing is
doing a big chunk of the
work to bring customers
How to Compute this Implications for Marketing
23. Ratio of Customer Life Time Value to Customer
Acquisition Cost
How to Compute this Implications for Marketing
A high ratio means you have a
higher ROI on Sales &
Marketing
Total annual payments from a
customer/(churn rate*CAC)
24. Time to payback CAC
How to Compute this Implications for Marketing
A higher payback means that
you take longer to earn back
the CAC
CAC/how many customers pay
you on average each month
25. Marketing Originated Customer %
How to Compute this Implications for Marketing
A higher percentage means
marketing is responsible for
driving a lot of the new
customers and sales isn’t as
effective
Percentage of all new
customers that came from a
lead that marketing generated
26. Marketing Influenced Customer %
How to Compute this Implications for Marketing
An increase in this % means
that Marketing is helping
influence more buying decision
making
Percentage of all new
customers for a specific period
who had any interaction with a
marketing activity
27. Things To Remember
1. The problem statement is your most important slide
2. Do not cram. Make every slide clear and concise
3. Include details on distribution, customer acquisition
4. Send only PDFs
5. Tell a story