The document provides an overview of the key components to include in a startup pitch deck for founders seeking funds. It discusses including information on the problem statement and market size, the proposed solution, business model, revenue model, competition, traction so far, and plans for the future tied to the funding request. Details should show the pain points being addressed, how the solution works, stakeholder relationships, pricing, differentiation from others, growth metrics, and specific quarterly targets aligned with the funding amount.

1. Basics
of
a
Pitch
Deck
Founders
&
Funds
–
Startup
Special!

2. Contents
Stages
in
a
startup
Problem
statement
Solution
that
you
envisage
Market
size
How
will
it
work
–
Business
model
How
will
it
make
money
-­‐
Revenue
model
Competition
–
how
you
differentiate
yourselves
from
the
rest
What
has
happened
so
far
–
Traction
numbers,
amount
spent,
timeline
Unit
economics
What
is
the
plan
for
the
future
–
tie
it
to
the
funding
ask
Team

3. Stages
of
a
Startup
Idea
Market
research
MVP
Traction
Expansion
Alpha
-­‐
"this
is
mostly
sort
of
kind
of
what
it
should
do"
Beta
-­‐
"this
is
the
finished
product
except
for
all
the
stuff
we
don't
realize
we
haven't
finished
yet"

4. Problem
Statement
Highlight
the
most
critical
use
case
that
will
be
appropriate
for
your
product/service.
The
problem
must
illustrate
a
pain
point.
The
statement
must
show
why
it
is
a
need.
Videos
work
best
for
showing
multiple
use
cases.
Differentiate
between
need
and
want.
Most
typically,
this
will
involve
a
segmentation
of
your
target
market
(e.g.,
luxury
fashion,
high
end
dining).

5. Solution
-­‐
Visualization
How
does
the
solution
work?
How
does
it
reach
the
customer
(phone
call,
mobile
app,
internet,
offline
presence)?
Showcase
your
innovation
-­‐
the
value
addition
you
bring
to
the
table.
It
could
be
a
product
that:
Reduces
cost
(MySmartPrice)
Increases
convenience
(Freecharge)
Reduces
time
(Bankbazaar)
Provides
a
Return
on
Investment
(Linkedin)

6. Problem
–
The
Magnitude
The
total
number
of
people/transactions
actually
needing
this
solution.
Research
the
web
for
credible
sources
of
data
(PwC,
Forrester,
WSJ,
etc.)
Done
any
primary
research?
Show
your
survey
results.
Show
specific
pain
points
talked
about
by
the
people
surveyed.
How
much
were
they
willing
to
pay?
Anyone
in
other
parts
of
the
world
facing
this?
Showcase
how
other
countries
are
tackling
it.

7. Market
Sizing
In
terms
of
numbers
(already
done)
In
terms
of
value
It
needs
to
be
a
logical
deduction
from
a
well
known
fact.
Well
known
facts
start
with
the
country
level
data.
(population,
households,
labor
force,
etc.)
Don’t
forget
the
internet/mobile
penetration
that
can
significantly
bring
down
your
market
if
you
are
a
mobile/internet
app
service.
What
is
the
nearest
substitute?
How
much
does
it
cost?
This
will
be
the
upper
limit
on
the
pricing
of
your
service.

8. The
business
model
Stakeholders
in
your
business
-­‐
Suppliers,
vendors,
partnerships,
clients
Show
the
flow
of
services
from
one
end
to
the
other.
The
services
should
be
very
clearly
defined
(for
e.g.,
in
a
grocery
delivery
business,
the
entrepreneur’s
product
would
take
the
order
and
inform
the
grocery
shop,
the
grocery
shop
would
deliver
the
order
and
the
entrepreneur
would
pay
the
grocery
shop).
The
business
model
would
ideally
be
able
to
showcase
how
your
product
innovates
a
conventional
business
model
to
create
a
value
addition
(revenue/cost/convenience)
as
well
as
scalability.

9. Revenue
Model
Revenue
channels
and
pricing
Who
are
the
segments
you
are
targeting
and
what
is
their
pricing
profile
(high
end,
discount
driven,
value
driven)
Is
there
a
way
to
target
different
segments
B2B/B2C/B2B2C
Freemium
model
Subscription
vs
one-­‐time
pay
models
–
Amazon
Prime,
Pay
as
you
go
model

10. Competition
–
So
far
The
usual
table
is
a
hygiene
factor
for
those
investors
who
are
very
conversant
with
your
sector.
Always
highlight
the
key
differentiator
between
you
and
the
competition.
(Team,
Early
mover,
Partnerships,
etc.)
The
immediate
validation
of
your
key
differentiator
would
be
the
question
‘how
will
you
protect
this
advantage?’.
Make
sure
you
know
the
answer
to
this
question
as
it
relates
to
the
sustainability
of
your
business.

11. Traction!
Only
some
vanity
metrics
are
good
(number
of
downloads
is
not
one
of
them).
Highlight
repeat
behaviour
as
much
as
possible
(number
of
engagements,
number
of
transactions,
growth
in
transactions).
For
a
seed
stage
startup,
100%
M-­‐o-­‐M
growth
is
what
the
angels
want
to
see.
Cohort
Analysis
is
a
sure
shot
ticket
to
knowing
and
improving
your
traction,
and
showcasing
this
knowledge
to
the
investors.

12. Way
ahead
Predict
at
least
4
quarters
Have
clear
targets
that
are
reasonable
given
the
amount
of
funding
you
will
be
asking
for.
Give
a
breakdown
in
pie
chart
format
for
the
utilization
of
your
funding.
Mention
how
it
will
add
value
to
the
business
(e.g.
CTO
for
product
development)
DILUTION:
50-­‐75
L
–
8
–
10%
1
cr.
–
10
–
15%
2
cr.
–
18
–
22%
3
cr.
–
22
–
25%
>4cr.
-­‐
>25%
(depends
on
traction)

13. The
Team
Mention
succinctly
the
role
and
the
USP
they
bring
to
the
table
Background
should
come
on
the
slides
If
one
of
them
is
not
at
the
pitch,
mention
why.
If
anyone
is
still
in
their
day
jobs,
mention
why
(it
is
a
huge
red
flag,
btw).
A
key
criterion
for
funding
is
academic
credentials
(don’t
ask
me
why!).

14. Next
Time
Financials
for
fundraising!

15. Thank
You!
Credits
–
Jose
Kuttan,
Co-­‐founder
(WeavedIn)