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Investor pitch deck 101

This document provides guidance on pitching an idea to investors, including key elements to cover and tips for an effective presentation. It outlines the stages of product development from basic research to full deployment. Metrics like traction, market size, competition, and risks are important to address. The ideal pitch conveys a vision simply, focuses on strengths, and leaves time for questions to allow investors to assess funding fit.

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www.medtechchallenge.com
• Understand key pitch deck elements • Inspiration for how to visually represent complex ideas • Tips for how to deliver a successful investor pitch
9. System ready for full-scale deployment 8. System incorporated in commercial design 7. Integrated pilot system demonstrated 6. Prototype system verified 5. Laboratory testing of integrated system 4. Laboratory testing of prototype component or process 3. Critical function: proof of concept established 2. Technology concept and/or application formulated 1. Basic principles observed and reported
9. Plausible exit 8. Cash to exit 7. Unit economics – margin validated 6. Reimbursement 5. Regulatory certainty/difficulty 4. IP: Patentability, FTO & block 3. Attractive solution & ID of MVP 2. Compelling clinical need + large market 1. Effective team
9. Plausible exit 8. Cash to exit 7. Unit economics – margin validated 6. Reimbursement 5. Regulatory certainty/difficulty 4. IP: Patentability, FTO & block 3. Attractive solution & ID of MVP 2. Compelling clinical need + large market 1. Effective team 9. System ready for full-scale deployment 8. System incorporated in commercial design 7. Integrated pilot system demonstrated 6. Prototype system verified 5. Laboratory testing of integrated system 4. Laboratory testing of prototype component or process 3. Critical function: proof of concept established 2. Technology concept and/or application formulated 1. Basic principles observed and reported
• Regurgitation of business plan or technology roadmap • A sales pitch • A brainstorming tool or a way to collect your thoughts
• The Big Idea • The Problem • The Solution • The Market • Market Adoption • Business Model • Proprietary Technology • Competition • Competitive Advantages • Traction/Validation • Milestones • Regulatory & Reimbursement Strategy • Who We Are • Press/Testimonials • Financials • The Ask • Summary Choose Wisely!
Tagline Think about including key information like name, title, email, mobile phone number
Bold, declarative statement. Ambitious. Big.
• Frustration? What is broken? • Why should your product exist? • What’s the opportunity?
• Show how your product works in 3 easy steps – Describe your product, including key differentiators – Describe the non-confidential mechanism of action – Secret sauce or magic? • Break to demo if its short and worth emphasising one or two key insights or features – Tell a story – future client or an example of a current client
What macro-trends, new enabling technologies, etc. give you a chance to succeed when others who tackled this pain point have failed
• Status of any patent filings (issued, applications) • Details of any license agreements • Status of any other IP (e.g. trademarks, trade secret, etc.)
• Massive (but realistic) market • Data/stats on market size, existing proof points, etc. Total Addressable Market Serviceable Addressable Market Serviceable Obtainable Market Typical Top-Down
$36 Billion Total Skin Cancer Diagnostic Market Source: Some Reputable Source $4 Billion Telehealth Skin Cancer Diagnostics Source: Some Reputable Source $50 Million My Product Opportunity $10 per use
Number of at risk people Something big % with smartphones Smaller Price per report $10.00 _____________________________________________ Opportunity/Year at x% penetration Impressive $
• Direct vs indirect competitors – Potential entrants • Competitive advantage • Barriers to entry for new players? (money, time, expertise, relationships, patents)
Feature A Feature B Feature C YOU CoA CoB Competitor logo • Bullet point summary of model, traction, limitations Market share Competitive differentiation Defence from competitive response Market landscapecomparison Feature List Comparison
• List approaches/tactics you’re going to use to get customers. Initial set plus over time. – How long is sales cycle to get a client? – Expected conversion rate? – Average cost to acquire a customer? – Lifetime value of customer? • Key expenses/ time-efforts • AUS, US or EU first? Why? • Direct sales vs independent reps vs partner?
Total Addressable Market: [$XB industry] Distribution Strategy: [Your unique advantage + channels you plan to test Launch [Dates] Traction [Dates] Growth [Dates] Main Focus: Priority Tasks: Target Results: [X] [X] [X] [X] [X] [X] [Launch web & iOS app] • [Improve signup flow • Finalize user referral process • Accepted to App Store • Drive initial signups • Measure DAU totals] • [X initial users • Convert X% of existing email list • Understand DAU & optimize] 5
• Current product development status, what near future looks like • Stats on, or plans for getting, initial customers
“By 2020, over 85% of general practitioners will use cloud-based patient management software solutions” Live Customers Implementing Pilots Prospects Logo Logo Logo Logo Logo Logo Logo Logo
• Describe the regulatory pathway for your product (if applicable) • Describe the reimbursement environment for your product or similar category products (if applicable)
• List pics + short bio on each founder/senior team member • Include info on board members & advisors –State verbally if Board is investing (big points). If no, don’t bring it up, have a reason for why not if asked. • Include info on future hires • Outline division of responsibilities
o How much are you raising now? o How much have you raised previously? o What will you use the money for? o When and how do investors get a return on their investment?
• List 3-5 of your strongest points, distilled down to memorable sound bites • What is your call to action
founders@yourcompany.com 0413 467 201 <Impactful quote from customer or similar>
What We Do: • ExampleCo is a [zero-jargon description of product] used by [broad but addressable market] to [benefits]. • We are focused on the [$X billion target niche] market. Current Status: We are [company stage, e.g. pre-revenue, pre- launch, etc.]. Traction to date includes: • (Month or Quarter 1): X key metric, Y key metric • (Month or Quarter 2): X key metric, Y key metric Currently Raising: • [$X-Y million] seed round. • Previously raised [$X million] from [investors]. Team Experience Pilot Customers/Partners Logos of Past Companies & Top Schools Logos of Past Companies & Top Schools Logos or Other Proof of Early Traction Logos or Other Proof of Early Traction Borrowed from NextView Ventures
($000) Milestones Month Expenditures Customers Revenue Prototype Jan 16 $150 0 $0 Clinical Trial Jun 16 $100 0 $0 Reg Approval Jan 17 $100 0 $0 Launch Jan 17 $100 10 $100 Feb 17 $100 100 $1,000 Breakeven Mar 17 … 2016 2017 2018 Unit Sales Consumables Revenue Gross Profit OPEX • Sales & Marketing • Customer Service • Product Development EBIT
Amount % of Total Founder’s Investments Angel Investors VC Bank Loans Non-Dilutive o Grants _______________________________________ TOTAL CAPITALISATION
TacticTactic TacticTactic TacticTactic #Customers Time TacticTactic TacticTactic TacticTactic TacticTactic [X] Customers TacticTactic TacticTactic 12 Path to [X] Customers Borrowed from NextView Ventures
HeadshotHeadshot HeadshotHeadshot LogoLogo LogoLogo “Quote.” “Quote.” Test Customer LogosTest Customer Logos • Proof of concept data point • Proof of concept data point • Proof of concept data point • Proof of concept data point 17Borrowed from NextView Ventures
StartupStartup BuyerBuyer acq. by [$X] VCVC VCVC StartupStartup BuyerBuyer acq. by [$X] VCVC VCVC StartupStartup BuyerBuyer acq. by [$X] VCVC VCVC Public CoPublic Co [market cap] Public CoPublic Co [market cap] Public CoPublic Co [market cap] • Startups in the [industry niche] space are acquisition targets for companies such as [Examples], at valuations around [N] times price/sale. 21Borrowed from NextView Ventures
Explain how you have taken risk out of the project, list the remaining major risks. o Technical Risk o Market Risk o Execution Risk Specific Risk Specific Risk Specific Risk Mitigation Strategy Mitigation Strategy Mitigation Strategy
• Detailed value proposition to clients/users/partners • Pipeline of potential clients, % likelihood of closing, revenue potential from pipeline • Partnerships/agreements/structures • Proprietary aspects not discussed in core deck • Additional strategy slides: ex) how to avoid/limit circumvention
• Competitors capital raises/investors • Head count (# employees) projection/key hires needed • Additional screen shots from demo • Testimonials (key opinion leaders, potential future partners, potential future acquirers) • Unit economics analysis • Details on research, publications (without being too academic)
Passionately & clearly communicate a vision Don’t oversell - investors can easily see through crap Focus on your strengths & remain candid Send one or two high-level members of your team, not the whole crew An exceptional entrepreneur or team who has experience and drive Large enough and interesting enough market opportunities A smart, differentiated, and defensible product/service that will stand out initially in its market and be able to protect its margins over time
If you can’t explain it simply, you don’t understand it well enough. - Albert Einstein
• http://www.buzinga.com.au/buzz/startup- pitch-videos/ • http://thepitch.fm/ • Interesting way to explain a pivot: http://www.slideshare.net/fabulis/fab-2011-timeline
• If you regularly get a specific question, address it head on • Leave room for questions, this is when decisions are made about whether & how much to fund you • Each slide should stand on its own without explanation – use clear figures to convey a lot of information without a lot of text • Don’t read slides – connect with your audience • Don’t use industry acronyms/terminology or reference companies they won’t know • DO NOT ask them to sign an NDA – most won’t
• Retitle your slides • Minimize bullets & text • Add visuals – but NOT stock photos
• Remove redundancy • Reduce phrases to words • Omit gratuitous intensifiers and qualifiers • Expunge expletives • Negate nominalisations • Delete superfluous phrases • Avoid clichés • Watch for words like o That o Absolutely o Very o Always/Never
• This estimate is conservative • Won’t need funding after this round • Device works, we’ve tested it in our lab / in pigs / in China • We’ll be on the market in X years • We’ll get acquired before expensive trials/commercial launch • We’ll capture x% (e.g. <40%) of the addressable market in <5 years • The addressable market (or worse, revenue) opportunity is $1B+
• Get introduced – they don’t respond well to random calls/e-mails • Review investment criteria • Review portfolio companies
• Arrive early to set up computer, projector, get access to wifi, etc. • Ask investors to be introduced, provide a quick background on themselves and the fund (you may learn something!) • One joke – make audience laugh at least once, but don’t do a comedy routine • Keep detailed notes of the interaction – who was at the meeting, their specific comments
• If requested, send a follow-up meeting PDF with additional slides (they may have requested you to create) and some appendix slides • Stay on their radar • Guidelines for following up: o Be subtle o Be concise o Be persistent o Use multiple channels o Let time pass o Be gracious o Accept “no” for an answer
• Be crunchy, concise, clear • Be well-prepared o Great slides o Know your content forward & backward o Know the investors inside & out
• Storyboard your slides • Discuss storyboard with your mentors
storyboarding notes Core story: Highlights: Hesitations: Notes:
1.Draft your slide order 2.Draft each slide’s message 3.Step back and see if they work together. If not, change the messages or move them around. 4.Add each slide’s rough content 5.Now consider flow between adjacent slides 6.Iterate, test & rebuild
Dr. Laura Faulconer COO laura@stcaustralia.org 0413 467 201 1 Dalmore Dr Scoresby, VIC 3179 Australia www.STCaustralia.org +61 3 9763 4777

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Investor pitch deck 101

  • 1.
  • 2.
    • Understand keypitch deck elements • Inspiration for how to visually represent complex ideas • Tips for how to deliver a successful investor pitch
  • 4.
    9. System readyfor full-scale deployment 8. System incorporated in commercial design 7. Integrated pilot system demonstrated 6. Prototype system verified 5. Laboratory testing of integrated system 4. Laboratory testing of prototype component or process 3. Critical function: proof of concept established 2. Technology concept and/or application formulated 1. Basic principles observed and reported
  • 5.
    9. Plausible exit 8.Cash to exit 7. Unit economics – margin validated 6. Reimbursement 5. Regulatory certainty/difficulty 4. IP: Patentability, FTO & block 3. Attractive solution & ID of MVP 2. Compelling clinical need + large market 1. Effective team
  • 6.
    9. Plausible exit 8.Cash to exit 7. Unit economics – margin validated 6. Reimbursement 5. Regulatory certainty/difficulty 4. IP: Patentability, FTO & block 3. Attractive solution & ID of MVP 2. Compelling clinical need + large market 1. Effective team 9. System ready for full-scale deployment 8. System incorporated in commercial design 7. Integrated pilot system demonstrated 6. Prototype system verified 5. Laboratory testing of integrated system 4. Laboratory testing of prototype component or process 3. Critical function: proof of concept established 2. Technology concept and/or application formulated 1. Basic principles observed and reported
  • 9.
    • Regurgitation of businessplan or technology roadmap • A sales pitch • A brainstorming tool or a way to collect your thoughts
  • 10.
    • The BigIdea • The Problem • The Solution • The Market • Market Adoption • Business Model • Proprietary Technology • Competition • Competitive Advantages • Traction/Validation • Milestones • Regulatory & Reimbursement Strategy • Who We Are • Press/Testimonials • Financials • The Ask • Summary Choose Wisely!
  • 12.
    Tagline Think about includingkey information like name, title, email, mobile phone number
  • 15.
  • 18.
    • Frustration? What isbroken? • Why should your product exist? • What’s the opportunity?
  • 24.
    • Show howyour product works in 3 easy steps – Describe your product, including key differentiators – Describe the non-confidential mechanism of action – Secret sauce or magic? • Break to demo if its short and worth emphasising one or two key insights or features – Tell a story – future client or an example of a current client
  • 28.
    What macro-trends, new enabling technologies,etc. give you a chance to succeed when others who tackled this pain point have failed
  • 30.
    • Status ofany patent filings (issued, applications) • Details of any license agreements • Status of any other IP (e.g. trademarks, trade secret, etc.)
  • 33.
    • Massive (butrealistic) market • Data/stats on market size, existing proof points, etc. Total Addressable Market Serviceable Addressable Market Serviceable Obtainable Market Typical Top-Down
  • 35.
    $36 Billion Total Skin Cancer DiagnosticMarket Source: Some Reputable Source $4 Billion Telehealth Skin Cancer Diagnostics Source: Some Reputable Source $50 Million My Product Opportunity $10 per use
  • 37.
    Number of atrisk people Something big % with smartphones Smaller Price per report $10.00 _____________________________________________ Opportunity/Year at x% penetration Impressive $
  • 39.
    • Direct vsindirect competitors – Potential entrants • Competitive advantage • Barriers to entry for new players? (money, time, expertise, relationships, patents)
  • 40.
    Feature A FeatureB Feature C YOU CoA CoB Competitor logo • Bullet point summary of model, traction, limitations Market share Competitive differentiation Defence from competitive response Market landscapecomparison Feature List Comparison
  • 53.
    • List approaches/tacticsyou’re going to use to get customers. Initial set plus over time. – How long is sales cycle to get a client? – Expected conversion rate? – Average cost to acquire a customer? – Lifetime value of customer? • Key expenses/ time-efforts • AUS, US or EU first? Why? • Direct sales vs independent reps vs partner?
  • 57.
    Total Addressable Market:[$XB industry] Distribution Strategy: [Your unique advantage + channels you plan to test Launch [Dates] Traction [Dates] Growth [Dates] Main Focus: Priority Tasks: Target Results: [X] [X] [X] [X] [X] [X] [Launch web & iOS app] • [Improve signup flow • Finalize user referral process • Accepted to App Store • Drive initial signups • Measure DAU totals] • [X initial users • Convert X% of existing email list • Understand DAU & optimize] 5
  • 65.
    • Current product developmentstatus, what near future looks like • Stats on, or plans for getting, initial customers
  • 66.
    “By 2020, over85% of general practitioners will use cloud-based patient management software solutions” Live Customers Implementing Pilots Prospects Logo Logo Logo Logo Logo Logo Logo Logo
  • 70.
    • Describe theregulatory pathway for your product (if applicable) • Describe the reimbursement environment for your product or similar category products (if applicable)
  • 74.
    • List pics+ short bio on each founder/senior team member • Include info on board members & advisors –State verbally if Board is investing (big points). If no, don’t bring it up, have a reason for why not if asked. • Include info on future hires • Outline division of responsibilities
  • 80.
    o How muchare you raising now? o How much have you raised previously? o What will you use the money for? o When and how do investors get a return on their investment?
  • 86.
    • List 3-5of your strongest points, distilled down to memorable sound bites • What is your call to action
  • 89.
    founders@yourcompany.com 0413 467 201 <Impactfulquote from customer or similar>
  • 92.
    What We Do: •ExampleCo is a [zero-jargon description of product] used by [broad but addressable market] to [benefits]. • We are focused on the [$X billion target niche] market. Current Status: We are [company stage, e.g. pre-revenue, pre- launch, etc.]. Traction to date includes: • (Month or Quarter 1): X key metric, Y key metric • (Month or Quarter 2): X key metric, Y key metric Currently Raising: • [$X-Y million] seed round. • Previously raised [$X million] from [investors]. Team Experience Pilot Customers/Partners Logos of Past Companies & Top Schools Logos of Past Companies & Top Schools Logos or Other Proof of Early Traction Logos or Other Proof of Early Traction Borrowed from NextView Ventures
  • 94.
    ($000) Milestones Month ExpendituresCustomers Revenue Prototype Jan 16 $150 0 $0 Clinical Trial Jun 16 $100 0 $0 Reg Approval Jan 17 $100 0 $0 Launch Jan 17 $100 10 $100 Feb 17 $100 100 $1,000 Breakeven Mar 17 … 2016 2017 2018 Unit Sales Consumables Revenue Gross Profit OPEX • Sales & Marketing • Customer Service • Product Development EBIT
  • 95.
    Amount % ofTotal Founder’s Investments Angel Investors VC Bank Loans Non-Dilutive o Grants _______________________________________ TOTAL CAPITALISATION
  • 96.
  • 98.
    HeadshotHeadshot HeadshotHeadshot LogoLogo LogoLogo “Quote.” “Quote.” Test Customer LogosTestCustomer Logos • Proof of concept data point • Proof of concept data point • Proof of concept data point • Proof of concept data point 17Borrowed from NextView Ventures
  • 99.
    StartupStartup BuyerBuyer acq. by [$X] VCVC VCVC StartupStartup BuyerBuyer acq. by [$X] VCVC VCVC StartupStartup BuyerBuyer acq.by [$X] VCVC VCVC Public CoPublic Co [market cap] Public CoPublic Co [market cap] Public CoPublic Co [market cap] • Startups in the [industry niche] space are acquisition targets for companies such as [Examples], at valuations around [N] times price/sale. 21Borrowed from NextView Ventures
  • 100.
    Explain how youhave taken risk out of the project, list the remaining major risks. o Technical Risk o Market Risk o Execution Risk Specific Risk Specific Risk Specific Risk Mitigation Strategy Mitigation Strategy Mitigation Strategy
  • 102.
    • Detailed valueproposition to clients/users/partners • Pipeline of potential clients, % likelihood of closing, revenue potential from pipeline • Partnerships/agreements/structures • Proprietary aspects not discussed in core deck • Additional strategy slides: ex) how to avoid/limit circumvention
  • 103.
    • Competitors capitalraises/investors • Head count (# employees) projection/key hires needed • Additional screen shots from demo • Testimonials (key opinion leaders, potential future partners, potential future acquirers) • Unit economics analysis • Details on research, publications (without being too academic)
  • 105.
    Passionately & clearlycommunicate a vision Don’t oversell - investors can easily see through crap Focus on your strengths & remain candid Send one or two high-level members of your team, not the whole crew An exceptional entrepreneur or team who has experience and drive Large enough and interesting enough market opportunities A smart, differentiated, and defensible product/service that will stand out initially in its market and be able to protect its margins over time
  • 106.
    If you can’texplain it simply, you don’t understand it well enough. - Albert Einstein
  • 107.
    • http://www.buzinga.com.au/buzz/startup- pitch-videos/ • http://thepitch.fm/ •Interesting way to explain a pivot: http://www.slideshare.net/fabulis/fab-2011-timeline
  • 108.
    • If youregularly get a specific question, address it head on • Leave room for questions, this is when decisions are made about whether & how much to fund you • Each slide should stand on its own without explanation – use clear figures to convey a lot of information without a lot of text • Don’t read slides – connect with your audience • Don’t use industry acronyms/terminology or reference companies they won’t know • DO NOT ask them to sign an NDA – most won’t
  • 109.
    • Retitle yourslides • Minimize bullets & text • Add visuals – but NOT stock photos
  • 110.
    • Remove redundancy •Reduce phrases to words • Omit gratuitous intensifiers and qualifiers • Expunge expletives • Negate nominalisations • Delete superfluous phrases • Avoid clichés • Watch for words like o That o Absolutely o Very o Always/Never
  • 111.
    • This estimateis conservative • Won’t need funding after this round • Device works, we’ve tested it in our lab / in pigs / in China • We’ll be on the market in X years • We’ll get acquired before expensive trials/commercial launch • We’ll capture x% (e.g. <40%) of the addressable market in <5 years • The addressable market (or worse, revenue) opportunity is $1B+
  • 113.
    • Get introduced– they don’t respond well to random calls/e-mails • Review investment criteria • Review portfolio companies
  • 114.
    • Arrive earlyto set up computer, projector, get access to wifi, etc. • Ask investors to be introduced, provide a quick background on themselves and the fund (you may learn something!) • One joke – make audience laugh at least once, but don’t do a comedy routine • Keep detailed notes of the interaction – who was at the meeting, their specific comments
  • 115.
    • If requested,send a follow-up meeting PDF with additional slides (they may have requested you to create) and some appendix slides • Stay on their radar • Guidelines for following up: o Be subtle o Be concise o Be persistent o Use multiple channels o Let time pass o Be gracious o Accept “no” for an answer
  • 118.
    • Be crunchy,concise, clear • Be well-prepared o Great slides o Know your content forward & backward o Know the investors inside & out
  • 119.
    • Storyboard yourslides • Discuss storyboard with your mentors
  • 121.
  • 122.
    1.Draft your slideorder 2.Draft each slide’s message 3.Step back and see if they work together. If not, change the messages or move them around. 4.Add each slide’s rough content 5.Now consider flow between adjacent slides 6.Iterate, test & rebuild
  • 123.
    Dr. Laura Faulconer COO laura@stcaustralia.org 0413467 201 1 Dalmore Dr Scoresby, VIC 3179 Australia www.STCaustralia.org +61 3 9763 4777