This document outlines the key components to include in a pitch deck for a startup. It provides guidance on sections such as problem, solution, product, market size, business model, go-to-market strategy, competitive advantage, traction, team, offer, and parting shot. For each section, it lists considerations and examples of the types of quantitative and qualitative information to present to convey the opportunity and need to investors in a clear and compelling manner.

1. Key Components of your pitch deck
Product Section
1. Problem
2. Solution
3. Product
4. Market Size
Business Section
1. Business Model
2. Go-to-market strategy
3. Competitive Advantage (un-fair advantage)
4. Traction
5. Team
6. Offer
7. Outro (Contacts, tagline)

2. The Problem (Pain Points)
What’s the real major problem or top 2 problems
• Key considerations –
• Is the problem worth solving?
• Quantify the problem - How big is the problem? is it affecting a large enough number of
people? E.g. 40% of Africans lack access to affordable healthcare,
• At what rate is the problem growing. E.g. malnutrition in Kenya is growing at 5%,
Unemployment in Africa is growing at XX%, Inflation is growing at XX%.
• What are the consequences of leaving the problem unsolved? E.g. XX children will have
stunted growth due to malnutrition in Kenya, or XX will loose jobs due to rising inflation, XX
patients die due to lack of blood availability during surgery
• Avoid SISP Solution in Search of a Problem
• Focus on Pains (refer to value proposition canvas)

3. The Solution ( Pain Relievers and the Gains)
What’s the real major problem or top 2 problems
• Key considerations –
• Dues the Solution Speak to the Problem? Is there a problem solution fit?
• How many people will the solution reach? Quantify by how much will the solution reduce the
problem
• Examples of solutions
• A highly nutritious snack targeting school feeding programs to tackle the malnutrition in
children under 10
• A mobile wallet that allows informal workers to save in hard currency or stable coins to
cushion against inflation

4. The Product
What is the product and what job does it do for the customer
• Key considerations –
• Solution speaks to the What, Product speaks to the How
• Add top 3 features or the advantages of the Product
• E.g. Fast, Convenient, Affordable
Other Examples to further qualify the product.
Mobile wallet is Easy to Use, Doesn’t require to install app,
Same day delivery, or 48hr turn around
• Insert Mock-up pages or Screenshots/pictures of the actual product to illustrate

5. Market Size
How big is the market? Back numbers by quoting your source. Use most recent
data/publication
• Market Capitalization in dollar terms e.g. According to Market Research Future,
the size of the medical device market in Africa in 2017 was 4.9 billion U.S. dollars.
This market is expected to grow to over 7 billion dollars by the year 2023
• What is driving the growth? - Growing awareness and spread of information
technology. Demand for early detection and non-invasive therapies, growing ageing
population, etc.
• Other ways to quantify the market
•Import/Export data from sources like www.trade.gov,
•Population size & Demographic data from sources like National statistics
databases, APHRC, etc
•Number of users e.g. Number of internet users in a region, or number of
users with smartphones or number of car owners
• Always quote widely known and reputable sources like worldbank.org, amref, WHO,
etc

6. Business Model
How will you make money?
E.g.
• Subscription (SAAS model)
• Retail model
• PAYG model/ Lease-to-Own model
• Data vending model

7. Go-to-Market Strategy
What Channels to Market will you use
You can classify distribution channels as:
Offline – Direct Sales, Working with distributors, Door-to-Door campaign, Multi level
marketing.
Online – Social media, E-commerce platforms like shopify, jumia
Go to Market partnerships
• B2B – cooperatives, saving groups, microfinance, healthcare facilities, etc
• B2G – Federal government or regional governments
• B2N – Healthcare INGOs like AMREF, USAID, Redcross
• B2B2C – Where the B allows you do do direct selling to their customer base.

8. Traction
1. Funding raised – Closed a pre-SEED round at XX valuation,
2. Revenues growth – Terms used: Annual recurring revenue (ARR),
CAGR(cumm. Annual growth rate), E.g. $200K ARR,
3. Customers reached, no. of downloads
4. Partnerships and Contracts – signed contract with Uber, In partnership
talks with AMREF

9. Competitive landscape
Chose top 2 features to illustrate competitive advantage and map competition on
X, Y axis
E.g. Price advantage - being more affordable
Product advantage – having a superior product

10. Team
Quantify Experience, not just by years, but add revenues, funding raised, number
of exits
Add logos of previous renowned companies that they worked for. E.g. Microsoft

11. Offer/ Ask
E.G We are raising a $500K, Debt round for working capital.
Or we are raising a $2M round SAFE/Convertible with a $10M valuation cap for
expansion

12. Parting shot
E.g. Join us to enable access to education to a million students
Join us in skilling African workforce with the skills of tomorrow