This document provides an overview of how to structure different types of pitches for fundraising. It outlines the key elements to cover for 30-60 second pitches, 2-5 minute pitches, and email pitches. The core components discussed include explaining the company purpose and vision, defining the problem being solved, describing the proposed solution, establishing the market size and opportunity, addressing competition, detailing the product, outlining the business model and revenue, showing traction and progress, introducing the team, and rationalizing financial needs. The document emphasizes tailoring the pitch based on the audience and business while keeping the presentation concise and telling a compelling story.

1. HOW TO PITCH
OVERVIEW

2. DISCLAIMER
• Every investor sees the world differently
• Every business is unique
• Pitch decks are more art than science

3. TYPE OF PITCHES
• 30 - 60 seconds pitch
• 2 – 3 – 4 – 5 minutes pitch
• Email pitch

4. 30 - 60 SEC PITCH
• Audience: people who want to give you money, or who don’t
want to give you money, parents, friends, teachers.
• Can be used for setting the scene in a longer pitch
• We solve [problem] by providing [advantage], to help
[target] accomplish [target’s goal]. We make money by
charging [customers] to get [benefit].

5. 2-3-4-5 MIN PITCH
• Audience: people who you might raise money from or people
who want to work with.
• Each slides should drive home one point / one concept
• Again, don’t follow template, every business is unique
• 10 slides is standard practice. A normal human being cannot
comprehend more than 10 concepts in a meeting

6. COMPANY PURPOSE
• Objective: explain the high-level objective of the company
• Key questions:
ü Why does the company exist
ü What’s your mission?
ü What’s the vision?

7. PROBLEM
• Objective: to clearly articulate the pain point you are solving
• Key questions:
ü What problem are you attacking?
ü What led you to that problem?
ü Any key insights into the issue?
ü Why don’t existing solutions work?
ü Who is feeling this pain? How do you know?
ü What does the problem look like to day?

8. SOLUTION
• Objective: describe your company value proposition to make
the customer’s life better
• Key questions:
ü What are the key features?
ü What are the benefits?
ü What is the use cases?
ü Why hasn’t it been possible before?
ü Which tech advancements enable you?

9. MARKET SIZE
• Objective: prove there’s a large and worthy market
opportunity
• Key questions:
ü What is the “actual” size of your target market?
ü How do you think about your segment?
ü Are you creating a new market?
ü What is the growth rate and why?
ü What are the characteristics of this market?

10. COMPETITION
• Objective: demonstrate your understanding of the competitive
landscape & articulate your competitive advantage
• Key questions:
ü Who is your direct & indirect competitors?
ü What are the alternatives for your product?
ü What are their strengths and weaknesses?
ü How large are these players?
ü What competitive advantages do you have?
ü What is exclusive to your company?

11. PRODUCT
• Objective: explain the technology, secret sauce, magic behind
your product
• Key questions:
ü What technology do you use?
ü What are the unique features?
ü What are the major product milestones?
ü Does your technology have patent?

12. BUSINESS MODEL
• Objective: prove your company can or will generate revenue
• Key questions:
ü How do / will you make money?
ü What’s the pricing?
ü Have you tested monetisation?
ü How much revenue has been generated?
ü Is there a willingness to pay?

13. TRACTION
• Objective: show evidence of product / market fit and company
progress
• Key questions:
ü What have you accomplished to date?
ü What are the 1-3 metrics that matter?
ü What has driven growth?
ü How do you know it’s working?
ü How and where do you acquire customers?
ü What is your go-to-market strategy?

14. TEAM
• Objective: show off who is on your team, your experience, and
why you are capable
• Key questions:
ü Who is on the team, what are their roles / skills?
ü What is each person responsible for and unique?
ü Why do you think you have what it takes?
ü How many employees do you have?

15. FINANCIALS
• Objective: rationalise your capital requirements and use of
proceeds
• Key questions:
ü How much do you want and need to raise?
ü What are the use of proceeds?
ü What key hires do you need to make?
ü What are the 2-3 milestones you hope to achieve?
ü How much runway does this give you?

16. EMAIL PITCH
• Audience: people who you might raise money from that can’t
meet you in person or want to know futher
• Can be up to 20 slides long
• Some more you can mentions: financial model / financial
assumptions / unit economics / customer reviews / product
screenshots / potential exits / concerns and mitigations /
market analysis & characteristics/ milestones / pipeline …

17. TIPS
• Guy Kawasaki: 10/20/30rule
• Read vs Listen
• Get to the point
• Don’t read the slide, tell a story
• Meaning meaning meaning