A startup workshop on creating a business plan and a pitch deck for a new company, startup, or product. Delivered in spring, 2016.

1. PLANS AND PITCH DECKS
Startup Sessions
Brynna Tucker

2. WRITING A BUSINESS PLAN

3. ● Executive Summary
● Company Description
● Market Analysis
● Organization & Management
● Marketing and Sales
● Service or Product Line
● Funding Request
● Financials
● Appendix
Business Plan Outline

4. ● Your Company
● Market Opportunity
● Capital Requirements
● Owners
● Management
● Competitors
● Financial Projections
Executive Summary

5. ● Business model
● Strategic relationships
● SWOT Analysis
● Trends
Company Description

6. ● Target Market
● Competition
● Market Trends
● Market Research
Market Analysis

7. ● Intellectual Property
● Location
● Legal Structure
● Management
● Personnel
● Accounting & Legal
● Insurance
● Security
Organization and Management

8. ◦ Method of Sales and Distribution
◦ Packaging
◦ Pricing
◦ Sales Strategies
◦ Sales Incentives/Promotions
◦ Advertising Strategies
◦ Social Media Strategies
◦ Public Relations
◦ Networking
Marketing and Sales

9. ● In-house responsibilities
● Outsourced Functions
● Assessment of Marketing
Effectiveness
◦ Periodic assessments of what is working
and what is not
◦ Cost of Customer Acquisition (COCA)
Implementation of Marketing

10. ● If you are the manufacturer and/or
wholesale distributor of a product:
Describe your products.
● If you are a retailer: Describe the
products you sell.
● If you provide a service: Describe
your services you plan to provide.
Service or Product Line

11. ● Provide the following information:
◦ Why you are applying for financing?
◦ How much capital you need?
◦ Use of Proceeds
◦ Back up your statement with supporting
data.
Funding Request

12. ● Pre-Startup Requirements
● Balance Sheet
● Profit & Loss
● Key Benchmark Ratios
● Pro Forma Cash Flow Statement
(Budget)
● Break-Even Analysis
Financials

13. ● Personal Resumes
● Owners' Financial Statements
● Copies of Leases, Mortgages,
Purchase Agreements, Etc.
● Contracts
● Other Legal Documents (IP, etc.)
Appendix

14. ● Work backwards.
◦ It’s best to begin with your financials and
end with your executive summary.
Creating your Plan
Using your plan
• This is not a pitch or proposal.
– It may be used for loans, lines of
credit, or competitions, but is
otherwise an internal document.

15. CREATING A PITCH DECK

16. ● Title Slide
1. Overview
2. Team
3. Problem
4. Unfair Advantage
5. Demo / Solution
6. Sales and Marketing
7. Competition
8. Business Model
9. Forecast
10. Status and Milestones
Pitch Deck Outline

17. Pitch decks clearly answer three basic questions:
● What is the Problem?
● What is your solution?
● What is your unfair advantage?
A pitch is an invitation to collaborate, not an
attempt to “convert.”
Pitch Purpose

18. ● Create FOMO.
◦ Fear Of Missing Out.
● Follow the 10/20/30 Rule.
● Your Pitch Deck is not about the
product, it’s about the market,
financials, and team!
◦ It is not a business plan.
● Keep your secrets secret.
Telling your story

19. You’re going to have a hard enough
time convincing your management
team to work on the problem that
you’ve decided to pursue, let alone
having competitors go steal your
idea and do the exact same thing.
Darmesh Shah
Founder, hubspot

20. Hipster
Finds solutions and shapes the experience
Hacker
Builds systems that solve the problems
Hustler
Presents and sells the solution
Provides a range of skills
Expands your network
Allows you to scale
Adds new perspectives
It’s all about your team

21. ● The One Word Pitch
● The High Concept Pitch
● The Elevator Pitch
● The Pixar Pitch
Pitching Tip: Increase the processing
fluency by rhyming, repetition or
alliteration.
Other types of pitches

22. QUESTIONS?

23. Thank you.
Brynna Tucker