The document provides an overview of the 5-minute pitch for startups seeking funding. It outlines the key topics investors look for, including the products/services, market, sales strategy, management team, intellectual property, finances, and capital needs. The document also warns of common pitfalls to avoid, such as having no exit plan or unrealistic projections. An example pitch is then provided for a peer-to-peer commercial lending platform called SoMoLend, covering its market opportunity, management team, financial projections, capital raised and milestones.

1. Secrets of
The 5-Minute Pitch
From the start-up’s perspective
Candace Klein,
Founder & CEO of Bad Girl Ventures and SoMoLend
© 2011 Candace Klein

5. Personal Story
• Three most important things that make you
better fit to run this company than anyone else
• Vulnerability
• Personality
• An excercise

6. Key Topics
• The Products or Services
• The Market
• Sales Strategy
• Management Team
• IP /Patents/Barriers for Future Competitors
• Ownership and Control
• Summary Financial Info
• Capital Needs

7. Where to Start…
•An overview of the company
– Uniqueness of product or service
– The problem it solves!
– Competitors (current & future) their products and
strategies
– Unfair competitive advantage

8. Market & Strategy
• The Market
– The target market and target customer
– The size and growth rate of the market
• Sales Strategy
– The channels to be used to go to market
– Sales strategies

9. Leaders & IP
• Management Team
– Senior managers, and their relevant
skills/experience
– Any open positions, and the key skills needed
– Advisors (but only the good ones)
• Intellectual Property-- significant patents
or other key intellectual property

10. Owners & Projections
• Ownership and Control
– Board of Directors
– Capitalization table
• Summary Financial Information
– Five year projections
– Exit scenarios

11. $$$
• Capital Needs
– Funds already invested by management and
outsiders (who are they)
– Current capital needs
– Projected use of funds
– Future financing plans (“Capital Access
Plan”)
– Pre-money valuation of the Company
and terms of the current offering

12. Closing
• Conclusion/Summary
– Summarize the main points
– Call to action
– Thank you

13. Pitfalls
• No exit plan
• “no competition”
• Jargon/acronyms
• Too many words per slide/no graphics
• Not telling how you’ll make money
• Unrealistic projections
• “If I just capture 1% of the market…”
• Reading slides
• Mistakes/misspellings (not mispellings)

14. Were you listening???
What do investors look for
in your presentation?
Canaan Pitchbook

22. Candace Klein, J.D.
Founder & CEO
SoMoLend

26. Commercial
Loan Volume

27. Banks
Local
Governments
Business
Associations
Corporations
Individuals

28. E
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30. Candace Klein / Chief Executive Officer
• Founded Bad Girl Ventures in 2010
• 4 years as an attorney, 6 years as a lobbyist
• 4 bachelors degrees, and a J.D. from Northern Kentucky
University
Christopher Calvert / Chief Operations Officer
• Senior Strategic and Business Development Officer for Axcess
Financial
• Former consultant for Arthur Andersen, Ernst & Young and Brady
Ware Capital
• BS in Finance, Miami University, and J.D., University of Cincinnati
Michael Hawkins / Chief Technology Officer
• Over 16 years of software engineering, product
management and business development experience
• Product and technology leader at organizations including
startup, mid-size and large global companies
Cheryl Stamm / Vice President, Sales
• 25 years sales management in the software industry
• Former VP of Sales for Balanced Insight, Inc.
• 6 years at SAS Institute as Sr. Sales Director

31. Directors
Rahul James Alexander Madeleine Todd Candace Klein
Bawa Ludlow Federman
Advisors
WorkWear
Vidar Jorgenson, Craig Hopewell, Carlin Stamm,
Corp.
CEO Former In-House Former Division COO
Counsel
Jack Wyant Madeleine Ludlow, Mark Richey,
Former CFO Pricipal
Dustin Garis,
Marketing Director

33. Financial
Overview
2012 2013 2014 2015 2016
Revenue
Transaction Fee Revenue $245,320 $5,045,363 $16,000,000 $45,000,000 $60,000,000
Advertising $0 $0 $250,000 $500,000 $1,000,000
Data Sales $0 $0 $250,000 $500,000 $1,000,000
Total Revenue $245,320 $5,045,363 $16,500,000 $46,000,000 $62,000,000
Transactions
Number of Loans (with revenue) 207 4,025 26,667 75,000 100,000
Average Loan Amt $40,000 $30,000 $30,000 $30,000 $30,000
Expenses
Total Operating Expenses $600,832 $1,104,192 $4,210,000 $10,470,000 $13,500,000
Development Costs $286,000 $1,040,000 $2,600,000 $3,900,000 $4,500,000
Total Transaction Expenses $99,517 $413,750 $3,306,667 $9,300,000 $12,200,000
Legal $108,594 $120,000 $300,000 $400,000 $500,000
Subtotal $1,094,943 $2,677,942 $10,416,667 $24,070,000 $30,700,000
Net Income ($849,623) $2,367,421 $6,083,333 $21,930,000 $31,300,000

34. Legal
CincyTech
North Coast (IP &
Angels Securities)
Queen City 15
0K 25
Angels
15
0K
0K 24 30%
41 Holekamp Operations
Individu 0KVentures, LLC Software
al 0K Development
Investors

35. SoMoLend Founded: May 2011 2011 2012 2013
MILESTONES Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Technology
Alpha (Borrower UI, Key)
Beta 1 (Lender UI)
Beta 2 (Peer-to-Peer)
Beta 3 (Mobile App)
Full Rollout
Loans
Closed on 15 Loans
Lenders
$1M LOI (Key Bank)
41 Insitutional Lenders
235 Individual Lenders
1,000 Individual Lenders Anticipated
Borrowers
100 and Growing
450 and Growing
1,100 and Growing
3,000 Projected
10,000 Projected
IP
Provisional Patent Application Filed
Final Patent Application Filed
Regulatory
JOBS Act Signed into Law
Lead CFIRA Industry Group
General Solicitaion Permitted
Crowdfunding Legal

36. $7.5
Mobile App
Customer
Automating Service
Technology
$5M
Customer
still seeking Acquisition

38. Questions?
Candace Klein
1220 Vine Street, Suite 5
Cincinnati, Ohio 45202
859.803.9499
Candace@SoMoLend.com