The document outlines the Sequoia 'deck' framework, part of the Hkovnik toolbox, designed to help companies articulate their business purpose and strategy. It provides a structured approach covering key elements such as company purpose, customer problems, solutions, market size, competition, product details, business model, and team information. The framework emphasizes clarity, understanding customer pain points, and displaying the company's value proposition.

1. Sequoia
“deck”
framework
Part
of
Hekovnik
Toolbox
@hekovnik
/
@filipdobranic
h3p://www.sequoiacap.com/ideas

2. PURPOSE
PROBLEM + SOLUTION
TEAM + PRODUCT + MARKET +
FINANCIALS
Bird-eye view

3. This
is
not
just
a
piece
of
paper
Elements
of
sustainable
companies
Clarity
of
Purpose
Large
Markets
Rich
Customers
Focus
Pain
Killers
Think
Differently
Team
DNA
Agility
Frugality
Inferno

4. 1.
Company
Purpose
• Define
the
company/business
in
a
single
declaraNve
sentence
• Vision
• Mission
• Values

6. 2.
Problem
Describe
the
pain
of
the
customer
(or
the
customer’s
customer).
Outline
how
the
customer
addresses
the
issue
today.
Explicitly
state
your
value
proposiNon!
[fabulousness]

8. 3.
SoluHon
• Demonstrate
your
company’s
value
proposiNon
to
make
the
customer’s
life
beVer.
• Show
where
your
product
physically
sits.
• Provide
use
cases.

10. 4.
Why
Now
• Set-­‐up
the
historical
evoluNon
of
your
category.
• Define
recent
trends
that
make
your
soluNon
possible.

12. 5.
Market
Size
• IdenNfy/profile
the
customer
you
cater
to.
• Calculate
the
TAM
(top
down),
SAM
(boVoms
up)
and
SOM.

14. 6.
CompeHHon
• List
compeNtors
• List
compeNNve
advantages

17. 7.
Product
• Product
line-­‐up
(form
factor,
funcNonality,
features,
architecture,
intellectual
property).
• Development
roadmap.

19. 8.
Business
Model
• Revenue
model
• Pricing
• Average
account
size
and/or
lifeNme
value
• Sales
&
distribuNon
model
• Customer/pipeline
list
• [awesomeness]

21. 9.
Team
• Founders
&
Management
• Board
of
Directors/Board
of
Advisors

23. 10.
Financials
• P&L
• Balance
sheet
• Cash
flow
• CapitalizaNon
table
• The
deal

25. Workshop