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Template Investor Deckby Alexander Jarvis

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Follow and connect with me

• @ADJBlog

• https://angel.co/alexander-jarvis

• sg.linkedin.com/in/alexanderdjarvis/

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• This is a guide to writing your initial pitch deck for

investors, which you ideally send prior to a meet• This is orientated to Seed stage companies

• More detail will be needed when you go further in

discussions

• It is impossible to have a perfect template• Every business is different, so certain slides such as

product will need to be changed to suit your

industry/business model

• Metrics/KPIs etc all need to be changed to your business

model and stage

• Appearance matters, change it to suit your brand

Notes

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Pitch to [Investor]

Date: 31 Jan 2014

Company Name

Company tag line

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Elevator Pitch

X for Y:

Pitch:

Widget is über for food delivery in the home

segment

Widget is the most convenient way for affluent

customers in Singapore to have canned goods

delivered to their home at no cost

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Summary

Category/ Business

model

• Sector: FinTech

• Customer: SME to mid-size enterprise

• Revenue model: Transaction fee

• Pricing: $4 per transaction, anticipate 5x per year

Geographic focus• Current: Singapore (HQ, development in Bangalore)

• Future: Malaysia, India and Thailand

Stage• Revenue: Not yet

• Last fund stage: Angel (Closed Dec 2014)

• Founder investment: $50k from CEO

Investment sought• Amount: $1m

• Structure: Priced round, Series-A

• Commitments: $200k from 2 investors

Team

• Founders: 2

• Staff (Ex founders): 5 (3 FTE and 2 PTE)

• Composition: Marketing: 1, Tech: 1, Sales: 0, Other: 0

• # staff convinced to quit their job: 2 (1 in pipeline)

Other• Founded: June 2012

• Months live: 3

• Months worked on: 9

Objectives • Desired exit: ~$100m in 5 years

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Company History

Founded: Mar 2012

Invest: Founder commit $50k

Beta launch: Aug 2012

1st paying cust: Sep 2012

20th paying cust: Nov 2012

Milestones

Hired CTO: Nov 2012

:

:

:

:

:

Investors

Investor logo Investor logo

Investor logo Investor logo

Raised • $500k

Lead • Jungle Ventures

Summary Cap Table

Founder • 90%

Investor • 10%

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TeamFounders

Key Team

Advisors

Founder

ImageCEOJohn

• Role: Manage product, responsible for sales

• History: Head of Google product (Finance), Bus dev IBM (EMEA)

• Stats: Age: 31, Experience: 15 years

• Education: IIT Kampur

Founder

ImageCTOMary

• Role: Core architecture, manage tech team

• History: CTO of Kayak, Lead dev of Whoops (Failed startup)

• Stats: Age: 29, Experience: 12 years (3yr PHP contribution)

• Education: Stanford dropout (Started company)

Team Image• Name: Simon Reddy

• Role: Lead dev

• Experience: 5yr at YahooTeam Image

• Names: Mike Delaney

• Role: Lead dev

• Experience: 5yr at Yahoo

Advisor Image• Name: Man Martell

• Role: General help

• Position: Growth at YahooAdvisor Image

• Name: Mark Zuck

• Role: CTO advise

• Position: CEO Facebook

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Problem

The problem• People eat a lot of food, but get busy and dont have time to buy

• No convenient solution exists to have canned food deliver to home on

spec, in a timely manner

Alternatives

• Stores close early and customers are too lazy to go to them on

weekends

• Services like Taskrabbit are too much work

• Most customers presently raid their larder or go hungry

Why really needed• Alternatives are severely limited and security is paramount. These are

the key drivers we seek to ameliorate

Proof• Gartner states 20% of customers aged 20-31 define lack of food

options as being a high to medium issue

• Early customer feedback has been very positive

Source: Support what you have said

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Our Unique Solution

Our solution

• Widget is a mobile and web platform that enables customers to order

28% of most popular canned foods and have it delivered in the metro

areas of Singapore faster than any alternative channel

• Our cloud based, social, local tech is part of the matrix

How we are unique

• Faster: Our logistical route planning tech enables food to be delivered

in under an hour. Other providers use old tech and so can’t respond as

fast

• Dynamic pricing: Links to suppliers

How much better• Faster: we are 3x faster than Tesco

• Cheaper: we are 15% cheaper than lowest cost alternative

Special sauce• Our CTO has built the platform before in another industry and can

continually iterate to keep ahead of competition. We will be 2 years

ahead of any new entrant given the dev time requirement

Source: Support what you have said

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• What is specific to your business that will enable you

to beat competition• e.g. 2 years ahead in research

• What competitive moats / barriers to entry can you

create• e.g. exclusivity with suppliers

• Do you have unfair advantages?• e.g. Dad is Finance minister and will block entrants

Unfair Advantage

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Product - [Key Functionality]

Product screenshot

• Search: Find food you want using NLP

• Track: Logistic engine tracks time to

delivery dynamically

• Sort: Find what your want by category

• Schedule: Pick the time that suits the

customer best

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Product - [Category mix]

Product screenshot

• Supplier relationships: depth of

contacts across manufacturers

• Supply chain management: API to

multiple providers to update availability

• Inventory forecasting: able to predict

popular items to ensure stock

availability

• Promotions: Easily push promotions

based on forecasting tool

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Customer Traction

Context• Months live: 5

• Paid marketing months: 3 (Small tests)

Traffic• Uniques (Monthly): 15k

• Direct: 35%

Conversion • Trial to paid: 15%

Marketing• Paid spend: $3k

• CAC: $25

Users• Signups: 20

• Paying: 5

Revenue• MRR: $5k

• MRR growth: 22%

• ARPU: $12

Customers • Major pilot with Taobao to sell to merchants in discussion

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Market Size Opportunity

$2bn $1bn$5bn

TAM SAM SOM

Assumptions Assumptions Assumptions

• Top down research

• Bottom up analysis

• Top down research

• Bottom up analysis• Bottom up analysis

Source: Support what you have said

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Competitive Landscape

Fast

Slow

High

Value

Low

Value

Widget

Comp

Comp

Comp

Comp

Comp

Comment

Comment

Comment

Source: Support what you have said

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How we are Different to Competition

Competitor

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• $25m

• Accel

• e.ventures

• Focused on

reclusive aristocrats

in NYC

• Our platform is more dynamic and

scalable due to scalable core

architecture (Mongo, Scala, AngularJS)

Competitor

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• $2m

• Red Point

• Malaysian focus,

similar to our market

• More experienced team

• Better UI/X

Competitor

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• $500k

• Angels• Focus • Differences

Competitor

logo• x • Focus • Differences

Competitor Funding Focus Difference

Source: Support what you have said

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Timing and Trends

Trend Implication

Trend

Trend

Trend

Trend

Trend

• What are the key trends supporting this business

• Why is the market ready

• Why will customers flock to the new offering

• Why is the timing right

• What has changed to enable this model to work (e.g.

server costs, social media, mobile penetration)

Source: Support what you have said

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Go to Market Strategy

• Initial customer focus

• Contacts you have to leverage

• Focused group to get traction with

• Comments on their problem and how

solve and how access

• Use of upset and expansion across lines

• Categories of customers targeted and via

what channels (as applicable)

• County focused on • Countries focused on • Regional/global focus

• How get initial traction

• Finding evangelists

• How acquired

• How acquire customers

• What channels

• How do marketing

• Marketing strategies

• Strategic partnerships, channe sales etc

• Marketing strategies

• Integrations etc

Sale

s a

nd

Chan

nels

Targ

et

Regio

n

Targ

et

Clie

nts

an

d O

ffe

ring

Traction Build Scale

Source: Support what you have said

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Transaction fee $4 $4 $4

Subscription fee None $29 p/m per user$59 p/m per user +

$1k per annum

Target Market /

SegmentationAffluent professionals

Up to 50 employee

companies

Up to 200 employee

MNCs

CAC/LTV• CAC: $25

• LTV: $110

• CAC: $25

• LTV: $110

• CAC: $25

• LTV: $110

Offering• Basic service

• 1 hour service

• Monthly billing

• 45min service

• Itemised billing

• 30min service

Individual SME Enterprise

Business / Revenue Model

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Financials

0

50

100

150

200

250

2015 2016 2017 2018

Transaction Advertising

Revenue Forecast

Metric 2015 2016 2017 2018

Revenue $500k $2m $10m $75m

EBITDA ($1m) ($6m) ($1m) $12m

EBITDA Margin NM (70%) (30%) 16%

Funding $1m $5m $15m $40m

Key Metrics

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Financing Round

Raise • $2m

Targeted Close • March 2015 (3 months)

Structure

• Priced equity round

• Preference shares

• 1x liquidation preference

• Other standard terms (e.g. board seat for lead investor)

Desired investor • Undersand food market, wide network in SEA

Commitments• Soft commitments of $200k from Index and Kite Ventures

• Looking for lead investor

Application

• Runway: 18 months (Assuming no revenue)

• Founder salaries (p/m): $7k

• Marketing: 30% (Paid Facebook)

• Tech development: 20% (Hire 5 more developers)

• Other staff and HR: 20% (Hire Head of Sales)

• G&A: 30% (Expand to new office and add new servers)

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Funding Milestones to be Achieved

Financial• Revenue: $1.2m ARR in June 2016 (9 months)

• Revenue: $1.2m ARR in Dec 2016 (15 months)

HR• Hire Head of Sales (End of 2015)

• Add 5 developers (Mid 2015)

• Hire 2 performance marketers (Mid 2015)

Product• Expand feature set to meet enterprise customer needs

• Develop logistics engine

Marketing / Sales• Hit 200 paying customers (June 2015) and 500 (Dec 2015)

• Reduce CAC to $50 in individual channel and $250 in enterprise

Operations• Relocate to Singapore (Mid 2015)

• Expand to Thailand (Dec 2015)

ContactJim Jones

CEO

jim@jones.com

Linkedin: www.linkedin.com/jimjones