Template Investor Deck

by 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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 Notes
• 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

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Company Name

Company tag line

Pitch to [Investor]
Date: 31 Jan 2014
 Elevator Pitch

X for Y: Widget is über for food delivery in the home

segment

Pitch:
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
• Sector: FinTech
Category/ Business • Customer: SME to mid-size enterprise
model • Revenue model: Transaction fee
• Pricing: $4 per transaction, anticipate 5x per year
• Current: Singapore (HQ, development in Bangalore)
Geographic focus
• Future: Malaysia, India and Thailand
• Revenue: Not yet
Stage • Last fund stage: Angel (Closed Dec 2014)
• Founder investment: $50k from CEO
• Amount: $1m
Investment sought • Structure: Priced round, Series-A
• Commitments: $200k from 2 investors
• Founders: 2
• Staff (Ex founders): 5 (3 FTE and 2 PTE)
Team
• Composition: Marketing: 1, Tech: 1, Sales: 0, Other: 0
• # staff convinced to quit their job: 2 (1 in pipeline)
• Founded: June 2012
Other • Months live: 3
• Months worked on: 9
Objectives • Desired exit: ~$100m in 5 years

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 Company History
Milestones Investors
Founded: Mar 2012
Raised • $500k
Invest: Founder commit $50k
Beta launch: Aug 2012 Lead • Jungle Ventures

1st paying cust: Sep 2012

20th paying cust: Nov 2012 Investor logo Investor logo
Hired CTO: Nov 2012
: Investor logo Investor logo
:
: Summary Cap Table
:
: Founder • 90%

Investor • 10%

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 Team
Founders
• Role: Manage product, responsible for sales
Founder CEO • History: Head of Google product (Finance), Bus dev IBM (EMEA)
Image John • Stats: Age: 31, Experience: 15 years
• Education: IIT Kampur

• Role: Core architecture, manage tech team

Founder CTO • History: CTO of Kayak, Lead dev of Whoops (Failed startup)
Image Mary • Stats: Age: 29, Experience: 12 years (3yr PHP contribution)
• Education: Stanford dropout (Started company)

Key Team
• Name: Simon Reddy • Names: Mike Delaney
Team Image • Role: Lead dev Team Image • Role: Lead dev
• Experience: 5yr at Yahoo • Experience: 5yr at Yahoo

Advisors
• Name: Man Martell • Name: Mark Zuck
Advisor Image • Role: General help Advisor Image • Role: CTO advise
• Position: Growth at Yahoo • Position: CEO Facebook

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 Problem

• People eat a lot of food, but get busy and dont have time to buy
The problem • No convenient solution exists to have canned food deliver to home on
spec, in a timely manner

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

weekends
Alternatives
• Services like Taskrabbit are too much work
• Most customers presently raid their larder or go hungry

• Alternatives are severely limited and security is paramount. These are

Why really needed
the key drivers we seek to ameliorate

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

Proof options as being a high to medium issue
• Early customer feedback has been very positive

Logo Source: Support what you have said

 Our Unique 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
Our solution
areas of Singapore faster than any alternative channel
• Our cloud based, social, local tech is part of the matrix

• 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
How we are unique
fast
• Dynamic pricing: Links to suppliers

• Faster: we are 3x faster than Tesco

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

• Our CTO has built the platform before in another industry and can
Special sauce continually iterate to keep ahead of competition. We will be 2 years
ahead of any new entrant given the dev time requirement

Logo Source: Support what you have said

 Unfair Advantage
• 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

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 Product - [Key Functionality]

• Search: Find food you want using NLP

• Track: Logistic engine tracks time to

delivery dynamically

Product screenshot
• Sort: Find what your want by category

• Schedule: Pick the time that suits the

customer best

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 Product - [Category mix]

• Supplier relationships: depth of

contacts across manufacturers

• Supply chain management: API to

multiple providers to update availability

Product screenshot
• 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
• Months live: 5
Context
• Paid marketing months: 3 (Small tests)

• Uniques (Monthly): 15k

Traffic
• Direct: 35%

Conversion • Trial to paid: 15%

• Paid spend: $3k

Marketing
• CAC: $25

• Signups: 20
Users
• Paying: 5

• MRR: $5k
Revenue • MRR growth: 22%
• ARPU: $12

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

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 Market Size Opportunity
TAM SAM SOM

$5bn $2bn $1bn

Assumptions Assumptions Assumptions

• Top down research • Top down research

• Bottom up analysis
• Bottom up analysis • Bottom up analysis

Logo Source: Support what you have said

 Competitive Landscape
Fast
Comment
Widget

Comp
Comp
Comment

Low High
Value Value

Comp
Comp

Comp Comment

Slow

Logo Source: Support what you have said

 How we are Different to Competition
Competitor Funding Focus Difference

• $25m • Focused on • Our platform is more dynamic and

Competitor
• Accel reclusive aristocrats scalable due to scalable core
logo • e.ventures in NYC architecture (Mongo, Scala, AngularJS)

Competitor • $2m • Malaysian focus, • More experienced team

logo • Red Point similar to our market • Better UI/X

Competitor • $500k
• Focus • Differences
logo • Angels

Competitor
• x • Focus • Differences
logo

Logo Source: Support what you have said

 Timing and Trends
Trend Implication

• What are the key trends supporting this business

Trend • Why is the market ready
• Why will customers flock to the new offering
• Why is the timing right
Trend • What has changed to enable this model to work (e.g.
server costs, social media, mobile penetration)

Trend

Trend

Trend

Logo Source: Support what you have said

 Go to Market Strategy
Traction Build Scale
Target Clients
and Offering

• Focused group to get traction with • Use of upset and expansion across lines
• Initial customer focus
• Comments on their problem and how • Categories of customers targeted and via
• Contacts you have to leverage
solve and how access what channels (as applicable)
Region
Target

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

Channels
Sales and

• How acquire customers

• How get initial traction • Strategic partnerships, channe sales etc
• What channels
• Finding evangelists • Marketing strategies
• How do marketing
• How acquired • Integrations etc
• Marketing strategies

Logo Source: Support what you have said

 Business / Revenue Model

Individual SME Enterprise

Transaction fee $4 $4 $4

$59 p/m per user +

Subscription fee None $29 p/m per user
$1k per annum

Target Market / Up to 50 employee Up to 200 employee

Affluent professionals
Segmentation companies MNCs

• CAC: $25 • CAC: $25 • CAC: $25

CAC/LTV
• LTV: $110 • LTV: $110 • LTV: $110

• Basic service • Monthly billing • Itemised billing

Offering
• 1 hour service • 45min service • 30min service

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 Financials
Revenue Forecast
250

200

150

100

50

0
2015 2016 2017 2018
Transaction Advertising

Key Metrics
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

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 Financing Round
Raise • $2m

Targeted Close • March 2015 (3 months)

• Priced equity round

• Preference shares
Structure
• 1x liquidation preference
• Other standard terms (e.g. board seat for lead investor)

Desired investor • Undersand food market, wide network in SEA

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

Commitments
• Looking for lead investor

• Runway: 18 months (Assuming no revenue)

• Founder salaries (p/m): $7k
• Marketing: 30% (Paid Facebook)
Application
• 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

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

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

• Hire Head of Sales (End of 2015)

HR • Add 5 developers (Mid 2015)
• Hire 2 performance marketers (Mid 2015)

• Expand feature set to meet enterprise customer needs

Product
• Develop logistics engine

• Hit 200 paying customers (June 2015) and 500 (Dec 2015)
Marketing / Sales
• Reduce CAC to $50 in individual channel and $250 in enterprise

• Relocate to Singapore (Mid 2015)

Operations
• Expand to Thailand (Dec 2015)

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 Contact
Jim Jones
CEO
jim@jones.com
Linkedin: www.linkedin.com/jimjones