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Investor presentation

The follow on deck, 2nd impressions

The follow on deck, 2nd impressions

The question "can you give some more info on this" after your first pitch almost always gets answered by another slide deck. These "follow on decks" have a different purpose and context than your main pitch deck:

  • The audience knows/has bought into the main idea of your story, so no need for "emotional story telling drama" here, the recipient just wants to get specific questions answered here.
  • The content of the slides will be more factual, data-intense
  • The substance of the deck is likely to be very specific for this particular requester, and you are unlikely to have time to invest 2 weeks of design effort in follow up slides to dozens of investors / prospects.

Some design guide lines for these types of decks:

  • Answer the questions asked in a focused way, don't just dump more slides from the appendix in a new file. You can even set up the deck in a sequence of alternating trackers with the question, plus a slide with the answer.
  • Don't stick in the exact same slides as you had in your first deck. People can read/hear, and apparently they were not clear enough the first time around. If you have to, use an existing slide that she already has seen, but add big circles, or bright explanation boxes with the required clarification
  • Use a sober, down-to-earth format (like the one used here at SlideMagic), that makes you look credible and professional, transparent (no flashy graphics are needed to clarify your points), and efficient (you did not waste a lot of time/money on over polishing a deck that is basically just a quick memo).

Cover image by Priscilla Du Preez on Unsplash

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Send decks, not links

Send decks, not links

A short summary of Mark Suster's blog post where he argues that startups should send VCs the entire file, not a link:

  • Tracking, tracing, monitoring, of who read what where and how long actually discourages people
  • He likes to file his documents to come back to them later to look at development and self-destructing links to not allow that
  • It adds friction to an already short 3 minute process
  • (And I would add: do what the VC is used to, and most of them have been dealing with decks since the 1990s)

What is a good deck for sending? Well, one that does not contain confidential information: product pipelines, salaries, etc. Assume that your competition will read the slides sooner or later, and there should be no harm when this happens. I have seen it on the other side with my clients, they would forward me a deck of a competitor and we would actually not get any info out of it, but rather admire that powerful pitch that the others created. So, it might actually be a benefit if your competitors see your slides :-)


Cover image by Dmitry Ratushny on Unsplash

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The "deck for sending" becomes more important

The "deck for sending" becomes more important

You used to design a deck for presenting live, and then tweak it a bit to make it suitable for sending / reading in an email. More and more, I end up doing the opposite (at least for fund raising pitches). You create a deck that can be understood without a live presenter, and then make adjustments for an in-person pitch.

  • Business communication gets more efficient in general: fewer, shorter meetings, informal communication
  • People (think they) know how to read a fund raising pitch, in a sense their structures are very similar
  • More and more pitches happen between fund raisers and investors in different locations (lots of pitches to Asian investors)

Your old enemy was the audience falling asleep, checking out by opening the smartphone, the new enemy is the mouse click (page down, or worse: "close"). Given this, it is as difficult to design a good deck meant for reading than it is to create a TEDTalk-style deck for stand up presentations. 


Cover image by Kristina Tripkovic on Unsplash

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Pitch deck alternatives

Pitch deck alternatives

Venture capitalist Fred Wilson describes 3 alternatives to the traditional pitch deck:

  1. Short video
  2. Short podcast interview
  3. A well-written letter

They are all great suggestions, some observations:

  • All these are substitutes for the "first shot" pitch deck, where the VC is absorbing your idea for the first time, as Fred says to find out: "if they are a fit with our thesis and of interest to me and my colleagues at USV" He will spend a few minutes max on these pitches. You still will need other, more elaborate materials in the next stages of due diligence.
  • See how important information about you, the founder is: videos and podcasts give away a lot about you as a CEO, entrepreneur, people manager, Board Member
  • All of the above are as hard to get right as a good traditional pitch deck (especially the letter is really tricky). Just recording a video in itself will not give you a better chance to succeed. Seeing the first 10 seconds of a poor video, or reading through the first bullet of a poor slide deck are equal turn offs.

Cover image by Daniel McCullough on Unsplash

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Quick reformat of the YCombinator Seed Deck Template (free)

Quick reformat of the YCombinator Seed Deck Template (free)

The application deadline for the next YCombinator is coming up and the incubator posted a suggested seed-stage investor pitch deck template. I quickly ran the template through a make over process using templates available in my store. The resulting pitch deck template can be downloaded free of charge.

Some comments:

  • This is a seed stage pitch deck for an investor which has very specific opinions/requirements about sourcing investments: early stage, seed stage businesses are extremely fluid and change/pivot so many times that there is little point in long-winded elaborations, given the volatility of these extremely early stage businesses, the team is the biggest indicator whether there is a chance that the company will be successful.
  • YCombinator is proud that they can see through fancy-looking decks, you probably even get points for not wasting time on PowerPoint slides, and instead focusing your efforts on the company (pretty much the philosophy behind SlideMagic). This might not work with all investors (hence the slide upgrade in look & feel in my remake).
  • The big selling point in this deck is obviously the placeholder for traction and growth, not many early stage companies will be able to produce the numbers for that "hockey stick" (yet).

All in all, these are good guidelines for crafting a pitch deck for a highly knowledgeable investor. I would up the graphical finish just a notch to make it look more pleasing, without overdoing it. That's what my template tried to do. 


Cover image by Evan Kirby on Unsplash

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Pitching your startup

Pitching your startup

Here is a nice post on the Stripe Atlas site about pitching your startup. It is written from the perspective of a very early-stage startup pitching for a seat in an incubator such as Y Combinator. (If the entrepreneur is not yet that experienced, an achievement like having climbed Mount Everest adds a datapoint about persistence).

Here are some quotes that struck me from the post:

  • "Explain assumptions in your pitch like you would to a smart friend in a different field."
  • "The investor is not your user, so pitching users and pitching investors are completely different."
  • "This pitch says nothing, in 18 words: COMPANY will help e-commerce stores sell more products using cutting-edge AI-enabled algorithms and machine learning."
  • "Clarity is particularly important when you’re tackling recently popular ideas, like blockchains or machine learning"
  • 'Your reviewer will read literally thousands of data points today–the average pitch includes more than 10. No one can remember that many arbitrary numbers, so reviewers compress them to “zero”, “non-zero”, and “impressive.”'
  • 'Nobody has ever written in their comments on a company “Wow, their sign-in screen blew me away. I want to invest in that sign-in screen.” '
  • "Risk-taking is encouraged in startups; stupid risks are not. Walking into the office of a person in a position of authority without a meeting scheduled is a risk, but it suggests ambition and sales ability. Describing crimes you’ve committed generally suggests poor judgment."

The people evaluation bit of this Y Combinator screening process seems very similar to the way we were on the lookout for new talent in McKinsey. Especially for young hires with little work experience, you had to comb for indicators of possible future success, fit. In every interview you really wanted the candidate to succeed. And the dialogue with the candidate, the way she responded and thought was very important.


Cover image by Samule Sun on Unsplash

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"Familiar" investment ideas

"Familiar" investment ideas

Investors keep on insisting on simple and short pitches, cut pages, cut time, simplify. I don't think that there is a problem with the investor's IQ, there is not reason to dumb down your story.

What might be happening is that your business actually is very familiar to the investor. She has heard similar stories a thousand times before. A gig economy idea in a new market segment, a me-too business in a different country, a new Internet security technology, semi conductors that are a factor 10 faster, a new private equity fund that promises to be really hands on with portfolio companies.

While your business is new, the investor has learned 90% of the context in previous presentations. Talking 10 minutes about how successful Uber is and how this idea can be applied to other sectors is a waste of time.

Simplify/shorten your deck means: I understand already a lot, let's go to the interesting bit.


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First attempt at a generic startup pitch flow

First attempt at a generic startup pitch flow

Below is an example of how you could stitch (I don't want to call it "Frankenstein") a startup pitch deck together using the slides that are available in the template store. It is tricky to design a generic startup up, the upfront bit of these decks is highly specific to the company and the marketing it is operating in. Towards the back, things get more generic (team, financials, pipeline, roadmap, etc.).

I will give this template a bit more thought, and I will also turn my attention to other standard presentations such as quarterly results presentations, kick off documents, Board meetings, etc.

The deck above can be pieced together from individual slides in the template store, or downloaded in one go here (4:3 PowerPoint only for the bundle). Have a close look before you do to make sure this is the flow that fits your company. Subscribers can download at no extra cost and experiment freely.

Cover image by Jomjakkapat Parrueng on Unsplash

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Should you send a short "teaser" deck to a VC?

Should you send a short "teaser" deck to a VC?

Here is an interesting reply on Quora:

The answer seems like common sense. "Short" and "long", "tease" and "bore"

  • Don't send a "short" 3 page slide deck crammed with font size 8 text
  • Don't send a 3 page deck that is so vague and mysterious that the VC does not understand what it is about ("do you want to share our journey that will revolutionise personal finance?")
  • Don't send a super looooong slide deck does not get to the point even on slide 15 because you are still setting the market context and ticking of the hottest buzzwords
  • Don't send a long slide deck full of (confidential) details about your finances, product pipeline and roadmap, competitive strengths and weaknesses and the last Board decisions

"Short" and "long", "tease" and "bore", the smart approach sits somewhere in the middle. VCs are usually reasonably intelligent, and have likely seen many, many pitches from companies that operate in the same field as you do.

You could almost compare this to you checking out a web site of a new competitor to your business in your industry. After a few seconds, you either utter a sigh of relief, or get that feeling, "hmm, this could actually be pretty good". The VC will look at your deck in pretty much the same way.

Photo by Paul Dufour on Unsplash

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Quarterly performance summary: lots of different KPIs on a page

Quarterly performance summary: lots of different KPIs on a page

I often use the slide below in quarterly investor presentations for large corporates. How to give a quick overview of the key financials in one chart?

A chart with an overview of the main financial indicators of the last quarter

A chart with an overview of the main financial indicators of the last quarter

This chart is an example of why often a "manual" chart is much more powerful than a simple copy and paste from Excel:

  • The chart contains values that can differ vastly in range: sales can be 100s of billions of dollars, EPS can be less than a dollar. Margins are percentages, not dollars.
  • Despite this, I forced the Q1 column of each of these values to be the same. In the underlying spreadsheet, they will all say "100". The other values are calculated as a relative value compared to this 100. To accentuate this in the chart, I connected the left columns with a dotted line.
  • As a result, all labels in the chart need to be filled out by hand, the same for the growth bubbles which I placed over the columns (again a bit unusual)

You can download this KPI chart from the template store.

Photo by Sabri Tuzcu on Unsplash

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Presenting your team

Presenting your team

Presenting your team. Team slides are tricky: there is so much to tell when you have 3 people with a 20 year career. Where to start?

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We only have 5 minutes...

We only have 5 minutes...

We only have 5 minutes... I noticed that my best decks are often the ones that were designed for very short time slots, usually pitch competitions where a speaker would have 5-10 minutes to give it all. Why?

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The "deck for sending"

The "deck for sending"

The deck for sending. The focus of my design work has shifted over the past years. The most important objective of my client's presentations is to make a good impression as an attachment to a "cold email". What is a good summary presentation that you can send ahead of a (possible follow up) meeting?

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A list of presentation mistakes

A list of presentation mistakes

A list of presentation mistakes. Looking back at recent client work, the V1.0 briefing decks I saw, here are some of the mistakes I encountered. Not a complete list, not in the right order, just some examples that came across my desk the past few weeks.

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The purchaser vs the investor

The purchaser vs the investor

Tech product pitches are different for a enterprise IT purchase officer and an investor.

The purchasing department might be interested in the full list of user benefits, a detailed description of the features, all written in a language that sounds familiar and resembles the one that is used by the billion dollar tech giants, creating a sense of security that they are dealing with a stable product company that knows what it is doing.

The investor is probably too impatient to read through long tech marketing copy highlighting benefits such as productivity, efficiency, scalability, central dashboards. Yes, there is one box to tick whether the company is able to sell to corporate IT departments, but the bigger question is whether this technology fills a big enterprise need that should be very easy to explain. On the back of that, it should be logical to understand why existing players have not/could not have solved this.

Marketing pitch <> Investor pitch.


Image via WikiPedia

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Consistency in financials

Consistency in financials

Financial projections of new business ideas are totally made up / not accurate, so being of by a few million here and there would not matter? We can make quick changes in our financials in the presentation slides, and then "forget" about updating our financials spreadsheet with the new information. 

While the absolute numbers of your financial model might be totally pulled out of the hat, it is the thought process of how you got to them that is still valuable for investors. How does your business model work? What would I have to believe in order for your year-5-dream-scenario to come true?

And that model should be consistent across all your documents: presentations, spreadsheets, budgets, everything:

  • Discrepancies make you look sloppy (a little preview of things to come when you need to work together with an investor on a Board)
  • A consistent model of totally made up numbers makes sure that everything is, well, consistent. If you just slashed sales & marketing cost by 50% but maintain the same amount of sales people, something goes wrong.
  • Inconsistencies make it harder to understand your story for an outsider. If sales are $50m on one page and $49m on another people get confused. You established "$50m" as a mental shortcut for year-5-sales-in-the-most-optimistic-scenario, and all of a sudden you create a new shortcut.

So, even if nobody can predict the future accurately. there is still value to create a consistent financial model the same way as you would for a business in which you know every single detail (next year's budget of an established company for example).

What can you do to incorporate the fact that numbers are highly uncertain?

  • Round things up to whole numbers (no $49.569m sales in year 5)
  • Minimise the number of assumptions you put in the model and make cells that are guesses highly visible (I usually mark them bright yellow).  Rather than "guessing" the number of customers for each year, and the number sales people for each year (10 assumptions over 5 years), you could assume a % growth of customers, and a fixed ratio of sales people to customers (2 assumptions).

Slightly more complex models might actually be simpler to understand.

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Checklist for a VC fund investor presentation

Checklist for a VC fund investor presentation

A VC fund who is raising money itself asked me the other day to give some example slides of other VC fund decks I have been working on. Showing slides is not possible because of confidentiality, but I could jot down the usual pieces of content after browsing through a dozen recent ones. Here we go in random order:

  • Bios of the investment team, emphasizing different things: investment exit record (if present), how long people have been working together (in and outside the fund), the diversity of skills the team has (including running operations in a business), the big brand employers they have been working for in the past
  • Examples of deal flow they saw last month (sanitized of course)
  • Their perspective on the particular geography they work in (which sectors are hot, where valuations are reasonable, how things have changed over time, how things compare to Silicon Valley)
  • Their perspective on which technology sectors are attractive, which ones not.
  • The network to potential acquirers of companies they have
  • Returns, investment track record, big exits
  • The story behind how the partners in the fund met
  • What sort of deal flow funnel they want to build (how many companies they see, due diligence, investment, etc.)
  • The legal and organization structure of the fund
  • Quotes from entrepreneurs they invested in about them
  • Social media follower stats
  • Pictures of events for entrepreneurs they organized
  • First page screen shots of industry articles they have written, interviews that were published, images of TV appearances
  • Some sort of competitive map of all funds in the same space, highlighting how they are different without "thrashing" their colleagues
  • A list of achievements they had with their portfolio companies, which clients they introduced, which hires they were involved in, which companies raised follow-on investments
  • Which famous LPs invested in their funds (very confidential stuff)
  • Profile pages of portfolio companies
  • Some sort of BCGmatrix not about products but about portfolio companies, which ones are OK, which ones are stars, which ones are write offs
  • List of advisors
  • A slide with legal terms of the fund (fees, carry, etc. etc.)
  • And: evidence of how uniquely "hands-on" the investment team is with their portfolio companies (every fund says this)

The list goes on! A good investor presentation does not simple tick the above boxes. Every fund story is different and the art of the presentation designer is to pick the right topics, and sequence them in the right way.

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Signing NDAs?

Signing NDAs?

As a professional presentation designer I deal with highly confidential information in almost every presentation I work on. Let's look at NDAs (non disclosure agreements) from different perspectives.

As a founder, inventor, entrepreneur, you have every incentive to get people to sign an NDA before sharing confidential information. You have this fragile idea that anyone could just steal and replicate. Also, NDAs are important when applying for patents. If someone can prove that your idea was "out in the open" without NDA protection, you could lose your claim as its inventor.

Investors see thousands and thousands of deals in a year. Signing an NDA for each single one of them creates some practical problems. You would have to thoroughly check 4 pages of dense legal text for each one of them, you need to keep track of all the agreements over time in order not to forget the thousands of legal obligations you entered into over the course of 20 years. That is the reason most investors won't sign an NDA.

Since investors hold the check book, they are in a pretty strong negotiation position versus the inventor. What to do? In most cases it is possible to explain an idea without signing an NDA. Simply leave the very specific bits out of the pitch. When the due diligence process advances, you might have a chance to get the investor to sign later on, as the probability of making an investment increases.

Even if the investor had bad intentions, it is pretty hard to copy a startup idea after glancing through an investor deck. You need to have the required technical know-how, the team, etc. etc. to make it happen. And even if you have all that, you need to put in the sweat to make it actually happen.

The only investors I would watch out for are those who invested in a complete, direct competitor of your product. Although most investors probably have the ethics to try to keep things separate, it is hard to "unsee" a strategy slide in a deck of a competitor when you are about to make big decisions in the Board meeting of your portfolio company. (There is a broader issue here though, whether this investor is actually a good investor for you in general).

What about designers? Like investors, I tend not to sign NDAs in the early phases of a project discussion. There are so many draft decks coming in, that it is not worth entering a legal agreement just to scope a project. I ask the potential client to send me materials that can be shared without an NDA to make a project quote.

If we end up working with each other, I do sign NDAs (unlike investors), but usually with 2 conditions: they should be capped in time, so that whatever I sign, I know that the obligation will go away at some stage in time and I won't be burdened with legal obligations that I will have forgotten about in 10 years from now. Watch out with the legal language in these contracts. One clause can say that the agreement runs for let's say 3 years, but then another one later on can state that the obligations of the contract last forever (I have seen ones where my children would have been legally bound as well). The second condition is not to include non-competes. They are very hard to define, easy to forget.

Having said that, many of my clients trust me enough that they email me the most sensitive data without any NDA (for example detailed portfolio return data of VC funds). This is usually the case when we have a lot connections in common, and/or, the other party understand that the key asset of an independent designer is reputation, I will go out of business and suffer a major personal blow the second after I spill confidential information, and that might be the best insurance of your confidential data.

 

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Getting through to busy people

Getting through to busy people

Most of the presentations I design are to support a 30 minute discussion with an investor. The hardest part of the fund raising effort is often to get to that 30 minute meeting. Some thoughts on elevator pitches via email.

Most people understand that these emails should be short. But people make the mistake of making the email short by cramming in the entire pitch in as few words possible. The full story gets put on a boiler plate, but the fire is left on too long until there is nothing left: big market, great team, strong user traction, multiple business models.

You don't need to put the entire pitch in 2 lines, your objective is not to land the investment, it is to be invited to a phone call. You want to intrigue enough that it is worth 15 minutes on the phone.

Start with a strong connection. "Your portfolio company CEO [x] thought you might be interested in this." "We are in a complementary field to your other investment"

Bring a new insight, or a surprising fact, without going into the details. "In 2017, nobody pays for dating sites anymore, but 90% of our users do". "Everyone knows that electrical cars will only sell if you can get 500 miles on a charge, our batteries could just enable that". "Google just spent $400m on acquiring a company that we can beat easily"

Avoid empty buzzwords, generic statements, superlative adjectives (300% month-on-month user growth). Keep it human and surprising.

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App demos

App demos

There is one particular customer segment that often requests a quote for a pitch deck: productivity apps (my own app SlideMagic falls in this category).

  • A reasonably complex user interface
  • Taking on long established solutions (Microsoft Office, etc.)
  • Does not require a huge development investment (relatively to other startups)

In most cases, I advice these clients not to invest in a professionally designed pitch deck: the story is usually pretty clear ("PowerPoint is a pain, and we are going to end it") and investors could spot easily whether this is a VC-type investment (something where they can deploy a significant amount of capital and generate a big exit), by looking at the early customer traction numbers.

What can you do without a professional presentation designer:

  • Make a careful budget and see what sort of investor you need, when. If you have not found product market fit with stellar user engagement numbers, it might be too early to splash on customer acquisition, and it is better to continue to boots strap product improvements.
  • Rather than investing in the design of the presentation, invest in the design of the app, and make a killer demo: lots of nice screen shots with commentary, in an intuitive flow that show the magic of your creation.
  • Present a well-thought through budget and release pipeline, showing the stages of development work.
  • Invest a lot of time in understanding your early user base, which segment of your users get hooked, which not.

Image via WikiPedia

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