I’ve read several books on presentations and innumerable articles. I even have an entire category on this blog about pitching. But the article on Business Insider by Troy Wolverton, This Silicon Valley founder is an expert in designing presentations, has some excellent advice I’ve not seen before from Mitch Grasso, founder and CEO of Beautiful.AI.
Grasso is a former software designer and serial entrepreneur who has raised millions of dollars in venture funding. Two of his startups, including Beautiful.AI, have focused on presentation software.
Here’s his list of what to include in a pitch deck:
Founder-market fit. Outlining how your team is the team that is best suited to solve this problem or pursue this opportunity is paramount. Aside from the West Coast bias in favor of Stanford, most investors could care less about your academic degrees. What they want to know about the team is what experience and skills they bring to bear on the problem they are solving. I almost never seen pitch decks do this; founders tend to list all their academic degrees and maybe jobs they have held at hot startups.
Product differentiation. Ok, you’ve heard this one before. But Grasso lists it number two for a good reason. There is a sea of products and services out there. What makes your product not only different but why it is better than anything else on the market?
Why now? Founders tend to totally overlook the issue of timing. But timing is critical: too early and you won’t have the necessary infrastructure to support your product; too late and the competition will have staked out the market. Founders need to explain why their product couldn’t have been successful previously.
Grasso sums up with this advice:
All this stuff about traction and go-to-market and business plans, that becomes important as you move further along, but in the earlier stage, it’s more about that vision. Its about convincing rather than showing the data.
But here’s what separates Grasso’s pitch advice from everyone else’s: he outlines what to leave out:
Potential acquirers. Doing this signals to investors that the entrepreneur isn’t committed to the company long term.
Top down market analyses. Painting a picture of a very large market then promoting the idea that the startup just needs a tiny fraction of that market is one of my pet peeves! If you want to demonstrate to investors you are a rank amateur take this route. Otherwise you need to present a bottoms-up analysis: how will your sales and marketing efforts acquire the early adopters? Then later adopters? etc. You should be able to defend your customer acquisition cost projections, as well as your lifetime customer revenue projections.
The five-year business plan. This is a holdover from the last century – I did my share of them. I call this Excel fiction – and it won’t make the best seller list. Even three years is a stretch, but stretch you must.
Here’s Mr. Grasso’s bottomline: “At the end of the day, the pitch is about you, and if you can’t convince somebody of your idea without a pitch deck, then you probably don’t know your idea well enough.”