1. Darren Westlake

2. • Investor drivers
• Documents:
• Investor presentation/ business plan
• Financials
• The Video
• The Pitch
• Pitch Promotion
How to create a successful pitch
How to create a successful pitch

3. What investors want

4. Investor drivers – what makes them want to
invest?
 Research top 3
 The team
 Market potential
 The idea
 Others
 Competition/USP
 IP
 Ability to understand product/service
 ROI/Exit potential
 Tax breaks
 Traction
Investor drivers

5. The Plan

6. Detailed full Business Plan headings
Executive Summary
Business Owner(s) & Product/Service
Mission Statement
Company Structure
Target Market(s)
Current Opportunity
Projection of Business Future
Financial Summary
Market Analysis
Industry, Yesterday, Today and Tomorrow
Competitive Analysis (Appendix B)
Demographics & Target Market
Entry Barriers
Marketing Strategy
Product/Service
Sales Strategy
Promotion
Pricing Strategy
Web Strategy
Differentiation (Competitive Advantage)
Operations Plan
Location
Operation
Organization Structure
Employees
Space
Capacity:
Critical Suppliers
Financial system
Computer system.
Equipment
Permits and Licenses
Insurance
Contracts
Patents and Copyrights
Credit Policy
Business Plan content

7. Business Plan content
Or…..
 Mission.
 Team. Highlight the past accomplishments of the team;
 Problem.
 Solution. Demo such as a screencast, a link to working software, or
pictures.
 Technology.
 Marketing. Include market size estimates here or in the Problem.
 Sales. If you don’t have sales, discuss your business model and prospective
customers.
 Competition. Describe why users or customers use your product instead of
the competition’s product. Describe any competitive advantages.
 Milestones. Current status and milestones for the next 1-3 quarters
 Conclusion. Inspirational vision of what the company could do if these
current plans are realized, or a rehash of the Summary slide.
 Financing. Dates, amounts, and sources of money raised. How much
money are you raising in this round?

8. We have a mission and a team that is taking us there. Why?
We discovered a large problem and solved it with a product that h
this amazing technology inside.
We’re going to market and sell it to these customers, with these
advantages over our competitors. In particular, we’re working
towards these milestones over the next few quarters.
In conclusion, this financing is a great investment opportunity.
Tell your story
Tell your story

9. Business Plan Case Studies

10. Financials

11. Requirements
Minimum 3 year forecasts including
 P&L
 Cashflow
 Balance Sheet
 Hygiene factor
 Demonstrates ability and understanding
 Costs
 Revenue streams
 Timings

12. Snapshot

13. Video

14. Video tips
Video tips
 Short and sweet
 Show and tell – people and products
 If ‘to camera’ then show passion
 Show your quality
Formats
 ‘To camera’
 Animation
 Montage

15. Ovivo

16. Thoughtful Bread

17. Escape the City

18. Pitch promotion

19. Pitch promotion
Pitch promotion
 Initial momentum
 Email
 Social media
 Offline
 PR
 Events
 Product labelling
 Followers – updates
 Need a marketing plan for your pitch!

20. Pitch success factors

21. Pitch success factors
Pitch success factors
 Initial momentum
 Investor engagement
 Realistic valuation
 Achievable target
 Revenue helps but isn’t essential
 Be proactive
 Warm up your own crowd
 Bridge the online divide
 Generate momentum
 Business plans and financials are hygiene factors
 Get EIS / SEIS Advanced Assurance
 Rewards