How to create a great pitch deck

@frog_valley
HOW TO MAKE A GREAT
PITCH DECK
- Harsh Jani @ Frog Valley
Property of Harsh Jani - harsh@frogvalley.net

WHY US?
• Collectively looked at 100’s if not 1000’s of pitch decks
• Great relationships with VC’s, investment funds, accelerators, etc
• Organised pitching events
• Strong team
• Successfully raised money (Startup founders)
• Diverse backgrounds with various roles within startups – Founders, finance specialists, Exec’s
• HELPED STARTUPS RAISE MILLIONS OF ££

AGENDA
• What is a pitch deck
• Different types of pitch decks
• Fundraising process
• Contents of a pitch deck
• Order of the deck
• Q & A

WHAT IS A PITCH DECK?
• Series of words and images that illustrate a ventures story and business model
• Pitch decks do three things
• They get people to understand
• They get people to care
• They get people to take action
*RAISE MONEY*

TYPES OF PITCH DECK
• Presentation deck –12 TO 18 slides max
• Can vary 3, 5, 10 min presentations and needs to be tailored.
• Reading deck –35 TO 42 slides
• Business plans are dead. This will effectively be your business plan with all relevant content.
• 10 / 20 / 30 CHALLENGE – (NOTE: ITS HARD)
• 10 slides
• 20 min presentation
• No text smaller than size 30

STATS FROM AVERAGE RAISE OF £1M
($1.3)
Details of the full study here. Property of Harsh Jani - harsh@frogvalley.net

CONTENTS OF A DECK
• COVER
• OVERVIEW (15.3s)
• PROBLEM (11.3s)
• SOLUTION (10.6s)
• WHY NOW (16.3s)
• MARKET SIZE (13.3s)
• PRODUCT (13.9S)
• TEAM (22.8S)
• BUSINESS MODEL (14.9S)
• COMPETITION (16.6S)
• FINANCIALS (23.2S)
• CLOSING
Note: the numbers in red notify the amount of time spent looking at each section of the deck

COVER
• Clean logo
• Inviting picture
• Tagline / slogan
• This is the first impression of you and your company
• Does the visual communicate what the company is?

OVERVIEW
• Small taste of your company (15 SECOND PITCH)
• Clarity
• Swagger
• Passion

PROBLEM
If you cant explain it simply, you don’t understand it well enough –Albert Einstein
No JARGON
No TECHNICAL WORDS / TERMINOLOGY

DON’T DO’S FOR THE PROBLEM
• Go into detail on the limits of the current technology
• Make the problem oddly specific
• Your technology is in search of a problem
• The problem is big but poorly supported by capital, world poverty, hunger etc.

SOLUTION
• Solving something painful
• Surprise
• Beautiful
• Visual aid (screenshots, demo, even a video)
• KEEP IT SIMPLE

WHY NOW
• Demonstrate research carried out
• How big is the market
• How big can your company be
• Macro and micro trends the company will be riding

MARKET
• Detail on your products space
• Demonstrate -
• You understand the customer
• Numbers for who fits in your customer description
• Revenue / customer etc
• Quantitative data is king.

PRODUCT
• USP (unique selling point)
• Detail of how the product works
• IP
• Patents (pending)
• Workflow

TEAM
• Who is going to be pulling this off
• Why are you the right people for the job
• Demonstrate
• Expertise
• Passion
• Relevant experience
• Is the current team sufficient to achieve the mission?
• Key hires that need to be made if in very early stage

BUSINESS MODEL
• How will you make money?
• Customer acquisition costs
• Customer life time value
• Pricing

COMPETITION
• Every venture has competition
• Think of direct and indirect competition
• Different ways to demonstrate
• Form of a table
• X & Y grid
• DON’T MAKE INVESTORS DO THE HARD WORK AND MAKE THEM LOOK FOR IT

FINANCIALS
• Financial forecast
• What are you asking for
• What are you offering in return
• How will you be using the funds
• IF YOU HAVE TRACTION / REVENUE / GROWTH – THIS IS THE TIME TO WOO THEM

CLOSE
• Contact details
• Closing statement
• Press coverage
• Competitions won
• Don’t have a slide stating *Any Questions??*

RISKS IN BUSINESS
• Why someone shouldn't’t invest in your business
• Great to disarm the investors
• Shows you can acknowledge risks in business
• Puts them on a backfoot
*Rogue slide*

ORDER OF THE DECK
• Make sure the deck flows
• Make it impactful
• No specific order but can recommend looking up sequoia, DOCSEND
• If you have great traction – Lead with that one

DESIGN OF THE DECK
• GOOD DESIGN MAKES GREAT DIFFERENCE
• Well-designed deck shows you know how to communicate clearly
• Improves clarity
• Shows you care about image of your company
• People are insulted when you send them trash
• IF YOU ARE RAISING A £1M YOUR DECK SHOULD LOOK WORTH A £1M

STORY
• Important for every venture
• WHY ARE YOU DOING WHAT YOU ARE DOING (NON TECHNICAL)
• SOCIAL BENEFIT PRODUCT– ORIGIN STORY
• COMPLEX PRODUCT / SERVICE – CUSTOMER STORY
• DISRUPTIVE PRODUCT / SERVICE – INDUSTRY STORY

DELIVERY
• Practice your delivery
• Time yourself
• Record yourself
• Nail the flow
• Watch presentations on youtube
• BEFORE YOU SEND YOUR DECK TO ANYONE, SEND IT TO A FRIEND WHO
KNOWS NOTHING ABOUT YOUR BUSINESS - ASK IF THEY GET IT?!?!

PITCH EXAMPLE
Great 3 minute pitch

THANK YOU
• If you need help with your pitch deck and fundraising, please feel
free to contact me. Free 15 minute consultation.
• Linkedin – Harsh Jani
• Email – harsh@frogvalley.net
• Phone - +447716592791
• Facebook group – Startup investments, pitch decks & fundraising

How to create a great pitch deck

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