Tag: branding

  • Slides to ditch in your pitch

    Slides to ditch in your pitch

    The content you include in your investor deck will vary slightly depending on whether it’s an angel, seed round, Series A, Series B or subsequent stages of venture capitalist fundraising. But regardless of your company’s end goal, it’s important to avoid common pitfalls that could easily make an otherwise great pitch deck fail you. Here are five slides you should ditch in your next investor pitch deck.

    Don’t talk about acquisition or potential buyers too early

    Of course you have been testing different acquisition sources and tracking where your users are coming from. Obviously you want to demonstrate your ability to develop long-term customer acquisition strategies and highlight which channels do and don’t work, but the common mistake many presenters make is jumping into it too early. Make sure to describe the problem first and clearly outline your value proposition. If the investor is not convinced the problem is real and your solution is both feasible and timely, any customer acquisition success will seem circumstantial, and any long-term acquisition strategies you propose are unrealistic.

    Don’t worry about traction at the seed stage

    Traction and product-market fit are two things that are often confused. Many companies have traction but very few have product-market fit. That’s because early traction can be a temporary or accidental success, often boosted by circumstances such as personal and industry connections of one of the founders.

    On the other hand, if you manage to demonstrate that you’ve reached the stage of product-market fit, you’re showing that you’ve found your ideal target market and are developing the perfect solution to their problem.

    To demonstrate proof of product-market fit, ask yourself the following questions (and make sure to include the answers in your presentation):

    • Do your customers recommend your product to others?
    • Do they bounce, and how often?
    • What are the key metrics for customer success (aka conversion)?
    You are a start up. Traction is important, however, depending upon your stage, you need to also consider the investors, are they the correct audience? Angels, VC, PE etc. Be considerate of your time and research!
    Don’t talk about financial projections without having clear comps

    Many start-up founders think that they need to be aggressive in their financial projections because investors will haircut their forecast. Sure, it’s true, they will haircut your forecast. But it still has to be realistic if you want to get any funding at all. Stating that your revenue will grow from zero to $100 million in the first two years is not realistic. Be optimistic but honest. Make sure to include your upcoming expenses as well as your projected cash flow.

    We realise we may believe we have a unicorn company, yet, we don’t need to be there tomorrow. Realism is your ally. If you build a business with a true growth strategy, a researched thesis as to how you’ll achieve and demonstrate “we’re going to get there, yet with capital, we’ll get there quicker and more efficiently”.

    As a rule of thumb, many growth-stage investors (Series B and beyond) follow the “The Rule of 40” to assess the growth of fast growing start-ups. According to this rule, the company’s combined growth rate and profit margin should be at least 40%.

    Don’t ask for a specific sum of money

    Likewise, when you ask for a specific sum of money, be realistic and be willing to explain how the money is going to be used. Include answers to these questions in your presentation (or be prepared to elaborate): How much money would you like to raise? Why this amount? What exactly will you do with it and how long will it last? Be sure to mention any upcoming hires, or tools and services that you will need for your business to grow and run smoothly.

    My advice is to place a bracket i.e. between $5m and $10m then discuss the definitive rationale of both.

    Don’t forget to mention the team

    The team behind your start-up is the soul of the company. They are just as (if not more) important than your brilliant idea. A common mistake first time entrepreneurs often make is to stop after mentioning the founder and the co-founder.

    Potential investors want to know not only about the founders of the company but about the team members, too. Explain what experience and skills they bring to the table, their motivation and enthusiasm, and why they’re a valuable asset to your company.

    Talk about the members of your team and any anticipated additions down the road. Briefly add what each member brings to the table, to help move the vision forward and the company grow.

    As mentioned previously, you business will change direction at least once before you ‘make it’, yet with a strong team with you will allow this adaptability to be on the journey with you through this transition! The stronger you are as a unit, is defendable.

    If you’re at a stage where you have the contents ready, but feel a conversation of structure, design and content, reach out and I’ll help you.

    Thank you for reading.

    A.

     

     

  • What are the different types of startup pitch decks?

    What are the different types of startup pitch decks?

    Series A, Series B, and Series C pitch deck serves as vital presentations for startups during distinct funding phases, aiming to secure investments from venture capitalists or other investors. Though their content and structure may vary, their unified goal is to captivate potential investors and propel the startup towards growth.

    Series A 

    The Series A pitch deck is a crucial tool for budding startups in their initial growth phase, aiming to secure substantial funding after the seed stage. This presentation zeroes in on showcasing market validation, traction, and growth potential. It spotlights the startup’s product, market scope, target audience, business model, competitive edge, and early customer acquisition strategies. Despite potential limited revenue or profit for early-stage startups, the pitch deck often incorporates financial projections, essential key performance indicators (KPIs), and a roadmap illustrating how the secured funds will fuel the journey toward growth.

    Series B

    The Series B pitch deck becomes pivotal as startups enter a phase of maturity, actively pursuing funding to expedite growth and scale their operations. During this stage, showcasing robust growth metrics, market traction, and revenue generation potential is crucial. The pitch deck accentuates revenue projections, strategies for customer acquisition and retention, expansion blueprints, team expertise, and competitive positioning. In the financial segment, it offers a transparent view of the startup’s fiscal health, growth rates, burn rate, and prospective profitability. It emphasizes the projected return on investment, empowering potential investors to make informed decisions.

    Series C

    The Series C pitch deck marks a stage for well-established startups, highlighting substantial growth and ambitions to introduce fresh offerings or venture into untapped markets. This presentation accentuates the startup’s adeptness in securing a greater market share, sustaining a competitive edge, and ensuring profitable operations. It dives into discussions regarding international expansion strategies, strategic alliances, novel product innovations, and effective customer retention methodologies. At this level, the pitch deck is meticulous in presenting a well-defined roadmap to profitability, positive cash flow, and attractive exit opportunities for potential investors. It encompasses in-depth financial projections, crucial financial metrics, and a thorough valuation analysis of the company.

    Grab a note pad and draw out your slides/template structure first!

    After a while and thousands of iterations, your pitch deck will evolve, work on one, a thorough deck, keeping the information relevant and factual, then you can extract these pages, to make a shorter deck to the audience that requires it.

    My advice, don’t send a pitch deck, send a one page summary instead. You want face time, build a relationship and you’ll avoid investing time with those who aren’t interested, but don’t want to be the one who is known for saying no to the next Uber/AirBnb!

    If you need company branding advice, design and templates, let me know and I’ll support you.

    Thank you for reading.

    A.

  • How do you build a brand?

    How do you build a brand?

    You’re not alone, many start up businesses have a great idea, but understanding the funding needed introduces a hurdle. This article will help you understand how you build a brand and where to start.

    When considering building a brand we take it in stages and some primary questions need to be answered:

    1. Who are your competitors?
    2. Where are they positioned in the market?
    3. Where would you like to be positioned?
    4. What would you like you brand to say about you?

    The last question is interesting and we ask this a lot let’s try something – let’s say you are starting an accountancy firm – there are hundreds already out there, but what is at the core of their brand? The answer is values, but what are they? Does their visual presence deliver what they tell you in their marketing collateral? We imagine the words used include; Trust, Confidence, Efficient, Certified, Established. Maybe yours are too?

    Look at it from a customer’s view point – they buy from what they see. If you’ve got a simple and effective logo, with a consistent visual language, a confident tone of voice, defined typography and industry relevant colour pallet this will show your potential customers who and what you are without you having to tell them.

    Try this: 

    • Google ‘[your sector] in [your location] logo‘
    • Click on images
    • Have a scroll through to see which logos stand out for good and bad reasons.

    As an experienced Creative, I specialise in not just being able to build brands, but help you understand the psychology of design with the researched and developed rationale behind out routes. However, the best part? I also understand business.

    A brand is of course way more than a logo and business card. It’s your customer’s perception of your product or service. 

    • Google your industry and location.
    • Click on images
    • Take your current logo and ask yourself, “Do I look visually competitive placed against my competition?“

    If the answer is no, then contact me and I’ll show you how to build a brand.

    Thank you for reading.

    A.

  • How to choose the right branding agency

    How to choose the right branding agency

    Choosing the right design agency is crucial. You don’t want to be hopping from one to another, disappointed, frustrated and with a depleted budget. This article offers advice on how to choose the right branding agency for you.

    In my previous life I heard far too often comments like “we invested in a brand a year or so ago, and we need to do it again, but we’ve spent all our budget“. When I say we heard that a lot – it was a modest claim – it was every month… for years.

    The comfort is; you didn’t know better, nor should you have done. You met a superb sales guy that over promised and under delivered. That’s all, however, you’ve learned a lesson.

    Don’t see building a brand as a cost, but an investment – think about what you have sacrificed to get here, and that doing it right this time will hold you in good stead for the years to come.

    To get the most out your branding agency – whether it’s for a brand refresh or new creation – research them, do your due diligence. Don’t just look at a portfolio and be wowed by the design, understand who you are going to trust with your investment.

    Following my four step guide to building global brands, you’ll see your future differently.

    My Top Three Tips:

    1. Build rapport

    Take off the business owner’s hat for a moment and think of yourself as a customer (which you are). As a customer you buy from people you like, so build a rapport with them, respect their time and ensure they do yours. Once you grow to like them, through experience, knowledge and above all else, wisdom in branding – then make your decision with confidence.

    To help this flow, one thing a lot of customers request are designs, ideas, suggestions at no charge. In order to win the customer’s business, agencies are asked to give a lot without charging. This should be considered: “If an agency is prepared to give you a lot before you commit, they probably aren’t the right agency for you. They will probably make up for this time in the final invoice, which will cost you more.

    Our advice: once you’ve solidified a brief – managing expectations and deliverables – then commit. You have already built rapport and confidence.

    2. Experience and Passion

    Consider this; you can choose a large agency, with large overheads who will produce great work, yet the investment may well be out of budget.

    You could choose a small design studio who will do anything you ask as they are hungry for work, it’ll fit on budget but not on quality or expectations.

    Or consider freelancers. Those great designers, have little security and therefore often, take on too many jobs to secure that month’s income, miss deadlines and affect your business development.

    Lastly, choose a smaller agency who have the big agency experience and client portfolio, who have successes in business themselves, absolute passion for what they do, so can support you in your business.

    If they have passion for your business, it’ll show, plus, the more support you have in business the better, right?!

    3. What else can they offer?

    When answering, “how to choose the right branding agency?” consider a few points:

    • Do you just want the design? 
    • Do you need additional support? 
    • Do they have a network who can help? Do they offer other services that might benefit our business?

    Once these are answered, it’ll also help you select the right agency for you.

    You may find you’ll choose an agency that specialise in branding and design, however, they will also support you with their network of digital experts, signage manufacturers, social media support, content development, marketing strategies and others.

    If you are ready to discuss your business with a branding consultant who truly cares, and discuss the small print of life over a coffee, then contact me and build the right for your customers.

    Thank you for reading.

    A.

  • Consider these 10 slides to include in your pitch deck

    Consider these 10 slides to include in your pitch deck

    When building a pitch deck you need to ensure you are delivering your business, your values, brand and of course the detail.

    You’ll find yourselves having multiple versions of your pitch deck, the three decks I keep in my data room are:

    • One page summary
    • Pitch Deck (10-12 slides)
    • Detailed pitch deck (40-50 slides)

    You will also (unfortunately) be told by each investor for an iteration, yet, this is very subjective and can lead you onto a path of investing time where it may not avail tremendous return, so include a structured document as an addendum, with FAQs testimonials, exit strategy and other requests.

    If you deliver your story well, and can demonstrate you have the best team to deliver you business to the market, this definitive list will help you structure a pitch deck, which, along with your narrative will explain everything they’ll need to buy into you.

    Please note, I don’t recommend sending your pitch deck when asked for it – that’s what the one pager is for. Both parties (if interested) should offer each other their time to learn more.

    The title slide

    The title slide is critical because it sets the tone for your entire presentation and provides the first impression of your business. The “title” slide is an obvious but impactful template to use for this one because it is clean, looks professional, and allows you to include essential information like your company’s name and contact information. 

    Example Title Slide – big visuals
    The problem/opportunity slide

    Every business should solve a problem or improve customers’ lives in some way. Use this slide to clearly state the problem and how your business works to fix it. You can provide statistics with Beautiful.ai’s data slide or employ the numbered list or bulleted list slide to highlight all the issues that your business exists to fix. You could also use the image slide to tell the story of how your business came to be in a visually dynamic way.

    There may be a problem your investors weren’t aware of – Get it across!

     

    The value proposition 

    It is a no-brainer that you should discuss the value of your business, but common startup pitch decks overlook it! Don’t skip it. Ask yourself: What customer pain points do you fix? How do you serve your customers? What makes your business different? Use this slide to tell investors exactly why they should invest. The simplicity of our headline slide gives you the freedom to clearly state your value proposition, without crowding the slide with too much information. Want to make it visual? Add an impactful image or chart to the slide.

    Ensure you present your value proposition clearly
    The underlying magic / Secret Sauce

    The investors know your unique value proposition by now, but what’s the real special sauce? What can only your team bring to life? To really score here, avoid over-relying on text. Instead, use this opportunity to show what you can do. An optional video slide taking the audience through your process works well here, as does a flowchart slide or a prototype, mockup, or demo.

    Offer visuals of your product or service
    Business model 

    So, what is your plan? Any investor will want to know. Use a data slide, funnel slide, target slide, or hub and spoke slide to show your audience the different stages of your plan in a visually appealing way. You can also use a table slide or waterfall chart slide to demonstrate projected results and value over time.

    Use this example to demonstrate you know your business
    Go-to market plan

    It is essential to tell investors how you plan to attract new customers, as well as compete in your space. How will you launch your product or offering and start selling it? This shows your investors you know how to make this thing work, so use the right slide to showcase it. You can use the hub and spoke slide or process diagram slide to demonstrate the different elements of your strategy.

    A strategy depends on focus – there are many routes, but demonstrate one you are focused on now – it will evolve!
    Competitive analysis 

    Let your audience know that you get what the competition is doing. Use an XY plot, line chart or area chart slide to identify your performance patterns compared to those of your competitors. This is also a great opportunity to demonstrate your achievements by highlighting companies that have had the pleasure of working with you using a logo grid slide. Don’t be afraid of comparing your self to others!

    Be respectful to your competition, be thorough with your analysis, underestimating competition will be torn apart by investors, it’ll also show you’ve done your research and the value of the market
    Management team 

    Potential investors want to know about the key players on your team. Use the team slide or about us slide to help them understand your biggest asset: your people.

    Your business will change (pivot) considerably from your initial plans, yet your team will (or should) evolve with you. So ensure you demonstrate you have the best, committed team to deliver on your objectives.
    Financial projections and key metrics 

    Be upfront: What would potential investors be getting into if they invested? Hone in on a three-year, bottom-up focused forecast. Use the data comparison slide or area chart slide to demonstrate and discuss your projected growth over the years.

    A top line summary will indicate you’ve done your research. A detailed set of financials should be available in your dataroom
    Current status, accomplishments, timeline, and use of funds 

    The future is important, but so is the present. Use this slide to address your current business situation, what the immediate future holds, and your plans for any capital raised right now. The timeline or process slides can help you effectively communicate exciting next steps for your business. This is also a slide where you need to really think about how to condense information into what’s most important.

    Keep it clean, demonstrate your focus and be proud of your achievements. If you’ve raised before, showcase what you’ve achieved with the capital

    Your investors will be at the tail-end of their 20-minute presentation, and you want to make sure you go out with a bang.

    These images are for reference of layout, I’d advise to use a branding expert to ensure consistency (it’s one of the best investments you’ll make), do you align with or below your peers?

    I’ve built hundreds of pitch decks over the years, if you’re struggling and need an expert, reach out. What I can do in a few days may take others weeks.

    Let me help. Get in touch