It doesn’t matter what sort of capital you are trying to raise or financing you wish to secure, the best way to get your story across is via a PowerPoint presentation. The content of the presentation will differ depending on the type of investment that you are looking for. Having said that, there are some basic details that should be included in every presentation you put before investors. The fundamentals are listed below.
The first slide in the presentation should always be the executive summary. It should be presented as a 50’000 foot summary that should be non-technical in nature, but still contain all the pertinent information about the company. It should also pull the viewer in by clearly stating the nature of the business, the opportunity available, and the type of financing you are looking for.
The mission statement should outline exactly what the company has planned for the next 6-12 months. This statement should be backed up by objective, quantifiable data such as:
- Key market – Make it clear who your target demographic is, whilst also providing information about the people in charge of approving, influencing, and recommending.
- Contribution – What your product and service can deliver that can solve a specific business issue.
- Distinction – Compare your product or service to similar items available and explain what it is that sets your apart from the rest.
The go-to-market strategy should clearly show what how the company intends to enter and penetrate the market, whilst also showing expected revenues and profits. This should be considered part of a complete marketing strategy since it will have an effect on every function within the organization, with the end goal being the preparation for market success companywide. It’s important to show that go-to-market is not a launching pad or marketing gimmick, but is the actual strategy for the life of the product being released.
Market Pain and Solution
There are a number of questions that have to be addressed here. These include explaining why a solution is required, how large the market is, at what stage the life cycle of the product is in that market, which product extensions can be offered, and many more.
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There are 4 markets that should be addressed: addressable market, served market, target market, and beach head. A brief summary of the size and growth rate for each should also be included. It’s also necessary to take geographical markets into consideration, with US, Canada, Latin America, Europe, and Asia all covered. If you have a company that is based in the US, it’s normal to launch at home before expanding abroad.
List the management team, making sure to explain why they were chosen for the job. That usually means listing experience in years, business knowledge, leadership skills, and prior successes). Previous experience should include example where they have achieved business success with companies at a similar growth stage. Let investors know why this is the team to lead the company to success in both the short and long term.
Achievements and Assets
This is delivered in the form of a timeline that shows where the company started and where they stand through the current year. Key dates and milestones should be displayed in a bullet format.
Customers and Partners
Highlight key customers that are already on board, making sure to show your biggest deals to date. It’s a good idea to break customers down by industry and product purchased as that will show the positive impact your product had on the business, as well as the industry as a whole.
Every company has competition and it’s important to know who yours are. A company can take several approaches, such as building solutions in-house, taking an alternative approach, or make no decision at all and that is competition. At the opposite end of the scale you may have a company that is bringing a novel approach to a tested market, or who is trying to create a new segment in that industry. Either way, you need to focus on what you do best, whilst recognizing the situations you should avoid. Your goal should be to show investors the sustainable competitive advantage you can provide, which is often in the form of IP, technology, or your people.
Technology and IP
It’s important to get technical and take time to discuss the technology. What is it that makes it better, more sustainable, and will customers understand it? You should also discuss what intellectual property protection is in place to protect patents and trade secrets.
You should be sure to include a detailed breakdown of the business model. This should include how the company interrelates with customers, partners, revenues, costs, etc., and how that all ties together. You need to show what it is you do to attract customers and keep them coming back for more, all in a cost effective way.
Financial projections should be succinct, with profit & loss and cash flow shown on a single spreadsheet. The norm is to provide quarterly and annual projections for the coming 3 to 5 year period. While the plan is based on certain assumptions, it’s important that they are detailed and reasonable. It’s at this point that you should also state the level of investment that is required at this time, whilst also detailing where that money will go and how it will be spent. You also need to show how that money will be returned, usually in the form of a timeline for deliverables. While the timeframe that is required before the next round of funding can vary, the request for investment should reflect the amount that is needed to take the company to that next round.
It’s important to include a slide in your PowerPoint deck that states “The Ask”, “Thank You”. A good idea is to include your full contact information on the slide as well and not to rely on a potential investor to reconcile a business card with your investor presentation.
For additional Marketing resources, and a copy of the investor planning presentation template, please visit http://www.vpmarketingondemand.com.