Full deck presented on International Women's Day. Includes: - AWS for FinTech by Sara Mitchell, Head of Financial Services Technology, AWS - Fundraising essentials: An insider view from the other side of the table Stephanie Opdam, Investor, Notion - Crowdfunding by Theodora Bishop, Investor Associate, Seedrs - Hiring the Amazon Way by Jonno Southam, VC Business Development, AWS

1. @thinkriseldn
@AWS_UKI
@Techstars
#BalanceforBetter
#IWD2019

2. Opening
Fundraising
Hiring
Innovation
at scale
11:00–11:30 | Welcome: TechStars, Amazon Web Services (AWS) and Barclays
11:30–12:30 | An insider view from the other side of the table – Stephanie Opdam,
Investor, Notion
Deep Dive: How to create a successful crowdfunding campaign – Theodora Bishop,
Investor Associate, Seedrs
Founder story: Chandini Jain, Founder, Auquan
13:15–14:15 | Hiring the Amazon Way – Jonno Southam, Venture Capital Business
Development
Recruitment - Eamonn Carey, Managing Director, TechStars
14:15–15:15 | Lessons from Amazon – Charlie Anderson, Account Manager, AWS
Networking 15:15–16:15 | Get social!

3. © 2017 TECHSTARS CENTRAL LLC. ALL RIGHTS RESERVED.
Includes Women
Kartik Varma
Managing Director
TechStars

4. 4

5. 5

6. 6

7. 7

9. AWS for FinTechs
Sara Mitchell, Head of Financial Services Technology
AWS Solutions Architecture UK

10. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
Changing Landscape
“ ”Banks aren’t being disrupted by FinTech
technology, they’re being disrupted by
customer expectations.
— McKinsey & Company

12. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
Web portals for
consumers,
advisors/agents
Mobile apps for
consumers,
advisors/agents
Chatbots, voice
commands,
Alexa Skills
Email, text alerts,
push notifications
Contact center
customer service
Smart devices
Predictive digital user engagement
Modern engagement proactively crosses over multiple channels capturing more consumer data,
and giving consumers more of what they want, via the channels they prefer.
AWS
Mobile Hub
Amazon
Alexa
Amazon
Pinpoint
Alexa
Skills
Amazon
Connect
Amazon
Lex
Amazon
API Gateway
AWS
Lambda
Amazon
Personalize
Changing user engagement

13. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
Customer
experience &
digital channels
Grid &
high-performance
computing
Data lakes &
agile analytics
Core systems
transformation
AI/Machine
Learning
Blockchain
& DLT
Widespread
adoption today
Gaining traction
AWS offers new capabilities that put innovation within reach
Financial Services organisations are increasingly focused on leveraging the cloud to enhance
existing businesses and bring innovative new solutions to market.

14. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
AI and ML are the next edge in digital innovation
Compliance, Surveillance,
and Fraud Detection
Document
Processing
Pricing and Product
Recommendation Trading
Financial institutions are increasingly investing in AI/ML thanks, in part, to the availability
of cost-effective, easy-to-use, and scalable cloud-based AI/ML services.
Customer Experience
• Credit card/account
fraud detection
• Sales practices/
transaction surveillance
• AML/Sanctions
• Investigations optimization
• Regulatory mapping
• Common financial
instrument taxonomy
• Contract ingestion
and analytics
• Financial information
extraction
• Corporate actions
• Loan/Insurance underwriting
• Sales/recommendations of
financial products
• Credit assessments
• Portfolio management/
robo-advising
• Algorithmic trading
• Sentiment/news analysis
• Image analysis
• Grid computing scheduling
• Enhanced customer
service through chatbots
• Call center optimization
• Personal financial
management
Core processing Client facing

15. STARTUPSSTARTUPS

16. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
AWS Go-to-Market Programs for FinTechs

17. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
atlas.aws

18. ® 2019 Amazon Web Services Inc. or its Affiliates. All rights reserved.
Free Training
aws.training

19. Thank you!
Sara Mitchell, Head of Financial Services Technology
AWS Solutions Architecture UK

20. Learn more and get in touch !
amzn.to/awsfintech
@thinkriseldn
@AWS_UKI
@Techstars
#BalanceforBetter
#IWD2019

21. Barclays UK | AWS Transformation
2
Elastic Scaling
3
Effective Operating Model
5
Technical Capabilities
4
Infrastructure Development
£ £:
Infrastructure Development
££ :
Reverse in spend profile
1
New server build speed

22. Stephen Millard
Chief Platform Officer
smillard@notion.vc
www.notion.vc
Fundraising:
An insider view from the other side of the table
Amazon Web Services, Rise London and Techstars
Stephanie Opdam
Investor @ Notion
sopdam@notion.vc
www.notion.vc/insights

23. • Founded in 2009 by ex-Entrepreneurs from MessageLabs
• Team of 15 based in London
Ideal Investment:
• Enterprise tech and SaaS start-ups
• $1m+ ARR, 2-3x+ YoY growth, HQ in Europe and an ambition to build global scale
• Founders are super smart and diverse
• Insiders to a massive industry pain, but with an outsider’s perspective
My background:
• Investment Team at Notion
• Ex-Columbia Lake Partners (Venture Debt)
• Passed all three levels of the CFA program
• MSc Finance degree from the LSE
Notion Introduction

24. Fundraising – What to ask a VC
An expert guide for start-ups
www.notion.vc/insights
Start-ups should ask: What you mean:
Status Check for run-around, follow-on and pulling-out
Sweet Spot
Check for the ‘too-early’ excuse, ‘hairy-deal’ experience and the ‘laggard’
experience
Sector Check for competition or expertise
Specialisation Check for venture developer, professional investor or industry expert

25. Fundraising – What a VC asks you
An expert guide for start-ups
www.notion.vc/insights
VCs will ask: What I mean:
Vital Sales pitch
Vision IQ/EQ/FQ and category thinking
Velocity Quantification and product-market fit
Valuation Expectations Fit the stake ambitions

26. www.notion.vc/insights
Fundraising – Summary
An expert guide for start-ups
Can we build a massive business together?

27. www.notion.vc
Thank you
Stephanie Opdam
Investor @ Notion
sopdam@notion.vc
www.notion.vc/insights

28. Fundraising using
the power of the crowd
Theodora Bishop
@seedrs
theodora.bishop@seedrs.com

29. What is crowdfunding?
Why equity crowdfunding?
Top tips for a successful campaign
Q&A
Agenda

30. What is crowdfunding?

31. What are the different type of crowdfunding?
Money in exchange for
perks
Best creative products and to
pre-sell products
Backers
Altruistic
Rewards

32. What are the different type of crowdfunding?
Money in exchange for
interest yielding returns
Best for businesses with a
track record of revenues
Lenders
Lower Risk
Debt
Money in exchange for
perks
Best creative products and to
pre-sell products
Backers
Altruistic
Rewards

33. What are the different type of crowdfunding?
Equity
Money in exchange for
shares
Best for growth-focused
companies in areas where
there’s potential for return
Investors
High Risk
Money in exchange for
interest yielding returns
Best for businesses with a
track record of revenues
Lenders
Lower Risk
Debt
Money in exchange for
perks
Best creative products and to
pre-sell products
Backers
Altruistic
Rewards

34. Why equity crowdfunding?

35. SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

36. Friends and Family
Rewards-Based Crowdfunding
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

37. Friends and Family
Rewards-Based Crowdfunding
Business Angels
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

38. Friends and Family
Rewards-Based Crowdfunding
Business Angels
Venture Capital
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

39. Friends and Family
Rewards-Based Crowdfunding
Business Angels
Venture Capital
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

40. Friends and Family
Rewards-Based Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

41. Friends and Family
Rewards-Based Crowdfunding
Equity Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage

42. Friends and Family
Rewards-Based Crowdfunding
Equity Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage
£353,811
from 197 investors

43. Friends and Family
Rewards-Based Crowdfunding
Equity Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage
£353,811
from 197 investors
£897,660
from 965 investors

44. Friends and Family
Rewards-Based Crowdfunding
Equity Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage
£353,811
from 197 investors
£3,808,002
from 4,260 investors
£897,660
from 965 investors

45. Friends and Family
Rewards-Based Crowdfunding
Equity Crowdfunding
Business Angels
Venture Capital
Private Equity
IPO
Debt (P2P and Banks)
SMERevenue
Pre-seed Seed Early-Stage Growth Expansion Maturity
SME Development Stage
£353,811
from 197 investors
£3,808,002
from 4,260 investors
£897,660
from 965 investors
£3,953,819
from 1,462 investors

46. Why do businesses consider equity crowdfunding?

47. 1) Money
Why do businesses consider equity crowdfunding?

48. 1) Money 2) Validation
Why do businesses consider equity crowdfunding?

49. 1) Money
3) Speed
2) Validation
Why do businesses consider equity crowdfunding?

50. 1) Money
3) Speed 4) Engagement
2) Validation
Why do businesses consider equity crowdfunding?

51. Top tips for a successful campaign

52. Preparation is key
Top tips

53. Preparation is key Keeping it simple
Top tips

54. Preparation is key Keeping it simple
Having a great video
Top tips

55. Preparation is key Keeping it simple
Choosing your platform
carefully
Having a great video
Top tips

56. Thank you!
Theodora Bishop
@seedrs
theodora.bishop@seedrs.com
Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read
Risk Warnings before investing. Seedrs is authorised and regulated by the Financial Conduct Authority (FCA). Seedrs Limited is a limited company, registered
in England and Wales (No. 06848016), with registered office at Churchill House, 142-146 Old Street, London, EC1V 9BW

57. 57
Chandini Jain
Founder & CEO
Auquan
Founder
Story

58. HIRING
THE AMAZON
WAY
Jonno Southam
Venture Capital
Business Development &
Amazon Bar Raiser

59. Amazon’s Growing Headcount

60. The Mis-hire Challenge
”I think choosing great people is much more difficult than picking great markets
because we have always understood the technology and understood the markets.
Picking great people is a less than 50 percent proposition, and if you are right 52
percent of the time, they ought to build a statue to you.”*
—Don Valentine, Sequoia Capital

61. How does Amazon mitigate the risks of a
mis-hire?

62. 1 – Always Be Hiring
“Great companies are not going to wait, they are
going to execute and hire talented candidates
opportunistically. They know that great engineers
are not tethered to a tech stack and can freely
move about from tech stack to tech stack in less
time than it takes a company to hire someone
that fits the exact specification.
—Thor Bucy, Rivera Partners.

63. # 3 Investor Pitch Deck
Biggest Challenge = Finding People
# 1 Customer Pitch Deck
# 2 Employee Pitch Deck

64. 2 – Always keep your company vision
and values clear
“The culture is what creates the foundation for all future innovation……..if you
break the culture, you break the machine that creates your products.”
- Brian Chesky, CEO airbnb

65. 2 – Always keep your company vision
and values clear
“Our vision is to be earth's most customer centric company; to build a place where people can
come to find and discover anything they might want to buy online.”
Jeff Bezos, CEO and Founder, Amazon

66. customer obsessionownership
invent and simplify
are right, a lot
hire and develop the best
insist on highest standards
think big
bias for action
frugality
learn & be curious
earn trust
dive deep
have backbone disagree & commit
deliver results
amazon leadership principles

67. Setting the bar high in our approach to hiring has been, and will be, the single most important element
of Amazon.com's success.”
- Jeff Bezos 1998 letter to shareholders
3. Always hire the best people

68. 3. Always hire the best people

69. 4. Always have a robust and repeatable
hiring process
Phone Screen 1
Interview 1
Interview 2
Interview 3
Interview 4
Interview 5
Written Exercise
Phone Screen 2
Competencies
Competencies
Competencies
Competencies
Competencies
Competencies
Competencies

70. 4. Always have a robust and repeatable
hiring process
Phone Screen
1
Interview 1
Interview 2
Interview 3
Interview 4
Interview 5
Written Exercise
Phone Screen 2
Customer Obsession
Earns Trust
Dive Deep
Think Big
Bias for Action
Invent & Simplify
High Standards
Backbone D&C
Deliver Results
Hire &
Develop the Best
Competencies
Competencies

71. 4. Always have a robust and repeatable hiring
process
Feedback Decision
Hire
No Hire

72. 5 – Always use data and evidence during
interviews
Situation
Task
Action
Result Star

73. 6. Always dive deep

74. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
7 – Never be on the fence

75. 8 – Never compare candidates
"I'd rather interview 50 people and not hire anyone than hire the wrong person.”
- Jeff Bezos

76. 9 – Always ensure the right decision is
made
1. Performance bar - Is the
person better than 50% of the
current team
2. Long Term Impact - Does this
candidate have upside growth
potential to have long-term
impact?

77. 10 - Finally, always give all candidates a great
experience regardless of outcome

78. Further Reading
https://notion.vc/app/uploads/2018/10/Game-Changers-16ss.pdf
or search for ‘Notion Game Changers’
5 things that changed at Marketo after hiring Game Changers
Phil Fernandez, Marketo
Finding Game Changers at every stage of the business
Tien Tzuo, Zuora
Why is it hard to hire a Game Changer?
Maddy Cross, Head of Talent, Notion
Hiring and developing the best
Jonno Southam, Amazon Web Services

79. THANK YOU!
AMZN.TO/AWSFINTECH
Jonno Southam
Venture Capital
Business Development &
Amazon Bar Raiser @thinkriseldn
@AWS_UKI
@Techstars
#BalanceforBetter
#IWD2019
@jonnosoutham