3. Confidential3
Elevator pitch
• Make sure that it gives all the
essentials and makes them want
to hear the details. The investor
may only listen to this!
• If you have traction, talk about it!
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Problem
• Give validation that the problem
exists
• Is the problem big enough?
• Don’t over-do this, but make sure
that the investor can understand
what you are solving and why
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Solution
• What is it and what are the
benefits?
• Include a "demo": screenshots,
short video or something that
makes it crystal clear what you
are doing
6. Everything else is based on
understanding the
problem and solution
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7. If the listener doesn’t get these,
they’ll stop listening to you
Confidential7
Elevator pitch
Your value Problem Solution
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Market and
customers
• How have you validated the
product market fit?
• Customer testimonials (a short
video is always great)
• Market size (your real
addressable market!)
• Regional go-to-market
priorities?
• Distribution channels to reach
the customers (addressable
market)?
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Revenue model
• How will you make money?
• What value are your customers
paying for, how much and often
and who are your partners?
• Delivery mechanisms
• Main points from your canvas
(emphasize what is unique)
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Your unfair
advantage
• IPR, proprietary tech, people,
unique experience, deals
• Be critical! It really has to be
something unique or don’t say
anything. Not everyone has this,
and it’s not a problem
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Marketing plan
• How will you reach your
customers?
• What channels, cost etc.?
• What is the growth engine in
your own product?
• Not just a list of the obvious
channels but what’s your recipe
for success
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Positioning
• Why are you better, i.e.,
differentiate?
• Usually a 2x2 matrix works the
best. It should somehow relate to
the customers’ problem(s) you
have presented earlier
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Numbers
• Basic cash-flow estimate
• Be prepared to justify your
predictions (deals, traction etc.)
• In B2B business you can use your
validated sales funnel (history
and predictions) to justify the
numbers
• Not just excel fantasies: has to be
something you’ve validated or
explain how you’ll validate them
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Team
• Explain why you have the perfect
mix of people and a good way of
working
• Keep in mind that this includes
also you advisors, board of
directors etc.
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Roadmap and
money
• Timeline that shows what you are
going to do and how much
money you need for each step
• Pay attention also to working
capital needs if your solution has
hardware (BoM) unit costs