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HOW TO STRUCTURE
YOUR PITCH
Guidelines & Suggestions
November 2021
2
Flow - not a slide for your pitch
• Introduction
• Problem
• Product/Service Description
• Milestones 7
• Team
• Market & Competition
• Business Model & Go-To-Market Strategy
• Financial Plan
• Investment Round & Needs
3
Presentation guidelines
• Present in a clear and synthetic way (no more than 20 slides).
• Use big type size (min. 18-20) and write as less as you can, use
images & charts when possible.
• You don’t need a fancy UX, some of the most successful pitch
decks were able to convey concise messages without a strong
brand identity (few examples later).
• Explain clearly what the company does in the first few slides.
• Show why your company is a terrific investment opportunity
(milestones reached/growth/market potential).
• Show a vision. Make the listener-investor believe in you.
4
Introduction
• Company name & logo.
• Define the company/business in one sentence.
• “Company presentation for B4i Acceleration/Pre-Acceleration
Program - Spring 20XX”.
AN
EXAM
PLE
Fall 2022
5
Problem
• What problem you’re solving?
• How are your potential customers solving the problem today?
• Include data backing your claims. Sources for market research
could be: Doxa, Statista, Euromonitor, etc.
6
Product/Service Description
• Which is the Unique Selling Proposition (USP)?
• What are the benefits and solutions offered to customers (don’t
just focus on features)?
• Which are the technological, product and market sustainable
advantages?
• Show an image, video or a demo of your product, when possible.
7
Milestones
• Yearly and/or monthly revenue trends.
• Weekly and/or monthly user growth trends.
• Current leads/contracts closed with B2B customers.
• Patents and brands registered (if any).
• Existing significant strategic customers/partnerships.
8
Team
• Founder 1 name, qualification (+ picture).
• Relevant experiences (no more than 2 lines, or logos of previous
employers).
• Founder 2 name, qualification.
• Relevant experiences.
• Founder 3 (etc.).
• Advisors (if any).
• Investors/shareholders (if any).
AN
EXAM
PLE
9
Market and Competition
• Target Market (and its segmentation).
• Market dimension (Total Available Market - TAM in €) and growth rate.
• Main competitors, barriers to entry, main market dynamics, important
competitive factors (competition chart).
• External and available market research.
10
Business Model & Go-to-Market
Strategy
• How do you make money/acquire customers.
• Go-to-market strategy.
• Strategies about provisions and production (when
applicable/relevant).
11
Financial Plan
• The closer your startup is to product/market fit, the further your plan
should look into the future - with a limit of maximum 3 years.
• Feel free to keep your projections at 1-2 years into the future: what we are
looking for is not a scientifically precise financial forecast, but a sound
reasoning from the entrepreneur who is structuring the plan.
• Make sure to include revenue and EBITDA indicators, as well as a
projection of the most relevant metrics for your business.
• If you’re applying for Pre-Acceleration, it is not mandatory to prepare a
financial plan. We nevertheless recommend starting to think about it, as it
will be a pillar document to support your decisions during the life of your
company.
12
Investments Round & Needs
• How much are you raising?
If you’re aiming at just the €50k from B4i, no need to include this point.
• To do what?
(investments planned: Area 1, %/€, Area 2, %/€, Area 3, %/€).
• Current cap table.
• Other investors interested.
AN
EXAM
PLE
13
Additional sources and
benchmarks for your pitch deck
• Lessons From A Study of Perfect Pitch Decks - Techcrunch
• The Early Pitch Decks Of 15 Startups Before They Became Billion-
Dollar Companies - CBInsights
• Sequoia Capital Pitch Deck Template
• What should be in my fundraising slides?
B4i BOCCONI FOR INNOVATION
Via Sarfatti 25 | 20136 Milano - Italia | infob4i@unibocconi.it | www.b4i.unibocconi.it
GOT QUESTIONS?
Feel free to email us at infob4i@unibocconi.it
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How to structure your pitch - B4i template

  • 1. Powered by HOW TO STRUCTURE YOUR PITCH Guidelines & Suggestions November 2021
  • 2. 2 Flow - not a slide for your pitch • Introduction • Problem • Product/Service Description • Milestones 7 • Team • Market & Competition • Business Model & Go-To-Market Strategy • Financial Plan • Investment Round & Needs
  • 3. 3 Presentation guidelines • Present in a clear and synthetic way (no more than 20 slides). • Use big type size (min. 18-20) and write as less as you can, use images & charts when possible. • You don’t need a fancy UX, some of the most successful pitch decks were able to convey concise messages without a strong brand identity (few examples later). • Explain clearly what the company does in the first few slides. • Show why your company is a terrific investment opportunity (milestones reached/growth/market potential). • Show a vision. Make the listener-investor believe in you.
  • 4. 4 Introduction • Company name & logo. • Define the company/business in one sentence. • “Company presentation for B4i Acceleration/Pre-Acceleration Program - Spring 20XX”. AN EXAM PLE Fall 2022
  • 5. 5 Problem • What problem you’re solving? • How are your potential customers solving the problem today? • Include data backing your claims. Sources for market research could be: Doxa, Statista, Euromonitor, etc.
  • 6. 6 Product/Service Description • Which is the Unique Selling Proposition (USP)? • What are the benefits and solutions offered to customers (don’t just focus on features)? • Which are the technological, product and market sustainable advantages? • Show an image, video or a demo of your product, when possible.
  • 7. 7 Milestones • Yearly and/or monthly revenue trends. • Weekly and/or monthly user growth trends. • Current leads/contracts closed with B2B customers. • Patents and brands registered (if any). • Existing significant strategic customers/partnerships.
  • 8. 8 Team • Founder 1 name, qualification (+ picture). • Relevant experiences (no more than 2 lines, or logos of previous employers). • Founder 2 name, qualification. • Relevant experiences. • Founder 3 (etc.). • Advisors (if any). • Investors/shareholders (if any). AN EXAM PLE
  • 9. 9 Market and Competition • Target Market (and its segmentation). • Market dimension (Total Available Market - TAM in €) and growth rate. • Main competitors, barriers to entry, main market dynamics, important competitive factors (competition chart). • External and available market research.
  • 10. 10 Business Model & Go-to-Market Strategy • How do you make money/acquire customers. • Go-to-market strategy. • Strategies about provisions and production (when applicable/relevant).
  • 11. 11 Financial Plan • The closer your startup is to product/market fit, the further your plan should look into the future - with a limit of maximum 3 years. • Feel free to keep your projections at 1-2 years into the future: what we are looking for is not a scientifically precise financial forecast, but a sound reasoning from the entrepreneur who is structuring the plan. • Make sure to include revenue and EBITDA indicators, as well as a projection of the most relevant metrics for your business. • If you’re applying for Pre-Acceleration, it is not mandatory to prepare a financial plan. We nevertheless recommend starting to think about it, as it will be a pillar document to support your decisions during the life of your company.
  • 12. 12 Investments Round & Needs • How much are you raising? If you’re aiming at just the €50k from B4i, no need to include this point. • To do what? (investments planned: Area 1, %/€, Area 2, %/€, Area 3, %/€). • Current cap table. • Other investors interested. AN EXAM PLE
  • 13. 13 Additional sources and benchmarks for your pitch deck • Lessons From A Study of Perfect Pitch Decks - Techcrunch • The Early Pitch Decks Of 15 Startups Before They Became Billion- Dollar Companies - CBInsights • Sequoia Capital Pitch Deck Template • What should be in my fundraising slides?
  • 14. B4i BOCCONI FOR INNOVATION Via Sarfatti 25 | 20136 Milano - Italia | infob4i@unibocconi.it | www.b4i.unibocconi.it GOT QUESTIONS? Feel free to email us at infob4i@unibocconi.it