Raising funds is a tough nut to crack, especially for female founders. Despite women-led businesses consistently outperforming their male counterparts - generating $0.48 more in revenue for every $1 of investment - startups founded exclusively by women receive a mere 2% of overall venture investment in the US and 11% in the EU (1,2). That's why acing your pitch with a compelling deck is crucial. Assume investors know nothing about you or your idea. Craft a story that captivates, resonates, and persuades them to fund your business. Here is a guide to help you.
This is your ultimate goal and vision for the company. In one or two sentences, convey a clear and compelling picture of who you are and what you do. Describe your dream and long-term impact, keeping it short and simple. Women tend to be modest in articulating their vision - don’t fall into this trap. Be bold.
What is the issue or challenge you’re addressing? Who has this issue? Why current solutions are not working? Illustrate the problem through a relatable persona. For example, if you are pitching re-fillable vegan skincare, say: Linda is a 30-year-old eco-conscious marketing professional. She despises packaging waste but loves beauty products. Back up the size of the problem with impactful data from validated sources. For instance, the beauty industry generates 120 billion packaging units annually, with 95% discarded after a single use (Zero Waste Week).
Clearly outline your solution and how it solves the problem. Highlight the impact of your product or service on your target audience's lives and beyond. Be visual - show mock-ups, and demos without overwhelming investors with details.
What is the big opportunity? Elaborate on your target market, providing investors with a better view of the market's total size and value. For instance, in a pitch for refillable vegan skincare, you can highlight that the global vegan cosmetics market is projected to reach $28.5B by 2031 (Allied Market Research).
Showcase your success. Highlight metrics that validate your concept. These could be sales, customer growth, retention rate, downloads, social media reach, and more. Tailor metrics to your business type and stage for maximum impact. Show customers’ logos, reviews, media mentions, and awards to enhance credibility.
Identify your competitors and highlight what sets you apart. Consider using a matrix to illustrate your brand's position. For our example, we can arrange brands inside the grid based on perceived pricing (less to more expensive) and packaging (excessive to refillable):
How will your potential customers know about you? How will you reach and convert them into paying customers? Specify your key channels (search, social media, email, PR, affiliate, etc.) and explain why these are the most effective for connecting with your audience. Estimate your budget and the Customer Acquisition Cost (CAC).
How are you going to make money? Present your high-level outlook for up to 5 years (or less if pre-launch) to give investors a clear view of your business's profitability trajectory. Consider including these metrics but keep in mind to customise based on your business:
The team is crucial in investors' decisions. If your team is really strong, consider starting the deck with this slide.
This is your Fundraising slide.
Think of this guide as your pitch deck sidekick, not a rigid formula. It's not one-size-fits-all. Feel free to introduce new sections and rearrange or modify the number of slides to fit your specific business. Focus on what hooks investors and ditch the rest. Keep an appendix for additional support or addressing potential questions. Pour some heart into your pitch. Remember, investors might circle back to your deck multiple times, so ensure it sparks curiosity and interest every time. Cheers to a killer pitch deck! 🚀
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