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PLANS AND PITCH DECKS
Startup SessionsBrynna Tucker
WRITING A BUSINESS PLAN
● Executive Summary● Company Description● Market Analysis● Organization & Management● Marketing and Sales● Service or Product Line● Funding Request● Financials● Appendix
Business Plan Outline
● Your Company ● Market Opportunity ● Capital Requirements ● Owners ● Management ● Competitors ● Financial Projections
Executive Summary
● Business model ● Strategic relationships ● SWOT Analysis ● Trends
Company Description
● Target Market ● Competition ● Market Trends ● Market Research
Market Analysis
● Intellectual Property● Location● Legal Structure● Management● Personnel● Accounting & Legal● Insurance● Security
Organization and Management
◦ Method of Sales and Distribution ◦ Packaging ◦ Pricing ◦ Sales Strategies ◦ Sales Incentives/Promotions ◦ Advertising Strategies ◦ Social Media Strategies ◦ Public Relations ◦ Networking
Marketing and Sales
● In-house responsibilities ● Outsourced Functions ● Assessment of Marketing
Effectiveness◦ Periodic assessments of what is
working and what is not◦ Cost of Customer Acquisition
(COCA)
Implementation of Marketing
● If you are the manufacturer and/or wholesale distributor of a product: Describe your products.
● If you are a retailer: Describe the products you sell.
● If you provide a service: Describe your services you plan to provide.
Service or Product Line
● Provide the following information:◦ Why you are applying for
financing?◦ How much capital you need?◦ Use of Proceeds◦ Back up your statement with
supporting data.
Funding Request
● Pre-Startup Requirements ● Balance Sheet ● Profit & Loss● Key Benchmark Ratios ● Pro Forma Cash Flow
Statement (Budget)● Break-Even Analysis
Financials
● Personal Resumes● Owners' Financial Statements● Copies of Leases, Mortgages,
Purchase Agreements, Etc.● Contracts● Other Legal Documents (IP,
etc.)
Appendix
● Work backwards.◦ It’s best to begin with your
financials and end with your executive summary.
Creating your Plan
Using your plan• This is not a pitch or proposal.
– It may be used for loans, lines of credit, or competitions, but is otherwise an internal document.
CREATING A PITCH DECK
● Title Slide1. Overview2. Team3. Problem4. Unfair Advantage5. Demo / Solution6. Sales and Marketing7. Competition8. Business Model9. Forecast10.Status and Milestones
Pitch Deck Outline
Pitch decks clearly answer three basic questions:● What is the Problem?● What is your solution?● What is your unfair advantage?
A pitch is an invitation to collaborate, not an attempt to “convert.”
Pitch Purpose
● Create FOMO.◦ Fear Of Missing Out.
● Follow the 10/20/30 Rule.● Your Pitch Deck is not about
the product, it’s about the market, financials, and team!◦ It is not a business plan.
● Keep your secrets secret.
Telling your story
You’re going to have a hard enough time convincing your management team to work on the problem that you’ve decided to pursue, let alone having competitors go steal your idea and do the exact same thing.
Darmesh Shah Founder, hubspot
Hipster Finds solutions and shapes the experienceHacker Builds systems that solve the problemsHustler Presents and sells the solution
Provides a range of skillsExpands your network
Allows you to scale Adds new perspectives
It’s all about your team
● The One Word Pitch● The High Concept Pitch● The Elevator Pitch● The Pixar Pitch
Pitching Tip: Increase the processing fluency by rhyming, repetition or alliteration.
Other types of pitches
QUESTIONS?
Thank you.Brynna Tucker
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