PitchDeck · Pitch Deck This is actually the point where in the prospective investor has shown some interest in the promoter’s project and the promoter is given a time slot (say

ISF INFORMATICA & ANALYTICA PVT. LTD.

PitchDeck Whitepaper

“Investor Pitching Made Easy”

2/28/2020

PitchDeck

@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd

1 | P a g e

Contents Premises .................................................................................................................................................. 2

Vision ....................................................................................................................................................... 2

Mission .................................................................................................................................................... 2

Introduction ............................................................................................................................................ 2

Business Model - PitchDeck Output Elements ........................................................................................ 3

Information Memorandum (IM) ......................................................................................................... 3

Pitch Deck............................................................................................................................................ 3

Business Plan ....................................................................................................................................... 3

Detailed Strategy & Plan ..................................................................................................................... 4

Methodology - Pitch Deck Process Flow ................................................................................................. 5

Feature List & USP ................................................................................................................................... 5

Technology Stack .................................................................................................................................... 6

Go-to-Market Strategy ............................................................................................................................ 7

Competitive analysis ............................................................................................................................... 8

Partnership & Synergy ............................................................................................................................ 8

Financial Strategy .................................................................................................................................... 9

Cost Projections ................................................................................................................................ 10

Pricing Strategy ..................................................................................................................................... 11

Financial Projections ............................................................................................................................. 13

India .............................................................................................................................................. 13

World-wide ................................................................................................................................... 13

Income Statement & Analysis ........................................................................................................... 14

Net Present Value & Benefit Cost Ratio ........................................................................................ 14

Breakeven Analysis ....................................................................................................................... 14

Tokenomics Chart ................................................................................................................................. 15

Roadmap ............................................................................................................................................... 16

Research ................................................................................................................................................ 16

PitchDeck


2 | P a g e

Premises

Pitching is one of the most important and sometimes the most challenging element

of the fund-raising process. It has been seen that most pitches fail not because of the

underlying idea but because of the perception created by the prospective investor

due the inability of the promoter’s presentation in a particular style and format.

Time constraint to present a pitch deck is a major factor in the failure. When one

tries to pack lot of information in the short pitch presentation, he fails to

communicate the right message to the prospective investor.

It has been found that if the process of pitching and the pitch deck itself is tailored in

a proper method, the success rate of acceptance goes up.

Vision

“Create a deck that will ensure that your start-up pitch makes an impact.”

Mission

We are here to help you in making your pitch related documentation like Information

Memorandum, PitchDeck, Financial and Market Mix Modeling and finally the Detailed

Project Report.

Introduction

ISF Informatica and Analytica guides and mentors the start-ups in order to successfully receive

funding from Investors and Investment firms. A pitch deck is a culmination of pre-work done

through the mentoring process where in the mentor trains the promoter to create the basic

necessary and essential documentation to support the pitch.

PitchDeck


3 | P a g e

Business Model - PitchDeck Output Elements

Information Memorandum (IM) The Information Memorandum is nothing but a 2-page teaser that is sent to the prospective

investor. This is a no-name basis document and just focuses on an Executive Summary, Proposition &

Business Model, Company Information, Current status, Technology Strategy, Market Strategy,

Financial Strategy, Why Invest and a strong Conclusion

Pitch Deck This is actually the point where in the prospective investor has shown some interest in the

promoter’s project and the promoter is given a time slot (say 5 to 15 minutes) to pitch their product/

service.

The pitch deck normally should be not more than 1 slide per minute. So based on the time given, he

needs to configure his presentation. Ideally, a single slide can also make a good pitch deck provided

a concise and precise point to point area can be covered.

The normal pitch deck may consist of Premises, Vision & Mission Statement, Team Structure,

Introduction of the Product/ Services, Business Model covering methodology and USP, Technology

Stack, Roadmap, Financial Strategy, Financial Projections & Funds required, Go-to-Market Strategy,

Partnership & Synergy (for Strategic investment) and definitely a Contact information.

Business Plan

When the prospective investor asks for a deep dive into the project the promoter needs to have a

set of two artefacts ready namely

Detailed Project Report (DPR) – Before the deep dive session with the prospective investor, the

promoter needs to send him the DPR so that during a presentation the prospective investor is

prepared and ready with his questions.

A DPR should consists of an Overview, Essential Requirements, Executive Summary, Business Plan

depicting background of the project, the proposal, about the company, products, markets,

production, sales & distribution, administration, management team, research and development,

project cost, promoter’s capital contribution, funding requirements and modus (including and

PD Output Elements

Information Memorandum

Pitch Deck Corporate

Presentation Detailed

Project Report Strategies

Financial

Marketing

PitchDeck


4 | P a g e

incentives & subsidies), financial projections, project analysis (SWOT, Sensitivity) and so on.The

content of the DPR is very much based on Economic-Industry-Company (EIC) analysis and left to the

promoter to configure accordingly.

Business Plan Presentation (BPP) – This presentation needs to be used during the deep dive session

wherein the promoter needs to come up with a couple of slides namely and Elevator Pitch, Market &

Industry, Value Proposition, Key Products/ Services & Differentiation, Competitive Scenario & Entry

Barriers, Market Traction, Management Team & Organization Structure, Financials, Exit Strategy (for

investors), Capital Requirement, Risks & Gap with a solid conclusion on why it is worth investing.

Detailed Strategy & Plan There are two areas where it is essential that the promoter and the prospective investor gets into

detailing namely:-

The Financial Plan & Strategy is the last part of any deep dive discussion. Here the promoter has to

show various configurations of the financial plan based on strategy. It can have 3 models;

pessimistic, optimistic, Ideal model.

An Excel format is ideal to present such models and should include the assumptions, account

statements, financial projections, financial ratios, breakeven point analysis, profitability analysis, ROI

analysis, Net Present Analysis, Benefit-Cost Analysis, and Sensitivity Analysis and so on.

The Marketing Plan & Strategy is the second piece in the deep dive. Here the promoter has to now

clearly present the current status in terms of clientele and prospective ones. Promoter needs to

segment the prospect list based on the relative priority of occurrence as well as time to close the

deals. A clear model has to be brought out on how to connect and close deals as well as show the

expected cash flow collection month-on-month.

The strategy has to be very clear on clear segment-target-positioning approach and identify the cash

cows using the BCG matrix. A strategy from lead generation to follow-up and closing mechanism of

deals is expected. A promoter may use the traditional or social media marketing model in the

process.

PitchDeck


5 | P a g e

Methodology - Pitch Deck Process Flow

After a thorough mentoring process through our product MentorBox, the output of PitchDeck is

Information Memorandum (IM), the actual summarized, crisp deck for pitching to the investors, a

detailed business plan containing Detailed Project Report and finally Detailed Strategy & Plan

including Financial Plan & Strategy, the Marketing Plan & Strategy.

Feature List & USP

Supports all types of files (mp4, txt, xls, pdf, docx).

Templates available for the elements required for an effective PitchDeck.

Create all essential elements for PitchDeck at one place such as:

o Information Memorandum

o Corporate Presentation

o Pitch Deck

o Detailed Project Report

These elements can be easily forwarded to the next in-line product “Startup Exchange” together

as a package.

Creates a summarized, crisp deck for pitching the idea to the investors.

Creates a detailed business plan including the project report.

Creates detailed strategy and plan including Marketing strategy and plan and Financial strategy

and plan.

PitchDeck


6 | P a g e

Technology Stack

Apache Server.

SCSS, Angular & Node JS, Python.

MySQL.

SaaS Model Cloud Services.

Permissioned Blockchain Fabric & Composer (Hyper ledger).

API based services.

Alignment to standards & regulations.

AI API’s.

Statistical Analysis System (SAS).

PitchDeck


7 | P a g e

Go-to-Market Strategy

Target Customer - Email User, Sensitive Industry.

Segments – Individuals, Corporates.

Networking by salespersons.

Industrial directories.

Referrals from external sources.

Participating in events, trades shows.

Referrals from internal company sources.

Referrals from existing customers.

Use of telephone , mail and the internet

Cold Canvassing

Individuals

• Social Media

• Google Ads

• Free Trial Period

• Email

• Word of Mouth

Corporates

• Events

• Tele-calling

• Free Trail Period

• Email

• Regional B2B Sales Team

PitchDeck


8 | P a g e

Competitive analysis

Angel List Network

Plan Thy Business

Liveplan

Caycon

Optimus Business Plans

Ccfundraising

PitchDeck.io

Peetch.slidor

Tie Mumbai

Partnership & Synergy

PitchDeck seeks partnership with global institutes, universities & collaborators to co-build

the eco-system.

Create jobs in the ecosystem.

Build Communities.

PitchDeck


9 | P a g e

Financial Strategy

Revenue Stream

• Platform Member Subscription Charges

• Sale of Fraud & Scam Research Report

Source of Funds

• Seed Funding

• Grants

• Incubation by Accelerators

• Revenue YoY

Application of Funds

Funds required are 0. 124 Million USD for a year for

Product Development & Testing

Marketing, Business & Alliance Development

Infrastructure, IP/R&D and Support

In 2017, more than 3.7 billion people had at least one email account. By the end of 2021,

the number of worldwide email users will exceed 4.1 billion. CAGR stands to be 27%.

Our aim is to cover US, EU and India in the first year of our operation.

A corporate potential in three territories combined is above 60 million companies. Each

company is a potential target of PitchDeck.

We expect a market penetration of 1% the first year.

Row Labels Sum of Sum of FY1

Development 14,85,714

Infrastructure 4,28,222

Management 4,01,190

Marketing & Sales 34,67,857

Operations 33,30,000

Grand Total 91,12,984

PitchDeck


10 | P a g e

Cost Projections

The first five years cost projections are as below:-

Row Labels Sum of FY1 Sum of FY2 Sum of FY3 Sum of FY4 Sum of FY5

Development 14,85,714 - - - -

Infrastructure 4,28,222 42,822 47,104 54,170 62,296

Management 4,01,190 4,41,310 4,85,440 5,58,257 6,41,995

Marketing & Sales 34,67,857 38,14,643 41,96,107 46,15,718 50,77,290

Operations 33,30,000 36,63,000 40,29,300 46,33,695 53,28,749

Grand Total 91,12,984 79,61,775 87,57,952 98,61,840 1,11,10,330

PitchDeck


11 | P a g e

Pricing Strategy

Sr. No. Product ID Product Name Website Pricing Model

4 ES03 PitchDeck www.pitchdeck.co.in Download

Sr. No. Document When Deal Type No. Of. Users Amount (USD) Per User Cost (USD) Amount (INR) Per User Cost (INR)

1 Membership On Membership Essential 1 10.00 10.00 740 740

2 Corporate Presentation On Download Essential 1 80.00 80.00 5,920 5,920

3 Business Strategy Plan On Download Effective 1 200.00 200.00 14,800 14,800

4 Financial Plan On Download Essential 1 100.00 100.00 7,400 7,400

5 Marketing Plan On Download Essential 1 100.00 100.00 7,400 7,400

6 Business Strategy Plan Presentation On Download Effective 1 125.00 125.00 9,250 9,250

7 Information Memorandum On Download Essential 1 30.00 30.00 2,220 2,220

8 PitchDeck On Download Essential 1 80.00 80.00 5,920 5,920

9 Detailed Project Report On Download Effective 1 150.00 150.00 11,100 11,100

10 Project Plan Presentation On Download Essential 1 100.00 100.00 7,400 7,400

PitchDeck Pricing

PitchDeck


12 | P a g e

PitchDeck


13 | P a g e

Financial Projections

India

As we target to do first business in India we have deep dived into the numbers in the most

conservative model as below

13.79 INR Crores is around 1869667.58 USD

World-wide

1. Considering only corporate business (B2B) with 1 user licence, no B2C considered.

2. All figures in Million USD.

3. International plan – 19 [local currency] per year or 1.5 [local currency] per month

Note All figures in INR 1 USD 74 Qty % 100% 100% 75% 50%

Price % 10% 15% 15% 20%

Fee %

Base

Price/

Amount

Raised FY1 FY2 FY3 FY4 FY5 Total (INR) Total (INR Crores)

Product ID Product Name #REF! Quantity - 78 156 312 546 819

ES03 PitchDeck Membership Price 740 57,720 1,15,440 2,30,880 4,04,040 6,06,060 14,14,140

Quantity - 78 156 312 546 819

Corporate Presentation Price 5,920 4,61,760 9,23,520 18,47,040 32,32,320 48,48,480 1,13,13,120

Quantity - 78 156 312 546 819

Business Strategy Plan Price 14,800 11,54,400 23,08,800 46,17,600 80,80,800 1,21,21,200 2,82,82,800

Quantity - 78 156 312 546 819

Financial Plan Price 7,400 5,77,200 11,54,400 23,08,800 40,40,400 60,60,600 1,41,41,400

Quantity - 78 156 312 546 819

Marketing Plan Price 7,400 5,77,200 11,54,400 23,08,800 40,40,400 60,60,600 1,41,41,400

Quantity - 78 156 312 546 819

Business Strategy Plan Presentation Price 9,250 7,21,500 14,43,000 28,86,000 50,50,500 75,75,750 1,76,76,750

Quantity - 78 156 312 546 819

Information Memorandum Price 2,220 1,73,160 3,46,320 6,92,640 12,12,120 18,18,180 42,42,420

Quantity - 78 156 312 546 819

PitchDeck Price 5,920 4,61,760 9,23,520 18,47,040 32,32,320 48,48,480 1,13,13,120

Quantity - 78 156 312 546 819

Detailed Project Report Price 11,100 8,65,800 17,31,600 34,63,200 60,60,600 90,90,900 2,12,12,100

Quantity - 78 156 312 546 819

Project Plan Presentation Price 7,400 5,77,200 11,54,400 23,08,800 40,40,400 60,60,600 1,41,41,400

Sub-Total - 56,27,700 1,12,55,400 2,25,10,800 3,93,93,900 5,90,90,850 13,78,78,650 13.79

0.56 1.13 2.25 3.94 5.91 13.79

PitchDeck


14 | P a g e

Income Statement & Analysis

Net Present Value & Benefit Cost Ratio

Breakeven Analysis

Sr. No. Product ID Product Name Head FY1 FY2 FY3 FY4 FY5 Total

4 ES03 PitchDeck Revenue 0.56 1.13 2.25 3.94 5.91 13.79

Cost 0.91 0.80 0.88 0.99 1.11 4.68

-0.35 0.33 1.38 2.95 4.80 9.11

Cost of Capital 11.00%

Inflation 10.00%

Present Value

Year Phase Cash Inflow Cash Out Flow Net Cash flow PVCF PVCI PVCO

1 Investment Period (includes CAPEX) 0.56 0.91 (0.35) -0.31 (0.31)

2 Investment Period 1.13 0.80 0.33 0.27 0.27

3 Repayment Period 2.25 0.88 1.38 1.01 1.01



Total 13.79 4.68 9.11 5.75 6.07 0.31

Method Terminology Value Interpretation

PVCF Present Value Cost 5.75

NPV Net Present Value 9.74 Pos itive - So Go ahead project

PVIC Present Value Cash Inflow 6.07

PVCO Present Value Cash Outflow 0.31

BCR Benefi t Cost Ratio 19.32 More than 1, so Go ahead project

Year Turnover Expenses GOP

Overhead

s CAPEX

Expense +

Overhead

Total

Cost Depr. Tax PAT ROI

Profitabilit

y

Cumm.

Sales

Cumm.

Cost

Net

Cashflow

1 0.56 0.48 0.08 0.39 0.04 0.87 0.91 - - -0.35 -38.25% -61.93% 0.56 0.91 (0.35)

2 1.13 0.37 0.76 0.43 0.00 0.79 0.80 - - 0.33 41.37% 29.26% 1.69 1.71 (0.02)

3 2.25 0.40 1.85 0.47 0.00 0.87 0.88 - - 1.38 157.03% 61.09% 3.94 2.58 1.36

4 3.94 0.46 3.48 0.52 0.01 0.98 0.99 - - 2.95 299.46% 74.97% 7.88 3.57 4.31

5 5.91 0.53 5.38 0.57 0.01 1.10 1.11 - - 4.80 431.86% 81.20% 13.79 4.68 9.11

13.79 2.25 11.54 2.37 0.06 4.68 - - 9.11 178.29% 61.63%

PitchDeck


15 | P a g e

Tokenomics Chart

Support Team (locked in for 24 months) 5,000,000 5%

Bounty 20,000,000 20%

Staking Rewards 20,000,000 20%

Reserves (are stored on PitchDeck cold wallet)

25,000,000 25%

Future development (will be stored on PitchDeck cold wallet)

10,000,000 10%

Private sale 10,000,000 10%

IEO Sale (only live on exchange) 10,000,000 10%

Total 100,000,000 100%

Contract type. ERC-20 Token

Total Supply. 100 MILLION

Staking facility provided by the lyfcoin staking platform.

PitchDeck coin will be exclusively available from the 10th December onwards,

from the Lyfcoin staking platform and Kryptex exchange.

PitchDeck


16 | P a g e

Roadmap

May 2019 - Conceptualization

Jan 2020 – Coding for Corporate Presentation template

Feb 2020 – Coding for Information Memorandum template

Mar 2020 – Coding for PitchDeck template

Apr 2020 – Coding for Business Planning & Strategy template

May 2020 – Coding begin for Detailed Project Report template

Jun 2020 - Mobile App – Android, IOS

Jul 2020 - Mobile App & IOS Testing , Go Live

Research

Product of

Documents

PitchDeck · Pitch Deck This is actually the point where in the prospective investor has shown some interest in the promoter’s project and the promoter is given a time slot (say