ISF INFORMATICA & ANALYTICA PVT. LTD.
PitchDeck Whitepaper
“Investor Pitching Made Easy”
2/28/2020
PitchDeck
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
• Word of Mouth
Corporates
• Events
• Tele-calling
• Free Trail Period
• Regional B2B Sales Team
PitchDeck
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
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PitchDeck
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
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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
4 Repayment Period 3.94 0.99 2.95 1.95 1.95
5 Repayment Period 5.91 1.11 4.80 2.85 2.85
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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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
@Copyright 2020 PitchDeck– All rights reserved Product of ISF Analytica and Informatica Ltd
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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
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