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