Presenting a company concept
as an investment opportunity
Length and Detail:
Tailor level of detail to time available
1. Elevator Pitch (10-60 seconds).
Think of it like a magazine ad
Focus on a crisp description of the
business and value proposition for investor
2. Written or Oral Executive Summary
(3-10 minute pitch or 3-5 pages )
3. Meeting with an investment committee in the
office of a VC or bank (15-30 minute pitch)
Investors need clear,
Cover only the most important points.
(Leave the details for the full Business Plan)
Position the company to create a
framework for your presentation.
What you do:
“Carnage Company manufactures
non-flammable seats for automobiles
Your logo here
Customer Pain and Your Solution
Describe what creates the demand for
High cost of alternatives
Explain the “value-proposition”
Product Development Stage
What work remains before you can
start mass producing and selling
Product development time-line
Identify major development risks or
Provide estimated time and cost to
bring product to market
Market Niche and Sales Potential
Market Niche: Define the characteristics of
the companies or consumers that need
your solution – your
Document the number of prospects that
have the need.
(Not based on world census numbers.)
Growth: If the market is growing explain
why Page 7
Marketing and Sales Strategy
Briefly explain the selling cycle: how you propose
to reach your target audience.
Marketing – To raise customer awareness of
your product and stimulate interest
Sales – To give decision makers a convenient
way to learn details and place order
Distribution – How will product get into hands of
customer? Who will collect payment?
Support – To help customers understand
product during installation and use.
If you rely on indirect channels such as
retailers or catalog companies, explain:
Your approach to reaching
Whose responsibility it is to raise
awareness and generate demand
Who provides pre- and post-sales
How will you get customers to change
what they are using now?
Big Dogs – How will well-known
companies with established relationships
with your target customers react to your
Barriers to Competition
Patents – Received, pending. US and abroad.
Black box technologies – Is your technology
difficult to reverse engineer?
Lead time advantage – Would it take a
competitor years to reproduce your technology?
Major Customers locked in with exclusive long-
Critical suppliers locked in
The Management Team
CEO – Prior entrepreneurial experience in
CTO – Demonstrated know-how of technology
CMO – Proven knowledge of the target
markets; strong relationships with buyers
CFO – Prior profitable experience for investors
Who is full-time, part-time?
On the sidelines awaiting funding?
Board of Directors or Advisors
Indicate if you have a BOD and/or
Highlight members that have particular
strengths, renown, or connections in
Year 1 Year 2 Year 5
- Cost of Goods Sold
= Gross Profit
Explain “dramatic” numbers, such as:
“Hockey stick” growth
The Ask: Requested Funding
How much capital do you need?
How will you use these funds to
grow the company?
(Equity investors will want an exit)
If you anticipate being acquired…
Identify two or three likely buyers
Explain why they would be
Cite price of recent acquisitions of
Describe any relationships you already
have with potential acquirers
Prepare answers to likely questions
Memorize statistics and numbers
Be open to advice and criticism
Delivering the Presentation
Lead with strongest suit
… but do not make unsupportable claims
Demonstrate control and leadership
Let your passion and confidence show
Stay within the allotted time
Slides should offer evidence to support
or supplement oral argument
Put a sales message in title
Your logo here
Short words and phrases
7 lines, 7 words, no word wrap
Light text on dark background
Arial or Helvetica
24 pts. or greater (this is 32 point)
52 point Arial
Charts and Graphs
One idea per slide
Content should be grasped in two seconds
Labels must be legible
And Finally ….
Rehearse, Rehearse, Rehearse…It does
make a difference
Practice in front of anyone that will listen:
friends, family, your management team,
Practice until smooth and polished; easy
to listen to
And remember …..
April 7, 2009 Mike Roer