EXAMPLE PITCH DECK

FOR APPLYING TO ACTIVATE

• Keep it simple. Explaining something complicated in a simple way shows skill. Use visualizations instead of long paragraphs of text.
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• Be concise: less is more. However, this pitch deck differs slightly from the pitch deck you would send to an investor or use when pitching. This pitch deck must be self-explanatory so it may require a bit more text than usual.

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• Get feedback and show others! If someone can’t understand your business just by skimming through the deck, simplify it!

A FEW TIPS:

Oneliner.

COMPANY LOGO.

💡

- This is your chance to steer readers in the right direction, so choose a picture that shows your product in action or the industry that you are in.

- The one-liner should give a high-level idea of what you are doing.

Here you describe the problem

1. THE PROBLEM

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- Describe the problem you are solving and who is experiencing it

- Solving several problems? Choose the biggest one

- Your job is to have the listener/reader understand and/or relate to the problem. You can use storytelling, a persona, or data to do so

- The goal is to describe the problem with such clarity that the solution can be guessed

Describe the consequences of the problem

… or show data that supports the problem and its effects

… or use storytelling or a persona to showcase the problem and its effects

Here you describe the solution

2. THE SOLUTION

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- The solution is your product/service

- Product/solution itself not of interest! Rather, focus on the benefits it creates for the customer

- Mockups/product images - highlight the user journey and experience

(do not showcase features and technical capabilities)

- Main point: what value are you providing for the user?

Describe the benefits of your solution

… and show the value that you are providing for the user

Tip: Focus on the user journey

A market expected to grow X% in 3 years

3. MARKET/CUSTOMERS

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- How big is the total market (in USD) and how much of that market do you expect to capture?

- You can either show this by using TAM, SAM, SOM framework* or the “Bottom up approach” (Start with one unit and scale up based on assumptions around customer acquisition, retention, distribution, production capabilities, etc.)

- Make sure you define what time horizon you use

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*https://www.thebusinessplanshop.com/blog/en/entry/tam_sam_som

$1.9B

$500M

$60M

Total Available Market

How big is the total market, i.e. the largest possible market?

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Serviceable Available Market

Out of that total market, how big is the market that fits you?

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Serviceable Obtainable Market

Out of the market that fits you, how big is the market that you can reach/obtain?

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4. IDEAL CUSTOMER PROFILE (ICP)

An ICP, or Ideal Customer Profile, is a clear and specific description of the perfect customer for your product or service. It helps you target your marketing and sales efforts effectively.

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You can include the following key elements in your ICP:

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- Demographics: Define key demographic traits of your ideal customer, such as age, location, income, and job title.

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- Needs and Pain Points: Describe the specific needs, problems, or pain points that your ideal customer faces, which your product or service can address effectively.

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- Value Proposition: Emphasize how your product or service aligns perfectly with your ICP's needs and pain points. Highlight the unique value you bring to the table and why your offering is a must-have for them.

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- Market Potential: Showcase the market size and growth potential of the segment that matches your ICP.

OR

5. COMPETITION

Competitive advantage 1

Competitive advantage 2

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- In what other ways can your customer solve the problem? “Companies with similar products” is too narrow of a scope - e.g. a competitor to data analytics tool could be Excel, pen and paper, outsourcing it, etc.

- Two common ways to visualize competitive landscape:

• Two axis chart (magic quadrant)
• Power grid table

Founding team

A diverse team ready to execute

6. TEAM

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- The team is probably the most important part of any startup!

- Show that you are exactly the right people to execute the idea – show how the team members complement each other and showcase your view on diversity

- Show the relevant backgrounds and competences you have – use logos to showcase where you have previously worked/studied

- If you have relevant advisors / investors it can be worth it to add them. Distinguish them clearly from the team members

logo.

Name

Title or role

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Background in a few words.

Name

Title or role

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Background in a few words.

Name

Title or role

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Background in a few words.

Name

Title or role

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Background in a few words.

logo.

logo.

logo.

logo.

logo.

logo.

logo.

Name

Title or role

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Background in a few words.

logo.

logo.

Advisors

7. BUSINESS MODEL

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- In the simplest way possible, show how you will make money

- Show your pricing

- Show your unit economics/margins if you have any. Not mandatory*

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*https://www.masterclass.com/articles/how-to-calculate-unit-economics-for-your-business

premium.

enterprise.

free.

LTV $45x9

CAC $125

—— = ———— =3,24

average monthly subscription

profit

average time they will be customers

average cost of acquisition for all channels

8. SCALABILITY

$ ARR (Annual recurring revenue)

Years

7

pre-seed

A-round

B-round

Scale to Nordics

Enterprise product launch

Scale to the US w/ office

C-round

D-round

Add this new market segment

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- Time to create FOMO, show how you will scale!

- Common to show a 5–10 year growth graph, a so called “hockey stick”

- How does your revenue growth/user growth look?

- What activities and new markets will contribute to growth?

- Make sure to include labels and metrics on both axes; y-axis can have customers, revenue or other growth metrics, while the x-axis should have years

6

5

4

3

2

1

8

9

seed

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120M

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100M

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80M

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60M

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40M

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20M

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10M

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0M

$100M in ARR

9. SUSTAINABILITY

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- Describe how you work, or intend to work, with sustainability

- You can base it on goals and specific sub-goals in Agenda 2030.