How to create a compelling elevator pitch, a 15-page investor pitch deck and tell your founder story

1. KELLY HADOUS
@kellyhadous
CHERYL YEOH
@cherylyeoh
HACKING YOUR INVESTOR PITCH DECK

2. COMPELLING ELEVATOR PITCH
@cherylyeoh@kellyhadous

3. A simple formula to creating a good
elevator pitch is the following:
“My company, _[company name]_,
_[unique value proposition]_, is building a
_[product solution]_ to solve _[problem]_,
addressing the _[addressable market]_.
Feel free to tweak the formula, but all the
basic elements should be there.

4. For example:
“My company MaGIC, that is run by
entrepreneurs for entrepreneurs, is building a
platform for high-growth and social
entrepreneurs to be exposed to a regional and
global mindset, educated in specific startup
skills, and for their startups to be accelerated to
be investment-ready, addressing the 620M
market opportunity in Southeast Asia that they
can potentially capitalize on.”

5. Example of an expanded pitch:
“In just one year, we’ve educated over 14,000 budding
entrepreneurs via MaGIC Academy workshops and we’re
specifically proud to have created over 200 new developers
who can now code and build products. In fact, we just
launched the MaGIC Accelerator Program (MAP), where we
received over 1,000 applications from 26 countries, and
selected 77 early-stage startups to be part of our first cohort
over the 4-month program, making it Asia’s largest equity-
free accelerator. Finally, 70% of our entrepreneurs who
were part of our e@Stanford exposure program have raised
funding. We’ve just published our 1-year impact report that
you can find at impact.mymagic.my.”

6. 10-MIN INVESTOR PITCH
@cherylyeoh@kellyhadous

7. STARTUP LOGO
Startup Name
Founders Names
Date
Taglines (if any)

8. PROBLEM STATEMENT
Why is this problem important
to the world?

9. FOUNDER STORY
Why this problem is important to you, the
founder? Why are you passionate about this
problem?

10. PROPOSED SOLUTION
Is this a “painkiller” or a “vitamin”?

11. PRODUCT SCREENSHOTS
Show how it works.
Visuals speak a thousand words.

12. WHY NOW?
Why is this the right timing for your
product to flourish?

13. UNIQUE PROPOSITION
Why you’re better than existing solutions?
Who are your competition?

14. INITIAL TARGET MARKET &
EVENTUAL MARKET SIZE
You can start with the addressable local market
size, but need to show the larger ASEAN market
opportunity for this to be interesting to
investors

15. UNIT ECONOMICS & BUSINESS MODEL
Here’s how the math makes sense
CAC <<(3) CLTV
Do you understand the costs and profit margins of
your business at scale, even if the unit economics
early on will be different?

16. USER ACQUISITION & DISTRIBUTION
What are the different channels you’re going to
use to acquire your customers and the costs for
each. Are they scalable and sustainable?

17. TRACTION OVER TIME
Growth chart since your product launch

18. VALIDATION FACTORS
Testimonials or proof of concept
from each customers

19. TEAM
Credibility and background of your team.
Why you’re the right team to
execute on this vision?

20. EXISTING INVESTORS
OR ADVISORS
If any

21. CALL TO ACTION OR ASK
How much are you raising?
How much has been committed?
What are you using the funds for?

22. CONCLUSION
End with a bang!

23. FOUNDER STORY
@cherylyeoh@kellyhadous

25. ONE PAGER (a tease)
@cherylyeoh@kellyhadous

26. LAVAFLOWERS by environmentally friendly farmers
Lava Flowers aim to shorten the supply
chain between the farmers and
consumers so that unnecessary
logistical cost could be eliminated to
ensure fresher flowers and happier
farmers.
PROBLEM
People buy flowers all the time for
various occasions. Unfortunately,
the flower supply chain is
extremely inefficient which results
in poor quality flowers at a high
cost.
SOLUTION (Clearly Include
USP)
We work with the farmers from
ground zero to source the supply
directly from there. We are
managing the whole supply chain
and that will reduce the overall
cost of the flowers.
TARGET MARKET & MARKET SIZE
Malaysians, aged 22-35: 7.0 million
Indonesians, aged 22;35: 22 million
Singaporeans, aged 22-35: 1.5 million
BUSINESS MODEL
We sell flowers online with minimal
marketing to achieve a low customer
acquisition cost.
ACHIEVEMENTS
We have received RM150,000 from Cradle Fund Sdn Bhd and have appeared on
Shark Tank for a pitching competition.
TEAM
Azim Iskandar
Founder, CEO
5 years of marketing experience,
cofounded a social marketing platform
for fashion accessories and a flower
enthusiast.
Wong Lai, Tan
Founder, CTO
Full-stack engineer, loves building
beautiful websites and mobile
applications.
Other team members: Shahmi (Intern),
Sharan (Intern)
CONTACT INFORMATION
Wong Lai, Tan
Azim Iskandar
Web: http://www.lavaflowers.my
+6012-456 7891
+6017-143 2239
wonglai@lavaflowers.co
m.my
azimisk@lavaflowers.comwww.facebook.com/lavaflowersmy
COMPETITION
Other flower delivering companies
such as TheBouqs, BloomThis and
traditional retail florist shops.
COMPANY REGISTRATION STATUS
Sendirian Berhad
NUMBER OF USERS/CLIENTS
As of July 2015, we’ve acquired
10,000 active users.
PAGE VIEWS
We have 5,000 unique monthly
visitors to our website
KEY METRICS
PROGRESSIVE GROWTH CHART

27. INTERNAL USE ONLY
@cherylyeoh@kellyhadous

28. LAVAFLOWERS by environmentally friendly farmers
FINANCIAL INFORMATION Cash Position
The company has enough funds to sustain a period of 18 months.
CAP TABLE
Shareholder
Common Common
Fully Diluted % FDStock Options
Founder #1 950,000 950,000 57.3%
Founder #2 300,000 300,000 18.1%
Employee #1 200,000 200,000 12.1%
Employee #2 100,000 8,000 108,000 6.5%
Pre-Investment Option
Pool 92,000 100,000 6.0%
Total 1,550,000 100,000 1,658,000 100%
Current Valuation
The company is currently valued at $1,000,000.
How much are you looking to raise at demo day? And at
what valuation?
At the end of the program, we are looking to raise RM2,000,000 at a
valuation of RM10,000,000.
SHAREHOLDING
Shareholder Amount (RM)
Founder #1 50,000
Founder #2 20,000
Employee #1 20,000
Employee #2 10,000
Total 100,000

29. THANK YOU!
@cherylyeoh@kellyhadous

30. 10 CORE TENETS OF MAP
1. Be a PURPOSE-DRIVEN founder. Remember why you’re here.
Why you’re building this company
2. FOCUS on doing one thing really really well, one at a time
3. Be INSANELY OPTIMISTIC about possibilities but grounded with practicality
4. STAY HUMBLE: Always be CURIOUS and eager to LEARN
5. DARE TO FAIL: Be diligent about EXPERIMENTING with different strategies &
methods every week: DOUBLE DOWN on those that work
and cut out those that don’t
6. HUSTLE and try harder: Two of the most valuable characteristics of
a great founder is RESOURCEFULNESS & PERSISTENCE.
There are always 10 different ways of achieving something
7. PAY IT FORWARD: Give before you Take
8. When in doubt, ALWAYS CARE. Your platoon’s problem is your problem.
Their success is your success
9. PERSONAL GROWTH is as important if not more
important than COMPANY GROWTH
10.Don’t miss the FOREST for the TREES