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HOW TO STRUCTURE
YOUR PITCH
Guidelines & Suggestions
November 2021
2
Flow - not a slide for your pitch
• Introduction
• Problem
• Product/Service Description
• Milestones 7
• Team
• Market & Competition
• Business Model & Go-To-Market Strategy
• Financial Plan
• Investment Round & Needs
3
Presentation guidelines
• Present in a clear and synthetic way (no more than 20 slides).
• Use big type size (min. 18-20) and write as less as you can, use
images & charts when possible.
• You don’t need a fancy UX, some of the most successful pitch
decks were able to convey concise messages without a strong
brand identity (few examples later).
• Explain clearly what the company does in the first few slides.
• Show why your company is a terrific investment opportunity
(milestones reached/growth/market potential).
• Show a vision. Make the listener-investor believe in you.
4
Introduction
• Company name & logo.
• Define the company/business in one sentence.
• “Company presentation for B4i Acceleration/Pre-Acceleration
Program - Spring 20XX”.
AN
EXAM
PLE
Fall 2022

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Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.

pitch deckelevator speechbusiness plan
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The document provides guidelines for creating an effective startup pitch deck to present to angels and venture capitalists. It outlines the core components that should be included in the deck, such as the elevator pitch, team, solution, traction, competition, business model, financials, and ask. The guidelines recommend keeping the deck concise with clean slides, showing results instead of just telling about them, and practicing the pitch. It also provides tips for preparing for the pitch meeting, such as researching the investors and checking fit beforehand.

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This document outlines best practices for creating an effective startup pitch deck. It recommends including core slides that introduce the problem, solution, team, traction, business model, financials, and capital request. Additional slides can provide more details on the market, competition, marketing strategy and financial projections. Key advice includes showing qualitative and quantitative validation, telling a clear story, addressing the big problem and opportunity, and focusing on the essential information. The goal is to grab attention, prove fit and potential, and get to the next meeting.

5
Problem
• What problem you’re solving?
• How are your potential customers solving the problem today?
• Include data backing your claims. Sources for market research
could be: Doxa, Statista, Euromonitor, etc.
6
Product/Service Description
• Which is the Unique Selling Proposition (USP)?
• What are the benefits and solutions offered to customers (don’t
just focus on features)?
• Which are the technological, product and market sustainable
advantages?
• Show an image, video or a demo of your product, when possible.
7
Milestones
• Yearly and/or monthly revenue trends.
• Weekly and/or monthly user growth trends.
• Current leads/contracts closed with B2B customers.
• Patents and brands registered (if any).
• Existing significant strategic customers/partnerships.
8
Team
• Founder 1 name, qualification (+ picture).
• Relevant experiences (no more than 2 lines, or logos of previous
employers).
• Founder 2 name, qualification.
• Relevant experiences.
• Founder 3 (etc.).
• Advisors (if any).
• Investors/shareholders (if any).
AN
EXAM
PLE

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The document provides an overview of key sections to include when writing a business plan for a startup IT business. The executive summary should be 2 pages or less and explain the business concept, products/services, customers, ownership, and future outlook. The marketing plan discusses the target market, competitors, and marketing strategy. The operational plan covers daily operations, production, location, personnel, and inventory. The financial plan includes profit projections, cash flow statements, and break-even analysis. Appendices contain supplemental materials.

itengineering
9
Market and Competition
• Target Market (and its segmentation).
• Market dimension (Total Available Market - TAM in €) and growth rate.
• Main competitors, barriers to entry, main market dynamics, important
competitive factors (competition chart).
• External and available market research.
10
Business Model & Go-to-Market
Strategy
• How do you make money/acquire customers.
• Go-to-market strategy.
• Strategies about provisions and production (when
applicable/relevant).
11
Financial Plan
• The closer your startup is to product/market fit, the further your plan
should look into the future - with a limit of maximum 3 years.
• Feel free to keep your projections at 1-2 years into the future: what we are
looking for is not a scientifically precise financial forecast, but a sound
reasoning from the entrepreneur who is structuring the plan.
• Make sure to include revenue and EBITDA indicators, as well as a
projection of the most relevant metrics for your business.
• If you’re applying for Pre-Acceleration, it is not mandatory to prepare a
financial plan. We nevertheless recommend starting to think about it, as it
will be a pillar document to support your decisions during the life of your
company.
12
Investments Round & Needs
• How much are you raising?
If you’re aiming at just the €50k from B4i, no need to include this point.
• To do what?
(investments planned: Area 1, %/€, Area 2, %/€, Area 3, %/€).
• Current cap table.
• Other investors interested.
AN
EXAM
PLE

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The document provides guidance on developing a business plan. It defines a business plan and outlines its key components, including an executive summary, description of the product/service, market analysis, marketing strategy, organizational structure, and financial projections. An effective business plan clearly conveys customer value, market size and growth potential, and feasibility while addressing competition and risks. Developing a business plan requires thorough research and forces disciplined thinking about transforming a business idea into a viable enterprise.

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Fortunate to be volunteering to teach Middle and High Schoolers entrepreneurship (runs Jan. to Jun. 2016).

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13
Additional sources and
benchmarks for your pitch deck
• Lessons From A Study of Perfect Pitch Decks - Techcrunch
• The Early Pitch Decks Of 15 Startups Before They Became Billion-
Dollar Companies - CBInsights
• Sequoia Capital Pitch Deck Template
• What should be in my fundraising slides?
B4i BOCCONI FOR INNOVATION
Via Sarfatti 25 | 20136 Milano - Italia | infob4i@unibocconi.it | www.b4i.unibocconi.it
GOT QUESTIONS?
Feel free to email us at infob4i@unibocconi.it
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How to structure your pitch - B4i template

  • 1. Powered by HOW TO STRUCTURE YOUR PITCH Guidelines & Suggestions November 2021
  • 2. 2 Flow - not a slide for your pitch • Introduction • Problem • Product/Service Description • Milestones 7 • Team • Market & Competition • Business Model & Go-To-Market Strategy • Financial Plan • Investment Round & Needs
  • 3. 3 Presentation guidelines • Present in a clear and synthetic way (no more than 20 slides). • Use big type size (min. 18-20) and write as less as you can, use images & charts when possible. • You don’t need a fancy UX, some of the most successful pitch decks were able to convey concise messages without a strong brand identity (few examples later). • Explain clearly what the company does in the first few slides. • Show why your company is a terrific investment opportunity (milestones reached/growth/market potential). • Show a vision. Make the listener-investor believe in you.
  • 4. 4 Introduction • Company name & logo. • Define the company/business in one sentence. • “Company presentation for B4i Acceleration/Pre-Acceleration Program - Spring 20XX”. AN EXAM PLE Fall 2022
  • 5. 5 Problem • What problem you’re solving? • How are your potential customers solving the problem today? • Include data backing your claims. Sources for market research could be: Doxa, Statista, Euromonitor, etc.
  • 6. 6 Product/Service Description • Which is the Unique Selling Proposition (USP)? • What are the benefits and solutions offered to customers (don’t just focus on features)? • Which are the technological, product and market sustainable advantages? • Show an image, video or a demo of your product, when possible.
  • 7. 7 Milestones • Yearly and/or monthly revenue trends. • Weekly and/or monthly user growth trends. • Current leads/contracts closed with B2B customers. • Patents and brands registered (if any). • Existing significant strategic customers/partnerships.
  • 8. 8 Team • Founder 1 name, qualification (+ picture). • Relevant experiences (no more than 2 lines, or logos of previous employers). • Founder 2 name, qualification. • Relevant experiences. • Founder 3 (etc.). • Advisors (if any). • Investors/shareholders (if any). AN EXAM PLE
  • 9. 9 Market and Competition • Target Market (and its segmentation). • Market dimension (Total Available Market - TAM in €) and growth rate. • Main competitors, barriers to entry, main market dynamics, important competitive factors (competition chart). • External and available market research.
  • 10. 10 Business Model & Go-to-Market Strategy • How do you make money/acquire customers. • Go-to-market strategy. • Strategies about provisions and production (when applicable/relevant).
  • 11. 11 Financial Plan • The closer your startup is to product/market fit, the further your plan should look into the future - with a limit of maximum 3 years. • Feel free to keep your projections at 1-2 years into the future: what we are looking for is not a scientifically precise financial forecast, but a sound reasoning from the entrepreneur who is structuring the plan. • Make sure to include revenue and EBITDA indicators, as well as a projection of the most relevant metrics for your business. • If you’re applying for Pre-Acceleration, it is not mandatory to prepare a financial plan. We nevertheless recommend starting to think about it, as it will be a pillar document to support your decisions during the life of your company.
  • 12. 12 Investments Round & Needs • How much are you raising? If you’re aiming at just the €50k from B4i, no need to include this point. • To do what? (investments planned: Area 1, %/€, Area 2, %/€, Area 3, %/€). • Current cap table. • Other investors interested. AN EXAM PLE
  • 13. 13 Additional sources and benchmarks for your pitch deck • Lessons From A Study of Perfect Pitch Decks - Techcrunch • The Early Pitch Decks Of 15 Startups Before They Became Billion- Dollar Companies - CBInsights • Sequoia Capital Pitch Deck Template • What should be in my fundraising slides?
  • 14. B4i BOCCONI FOR INNOVATION Via Sarfatti 25 | 20136 Milano - Italia | infob4i@unibocconi.it | www.b4i.unibocconi.it GOT QUESTIONS? Feel free to email us at infob4i@unibocconi.it