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Online Extra: It's All in the Sequence


The New York Angels, a group of about 60 wealthy individuals that makes early-stage investments, hears more than a dozen presentations each month from companies looking for funding. Here's its suggested sequence for a successful financing pitch, courtesy of David S. Rose, the group's chairman.

Company Title Page

Start with the name and logo of the company, the name and title of your presenter, a one-line description or tagline about the company, and the dollar amount of the round you are raising.

Business Overview

Boil down your elevator pitch to one sentence. Tell us what you sell or do in very concrete language. This sets the context for the rest of your presentation.

Management Team

Show us your talent and experience, with one line of background (two lines max!) on each member.

Market

What's the environment in which you operate, how big are the segments, what are the pain points?

Product

How do you solve a customer's pain? What exactly do you do? This can be illustrated with a clear product or screen shot, or a simple process diagram, but if we don't know what you do, we won't know why we should fund you. (But don't spend too much time on this, since you're pitching the company here, not the product.)

Business Model

Who pays whom, how much, for what and from where. What does this mean for annualized revenue streams?

Customers

Who are they, how many are there, how do you distribute to them, and how are they attracted and retained?

Strategic Relationships

If you have any, make sure we know about them.

Competition

Who and how threatening are they? What are the differentiation factors? Include both direct and indirect competitors. Remember that everyone has competition, even if it is just "the old way" of doing something.

Barriers to Entry

How will other potential competitors be kept at bay?

Financial Overview

Show us your top-line revenues and expenses, and EBITDA two years back and four years out.

Use of Proceeds

Where will our money take you?

Capital & Valuation

How much have you raised previously, who are your current investors, what are you looking for in this round, and how do you come to your suggested valuation?

Review

Provide a brief summary of what you said, in this same order, narrowed to the five or six most important points.

Contact Info/Next Steps

Lead us into the next step, such as a follow-up meeting for due diligence...and include your contact info!


Steve Ballmer, Power Forward
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