Investor story

Sequoia-deck frameworkPurpose

SolutionProblem

Why now? Market

Product Business model

Team Financials

Why us? What we’re looking for

The deal

Competition

= 3 stories (+ the deal)Sequoia deck

founder story market story company story

↳

Founder storyPurpose

Solution

Why now? Market

Product Business model

Team Financials

Why us? What we’re looking for

The deal

Problem

Competition

Market storyPurpose

Solution

Why now? Market Competition

Product Business model

Team Financials

Why us? What we’re looking for

The deal

Problem

Company storyPurpose

Solution

Why now? Market

Product Business model

Team Financials

Why us? What we’re looking for

The deal

Problem

Competition

The dealPurpose

Solution

Why now? Market

Product Business model

Team Financials

Why us? What we’re looking for

The deal

Problem

Competition

Purpose - problem - solutionwhy? how? what?

Founder story

Drivers & enablersWhy now?

Market story

Market

!

• Stage

• Typical customer

• Channels

Top-down TAM

Bottom-up SAM SOM

Market story

Market Stage

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13,5% 34% 34% 16%2,5%

Market story

Empathy Map

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THINK and FEEL?

SEE? HEAR?

SAY and DO ?

GAINPAIN

1. What does she see?

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2. What does she hear?

��:KDW�GRHV�KHU���IULHQGV�VSRXVH�VD\"��:KR�UHDOO\�LQIOXHQFHV���KHU�DQG�KRZ"��:KLFK�PHGLD�FKDQQHOV���DUH�LQIOXHQWLDO"

3. What does she really think and feel?

��:KDW�LV�UHDOO\�LPSRUWDQW�WR���KHU"��(which she might not say publicly)��,PDJLQH�KHU�HPRWLRQV����:KDW�PRYHV�KHU"��:KDW�PLJKW�NHHS�KHU�XS���DW�QLJKW"��7U\�GHVFULELQJ�KHU�GUHDPV���DQG�DVSLUDWLRQV�

4. What does she say and do?

��:KDW�LV�KHU�DWWLWXGH"��:KDW�FRXOG�VKH�EH���WHOOLQJ�RWKHUV"��Pay particular attention to potential conflicts between what a customer might say and what she may truly think and feel.

5. What is her pain?

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6. What does she hope to gain?

��:KDW�GRHV�VKH�WUXO\�ZDQW���RU�QHHG�WR�DFKLHYH"��+RZ�GRHV�VKH�PHDVXUH���VXFFHVV"��7KLQN�RI�VRPH�VWUDWHJLHV���VKH�PLJKW�XVH�WR�DFKLHYH���KHU�JRDOV�

Market story

Market map - problem

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segments

problems

barrierlevel

painlevel

specificities and aspectssegment name no. 1

segment name no. 2

segment name no. 3

problem no. 1 problem no. 2 problem no. 3 problem no. 4 problem no. n

Market story

The Five Levels of Selling Points

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Core Value Proposition

Unique Selling Proposition

Benefits

Features

Problems

Market story

Competition

• Competitive landscape • target market/segment → ideal customer →

→ unique value proposition → differentiator →

→ competitive advantage

Market story

Competitive position

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Competitive differentiation 2

Competitive differentiation 1

Competitive differentiation 1

Competitive differentiation 2

Market story

Example

Market story

Product

Company story

Business model

• Revenue model • Pricing • Customer Acquisition Cost • Average account size and/or lifetime value • Sales & distribution model • Customer/pipeline list

Company story

Team

• Founders & Management • Board of Directors/Board of Advisors • Missing pieces

Company story

P/L: MRR, LTV, CAC Financials

Company story

Financial Cohort

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MRR

CAC

LTLifetime

Monthly Return Rate

Monthly Recurring Cost ROI - Return On Investment:LTV - Customer Lifetime Value:

MRR

CAC

LTLifetime

ROI - Return On Investment:

CLV - Customer Lifetime Value:

-10

-20

-30

-40

10

20

30

32 4 5 6 121110987

110%

84 €

MRR

CAC

Lifetime

ROI - Return On Investment:

CLV - Customer Lifetime Value:

Free Trial

-10

-20

-30

-40

10

20

30

32 4 5 6 121110987

460%

224 €MRCMRC

LT

MRRn

CACn

LTLifetime

ROI - Return On Investment:

CLV - Customer Lifetime Value:

-10

-20

-30

-40

10

20

30

32 4 5 6 121110987

460%

224 €MRCn

Customer Acquisition Cost

MRC

1 1 1

Company story

-100000

-50000

0

50000

100000

150000

200000

250000

-20000

-10000

0

10000

20000

30000

40000

50000

May-14

Jul-1

4

Sep-14

Nov-14

Jan-1

5

Mar-15

May-15

Jul-1

5

Sep-15

Nov-15

Jan-1

6

Mar-16

May-16

Jul-1

6

Sep-16

Nov-16

Jan-1

7

Mar-17

May-17

Jul-1

7

Sep-17

Nov-17

Jan-1

8

Mar-18

May-18

Jul-1

8

Sep-18

Nov-18

Jan-1

9

Mar-19

May-19

Jul-1

9

Sep-19

kum

ulat

ive

diff

eren

ce

mon

thly

KP

Is

New Users

churn

CAC

MRR

MRC

monthly COST

monthly difference

kumulative difference

revenue

Company story

Why (trust) us?

• Traction metrics (funnel, churn, lifetime)

• Lesions learned

• Next stepsPRO

OF

Company story

The art of pitch

The Sequoia deck framework is a thinking tool,

not a template.

pitch = story + metrics

Anatomy of a perfect pitch

emotions reason

why? what? how?