Guy Kawasaki On What Must Be Included In A Pitch Deck

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Guy Kawasaki is a marketing legend who knows a thing or two about product, early stage startups, and funding ventures. What does he say you need to include in your pitch deck in order to get the capital you need?

The Evangelist

Guy Kawasaki worked on the Macintosh way back in the day as an Apple Evangelist. He has sat on the Wikimedia Foundation's Board of Trustees. He's worked with Motorola and Canva. As a VC, he has invested in D.light, Tripwire, Motley Fool, and Pandora.

The author of The Art of The Start says you should be able to deliver a 10 slide pitch deck in a 20 minute presentation. Leaving your business plan aside, here are the slides he says to use.

Guy Kawasaki's 10 Slide Pitch Deck

1. Title

2. Problem/opportunity

3. Value proposition

4. Underlying magic

5. Business model

6. Go to market plan

7. Competitive analysis

8. Management team

9. Financial projections

10. Current status, accomplishments, and use of funds

1. TITLE SLIDE

Guy says to use this slide to put your name and title, company name, address, email and your mobile number.

I recommend the same in the pitch deck template you can get in our fundraising training. 

2. Problem & Opportunity

Demonstrate the pain you are taking away, and the pleasure you are delivering with this business, product or service.

Use your two minutes of presenting this slide to tell a powerful story that your audience can relate to.3. Value Proposition

What is the value you are bringing in relation to the pain you are taking away and pleasure you are giving?

4. Underlying Magic

What is the secret sauce or technology underpinning your venture?

Use fewer words, and more images as possible. A picture is worth 1,000 words. A prototype can be worth 10,000 slides if you have one to demo and show off. 

5. Business Model

When it comes down to the business model you need to ask yourself who has the money to pay for your product or service? How are you going to exchange what you have for their money? How does this work as a real business?

6. Go To Market Plan

How are you going to reach your customers? How are you going to do it without going broke?

Your business can't rely on SEO, Google, or Facebook ads. It's even better when you have unique marketing channels or existing connections to distribution partners.

7. Competitive Analysis

This is one area in which Guy Kawasaki says more is actually more, (and it is better to err on the side of giving more detail and a truly comprehensive view), than too little. 

This certainly shows that you've done your homework and know the market. This is one factor which most entrepreneurs typically totally bomb at, and ultimately takes them down along with their investors.

Know your competition and how you are different. Know who could quickly become your competitors if they see you succeeding with this venture. Know what others are raising in capital at this stage, and who from.

8. Management Team

Here you will include your founders, managing team, board of advisors, and board of directors. Also include any other major or notable investors from previous rounds. 

This is important, even if you already know some of the people you'll be pitching. They have to show their partners and LPs that this makes sense and looks good on paper too. 

They want to know what domain expertise and proven talents you have, as well as where there may be gaps and opportunities to add value.

9. Financial Projections

Guy recommends including a three-year forecast of financials. He also wants to see key metrics, such as users and conversion rates. He says to work from the bottom up, not top down. 

10. Current Status & Outlook

Where are you with your startup right now? Especially in terms of developing your product? What have you accomplished? Use a timeline to keep it simple. What does the near future and next steps look like for you? How do you plan to use any funds you receive in this fundraising round?

Special note: Kawasaki says not to include any fluffy ideas about what type of exit you might pursue in the future or when. And, especially in the early stages investors shouldn't be asking either. Things will unfold as you go.

Summary

Pitch decks are the key to getting the money you need to bring your startup to life, keep it going until it can stand on its own two feet and keep it growing. It can be hard enough to nail it on startup fundraising, even if you've done it before or already have an exit under your belt. A poor pitch deck is only going to make it that much harder.

Unfortunately, it is far too easy for even hyper-intelligent startup founders to get lost in creating a pitch deck. Be efficient, and use an existing pitch deck template that is recommended by those who have been or are investors and know what they want to see on the other side of the table. As well as what they don't want to see.

You can use this model to swiftly craft a winning pitch deck, and then get out there and present so that you can get the funds you need.

BIO

Alejandro Cremades is a serial entrepreneur and the author of The Art of Startup Fundraising. With a foreword by 'Shark Tank' star Barbara Corcoran, and published by John Wiley & Sons, the book was named one of the best books for entrepreneurs. The book offers a step-by-step guide to today's way of raising money for entrepreneurs. 

Most recently, Alejandro built and exited CoFoundersLab which is one of the largest communities of founders online. 

Prior to CoFoundersLab, Alejandro worked as a lawyer at King & Spalding where he was involved in one of the biggest investment arbitration cases in history ($113 billion at stake). 

Alejandro is an active speaker and has given guest lectures at the Wharton School of Business, Columbia Business School, and at NYU Stern School of Business. 

Alejandro has been involved with the JOBS Act since inception and was invited to the White House and the US House of Representatives to provide his stands on the new regulatory changes concerning fundraising online.