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The Exact Pitch Deck I've Used To Raise Millions From Investors (#436) — Transcript

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0:10All right, what's up y'all? Sean here
0:11and this is going to be a different type
0:13of episode. This is a what I'm calling a
0:15master class. So master class didn't
0:17invite me to do a master class because
0:19I'm not famous.
0:21But F them, I'm going to do it myself. I
0:23know how to do some things really really
0:25well, one of which is pitching. And so
0:28if you're listening to this on the
0:29podcast feed,
0:31it's going to be slightly not ideal
0:32because I'm going to share my screen and
0:33I'm going to show I'm going to give away
0:35one of my little assets, which is my
0:37dummy pitch deck. So this is
0:39literally a template for how I do my
0:41pitch decks that is for any business
0:44that's trying to raise money.
0:46You want to send a deck to an investor
0:48and you want to have them understand
0:50what you're doing, be excited about what
0:51you're doing and cut you the check. This
0:53is a deck that I have used to raise
0:55money. I have sent to other founders or
0:57helped them raise money. I also in my
0:59power writing course, one of the
1:01templates I give
1:04away. So normally people pay $1,000 to
1:06take that course. This is one of the
1:08little things in there. I'm giving this
1:09away for free right now. So if you're on
1:10the podcast feed, you're not going to be
1:11able to see my screen. So what I
1:13recommend you do,
1:14hit pause, open YouTube, type in my
1:16first million.
1:18That's find our channel, subscribe to it
1:20and and now you you will be able to see
1:23the screen here because it's going to be
1:24a lot better with the visuals. But if
1:25you're on YouTube already, all right,
1:26you're here. So here's um
1:29Let's let me pull this up. So this is my
1:31dummy pitch deck. And by the way, I'm
1:33doing this kind of live and improvised.
1:34I haven't looked at this in a little
1:35while. So there might be some some funky
1:37stuff going on, but that's okay. We'll
1:39we'll we'll improvise as we go. So the
1:41first thing is your title and a small
1:44subtitle explaining what you do. And as
1:46we go through this pitch deck, I'm going
1:49to um write in an example from that that
1:52we I had done with a founder
1:54in our power writing course. Okay, so
1:56for example, here with the this is your
1:59title. So they go, we are Shoony. And I
2:01was like, okay, what the heck is that?
2:03And they go,
2:04you know, first they said, we are an app
2:06for people with insomnia. And I said,
2:08okay, that's kind of
2:09you know, that's that's okay. What's a
2:11subtitle that says the outcome
2:15and maybe your special sauce. And so
2:17this is where we landed on. So we go
2:19they said, we are helping millions
2:22Oh.
2:23millions of people fix their insomnia
2:27with skills, parentheses, not pills.
2:31So that took a little bit of
2:31workshopping to get that one liner, but
2:33when you have that one liner,
2:35feels so good when you get that one
2:37liner. So I think this is great. What
2:38are we doing? We are out here trying to
2:40help millions of people fix their
2:41insomnia with skills, not pills. All
2:42right, so that's your first line. First
2:44slide. Now let's get to the good stuff.
2:46So this is where you want to you if you
2:48have credibility, you want to lead with
2:50it, which is basically in the beginning
2:52of any pitch, an investor is trying to
2:55figure out, should I even care? Should I
2:57listen? And should I listen is going to
2:58come down to one of two things. Number
3:00one,
3:01um
3:02do you have something that I want? So
3:03that's kind of what the title slide sort
3:05of hints at. What do you what do you
3:06actually do? And the second is
3:08or are you somebody that is legit? Are
3:11you worth listening to? Do you have
3:13credibility or some some gravity to you
3:15about what you've done? So if you have
3:17accomplishments, I like putting that as
3:19slide two. So a bit of credibility, if
3:21you have some accomplishments, set the
3:22stage. This is your quick intro, which
3:24sounds polite, but it's actually a place
3:26to humble brag. And
3:28if you or a company doesn't have
3:29accomplishments, then skip don't put
3:31this here. You don't want to lead with
3:33I'm not that interesting. So in Shoony's
3:36case, I go, why you know, do you have
3:38any credibility? And they go, well, our
3:41co-founder or a partner is this guy
3:43Matthew Walker who wrote this book, Why
3:45We Sleep. It's a I was like, oh, I've
3:47heard that book. It's like a best
3:48seller. They go, yeah, exactly. So I go,
3:50perfect. So our title became, we
3:54literally
3:56wrote the book on sleep.
3:58And then basically I explained
4:01um our co-founders
4:04you know,
4:05our founders book
4:07Why We Sleep is a New York Times best
4:11seller
4:12with over X million copies
4:16sold or whatever the thing is.
4:19Um
4:19So that's like one of them and then
4:22yeah, the other person
4:24and I'm a
4:26AI research scientist who has
4:31who was responsible for a $500 plus
4:36biz business
4:38unit at Accenture.
4:40We built this app in 5 weeks and have
4:46over you know, whatever XXX
4:50downloads with zero paid
4:53spend. Right? So something like this.
4:56You're trying to show that you were
4:57highly highly credible and then you
4:59know, I would put the you know, the the
5:02like the title of the book, you know,
5:03the the the recognizable image or some
5:06image here
5:07in in big words. And again, forget the
5:09formatting, right? Like I'm not working
5:10on slide design right now. That's why I
5:13just took the Times New Roman black
5:15font, white slide because I'm not
5:17worried about design. That will come at
5:19the end. We'll do that later. For now,
5:20it's what is the story? What is the
5:22storyline that's going to get somebody
5:24hooked? So here we're saying
5:26we have a compelling initial thing.
5:27We're helping millions of people fix
5:28insomnia with skills, not pills.
5:30Secondly, we're we're legit. You should
5:32listen to us. We literally wrote the
5:33book on sleep. One of the best sellers,
5:35we wrote that. I'm a good business
5:36person and an engineer. That's the
5:38dynamic duo that's going to build this
5:39thing. Okay, great.
5:41So now you're going to say, most
5:42customers have this problem.
5:45And it's going to be backed by either
5:47really compelling data or a personal
5:49story.
5:50And so you know, I'm going to just copy
5:52paste kind of what I did for them here.
5:54So most customers have this problem. For
5:56that we did, 25% of Americans have have
6:00insomnia. That's 75 million people.
6:03Right? And then we added to that
6:06the personal story. So that became
6:09including me. I had insomnia for years.
6:11I tried pills but felt yucky. I tried
6:12essential oils, it did nothing. Finally,
6:14I found something that worked. Okay? So
6:16this is your problem slide. Your problem
6:18slide with a big headline number that
6:20punches you in the face, shows how big
6:22of a problem it is and ideally maybe a
6:24personal connection to it. I had this
6:26problem. I knew this problem. I either I
6:28had this problem or
6:30I was a doctor and I saw thousands of
6:31patients who had this problem. I've
6:32helped treat thousands of patients have
6:34this problem. Right? So something like
6:35that that connects you to the problem is
6:37ideal.
6:39And then you want to do the current
6:40solution. So before what what people are
6:42tempted to do is say, here's my
6:43solution. Here's why we are so great.
6:45Instead, you want to say, here's how
6:48they try to fix it today. So what we did
6:50for this was we said,
6:52So the how we solve it today,
6:54we did
6:56Americans spend 75 billion dollars per
6:58year on sleep aids to try to fix their
7:00sleep problems. They barely work, they
7:03have side effects and they're mostly
7:04using fake science. Right? So that's
7:06what we put as the
7:08the secondary thing here.
7:10And then here I would maybe put some
7:12images of the categories, right? So I
7:14would put like uh
7:16you know, whatever, some shape here. So
7:17let me get a little shape. I'd be like
7:19you know, pills or you know, sleeping
7:22sleeping pills is X billion dollars.
7:25Um whatever.
7:26You know,
7:27nasal strips is this.
7:30Whatever the whatever the other sleep
7:31aids, you know, essential oils or
7:34whatever people use to solve this
7:35problem. So I would kind of show they
7:36try A, B, and C. None of that
7:38works.
7:40And this is where you now come in with
7:41the Steve Jobs moment. You get your
7:42turtleneck on and you say, but what if
7:45instead there was a simpler solution? A
7:47beautiful solution. A solution that
7:49totally fixed this problem with no
7:50downsides whatsoever. All right, this is
7:52essentially what you're going to say.
7:53And so um
7:55you know, this is where for them
7:57we basically came in and we said um
8:00you know,
8:01instead, here's our solution.
8:05You know,
8:07instead, we built an app
8:09that will teach you how to sleep without
8:12having to take medicine.
8:13So that's the headline that would come
8:15here and then
8:16beautiful picture of your product.
8:19And then you you kind of reinforce it,
8:21right? Like that's us. We do that thing.
8:24You know, so if you if you gave a
8:25hypothetical here, like what if there
8:26was an app that did
8:27blah blah blah, then you say, that's us.
8:29We do that thing. Or in this case, just
8:31put it all on one slide. That's fine.
8:33Now, here's a key thing that most people
8:35miss. So what they do typically is they
8:36go solution
8:38and then they just go solution solution
8:39solution. They just start talking about
8:40how the solution works under the hood.
8:42Everything about the solution.
8:44As an investor, you don't need to know
8:46how the whole product works yet. You
8:48instead need to know, is this big? Am I
8:51going to make money? Right? That's what
8:53the receiver of this presentation really
8:55wants to know.
8:56Am I betting on credible people? Are
8:58they solving a big problem? Does their
9:00solution make sense and how big can this
9:02get? So now we go here. We state the
9:05dream. So we explain the big plan, the
9:08big vision for how big this company can
9:10become.
9:11You know, this is where you might say,
9:13we're we're building Uber for freight
9:14trucking, right? That's like we're
9:16building this big thing in this big
9:18industry. Um
9:20That's a $100 million industry that's
9:21totally broken.
9:23You know, so I so as an investor, I'm
9:25thinking, wow, if they actually fix this
9:26problem, that would be a big deal.
9:28Um so you know, for these guys, what
9:30they did was we said
9:34this.
9:35Our dream. What Calm and Headspace, you
9:37know, $2 billion company, $1 billion
9:39company, did for meditation, we are
9:40going to do for insomnia, depression,
9:42and anxiety. And then
9:45you know, we then added the the sort of
9:47subtext. These are $200 billion annual
9:50markets. It's 50 times bigger than
9:52meditation.
9:53Um
9:54and then we we follow on. Again, we make
9:56this even more persuasive. So,
9:59you want to anchor it to something that
10:01they already know,
10:02and then you want to um
10:05So, why did we use Headspace and Calm,
10:07or why do we use it's Uber for X? Uh
10:09because it anchors it to something they
10:10understand, something that they know,
10:12right? We're building you know, I built
10:14an e-sports app and I said, "We're
10:16building Little League Baseball for
10:18Fortnite, or for e-sports." Okay, Little
10:21League Baseball produces X hundred
10:23million dollars a year. Um
10:26we're going to be able but but for more
10:28people play Fortnite than play baseball.
10:29This is going to be a bigger business
10:31than even the Little League is. And so,
10:33we were able to take the something that
10:34sounded very niche, right? Like youth
10:37e-sports, but make it sound a lot bigger
10:39by pitching it connecting it to
10:40something that's already big, and then
10:42saying, "We're doing that, but in this
10:44big space." So, um
10:48So, you know, here's here's where this
10:49slide landed. People with these
10:50illnesses are sick of taking pills for
10:51every problem. We can get clinically
10:53verified results with habit-based app
10:54therapy.
10:56Um and I think the key here is
10:58what this thing you recognized did for
11:00X, we're doing for Y. Y is much bigger
11:03than X, 50 times bigger than X.
11:06And people really have this problem. All
11:07right, so now you're going to get to
11:08your traction slide. Again, as an
11:10investor, I'm trying to figure out, is
11:12this actually going to work? The easiest
11:14way to answer that question is to say,
11:16"It's already working. Look at this
11:17shit." So, so far so good. And this is
11:20where you put an impressive chart. Um
11:22so, your what is your hero chart? How
11:24can you show that this thing is working?
11:27So, what is your what is your most hero
11:28metric? And this is where pitching can't
11:30save you. If your chart sucks, your
11:32pitch is going to kind of suck.
11:34Um you know, no pitch can fix a terrible
11:36business. You shouldn't be pitching a
11:38terrible business. You should be
11:39pitching a business that's working, or
11:41going to work. And so, you want to if
11:43it's already working, you want to show
11:44that. If it's going to work, you want to
11:45say why you believe it's going to work.
11:47Maybe you have a waitlist that's really
11:48big. Maybe um
11:51you have a track record of doing this
11:53with other products. Um you know, what
11:55can you show that would give me faith
11:57that this isn't all just talk, there's
11:58some evidence. So, this is where you put
12:00your hero chart.
12:02Now, you go back to under the hood. So,
12:05now you're going to say, "All right, now
12:07you're interested, correct? I told you
12:08the problem, the solution, the big
12:10vision of how big this can be, and the
12:12evidence that we're on our way."
12:14So, now what you're going to do is
12:15you're going to say,
12:17"Let me tell you how we're different,
12:18right? Uh does this already exist? Is
12:20this really that different than anything
12:22else?" And this is where you're going to
12:23highlight your differentiator. What most
12:25people do is they just explain their
12:26features. That's not what you want to
12:27do. You want to say, "Everybody does X,
12:29and we do Y." Right? That's the core
12:32differentiator. So,
12:34let me tell you how our approach is
12:36different, yet sensible. Um others do X,
12:39we do Y. And this is where you're
12:41talking about either your product
12:42strategy, your business model, your
12:43growth strategy, etc., right? Everybody
12:45else charges for this stuff, we give it
12:47to them at cost, but we have a
12:49annual subscription.
12:51That's Costco. Um It might be product,
12:54you know, everybody else tries to solve
12:56this problem with pills, we do it with
12:57skills, through this app that teaches
12:59you a daily habits, right?
13:01Um everybody else tries to grow through
13:03paid marketing, but we do YouTube
13:06content that gets millions of views, and
13:07therefore we're able to you know,
13:09acquire customers for pennies, where
13:11everybody else is paying $10. Right?
13:13This is the the type of thing that
13:14you're going to do. Product, business
13:16model, or growth strategy. How are you
13:17different than everybody else?
13:23Our software is the worst.
13:24Have you heard of HubSpot? See, most
13:26CRMs are a cobbled-together mess, but
13:29HubSpot is easy to adopt and actually
13:31looks gorgeous. I think I love our new
13:33CRM.
13:34Our software is the best. HubSpot, grow
13:37better.
13:39Now, we zoom out. Is there a bigger
13:41trend that you're part of? Again, this
13:42is all about instilling confidence,
13:44confidence, confidence, confidence. Um
13:47How are you know, one way to instill
13:49confidence is, "We're not alone doing
13:51this. This is something that you're
13:53seeing. The whole world is moving
13:54remote.
13:56Um you know, the the you know, the way
13:58that Peloton did this for fitness, we're
13:59doing this over here in this other
14:01space." So, you want to be able to zoom
14:02out and show that you're part of a
14:04bigger trend. So, in their case, I asked
14:07them this question. I said, "What bigger
14:08trends are you you guys a part of?"
14:11And they ended up telling me, we didn't
14:12we didn't design the slide, but there's
14:14three big trends. One is app-based
14:15coaching, Calm, Headspace, they've
14:17proven that people will do app app-based
14:19coaching. The next one is telemedicine.
14:21There are billion-dollar companies now
14:22that people are comfortable getting
14:24doctors and doctors' advice over the
14:27phone. And lastly is that insomnia,
14:29depression, anxiety are rising due to
14:32technology overload, the pandemic, the
14:34recession, the whatever else. And so, we
14:37are we are surfing these big waves.
14:39We're not the big wave ourselves, we are
14:41surfing the big waves.
14:44Now, you want to answer the why now
14:45question. So, can you explain why this
14:47idea would work today, but it wouldn't
14:49have worked 3 years ago, or 5 years ago,
14:50or 10 years ago? What has changed? Did a
14:53rule change? Did uh technology change?
14:56Did social behaviors change? And so, um
15:00you know, for example, in their case,
15:02when we brainstormed, and again, it's
15:04not about slide design, it's about being
15:06able to make a persuasive case. And so,
15:09each of these slides is part of your
15:10persuasive case. This is your why now.
15:13So, why now? Well, this wouldn't have
15:15worked 5 years ago. Regulation did not
15:17allow for digital therapy with licensed
15:19doctors. So, there's a regulatory
15:21inflection point. Also, in the last 2
15:24years due to COVID, everybody had to
15:25have a telemedicine experience. We went
15:27from 10% of people having tried
15:28telemedicine to 80% in 2 years. So, the
15:32whole world got to sample this and now
15:34has an experience doing this, they ought
15:36to be more comfortable today than they
15:37would have been, you know, X years ago.
15:41Okay. Why are you the one to do it?
15:43What's your track record, your
15:44credibility, your expertise? You want to
15:45reinforce what we did up up top, or if
15:47you didn't write that up top, you want
15:48to write it here. So, this is your why
15:50why you. Um okay, now
15:54the business part. How do you make money
15:56doing this? If I give you some money,
15:58what you know, uh what will happen? And
15:59so, this is where
16:01um
16:02usually I I I see kind of left one out
16:04here. So, what I would do here is I
16:05would separate these. I would do
16:08how the
16:09money gets made. This is where you do
16:12your unit economics. So, you show that
16:14you've actually thought this through,
16:15that the business is sensible.
16:17Uh you know, we put in X dollars, it
16:18costs us Y to produce this certain
16:19product or service, and Z is the the net
16:21profit at the end of at the end of it.
16:23And so, you know, for these guys, they
16:25were able to say,
16:29"We make $100 per session at 25% net
16:31margin. Here's our And then they had a
16:34graph of their
16:35unit economics and their payback period.
16:37So, they their payback period was
16:39um they acquire users for X dollars, and
16:41that means they break even in 3 months
16:43on that user. So, that's a pretty 3
16:45months is a good good payback period.
16:47So, that's the unit economics side. Now,
16:48you're going to do the uh
16:50what milestones will you hit? So, if I
16:52give you this money, how will you make
16:54this the um
16:57uh how will you make this the the big um
17:02you know, the the big big results. So,
17:03you know, here's you know, you know, how
17:06will you make progress so that the
17:07valuation goes up, and my shares become
17:09worth more?
17:10Uh so, you know, this is what we came up
17:12with for them,
17:14which was they're raising 2 million to
17:16do their pilot, to get our first 5,000
17:18paying customers.
17:20Key drivers, uh allow people in from the
17:23you know, what are we going to do to get
17:24there? We're going to allow people in
17:25from the waitlist, we're going to hire
17:25three more coaches, and we're going to
17:26roll out our company plan that lets
17:28corporations buy this for their
17:29employees. So, those are the key things
17:31we're going to do to get to 1 million
17:32ARR. And now I'm telling you, if you
17:34give me 2 million dollars, I'll turn
17:35that into 1 million of annual recurring
17:37revenue. Um also on the uh why you, we
17:41had a good version of it for them.
17:43Uh so, you know, I'm a fan of being bold
17:47with the stuff. So, we're the team for
17:49this, we're world-renowned sleep experts
17:51and AI engineers. Instead and then we
17:53wrote this. Instead of trying to get
17:54people to play 8 hours of Candy Crush uh
17:56per day, we've decided to help people
17:58help everyone get gets better sleep at
18:00night. Right? So, I kind of like this
18:02this vocal style of being a little bit
18:04ballsy. Not everybody loves that. Um and
18:07sure, it could turn some people off, but
18:08you want to attract the type of investor
18:10that uh likes you. And so, you know, as
18:12long as you attract as long as some
18:14people love it, it's okay that some
18:16people hate it. You you know, as long as
18:18just not everybody hates it.
18:20Um
18:21All right, now this is one thing I see a
18:22lot of people miss out on. Sweeten the
18:24pot.
18:25So, you want to take some of your good
18:27news and move 15% of it to the end of
18:29the end of the show. So, what can you
18:31save for the end? It's like your little
18:33good news dessert at the end of the at
18:35the end of the thing. So,
18:37um for them, their
18:40pot sweetener was this.
18:43Oops. Um
18:46They said, "One last thing, we just
18:48secured a partnership with NIH. They're
18:50going to be giving us 500,000 in this
18:51round, no dilution. There's over 2
18:53billion in sleep funding grants
18:54available, and we will tap into this as
18:56we grow."
18:57Nice. Uh just a little bit of good news
18:59at the end that shows more momentum,
19:01more progress, a key partnership you
19:02just had.
19:03Um maybe it it's a revenue milestone, or
19:06it's um you know, some some key thing
19:09that's that you didn't put in your main
19:11traction, you just took a little bit of
19:12good news out, saved it for the end to
19:14leave them on a high note. And this is
19:16at the end, call to action. So, get in
19:18touch. Um
19:19you know,
19:20we're closing out this round, if you're
19:22interested, email me here. Uh here's my
19:24email address. That's
19:26the that's my dummy pitch deck. Uh
19:29I kind of messed up my template here. I
19:30can uh I can make this available. So, if
19:32you just go to um
19:34I'll make a a link for this. So, just go
19:36to shaanpuri.com
19:38/ uh deck, d e c k. I'll put a link to
19:42this here, so you can go and download
19:44this and have a copy of this for
19:46yourself, and you can edit it with your
19:47stuff. So, I'll clean this up, I'll I'll
19:49revert all these, so it goes back to the
19:50template. And then um you can use this
19:53for your stuff. So,
19:55try this out. Let me know what you
19:56think. Um
19:58it's pretty battle tested. So, you know,
20:00I've I've definitely been there. The
20:01hard part for most of you is going to be
20:03you don't have good stuff to put on some
20:04of the slides. You don't have a
20:05differentiator, or you don't have
20:06traction, or you don't have a pot
20:08sweetener, or you don't have a great
20:09track record.
20:10And that's where you you're you will
20:12learn what part of your business is
20:14weak. Why would a smart investor not
20:15invest in this? And you need to go fix
20:17those problems cuz it's if you use this
20:20deck, you will be able to raise money as
20:22long as you actually have good content
20:23to put inside. If your business is not
20:25very good, then don't worry about the
20:26deck. Make your business better first,
20:28then go raise the money. So, anyways,
20:30that's it. That was my master class. Uh
20:32if you liked it, let me know. If you
20:34want me to do more of these,
20:36I got I got tons of these things. So, uh
20:38go get this deck, shaunp.com/deck,
20:41and uh and try it out. Let me know how
20:43Let me know how it goes for you. All
20:44right, that's all.

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