5 Steps to an Awesome Executive Summary

Editor’s note: This is a cross post from Massive Damage Inc. written by Ken Seto,  founder of @Massive_Damage & @EndloopMobile.  He is building @PleaseStayCalm, a location based game.. Follow him on Twitter @kenseto where he tweets about Apple, music, games, food, wine & movies. This post was originally published in February 21, 2012 on MassDmg.com.

Massive Damage Inc Header

We’ve finally decided to post our Executive Summary to share with other founders as we’ve always had compliments and great feedback from it.

Some folks wonder how best to use executive summaries.. basically you’ll give it to people who will be doing intros for you. That way, they can forward something that piques the interest of the potential investor without giving away the whole pitch. You don’t want your deck to do your pitch for you, you want to do the pitch.

Here are the following guidelines I followed to create ours:

  1. Keep it to one page if possible, it’s a summary, not a pitch.
  2. If you have no eye for design, hire one or get a designer friend to help out.
  3. If you have metrics, put the good stuff front and center. Feel free to use vanity metrics for big impact but make sure you also have engagement metrics.
  4. Leave enough room for your Team section. Use pictures and previous startups/accomplishments.
  5. Include awesome visuals. Sure you can’t use zombies for every startup but give it some personality. Use bold infographics or charts.

Here’s our Executive Summary:

Editor’s note: This is a cross post from Massive Damage Inc. written by Ken Seto,  founder of @Massive_Damage & @EndloopMobile.  He is building @PleaseStayCalm, a location based game.. Follow him on Twitter @kenseto where he tweets about Apple, music, games, food, wine & movies. This post was originally published in February 21, 2012 on MassDmg.com.

The Art of the Pitch

There are a lot of different formats and presentations about how to create a pitch for investors. I’ve included my favourites about the structure and template – the resources include Viagra, Sequencing, Hacks and the Art of it all. These are great resources about the structure of your presentation and about what to do (or not to do) in your presentation.

“Give me your tired, your poor/Your huddled masses yearning to breathe free” The New Colossus by Emma Lazarus

For me one of the best ways to learn is to see real world examples and to rip, mix and burn these into my one words and formats. And we are trying to gather a list of great sample pitches. I’ve included Mint.com, Zapmeals, and an awesome angel pitch from Ali Asaria at Well.ca. But we’re looking for additional examples of great pitch decks to help entrepreneurs see what has worked for others.

The Art, Hacks and Dysfunctional Love of the Pitch

Sample Pitch Decks

Submit example pitches

How to pitch to corporate VCs

One way to segment  the world of  VC is into two camps: (1) financial investors and  (2)  corporate investors. My guess is that a lot of the VCs lurking around here are what you would call financial investors; meaning, they take other people’s money, invest it in start-ups and try to make more money.

But there is the other type of investor, the corporate ones. These investors tend to work for a large corporation and invest the company’s money. Their goals are also to make a lot more money off of their investments but they are also tasked with producing a strange and esoteric thing called a “strategic return”.

In a nutshell, these investors have to invest to make money, and to make their company smarter by learning from you, the clever start-up.

For start-ups, having a corporate VC as an investor can have many benefits if the relationship is correctly managed including credibility, access to the corporations sales and engineering teams,  access to go-to-market channels, and opportunities to conduct joint R&D.

So it is important that start-ups realize that pitching to strategic investors is not like pitching to financial investors. So here are a few ideas to get you started on your corporate VC pitch:

  1. Prepare a pitch: Sounds obvious, right? You’d be amazed at how many start-ups show up without a pitch. I guess  they think they can come in and talk shop for 30 or 45 min and that will be enough to land a deal. It isn’t. Show up prepared and ready to go.
  2. Know the company’s investment thesis: Companies aren’t shy talking about their investments, so there should be a lot written about past deals. Don’t come in with a canned investor pitch, read up on past deals and come in with a pitch tailored to the company’s investment thesis.
  3. Tell them why you’re relevant: Corporate VCs often have to get support from a BU for a deal, so help them position your company with the BU. Figure out which part of the company will be most interested in you and explain that in your pitch.
  4. Better yet, have traction: Come in with a history of working successfully with a BU. Show how investing in you will help you scale/innovate and make the BU relationship even more successful
  5. Don’t come in as a competitor: If you’ve built a competitive product that is better than theirs (or so you think), don’t think you’ll get money from them to keep you off the market. They won’t invest in you. They’ll probably just try to crush you. It is easier.
  6. Come in as a partner: If you and the larger company are in the same space, it doesn’t mean they will necessarily be interested in you. “You do software, we do software” is not a compelling reason for a corporation to invest.  Rather, tell them how your software (product, service) will help better position their software (product, service) in the market.
  7. Finances: Oh yeah, nothing drives corporate investors battier than being treated as  dumb money. You’ll need to come in and talk strategic alignment, but very soon the conversation will turn financial. Remember, these people live and breathe your markets every day,  so they can tell if your market sizes/growth assumptions are for real

Meeting with corporate investors can be a maddening, time consuming process. They will ask a million question not only about your business, but on how your business relates to their business. So you need to know your business cold and their business cold. But if you come prepared with insight and some existing wins under your belt, this crazy process may have a profitable outcome.