my team and I go through 250 to 300 investor decks every single month. even though a small group of founders have Started searching for notion memo As for replacing the pitch deck, the reality is that most investors would still expect a good old slide presentation.
The following slides are what we constantly see founders struggle to solve. The most common reasons why these slides don’t work?
- Founders haven’t really sorted out that aspect of their businesses.
- The founder doesn’t seem to understand what the slide means or how to respond to the investor.
What is needed to answer this: How will you triple your revenue year over year?
A good go-to-market slide shows that the company understands why it is growing and what it needs to do to continue.
For most decks and most stages of a company, the go-to-market slide is of paramount importance in the presentation. Most companies are pitching to investors when they have had little traction, so it’s safe to assume that most of the capital will go to accelerate growth.
Also, depending on the stage of the company, “go-to-market” should be considered a section rather than an individual slide. As a general rule, the later stage the company is, the longer and more detailed this section is. We worked on the pitch deck that propelled UpKeep’s Series B round, and the go-to-market section was about seven slides long.
If you’re structuring your pitch deck cohesively, the go-to-market will probably be the first slide in which investors will find details on how the company intends to use its funding. We usually put the go-to-market slides after the business model slide but before the market size slide; That way, you can dive into the details when the investor already understands how you make money (and before you touch on the market potential).
One of my favorite go-to-market slides Airbnb’s 2009 Pitch Deck (Which he used for YC Demo Day):
Note how at this point (seed stage), Airbnb had identified three important go-to-market strategies:
- “Targeting festivals and events” reflects a good understanding of the audience willing to “experiment” with their offering.
- “Partnerships with existing booking providers,” a source of growth that is still used today.
- Its “dual posting feature” on Craigslist. At the time, Airbnb developed a simple bot that automatically cross-posted all new Airbnb listings to Craigslist. All the posts had links back to their website.
Some of the most common mistakes I see on go-to-market slides:
- To be very general about growth strategy: Founders simply make a list of five to six growth channels they want to experiment with, without going into detail about what they’re doing there and what sets them apart from their competitors.