Pitch Deck Breakdown: Dutch’s $20M Series A Deck

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I am absolute sucker for a well thought out presentation, and as an animal lover, it’s hard not to immediately fall in love with this adorable dog on the cover.

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Call me ridiculously biased, but first impressions matter, which is why I chose this deck in part to have a reason to look at it. adorbz bags animals for several hours.

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Today’s deck deck dismantling is a deck tv company. Dutch used to enhance it $20 million Series A that Aisha reported earlier this year.

If you like these showdowns and you want to send your own, here are the details how to do it!

Slides in this deck

  • 1 – Cover
  • 2 – Founder’s slide (labeled “Product”)
  • 3 – Market slide (marked as “Problem” at the top of the slide)
  • 4 – Problem slide (also labeled “Problem”)
  • 5 – Market Opportunity Slide (Also labeled “Problem”)
  • 6 – Market slide (comparison of pet health and human health)
  • 7 – Product slide
  • 8 – Competition slide (marked as “Opportunity”)
  • 9 – Product roadmap slide (marked as “Opportunity”)
  • 10 – Problem Slide
  • 11 – Competition slide (marked as “Problem”)
  • 12 – Competition (labeled “Differentiator”)
  • 13 – Traction slide (marked as “Team”)
  • 14 – Traction Slide (labeled “Opportunity”)
  • 15 – Why now slide (labeled Opportunity)
  • 16 – Market Check Slide (Labeled Opportunity)
  • 17 – The Ask showing Dutch was trying to raise $15 million (labeled “Future Ambition”)
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I am happy to report that I have counted 14 photos of adorable animals. See how you can not love this job? I literally get paid to count images of animals. Thank you TechCrunch.

3 things to love

This deck was designed to raise $15 million (as shown on slide 17), and as we reported, the company was able to raise $20 million. It’s easy to see why; the deck tells a coherent and extremely compelling story about why the company needs to exist, and points to huge opportunities in a colossal market that is no longer ripe for disruption. Stunning visual storytelling paired with excellent pull figures and a perfect set of photos; there is something to love here.

Extraordinary Narrative

[Slide 6] Dutch makes a number of compelling findings about why this market deserves close attention. It’s especially powerful. Image credits: Dutch

Throughout the presentation, Dutch makes a compelling case for why telemedicine makes a lot of sense for our furry friends. Veterinary care is incredibly expensive and location dependent (people bring their furry babies to the nearest veterinarian or veterinary hospital if they need help) and unfortunately many people don’t have proper pet health insurance. which means surprise bills. On top of that, animals can be difficult to read, and pet owners may worry that their pets are just having a bad day or needing medical attention.

Slide 6 (above) is particularly powerful; In a world where not everyone is well aware of how animal health is treated, the company draws an elegant parallel between caring for the health of people and animals. I haven’t seen the presentation, so I’m not sure why HIPAA is mentioned here (although I suspect it’s to note that pet care won’t run into privacy and regulatory hurdles like a human-centric product). I’m also not sure why the company is making a comparison between human and animal medicines, but as a general storytelling element this slide is brilliant: draw a parallel between something that literally every person in the US has experience with and has an emotional connection with, and explain the differences.

Big now, big in the future

[Slide 9] Great story about a growing market. Image credits: Dutch

I doubt Dutch will get much objection if he builds a venture-scale company—there are 200 million pets in the US, and all of them require medical attention to some degree. A potentially unnecessary gimmick to show that this market in the company’s home country is seeing almost endless growth, and it’s elegant not to mention international expansion at all. This slide will almost certainly make the VC partner lean forward with tiny dollar signs in their eyes. This is playing a role in some really powerful market expansions – pet insurance, custom pet food, and its own private label pet pharmacy – that could keep this company growing for the foreseeable future.

It’s good to see that the company also has a plan for sustainable growth. In such markets, there will always be a temptation to be seduced by new opportunities. By having a clear and focused roadmap, the company instills confidence that it knows how to grow more predictably without being distracted by every squirrel that comes its way.

Thrust Galore

[Slide 13] Dutch has a number of indicators that show what he has achieved to date. Displaying major milestones is helpful. Image credits: Dutch

Past success does not portend future success, my dear. If you are a startup, potential investors will be very attentive to two things: how you make decisions and how you have overcome difficulties and challenges in the past. The best indicator of this is how you have fared to date. This does not mean that you need extraordinary performance – although it helps! – this means that you will be asked about trifles and problems that will arise on your way. Slide 13 tells this part of the story beautifully.

I believe the founders can use this slide to tell a few stories about the company’s inception and growth. The startup speed is extraordinary, and it’s a great thing to brag about. Working with leading agency Red Antler is baseball-related, but it shows that the company really knows how to spend money to build an extraordinary direct-to-consumer brand.

Dutch.com may not be a cheap domain, but the whole brand is absolutely top notch. As an investor, I would worry for 10 seconds if the company had invested too much in their visual identity, and then put it out of my mind when I saw how distinctive and close the brand is. This is how you build a DTC brand with passion – and it shows through in the story, visual language, and everything else the brand puts out. Extraordinary.

For the rest of this breakdown, we’ll look at three things Dutch could improve or do differently, as well as his full deck!




Credit: techcrunch.com /

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