Pitch Deck Teardown: Momentum’s $5M Kickoff Presentation

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Impulse removed what every entrepreneur dreams of: last year he closed the lead investor for his seed round – which our own Ron Miller was covering at the time – without even creating a presentation. A small investor in the previous round kept a close eye on the company, and when he mentioned he was raising the round, the investor swooped in and convinced Momentum it was the right choice to lead the round.

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Once the lead has been secured, Pulse created a presentation to complete the round. I spoke to the CEO of the company to find out more about how she was raising money without a deck, and he was kind enough to let us share the deck that completed the rest of the round.

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Momentum is a B2B company that creates sales process automation tools that make it easy to collaborate on Slack, which is especially useful for organizations with complex sales processes involving multiple stakeholders, decision makers, and transition points.

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

Slides in this deck

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The Momentum starter deck contains 19 slides:

  • 1 – Cover
  • 2-4 – Problem slide in three parts
  • 5-7 – Slide with solution in three parts
  • 8-10 – Product slide in three parts
  • 11 – Market timing slide (“why now”)
  • 12 – Traction slider
  • 13 – User Confirmation Slide
  • 14 – Market size slide
  • 15 – Slide “Team and investor”
  • 16 – Slide “Ask”
  • 17 – Placeholder for demonstration
  • 18 – Slide “Microphone” – customer review
  • 19 – Thank you slide

3 things to love

Momentum successfully raised a $5 million round with a beautiful and simple deck. It used an approach where some of the key slides (problem, solution, and product slide) were split into nine different slides. It really works in this particular deck and helps keep the pitch smooth. It also makes the deck really easy to follow without the founder of the company adding context to the story, which is fantastic.

Great question slide.

What do we raise

[Slide 16] Momentum includes an “ask” slide, which is the most overlooked slide in presentations. Image credits: Impulse

Whenever I work with startups, I beg them to turn on the “ask” slide, and while it’s not a complete slam dunk (more on that in a bit), Momentum is one of the best I’ve ever seen. I like the clarity: we are raising $4 million. This will give us 18 months of runway and we will do these things with money. This allows investors to understand the context of what the company is going to do.

Makes the step relevant

Image credits: Impulse

Investors will ask themselves one of the important questions: “Why now?” — especially in the context of a company like Momentum. SalesForce has been around for a long time and there are many other sales tools out there. Questions come to mind: “Why didn’t this happen five years ago?” and “Why can’t this be done in five years?” The Momentum deck does a great job of answering this question, including elements of the macroeconomic landscape (“the advent of distributed work”) and changes in how sales are made. I especially like that the company doesn’t mention COVID-19 directly; don’t worry, investors will be painfully aware that the world has changed and that the change in behavior is likely to be permanent.

Microphone drop

Image credits: Impulse

In journalism, we often use a style of writing that we call a martini glass: you assume that the reader will stop reading at some point, so you put important information at the beginning of the article. That’s why you often find out who, what, when, where, and how early, and “why” is a major part of the analysis of a work. “Wait,” I hear you scream, “that sounds like a triangle, not like a martini glass!” That’s right – the flat stem of the glass is the highlight, the final salvo that helps the reader to put all the pieces together. These days, you’d call it a mic-off moment.

This is what Momentum does so well in this deck – the first few slides set the groundwork, and on the penultimate slide, the company adds a customer testimonial. This is a great idea because many founders will run out of steam by the end of the presentation. The last thing you need to do is to start the investor Q&A session from the “damn” seat. Bringing the conversation back to customer reviews, it reinforces the impact a company has on its customers. Investors know this is a rare and hard-to-find thing, so it really sets the tone for the conversation to come.

For the rest of this breakdown, we’ll look at three things Momentum could do better or do differently, as well as its full presentation!

Credit: techcrunch.com /

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