Some startup pitches to venture capitalists are all about trying to explain a completely new revolutionary idea. Big bold images, stunning visuals, clever analogies, all needed to get the investor to understand and feel what you are talking about.

The other day, I designed one that goes completely in the other direction. An eCommerce startup with a very specific niche audience that is totally neglected by online offerings. It takes 2 seconds to explain that.

But the interesting part is to explain the VC how the magic of the numbers work. Seasoned investors in Internet businesses have seen hundreds of startups and can probably benchmark in their heads how your company stacks up in terms of LTV, CAC, conversion rates, basket size, repeat purchases, cohort developments.

To the outsider, the presentation might look a bit boring (pages with numbers), but it is the substance that is required for the discussion. To spice it up a bit, use custom fonts (watch out with compatibility) and a slightly bolder color scheme than you normally would use. Also make sure that you show the link between all those numbers: simply pulling numbers from Excel in random order will not sound and look very coherent.

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