Here is a story flow that I end up using often for investor pitches of my clients:

  • Good idea
    • Once, there was a situation
    • Something changes/changed
    • This creates an opportunity/problem
    • It's not easy to solve it
    • Enter [company]
    • It's clever
    • It's different from the competition and alternatives
  • Good business
    • Market: lots of (potential) users
    • Market: lots of dollars
    • Profitable: Unit economics work, company economics work (when company reaches scale)
  • Good startup business
    • Product/feature pipeline is doable
    • Sales & marketing strategy is doable
  • Good company
    • Team knows what they are doing
    • Traction shows that things are gaining momentum
  • Good deal (often not covered in a presentation)
    • Board configuration
    • Deal terms