1. Your company name Logo Name of contact person + phone/ mail
Insights: 
Introduce yourself (or yourselves, depending on how many from your team are participating actively in the pitch)
Describe your company in one clear and concise sentence:
What does your company do?  See ‘the grandma test’ below
The grandma test: Your simple company description (one sentence) needs to be something that anyone will understand – also people who know nothing about your sector. A rule of thumb is that your grandma asks you what you do in your new company, she needs to be able to understand your answer in one sentence. 
Example: Airbnb
Granma-friendly: ”We are Airbnb, and we help you rent out your extra room.”
Granma-unfriendly: ”We are Airbnb, and we are a unique off-grid disruptive virtual market place for space.”
Insights for live presentation
Speak calmly, gesticulate, and remember to breathe
”Interesting quote about your company’s product/ service, e.g. from a news article, a industry leader from your industry, a super user, or a celebrity” (something that speaks to the value of your product/ service, and how you are different to your competitors)

2. Strong picture that visualizes the problem
[Customer Pain]
Logo
Describe the problem you are solving clearly and concise
Boil it down to one simple sentence
Visualize the problem using strong pictures
Strong picture that visualizes the problem
Insights:
The problem you solve for your customer is often called the ‘customer pain’. It’s not important what you call it, but be sure to describe it in a clear and concise way. 
Remember to use trustworthy references! This will make you appear far more believable than if you just cite numbers and quotes with out providing a reference. 
NB: If the people you are pitching for start contemplating whether or not you ‘fabricated the numbers‘, they may wander off, and parts of your message may be lost to them.

3. We solve the problem by XXXX XX XXX XXXX XXX.
[Your solution]
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We solve the problem by XXXX XX XXX XXXX XXX.
This gives the customer more A
Eases day-to-day production because B
Creates additional value because C
Insights:
Describe your product/ service in a clear and concise way
Be sure to describe your solution in one sentence, possibly with a few bullet points that describe it’s value
The grandma test (repeated): Your simple company description (one sentence) needs to be something that anyone will understand – also people who know nothing about your sector. A rule of thumb is that your grandma asks you what you do in your new company, she needs to be able to understand your answer in one sentence. 
Example: Airbnb
Granma-friendly: ”We are Airbnb, and we help you rent out your extra room.”
Granma-unfriendly: ”We are Airbnb, and we are a unique off-grid disruptive virtual market place for space.”

4. [Your product or service]
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Nice product visual, or screenshot from web site/ app/ other
Bullet point about feature A, which describes why it’s valuable for the product/ customer
Bullet point about feature B, which describes why it’s valuable for the product/ customer
Bullet point about feature C, which describes why it’s valuable for the product/ customer
Insights:
Describe the core features that your product/ service has, and how your customer will use your product to solve their problem. Bring a demo version if you have one
Explain how far you have come in the development of your product/ service (i.e. idea has been verified by end-user, prototype has been developed, earliest customers have confirmed orders, first orders delivered to customers, x number of online users, etc.)

5. [Market Size]
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DKK 1 Mio
By year X we expect text text text by text text and text text text
DKK 5 Mio
By year Y we expect text text text by text text and text text text
DKK 30 Mio
By year Z we expect text text text by text text and text text text
Insights:
Remember to use trustworthy references! Many pitch presentations fail because of unrealistic market expectations. Be sure to show the people you are pitching for that you have done your homework.
Present a realistic assessment of your market segment as well as the general market in your sector. Which customers can your solution reach? How large is this segment? How fast can you secure this segment?
Be clear about the growth potentials of the market and your market segment(s). What’s the current growth rate? What are the realistic market projections for the sector and segments?
Be aware that the market size is correlated to the risk the investor is taking (i.e. their chance of getting their money back, and the related time line)
Example: 
If you where to estimate Airbnb’s market you could easily spend a few hours google searching terms such as: ”How big is the global hotel market?” or ”How large is the global vacation rental market?”. This would give you an easy overview.
For more complicated products the searches need to be more specific. Use your networks, specialized market reports, etc. to estimate your market. 

6. [Business Model] DKK 1 Mio
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DKK 1 Mio
We will reach a revenue of DKK 1 M in year X by text text and text text text
DKK 5 Mio
We will reach a revenue of DKK 5 M in year Y by text text and text text text
DKK 30 Mio
We will reach a revenue of DKK 30 M in year Z by text text and text text text
Insights:
Describe your company’s business model (how you will your solution earn your company money). Your business model should include your proposed transaction model, e.g. sale through distributors, web sales, subscription service, advertisement revenue, etc. Be detailed, who pays what to whom when, and how do you see the expected development.
Some relevant metrics for describing your business model could be:
Average revenue per customer
Orders vs. revenue
Life Time Value
Customer Acquisition Cost
Customer churn

7. [Competitive Landscape]
Logo
Your Logo
Competitor C’s Logo
Competitor B’s Logo
Competitor A’s Logo
High quality
Low quality
High price
Low price
Insights:
You are – guaranteed – not the first ones to address this market, so don’t state that absolutely no competition exists… Instead, show that you know your sector by relaying a realistic landscape of direct and indirect competitors
Chose metrics that make good sense for your sector and product/ service, and describe how you place, as compared to your competitors
Include how much money your competitors have raised, and their most recent valuations
Show your strengths and weaknesses, as compared to your competitors, and be honest about it

8. [Your ‘secret sauce’]
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Give examples of your ‘competitive advantages’. E.g.:
Important strategic partners that you have formalized partnerships with
Business development advantages, e.g. how you have used your network to gain access to a lot of customers so you can launch your solution effectively
Strategic relationships with production companies/ future investors/ etc.
Explain which ‘barriers to entry’ your sector has, and why it is hard for others to directly copy your solutions
Patents/ trademarks/ unique infrastructure (production machinery, laboratory equipment, etc.)/ and other things that protect your business from copycats
Insights:
When someone asks you about your ‘competitive advantage’/ ‘unique insights’/ or your ‘secret sauce’ – they are asking for the same thing: What is it that your team knows/ has that gives you an advantage as compared to the competitors in your sector? How is it that you can build your company faster than they can? Etc.
Condense the sum of your advantages down to one or two clear and concise sentences, and use them as an introduction to the bullet points on this slide.

9. [Your most important milestones to date]
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To date, our most important milestones have been
‘Proof of concept’ on our base technology
Pre-production model completed
Mapped and segmented end-users
User test initiated
Expression of interest from the three large companies X, Y and Z
Insights:
Give examples of the most important milestones your team has accomplished to date. These will vary depending on the sectors you operate in, and how far you have come in the development of the product/ service

10. [Your traction] M1 Time Number of users M4 M3 M2 M5 M7 M6 2.000 500
Logo M1
Time
Number of users M4 M3 M2 M5 M7 M6
2.000
500
1.000
1.500
Insights:
Show your companies progress over time, e.g. month for month, or quarter for quarter
Chose a representative metric for the development in your company, and only one (don’t overwhelm your audience with too much information!) A metric could be:
Growth measured in number of users
Growth measured in revenue
Funding
Progress in your product development with clear indication of end-user participation, strategic partner commitments, completion of demo version, etc. 

11. [Milestone plan] Milestone Beta tested product with end-users
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Milestone
Beta tested product with end-users
Develop final production model
Insights:
Describe the main activities your company needs to perform in the next months using a defined timeline. The most important activities will vary from business to business. Find the ones that are most relevant for your sector.
Complete negotiations of the first sales contracts with customers
Time Q2 Q3 Q4 Q1 Q2 Q3

12. [Expected revenue] 2017 2018 2019 2020 Number of customers 1 5 10 20
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2017
2018
2019
2020
Number of customers 1 5 10 20
Revenue
DKK
DKK 1,2 Mio
DKK 3,2 Mio
DKK 10 Mio
Production cost
DKK
DKK 1 Mio
DKK 2,5 Mio
DKK 5 Mio
Gross profit
DKK
DKK
DKK
Gross margin
13%
17%
22%
50%
Insights
Describe your expected revenue for the next three years
As a technology startup you may not be able to present a large EBIT or EBITDA in your first years of existence. If that is the case, combining metrics such as revenue, production cost (COGS), gross profit, and gross margin may provide a better grasp of your companies growth potential
Be sure to use metrics that highlight the potential of your company, and be ready to answer questions about any parts of the budget that you omit (!)

13. [What will the invested money be used for?]
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Personnel
Equipment and consumables
Marketing
Travel expenses 
Insights
Describe what the investment you’re asking for will be spent on, e.g. salaries, patenting expenses, production equipment, clinical trials, etc.
Make an estimate of the distribution of the funding. If the total investment is DKK 1 mio, that could be:
Salaries: DKK
Equipment: DKK
Roll ups, web site, graphic prints, conference participation, etc., and
Travel expenses for visiting customers and conferences DKK
Feel free to indicate the estimates on the figure, or have them at hand if asked

14. [Insert company name] Team
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Firstname Lastname
Co-Founder
Role in team
Insights
Present your team, and remember to indicate which members are co-founders, and which areas of responsibility the different team members have
It’s also a good idea to share the most relevant experiences and core competencies of the individual team members

15. [Insert company name] Advisory Board
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Firstname Lastname
Advisor
Insights
Present your advisors and/ or board members
Be sure to explain how they are relevant for your company at the stage of development where you currently are (what is it that they can help you with)
Remember that advisory boards and executive boards are great ways to associate key competencies and sector experience to a startup team

16. Name and title of contact person: xxxx xxxxxxxx xxxxxx
Logo
Your Company Name
Insights
Sum up your presentation with an account of what you company does
Consider giving your audience a ‘call to action’ – i.e. something that you want them to do
End your presentation here, and only include extra slides if it becomes relevant during a question round
Name and title of contact person: xxxx xxxxxxxx xxxxxx
Phone:

17. Optional extra slide with relevant graphs/ figures
Logo
Insights
If it’s probable that your audience will ask about details that are not included in your pitch it may be a good idea to prepare one or two extra slides in advance
Don’t present the slides unless your are asked directly about their content