1. Your company
Your tag line

2. Company Purpose
Define the company/business in a single declarative sentence
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3. Problem Describe the pain of the customer (or the customer’s customer)
Outline how the customer addresses the issue today
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4. Solution
Demonstrate your company’s value proposition to make the customer’s life better
Show where your product physically sits
Provide use cases
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5. Why Now Set-up the historical evolution of your category
Define recent trends that make your solution possible
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6. Market Size Identify/profile the customer you cater to
Calculate the TAM (top down), SAM (bottoms up) and SOM
TAM SAM SOM definition
TAM, SAM and SOM are acronyms that represents different subsets of a market.
TAM or Total Available Market is the total market demand for a product or service.
SAM or Serviceable Available Market is the segment of the TAM targeted by your products and services which is within your geographical reach.
SOM or Serviceable Obtainable Market is the portion of SAM that you can capture.
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7. Competition
List competitors
List competitive advantages
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8. Product
Product line-up (form factor, functionality, features, architecture, intellectual property)
Development roadmap
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9. Business Model Revenue model Pricing
Average account size and/or lifetime value
Sales & distribution model
Customer/pipeline list
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10. Team List Team members credentials and experience
Founders & Top Management
Board of Directors/Board of Advisors
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11. Financials
P&L
Balance sheet
Cash flow
Cap table
Proforma
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12. Seeking
Describe the deal you are seeking
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13. Use of funds
Describe in detail how you will be using the funds you are seeking and ensure it aligns closely with your financial proforma
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14. Exit strategy
Describe how investors will make money
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