Launches are scary, even more so if you don’t have an investment-winning launch pad. Here are some ABC’s to remember.

Let’s start with what you need to think about when defining and defining your release.
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• The purpose of the presentation is to open discussions on investments, mentoring and start-up assistance.
• All investors receive thousands of applications a year, so being in front of an investor is a great start.
• Always know your audience. Does your potential investor invest in your particular market and products? Do they invest at the level of investment you are looking for? What are your investment priorities? For example, do they invest in renewable products, pets, real estate, etc.?
• Always remember your manners. Don’t dive right into your introduction without basic etiquette, like waiting to be introduced, being asked about coffee, etc. Don’t take your jacket off unless others do, and obviously dress to impress.
• Emphasize the benefits of your business. You are there to sell your business and your team, not to sell your products.

Here we talk about what you need to remember when setting up your launch.
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Be:
• Brief so that the potential investor does not get bored. Most successful pitch decks are 10-12 slides in length and the accompanying narration should be just as short, and no more than 20 minutes before the investor gets drowsy and has probably heard a lot before. The key facts and information are what the potential investor is looking for and you don’t want to have to take him out of his story about how Aunt Mary suggested he solve his bunion problem. The AirBnB pitch deck was very short at 12 slides, but they raised millions of dollars.
• Get to the point and stick to the content of your pitch deck. Look at some sample pitch decks from some now massive companies and see how they didn’t give up on the point.
• A storyteller. Tell an engaging story as you go through the slides and it will keep the potential investor’s attention.
• Accurate in everything he says. No one company can solve all business problems, so try not to exaggerate the size of the market or the effectiveness of your products. Be precise on your finances and how established your business is today. Make sure someone you trust reviews your launchpad and get their input.
• Be honest as falsehoods will be found during the discovery process and you will be banned. Investors are a tight-knit bunch and word will spread. Investors are also very savvy business people.
• Clear in your presentation. This means no distractions from cluttered or complicated slides and tries to keep bullet points and multiple charts on one screen to a minimum.
• Original: Investors must see so many potential launches that say “Uber for X” or a “Google competitor” that they must get very bored. Remember that the big companies got big very quickly because they found a niche and a window of opportunity, because they copied another innovative business model. All investors are looking for the next Unicorn, which is very rare, which is why these types of investments are called Unicorn. Be the unicorn, not the zebra.
• Appropriate. Remember what you are there for. Keep your pitch deck pointed in the right direction and make sure it only tells the story you want to tell.
• Be precise about what you will do with the investment. If you need to look for better manufacturers to lower the price, say so. Better not to be looking for investment so that the directors continue charging. The initial investment is to grow the company, not to maintain the status quo, and founding investors are meant to profit from the increased value of their shares.
• Fair as to what investment is available elsewhere: If you are looking for investors elsewhere to supplement the initial investment, please say so. No Angel Investor wants to see the value of their shares diluted immediately. Similarly, if you already have investors on board, please indicate this.
• Clear about the investor’s responsibilities. What stocks are you offering for investment? Do you expect them to mentor directors as well? Open your black book, etc.?
• Be sure to include an exit strategy. Thus, the investor knows when and how he will recover his investment, as well as what his remuneration and benefit will be in response to his investment in your company.
•Readable. A slide is not the place for 10 or 12 point, 16 point and preferably 20 point should be used in a clear, professional font on your slides. Likewise, have a light background and not too many graphics on one slide. The text must be at least.
• Be sure to use your headlines. Instead of standard titles like “business model”, use interesting and memorable titles like “the magic that we are”. Try to tell a story with just your headlines before adding all the other text.
• Memorable. In what you say and what you present. Stand out from the crowds. Try not to use recognizable stock images. Not all of us are great photographers or design gurus, so when you do your image directory search, scroll down several pages instead of taking from the main images.

Now let’s take a look at the important part: creating your launchpad.
 
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The content of a great pitch deck should include these slides and preferably no other slides.
1. Cover Slide – Displays company name, logo, website address, and an appropriate graphic. You can put a short tagline to spark interest in the next presentation. Uber is a famous launch pad and its tagline was “Next Generation Car Service”. AirBnB’s was “Book rooms with locals instead of hotels.” Both were interesting, succinct and informative.
2. Vision and value proposition: why your business exists and what you plan to do, what value it provides
3. The Problem: what business problem you are seeking to solve or have identified.
4. The Solution: how are you going to solve it with the products you have on hand.
5. Target Market and Opportunity: Where are you going to solve the problem and who is likely to buy the solution. It should include the size, shape and expected changes in the market.
6. Competition: who else is in this market and can stop its growth and expansion. Show how you are better than them and include your USP.
7. Business model: how you will operate within this market to generate income. Here a Business Model Canvas is ideal.
8. Traction – How your revenue is doing so far, how many current customers you have, your customer acquisition rate, and your company’s roadmap for the future.
9. Marketing and Sales – How will you drive this traction and drive customers to your company offerings?
10. Team: who will assume the management of the business. Include any key advisors and key qualified personnel.
11. Financials: sales forecast, revenue to date, etc. Include a few main KPIs
12. Investment: how much you want, when and how it will be used. Investors came up with the ROI and stocks on offer and then their exit strategy.
13. Thank you – Thank them for the opportunity, show them the way forward, and most importantly, your contact details. This is the slide that will stay on the screen while you discuss the issues, so make it memorable.

Now that you’ve done the hard part, you should briefly summarize your presentation in a few words, emphasizing how you will solve this business problem, grow your business, and get the most out of your investment.

Now take a breath and let the potential investor ask a few questions and make a short statement. Listen carefully and be confident in their answers. Don’t get defensive if you don’t fully understand what has been said. Prepare to learn from them. Now shake hands with everyone and ask for a future meeting to discuss the future. This is your call to action, so don’t leave the room wondering what just happened. You may have gotten your investment after all.