The Perfect Business Plan,
Slide Show and Elevator Pitch
Presented by
Tim Hoerr, CEO
Invention to Venture
Telling Your Story
Sell
Yourself
Sell Your
Team
Sell Your
Business
Idea
Telling
Your
Story
Invention to Venture
Telling Your Story Effectively
Executive
Summary
Business
Plan
Telling
Your
Story
Effectively
Elevator
Pitch
Slide
Show
Invention to Venture
Executive Summary Criteria
Great Idea
Great Market
Opportunity
Great Team
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Business Plan
• A 15 to 25 page marketing document that
is:
– An external sales tool for investors, bankers,
future team members, or potential
partners/customers
– Distinct from a strategic plan which acts as an
internal road map or guide
• Different versions for different audiences
• A living document, changing as you learn
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A typical business plan outline
• Executive Summary – VERY IMPORTANT –
identifies basic problem and solution
• Technology and IP
• Market Opportunity (scope and size)
• Customers and how you will reach them
• Competition
• Business/Strategic Model
• Leadership/Management Team
• Financial projections
• Exit Strategy
• Appendices
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Executive Summary
• 1 to 1 ½ page section that distills the
essence of your business plan
• Must capture the reader’s attention –
this may be all they read
• Must answer the basic question -- What
problem or point of pain will you solve?
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Technology and IP section
• Provides more detail about your
technology
• Describes the status of IP
protection
• Does not discuss proprietary or
confidential technical information
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Market Opportunity Section
• Describes market
opportunity in detail
• Identifies
customers and
explains how you
will reach them
Who they
are
How you’ll
get to the
pragmatists
Why they
will
buy…from
you?
What
channels
will you use
and when
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Competition section
• Same technology as competitors, or
different?
• Does industry exist, or are you starting
a new one?
• Is competition domestic or foreign?
• What are strengths and weaknesses of
major players?
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Business model/strategy section
• Your sustainable competitive advantage,
core competencies, unique value
proposition
• The basics of how your idea will be
commercialized successfully
• How will you make a profit, and when?
• Risks and how you will deal with them
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Team, financial, and exit strategy
• Team
– Founders/Management
– Directors, Advisors
– Others
• Financial Projections
– How much money and when
– Use of money
– Time to break even/profit
• Exit Strategy
– Acquisition/merger
– Initial Public Offering(IPO)
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Be sure the team is on board
Before you start talking to investors, make
sure the entire management team:
• Understands and believes in the plan
• Demonstrates
– Passion
– Knowledge of the technology and key nontechnical factors
• Is comfortable being questioned, and
has back-up data available
• Is ready to “connect” to investors and
others in a friendly, likeable way
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Separate Executive Summary
• A 2-5 page document that
summarizes the main points of the
business plan (BP)
– Often used as a stand-alone
document
• A powerful selling tool, it may be
your only chance to catch an
investor’s attention
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The Slide Show
• A brief (20 minutes) presentation
with punch and passion
• Tells your story clearly and
succinctly
• Speaks the language of your
audience
• A supplement to, not a substitute
for, the business plan
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Slide show tips
• Learn about audience and tailor to their
interests
• Rehearse: role play with mentors and
ask for feedback
• Prepare answers to likely questions in
advance
• Don’t hand out the hardcopy until you
are finished
• Look directly at the audience, not at the
screen behind you
• CONNECT – BE FRIENDLY AND LIKEABLE!
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More slide show tips
• Prepare for technical glitches
• Speak clearly and slowly
• Answer questions honestly--If you don’t
know say so & tell them you’ll find out
• One main presenter is usually best, but
other team members should answer
questions
• Don’t be defensive, but don’t allow
people to steamroll you
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The elevator pitch
• A 30 to 60 second sales pitch designed
to
– Convey your idea
– Get the listener to ask for more information
or schedule a meeting
• The pitch should describe
– The need or problem your venture
addresses
– Why your solution is effective
– The benefits
– Who you are and how to contact you
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Elevator Pitch Example
• Serra Capital Fund:
– Serra Capital Fund, L.P. seeks to provide venture capital to
early-stage technology companies sourced in the Midwest,
the Southwest, and the West Coast by identifying
opportunities through extensive relationships with
universities, entrepreneurs, and investors. The Fund’s
objective is to generate high risk-adjusted returns by
applying its investment framework to companies with
innovative technologies across multiple sectors including
Information Technology and Software, Life Sciences, Clean
Technology and Agriculture Technology.
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Elevator pitch tips
• Write it down, revise, revise,
practice, practice until is is perfect
• Get feedback from mentors and
other entrepreneurs
• All team members should know it
cold
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Review of the elements for
communicating your idea
Business
Plan
Elevator
Pitch
IDEA
Executive
Summary
Slide
Show
Invention to Venture
Contact Information
• Tim Hoerr:
– tim@serraventures.com
– P: 217.819.5201
– M: 217.840.9695
Invention to Venture