Funding & Investments
Startup Tips
SaaS Startup Investor Presentation Cheat Sheet
Key elements for investor pitching success
There are many tips and templates on what should be included in an investor presentation (pitch deck). Each investor you pitch to has their own unique perspective on what they want to see, based on their investment criteria.
As a company, we’ve worked with 100’s of SaaS startups over the past 10 years and helped many startups launch from ideas to successful, profitable companies. We’ve been on both sides: as an investor in startups and helping startups raise additional startup funding.
Below is advice on what to include in investor presentations.
Below are the key slides we consider when evaluating an investment into a SaaS startup or when helping a SaaS startup with fundraising efforts:
1. Cover Page
Clean and professional looking cover page with your business name and logo. You may also want to include the date of the presentation on this slide.
2. Problem
Offer a clear explanation of the problem your startup is solving. What pain point are you addressing? Why does this problem exist and what is the current impact? Use quantifiable data where available.
Here’s an example from the problem slide of Uber’s pitch deck:
- Most cabs in 2008 use aging & inefficient technology – radio dispatch
- Тaxi monopolies reduce the quality of service
- No GPS coordination between client/driver, hailing is done by hand or phone
3. Solution
Provide a clear and simple explanation of how you plan to solve the problem.
Share information such as:
- Why solving the problem is important
- Why it hasn’t been solved before
- Why this is the right time to solve it
- Why you are the one to solve it
Try to include specific figures or data to illustrate the impact. Focus on the benefits to your potential customers.
If you have a working product, include a screenshot or short demo. For SaaS, showing the UI even briefly turns an abstract solution into something tangible investors can picture customers paying for.
Here’s an example from the solution slide of Uber’s pitch deck:
- UberCab concept – a fast and efficient on-demand service
- Latest consumer web & device technology – automate dispatch to reduce wait-time
- Optimized fleets and incentivized drivers
- 1-click car service with guaranteed pick-up
- Mobile App will match client and driver
4. Traction
Demonstrate the progress you’ve achieved so far in areas such as:
- Market validation
- Community building
- Customer acquisition
- User engagement
- Early adopters of platform
This slide is important because traction validates demand for your product in the market.
5. Competitive Analysis
Describe how you will differentiate yourself from your competitors and how you will build a defensible, unique competitive advantage.
Explain why it will be difficult for others to copy your approach.
Show why you’re in a special position to succeed against existing competitors.
Here is how Uber described in their pitch deck why they were better than traditional taxicabs:
- Cabs don’t guarantee pickup, can take 45 minutes
- Cabs aren’t as safe or as clean as limos
- Car services require 1-3 hours’ notice
- Car service transfers average over 60$ + tax
- UberCab would be faster & cheaper than a limo, but nicer & safer than a taxicab
6. Team
Show potential investors why your team possesses the skills and qualities needed to make this business successful. Highlight any relevant past achievements or industry expertise that will contribute to ensuring this success.
Investors want to invest in a team who they believe can make the startup successful.
7. Use of Funds
Communicate the amount you are trying to raise, investment terms, and your plans for utilizing the funds.
For example, you may intend to use the funds for areas such as: sales, marketing, product development, legals fees, research & development, etc.
8. Market Potential
Estimate the realistic market opportunity for your business. Provide quantifiable data to illustrate the potential size and value of the market you aim to capture. This is important because it will also help determine what type of investor you should pitch to. Make sure you can communicate a well thought out customer acquisition plan when asked.
9. Market Validation
Demonstrate how you’ve confirmed the demand for your solution in the market and validated people or businesses are willing to pay for your product to address this need.
Share evidence, such as customer feedback, user engagement, early adopters, surveys, pilot programs, or more importantly paying customers. This will help validate your solution’s market fit and revenue potential.
10. Target Market
Describe your ideal customer profile (ICP), based on any completed market research and market validation. You might have one or two ICPs for your product.
11. Revenue Model
Illustrate the revenue model for your business.
For example:
- Pricing models such as freemium or paid only model
- Subscription period: monthly, annual, or other options
- Other monetization options such as: in-app purchases, advertising, or affiliate marketing
- Forecasted revenue, expenses, and profits
Also include your cash runway, how much capital is currently in the bank and how many months the company can operate at its current burn rate. Investors will ask for this regardless, so presenting it proactively signals financial discipline.
Once your deck is ready, the next step is setting up an investor data room for due diligence, where investors will review your financials, legal docs, and cap table in detail.
12. Contact Info
Share your contact details for investors to reach out to you, including email, LinkedIn URL, mobile telephone, website, and other relevant information.
Conclusion
Incorporating these elements into your investor pitch deck will not only provide a comprehensive view of your SaaS startup, but also enhance your prospects of securing funding and achieving success in the market.