Makeup - Executive Summary & Marketing

@hekovnik / @filipdobranic

What do investors buy• future cash• the promise of future cash• system for making future cash• businesses to produce future cash• businesses that look like they’ll produce future

cash• businesses with traction

The magic word• buzz• traction

–vanity metrics

Perception is key• startup is faith-based enerprise in search of a business model (S. B.)

–customer + problem–solution–bm–scale up strategy

• traction justifies faith–solution + customers–bm = making revenue

• numbers–are only worth something with context–vanity metrics

Faith vs. PM fit

Source: Steve Blank

Problem/Solution Fit

Product/Market Fit

Please sir, read my buisness plan?

The executive summary• taking it literally• pitch vs. executive summary

Purpose

Problem

ProductBusiness

modelTeam Finance

Why now

Solution

Market Competition

The linear way• The grab• The problem• The solution• The opportunity• The competitive advantage• The (business) model• The team• The promise• The ask

The grab.

The opportunity● basic market segmentation, size, growth

and dynamics○ how many people or companies○ how many dollars○ how fast the growth○ what is driving the segment

● target a meaningful percentage of a smaller, well-defined, growing market

The competitive advantage

● you have competition● understand what your real, sustainable

competitive advantage is○ first mover advantage is not a thing

● holy grail: one or two sentences

Finances● show five years of

○ revenues○ expenses○ losses/profits○ cash○ headcount

● show some key drivers○ number of customers○ units shipped

What does a brand do?• Diferentiates• Encourages loyalty• Boosts self-confidence and impulsive

purchases• Simplifies communication• Enables virality

Your brand essence

1. single-minded2. intangible3. unique4. experiential5. authentic

Microcopy• “Every point of contact with your

customer is marketing.”• Delight your users• Help your users overcome barriers to

entry

Do you provide a trustable experience?

Name• Take your time (within reason)• Domain names• Use a dictionary/thesaurus

Tagline• Based on your intangible brand

essence.

Positioning• Put your product in its space!