Sequoia  “deck”  framework  Part  of  Hekovnik  Toolbox  

@hekovnik  /  @filipdobranic  h3p://www.sequoiacap.com/ideas  

PURPOSE

PROBLEM + SOLUTION

TEAM + PRODUCT + MARKET + FINANCIALS

Bird-eye view

This  is  not  just  a  piece  of  paper    

Elements  of  sustainable  companies  

 Clarity  of  Purpose  Large  Markets  Rich  Customers  Focus  Pain  Killers  

 Think  Differently  Team  DNA  Agility  Frugality  Inferno  

1.  Company  Purpose  

•  Define  the  company/business  in  a  single  declaraNve  sentence  •  Vision  •  Mission  •  Values  

2.  Problem  

Describe  the  pain  of  the  customer  (or  the  customer’s  customer).  Outline  how  the  customer  addresses  the  issue  today.  Explicitly  state  your  value  proposiNon!  

[fabulousness]  

3.  SoluHon  

•  Demonstrate  your  company’s  value  proposiNon  to  make  the  customer’s  life  beVer.  

•  Show  where  your  product  physically  sits.  •  Provide  use  cases.  

4.  Why  Now  

•  Set-­‐up  the  historical  evoluNon  of  your  category.  

•  Define  recent  trends  that  make  your  soluNon  possible.  

   

5.  Market  Size  

•  IdenNfy/profile  the  customer  you  cater  to.  •  Calculate  the  TAM  (top  down),  SAM  (boVoms  up)  and  SOM.  

6.  CompeHHon  

•  List  compeNtors  •  List  compeNNve  advantages  

7.  Product  

•  Product  line-­‐up  (form  factor,  funcNonality,  features,  architecture,  intellectual  property).  

•  Development  roadmap.  

8.  Business  Model  

•  Revenue  model  •  Pricing  •  Average  account  size  and/or  lifeNme  value  •  Sales  &  distribuNon  model  •  Customer/pipeline  list  

•  [awesomeness]  

9.  Team  

•  Founders  &  Management  •  Board  of  Directors/Board  of  Advisors  

10.  Financials  

•  P&L  •  Balance  sheet  •  Cash  flow  •  CapitalizaNon  table  •  The  deal  

Workshop