Goals PR

Goals PR PR agency helping VC-backed businesses achieve their billion-dollar aspirations Grow market share
2. Attract the best talents in the industry
4.

Goals PR is a boutique agency that helps VC-backed businesses with billion-dollar aspirations to:

1. Build storytelling narratives that get investors to back their next funding round
3. Get the attention of prospective exit partners
5. Gain industry authority for founders and their startups

Over the last 15 years, we have delivered the following results for our clients:
- Generated more than KSh

. 1.8 billion for our clients
- Made Customer Service Week a mainstay corporate brand in Kenya and Rwanda
- Got the President of Kenya to become a fundraising ambassador for BTL East Africa
- Enabled ICX Kenya to get the trillion-shilling dealmaker, John Ngumi, to chair their board
- Overseen public relations campaigns in more than 100 countries and 3 continents
- Gained our clients more than 200 million online impressions and numerous media interviews

Try this if you struggle with getting media interviews with local and international journalists.Write a brief ‘media dos...
09/08/2023

Try this if you struggle with getting media interviews with local and international journalists.

Write a brief ‘media dossier’ of your top team’s industry expertise.

Then, send it to key reporters as a reference in case they need domain experts on short notice for breaking news or an investigative report.

Here is how we create media dossiers that have seen reporters call PR clients whenever an industry story breaks:

1. Build A Media Engagement Team List
√ Create a list of everyone who should speak to reporters on behalf of the company
√ Ideally, have at most 5 people including the founders, the CEO, head of product, etc.

2. Write The Team’s Media Dossier
√ Do media-worthy backgrounds and 2-3 bullets of areas each team member can be relied upon as subject matter experts
√ Long CVs are a turn-off
√ So, make them short, sweet, and media-worthy (very important!)
√ Including team members’ social media accounts could enhance connection with journalists

3. Share The Dossier With Top Journalists
√ Send the dossier to the relevant top 15-20 industry reporters, TV show producers, bloggers, and podcasters
√ Send to local and international media journalists
√ Don't pitch a story, just share the team’s domain expertise for future interview consideration

Journalists armed with the media dossier can easily reach out to your team members on short notice when an industry story breaks.

NOTE: The media dossier is not a short-term strategy; you are planting seeds for future engagement.

Anything you can do to make a journalist’s life easier will be rewarded with more future media coverage.

So, if you struggle with getting media interviews, remember to:
1. Build A Media Engagement Team List
2. Write The Team’s Media Dossier
3. Share The Dossier With Top Journalists


______________________________
You want to start building your team as credible media sources?

We will be glad to assist you in building your way to becoming a credible media source.

Our team of PR experts can help you list the perfect media engagement team, write their compelling media dossiers, and share them with industry-specific top local and international journalists.

Drop us a DM or better still, email Gad at [email protected].

04/08/2023

Build a personal brand on social media that fuels your professional growth.

In my work, I meet with lots of founders, entrepreneurs, marketing and PR professionals.

Unfortunately, some professionals and founders are missing out on the expertise of social media agencies because of misconceptions about the effectiveness of social media. 🤥

Here are 2 myth busters about social media.

Myth 1️⃣

📢 I don’t need to be on TikTok and Instagram!

A recent report by Nieman Lab revealed that GenZ and Millenials are turning to TikTok and Instagram as their default search engine kicking Google from the no.1 slot. 😲

Guess what? TikTok and Instagram are not just for fun dance videos and pretty pictures anymore!

Here's the impact for you: They crave authenticity, real people sharing genuine experiences, not just ads and biased websites.

To reach these tech-savvy audiences, you must be present where they search. When a Gen Z or Millennial looks for 'restaurants near me' or 'how to be a PR expert,' you need to be right there, ready to engage and cater to their needs. 🙌

Don't miss out on this massive opportunity to reach out and engage with your target audience in a more authentic and meaningful way.

Embrace the power of TikTok and Instagram to grow your reach and make a lasting impact! 🚀

Myth 2️⃣

📢 Social networks are for content creators to go viral!

On the contrary, social networks are your golden ticket! 🌟 Here's why:

Be a Thought Leader/ Domain expert: Picture this, when people search for your industry, your name pops up! Establish yourself as a thought leader and be the go-to expert in your field.

Media Opportunities: Experience speaks volumes! Our clients have landed media interviews by consistently posting valuable content on social media. Your posts can open doors to exciting media features.

Viral potential: This is just a by-product of being consistent and reaching the right audience that finds your content useful and valuable.

So, what are you waiting for?

Start crafting compelling social media content, share your expertise, and watch your influence grow.

Let's make your social media a powerhouse for success! 🚀💪
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🤳 EMcom

Kenya's IPO scene fizzled out into a long nap after 2015.So, it's fascinating how founders and entrepreneurs are still o...
03/08/2023

Kenya's IPO scene fizzled out into a long nap after 2015.

So, it's fascinating how founders and entrepreneurs are still obsessed with taking their company public through IPOs when considering exit strategies.

As a matter of fact, in 2022, ALL the 82 investor exits reported in Africa (not only Kenya) were Mergers and Acquisitions (M&A). Zero IPOs!

So, what other exit options can an entrepreneur consider in the face of a continent-wide IPO drought?

Here are 9 alternative exits other successful founders have used when IPOs take a backseat:

Typically, an exit will fall into one of 4 scenarios:
1. External Exits initiated from outside startup. They include Mergers, Acquisitions, and Acquihires
2. Internal Exits initiated from outside startup. They include Family Succession, Investor/Partner Buyout, and Management Buyouts (MBOs)
3. Adverse Exits which include: Liquidation and Bankruptcy
4. An IPO

1. Mergers
In a merger, two companies voluntarily converge into one with both controlling a share of the ownership.

A reverse merger, with a listed company, can also be used as a 'reverse IPO' to bypass the lengthy and complex process of going public.

Examples of Mergers in Kenya:
√ NIC Bank and CBA merger that birthed NCBA;
√ 2013 reverse merger of City Trust by I&M Bank that took I&M Bank public

2. Acquisitions
Here, one company is acquired (or purchased) by another company, or a competitor

In an acquisition, founders, and investors may be required to:

a. cash out or
b. stay with the company as a part of the deal

Examples of Acquisitions:
√ KCB's acquisition of National Bank;
√ Lipa Later’s acquisition of Skygarden

3. Private Equity Investment
Private equity (PE) firms specialize in making investments in return for an ownership stake.

They purchase publicly unavailable shares from existing founders, investors and lenders then exercise the right to purchase more shares in the future.

Example of Private Equity Investment in Kenya:
√ Adenia Partners acquiring a majority stake in Quickmart and Tumaini supermarkets

4. Acquihires
Here the purchaser buys the company purely for the startup team's skills and talent.

The acquiring company usually dissolves the acquihired startup and reassigns your team within its own organization.

Example of An Acquihire:
√ Google’s 2005 acquisition of Android Inc. to get the team they needed to develop Android OS.

5. Family Succession
Family succession is also known as a legacy exit.

It is the process of turning your business over to your children.

An Example of Family Succession in Kenya:
√ Naivas Supermarket where the founder, Peter Mukuha Kago, was succeeded by his children.

6. Investor/Partner Buyout
This happens when a partner or investor's stake is bought out by other partners or investors.

Partner/investor buyouts could also result from a ‘right of first refusal’ clause that gives partners the first priority to buy an exiting partner’s equity.

Example of Investor/Partner Buyout in Kenya:
√ The Kenyan government buying out PE firm Helios Partner’s stake in Telkom Kenya

7. Management Buyout (MBO)
MBOs happen when management or employees are interested in purchasing the company.

In MBOs, management and other leaders within the company will move into the exiting executives’ roles, taking on the ownership aspects of the business

Examples of Management Buyouts (MBOs):
√ Naushad Merali’s acquisition of Ryce Motors in 1975
√ Michael Dell’s delisting of Dell in 2013

8. Bankruptcy
Besides Liquidation, Bankruptcy is the other adverse exit.

No one starts a business with Bankruptcy or Liquidation in mind.

However, it is the reality forced on some businesses due to:

1. Unprofitability
2. Inability to raise funds

Examples of Bankruptcy in Kenya:
√ Nakumatt
√ Chase Bank

9. Liquidation
Liquidation is one of the quickest exit options.

Unfortunately, in liquidation, you lose the value of most of your intangible assets, such as your customer base, reputation, and partner relationships

Example of Liquidation in Kenya:
√ Kune Foods founder selling its IP and assets after shutting down operations

The riveting drama that is Twitter Inc X communicated continues.In this week’s episode, Elon Musk released the much-awai...
28/07/2023

The riveting drama that is Twitter Inc X communicated continues.

In this week’s episode, Elon Musk released the much-awaited ‘Death of a Bird: featuring X rebrand’.

Here are 5 valuable lessons any founder or CEO can learn from Elon Musk’s Twitter to X rebrand:

1. Do Your Due Diligence:
Always check and secure the intellectual property of the brand identity you are rebranding to.

As it turns out, Microsoft (courtesy of Xbox), Meta, and hundreds others hold intellectual property rights to various 'X' trademarks

This makes the X rebrand a legal suit landmine that Elon cannot musk over

2. Ensure A Smooth Transition of Digital Assets
Make sure, beforehand, that you can uncontroversially acquire the social media accounts and domain names your new brand identity needs.

TechCrunch reported that the ‘X’ Twitter handle was repossessed without warning or financially compensating the former owner, Gene X Hwang

3. Educate Your stakeholders
You may acquire the company but stakeholders always retain ownership of the brand

Instead of a shock therapy, Twitter should have educated users, advertisers, and other stakeholders on the planned rebrand.

That is how Meta and Alphabet succeeded in keeping users, advertisers, and investors happy after rebranding.

4. Consider User Behavior
A simple study of Twitter’s lingo reveals the impact the X rebrand can have on user behavior.

Now, Twitter users used to say, “I Tweeted” or “Read my Tweet”.

What will they now say under X, “We Hexed” or “Read my Hex?”

It is not a good thing to ‘hex’ someone or be ‘hexed’, if you know what I mean...

5. Don’t Rush It
Successful rebrands take TIME!

So, plan…plan..plan: don't spring it as a surprise on people.

First, it was the mad rush to replace the sweet blue bird with a dog; that didn’t go down well with Twitter users

Now, it’s the X cutting through the beloved little bird.

To say that the rebrand is undoing years of branding behind Twitter’s blue bird is an understatement.

The rebrand would have been smoother but Elon Musk dislikes my kind: PR Experts.

Now he has manufactured a brand reputation crisis whose price tag could quickly rise to 44 billion dollars guaranteed by Tesla stock.

But you can avoid these pitfalls using the 5-step checklist:
1. Do Your Due Diligence:
2. Ensure A Smooth Transition of Digital Assets
3. Educate Your Stakeholders
4. Consider Stakeholder User Behavior
5. Don’t Rush it

Try our 6-point playbook that will help you become great at writing apologies.Apologizing to your customers, online audi...
27/07/2023

Try our 6-point playbook that will help you become great at writing apologies.

Apologizing to your customers, online audience and other key stakeholders is inevitable.

People who don’t feel heard air grievances on social media to expose or escalate the situation.

By nature, we are hardwired to seek justice and fairness.

A great example is the recent Boys II Men concert in Kenya, where disappointed revelers took to TikTok to express their displeasure with the event organizers.

Their actions were screaming out, “Take responsibility and fix this!”

So how do we extend a heartfelt apology to our customers without risking a blemished reputation?

Here are the 6 steps we take to help our GoalsPR clients craft an effective apology:

✳️ Keep in mind the objective of the apology: take responsibility and build trust.

✳️ The tone of the apology: should not be defensive.

✳️ Outline the action steps that you plan to take to remedy the situation.

✳️ The outcome of the Apology: should bring healing.

✳️ A Weak apology is when you commit the same offense: so, DON’T!

✳️ An apology sets the pace for future communication with your aggrieved party

When you apply these steps, you showcase your brand’s integrity. 😎
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Between January 2020 and October 2022, Kenya accounted for a meager 9 of the 100 exits made by investors in African star...
20/07/2023

Between January 2020 and October 2022, Kenya accounted for a meager 9 of the 100 exits made by investors in African startups.

Interestingly, in the same period, 76% of venture capitalists desiring to invest in Kenyan and African startups identified ‘the lack of viable exit options’ as their primary obstacle.

Now, Venture Capitalists (VCs) get a return on their investment back through mergers & acquisitions (M&A) or an IPO listing in the Securities Exchange: they call these exits.

As competition for shrinking venture capital funds grows in the 2023 VC funding winter, I see VCs preferring to invest in founders with realistic 6–7-year exit strategies.

From our interactions with entrepreneurs, we understand that taking a company public is the desired exit strategy that most founders dream of.

However, since 2015, African security exchanges have seen a historically low number of initial public offerings (IPOs) and a high rate of delisting.

Furthermore, of the 33 reported African investor exits in 2021, none executed it through an IPO. While in 2019, only one out of the 44 exits by investors in Africa went the IPO route and it was not in Kenya! In 2022, there were no IPOs.

This grim IPO reality makes M&A the optimal exit scenario for VC-funded businesses in Africa and Kenya where numbers are more promising.

What do the African M&A numbers tell us?

In 2022, 48% of the 82 investor exits were reported to be from strategic trade buyouts, with the remaining 52% being shared by financial buyers and management buyouts (MBOs).

As any successful startup founder will tell you, publicity is one of the main tools that will help you build the credibility needed to successfully get the attention of prospective M&A exit partners.

If the M&A exit partners don’t know how good a fit you will be to their company or Private Equity portfolio, a merger or acquisition is unlikely to happen.

Good publicity is also a key recipe for a successful public listing through an IPO if that’s your optimal exit scenario.

When you are in a crisis or you don’t know what to do? Who do you call?Olivia Pope of course! The fixer.Olivia Pope is d...
13/07/2023

When you are in a crisis or you don’t know what to do?
Who do you call?
Olivia Pope of course! The fixer.

Olivia Pope is depicted in the fictional TV show Scandal as the quintessence of a PR guru.

Olivia is a crisis communication manager and her job is to bring calm to a crisis while managing her client's image and the press. However, there are some remedial steps like hiding bodies, murder and having an affair with her prime client that is not necessarily a true representation of what would happen in the PR world.

In light of that, there are still valuable lessons that Olivia Pope embodies as a true PR professional when it comes to managing a team and crafting a client's image and messaging.

Here are the 6 ways we can emulate Olivia Pope:

✅ Build your gladiator team
“Gladiators don’t have feelings. We rush into battle. We’re soldiers.” -Harrison

✅ Always be informed
“Mediocracy is not an option for me.”- Olivia Pope

✅ Have a plan A and Back up plan A
“My Gut tells me everything I need to know, I always trust my gut.”- Olivia Pope

✅ Train your clients to master the media
“Artie take a breath. Keep your head still and maintain eye contact. Just answer what was asked of you; if you go off on a tangent it will look unreliable. Let’s try again.”- Olivia to her client Artie.

Olivia’s rule book guide on media is:
💡Don’t say “no comment” when answering questions you will be perceived that you have something to hide.
💡Answer a question positively or empathically.
💡Never place the blame on someone else.
💡Don’t apologize when it’s not your fault.

✅ Wear your white hat
“Dirty little secrets always come out.”- Olivia Pope
“I haven’t slept in Ten months……I think he knows what we did, Cyrus.”-Olivia Pope.

✅ Becoming Confident
“We are never done, because whatever happens, there is always another move, whatever happens, we do not give up!”- Olivia Pope

Remember to :
1️⃣ Build your team
2️⃣ Be informed
3️⃣ Have a plan
4️⃣ Master the media
5️⃣ Wear your white hats and
6️⃣ Be confident

Olivia Pope’s grace under pressure and ability to “fix” most things thrown her way is something that any PR professional would envy.

What qualities do you admire in Ms. Pope?
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Many startups fail to raise funds because they don't convince investors that they have a minimum viable team that can gr...
13/07/2023

Many startups fail to raise funds because they don't convince investors that they have a minimum viable team that can grow the business.

You need a minimum viable team to successfully raise funds and grow your business

Experienced founders build a team VCs can bank on using the 3H framework of:

1. Hustler
2. Hacker
3. Hipster

Showing investors that the core founding team possesses ALL the 3H skills of the Hacker, Hustler, and Hipster to successfully launch and grow the business is the key to VC checkbooks.

1. Hustler

The Hustler is the chief salesman who makes sure the business has a steady stream of paying customers.

The Hustler is the go-to businessman who makes sure the company is making money.

As the master of persuasion and negotiation, the Hustler is the one tasked with forming partnerships and getting investors.

Hustler Example:

Victory Farms CEO Joseph Rehmann comes to mind as an example of a Hustler.

Joseph used his frontier markets working experience and background in banking and private equity to cofound Victory Farms and raise more than 40 million dollars from VCs.

He is the extroverted networker with a growth mindset that has used his sales and partnership-building Hustler skills to build Victory Farms into the 15th fastest-growing company in Africa (FT Ranking).

2. Hacker

The Hacker is the technical brains that ensures the actual product works.

The Hacker works on product development and leads in the use of new technology.

The Hacker also champions the use of new business processes to maximize productivity.

The intellectual properties developed by the Hacker form the foundation of your competitive advantage.

The Hacker can be found in both tech and non-tech companies.

An example of a non-tech Hacker is the character Heisenberg in Breaking Bad TV series.

Hacker Example:

Victory Farms' cofounder, Steve Moran, is a great example of a non-tech Hacker.

He has used his aquaculture expertise to develop sustainable large-scale fish farms run by Victory Farms in Lake Victoria and Rwanda’s Lake Kivu.

As the Chief Aquaculture Officer, Steve has led the adoption of cage-farming technologies that produce enough fish to sustain Victory Farms customer demand in Kenya and Rwanda.

3. Hipster

The Hipster is the creative type who lives and breathes user experience and branding identity.

The Hipster is the designer and creative genius who makes sure the final market-ready product and the user interface are cooler than anything else out there.

Hipsters understand the customer better than they understand themselves and use this to ensure products are simple and easy to understand.

The Hipster uses their creativity and good taste as well as copywriting skills to bring innovation and the cool factor that make the product marketable.

Hipster Examples:

The resident Goals PR Hipster is our cofounder, Lilian Wambui. She understands our clients better than anyone else and makes sure our service feel converge with customer expectations.

Further abroad, we have Apple’s Chief Design Officer, Jonny Ivy. Jonny rose to Hipster stardom when he was credited for being the driving force behind the look and feel of Apple products.

The Winning Combination

When the Hipster brings the creative innovation and cool design factor, the Hacker delivers the technical solutions, and the Hustler finds a way to sell it to customers, investors, and partners, your business will be a darling of investors and customers

Successful founders convince investors that the core founding team possesses all skills of the Hacker, Hustler, and Hipster.

Pro Tip: You don’t need exactly three people to form a startup team. The 3H skills can be possessed by one, two, or even more people.

11/07/2023

How do we harness networking opportunities? Read this post by Wambui Opondo to find out.

Networking has been described as an essential tool for maximizing professional growth.

In and of itself, a valuable network is one that helps us identify any self-sabotaging behavior that hinders our workplace potential.

The story of James vividly demonstrates the value of networking.

“When James joined the men’s Friday breakfast support group, he came with a history of job problems.

He wasn’t lazy, and he wanted to be successful.

Yet his pattern was to want more support from his bosses than they had it in them to give. He wanted them to give him ideas, motivate him and offer parameters.

Then, when the boss required James to take extra responsibility, he would blame the company and quit.

He had hopped from one job posting to another, with lots of promise but no desired results.

The support group was ideal for James, as several members were successful businessmen interested in personal growth issues.

As the men made themselves vulnerable to James, he felt safe opening up to them.

They were sympathetic to his career dreams and struggles.

But a couple of events challenged his idea of ‘support’. First, as James told the group about his career frustrations, the members failed to respond the way James expected.

While they were supportive, some men began questioning him and pointing out his pattern of not following through on work requests. “We can see how your boss might feel you were more interested in your agenda than his,” they told him.

Next, when James observed the successes in the group, he attempted to capitalize on it.

He asked them to help him get a position in their companies. But the group stood firm. “We do support you and we’ll help you be the kind of man who can get a job on his own, but it won’t be from within our ranks.”

James was wise enough to value this feedback and began developing his own job leads. By the time he landed a job he valued, he was much better at taking responsibility for himself without the wishes for caretaking getting in the way.”.........................................................................................................

Credits
Excerpt: The Mom Factor by Dr. Henry Cloud and Dr. John Townsend
Video: Pexels/RDNE stock project

Startling funding statistics reveal that African startup funding has fallen by 62% in the last 12 months.To help founder...
06/07/2023

Startling funding statistics reveal that African startup funding has fallen by 62% in the last 12 months.

To help founders attract funding during the funding winter African are experiencing, we meticulously analyzed that captured the hearts of venture capitalists to raise millions of dollars.

Our analysis resulted in the 11 indispensable slides that will revolutionize your 2023 funding rounds.

This carefully curated collection of 11 slides has been carefully infused with examples, tips, and storytelling techniques that are sure to captivate even the most unyielding of venture capitalists.

1. Intro Slide
On this slide, share your company name and a catchy single declarative sentence that defines your company.

Don’t get caught up listing features here, instead focus on a compelling mission that will hook the investor.

Uber, Airbnb, and YouTube pitch decks give good examples of Intro Slides

2. Problem Slide
In this slide, describe:

1. The pain of your customer
2. How this pain is being addressed today and
3. Why the current solution falls short

Pro Tip: Use storytelling by sharing a personal experience around the problem.

Avoid using jargon, acronyms, and complicated arguments. Instead, use verifiable claims and storytelling, storytelling, storytelling…

The Airbnb and Tinder pitch decks provide wonderful examples of good Problem Slides

3. Solution Slide
This is the hero slide where you explain your eureka moment and why it’s important now.

Make use of metaphors and analogies to help the VC understand your concepts

Demonstrate benefits instead of listing features.

If you must use features, add a “so that…” to a feature to illustrate the benefit e.g.

Mpesa uses USSD SO THAT it can be accessed by any Kenyan with a phone.

For your Solution Slide, you can use the Airbnb example below for inspiration

4. Competitive Advantage
This slide elaborates on the technologies and patents you have developed to make your product or service unique.

Demonstrate your underlying magic and value proposition to investors.

This is the only slide where you are at liberty to be more technical.

When working on your competitive advantage slide, you can use Uber and Airbnb's Competitive Advantage Slide to guide you

5. Product Demo Slide
A picture is worth 1000 words, a product demo is worth 1000 pictures!

The demo should be 30 seconds or less and contain a maximum of 2 features.

Use before (problem) and after (solution) scenarios based on real use cases.

If the pitch deck is being shared via email, a video capture of a demo using tools like Loom will guarantee that investors get to experience the product in use.

Product Demo (Live Pitch Scenario)
For a live pitch, have the product demo meshed with the solution slide or the competitive advantage slide.

Pro Tip: Live demos are notorious for crushing during the pitch. Experienced founders mitigate this using recorded demo videos.

The Airbnb and Tinder Product Demo Slides demonstrate great ways of doing your Product Demo Slide

6. Business Model Slide
This slide explains to investors how you intend to make money from your great idea.

Some of the business models adopted by other successful founders include:

1. SaaS (Software as a Service) - think WorkPay, Xetova, Canva
2. Fee-For-Service – think Mpesa, PesaPoint, Healthcare providers
3. Marketplaces – think Jumia, Amazon, Alibaba
4. Subscription – think Netflix, Viusasa, Showmax
5. Aggregator – Airbnb, Uber
6. Direct-To-Consumer (D2C) - think Victory Farms
7. E-commerce – think Twiga, Greenspoon, Marketforce
8. Advertising – think Google Search, Citizen TV, Jiji

When creating a Business Model Slide in your pitch deck, the YouTube and Airbnb pitch decks can offer guidance

7. Competition Slide
In this slide, show who your direct and indirect competitors are and demonstrate how you plan to win the market from them.

Never say you don’t have competition as that will make you look like a rookie to investors.

Competition is good as it demonstrates the market potential and validates your idea.

When developing your Competition Slide, Airbnb and Carta pitch decks can provide inspiration

8. Market Potential Slide
We call it the ‘why we will make you rich’ slide.

Demonstrate why there's a big enough MARKET – if it’s not big enough, it’s not fit for VC money.

Pro Tip: Present a Worst-case Scenario (where you are below industry par), a Realistic Scenario (where you become an average company in the industry), and a Best-case Scenario (where you become the market leader)

Uber utilized the 3-scenarios Market Potential in their pitch deck to great effect

9. Traction/Milestones Slide
In this slide, use data to show how the market has been receiving your product over time

If you have revenue and it’s growing, it should be the only chart in this slide.

If you don’t have revenue, share data on early subscribers and waiting lists.

You can also include testimonials from clients, even if it's less than 5. Investors would like to know what customers say about your product.

Avoid vanity metrics that don’t translate to growth.

YouTube, WeWork, Front, and Airbnb pitch decks offer a great demonstration of Milestones/Traction Slides.

10. Team Slide
The investor is investing in the right people who will work together to pull off the promise.

This slide needs to show investors how your team’s skills and experience bring out the fundable 3H personalities of:

1. The Hustler brings in business revenue
2. The Hacker leads product development
3. The Hipster makes the product appealing to customers through creative design

Pro Tip: In this slide, do not talk about anybody who is not 100% dedicated to the company at this point.

Airbnb, YouTube, and WeWork pitch decks perfectly demonstrate what to include in your Team Slide

11. Fundraising (the Ask) Slide
In this slide, be very specific on the amount of funding you are seeking and how the funding will create greater value for the business

Include the first milestone you intend to achieve if the investor funds you.

A great Fundraising (the Ask) Slide can be seen in Airbnb and Carta pitch decks

Other Slides
You can also include the following slides in your pitch deck:

√ Go-to-Market Slide
√ Use of Funds
√ Exit Opportunities
√ Why Now

Pro Tip: As you add slides to your pitch deck, remember the 2.5 minutes investors spent reading pitch decks: so don’t exceed 12 decks.

The 11 Slides That Will Keep Investors Hooked in 2023:
1. Intro Slide
2. Problem Slide
3. Solution Slide
4. Competitive Advantage
5. Product Demo Slide
6. Business Model Slide
7. Competition Slide
8. Market Potential Slide
9. Traction/Milestones Slide
10. Team Slide
11. Fundraising (the Ask) Slide

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