Pitch Deck Development - tmp.ucsb.edu - UCSB's … TMP Lecture... · • Why other with this Now?...

Pitch Deck Development

Kelly J. Brodbeck

PV Power Solutions

Resume: Recent Products & Brands Created

RaydianceLaser Manufacturing Solutions

HydrateFDA RegulatedMedical Device

PV Power Plant O&M SaaS

• Why Bother with this Now?

• Slide Style and Content

• The Need for FOCUS

• Understanding Investors

• Pitch Deck Elements:

Topics

Title Slide Revenue Model Problem Statement Go To Market PlanSolution Statement The Investment OfferingProduct / Service Use of FundsDifferentiation The TeamValidation Exit Strategy (Optional)Market Questions Slide

• NVC Poster Board

The Pitch Deck

Kelly J. Brodbeck, CEO

We help sick

people breathe.

• 12 Slides in 15 Minutes (+ Q&A) at lunch or dinner

Forces Focus Drives StrategyFacilitates Elevator Pitch

Slide Appearance

French Polynesia is Like Nowhere Else

• Unmatched Beauty- unique volcanic islands - formed 50,000,000 years ago- species found nowhere else

• Warm and Welcoming People- high education- stabile economy- value visitors (even Americans)

• More Affordable Than You Think- many special packages from Air France- travel off-season, weather still good

• Safe and Modern Facilities- modern international airport on Tahiti- European amenities- safe drinking water and outstanding food

• Easy Transportation- direct flights from LAX on multiple carriers- easy island hoping on planes and ferries- long flights made easy by great service in coach

• Wide Variety of Hotels- From 5-star resorts to camping- Family run pensions

• Unmatched SCUBA Diving- Shoot the Pass on Rangiroa- Frequent shark encounters- Top rated dive companies

• Fun for All- Honeymoon- Families with Kids

Pitch Decks: Less Is More

Pitch Decks: Less Is More

French Polynesia is Like Nowhere Else

• Affordable• Safe & Easy• Fun

Cool New Technology

With Lots of

Markets & Applications

Energy

Medical

Consumer

Defense

Government Research

Palm Power

Single Soldier Applications

Remote Power

Fuel Injectors

Low Emission Vehicles

Marine Power

RV Power

Taxi Heating

Drug Delivery

Smoking Cessation

Humidification

Medical Device Sterilization

Camp Stoves

Outdoor Lighting

Fragrance

Propellant Displacement

Sanitizing Agents

Various Analytical Tools

Particle Size Characterization

Semiconductor Processing

Waste ProcessingIndustrial

What Kills Many Start-Ups?Markets Applications

Lack of Focus

Cool New Technology

With Lots of

Markets & Applications

Energy

Medical

Consumer

Defense

Government Research

Palm Power

Single Soldier Applications

Remote Power

Fuel Injectors

Low Emission Vehicles

Marine Power

RV Power

Taxi Heating

Drug Delivery

Smoking Cessation

Humidification

Medical Device Sterilization

Camp Stoves

Outdoor Lighting

Fragrance

Propellant Displacement

Sanitizing Agents

Various Analytical Tools

Particle Size Characterization

Semiconductor Processing

Waste ProcessingIndustrial

What Kills Many Start-Ups?Markets Applications

Ultimate Answer

Who Are My Investors?

TractionPersistence

Pitch Deck: Title Slide

• Hidden Opportunity

Company Presenter

PICThe essence of what you do

Tag Line

Value Proposition

12

Kelly J. Brodbeck, CEO

We help sick

people breathe.

Communicating the Problem

From

User Buyer Influencer

Point of View

Unmet Need

Buyers Ready

Quantifiable& Big Mkt

Understandable

Relatable

Framed to De-positionCompetition

14

The Problem

Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache

Humidifiers are Unsafe OTC Meds Have

and Ineffective Serious Issues

US Consumer Product Safety Comm Warning FDA Warning for Children

Mayo Clinic Warning

15

The Problem





Mayo Clinic Warning

CustomerPOV?

Unmet Need?

QuantifiableBig

Understandable?Relatable?

De-PositionAlternatives

16

The Problem





Mayo Clinic Warning

CustomerPOV?

Unmet Need?

QuantifiableBig



17

The Problem





Mayo Clinic Warning

CustomerPOV?

Unmet Need?

QuantifiableBig



18

The Problem





Mayo Clinic Warning

CustomerPOV?

Unmet Need?

QuantifiableBig



19

The Problem





Mayo Clinic Warning

CustomerPOV?

Unmet Need?

QuantifiableBig



Solution

What is It?

Validation?

Protected?Unique?

21

The Solution

We own the best medical humidification technology in the world.

• the Capillary Force Vaporizer

• 8 issued patents

• 8 patents pending

• most critical patent to 2027

CFV Device

Proven in hospitals to save lives.

Vapore now brings its CFV Technology to the home.

22

The Solution






CFV Device



What is It?

Validation?

Unique?

CompetitiveInsulation?

23

The Solution






CFV Device



What is It?

Validation?


Unique?

24

The Solution






CFV Device



What is It?

Validation?

Unique?


25

The Solution






CFV Device



What is It?

Validation?

Unique?


Product

• Turn the Solution into a Product

• Connect the Product Back to the Problem

“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”

- Dr. Sandra Peterson, MDPediatrician, UCLA Medical Center

Solution

ProductValidation & Tie to Problem

• Validate the Product

27

IntroducingSafe and Soothing Sinus Therapy™

High consumer acceptance:

• in home use testing

• it really works

• superior safety


- Dr. Sandra Peterson, MD

Pediatrician, UCLA Medical Center

28




• it really works

• superior safety




Solution toProduct

Tie to Problem

Product Validation

29




• it really works

• superior safety




Solution toProduct

Tie to Problem

Product Validation

30




• it really works

• superior safety




Solution toProduct

Tie to Problem

Product Validation

Differentiation

Attributes Relevant To:

Buyers / Users / Influencers

Commercial Competitors

Identify: Alternative Methods

Emerging Technologies

Simple Qualitative

32

Competitive Advantages

MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √

No Germ Transmission √ √ √

No Burn Risk √ √ √

No Side Effects √ √ √

Doctor Recommended √ √

Portable / Use anywhere

√ √

33


MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

Attributes

Competitors

Simple Method

Qualitative

34


MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

Attributes

Competitors

Simple Method

Qualitative

35


MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

Attributes

Competitors

Simple Method

Qualitative

36


MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

Attributes

Competitors

Simple Method

Qualitative

Validation

Traction

MilestonesCompleted

Expert Opinion

Media Coverage

User Testing

PricingInsights

Quantitative

38

American Academy of Pediatrics 2010 Conference

1 = Not appropriate / don't recommend

N = 278 Pediatricians 7 = Appropriate / Will Recommend

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

39




0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

User Testing

Expert Opinion

Price Analysis

Quantitative

40




0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

Expert Opinion

Price Analysis

Quantitative

User Testing

41




0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

Expert Opinion

Price Analysis

Quantitative

Didn’t Do It Here

User Testing

42




0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

Expert Opinion

Price Analysis

Quantitative

User Testing

Market

Put Here If Market Is Clear

Put At Front If Not

Size& Your Niche

Trends

Customers

44

Target Markets

MyPurMist™ will become its own hybrid category.

We will source customers from:

US Annual Sales

Room Humidifier Market $350M

OTC Sinus Drug Market $ billions

Nasal Wash $80M

Homeopathic Sinus Market $200M+

Acne and Facial Care Market $ billions

Revenue Model

Who Do You Sell To?

Model Flowof Goods & Services

Structure of $$$ Exchange

Clients• company 1• company 2

ABC, Inc• proprietary software• analysis expertise

3rd PartyEvaluators

$, raw data

raw datafeedback

analysis

ABC, Inc.

ABC, Inc. Revenue Model:

Clients in “XYZ” Industry pays:

• retainer ($50K/month)• software License Fee ($3M / seat)• lump sum per project (negotiated)

ABC, Inc Pays 3rd Party Evaluators:

• per day basis ($50 /person / hr)• per project basis (negotiated)

47

Business Model

Go To Market Plan Don’t Confuse PR and Marketing

Dr. Oz “I love this”

Buyer’s Unmet Needs

Unlikely Adopters

Position by Adopter

Distribution Plan

Pricing Strategy

Promotion Plan

Marketing Tactics

Brand Maturation Plan

Competitive Benchmarking

Product Development

Early Adopters (segments)

Consumer Research

Go To Market Plan

Complex&

Separate Presentation

Marketing Plan

Runs Parallel to Product Development

Buyer’s Unmet Needs

Unlikely Adopters

Position by Adopter

Distribution Plan

Pricing Strategy

Promotion Plan

Marketing Tactics

Brand Maturation Plan

Competitive Benchmarking

Product Development

Early Adopters (segments)

Consumer Research

Go To Market Plan

Complex&

Separate Presentation

Marketing Plan

Runs Parallel to Product Development

Pitch Deck: Show Launch Plan

Soft Launch

Website

Promotional Discounts

Launch

e - Tailers• Amazon

Growth

Mass Retailers• example• example

Specialty Catalogs• give example

Overseas Partners

Limited Retailers• give example

Social Media

Expected Unit Sales as Function of Launch Phase

Go To Market Plan Usual Pitch Deck Elements

• tactic 1 • tactic 2

100,000

50,000

1,000

Early Adopter 1: Moms w/ kids

Early Adopter 2: mid-age men

• tactic 3 • tactic 4

The Investment Offering

“Hockey Stick”

Graph

Terms

ValuationExit

ExpectationsKeep It Simple

53

The Deal

Projected Sales:

• $80M in 2015

• Profitable in 2011

Series B Offering:

• $1.1M

• 75% subscribed

• $0.10/share

Pre-Money Valuation: Exit Target:

• $1.66M • 2013 exit - first product

Millions

$0

$20

$40

$60

$80

2011 2012 2013 2014 2015

Revenues Gross Margin Net Income

54

The Deal

Projected Sales:

• $80M in 2015


Series B Offering:

• $1.1M

• 75% subscribed

• $0.10/share



Millions

$0

$20

$40

$60

$80

2011 2012 2013 2014 2015


Sales Projection

Basic Terms

Valuation

Exit Comment

55

The Deal

Projected Sales:

• $80M in 2015


Series B Offering:

• $1.1M

• 75% subscribed

• $0.10/share



Millions

$0

$20

$40

$60

$80

2011 2012 2013 2014 2015


Sales Projection

Basic Terms

Valuation

Exit Comment

56

The Deal

Projected Sales:

• $80M in 2015


Series B Offering:

• $1.1M

• 75% subscribed

• $0.10/share



Millions

$0

$20

$40

$60

$80

2011 2012 2013 2014 2015


Sales Projection

Basic Terms

Valuation

Exit Comment

57

The Deal

Projected Sales:

• $80M in 2015


Series B Offering:

• $1.1M

• 75% subscribed

• $0.10/share



Millions

$0

$20

$40

$60

$80

2011 2012 2013 2014 2015


Sales Projection

Basic Terms

Valuation

Exit Comment

The Team

Cover All Critical Functions

CEO CFO CTOMkt Mfg Legal

On Team

Plan to Hire

Tech Team – No

Advisors - ehInvestors -eh

59

ManagementKelly J. Brodbeck, CEO

• 11 years product development at Clorox

• multiple new product and line extension launches

Robert Hale, Public Relations• grew SinuCleanse Nasal Wash from $500,000 to $45,000,000.

• significant category knowledge

Bob Stoesser, Manufacturing• 30+ years experience in medical device production

Experienced Board with decades of angel investment experience.

Kelly PIC

Robert PIC

Bob PIC

Board PIC

The Exit (Optional)

Investors want $$$ back

+ Return in reasonable time

Future Vision

IPO Acquisition

Dividend Spinoffs

List Precedents

Similar Companies

61

Exit and BeyondAcquisition Candidates from Multiple Industries:

Consumer Products Healthcare Health & Beauty

Precedents and Expectations:

• KAZ purchase of Slantfin 2x on annual sales (2006)

• We expect 25x for Series B investors

Platform technology will create spin off companies:

• mucositis

• xerostomia

• laparoscopic surgery humidification

62







• mucositis

• xerostomia


Acquisition

Precedents

Roadmap

63







• mucositis

• xerostomia


Acquisition

Precedents

Roadmap

64







• mucositis

• xerostomia


Acquisition

Precedents

Roadmap

The Q&A Slide

Another Hidden Opportunity

66

Questions?

“No doubt this is a cool option to replace the worthless OTC meds for children. An excellent product for physicians to offer to their patients.”

- Pediatrician, UCSF

“My wife can’t use many OTC meds due to her other medications . This was much more soothing than our room humidifiers and it was portable so I wasn’t chained to where ever it was plugged in. Nicely done product! “

- Primary Care MD, UCSF

“I am using this nifty handheld humidifier and my allergies are under better control (than with a room humidifier). Let me know when this is on the market.”

- ENT MD, Los Angeles

67

NVC Poster Board

Title Slide Content

Solution Product / ServiceProblem Statement

Differentiation ValidationMarket

and/or

Revenue Model

68

NVC Poster Board

Solution Product / ServiceProblem Statement


and/or

Revenue Model

We help sick people breathe.

69

NVC Poster Board

Solution Product / Service


and/or

Revenue Model


Hundreds of millions suffer with sinus problems:

cold flu allergies sinusitis chronic dryness headache

Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues

US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning

70

NVC Poster Board

Product / Service


and/or

Revenue Model






Patented CFV Solution

71

NVC Poster Board


and/or

Revenue Model






Patented CFV Solution Introducing myPurMist• Proven in hospitals• Drug free• Doctor endorsed• Consumer tested

72

NVC Poster Board

ValidationMarket

and/or

Revenue Model







MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

73

NVC Poster Board

Market and/or

Revenue Model







MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

American Academy of Pediatrics

N = 278 Doctors

74

NVC Poster Board







MyPurMist™

Humidifiers

Cool Warm

OTC Drugs

Effective √ √






√ √

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5 6 7

Rating Scale

American Academy of Pediatrics

N = 278 Doctors

Market US Annual Sales

Room Humidifier Market $350M

OTC Sinus Drug Market $ billions

Nasal Wash $80M

Homeopathic Sinus Market $200M+

Acne and Facial Care Market $ billions

Goals & Mistakes

Do

Grab audience interest:• your personal style

• be animated

Leave them wanting more

Be Visual

Deck can stand on its ownw/o you

Don’t

Overwhelm with too much content

Belittle competitors / arrogance

Too many presenters

Be Nervous – This is Fun!!!!

Pitch Deck Development - tmp.ucsb.edu - UCSB's … TMP Lecture... · • Why other with this Now?...

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