Using positioning to build better fundraising pitch decks

This week became April Dunford positioning week on the blog. If yesterday’s video had a focus on storytelling, this one has a focus positioning. (It’s more similar to the presentation at SaasSiest).

I believe strong positioning, in addition to improving sales, can help make two of the least effective slides in a fundraising deck better (the market slide and the competition slide).

The market slide often says something like “the market is worth $25 billion globally and according to Gartner it will grow to $34 billion by 2028”, even if the company is only service a niche segment in Europe. Yes big markets are important, but it often becomes disconnected from the product and go-to-market plan and thus less effective.

The competition slide often is 1) a list of features where the pitching company checks all the boxes while the competitors don’t or 2) a 2×2 matrix with the company in the top right corner. It often feels like the features are cherry-picked or the assumed strength of the top right corner cannot be seen in traction.

I’ve done those things myself when fundraising, so I’m not pointing fingers just pointing out that making those slides effective is difficult.

Author: Henrik Torstensson

Partner at Alliance VC. Investing in Nordic early-stage tech startups.

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