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Today, we will look at a subscriber’s deck sent to me.
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The design here is incredible. This branding for this company and its deck is on point, and it’s great that we can see that from the first slide. That being said, this slide is way too busy. If I am struggling to digest all the information on the cover slide, that doesn’t put me in a good mindset for the rest of the deck as a reader/investor. This slide should really be kept simple. I would remove the marketing catchphrase, replace it with a strong one-liner targeted at investors, then remove the block of text. If there are awards/social proof to add, then make it clear where that comes from. It means nothing to me if you just say you are the most innovative beverage. Who gave you that distinction?
Investors rarely invest in a product; they invest in an idea. This slide jumps straight into the product. It is the equivalent of Steve Jobs pitching the iPod as an “MP3 music player with a 10GB hard drive, rechargeable lithium polymer battery and innovative 30-pin firewire charger” instead of the simple “1000 songs in your pocket.” You need the perspective framer, the idea, and the emotional connection to the solution before you jump into the product details.
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Again, here we are jumping into the benefits of mood-supporting drinks and discussing the market for them without really explaining why they exist and what they are. As someone who has personally never tried this, I don’t understand the market. I’m assuming 90%+ of VCs also have never had a mood-supporting drink. So there needs to be time dedicated to a perspective framer to make me understand and care about this.
This stuff is great if it follows the flow of a deck where you got me hooked on the problem, believing in the solution, and now you are showing the magic recipe. But in this deck as presented, I’m still wondering why this product exists, and more information about the product won’t convince me it should exist. I don’t understand the demand for it or the problem it is solving.
Same comments as the previous slide, when the basics haven’t been done, all of this has no impact. In fact, diving deeper into a product when I don’t yet care about it has the opposite of the intended effect; it just makes me want to click off. It’s like talking to someone with a niche interest that you don’t share, and they won’t shut up.
It’s clear from this slide that this deck wasn’t designed with investors in mind. That’s fine but then don’t send it to an investor or use it for that purpose. Even as a sales deck, I’d argue that the points above still stand. You won’t get stores to carrry your product if they don’t understand why anyone will buy it.
This should have been higher in the deck. This real traction point shows that the company is established and recognized. If this had been put earlier then even if I don’t understand the product, it shows me that I should invest the time into this because others clearly do.
Strong traction points that should have been more prominently featured. I’d assume most people click away or start skimming long before they get to this slide.
This is a great insight for retailers that might want to carry the drink, and for investors, again, this information should be higher; the product really should be one of the last things you talk about.
Would you invest based on this deck? |
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