When getting ready to pitch VCs, founders often jump right into assembling a slide deck.
I think this is a mistake.
I’d suggest that you start by writing twenty headlines that sum up your startup, and only then build the slides.
Here’s why:
1/11
Even for strong startups, fundraising is a marathon that requires near constant attention for 8-12 weeks. The process is punishing, and riskier than you might imagine. You need to prep for it as seriously as you would a race.
/1
A few startups founded during the depths of economic recession in 2008-2009:
💳 Square
🚖 Uber
#⃣ Slack
🖥️ The Trade Desk
🌩️ Cloudflare
☎️ Twilio
📖 MongoDB
📍 Pinterest
🎓 2U
Keep building.
A portfolio CEO recently asked for advice about an unsolicited offer from a good VC:
Facts:
💳 $20M/year run rate & doubling annually
🏦 Has $10M (most of the capital it’s ever raised) in the bank
💰 VC offer is $25M on a $150M pre-money valuation
What should they do?
/1
🗣️ Don't Waste a VC Pitch Arguing 🗣️
Some of the best startup pitches sound crazy, & VCs are often skeptical. But I want to caution founders not to fall into “debate mode,” & to stay focused on the sale.
Here’s how a pitch goes off the rails, & how to get it back on track:
/1
Two Laws Of Startup Physics
Fifteen years into my venture capital career, I’ve come to believe there are two undeniable laws of startup physics:
Capital compounds both positive and negative formulas.
All positive formulas compound at diminishing rates of return.
1/55
The most common exit opportunity is not a multi-billion dollar IPO but a $50M-$100M acquisition.
If you’ve raised a modest amount of money, that can be a transformative outcome.
If you’ve maximized VC at each stage, many, if not all, of those opportunities will be closed.
Startups don’t just “run out of money.”
They wait too long to address problems while they had money.
Failure doesn’t usually happen “to” startups.
Problems are rationalized until it’s too late. Too much money multiplies this problem.
Stock options are a key lure of working at a startup. But explaining them, and particularly their value, is a challenge for a few reasons:
🤩 Expectations management
🎲 Valuing risk is hard
💱 Financial complexity
Here are some thoughts on communicating options.
/1
My grandfather, George Feldman, "Grampy" turned 112 today - The 2nd oldest man in the United States and the 5th oldest man in the world.
This afternoon we got news that he passed away. It's with great sadness and great appreciation, for the life he lived, that I share this news.
Startups don’t just “run out of money.”
They wait too long to address problems while they have money.
Failure doesn’t usually happen “to” startups. It happens when founders rationalize problems until it’s too late.
Startups need to proactively tackle their biggest problems.
@axios
Let me rewrite that title in a more fair way:
"When it became evident to Pres. Biden that it was time to gracefully step aside, his party briskly rallied around his running mate VP Harris."
When pitching your startup, instead of a linear flow, think of your startup’s story like a pyramid with many layers.
Each layer of the pyramid is the entire story of the company at different levels of resolution.
/1
Many VCs say founders won’t build a billion-dollar startup unless they are willing to gamble it all from the start.
Nonsense.
To become a billion-dollar business, a company first needs to be a $10 million business.
Founders don't win by skipping to the end game.
Don’t depend on VCs, or anyone other than your customers, for validation.
Prove your product’s value with traction.
Remember, VCs are financiers, not oracles.
A couple of notes on Employee Stock Option Plans (ESOP):
🗜️ESOPs are as much for your benefit as your VC: There are many ways VCs can hurt startups — this isn’t one of them
🍤 Startups shouldn’t skimp on ESOPs: This is the capital you use to recruit talent
Let me expand:
/1
While founders are experiencing insane highs and lows, your team members cannot be whiplashed by that same level of volatility.
They're committed, but not nearly as committed as you, which is why they might run for the hills if you expose them to your every emotion.
“Why Now?”
Most VCs will ask this.
But this question misses great startups.
Investors are asking if your oppty is:
🤖 New tech?
👽 Emerging user behavior?
⚖️ Regulatory change?
Major macro shifts matter, but special founders are often overlooked as key vector of success.
/1
.
@dharmesh
is one of the best entrepreneurs of his generation, but he's also an extraordinarily successful angel investor with a portfolio that includes Coinbase, Okta, Dropbox, Drift, among others.
This post explains his "weird & wacky" process:
It's worth noting Airtable raised only ~$10M over the first *five years* of its existence. Today, a lot of "seed-stage" startups burn that in 18 months.
Go slow to go fast.
well done
@howietl
!
#ProudInvestor
This may feel like an old school approach, but your story is everything. Stop thinking of your pitch as a checklist. Start thinking like Lin Manuel Miranda. Don’t throw away your shot (Apologies to
@Hunterwalk
).
11/11
It’s often said that the founder/VC relationship is harder to get out of than a marriage. Put that way, it’s shocking how few data points inform investment decisions.
That means it’s *really* important that you get them mostly right.
Some thoughts on how to do that:
/1
Founders, if I told you that you could:
🧱 Increase productivity
♻️ Reduce turnover
🤗 Build loyalty
All in 15 minutes a day, you might think I was peddling snake oil.
There’s actually an easy way to do it.
Show gratitude
Here's a simple practice that I've seen work:
/🧵
“The End of The Era of Indifferent Capital”
The next year will be challenging for startups.
Promising companies will struggle. Many will fail.
The only consolation is that the "era of indifferent capital" is coming to a close – may it never return.
/🔗
The market is in tough shape. Nothing you can do about that.
VCs are taking a lot of meetings and not writing many checks. Nothing you can do about that.
The only things you can control are 1) Your growth rate 2) Your burn rate and 3) your messaging.
Focus on those.
If you're unsure about how well the VC market will respond to your progress, pitch 5ish firms to get a feel.
If the response is cool, take time to address weaknesses and revisit in a few months – don't keep pitching.
Don't burn good VC leads who won't reconsider later.
Most pitch decks will have slides addressing the following themes (often using these exact titles)
🔥 User Problem
⚙️ Product/Solution
⌚️ Why now?
📈 Market
⚽️ Team
👩💼 Business Model
💹 Financials
🥊 Competition
💰 Fundraising
You should touch on all these topics, but...
3/11
Amazing to think this week is the 10th anniversary of Founder Collective closing its 1st fund. It’s flown by and we’ve been so lucky to work with such an amazing group of founders and collaborators over the years. Thank you! And huge thanks to my partners
@dafrankel
@micahjay1
!
📺 This is more like writing a 30-second commercial about your startup
Why is 20% of your equity worth $3-5M? The answer, and that script, should be the backbone of your pitch.
If Hollywood can tease a 2-hour film in 30 seconds, you can tease a 45-minute meeting.
6/11
If capital was the key ingredient to success, no startup would stand a chance against well-funded incumbents.
Yet startups successfully take on incumbents every day with a sliver of the capital.
Don’t use money to close a gap in a race, use it to change the game.
If you've found this example helpful, I encourage you to check out my most recent op-ed at
@TechCrunch
making the case for why confidence, not capital, should drive acceleration at startups.
/End
For those that requested I post in a single tweet instead of 56:
The Two Laws Of Startup Physics
Fifteen years into my venture capital career, I’ve come to believe there are two undeniable laws of startup physics:
Capital compounds both positive and negative formulas.
All
“I don’t see who would acquire this startup.”
I’ve heard this excuse from VCs explaining a decision to pass on investing in an atypical market. It’s usually a diplomatic way to express a deeper concern about a business, and it’s often a mistake. Here’s why:
/1
I never thought the VC industry had much in common with day-trading, but as VCs sit in our home offices, are expected to make instant decisions, driven by FOMO, and behave more and more transactionally; VC and day-trading are starting to look quite similar.
🐳 Start with a splash
Launch right into the biggest statement you can make about your company's impact in the future.
The message from the outset should be “If we do our job right, we will completely change the way...!”
7/11
Happy 111th Birthday to my Grandfather, George Feldman. The second oldest man in the US, 5th in the world and 94th oldest man in recorded history. You’re an inspiration to us. We love you!
Those who suggest that startups should only hire A players are grade inflators. They’re calling B players A players. The actual A players are too rare for this to be a practical hiring plan.
Look for 10X engineers but don't pin your startup's fate on them.
One argument I hear in favor of big $$$ fundraising is that it will help in recruiting. It’s a logical enough belief but mistaken. It assumes there’s a linear relationship between the amount of funding raised and caliber of recruits. 1/16
The biggest barrier to scale at a startup isn’t capital, it’s time & attention to design and run experiments testing the core tenets of the business.
Even doubling the burn rate, this founder had enough capital to operate for two years. Where would they spend the new money?
/3
Over my past 10 yrs in VC, very few founders have sent updates after seed rounds that included something like "due to minimal burn, we currently have 4 years of cash."
@howietl
lives and breathes a GO SLOW TO GO FAST mindset
#proudinvestor
Founders need to be ambitious and there’s nothing wrong with “going big,” but this mindset can lead to bad decisions and negative consequences at the early stage.
/1
founders: It takes the same amount of time to build a small, medium or large business
-- you will spend 100 hours a week building a great bed & breakfast
-- you will spend 100 hours a week building a chain of them
-- you will spend 100 hours a week building
@airbnb
go big!
It's hard to digest lots of content. Narratives are much easier to digest & simple narratives more so than complicated ones. What are the handful of things you really want the investor to remember?
If you tell the story well, they'll dig-in to more of the complexity later.
2/11
A startup founder's personal board of directors should include:
🔬 A peer who can provide a sanity check
🔭 A founder who is ~2 funding stages beyond you
🛰️ A mentor who provides a longitudinal assessment
via
@dafrankel
It doesn't matter whether a startup's burn rate is $10K/month or $10M/month; if their burn rates are higher than their investor's enthusiasm, they'll die.
And the baseline enthusiasm of most VCs has been dampened by this market correction.
Prepare accordingly.
I'm excited to announce the arrival of Founder Collective V. Despite the many changes around us over the past decade, we've never had more conviction around doing what we do best -- staying small, being aligned to founders and seed & only seed.
Startups aren’t just ideas. They’re not destined to be born. They’re not fated to turn out the way they have.
They happen because entrepreneurs *make* them happen.
Successful startups are made, not born.
/5
Starting work on our quarterly valuations right now. Very challenging. Never has previous round valuations felt more stale and inconsistent with the current market.
🎨 Paint a picture with words
Specific > Generic, every time.
Instead of a slide title that says “Team,” you could write, “We’ve worked together for 5+ years at Uber and introduced ____ together”
Repeat for every slide.
8/11
Until you have built an engine that can reliably turn a $1 into $2, or in this case, $1M/month invested into $2M/month returned, don’t meaningfully scale your burn rate.
/6
Every founder should have a “forwardable” email template that includes:
📝 A 1–2 paragraph teaser about your startup
✅ 5–10 bullets about your company: traction numbers, press clips, notable milestones
📁 Deck/Docsend link
Have it ready for fundraising, recruiting, PR, etc.
Stop assuming worst case is a down round.
External down rounds don't really exist for seed-stage startups, and in most cases, for companies with <$5M in revenue.
Nearly all VCs would prefer to fund something new with more potential and fewer headaches.
VCs won’t let you spend the money over five years!
With $25M, you’ll be pressured to spend on questionable growth strategies whether the engine works well or not. Monthly burn will go from $200K to >$1M. Despite best intentions, you won’t buy time, you’ll just spend faster.
/8
Any founder who has been lucky enough to be funded by
@dafrankel
knows how good he is at identifying opportunities and supporting founders. But CPNG & OLO IPOs within a week, that's just epic VC performance!
🥇💰 On The Perils of Pricing to Perfection 💰🥇
These days I find myself talking with our founders often about the perils of pricing to perfection:
Founders need to balance the desire to optimize in the short-term against potential long-term fundraising complications.
/1
This isn’t easy. In a 16:9 slide format, with 28 point title font, you can only fit in ~15 words or ~75 characters per slide. You likely won’t use more than 300 words! Use a subtitle if needed, but brevity is important. The story needs to be crisp.
10/11
In this unicorn-obsessed era, the lack of appreciation for any exit under a billion dollars is a failure of vision at best, and unfortunate cynicism at worst.
A company’s burn rate over time does more to determine its dilution than the valuation it negotiates at a financing event. And nothing increases burn rate faster than easy capital that comes with an outsized valuation.
/9
Strong companies are not built by people who hope to get rich quickly, but by people who are motivated by creating something of value and executing an exciting vision for the future.
We recommend companies explain stock options in the context of the “preferred equivalent value” of the startup at its current valuation. For instance, “Investors most recently would have paid $100K to purchase these shares and they invested hoping for multiples in return.”
/6
Amazon wasn't the first company to sell goods online
Google didn't invent search
Airtable wasn't the first cloud-based database
Pick a successful company, and you can almost always point to the sad story of a failed predecessor that had the same core idea.
Execution > Ideas
Prepare for rejection. A lot of it. A promising startup will get 17 or 18 “no’s” for every “yes.” These brush-offs often have less to do with the startup in question than idiosyncratic context or concerns for each VC. Still, it stings. Don’t get demoralized.
/2
Money will solve surprisingly few of your problems.
Money is not what’s keeping you from finding a unique way to reach your customers.
You can pilot most channels with a few thousand dollars, and when your fundamentals work, money becomes very easy to raise.
I recently tweeted that when pitching:
“Launch right into the biggest statement you can make about your company's impact in the future.”
A few more thoughts on pitching the big idea:
1/13
When getting ready to pitch VCs, founders often jump right into assembling a slide deck.
I think this is a mistake.
I’d suggest that you start by writing twenty headlines that sum up your startup, and only then build the slides.
Here’s why:
1/11
I believe
@Whoop
is building a generational brand in Boston. They're hiring for 70+ positions across the company. Join
@willahmed
/
@johncapodilupo
on an incredible journey.
A fringe benefit is an incredible view from their new offices.
1/
@foxnews
has become little more than a propaganda machine for a President who thinks daily lies to the American people are acceptable & white nationalists are “fine people.” He's been fanning the flames of their hate & collaborating with
@foxnews
as the megaphone
#boycotthate
True Dilution = Burn Rate - Accretion of Value
My new post on
@TechCrunch
exploring how dilution is so misunderstood by the startup ecosystem. Let me know what you think.
I understand bars were packed last night in Boston.
@MassGovernor
you’ve been too slow responding here. Perhaps unpopular but you need to take action immediately. Please close all bars and seating service at restaurants now!
📦 Prep an intro package
Write a “forwardable” email that includes:
+ A 1-2 paragraph teaser about your startup
+ 5-10 bullet points about your company: traction numbers, press clips, notable milestones
+ A deck/Docsend link
/10
VC write checks when they feel like your startup presents an excellent opportunity to return multiples on capital.
Startups rarely look less likely to return to investors than when they are about to run out of money.
Running out of money isn't a fundraising milestone.
🖼️ Add images last
Only start adding images to your deck after you’ve got the twenty or so slide headlines in order. Graphics are a crutch. They should only be there to support each headline.
Ideally, there are no other words beyond the headline.
9/11
There are a million nuances and edge cases, and no tweetstorm can come close to preparing you for the exhaustion of fundraising. That’s why it’s important to have aligned VCs and to prepare as you would for any other endurance event.
/25/End
#CollectiveWisdom
The sensational focus on Theranos steals focus from a group of landmark women entrepreneurs and wastes an opportunity to inspire the next gen with heroic tales. My colleague
@josephflaherty
shares stories of five female founders who built $1B companies.
“Why now?” misses great startups:
💬 Slack was dismissed for being a more polished ICQ
🎦 Zoom was the 137th video conferencing tool
💊 PillPack was founded in 2013, but arguably viable in 2003
🛏️ Airbnb commercialized a behavior that Craigslist pioneered a decade before
/3
👉 Fixate on leads
This is very important: Don’t set up meetings with firms that don’t lead rounds. If you find a lead, you’ll have no trouble filling out a round. Conversely, a lot of lukewarm interest and no lead makes a deal seem weak and process seem endless.
/7
Ben - so sorry for everything you've been going through. Sending prayers to you and Grace. The lack of empathy from those you trusted is painful to hear.
@BoltVC
is taking a terrible loss. So disheartening that your partners don't understand that.
To summarize, your pitch will seem inevitable if you can:
✅ Frame a narrative that makes a market shift feel inevitable
✅ Produce data to support the counter-intuitive part of your thesis
✅ Demonstrate that you're the person destined to make that change happen.
/End
At the early stages of a startup, your financial model is likely to be laughably inaccurate. That said, even an inaccurate model can reveal many useful insights about a startup. Great insights via
@micahjay1
:
Very important for all the people tempted to normalize Trump or say “he wasn’t really so bad” to consider this. He’s dangerous - Has no compass and is willing to do anything that serves his personal agenda. That’s why most of those closest to him don’t support him this time.
🙏 Acknowledge feedback: One of the most powerful moves is to acknowledge feedback & address it in real-time. There should be a lot of sentences like:
“In most cases that’s right, but here’s how this is different…”
“I too was surprised at first, but then...:”
/7
"Startups are bought, not sold" is one of the biggest value-destroying myths in VC.
Founders can and should lay the groundwork for a sale years in advance by proactively reaching out to and meeting with potential acquirers. Don't wait to be "discovered" by corporate M&A teams.
VCs get excited about products and markets.
Founder stories certainly move the dial.
Big picture: investors want to back startups that feel *inevitable.*
More than any fact, they’re swayed by this feeling.
/2
It’s said, “there’s nothing more powerful than an idea whose time has come,” but ideas are wildly overrated and pretty much worthless until there’s an entrepreneur with the capability and will to endure the challenge of proving an idea’s worth.
/end
Our partnership
@fcollective
just agreed to move money back into SVB. SVB is a pillar of the tech ecosystem, and we want to see it continue and thrive again. Those who feel the same should consider joining us knowing the bank is stable and fully backed by
@FDICgov
.
I’m sure there are plenty of VCs that would criticize this as “small ball” advice, but I can point to ~$80B in recent exit value that demonstrates that putting off big capital raises isn’t a bad idea. Take your time to build a cash-generating engine and go slow to go fast.
/13