Bridging the Funding Gap: A Comprehensive Guide to Pitch Deck Creation for African Web3 Entrepreneurs and Teams
The dawn of the Web3 era has opened a multitude of opportunities for entrepreneurs worldwide, and Africa is no exception. This digital revolution, built upon the foundation of blockchain and decentralization, promises an ecosystem where interactions, transactions, and data sharing are secure, transparent, and equitable. By eliminating intermediaries and returning control to the users, Web3 has the potential to democratize the digital space in unprecedented ways.
For African startups, this is a chance to leapfrog traditional technological constraints and directly step into a future powered by blockchain. With its inherent characteristics of transparency and security, Web3 offers a pathway to tackle many of the continent’s complex challenges — from establishing trusted supply chains and facilitating secure transactions to fostering financial inclusion and creating efficient public services. The possibilities are vast and the potential for impact is immense.
As the African tech ecosystem enters this exciting new phase, one of the critical aspects that can catalyze growth is access to funding. Unfortunately, this is often a major challenge for many African startups. Despite the continent’s significant entrepreneurial talent and the abundant opportunities present, the path to securing venture capital often remains elusive. This is where an effective pitch deck can make all the difference.
Having served as a deal sourcing executive at Adaverse, an Emurgo Africa-Cardano-powered venture capital firm committed to nurturing African tech startups, I have been at the frontline of this transformation. However, a recurring observation has been that many founders lack a basic understanding of how to create a compelling pitch deck. The difference between an idea that gets funded and one that doesn’t often come down to the effectiveness of its presentation. A well-structured and persuasive pitch deck can significantly increase a startup’s chances of securing the much-needed investment.
In this article, we aim to bridge this knowledge gap. Leveraging insights from my experience reviewing countless pitch decks, we will explore the key elements that make up an effective pitch deck. We will also delve into the common mistakes that entrepreneurs make while creating pitch decks and how to avoid them. By the end of this article, we hope to equip African Web3 entrepreneurs with the tools and understanding needed to create a compelling investor-styled pitch deck that has a high chance of securing funding. The journey towards a Web3-powered Africa is just beginning, and every entrepreneur deserves to be a part of it.
Addressing Common Pitfalls in Pitch Decks
Pitch decks serve a vital role in introducing your startup to potential investors. However, creating an impactful pitch deck is an art that requires a keen understanding of what investors look for and a careful presentation of your startup’s vision, value proposition, and business model. In my experience, several common mistakes often recur in pitch decks, potentially turning away investors.
Let’s delve into these pitfalls and explore how to sidestep them:
1. Mistaking a Pitch Deck for a Business Plan
Perhaps one of the most common errors is confusing a pitch deck with a business plan. While both documents are essential in a startup’s journey, they serve different purposes and audiences. A business plan is a comprehensive document that delves deep into your business idea, strategies, market analysis, financial planning, and more. On the other hand, a pitch deck is a concise, engaging presentation that highlights the most compelling aspects of your startup to pique an investor’s interest.
To avoid this pitfall, focus your pitch deck on delivering a compelling narrative about your startup, using simple, persuasive language.
Leave detailed explanations and deep dives for your business plan or for follow-up meetings.
2. Overloading with Information
In the quest to present a comprehensive picture of their business, founders often overload their pitch decks with information. This results in a cluttered, hard-to-follow presentation that can quickly lose an investor’s attention. Remember, your goal is to spark interest and invite further conversation, not to explain every tiny detail about your business.
Make sure your pitch deck is succinct and straightforward. Use clear, simple language, and visual aids where possible, to explain complex ideas.
3. Lack of Clear Value Proposition
Your value proposition is the unique solution that sets you apart from competitors. However, many founders fail to articulate this clearly in their pitch decks. Without a clear value proposition, investors might struggle to understand why your solution is worth investing in.
Ensure your value proposition is front and center in your pitch deck. Make it clear why your solution is unique and how it addresses a significant problem in a way that no other company does.
4. Ignoring the Market
Some pitch decks do a great job of explaining the product or service but neglect to adequately describe the market. Without a clear understanding of the target market, potential market size, and customer needs, investors may question the viability of your business.
Include a section in your pitch deck that clearly defines your target market, presents evidence of market demand, and discusses your strategy to capture a share of this market.
5. Inadequate Team Presentation
The team behind a startup is one of the crucial factors that investors consider. However, many pitch decks fall short of effectively presenting the team. Merely listing names and roles is insufficient; investors want to know why your team is the right one to execute your business idea.
Take the time to highlight the relevant skills, experience, and achievements of your team members. Show how each team member’s unique qualities contribute to the overall success of your startup.
6. Unrealistic Financial Projections
Over-optimistic or baseless financial projections can damage your credibility. While it’s good to show confidence and ambition, investors want to see realistic and data-backed projections.
Ground your financial projections in solid data, informed assumptions, and logical reasoning. Clearly articulate your revenue model and be prepared to justify your projections during the pitch.
To me, creating an effective pitch deck requires a careful balance of storytelling, data presentation, and a clear demonstration of your startup’s potential. By being mindful of these common pitfalls, you can enhance your pitch deck and improve your chances of securing investment.
Understanding the VC Perspective
Venture capitalists are strategic investors who seek high-growth potential startups to invest in, expecting a significant return on their investment in the future. To successfully appeal to VCs, especially those focused on African tech startups such as Adaverse, understanding their perspective is paramount.
Here’s what VCs generally look for when evaluating pitch decks:
1. Problem-Solution Fit
VCs want to see that your startup is addressing a significant, real-world problem with a unique and viable solution. This problem-solution fit is essential. The issue you are addressing needs to be substantial enough to warrant the investment, and your proposed solution must be innovative, realistic, and superior to existing alternatives.
2. Market Size and Growth Potential
VCs invest in startups that can scale and offer substantial returns. Therefore, they are keenly interested in the size and growth potential of your target market. Founders need to show a deep understanding of their market, proving it’s large or fast-growing enough to offer substantial return potential.
3. Business Model
How you plan to make money is of great interest to VCs. Your pitch deck should clearly explain your business model and revenue streams. If you’re a Web3 startup, you might have innovative monetization strategies tied to token economics, NFTs, or blockchain transactions, which should be clearly presented.
4. Competitive Advantage
VCs look for startups that have a defensible competitive advantage. This could be your technology, patents, first-mover advantage, network effects, or partnerships. Whatever it is, ensure it’s clearly articulated in your pitch deck.
The team behind a startup is often considered one of the most critical factors in an investment decision. VCs look for teams that demonstrate a balance of technical expertise, industry knowledge, and business acumen. They also look for teams that show tenacity, adaptability, and passion for their startup.
Evidence that your business is gaining momentum can greatly increase your chances of securing investment. This could be in the form of user statistics, sales, partnerships, or any other indicators that suggest your business is on an upward trajectory.
7. Financial Projections and Funding Needs
Your pitch deck should include financial projections that showcase your startup’s potential profitability and growth. Additionally, be clear about your funding needs and how you plan to use the investment.
For VCs investing in African tech startups, a few more considerations might come into play. They might look for startups that can navigate the unique challenges of the African market, from infrastructure constraints to regulatory issues. They’re also likely to be interested in startups that can tap into Africa’s vast untapped potential, in sectors such as fintech, agritech, healthtech, and more. Furthermore, they may look for startups that can have a significant socio-economic impact and contribute to the development and digital empowerment of the continent.
Finally, when crafting your pitch deck, put yourself in the shoes of a VC. If you were the VC, will you invest in the startup, whose deck is in front of you? Think about what these VCs need to see to be convinced that your startup is a worthy investment. This VC-centric approach can greatly enhance the effectiveness of your pitch deck.
Building a Strong Narrative for Your Web3 Startup
Storytelling holds powerful sway in our lives, and the world of startups and venture capital is no exception. A compelling narrative in your pitch deck can captivate investors, making your startup’s vision, mission, and value proposition come alive. It can weave together disparate elements of your startup into a cohesive whole that resonates emotionally with investors, helping them see the potential impact and value of your business.
For African Web3 startups, there are unique elements of innovation, resilience, and potential that can be woven into a powerful narrative.
Here are two hypothetical examples:
1: Democratizing Finance through Blockchain
Narrative: “In Sub-Saharan Africa, 66% of the population remains unbanked, unable to access the financial services that are a given in other parts of the world. Our startup, FinAccess (fake startup), aims to change this reality. Leveraging the decentralized power of blockchain, we’re building a peer-to-peer lending platform that breaks down the barriers to financial inclusion. Our solution enables unbanked individuals to access loans, save money, and create wealth, all without the need for a traditional bank. Our vision is a world where every African citizen has the financial tools they need to build a prosperous life. Through the power of Web3, we’re making this vision a reality.”
2: Harnessing Blockchain to Secure Land Rights
Narrative: “In many parts of Africa, land disputes are a common issue due to unclear land registries and a lack of transparency in land transactions. Our startup, House.Africa (real startup), uses blockchain technology to address this pressing problem. By creating an immutable, transparent ledger of land transactions, we’re empowering individuals with indisputable proof of their land ownership, resolving disputes, and fostering trust. Our vision is to secure land rights for all, leading to increased investment, productivity, and economic growth in African communities. Through our Web3 solution, we’re transforming the way land transactions are managed in Africa.”
These narratives combine the power of blockchain with a deep understanding of the African context. They encapsulate unique solutions to local problems, underlining the potential for significant social and economic impact. They also underscore the resilience and innovation of African entrepreneurs, who are leveraging cutting-edge technology to address challenges and create value.
As you build your narrative, remember to keep it authentic and grounded in reality. Show your passion, highlight your team’s dedication, and most importantly, make it evident that your startup is more than just a business, but a problem solver. It’s a venture that could potentially transform lives and societies, and deliver significant returns along the way.
That’s the kind of narrative that can win over investors!
Describing Your Web3 Product/ Service in a Compelling Way
Presenting a Web3 product or service in a pitch deck can be challenging, particularly when your audience may not be familiar with the intricacies of blockchain technology. However, with the right approach, you can describe your offering in a compelling and accessible manner. Here are some guidelines to help you do just that:
1. Focus on the Problem and Solution, Not the Technology
While it’s important to mention that your product/service is powered by blockchain, avoid getting too deep into the technical details in your pitch deck. Instead, focus on the problem your product/service solves and how it does so in a unique and effective way. Highlight the advantages of using blockchain without inundating your audience with jargon.
2. Use Simple, Non-Technical Language
When describing your Web3 product/service, use straightforward, non-technical language that anyone can understand. For example, instead of saying “We leverage decentralized finance protocols to facilitate peer-to-peer transactions,” you could say, “We use the latest secure technology to let people send and receive money directly, without the need for a bank.”
3. Use Visuals and Analogies
Visuals can make complex concepts more accessible. Consider using diagrams or infographics to help explain how your product/service works. Similarly, analogies can help make technical aspects more relatable. For example, you might explain blockchain as a type of digital ledger that’s as transparent and hard to alter as a glass book.
4. Highlight the Benefits, Not Features
Rather than focusing on the features of your product/service, highlight the benefits. For instance, instead of saying “Our platform uses smart contracts,” you could say, “With our platform, agreements are automatically enforced, ensuring everyone gets what they’ve agreed to.”
5. Bring It Back to the African Context
Your audience, particularly if they are focused on African investments like Adaverse, will be interested in how your product/service addresses specific African challenges or taps into unique opportunities on the continent. So, always relate your product/service back to the African context. Show how it can make a difference to individuals, communities, or industries in Africa.
For instance, if your startup is developing a blockchain-powered agricultural supply chain solution, you could highlight how this could enhance transparency and fairness in the sector, enable farmers to get better prices for their produce, and assure consumers about the quality and source of their food.
Remember, the goal of your pitch deck is not to educate investors about blockchain but to convince them that your startup has a unique, viable, and scalable solution that can deliver significant returns. Keep your product/service description clear, engaging, and focused on this goal, and you’ll be well on your way to creating a compelling pitch deck.
Demonstrating a Deep Understanding of the African Market
A nuanced understanding of the African market is a key factor that distinguishes successful startups from the rest.
Africa, with its 54 diverse countries and a multitude of cultures, languages, and economic contexts, presents a unique set of opportunities and challenges. Demonstrating a deep understanding of this market can give investors confidence in your startup’s ability to navigate the landscape and achieve success.
Let me give you some tips on how to effectively communicate this understanding in your pitch deck:
Showcase Market Research
Include a slide in your deck that presents your market research findings. Show data on market size, growth rates, customer demographics, consumer behaviors, and trends. This demonstrates that you’ve done your homework and understand the environment in which you’ll be operating.
Highlight Local Insights
Surface the local insights that have informed your business strategy. For example, if you’re launching a mobile money service, you might note that in many parts of Africa, mobile phone penetration far exceeds bank account penetration, making mobile money a highly viable solution. These insights underscore your in-depth understanding of local contexts.
Understand and Articulate the Pain Points
Clearly articulate the problems or pain points that your target customers face. Explain how these issues are unique to the African context, and how your solution addresses them in a way that others do not. This shows investors that your product or service meets a real and significant need.
Acknowledge and Address Challenges
The African market comes with its unique set of challenges, from infrastructure and connectivity issues to regulatory hurdles. Acknowledge these challenges in your pitch deck and discuss how your startup plans to address them. This shows investors that you have a realistic view of the market and are prepared to navigate its complexities.
Demonstrate Local Engagement
Show that you’re not just observing the African market from a distance, but are actively engaging with it. This could be through on-the-ground teams, partnerships with local entities, participation in local events, or any other forms of active engagement.
Finally, underscore how your startup will contribute to the socio-economic development of the African market. Whether it’s job creation, financial inclusion, improved healthcare, or more efficient agriculture, showing that your startup has a positive impact can be a powerful addition to your pitch deck.
Demonstrating a deep understanding of the African market in your pitch deck is not just about showing off your knowledge. It’s about proving to investors that your startup has what it takes to succeed in this unique and exciting landscape.
Presenting Your Business Model and Monetization Strategy
Business models and monetization strategies are key areas that investors focus on when evaluating startups. In the context of Web3, these can be innovative and varied, and they can leverage the unique capabilities of blockchain technology. However, the best business models are not only innovative but also suited to the specific market in which the startup operates. Here’s how you might go about presenting your business model and monetization strategy in your pitch deck, keeping the African context in mind:
Clearly State Your Business Model
Begin by clearly stating your business model. How does your startup create, deliver, and capture value? For instance, you might be developing a blockchain-based platform for peer-to-peer energy trading, creating value by enabling individuals to buy and sell surplus renewable energy directly with each other.
Explain Your Monetization Strategy
Next, explain how your startup plans to generate revenue. There are various monetization strategies used by Web3 startups, such as:
- Transaction Fees: Charging a small fee for each transaction made on your platform. This is a common monetization strategy for blockchain-based financial services.
- Token Economics: If you have a native token, you could generate revenue through its initial sale and subsequent appreciation in value. You could also use token staking or burning mechanisms to drive demand for your token and generate revenue.
- Premium Features or Services: Offering basic services for free but charging for premium features or services. This is often used by blockchain-based software or platform providers.
- Data Monetization: With user consent, anonymized data gathered through your platform could be valuable to researchers, marketers, and others.
Demonstrate the Viability of Your Strategy
Make a compelling case for why your chosen business model and monetization strategy are viable. Use data, research, case studies, or any other evidence that supports your case.
Connect to the African Context
Relate your business model and monetization strategy back to the African context. Explain why they are not only feasible but also effective in your specific target market(s) in Africa. For example, if you’re using a transaction fee model in a digital payment platform, you might mention the high volume of mobile transactions in Nigeria to demonstrate potential revenue.
Include projections of your future revenue, based on reasonable assumptions. Make sure these projections align with your stated business model and monetization strategy.
Address Potential Risks
Finally, acknowledge and address potential risks associated with your business model and monetization strategy. This shows investors that you have a realistic view of your startup’s prospects and have plans in place to mitigate these risks.
Remember, investors are looking for startups that not only have innovative solutions but also a clear path to profitability. A well-articulated business model and monetization strategy can go a long way in convincing them that your startup fits this bill.
Showcasing Your Team and Traction
The founding team behind a startup often plays a critical role in determining whether it succeeds or fails. As such, investors place significant weight on the team’s expertise, background, and commitment. In addition, demonstrating traction or early signs of success can help prove the viability of your startup’s concept. Here’s how to effectively present these elements in your pitch deck:
1. Highlighting Your Team’s Expertise
Start by showcasing each team member’s qualifications, skills, and relevant experience. Don’t just list their past jobs or degrees; instead, focus on what each person brings to the table and how it contributes to the success of your startup. Also, don’t forget to highlight any industry connections or networks that could be advantageous to your business.
If any of your team members have had prior entrepreneurial experience or have worked in a similar industry, this can help boost investors’ confidence. And if your team members have technical expertise in blockchain and Web3 technologies, be sure to highlight that as well, as it’s crucial to your startup’s success.
2. Demonstrating Your Team’s Commitment
Investors want to see that the founding team is fully committed to the project. Indicate the team’s level of involvement in the startup and any personal investments they’ve made into the business. If your team members have given up lucrative careers or have been working on this project for a long time, it can demonstrate a high level of commitment and passion.
3. Showcasing Traction
In terms of traction, this can include a variety of indicators, such as user engagement statistics, growth rates, revenue figures, and key performance indicators (KPIs). Be sure to provide concrete numbers and, if possible, show growth over time.
4. Highlighting Partnerships and Alliances
In the African market, partnerships can be key to gaining market access and achieving growth. If you have established partnerships or alliances, particularly with well-known or influential entities, be sure to highlight them. This can be local partners helping you navigate the regulatory landscape, or international partners giving you access to wider resources and networks.
The team behind your startup and the traction you’ve gained so far can speak volumes about your startup’s potential. By effectively showcasing these aspects, you can inspire confidence in your investors and set your pitch deck apart from the rest.
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It’s available here: https://bit.ly/3MvSElg
The Importance of Financial Projections and Funding Requests
The financial health and sustainability of your startup is of paramount interest to investors. It’s essential to present realistic financial projections that highlight your understanding of revenue streams, expenditures, and the scalability of your business. At the same time, articulating a clear funding request gives investors a sense of your financial acumen and strategy for growth. Here’s how to navigate these aspects:
First, Develop Realistic Financial Projections
Investors understand that financial projections for early-stage startups involve a degree of uncertainty. However, they expect these forecasts to be grounded in reasonable assumptions and solid market research.
Your financial projections should include an income statement, balance sheet, and cash flow statement for at least three years. Additionally, you should present key financial metrics like gross margin, customer acquisition costs, lifetime value of a customer, burn rate, and runway.
In case you do not fully understand these metrics, I will take the pain to explain them briefly;
Gross Margin: This is a company’s total sales revenue minus its cost of goods sold (COGS), divided by the total sales revenue, expressed as a percentage. The gross margin represents the percent of total sales revenue that the company retains after incurring the direct costs associated with producing the goods and services it sells. It’s a key profitability metric, showing how efficiently a company uses its resources.
Customer Acquisition Cost (CAC): This is the cost associated with convincing a customer to buy a product/service. It includes costs like marketing and sales expenses, and it’s typically divided by the number of customers acquired during a given period to calculate the cost for each new customer. Lower CAC is generally better, but it’s essential to balance it with customer lifetime value.
Lifetime Value of a Customer (LTV or CLTV): This is a prediction of the net profit attributed to the entire future relationship with a customer. It’s often used in conjunction with CAC to ensure that the cost of acquiring a customer doesn’t exceed the value that customer brings to the business over time. Higher LTV is generally better, showing that a customer generates more revenue than it cost to acquire them.
Burn Rate: This is the rate at which a company is losing money. It’s typically quoted as a monthly rate (though it could also be weekly or daily). Burn rate is particularly crucial for startups, as it helps determine how long the company can continue before running out of money. A lower burn rate is usually better, showing that the company is more efficient with its use of capital.
Runway: This refers to the amount of time a company has left before it runs out of money, given its current burn rate. It’s usually measured in months. The longer the runway, the more time a company has to become profitable or secure additional funding.
These are fundamental metrics for any startup, regardless of industry or region. By understanding these metrics and monitoring them regularly, startups can maintain financial health and make informed decisions.
Remember, the purpose of financial projections is not just to show potential profitability but also to demonstrate that you understand your business model and can anticipate the financial dynamics of your startup.
Next, Articulate a Clear Funding Request
Clearly state how much funding you are seeking and what you plan to do with the capital. Break down the proposed use of funds into categories like product development, marketing, hiring, and operational expenses. Be as detailed as possible, showing investors that you’ve thought carefully about your needs.
Connect the amount of funding you’re requesting to specific milestones or goals. For instance, if you’re seeking $500,000, explain how this will help your startup, such as achieving a certain number of users, expanding into new markets, or developing additional features for your product.
Then Present a Valuation (If Appropriate)
If your startup has already raised some funding or generated significant revenue, you might include a startup valuation. Be prepared to justify this valuation with evidence. However, for very early-stage startups, a valuation may not be appropriate or necessary.
Discuss Exit Strategy
While it might seem premature, investors will want to know your long-term plans. Whether it’s an initial public offering (IPO), acquisition, or merger, discussing potential exit strategies assures investors that you’re thinking about their return on investment.
The financial projections and funding request sections of your pitch deck are not just about showcasing numbers. They’re about demonstrating your understanding of your business, your market, and your path to profitability and growth. By approaching these sections thoughtfully, you can help instill confidence in potential investors.
The Future is Web3: A Call to Action for African Entrepreneurs
The advent of Web3 is transforming the global economic and innovation landscape, and there’s a pressing need for African entrepreneurs to seize this burgeoning opportunity. The potential to solve regional problems, enhance economic development, and create a decentralized, inclusive digital economy across the length and breadth of Africa is immense.
As African entrepreneurs, irrespective of your location; Nigeria, Kenya, Uganda, Ghana, Rwanda, South Africa, Sudan, Mali, etc., it’s time to embrace the potential of blockchain and other Web3 technologies. Blockchain-powered Web3 technologies have the capacity to reinvent industries — from finance, agriculture, and healthcare, to governance, education, and beyond. It brings about transparent, secure, and democratized systems that can drive significant socio-economic advancements across the continent.
This is a clarion call!
We know that navigating this new frontier comes with its challenges: technical complexities, regulatory uncertainties, funding, and resource constraints. However, you are not alone in this journey. Adaverse and Emurgo Africa are here to help.
At Adaverse specifically, we are deeply committed to the success of African Web3 startups, and I’m leading the Ngeria ecosystem. We understand the unique challenges and opportunities that come with launching a startup in the African context. Our mission is to empower and equip you with the necessary resources, mentorship, and capital to help you realize your visions.
\We have launched our Accelerator programs and you should consider joining also.
Beyond Adaverse, there’s a growing ecosystem of support for African Web3 entrepreneurs. From local blockchain communities and hackathons to incubation programs and policy advocacy groups, you have access to a wealth of resources to aid your startup journey.
The potential for Africa in the Web3 era is monumental. Let’s create a new digital economy that’s truly by Africa, for Africa. Let’s together usher in an era of homegrown innovation that speaks directly to our unique experiences, opportunities, and aspirations.
Remember, the future is not something that happens to us. It’s something we create. Let’s create that future with Web3.
Thanks for reading.
Don’t forget my inbox is always open on all social media channels as @chimeziechuta
Other slides I created for African Web3 Startups include:
About Chuta Chimezie
Chimezie Chuta is a renowned blockchain and fintech expert based in Nigeria. He is a NODO Partner, an Advisory Board Member at Bantu Blockchain Foundation and House Africa projects and a representative Advisory Board member for West Africa at Kinesis.Money and Ecosystem Head at Adaverse. Chuta is the Founder/ Coordinator of the Blockchain Nigeria User Group (BNUG) and the Vice Chairman of the Blockchain Industry Coordinating Committee of Nigeria (BICCoN). He is also the CEO of Techbuild Innovation Partners and Lagos Drupal Varsity.
Chuta has authored several books on blockchain and digital currency, and he has worked with several Nigerian policy and regulatory agencies as a trainer and resource consultant. He is a sought-after speaker and commentator on technology and innovation, and he has spoken at several conferences and media outlets globally.
Chuta is helping to convene the upcoming Decentralized Intelligence Summit 2023, to be held at the Civic Center Main Hall along Ozumba Mbadiwe Street, Victoria Island Lagos, Nigeria. Date: 25–26 August 2023.
Register to attend now and mint the special NFT tickets to gain some exclusive access during the conference.