Hello, everyone. This is Alejandro Cremades, and today we’re going to be talking about
what is the marketing strategy in a pitch deck? Before we get started, make sure that
you hit that subscribe button and this way, you will never miss out on any of the videos
that we roll out every week. In today’s video, we’re going to be breaking
down for you the marketing strategy in a pitch deck because ultimately, it’s a make it
or break it. Anyone, even a monkey, can raise money to dump it on ads here and there. So
you need to be very thoughtful and very detail-oriented. In today’s video, we’re going to be breaking
it down for you and give you all those insights, so let’s get into it.
The importance of the advertising strategy in your pitch deck is actually more important
than what you think because what you’re doing is giving the idea to the investor that
you have a clear understanding of your customer. If you know your customer inside and out,
you’re going to know where they hang, how you’re putting the ad in front of them,
and what the platform is that you’re using – maybe it’s Instagram Stories, or Facebook,
or LinkedIn, or Google, or whatever that it. What you want to do is give the investor a
sense that you’ve done your homework, that you’ve done enough analysis, and that you’ve
crunched enough data to really understand how you get in front of those people and in
a very effective way to close them as customers. That’s ultimately going to impact the budget
and how much it’s costing you to acquire a customer that is coming to buy your product
or your service. The problem is very important here, and it’s
critical to position this in a way in which you’re combining it with the solution, and
the storytelling side of it is coming across very powerfully. That’s why you’re not
just focusing on the marketing strategy for just one single slide. You’re literally
baking that problem with a combination of the solution all the way starting from the
cover slide. On the cover slide, to a certain degree, you’re
already jumping into action; you’re showcasing a powerful visual where you’re giving an
idea of what you’re resolving, what you’re tackling. It’s not about one single slide
when it comes to that marketing approach. It’s really combining the marketing, the
sales, also in parallel with the problem and solution, and that’s part of the flow and
the structure that you’re baking in your own presentation.
The solution is just like we just talked about in the problem. The thing is that the marketing
and the strategy can also be baked into the product itself. There are some products that
have the viral effects going on or the network effects going on, the flywheel approach, where
one person comes in. That person that comes in refers a few more that are coming in too.
The marketing strategy is also baked into the product, which is ultimately the solution.
At the end of the day, if you have a great solution, a great product, or a great service,
the word of mouth is going to help to grow even faster because if someone likes what
you’re doing, guess what? They’re going to tell their friends; they’re going to
tell their family. That product, that solution is also part of having that organic essence,
that organic distribution that your product is going to help to push to get others to
come in. The market size is also going to be an interesting
slide where you’re baking that marketing strategy in because you need to understand:
who are you targeting? How big is that pool of people that you’re targeting? Where are
they? How much money – how much, in the billions, is this market, and how you’re
planning on targeting that slowly? This is also going to be part of how you’re tackling
the marketing strategy, which is, as we said, not just focusing the marketing strategy in
one single slide but slowly baking it into the whole flow and structure.
That’s why you’re going to be putting it on the cover slide; that’s why you’re
going to be putting it on the market size. The market size is going to allow the investor
to understand how big in returns they may be able to get on their money. That’s why
you’re never going to go after markets that are under $1 billion because then, it’s
not going to justify the risk that the investor is taking for placing an investment in your
business. The target customers are super important when
it comes to the marketing strategy because you want to break it down for the investor.
Who are these people? What are their ages? Where do they hang out? What are their interests?
What are their hobbies? These are some of the things that are going to help you understand
how you can use ads and be even more targeted to get in front of your potential customers.
From numerous occasions, I have case studies and examples of entrepreneurs that have gone
into an office of an investor. They sat down. They were doing the presentation. The investor
was probably on their phone, with their feet up on the table, whatever that was. And then,
all of a sudden, they started talking about the customer. They started breaking down what
was the profit of that customer. Then, you can see how the investor slowly get more into
it. They put down the phone. They get into the presentation. They ask questions. That’s
why knowing and being able to break down your customers inside and out is going to not only
help you in captivating the interest from the investor but then also for you to get
clear as to how you’re getting out there and making it happen in a very effective and
fast way. The traction slide is going to validate your
marketing strategy efforts. Here, you’re going to be throwing some numbers. It could
be about the revenue; it could be about the number of customers that you’re onboarding;
it could be about the retention of those customers that are coming in, and retention is absolutely
everything, let me tell you. So the traction slide is really going to validate and confirm
the essence of that marketing strategy. Part of the marketing strategy also means
the team. On the team slide, you want to put that you may have like a CMO, a Chief Marketing
Officer, or that you or team members have been in your space for some time, that they
understand it, that they understand the customers, that they understand some of the channels
where you’re going to be marketing to get in front of the right people. And maybe that
you have access to relationships that can open up doors to distribution, for business
development deals, for partnerships. It’s all about business, not about what you know.
It’s about who you know. So having those networks are going to give that sense to the
investor that you are going to be in a position to activate the marketing strategy in a more
powerful way. It’s important not to forget about the business
model because, just as we’ve said that on the product, the marketing strategy is going
to be baked in. The business model needs to make sense. I remember, for example, how PayPal
was giving $10 per person for opening an account, back then when they were starting. That was
a great marketing strategy, but that made sense on the amount of money that they were
able to recoup or to make from every customer that they would give those $10 at the beginning.
So you want to understand what is essentially the money that you’re going to be putting
out, and what is the money that you’re going to be getting in from those efforts as a return
on such investment? Then, part of the ask is going to be the money
that you’re going to be raising for marketing. Perhaps you already have the product; you
already have the team. Now it’s time to scale and expand. You want to talk about advertising,
marketing, a team for sales, and whatever that is, that it’s going to get and combine
those marketing strategy efforts – you want to put them on the ask, the user processes,
how much are you raising, and where are you going to be allocating that money?
We would love to hear what you think on the comment section below and what you’re up
to in terms of marketing strategy. Hit a Like on the video, and subscribe to the channel
so that you don’t miss out on all the videos that we’re rolling out every week. Then,
also, if you’re raising money, feel free to shoot me a note at alejandro@pantheraadvisors.com.
We’d love to help out. Thank you so much for watching.