2. Sequoia-deck framework
Purpose
Problem Solution
Why now? Market
Product Business
model
Competition
Team Financials
Why us? What we’re
looking for
The deal
3. = 3 stories (+ the deal)
Sequoia
deck
founder story
market story
company story
↳
4. Founder story
Purpose
Solution
Why now? Market
Product Business
model
Team Financials
Why us? What we’re
looking for
The deal
Problem
Competition
5. Market story
Purpose
Solution
Why now? Market Competition
Product Business
model
Team Financials
Why us? What we’re
looking for
The deal
Problem
6. Company story
Purpose
Solution
Why now? Market
Product Business
model
Team Financials
Why us? What we’re
looking for
The deal
Problem
Competition
7. The deal
Purpose
Solution
Why now? Market
Product Business
model
Team Financials
Why us? What we’re
looking for
The deal
Problem
Competition
10. Market
!
• Stage
• Typical customer
• Channels
Top-down
TAM
Bottom-up
SAM
SOM
Market story
11. Market Stage
2,5% 13,5% 34% 34% 16%
www.hekovnik.com | Source: Joe Betts-LaCroix This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
Market story
12. Empathy Map
THINK and FEEL?
HEAR? SEE?
SAY and DO ?
PAIN GAIN
1. What does she see?
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2. What does she hear?
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3. What does she really
think and feel?
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(which she might not say
publicly)
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4. What does she say
and do?
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‡Pay particular attention
to potential conflicts
between what a
customer might say and
what she may truly
think and feel.
5. What is her pain?
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6. What does she hope
to gain?
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www.hekovnik.com | Source: www.businessmodelgeneration.com This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
Market story
13. Market map - problem
problems
segments
problem no. 1 problem no. 2 problem no. 3 problem no. 4 problem no. n
segment name no. 1 specificities and aspects
barrier
level
pain
level
segment name no. 2
segment name no. 3
www.hekovnik.com | Source: Hekovnik This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
Market story
14. The Five Levels of Selling Points
Core Value Proposition
Unique Selling Proposition
Benefits
Features
Problems
www.hekovnik.com | Source: Hekovnik This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
Market story
16. Competitive position
Competitive
differentiation 2
Competitive
differentiation 1
Competitive
differentiation 1
Competitive
differentiation 2
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Market story
19. Business model
• Revenue model
• Pricing
• Customer Acquisition Cost
• Average account size and/or lifetime value
• Sales distribution model
• Customer/pipeline list
Company story
20. Team
• Founders Management
• Board of Directors/Board of Advisors
• Missing pieces
Company story
