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SAFE Notes: A Guide for Startups

Venture Capital & Funding
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min reaD
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Jan 20, 2025

Raising seed capital can be a significant hurdle for the founders of a new technology company. The Simple Agreement for Future Equity, or SAFE note, offers a straightforward path to funding, standing as an alternative to traditional financing methods or a convertible note.

This article explores SAFE notes, how they function, their key differences from convertible notes, and why they might be a great option for your tech startup.

What Is a SAFE Note?

The SAFE note was first introduced by Y Combinator in 2013 to simplify the funding process for early-stage startups.

Unlike traditional funding methods, SAFE notes eliminate the need to value the business. This is particularly beneficial for entrepreneurs who may not be able to justify a short-term valuation to investors when the company has not yet found product-market fit.

SAFE notes also remove other complexities, such as interest rates, maturity dates, and loan obligations that come with convertible debt. Investors provide capital or services upfront in exchange for future equity in a startup, typically at a discount. The transfer of equity takes place only if a conversion event occurs in the future, such as a financing round of at least $1m, helping to avoid early equity dilution.

How Do SAFE Notes Work?

SAFE notes are designed to streamline the way early-stage startups engage with investors.

Here's a breakdown of how they work:

Initial Investment

Investors provide startups with capital or services upfront, but instead of receiving immediate shares in the company, they receive a promise of future equity. This is where the "simple" in SAFE note comes into play, as it cuts through the complexities of traditional investment terms.

Trigger Event

The note converts into equity only if a defined trigger event, also known as a conversion event, occurs. This event could be the startup's next priced equity round, an IPO (Initial Public Offering), a liquidation event, or another significant event. The conversion is based on a simple set of predefined conditions that aim to benefit the investor, acknowledging the early investor’s support with favourable terms.

Valuation Cap & Discount Rate

These are the two critical elements that dictate the conversion terms.

Valuation Cap

The valuation cap sets a maximum valuation at which a SAFE converts into equity, ensuring they receive a fair share of the company relative to their early investment, even if its valuation skyrockets.

Usually it will be set at the expected valuation at the time of the next trigger event. For example, if you believe you are likely to raise capital for your Series A round at a $20m valuation in 12 months, $20m might become your valuation cap.

Discount Rate

The discount rate is another mechanism that aims to provide investors with equity at a lower price than that offered to investors in the next round of financing. Again, this serves as a reward for the SAFE note holder’s early investment risk.

The most common discount rate used by startup companies in Australia and New Zealand is 20%. However this varies depending on factors such as founder experience, the industry, and whether the trigger event is expected to happen very soon or if it’s unlikely to happen for a long time.

Transfer of Equity

When a trigger event occurs, the notes convert into preferred stock or common stock depending on what was agreed. The conversion price favours the investor by converting at the more advantageous option between the valuation cap and the discount rate outlined in the SAFE agreement.

Benefits of SAFE Notes

There are several founder-friendly reasons SAFE notes make sense for early-stage startups, particularly those who have yet to establish a pre-money valuation, and their investors.

Benefits for Startups

Flexibility

Capital raising through SAFE notes offers the flexibility to secure capital without setting a pre-money valuation, streamlining the fundraising process.

Speed

SAFE notes enable faster closing of funding rounds. This speed allows startups to secure capital when needed quickly and helps new investors join your cap table efficiently.

Simplicity

With fewer complexities than convertible notes, SAFE notes reduce paperwork and legal fees.

Growth Focus

With no interest or maturity dates, startups can concentrate on scaling their business without the burden of debt repayment.

Solvency

Depending on the terms, SAFE notes are typically treated as equity on the balance sheet, rather than debt, thus removing their impact on the balance sheet solvency test.

Benefits for Investors

Early Access to Investment Opportunities

SAFE notes offer investors a chance to back startups early, by simplifying the process of making an investment.

Potential for High Returns

Given the discounted equity and potential for significant valuation increases, investors can achieve high returns on their initial investment if the startup performs well.

Alignment with Startup

The conversion of SAFE notes into equity links investors' success with the startup's growth. Pro rata rights also allow investors to keep investing in later rounds, fostering a partnership-focused approach.

Discounted Equity

Investors might benefit from a discount rate on future equity, enhancing potential returns as the company's valuation increases.

Disadvantages of SAFE Notes

SAFE notes present unique benefits to both founders and investors. However, they also carry specific limitations that founders and SAFE investors should seek professional legal and financial advice to understand fully.

Disadvantages for Startups

Equity Control

Using SAFE notes might result in unexpected equity dilution, reducing founders' ownership stake in their business.

Investor Misalignment

Differences in company valuation and equity conversion expectations can emerge, leading to potential conflicts between founders and investors.

Future Fundraising Complexity

Managing several different SAFE notes with varied terms can complicate later funding rounds.

Disadvantages for Investors

Ownership Dilution

Conversion of SAFE notes into equity can dilute an investor's stake, especially with subsequent fundraising rounds.

Valuation Cap Challenges

Valuation caps might not accurately reflect the startup's potential value, especially if its valuation significantly increases.

Indefinite Returns

With maturity dates, the timeline for realising returns on SAFE notes is predictable, which can complicate investment strategies.

Equity Dilution

Converting SAFE notes into company equity can dilute the existing capitalisation table, potentially deterring some investors.

SAFE vs. Convertible Notes

SAFE and convertible notes are both popular methods used by early-stage startups looking to raise pre seed or seed capital from investors. While similar, there are some critical differences in their structure and terms.

SAFE Notes

  • Equity-like instruments; no valuation is required.
  • Simple and flexible; ideal for fast cost-effective fundraising.
  • Convert into equity during future financing.
  • No interest or maturity dates, minimising direct financial pressure.

Convertible Notes

  • Convertible notes work as debt instruments that convert to equity later.
  • Convertible securities are generally more complex, with potentially higher legal costs.
  • Have interest rates and maturity dates, increasing structure.
  • Offer more protections to investors, like liquidation preferences.

How to Issue a SAFE Note: Step-by-Step Guide

1. Consult Legal Advisors

Imagine your Fintech startup (structured as an LLC) is looking to raise $100,000 Pre seed funding. Although not always necessary, you should ideally consult a law firm that specialises in startup finances and understands the nuances of your industry. They'll help you kick off the SAFE note issuance process by drafting a document tailored to your situation.

2. Define Key Terms

You and your legal team determine critical terms for the SAFE note. In our example, let’s imagine you opt for a $3 million valuation cap, and a 25% discount rate. It is obviously important to ensure these terms are attractive to investors while protecting your startup's future growth potential.

3. Draft the SAFE Note Agreement

Draft the SAFE note with legal guidance to include your chosen terms alongside the specified conversion or trigger event, such as an equity financing round of at least $1 million. You might also consider including milestones that, when achieved, adjust the valuation cap or discount rate.

For a practical starting point, we suggest utilising the SAFE Note template provided by Kindrik Partners.

4. Present the SAFE Note to your Investor

Offer this SAFE note to your potential investors such as angel investors, venture capital firms, or a venture studio. Naturally this needs to accompany a detailed overview of your business and growth strategy, usually in the form of a pitch deck—VCs and other investors must understand the investment vehicle and the vision they're investing in.

5. Execute the Agreement

Assuming your investor is happy with the terms you have presented, you would solidify this through a formal SAFE Note agreement and distribute the signed document to all parties to keep for their records.

6. Equity Conversion

Now let’s imagine 12 months later your startup raises a $1m Seed round of funding at a pre-money valuation of $5m from new investors. This causes an equity conversion to be triggered, as the capital raise meets the $1m trigger event.

To determine the valuation at which the SAFE note will convert at we take the lower of:

  1. The discounted valuation; the seed round valuation of $5m less the 25% discount, which is $3.75m.
  2. The valuation cap; which was $3m.

In this case the valuation cap of $3m is less than the 25% discount on the pre seed valuation of $5m, so this valuation will be used to determine the conversion value. This means the $100,000 SAFE note will be converted to the relevant number of shares at a $3m pre-money valuation.

The SAFE note would convert first, so the $3m pre-money valuation would become a $3.1m post-money valuation. The SAFE note investor would therefore get 3.23% of the company, this is calculated as $100k/$3.1m.

After the SAFE note has converted, the new seed investment capital would come in causing the SAFE note investor to take part in the equity dilution. The new investors would be investing in a $5m pre-money valuation which would become a $6m post-money valuation. For their $1m investment they would get 16.7% of the company, this calculated as $1m/$6m.

The Future of SAFE Notes in Startup Financing

Adoption

While SAFE notes are very common in Silicon Valley and more mature startup ecosystems they are not yet as common in New Zealand and Australia. We anticipate that SAFE notes will continue to gain traction in Australasia as our startup ecosystem matures. Their appeal lies in their simplicity and the benefits they afford both parties which is crucial for the tech sector which needs to prioritise speed and innovation.

Evolution

SAFE notes will likely continue to evolve. We expect to see new types of SAFE notes that address the changing needs of startups and investors alike, potentially incorporating more standardised terms and offering nuanced investor protections.

Alternatives

SAFE notes will likely inspire the creation of new financial instruments. These alternatives could refine or redefine the terms of engagement between startups and investors, providing more tailored solutions to industry-specific challenges. It will be interesting to see Blockchain technology's impact on startup fundraising.

Continued Relevance

At their core, SAFE notes embody the principles of flexibility, efficiency, and alignment of interests. These qualities are highly valued in the startup ecosystem and are likely to ensure their continued popularity and relevance.

Key Article Takeaways

SAFE notes have become an important funding tool, especially for early-stage companies. They protect startup founders from premature equity dilution and avoid having to value a business on day 0. They also provide an efficient mechanism for investors to invest in high return opportunities without upfront negotiation on valuation.

Read some key takeaways from this article:

  • SAFE notes are legal instruments used in seed-stage financings that give investors the right to convert their investments into equity at a later date.
  • SAFE notes offer advantages for startups, such as flexibility, streamlined processes, and no interest or maturity date. They also offer discounted equity and potential preference during asset distribution for investors.
  • While SAFE notes have risks and limitations, conducting thorough due diligence and seeking professional advice can help mitigate potential drawbacks.
  • SAFE notes differ from traditional convertible notes regarding interest payments, repayment, company valuation, and debt versus equity representation.
  • The future of SAFE notes in startup financing looks promising due to their simplicity, flexibility, and investor-friendly features.

Scott Kennedy
Co-Founder & UX Director at Edition
Scott has a rich agency background supporting global brands with digital transformation. Today he’s committed to helping ambitious founders shape tomorrow with technology. Weekends are spent gardening with 90's hip-hop in his ears.
Mike Mandis
Co-CEO at Oxygen Advisors
Mike is Co-CEO at Oxygen Advisors; the finance experts behind 100+ tech startups. Over the past three years he has helped technology companies raise over $100m in capital and has supported companies scaling from pre-revenue to $10m+ ARR.

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Venture Capital & Funding
Dive into the stages of startup funding, from initial pre-seed capital to strategic exit options, and learn how to effectively navigate this journey as a tech founder.
min reaD

A startup's journey involves navigating different stages of growth, typically marked by key fundraising milestones. Tech entrepreneurs must grasp the uniqueness of each stage to plan ahead and steer their ventures towards growth and success.

This guide outlines the key funding stages along the startup journey and highlights each stage's primary objective. We also explore typical uses of funding, potential investors and their expectations, and the challenges a startup will typically experience.

Key Phases in a Startup's Journey

The startup lifecycle is inherently linked to the financing stages of the venture. Each growth phase brings a different approach to funding to secure the initial runway through venture capital rounds for scaling operations to potential IPOs or acquisition strategies as part of an exit plan.

Recognising the nuances of each funding stage enables startup founders to align their entrepreneurship and growth strategies with financial and business planning, ensuring they secure the necessary amount of money to fuel the next stage of their journey.

Pre-Seed Funding

At the earliest stage of their fundraising journey, startups engage in the pre-seed stage, focusing on transitioning a business idea into a potential business model. This stage involves market research, product ideation, and team assembly.

Primary Objective

Develop a Minimum Viable Product (MVP) with a market strategy that addresses a real need and lays the groundwork for further development.

Key Actions

Conduct Thorough Market Research

Assess market needs, analyse competitors, and identify pain points of potential customers to ensure the product offers a viable solution.

Iterative Prototyping

Build and refine prototypes to gather concrete feedback and iteratively improve the product.

Engage Early Users

Implement initial user testing to collect data, observe user interactions, and refine the MVP based on practical insights.

Types of Investors

  • Angel investors.
  • Friends and family.
  • Pre-seed venture funds.

Investor Expectations

Teams with high-potential ideas capable of executing a vision. They are primarily focused on the feasibility of the product concept and the team's capacity to deliver on initial milestones.

Their investments are typically modest, serving as preliminary validation of the startup's market potential and operational capabilities.

Challenges & Considerations

Resource Management

Efficient utilisation of limited financial resources to achieve significant progress and milestones.

Strategic Clarity

Establishing a clear business direction based on comprehensive market analysis and user feedback and translating this into a compelling pitch deck for future rounds of funding.

Seed Funding

The Seed round marks the transition from concept development to early business operations, providing the first substantial capital infusion to enhance the MVP and initiate market entry.

Primary Objective

Refine the MVP to demonstrate its viability and begin laying the foundation for market penetration.

Key Actions

MVP Refinement

Leverage user feedback to make necessary adjustments and improvements to the MVP.

Market Entry Strategy

Develop and execute strategies to introduce the product to the target market.

Team Expansion

Build the core team to support growth in core areas such as product development and customer acquisition.

Types of Investors

  • Venture capital firms (focused on early-stage startups).
  • Advanced angel investors.
  • Seed venture funds.
  • Accelerators.
  • Incubators
  • Crowdfunding platforms.

Investor Expectations

Startups with a viable MVP and evidence of initial market traction. Investors expect the team to demonstrate scalability potential and market impact in the seed funding stage.

Investors are particularly interested in the startup's ability to adapt and respond to user feedback efficiently, proving a compelling business model that supports substantial growth opportunities.

Challenges & Considerations

Effective Market Entry

Successfully introducing the product to the market while continuing to iterate based on user feedback.

Financial Management

Navigating cash flow challenges and efficiently using seed capital to sustain growth until the next round of funding.

Series A Funding

The Series A funding round helps startups to scale their operations after demonstrating strong product-market fit. This funding stage involves significant investment, typically from venture capitalists.

Primary Objective

Accelerate growth to enhance operations and solidify market presence.

Key Actions

Scale Operations

Expand operational capacity to support increased demand and business complexity.

Enhance Product Offering

Invest in product development to broaden features and improve user experience.

Market Expansion

Explore and penetrate new markets to expand customer base and increase revenue streams.

Types of Investors

  • Venture capital firms (focused on growth-stage investments).
  • Super angel investors.
  • Early-stage venture funds.
  • Investor Expectations

Startups with proven business models and a clear potential for rapid growth. These startups should have demonstrated a strong product-market fit and the ability to scale operations effectively.

Investors expect a detailed growth strategy that aligns with market opportunities and shows potential for significant market capture.

Challenges & Considerations

Sustaining Growth

Managing the complexities of rapid scaling while maintaining product quality and customer satisfaction.

Strategic Alignment

Aligning growth strategies with market opportunities and investor expectations.

Series B Funding

Series B funding supports startups ready for aggressive expansion and further solidification of their market position through advanced product development and strategic market penetration.

Primary Objective

Utilise established market presence to drive substantial growth and prepare for leadership in the industry.

Key Actions

Advanced Market Penetration

Deepen market reach and increase market share through targeted marketing and expanded sales efforts.

Product Diversification

Develop new products or enhance existing offerings to meet broader customer needs and tap into new customer segments.

Strategic Hiring

Attract top talent to support innovation and expansion efforts.

Types of Investors

  • Later-stage venture capital firms.
  • Growth equity investors
  • Continuing investments from previous venture capital firms.

Investor Expectations

Focus on startups that have already shown market fit and are ready for aggressive expansion. They expect these companies to have scalable business models and substantial customer bases.

Investors assess the effectiveness of the management team in driving the company through expanded operations and increased market demands.

Challenges & Considerations

Operational Efficiency

Enhancing operational capabilities to support a larger scale of operations without losing efficiency.

Market Adaptation

Responding dynamically to changing market conditions and customer feedback to maintain competitive advantage.

Series C Funding & Beyond

The Series C funding round and beyond (e.g. Series D funding) prepares well-established startups for significant scaling, potentially gearing up for public offerings or major strategic initiatives like acquisitions.

These stages are crucial for entrepreneurs aiming for market leadership or preparing for a successful startup exit.

Primary Objective

Enhance business operations and strategic investments to maximise growth potential while preparing for public offerings or sustaining growth to maintain market leadership.

Key Actions

Expansion Through Acquisitions

Identify and integrate acquisitions to expand product lines and enter new markets.

Capital Intensive Projects

Launch significant investments such as international expansion or major technological advancements.

IPO Preparations

When nearing an IPO, ensure compliance with public market standards and expectations.

Types of Investors

  • Large late-stage venture capital firms.
  • Private equity firms.
  • Corporate venture arms.
  • Strategic investors looking for integration or collaboration opportunities.
  • Hedge funds.
  • Investment banks.
  • Public market funds preparing for IPO support.

Investor Expectations

Investors seek startups with a proven track record of growth, scalability, and operational efficiency, poised for lucrative exits or major expansions.

They expect clear long-term strategies, strong market positions, and readiness for additional funding via the public market.

Challenges & Considerations

Scalability vs. Sustainability

Balance rapid expansion with sustainable practices to ensure long-term viability.

Investor Relations

Manage complex investor relations and prepare for the scrutiny of larger funding rounds.

Market Position Maintenance

Continuously innovate and adapt to remain competitive in a more saturated market.

Disclaimer: Every startup is unique. The above aims to provide a high-level overview of the average startup in New Zealand at each key funding stage based on our experience and insights provided by Hillfarrance.

Exit Strategies for Startups

As startups evolve from a new business venture to later in their maturity stage, considering exit strategies becomes increasingly important. These strategies help to realise the value created by the founding team and investors through years of hard work and dedication.

Below, we explore different exit strategies for startups, detailing when they are typically utilised, their benefits, and a balanced view of their advantages and disadvantages.

Initial Public Offerings (IPOs)

Utilised by mature startups that have achieved substantial growth and are ready to tap into the public markets for further expansion.

An IPO allows a startup to access significant capital, enhance its public profile, and provide liquidity for its investors. It also offers a prestigious status and the ability to attract top talent.

Advantages

  • Access to a large pool of capital.
  • Increased credibility and public awareness.
  • Liquidity for founders and early investors.

Disadvantages

  • Rigorous regulatory and compliance requirements.
  • High costs associated with going public.
  • Potential loss of control as stakeholders now include public shareholders.

Mergers & Acquisitions

Suitable for various stages of startup funding, particularly those looking to expand quickly or enter new markets through strategic partnerships.

M&A can offer startups immediate financial returns, operational synergies, and access to new markets and technologies. This route can accelerate startup growth beyond organic means.

Advantages

  • Immediate realisation of financial gains.
  • Strategic growth through access to new markets and technologies.
  • Potential for operational efficiencies with larger entities.

Disadvantages

  • Complexity in negotiations and due diligence.
  • Risk of cultural mismatches.
  • Potential job redundancies post-merger.

Management Buyouts

Often pursued by startups that have yet to go public but have reached a point of operational stability and profitability.

Management buyouts allow founders to exit by selling their stakes to private investors or the existing management. This strategy can preserve the company'scompany's culture and operational ethos.

Advantages

  • Simplified negotiation process compared to public offerings.
  • Preservation of company culture and legacy.
  • Immediate liquidity for founders.

Disadvantages

  • Potentially lower valuation compared to public markets.
  • Limited buyer pool.
  • Dependence on management's ability to finance the buyout.

Secondary Market Sales

Ideal for later-stage startups that have significant value and where founders or early investors seek liquidity without a complete exit.

Provides an avenue for early investors or founders to sell their shares to new investors, such as financial institutions or private equity, without affecting the company'scompany's operations.

Advantages

  • Provides partial liquidity to shareholders.
  • Does not require public disclosure as with IPOs.
  • Less regulatory scrutiny.

Disadvantages

  • May involve discounts on valuation due to lack of marketability.
  • Limited to accredited investors.
  • Can lead to dilution of existing shareholders.

Conclusion

Strategic funding, innovation, and resilience shape the journey from an initial idea to a startup's success. Understanding the nuances of each stage of a startup—from pre-seed to exit—helps entrepreneurs secure the necessary capital to scale their operations into a successful business.

This journey emphasises the importance of aligning growth ambitions with financial planning, where adaptability and a clear vision are key.

Software
Discover strategies to create groundbreaking, user-friendly solutions that strike the perfect balance between innovation and usability.
min reaD

Innovative ideas drive the creation of new designs and exciting products that capture our attention. However, without careful consideration of usability, these cutting-edge features may confuse more than they delight.

Usability anchors innovation, ensuring that products are accessible and easy to navigate. Combined with good interaction design, it enables customers to benefit from advanced features without stumbling over complicated interfaces. However, balancing the scales between innovation and usability can be tricky for software teams and their stakeholders.

How do you prioritise a groundbreaking feature over enhancing existing features? How do you cater to customer feedback while still pushing the boundaries of what's possible? Let’s explore how UX design, design thinking, and a user-centred approach can help strike the right balance for your product development.

User-Centred Design

The dance between innovation and usability may seem complicated, but you can successfully choreograph it through a UX approach with user-centred design. Here we pay significant attention to the needs, desires, and constraints of your end-users at each stage of the design process. User experience tools like user stories, also a staple in agile development, are an excellent means to understand and rank features based on user needs.

Customer Feedback

An integral part of user-centred design is collecting customer feedback. You can source this valuable feedback through diverse channels such as customer surveys, interviews, and direct insights. This precious information doesn't just fuel your innovation but also aids in refining usability by highlighting potential user challenges.

Usability Testing

Usability testing is another critical aspect of the user-centred design approach. This allows real users to test the product or service in genuine scenarios. The insights derived from these tests offer a clear understanding of current product usage and potential areas of improvement.

When you bring together qualitative and quantitative data, you get a comprehensive picture of user needs. This panoramic view can guide you in crafting and prioritising your product roadmap. Remember, our journey is not just about adding new features; it's also about fine-tuning existing ones to ensure they meet their potential.

Design Thinking

Design thinking is an innovative approach that goes hand in hand with user-centred design. It's a methodology that encourages a deep understanding of challenges behind user interactions. It promotes empathy, allowing you to put yourself in the user's shoes to gain insights that may not be immediately apparent through traditional usability testing.

Incorporating design thinking into your product design and development process involves several key stages, including empathising with users, defining their pain points, ideating creative solutions, prototyping improvements, and testing these ideas iteratively. This approach fosters a culture of innovation and continuous improvement.

Striking the Right Balance

Imagine you're on the verge of an incredible software idea. It feels as if you're on a tightrope, with the urge to innovate on one side and the call for usability on the other. Finding equilibrium between these two elements is vital in developing a product that not only caters to customer needs but also pushes the limits of what's achievable in your field.

There’s a potential Catch-22: Give precedence to innovation over usability, and you risk developing a product brimming with state-of-the-art features that 50% of potential customers never find because they never made it through your complex onboarding. Conversely, put usability above innovation, and you run the risk of creating a product that, while user-friendly, lacks unique attributes and fails to set itself apart from its competitors. This balance is at the core of user experience design.

The Kano Model

So, how do you ensure you're focusing on features that bring value to the customer and align with your overarching business goals? A good example is a prioritisation framework, such as the Kano Model.

The Kano model supports product managers in the following ways:

  • Evaluating potential features: It helps assess the importance and appeal of proposed product enhancements from a customer perspective.
  • Categorising features: It provides a framework to classify features based on their value to customers and their distinctiveness in comparison to competitors.
  • Balancing considerations: It promotes an equilibrium between high-value business features and customer demands.
  • Aiding roadmap prioritisation: This systematic method facilitates the process of determining the sequence of product enhancements on the product roadmap.

As the Nielsen Norman Group outlines, The Kano model serves as a particularly effective strategy when factors like internal politics or a deeply ingrained development-centric culture come into play. This model seamlessly integrates UX research into the prioritisation process, making it an imperative step that encourages open discussions surrounding user expectations.

Remember, it's crucial to consider more technical aspects, including technical debt and scalability issues. While it's vital to maintain a laser-sharp focus on meeting customer needs, it's equally important not to overwhelm your product team or accumulate more technical debt than can be efficiently managed.

User Testing & Continuous Improvement

User testing is not a one-time event, but an ongoing commitment to refining and enhancing your product. It shines a spotlight on aspects of your product that might otherwise go unnoticed, playing a critical role in maintaining the equilibrium between innovation and usability.

Emphasising the voice of your users is the core purpose of user testing. It's like holding a mirror to your product and viewing it from a user's point of view. This process incorporates both qualitative data collection methods, such as user feedback and customer surveys, and quantitative ones like tracking user activity metrics and customer satisfaction ratings.

Identifying Mobility Issues

Executing user tests regularly allows for early detection of usability issues within your product's lifecycle. This proactive approach ensures that you can measure the potential impact on existing users before steering your product in the direction of a specific feature request. The objective isn't just to enhance your product but to deliver greater value to your customers.

Validation

Suppose you've gathered a batch of feature requests that resonate with a particular user need. Before dedicating substantial resources and time to these new features, it's vital to validate them. Each product feature should justify its existence based on the value it offers to customers and its alignment with the wider business goals.

Product Roadmap Prioritisation

An additional key aspect of user testing is its contribution to roadmap prioritisation. It can provide actionable data that assist you in sorting your product initiatives based on customer needs, business value, and the required effort. This strategic approach helps you avoid a backlog cluttered with less crucial features, ensuring your product strategy progresses in a structured and balanced way.

The Role of Product Managers

Product managers play a key role in harmonising innovation and usability in software development. They distil customer needs, shape your vision, and navigate product roadmaps to meet user demands and achieve company goals.

Key responsibilities for product managers include:

  • Data Collection: Gathering customer data to shape product roadmaps and prioritise features.
  • Feature Decoding: Deciphering crucial customer feature requests and align them with the company's strategic goals.
  • Feature Prioritisation: Ensuring relevant focus on design and development tasks, they rank feature requests based on potential business value and the required effort.
  • Utilisation of Frameworks: Using systematic prioritisation frameworks to help in the decision-making process.
  • Stakeholder Collaboration: Working closely with key stakeholders such as the sales team and company leadership. Their goal is to align product strategies with broader business objectives.
  • Communicating Product Vision: Articulate the product vision and provide a clear, concise overview of the product roadmap to all stakeholders.
  • Technical Considerations: Taking into account technical elements such as potential technical debt and scalability when introducing or revising features.
  • Product Backlog Management: Managing the product backlog, tracking progress and making necessary roadmap adjustments to stay aligned with the dynamic product strategy.

The role of a product manager, which in early stage startups can often be shared among team members, is essential to any tech company. It involves aligning customer needs with business goals, managing product roadmaps, and promoting continuous improvement. The role demands skills in data analysis, feature prioritisation, and communication with stakeholders. Despite being a demanding role, it's central to delivering a product that is innovative, user-friendly, and drives business success.

Summary

Achieving the fine balance between innovation and usability is key to success. This intricate process involves adopting a user-centred design approach, performing regular user testing, managing risks strategically, and the indispensable role of product managers. By staying tuned to user requirements and evolving market trends, you can create a high-quality innovative software that delivers a user-friendly, intuitive experience—and finds product market fit.

At Edition, we specialise in guiding software companies to align their products with user expectations and business goals. Our ambition is to assist our clients with creating products that not only stand out for the merit of their functionality, but also their intuitive and user-centric focus.

Are you ready to transform your balance of innovation and usability into a competitive edge? Let's work together to realise your vision.

Startup Advice
Learn how to create a pitch deck that secures funding for your tech startup.
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Creating a compelling startup pitch deck is a key step in securing funding and effectively communicating your business idea. Beyond presenting data and metrics, your pitch deck should convey the heart of your startup’s vision and strategy – turning numbers and insights into a narrative that captures attention and creates confidence.

For early-stage entrepreneurs and venture capital firms (along with other potential investors), the stakes are high on both sides. Investors need to quickly grasp your value proposition, understand your market opportunity, and see why your solution stands out. A well-crafted pitch presentation ensures clarity while highlighting the key points investors care about.

A pitch deck that combines clear structure with compelling storytelling can transform complex information into an engaging and persuasive argument, making your startup unforgettable when fundraising. Investors value a simple pitch deck that communicates your vision effectively and showcases your potential to become a high-growth business.

The Basic Structure

A pitch deck is more than just a series of slides; it forms your story. A business pitch deck is typically made up of 10 to 15 slides, each serving a specific purpose – from introducing your mission to laying out your funding ask. For early-stage startups, creating a well-structured slide deck can be the difference between capturing investor interest and momentum fizzling out.

Structure matters because it ensures your presentation flows logically, guiding potential investors through your narrative without confusion. Each slide builds on the last: the problem sets the stage, the solution sparks interest, and the traction slide provides proof of growth potential.

By anchoring your content in this framework, you highlight your competitive advantage and eliminate unnecessary distractions. Whether it’s your first pitch deck or a refined version for a seed round, structuring your deck with intent showcases your startup’s vision and helps investors feel confident in your ability to execute it.

When done right, a winning pitch deck stands out, showcasing a progression to becoming a highly successful startup.

Cover Slide

The cover slide sets the tone for your entire pitch deck and is your first chance to make a strong impression. It should deliver a clean, concise intro to your startup and its mission, adhering to best practices for pitch decks. Use a simple pitch deck design with considered fonts and high-quality visuals that align with your brand.

Take inspiration from the Airbnb pitch deck, which featured a tagline as its focal point: “Book rooms with locals, rather than hotels.” This minimalist and evocative message perfectly communicated Airbnb’s unique value proposition while setting the tone for the rest of the presentation. Similarly, your cover slide should highlight your mission in a way that resonates with potential investors.

First impressions are vital; a well-crafted cover slide demonstrates clarity, focus, and the ability to communicate effectively—qualities that venture capitalists and other investors value in a successful pitch deck. Tools like Canva and Google Slides can simplify this process while maintaining professionalism.

What to Include

  • Company name and logo
  • One-liner: Capture the problem you solve or the market opportunity you address.
  • Tagline: Reflect your unique value proposition or mission.
  • Optional: Contact details and the date of the pitch deck presentation.

What to Avoid

  • Too much text: Keep it simple and scannable.
  • Distracting visuals: Avoid images or designs that take focus away from your message such as overused gradients.
  • Over-clutter: Stick to essential information only.

The Problem

Investors need to understand the pain points your target audience faces and why solving this problem is critical to your startup’s success. Your problem slide should clearly outline the issue, its significance, and why current solutions fall short. Framing the problem as an opportunity sets the stage for your solution and highlights the market’s key metrics that signal growth potential.

Use specific data and relatable examples to make the problem tangible and urgent, addressing the “why now” question that often resonates strongly in an investor pitch deck.

For startups preparing for funding rounds, from pre-seed and seed rounds to Series A to Series C, this slide is critical in establishing the need for your solution and showcasing the scalability of your approach. Incorporating credible data is essential and not something you can just spin up from a startup pitch deck template.

Presenting the problem with a clear link to your go-to-market strategy can further strengthen investor confidence in your approach.

What to Include

  • Core problem: A concise, well-defined description.
  • Supporting data or examples: Highlight the scale and urgency of the issue.
  • Consequences: Show what happens if the problem remains unsolved.

What to Avoid

  • Vague statements: Ensure your problem is clear and backed by specifics.
  • Broad claims: Avoid overly generalised issues without context.
  • Missing urgency: Emphasise why the problem needs immediate action.

The Solution

Once you've established the problem, the solution slide should showcase how your product or service effectively addresses it. This is your opportunity to demonstrate that your approach is both innovative and uniquely positioned to succeed. Like an elevator pitch, the content on this slide should be concise, engaging, and impactful.

Use visuals such as diagrams or workflows to make your solution tangible and compelling, ensuring it aligns with the clarity seen in a great pitch deck.

Consider your real differentiator – for instance, highlight how your product leverages automation to solve pain points or streamline processes. This ensures your VC pitch deck resonates with investors by showcasing cutting-edge technology and clear value. Keep your presentation succinct with effective bullet points that highlight key benefits and differentiate your solution from alternatives.

What to Include

  • Clear explanation: Describe your product or service in simple, concise terms.
  • Unique features: Highlight benefits that set your solution apart.
  • Supporting visuals: Include diagrams, screenshots, or workflows to make it real.

What to Avoid

  • Overloading details: Avoid excessive technical descriptions or irrelevant features.
  • Jargon: Keep it simple and easy for non-technical investors to understand.
  • Weak differentiation: Clearly articulate why your solution outperforms others.

Your Product

Brings your solution to life, showcasing its functionality, usability, and impact. This is where investors need to see how your product works and why it stands out in the market. For SaaS startups or other tech-driven solutions, this slide should highlight the user experience and the practical application of your product.

For instance, an early Uber pitch deck used a slide illustrating how a rider requests a car, the driver arrives, and the trip is completed – all in just a few actions. This kind of visual storytelling makes your product’s value immediately clear, even to those unfamiliar with the specifics.

A well-crafted product slide also reassures investors about your growth potential, an essential aspect of startup funding discussions. By tying your product’s benefits to the core problem you’re solving, you’ll demonstrate its relevance and scalability.

What makes a great pitch deck is the ability to connect emotionally with investors while providing clear, credible data – your Product slide is key to achieving that balance.

What to Include

  • High-quality visuals: Screenshots, product photos, or a demo of the interface.
  • Key features and benefits: Highlight what solves customer pain points effectively.
  • Real-world examples: Show how your product delivers value in practice.

What to Avoid

  • Over-reliance on text: Avoid long descriptions—let visuals tell the story.
  • Feature dumping: Focus on benefits tied directly to solving the core problem.
  • Unverified claims: Provide credible data or examples to validate your product.

Team

A critical component that showcases the expertise and leadership driving your startup. Investors often place as much importance on the people behind the business as they do on the idea itself.

Highlighting your founding team, including their skills and experience, demonstrates that your crew has the vision and capability to execute your plan and overcome challenges. For startup founders based in innovation hubs (like Silicon Valley), this slide can also show access to valuable networks and resources.

A well-presented team slide inspires confidence that your startup is well-positioned for success and aligned with its company purpose. Leverage design tools you are proficient in (shout out to those PowerPoint super-users) and also showcase your LinkedIn profiles to further emphasise your team’s strengths.

What to Include

  • Core Team Members: Names, roles, and key qualifications or achievements. Highlight the co-founders and their relevant expertise.
  • Advisors and Partners: Highlight industry experts or board members adding credibility.
  • Collaborative Strengths: A brief statement about how the team’s combined skills align with the startup’s goals.

What to Avoid

  • Irrelevant Details: Avoid including lengthy biographies or unrelated accomplishments.
  • Cluttered Design: Overloading the slide with too many names or excessive text.
  • Weak Team Presentation: Failing to emphasise how the team’s expertise drives the startup’s success.

Unique Value Proposition (UVP)

The core reason why your product stands out and why customers will choose it over competitors. This slide is your opportunity to demonstrate what makes your solution distinct and valuable, to both customers and investors. A strong UVP is critical for convincing investors that your startup has a competitive edge and the ability to capture market share.

A compelling UVP is backed by evidence, showing investors that your product is not only innovative but also resonates with your target audience. No matter if you’re pitching at the pre-seed stage or to a venture fund, your UVP should clearly articulate why your solution addresses a unique need in the market.

Highlight how your offering surpasses competitors, supports business traction, and delivers measurable value.

What to Include

  • One-Liner UVP: A clear, concise statement summarising your competitive advantage.
  • Competitive Landscape: A brief outline of key competitors and their limitations. Include specifics, like comparisons to a well-known VC-backed company or insights from pitch deck examples.
  • Supporting Evidence: Data, testimonials, or performance metrics validating your claims. For instance, mention endorsements from programs like 500 Startups or early traction gained through partnerships or a relationship with another VC firm.

What to Avoid

  • Vague Claims: Phrases like “best in the market” without proof.
  • Ignoring Competitors: Failing to acknowledge and differentiate from existing solutions.
  • Excessive Complexity: Overloading the slide with unnecessary details or jargon.

Validation

Validation provides tangible proof that your product or service is resonating with the market. This is where you showcase evidence of demand, adoption, or traction, reassuring investors that your solution has real-world credibility. Strong validation reduces perceived risks and demonstrates that your startup is on a positive trajectory.

Investors want to see that your idea isn’t just a concept but a viable solution backed by data, testimonials, or industry recognition. For instance, if your startup is a Y Combinator graduate, highlight it as a seal of credibility. Similarly, Intercom’s first pitch deck secured seed funding in 2011 by emphasising its customer-centric innovation and showcasing how this approach resonated with early adopters, ultimately laying the foundation for scaling a SaaS business.

Validation also signals that you’ve achieved product-market fit or are well on your way to it. Buffer’s first pitch deck, in 2011) emphasised clear month-over-month growth and testimonials from early adopters, helping investors understand the product’s traction.

By leveraging strong metrics and examples, as demonstrated in the Facebook pitch deck – where clear month-over-month growth and active user engagement stats were central – you can effectively highlight your credibility and market impact. You may consider utilising data from your own CRM for transparency and relevance.

What to Include

  • Proof of Demand: Metrics such as user acquisition rates, revenue growth, or engagement stats. Use graphs to visualise key data points like month-over-month user growth or increasing revenue streams.
  • Testimonials or Case Studies: Stories from early adopters or customers highlighting your product’s impact.
  • Partnerships or Endorsements: Collaborations, media features, or recognition from reputable organisations. Highlight if a VC fund or well-known partner is backing your product.
  • Financial Projections: Showcase projected growth over the next quarters, linked to validated demand and adoption trends.

What to Avoid

  • Vanity Metrics: Data like app downloads without showing active usage or retention rates.
  • Unverified Claims: Any figures or statements that lack supporting evidence or context.
  • Irrelevant Examples: Including anecdotes or data that don’t directly validate your solution’s success.

Market Opportunity

Provides the context for your startup's potential, demonstrating the size, growth dynamics, and untapped areas within your target market. This is your chance to showcase your market research and why the problem you're solving exists within a lucrative and expanding industry, making your startup an attractive investment opportunity.

A strong valuation is often tied to addressing large, growing markets. Investors are looking for startups that target large, addressable markets capable of delivering significant returns. By clearly defining your market size and the trends shaping it, you can highlight how your solution fits into broader industry changes. 

Whether you’re in tech, e-commerce, or a niche B2B space, aligning your market trends with measurable outcomes will strengthen your case. Additionally, highlighting how social trends or social media marketing strategies amplify your reach can add further weight to this section.

Similarly, showcasing competitive gaps and emerging opportunities in your market demonstrates a deep understanding of its nuances, making your pitch even more compelling to investors.

Takeaways from good pitch decks, such as Dropbox's, highlight the importance of addressing universal pain points with simple, user-friendly solutions. Dropbox’s pitch, used to secure a seed round led by Sequoia Capital, framed storage as a common frustration, offering a seamless, intuitive solution that required no behavioural change, driving viral adoption. Drawing inspiration from other successful decks, like Airbnb and WeWork, which tied their market insights to cultural and technological shifts, you can demonstrate how your solution aligns with emerging trends and redefines an industry, resonating strongly with potential investors.

What to Include

  • Market Size Breakdown: Present the Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and your projected market share. Use precise figures and credible sources to back your estimates.
  • Target Customer Segments: Clearly define the demographics, behaviours, and specific needs of your primary audience.
  • Market Trends: Highlight emerging shifts, such as technological advancements, regulatory changes, or consumer behaviours driving growth. Infographics may be helpful here.
  • Growth Potential: Include historical or projected growth rates, citing sources like market reports or government publications.

What to Avoid

  • Inflated Projections: Avoid unrealistic market sizes or growth figures without credible sources.
  • Generic Descriptions: Vague or broad claims about the market that lack specificity or data.
  • Ignoring Competition: Overlooking established players or not addressing why your solution will capture market share.

Business Model

Explain how your startup generates revenue, scales sustainably, and ultimately leads to profitability. For investors, this slide answers critical questions about your startup’s long-term viability and business plan. It's not just about how you’ll make money – it’s about demonstrating that you understand the dynamics of your industry, your pricing strategy, and your growth potential.

A strong business model reassures investors by showing you’ve anticipated challenges and mapped out a clear path to success. Take cues from companies funded by the likes of Icehouse Ventures and Sequoia Capital, which often emphasise scalability and efficient cost structures in their financial models. Whether it’s recurring revenue through subscriptions or a unique monetisation strategy, clarity is key.

What to Include

  • Revenue Streams: How your startup makes money (e.g., subscriptions, licensing, direct sales).
  • Pricing Strategy: Your pricing model and how it caters to different customer segments.
  • Scalability: Demonstrate how your model can grow profitably over time.

What to Avoid

  • Complexity: Avoid overly intricate revenue models that confuse rather than clarify.
  • Vague Projections: Unsupported or unrealistic financial goals without a roadmap to achieve them.
  • Ignoring Challenges: Failing to address potential risks or barriers to revenue growth.

Traction

The traction slide is your opportunity to present hard evidence of your startup’s progress. Investors want proof that your business model works and has already begun to gain momentum. This slide validates your business, showing that it’s more than a big idea—it’s a viable and growing opportunity.

Highlighting key metrics like revenue growth, customer acquisitions, or meaningful engagement rates builds confidence. Take inspiration from successful startup pitch deck examples like those of Airbnb and Uber, which demonstrated traction through adoption rates and early customer testimonials. A clear roadmap for scaling reinforces the idea that your business is poised for growth.

Highlighting traction can include metrics like customer growth or revenue increases. Tools like Moz can validate your startup’s online visibility, showcasing improvements in SEO metrics like domain authority or organic traffic. Paired with analytics from Mixpanel or Mattermark, this data strengthens your case for market traction.

What to Include

  • Key Milestones: Showcase major achievements such as product launches, partnerships, customer acquisitions, or regulatory approvals.
  • Growth Metrics: Present clear data like monthly active users (MAU), revenue growth, retention rates, or customer lifetime value (LTV).
  • Engagement Metrics: Highlight meaningful user behaviour metrics such as daily active users (DAU), churn rates, or conversion rates from free trials to paid accounts.
  • Roadmap for Growth: Share your plans for scaling and building on current success.
  • Partnerships or Endorsements: Mention collaborations, media features, or endorsements from reputable organisations or key players.

What to Avoid

  • Vanity Metrics: Numbers like downloads without context or active engagement rates.
  • Irrelevant Achievements: Focus only on metrics and milestones that directly support your growth story.
  • Overhyping: Avoid exaggerating progress without evidence to back it up.

The Ask

Where you clearly outline your funding requirements and how you plan to use the investment. This is a crucial opportunity to connect your financial request with the tangible growth goals and milestones of your startup.

Investors need to see a clear, well-thought-out funding plan. A transparent breakdown of your funding requirements demonstrates strategic planning and reassures investors that their capital will be put to good use.

What to Include

  • Funding Amount: State the exact amount of capital you're seeking.
  • Allocation of Funds: Breakdown of how the funds will be used (e.g., product development, marketing, team hiring).
  • Expected Outcomes: The measurable milestones the investment will help you achieve (e.g., expanding to new markets, reaching specific revenue goals, or preparing for your Series B funding round to accelerate growth).

What to Avoid

  • Vagueness: Avoid unclear funding requests without a specific allocation plan.
  • Overly Ambitious Claims: Be realistic about what the funding will accomplish.
  • Lack of ROI Explanation: Investors want to see how their investment will generate returns.

Conclusion

Your pitch deck is more than a series of slides – it’s your opportunity to tell a story that captivates investors, showcases your startup’s potential, and demonstrates your vision for success. By balancing compelling data with a cohesive narrative, you can create a deck that leaves a lasting impression and inspires investor confidence.

Investors want clarity, focus, and personalisation. Tailoring your pitch to their interests, highlighting the market opportunity, and aligning your presentation with their priorities can significantly enhance your chances of securing funding. Design plays a critical role, too – a visually appealing, professional deck reflects your attention to detail and ability to deliver with impact.

As you refine your pitch deck, rehearse your delivery, anticipate questions, and continuously improve based on feedback. This preparation ensures you’re ready to present your business with confidence and enthusiasm, setting the stage for productive conversations with investors.

If you’re ready to craft your best pitch deck and need expert guidance, let’s talk.

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