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  • Evaluation Draft Submission

  • Welcome to the Evaluation Stage! 

    The information you provide us in this version of your executive summary will be sent, as submitted, directly to our independent Evaluators.  Once their Critique Reports have been prepared and reviewed, we will send them, unedited, for your consideration.*

     

    *The number of Critique Reports provided will be 3, 2, or 1 depending on the parameters established for your cohort.

  • Startup Information

    Let's start with some basic details
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  • Confirmations, Affirmations and Reminders

    Before you get started, we need to review some essential aspects of our process and ask that your confirm, affirm, and/or accept the following three (3) topics:

  • 1.  English Proficiency is Required

    Our Program is conducted in English. Participants must be able to receive, understand and comply with all program notices and instructions; all of which will be sent in English. Likewise, participants must provide all requested information in English.

  • 2.  Saving Your Work is Essential

    Important Instructions:

    • Click on the 'Save' button at the bottom right of each page
    • Click on 'Skip Create an Account' at the bottom of the popup
    • Use 'Send link' to email yourself a URL to the current draft of your form so you can save the work you've done with the option to return later to continue working on it.

    You are encouraged to Save your work everytime you complete a page of the form.

    We will also pause at the end of each section to remind you to Save your work if you haven't already done so.

    WARNING: Any unsaved work may be lost and your saved 'link' address cannot be retrieved if lost.

  • 3.  Following the Guidelines is 'KEY'

    As you proceed through this form, please read and comply with all section descriptions and address all the Key Elements listed.

    KEY ELEMENTS WILL BE REFERENCED DURING EVALUATION OF YOUR EXECUTIVE SUMMARY.

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  • Opportunity, Credibility & Reality

    The 'WOW' ... The 'HOW' ... &  The 'NOW'

    You will now be asked to provide us with content for your Executive Summary. While nuances exist, the core information in all executive summaries is essentially the same. To help emphasize the importance of structure and having a logical progression in presenting your startup's 'story', we have organized these 16 core topics into three distinct sections. 

    Opportunity - Sell what you do and get your audience excited.

    Credibility - Explain your plan for success and your ability to execute it.

    Reality - Describe your current status and the investment you are seeking.

    The result will be an effective, stand-alone presentation that will showcase the essence of your startup to prospective investors.

  • Executive Summary : 3 Sections - 16 Topics

    OPPORTUNITY:

    • Elevator Pitch
    • Ideology
    • Problem
    • Market
    • Solution

    CREDIBILITY:

    • Competition
    • Team
    • Advantages
    • Customer Profile
    • Sales & Marketing
    • Business Model
    • Forecast

    REALITY:

    • Traction & Milestones
    • Previous Investment
    • Ask & Use
    • Why NOW

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  • OPPORTUNITY

    Pitch the Opportunity = Selling the 'Wow!'

     

    The OPPORTUNITY phase consists of the following sections:

    • Elevator Pitch
    • Ideology
    • Problem
    • Market
    • Solution
       

    This is where you engage, excite & entice your audience to learn more.

  • ELEVATOR PITCH

    This is the SINGLE most concise, impactful, and important SENTENCE about your startup.

    It should include who you are, what you do, who your customers are, how you help them, and what makes your company special or unique.

  • Elevator Pitch - Key Elements

    • Who the business is and what it does.
    • What problem/opportunity is being addressed.
    • Who the customers are and how they will benefit.
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  • OPPORTUNITY

  • IDEOLOGY

    Defining Your Vision, Mission and Values

    Share the ultimate incarnation of your startup (Vision), what you will be doing in pursuit of that goal (Mission) and the core principles that will define the character of that pursuit (Values).

  • Vision, Mission, Values - Key Elements

    • Provide a Vision Statement - aspirational expression of what you want your startup to achieve and become.
    • Provide a Mission Statement - define what your startup does, its purpose and objectives in pursuit of its Vision.
    • Provide a Values Statement - the core principles that define the culture, conduct and decision making in the execution of your Mission.
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  • OPPORTUNITY

  • PROBLEM

    Define the 'value opportunity': the problem you are solving and/or the opportunity being targeted.

    (Value Opportunity + Effective Solution = Value Proposition)

    Focus exclusively on the PROBLEM and not on your solution.

  • Problem - Key Elements

    • What specific problem/opportunity is being addressed.
    • What are the shortfalls with existing solutions.
    • Is the value 'opportunity' clear?
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  • OPPORTUNITY

  • MARKET

    Convey the scale and scope of the specific market you are targeting while avoiding the use of over-generalized, derivative math. 

    If you start typing a sentence that begins with “If we only get 1% of the market...”, delete it.

  • Market - Key Elements

    • Is the market well defined?
    • Is the market sufficient in size with high growth potential?
    • Is the 'low-hanging fruit' (easy and obvious opportunity) clear?
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  • OPPORTUNITY

  • SOLUTION

    Describe your product and make it perfectly clear how it effectively solves the Problem for the Market you described earlier.

  • Solution - Key Elements

    • What is the product/solution.
    • Does the solution directly address the problem/opportunity?
    • Is the product unique or disruptive?
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  • DEMO / SCREENSHOT

    • Provide a static teaser for your product or, if applicable and available, a link to an online demo.
    • Provide visual images of the products or services depicting ‘what’ your business is offering.

    NOTE: This is meant to showcase your product or service. Do not include a link to a pitch video.

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  • This concludes the OPPORTUNITY section

    and CREDIBILITY is up next!

     

    This is a good time to SAVE YOUR CONTENT.

    Remember to email and record your content URL.

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  • CREDIBILITY

    Establish Credibility ... Explaining the 'How"

    The CREDIBILITY phase consists of the following sections:

    • Competition
    • Team
    • Advantages
    • Customer Profile
    • Sales & Marketing
    • Business Model
    • Forecast

    Prove you have a solid plan and the right team to execute it.

  • COMPETITION

    Describe who your competitors are and how will you beat them.

    In almost every instance, saying “we have no competition,” usually means that you are either (a) clueless or (b) addressing a market that does not exist.

    Identify your strengths vs. weaknesses to build credibility. Being honest about the strengths of your competition makes the reader more likely to believe your own advantages.

  • Competition - Key Elements

    • Are specific competitors identified?
    • Are both strengths and weaknesses indicated?
    • Is it clear what limitations exist with competitors or, for a paradigm shift, with the 'status quo'?
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  • CREDIBILITY

  • TEAM

    Identify 2-3 key people with their most relevant experience and accomplishments.

    Only include names of recognizable past employers/companies.


    Do NOT list your professional vendors (accountant, law firm, etc.). 

    Only list advisors if they are ‘rock stars’ in the market you are going after.

  • Team - Key Elements

    • Is the team 'compelling' or just competent?
    • Is the expertise and experience relevant to this business?
    • Does the team have any significant contacts or special relationships?
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  • CREDIBILITY

  • ADVANTAGES

    Describe what makes your STARTUP special and why YOU will succeed.

    Highlight your most significant competitive advantages. Examples include: unique features, systems and protected proprietary technology (IP).

    Note: Saying “We’re smart, hardworking, and really believe” doesn’t cut it.

  • Advantages - Key Elements

    • What unique advantages/strengths does the startup have that competitors do not?
    • Are the advantages sustainable? How?
    • Is it clear how the company will beat the competition?
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  • CREDIBILITY

  • CUSTOMER PROFILE

    Describe the target users and, if different, the buyers of your product.

    Specify where your primary target customers are located.

    Explain why customers will want/need to use your product.

  • Customer Profile - Key Elements

    • Provide descriptive characteristics of your target customer/client. (Demographics)
    • Identify the location of the initial/primary target market. (Geographics)
    • Describe the motivational drivers of the target customers. (Psychographics)
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  • CREDIBILITY

  • SALES & MARKETING

    Describe how you will rollout your product/service to your target customers.

    Explain how you will scale your client base and achieve critical mass.

    Offer specific tactics you will employ, not vague strategies like “we will go viral” or “word-of- mouth.”

  • Sales & Marketing - Key Elements

    • Are specific tactics identified?
    • Are the tactics tailored to the target customers?
    • Are the tactics sustainable and scalable?
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  • CREDIBILITY

  • BUSINESS MODEL

    Focus on your primary revenue stream, identify your key revenue drivers, and explain how you will make money.

    Explain the key values (assumptions) in your business model.

    This information should set the stage for your financial projections (forecast).

  • Business Model - Key Elements

    • Is it clear how the company will make money?
    • Is it clear what the primary revenue stream/driver is?
    • Is the model scalable?
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  • CREDIBILITY

  • Your 3-Year Forecast is up next!

    This is another good time to

    SAVE YOUR WORK

    Remember to email yourself the link!

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  • CREDIBILITY

  • FORECAST

    Quantify Your Vision & Rationalize Your Assumptions

    Everyone understands that you do not have a crystal ball to predict the future. That said, providing a forecast quantifies your vision and expectations for the development of your company. 

    Your forecast should demonstrate how and when you will get to profitability. 

    Remember to temper your ambitious optimism with a double dose of realism to offer a confident, conservative projection. 

     NOTE: All figures should be 'ANNUAL', unless otherwise stated.

  • Forecast - Key Elements

    • Are the numbers believable?
    • Are the allocations and results credible?
    • Are the key metrics rational?

  • FINANCIAL PROJECTIONS

    As part of your FINAL submission for Evaluation, we ask you to provide the following 11 key figures for the coming 12 months (Y1) and the following two year periods (Y2 & Y3):


    Revenue Figures

    • NEW Customers = Total number of NEW customers (revenue drivers) added this year. 
    • Total Customers = Total number of customers (NEW plus recurring customers from previous year less cancellations).
    • Customer Lifetime = Projected number of YEARS that a Customer will contribute to revenues. (Minimum = 1)
    • Revenue per Customer = Average amount of revenue (earnings) projected per customer for this year.
    • Cost of Goods per Customer = Average cost of products/services provided per customer this year. 


    Fixed Expense Figures

    • Salaries = Annual amount allocated for ALL employee salary expenses. 
    • Outsource = Annual amount allocated for all contractor expenses and professional fees.
    • Marketing = Annual amount allocated for marketing - excluding salaries.
    • R&D + CAPEX = Amount allocated for research, development and capital expenditures.
    • Other Overheads = Annual amount allocated for all fixed expenses not included elsewhere.

     
    Other Figures

    • Total Employees = Average number of Employees on payroll during the year.

     

    NOTE: Other figures will be derived from these inputs.

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  • CREDIBILITY

  • Next 12 Months (Y1)

    Provide the following information for the coming year

  • Revenue Related Figures - Y1

  • Fixed Expense Figures - Y1

  • Profit & Loss Figures - Y1

  • Other Figures - Y1

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  • CREDIBILITY

  • Months 13-24  (Y2)

    Provide the same information for the following year (Y2):

  • Revenue Related Figures - Y2

  • Fixed Expense Figures - Y2

  • Profit & Loss Figures - Y2

  • Other Figures - Y2

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  • CREDIBILITY

  • Year 3:  Months 25-35  (Y3)

    Provide the same information for year three of this forecast (Y3):

  • Revenue Related Figures - Y3

  • Fixed Expense Figures - Y3

  • Profit & Loss Figures - Y3

  • Other Figures - Y3

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  • This concludes the CREDIBILITY section.

    Time for a dose of REALITY

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  • REALITY

    Presenting Reality . . . Describing 'Now!'

     

    The REALITY phase consists of the following sections:

    • Milestones & Traction
    • Previous Capital Investment
    • Ask & Use
    • Why NOW

    Describe where you are now and what you need to move forward.

  • Traction & Milestones

    Describe what stage you are in now? (e.g. Prototype, Alpha, Beta, Live, etc.)

    Identify your next 2-3 big milestones?

    List any market validation (quantifiable traction) such as customers, subscribers, users, etc.

  • Traction & Milestones - Key Elements

    • Is it clear where the company is with respect to product development and revenue generation?
    • Is it clear what the next major milestone is?
    • Is there any traction?
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  • REALITY

  • PREVIOUS INVESTMENT

    List the amount of capital that has already been invested in this startup and from what source(s).

    Include any capital invested by the founders. Include expenses paid but do not include or reference ‘sweat equity’.

    If an investment was received from a third party investor, specify the amount and pre-money valuation that was applied.

  • Previous Investment - Key Elements

    • How much capital has already been invested in the company, from whom, and under what terms?
    • Are names and (equity) percentages provided for the current shareholders?
    • Is there any debt or other obligations?
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  • REALITY

  • ASK & USE

    Specify the amount of money you are looking to raise and, if applicable, what portion has already been received or pledged?

    Describe how the additional investment will be applied (e.g. expand staff, marketing, development, etc.)

    Include the investment terms (percent equity) being offered.

  • Ask & Use - Key Elements

    • Is the Ask amount specified and consistent with the forecasted needs of the company?
    • Is the use of proceeds clearly stated?
    • In consideration of all the information provided, is the equity offer reasonable?
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  • REALITY

  • Why NOW

    Provide compelling details that support this moment as being uniquely ideal for the future of your business.

    Select considerations from: Market Trends; Technological Advancements; Economic Shifts; Regulatory Changes; Social & Cultural Dynamics; Window of Opportunity; Validation.

    This concise summary is an encore performance of the peak highlights from your presentation. This final paragraph is your last chance to get investors emotionally vested, establish the immediacy of the opportunity, and compel action.

  • 0/450

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  • This concludes the REALITY section.

    Time to review your replies one last time

    before you submit your completed form.

     But first ...

    SAVE Your Form Content Now!

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  • Startup Information

     

    Startup Name:  {text_25270723}

    Startup ID:  {startupId}

    Contact Name:   {firstName} {lastName}

     

  • Affirmation Section

    English:  {englishProficiency}

    Saving Work:  {savingInstructions}

    Key Elements:  {keyElements408}

  • EXECUTIVE SUMMARY CONTENT

  • OPPORTUNITY

     

    Elevator Pitch:

    {textarea_25270733}

    Ideology:

    {ideology}

    Problem:

    {textarea_25270747}

    Market:

    {textarea_25270758}

    Solution:

    {textarea_25270769}

    Demo:  {text_25270778}

  • CREDIBILITY

     

    Competition:

    {textarea_25270784}

    Team:

         {textarea_25270951}

    Advantages:

    {advantages}

     

    Customer Profile:

    {textarea_25270806}

    Sales & Marketing:

    {textarea_25270817}

    Business Model:

    {textarea_25270828}

  • Forecast - Y1

     

    Revenue Figures

    New Customers - Y1:  {newCustomers}

    Total Customers - Y1:  {totalCustomers}

    Customer Lifetime - Y1:  {customerLifetime}

    Revenue per Customer - Y1:  {revenuePer}

    Cost of Goods per Customer - Y1:  {costOf}

     

    Fixed Expense Figures

    Salaries - Y1:  {salaries513}

    Outsource - Y1:  {outsource}

    Marketing - Y1:  {marketing515}

    R&D + CAPEX - Y1:  {rampd}

    Other Overheads - Y1:  {otherOverheads517}

     

    Other Figures

    Total Employees - Y1:  {totalEmployees}

  • Forecast - Y2

     

    Revenue Figures

    New Customers - Y2:  {newCustomers528}

    Total Customers - Y2:  {totalCustomers529}

    Customer Lifetime - Y2:  {customerLifetime530}

    Revenue per Customer - Y2:  {revenuePer531}

    Cost of Goods per Customer - Y2:  {costOf532}

     

    Fixed Expense Figures

    Salaries - Y2:  {salaries}

    Outsource - Y2:  {outsource539}

    Marketing - Y2:  {marketing}

    R&D + CAPEX - Y2:  {rampd541}

    Other Overheads - Y2:  {otherOverheads}

     

    Other Figures

    Total Employees - Y2:  {totalEmployees546}

  • Forecast - Y3

     

    Revenue Figures

    New Customers - Y3:  {newCustomers554}

    Total Customers - Y3:  {totalCustomers555}

    Customer Lifetime - Y3:  {customerLifetime556}

    Revenue per Customer - Y3:  {revenuePer557}

    Cost of Goods per Customer - Y3:  {costOf563}

     

    Fixed Expense Figures

    Salaries - Y3:  {salaries564}

    Outsource - Y3:  {outsource568}

    Marketing - Y3:  {marketing567}

    R&D + CAPEX - Y3:  {rampd566}

    Other Overheads - Y3:  {otherOverheads565} 

     

    Other Figures

    Total Employees - Y3:  {totalEmployees579}

  • REALITY

     

    Traction & Milestones:

    {tractionamp}

    Free Users:  {freeUsers}

    Paid Customers:  {paidCustomers}

    TTM:  {trailing12month}

    RRR:  {revenueRun}

     

    Previous Investment:

    {textarea_25270976}

    Capital Invested:  {previousCapital580}

    Valuation:  {previousPremoney} 

     

    Ask & Use:

    {textarea_25270983}

    Amount:  {ask}

    Equity Offer:  {equityOffer}

     

    Why Now:

     {whyNow}

     

  • FINAL INSTRUCTIONS

    Please review all of the above information to make sure your replies are correct and ready for submission.

     

    If Changes Are Needed:

    • Go 'Back' to the section you wish to edit and make the changes you want.
      Remember to Save your work after making any changes and then return to this page.
       

    If Everything is In Order:

    • Enter and validate your email address (see note below)
    • Click on the 'Submit' button below to send us your Draft submission for review.
    • You will receive a confirmation email and then await further instructions when it's time for the next stage in the Program.

  • IMPORTANT:

    You must enter and validate your email address before you Submit your Evaluation Draft.

    It is important that you use the exact same email address for every form submission throughout your participation in the program.

    All email entries should match the one used in your cohort application.

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