Creating the Perfect Pitchbook

1
Creating the Perfect Pitchbook

• ModeratorWanching Leong, Associate Editor, PEI
  Manager
• Panel Members
• Beverly Berman, Partner, Advent
  InternationalMeryl L. Schreibstein, Director of
  Investor Relations Marketing, CMEA Ventures

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What is a Pitchbook?

• A pitchbook is a selling document for your firm,
  your brand, and the opportunity. It details the
  attributes of the firm as a whole and the team
  members individually, while delineating your
  firms differentiation and strategy.
• A perfect pitchbook gives your partners (the
  selling team) a starting point for conversation,
  helps with focus and order, allows the client to
  get to know the team and become enthusiastic
  about the opportunity, and will, throughout,
  impart why your firm is better and stands out
  from the rest.
• t
• Understand this is a leave behind document
  that will be used as reference.

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Points to get across

• 1 Differentiation Tell it in as many different
  ways as you can
• What we do and what we dont do
• 2 Name/Brand Get across firm name/brand
  throughout the pitch
• Our brand/name and why you can trust it
• 3 Who we are
• Team, organization

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Key Message Why (), Who How

• Why? The Benefit to You, Ms. Investor
• The Opportunity to Deliver Out-Performance
• Unique
• Special angle
• Who/How
• Execution
• Differentiation
• Opportunity being addressed
• Whos addressing it
• How its being addressed

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Pitchbook Basics

• The Opportunity
• Market (macro, niche, size, quantify!)
• How will this produce returns/why
• Team
• Experience relevancy
• Tenure
• Cohesiveness
• Strategy More Granular i.e. Control vs.
  Non-Control
• Process
• Implementation of strategy
• Sourcing
• Decision making process portfolio management
• Performance
• Returns (gross / net / multiple)
• Terms

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Pitchbook Contents I

• Structure
• Lead with strength
• Organize based on desired flow of meeting
• Length
• 10 to 20 (long) pages
• Concise dont detail everything
• 1 concept per page
• Use appendix for back up
• Use Case Studies
• Put in appendix but refer to in presentation to
  add color/ make a point. People remember
  interesting pieces / deals i.e. Dunkin Donuts
• Returns Often Excluded but most Common
  Complaint of LPs
• Summary of returns detailed investment
  schedules in appendix
• BE PREPARED Prepare handouts to respond to
  possible questions not covered

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Pitchbook Contents II

• Needs to be a Selling Document
• Best foot forward
• Compelling reasons why group is
  differentiated/creating value like no other in
  their space
• Advantages of this group
• Unique approach in terms of strategy
• Experience of team
• Contacts/deal flow
• Graphics
• Illustrative pictures given nature of
  strategy/complexity of your firm is doing
• Pictures showing end products that can bring
  people into the types of investments you are
  making/how it applies to them and the world.
  (e.g. electronic device --- firm invests in a
  component that makes up that device, etc.)
• Look/Feel
• Needs color to keep peoples attention
• Should be institutional looking
• Important how its laid out on the page
• Not too much information or graphics -
  clean/professional/appealing.

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Common Mistakes

• Too many words on one page
• More than one concept per page
• Too many pages
• Disjointed flow
• Not using color and not using graphics
• And, operator error dont use the pitchbook
  as a crutch

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Other Helpful Information

• Always be in tune with your audience what they
  want to discuss/what their needs are.
• If its a fit, great. If based on your
  differentiation and the investors needs it
  isnt, then let it be great to meet you, done.
• There isnt one right way to do a pitchbook you
  have to look at your key messages and
  differentiators and who the audience is.
• People wont get a bad looking pitchbook out of
  their mind its a marketing piece and if it
  looks terrible, it reflects poorly on the firm.
• Everyone in the firm must understand and agree on
  the key messages and all partners need to get
  across key messages throughout with the pitchbook
  as a guide.