Negotiating Product Launches

How to Identify Moonshots and Prioritize Projects. Not all ideas are worth pursuing. How do you identify the game-changers? Use the Capability vs. Opportunity Analysis framework to strategically assess and prioritize projects based on two key dimensions: 1. Internal Capability – Do you have the expertise, resources, and readiness to execute? 2. Market Opportunity – Is there demand, a competitive edge, and strong revenue potential? The Four Strategic Zones: 1. "Do" Zone – High Capability + High Opportunity These projects are perfectly aligned with your strengths and the market’s needs. They offer high potential returns and should be prioritized for execution. 2. "Maybe" Zone – High Capability, Low Opportunity OR Low Capability, High Opportunity If you have the skills but the market isn't ripe, consider waiting or pivoting. If the market is booming but your capabilities are lacking, assess whether you can build or acquire the necessary expertise. These projects require deeper evaluation before committing resources. 3. "Moonshots" – High Opportunity, Low Capability These are the big, bold bets. The potential is massive, but you may lack the resources or expertise to execute today. Success in this zone requires: Innovation – Can you create a breakthrough solution? Investment – Are you willing to commit significant time and capital? Strategic Partnerships – Can you collaborate with experts who complement your gaps? 4. "Don’t" Zone – Low Capability + Low Opportunity If a project lacks both capability and market potential, it's a distraction. Avoid wasting time and resources here. Why This Framework Matters By mapping your projects using this model, you ensure that your efforts align with both strategic advantage and market demand. It helps avoid chasing every new idea and instead focus on initiatives that drive real impact. Follow Tim Vipond, FMVA® for more!

During my career, I’ve secured tens of millions in funding. But looking back there are some things I wish I’d known before I started. Here are four tips I’ve learned the hard way about approaching potential investors with your business idea: 1️⃣ Know your numbers inside out Investors want to see not just passion but also a deep understanding of your business model. It doesn’t matter if you’re not a “numbers person”. Frankly neither am I. I just work hard to master them. Be prepared to discuss your financials in detail: multi-year revenue projections, cost of sales, fixed expenses, and break-even points. Comfort with your numbers demonstrates that you’ve done your homework and are serious about your venture. 2️⃣ Tailor your pitch to the specific investor Not all investors are created equal. Research who you're pitching to and adjust your message accordingly. What do they value? What sectors do they invest in? Who else have they backed and why? Use part of your pitch meeting to ask them about their history and motivations. This is absolutely not about changing your business plan or finances, but thinking about what you emphasise to align your narrative with their interests. 3️⃣ Have a clear exit strategy Investors will back enterprises for all sorts of reasons: a passion for the sector, enthusiasm for the founder, or market potential. But the number one reason they’ll back you is to yield an attractive rate of return. Be ready to discuss how and when they’ll make money from investing in you. Whether it’s through acquisition, IPO, or another exit strategy, showing that you have a plan to return a multiple of their initial investment will instil confidence. It’s not just about the immediate future; it’s about how you envision the long-term growth of your business. 4️⃣ Practice your storytelling People connect with stories, not just facts and data - important as those are. Use storytelling to convey your vision, the problem your business solves, and why you’re the right person to tackle it. A compelling narrative that links to the forecast performance of your business will engage investors emotionally, making them more likely to remember you and your pitch long after the meeting is over. What’s your experience of pitching for funding? What are you still wary of with investors? Share your tips or questions in the comments below!

Don't rely on pitch deck templates. Especially the Sequoia Capital template. I'm no Moses, but focus on a framework instead. And here's what has worked for me. First, investors aren't looking for "eligible" or "deserving" startups. Investors are looking for startups that can deliver returns. As founders, you need to be able to show the path to those returns. So ask yourself what type of a startup you want to build ▶ Lifestyle ▶ SME ▶ Social ▶ Buyable ▶ Scalable Most investors are interested in Buyable and Scalable. Unless the investor has a mandate to fund Lifestyle, SME or Social startups. Secondly, you need to focus on a story. But your story has to be about a use case. Not an episode of How I Met Your Mother. Thirdly, your investors might not be potential users or customers. So don't use the same sales pitch that you would do for customers. The most important question you answer with your pitch and pitch deck is why are you fundraising? 𝙄𝙛 𝙮𝙤𝙪'𝙧𝙚 𝙧𝙖𝙞𝙨𝙞𝙣𝙜 𝙛𝙪𝙣𝙙𝙨 𝙛𝙤𝙧 𝙑𝙖𝙡𝙞𝙙𝙖𝙩𝙞𝙤𝙣 - what would be the signals? 𝙄𝙛 𝙮𝙤𝙪'𝙧𝙚 𝙧𝙖𝙞𝙨𝙞𝙣𝙜 𝙛𝙪𝙣𝙙𝙨 𝙛𝙤𝙧 𝙂𝙧𝙤𝙬𝙩𝙝 - what does growth mean? 𝙄𝙛 𝙮𝙤𝙪'𝙧𝙚 𝙧𝙖𝙞𝙨𝙞𝙣𝙜 𝙛𝙪𝙣𝙙𝙨 𝙛𝙤𝙧 𝙀𝙭𝙥𝙖𝙣𝙨𝙞𝙤𝙣 - Why, how & when? Here are the areas that you should cover. Not everything is required, but more the merrier ▶ Purpose ▶ Problem ▶ Solution ▶ Why Now ▶ Market size ▶ Traction ▶ Competition ▶ Product ▶ Revenue model ▶ Why us ▶ Road map ▶ Financials ▶ Milestones ▶Demo ▶ Ask Starting with your Purpose or Problem is always good, followed by Solution and Why Now. You can shuffle the order of the rest to suit your story. #startups #fundraising #pitching #pitchdecks

What makes an investor open an email pitch or ignore it? It’s an area founders can pay more attention to.  Each week, I receive multiple intros, decks, and DMs. Some catch my attention, while others miss the mark. The difference isn’t design or detail. For me it’s in the idea and impact, highlighted with clarity and conviction. Here’s what I look for: ↳ Why are you building this? ✓ Not just the idea, but your reason. WHY does it matter? ↳ What problem are you solving and for whom? ✓ If I can see the use case, for me, it’s easier to connect. ↳ What will this idea do in the world? ✓ Will it make life better, safer or more efficient? ✓ Is there a clear business plan in place? ↳ Who are you? ✓ Show me that you understand the space and have the skills AND grit to navigate it. ↳ Will it make money? ✓ Is it scalable? ✓ And is there an exit plan in place for investors? For me, both the idea and the impact make me open the email. The how can be worked through. But if the core doesn’t connect, nothing else will. I remember reading a pitch from a founder developing a new anti-cancer molecule. It is futuristic, but the idea and impact got my attention and made me open the email. So, if you’re a founder, writing to an investor, be clear and specific. Be honest about your ‘why.’ That’s what opens inboxes. And doors.

The #1 mistake Founders make when pitching to Investors After reviewing hundreds of pitch decks, there's one mistake I see over and over again... Using the SAME pitch deck for EVERY investor. This approach is leaving millions on the table. Here's why this mistake is so costly: → Angels care about your story & emotional connection → Early-stage VCs need early signals of success → Late-stage VCs focus on exit potential → Strategic investors look for synergy with their business Yet most founders create ONE generic deck and blast it everywhere. It's like using the same key for every lock. Here's what different investors ACTUALLY care about: 🔹 Angel Investors: -Personal connection to your mission -Product they can touch and feel -Social proof (logos of other supporters) -Simple, emotional stories that resonate 🔹 Early-Stage VCs (Pre-Seed to Series A): -Early signals of traction -Market size & growth potential -Team's track record -How they can help you grow 🔹 Late-Stage VCs (Series B+): -Clear path to profitability -User retention metrics -Diverse revenue streams -Potential acquisition targets 🔹 Strategic/Corporate Investors: -How you align with their company objectives -Partnership opportunities -Distribution channel synergies -IP and tech advantages The right deck speaks directly to the investor sitting across from you. I see it every day... The founders who customize their stories raise faster and with better terms. The ones who don't? They leave millions on the table. What's been your biggest challenge in tailoring your pitch to different investors?

Ever considered investing in an early-stage company? Here's a high-level due diligence checklist that will help you guide your investment decision. This list isn't exhaustive but it's a good place to start when evaluating a potential investment opportunity: 👫 Founding team ❶ What qualifications and experience do the founders have? ❷ Do they have relevant startup experience or professional experience? ❸ Can this team execute their business plan effectively? ------------------------------------ 📦 Product innovation ❶ What makes this company’s product unique? ❷ How will this product disrupt their industry? ❸ What is the product roadmap? ------------------------------------ 🌍 Market potential ❶ What is the company’s target market and what is the size of that market? ❷ What is the competitive landscape and what makes this company unique? ❸ How big could the business grow in 10 years? ------------------------------------ 📈 Market Traction ❶ How good does early customer adoption & engagement look? ❷ What are the sales/marketing strategies and how effective are they/could they be? ❸ Is there any feedback or satisfaction data from customers? ------------------------------------ 💸 Financial viability ❶ What picture do the company's financial statements paint? Are they ambitious enough? Have expenses been thoroughly accounted for? ❷ How is the company growing and how does it plan to grow in the future? Is it on a path to profitability? How long will that take? ❸ How will the money raised be used?

In September 2024 I made a pitch deck so bad I am shocked an investor did not pay me to stop presenting. We had no brand identity, no real structure, and no clue. I grabbed a free template from pitch.com, threw in some market stats, and hoped for the best. It was awful, but it was also the first step. Since then, I have rebuilt that deck around 40 to 50 times. Every version was sharper, cleaner, and more targeted, until it became something that actually tells the story of what we are building at myGrape, why it matters, and why the right investor should care. Here is what I have learned about making those 10 to 15 minutes in front of an investor count. 1. KISS the pitch – Keep It Simple Silly. If it needs your voice to make sense, it is too complicated. 2. Lead with story, back it with numbers – Numbers prove you are credible, story makes you memorable. 3. Design is strategy – Your colors, typography, and flow are not decoration, they guide attention and build trust. 4. Make it investor specific – A deck that works for everyone works for no one, make them see why they matter to your mission. 5. Iterate without mercy – A great deck is never finished, it is rewritten until it feels obvious. Our mission at myGrape is to fix critical gaps in the ATMP supply chain, and today our deck reflects that with clarity and conviction. And if history is any guide, in a few months I will look at this “perfect” deck, cringe again, and start the cycle all over. Because pitching, like building a company, is never done. (PS if you’re a founder raising money, check out the book ‘Investor Pitching’ written by one of my mentors, Sven de Vocht and his wife,Nathalie De Schepper)

💡 The Perfect Pitch Deck from Darshana Manikkuwadura (Dash) 🇬🇧 🇱🇰 After reviewing hundreds of pitch decks as both a founder and an investor, one truth stands out: great pitches don’t happen by accident—they’re carefully structured. If you’re raising capital, you can’t just wing it. Investors see dozens of decks every week. The ones that stand out don’t just tell a story, they follow a clear blueprint. Here’s the framework that consistently separates unforgettable pitches from forgettable ones. 1️⃣ The Problem Every winning pitch starts with a crystal-clear pain point. Don’t just describe the market—highlight the burning issue that keeps your customers awake at night. Show why current solutions are flawed, why the need is urgent, and where the specific gap lies. If you can’t articulate this in one or two sentences, you don’t have a pitch—you have a thesis. 2️⃣ The Ultimate Solution Now comes your unique fix. What makes your solution different and defensible? Outline your key differentiator, present the product, and explain in simple terms how it works. Investors aren’t looking for jargon, they’re looking for clarity and conviction. 3️⃣ Market Opportunity – The 4 M’s This is where many founders underdeliver. A strong market story isn’t just “the market is big.” Investors want to see: Momentum – How the market is expanding. Size – The total market opportunity. Monetization – How you’ll actually make money. Validation – Data and proof points that show demand is real. 4️⃣ Business Model Capital doesn’t just flow to great ideas—it flows to models that scale. Define your revenue streams, your pricing strategy, and your go-to-market approach. Show us not just how you’ll survive, but how you’ll thrive. 5️⃣ The Winning Team Investors back people before they back products. Who’s in your core team? What relevant expertise do they bring? And most importantly, why are you the right team to win this market over anyone else? 6️⃣ The Competition Every market has players. Pretending you don’t have competitors is the fastest way to lose credibility. Instead, map out the landscape. Show us who’s in the market, where you stand, your moat, and your current/future share. If you can’t tell me why you’ll win, your competitor will. 7️⃣ Financial Ask Finally, close with a sharp, data-driven ask. Share your financial projections, the exact amount of capital you need, and how those funds will be deployed. Investors want confidence that their money will be used strategically to accelerate growth—not just cover burn. 🔥 Final Thought A pitch deck is not about design tricks or buzzwords—it’s about structured storytelling. 👉 What’s the hardest slide for you to get right: the problem, the team, or the financials? #StartupTips #PitchDeck #VentureCapital #RaisingCapital #FounderJourney #darshanamanikkuwadura #VCInsights #InvestorReady #FundraisingStrategy #AngelInvesting #SeedStage Darshana Manikkuwadura (Dash) 🇬🇧 🇱🇰

TAM-SAM-SOM: The Key to Unlocking Market Opportunities In today’s competitive business landscape, understanding your market is not optional — it’s essential. While over 80% of companies conduct market research, many focus on the wrong metrics or get lost in excessive detail, overlooking the fundamentals. This is where the TAM-SAM-SOM framework comes into play — a structured approach that enables companies to evaluate market potential with clarity and precision. ✅ What is TAM-SAM-SOM? The TAM-SAM-SOM model offers a clear roadmap for assessing market opportunities by dividing the market into three key layers: ✔️ TAM – Total Addressable Market - Definition: Represents the total revenue opportunity available if your product or service captured 100% of the market. - Key Question: “What is the overall market size for this product or service?” - Importance: . Helps prioritize which markets to enter or invest in. . Critical for long-term strategic planning and for showcasing potential to investors. ✔️ SAM – Serviceable Available Market - Definition: The portion of TAM your company can realistically target, considering factors such as geography, regulation, or alignment with your offering. - Importance: . Enables more effective marketing strategies. . Helps forecast sales based on reachable and relevant customers. ✔️ SOM – Serviceable Obtainable Market - Definition: The share of the SAM your company can realistically capture in the short term. - Importance: . Driven by your go-to-market strategy, competitive landscape, and internal capabilities. . Supports setting achievable sales targets and tactical planning. 🚀 Why TAM-SAM-SOM Matters TAM-SAM-SOM is more than a buzzword — it's a powerful tool that enables smarter, data-driven decisions across your business strategy: 🔹 Product Development: Understanding market size helps design products that truly meet demand. 🔹 Long-Term Strategic Decisions: TAM offers a big-picture view to guide high-level investments and market expansion. 🔹 Market Potential Evaluation: SAM narrows the focus to reachable markets, ensuring efficient resource allocation. 🔹 Market Prioritization: SOM identifies short-term wins and high-impact segments for concentrated growth. 🔹 Sales Forecasting & Goal Setting: Breaking the market into clear segments helps set realistic goals and track performance accurately. 🔹 Marketing Strategy & Resource Allocation: Ensures alignment of marketing efforts with the most promising customer segments — maximizing ROI. 💡 Core Benefits of TAM-SAM-SOM: ✨ Clarity on Market Size 📝 Realistic Goal Setting 💰 Optimized Resource Allocation 🏆 Competitive Advantage through Strategic Focus

Identifying Opportunities in the Indian Pharmaceutical Market One of the distinguishing qualities of extraordinary professionals in any industry is their ability to identify and capitalize on opportunities, particularly in crowded markets. In the pharmaceutical sector, this skill is crucial, as it becomes significantly more challenging to establish a brand when numerous competitors already exist. While a first-mover advantage often provides an easier path to brand building, true mastery is demonstrated by those who can differentiate and create space for their product in an overcrowded market. For brand managers, the ability to spot such opportunities is a key metric of success. A Case Study in Opportunity Identification Around the year 2000, a leading multinational pharmaceutical company decided to launch a multivitamin capsule in India, despite the segment being heavily saturated. At the time, nearly all multivitamin brands focused on a common positioning theme—“Improves Health & Immunity.” The market was cluttered with similar messages, with each company presenting slight variations of the same benefit. However, the brand manager of this particular multivitamin recognized a unique opportunity. While the product’s composition was largely similar to others—containing Vitamin C and Folic Acid—the manager chose to highlight these ingredients for their ability to lower homocysteine levels. This focus on homocysteine reduction led to a specific and differentiated positioning: “Vitamins for Cardio Protection.” This repositioning allowed the brand to stand apart from the generic messaging of “health and immunity” and enter a new category—cardio-protective vitamins. The brand’s communication specifically targeted doctors, emphasizing the benefits for heart health, which immediately resonated with the medical community. The result was a rapid rise in the perceived value of the product, making it the first of its kind in the “Cardio Protective Vitamin” category Application Across Levels The skill of opportunity identification is not exclusive to brand managers. Sales Managers who thrive in crowded markets also possess this ability. Successful sales managers often visualize success long before it materializes. They focus on unconventional strategies, finding ways to differentiate their approach and connect with customers in ways that their competitors do not. In both sales and marketing, the ability to spot opportunities and create a unique value proposition is a key driver of success. The crowded market should not be seen as a hindrance but rather as a challenge that, when approached creatively, can result in long-term career growth and professional fulfillment. In conclusion, the art of identifying opportunities in crowded markets is a critical skill for success in the Indian pharmaceutical industry. For those who master it, the rewards are not only in business success but also in the respect and admiration of peers and colleagues !!