Pattern Angel pitch deck: RAW Relationship App’s $3M deck

The RAW Relationship App goals to shake up the relationship scheme by shedding the pretend, TikTok-ified, closely filtered photographs and changing them with a extra real, unvarnished expertise. The app targets younger professionals and college students, significantly ladies aged 21 to 27, who search real interactions.

The corporate’s crew claims it raised a $3 million family and friends spherical. I haven’t been capable of independently confirm that; many of the firm’s media protection seems to be written by the founder herself, in shops like Forbes and Entrepreneur or as press releases that obtained syndicated throughout the net. Nonetheless, the deck was attention-grabbing sufficient that I needed to take a more in-depth look.

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Slides on this deck

Pitch decks are rather a lot like relationship: You’ve obtained to strut your stuff to persuade traders that you just’re the right match, worthy of hundreds of thousands to develop and flourish. They should know that regardless of any bumps within the street, you’re the dream crew with whom they will navigate by means of something.

The pitch deck ought to promote your crew and your resolution, not simply the product. That is the place RAW’s pitch deck swipes left fairly laborious. As a substitute of showcasing the good crew poised to dominate a booming market and create a great deal of blissful matches, the pitch deck looks like it’s attempting to get traders to obtain the app, not make investments cash within the firm.

Due to this misguided focus, the deck is a scorching mess. The answer exhibits up earlier than the issue, and the issue isn’t even clearly acknowledged till slide 11 (there are solely 18 slides complete). The corporate tells me it submitted the deck precisely as pitched. Right here’s what is roofed:

1. Cowl slide
2. Product
3. Worth proposition
4. Function
5. Function 2
6. Function 3
7. Goal market
8. Worth proposition 2
9. Worth proposition 3
10. Resolution
11. Drawback
12. Drawback 2
13. Drawback 3
14. Competitors
15. Ask and use of funds
16. Slide 16
17. Crew
18. Closing slide

Three issues to like about RAW’s pitch deck

I’ve already griped concerning the deck’s weird order: The issue and resolution slides ought to be main the cost, not trailing close to the top. However, hey, credit score the place it’s due: While you lastly do come across them, there are some shiny spots.

A transparent resolution slide

RAW’s resolution slide is refreshingly clear, providing a concise assertion that hints on the revolutionary options that set the app aside. The teasers embedded throughout the slide successfully outline the answer, giving a snapshot of how RAW addresses the important thing ache factors of on-line relationship. It’s a pleasant change of tempo, offering simply sufficient data to pique curiosity with out being too overwhelming.

It’s good that this slide doesn’t overlap with the product particulars. After wading by means of numerous slides that learn like a consumer guide, it’s a aid to see a targeted resolution assertion. The relentless product pitch is paused right here, permitting the answer to shine by itself deserves.

Nevertheless, I received’t get too carried away with the reward right here. Whereas the answer is well-articulated, it falls quick. Claiming to resolve “most” relationship app issues appears like a cop-out. Buyers need to see confidence and ambition; inform them RAW solves all relationship app issues. This isn’t the place to hedge your bets or fear about overselling; it’s about convincing traders that your resolution is complete and unbeatable. Promote them the dream, not only a Band-Support.

Yep, that’s an issue all proper

Whereas it’s completely ludicrous that we needed to wade by means of 10 slides to lastly hit an issue assertion, I’ll begrudgingly admit it’s not a horrible drawback slide. Positive, there’s all the time room to enhance, however I’ll take hard-hitting numbers over wishy-washy “we’re making the world a greater place” junk any day of the week. The statistics do an honest job of highlighting a obvious situation within the relationship app world, I’ll give RAW that. Nevertheless, a sprinkle of credibility wouldn’t harm. Citing sources for these stats might have remodeled skepticism into belief.

Concentrating on the goal

A target market is meant to be an important a part of the pitch deck, and though this reads slightly awkwardly, it does present that the crew behind RAW has an honest grasp of their goal demographics. Nevertheless, “Girls age 21-27” appears slightly arbitrary and needlessly slender — why not simply “folks of their 20s”? But it surely’s refreshing to have this degree of readability.

We get a way of who RAW is aiming for and a obscure concept of their socioeconomic standing. Nevertheless, saying “giant U.S. cities” is like throwing a dart at a map. It’s higher to be particular. Identify the cities. Present you’ve performed your homework and know precisely the place your prime customers reside.

And people cutesy advertising and marketing phrases like “rawmantics”? They may fly in a user-facing marketing campaign, however right here it is advisable to persuade hardened traders. Ditch the fluff and display you already know who you’re concentrating on with concrete, data-backed personas. Buyers need to see you have got a transparent, strategic method, not only a intelligent play on phrases.

Three issues that RAW might have improved

I’ll be trustworthy, there’s rather a lot lacking from this deck that basically shouldn’t have been neglected. From the figures I can see on the included slides, there’s no method I could make an affordable judgment as as to whether RAW is venture-scale, apart from a intestine intuition that relationship apps are scorching property. RAW hasn’t introduced any market dimension knowledge, there’s no go-to-market technique, and there’s a obvious gap across the enterprise mannequin and pricing. How precisely does this founding crew envision making a living?

• Market dimension knowledge is essential. Buyers must know the potential for progress and the way large the chance actually is. With out this, it’s not possible to gauge whether or not RAW can seize a good portion of the market. Present detailed analysis, statistics and projections to again up your claims to point out that there’s a considerable market ripe for disruption.

• The go-to-market technique is lacking. How do you propose to draw customers? What’s your advertising and marketing plan? Are there partnerships within the pipeline? Buyers must see a transparent path to consumer acquisition and progress. Lay out your methods, goal channels, and anticipated milestones. That is important for demonstrating that you’ve got a sensible and efficient plan to scale.

• There’s no enterprise mannequin or pricing. How do you earn cash? Subscription charges? In-app purchases? Adverts? It is a elementary query that wants a transparent reply. Define your income streams, pricing technique, and the way you propose to transform customers into paying clients. This readability is important for traders to grasp the monetary viability and long-term potential of RAW.

All that apart, there are some particular slides within the deck that would profit from revision and enchancment. Let’s give them a mild ribbing and see how we might have turned this deck into one thing that really dazzles.

That’s not competitors …

All proper, founders, let’s discuss your aggressive slide, or moderately, this dangerous excuse for one. It’s so dangerous, in reality, that if I had been contemplating to take a position on this startup, I’d ship them away and ask them to make an actual competitors slide.

In a hotly contested market like on-line relationship, you want a strong aggressive slide to point out you’ve obtained a deal with on who you’re up towards, and what your aggressive benefit and differentiation is. Right here’s why a aggressive slide is essential: Buyers need to see that you just perceive the battlefield. They should know you’re not simply conscious of the competitors however that you just’ve performed your homework and may outmaneuver them. Who’s the competitors? Coloured packing containers numbered 1 to three don’t lower it. Anybody who has a pulse and has been single previously decade can identify anyplace between one and 15 opponents off the highest of their heads.

You must display rock-solid information of the sphere the place you use. Present traders you grasp the panorama inside out and again to entrance and that nothing occurring on this house escapes your discover. This slide, sadly, doesn’t give me that confidence.

What number of opponents does RAW have? You want specifics. Whereas your opponents may not provide what RAW does, do they supply any options RAW doesn’t? What’s the worth comparability? Who do these completely different relationship apps enchantment to? And let’s not neglect: Relationship apps depend on folks. It’s a numbers sport. In the event you solely have a handful of customers, making significant matches goes to be powerful. Buyers must see you’re not simply one other face within the crowd; you’re the one who stands out and is aware of precisely why you’re higher. So, let’s see that aggressive evaluation beefed up with actual knowledge, insights, and a transparent image of the place RAW suits on this crowded market.

Good day, thriller slide!

OK, let’s dive into the enigma that’s slide 16. You’ll discover I’ve simply referred to this one as “slide 16.” Is it a traction slide? Perhaps. Maybe it’s a projected progress slide? I don’t know. May it’s a mix of each, forming a now-and-next slide? Is it displaying traction from the previous or projections into the long run? It’s all attainable, however I simply don’t know.

First off, the slide itself doesn’t have a title. Whereas not all decks title their slides, they’re helpful. A title would give a touch about what we’re right here. As a substitute, we get a thriller field of data with no context. It’s like attempting to learn a map with no legend. Assist me out right here.

There aren’t any labels on the graph’s axes aside from months. Which years are these months from? Is it displaying July 2023 to Could 2024? Or perhaps even July 2024 to Could 2025? The corporate launched in 2023 (it says so on slide 2), so I’m guessing the previous, however I can’t make sure. Are these month-to-month lively consumer numbers displaying precise progress? During which case, they need to be charted correctly on the graph. Or are they progress projections? And even when they’re projections, they need to be laid out with conviction. Give me clear, labeled axes and a timeline that is sensible.

If these are precise consumer numbers, they’re presumably bringing some income with them. And seeing as income is one of the best type of traction, present me the cash! How a lot income are we speaking about right here? Buyers must see the monetary affect, not simply ambiguous traces on a graph. Actually, so far as graphs go, this one is verging on ineffective. Make clear your knowledge, label your axes, and ensure this slide conveys a transparent, impactful message.

We obtained 99 issues, and the pitch is one

Three drawback slides on this deck is totally overkill — particularly as a result of the crew is utilizing three slides to hammer residence the identical level in barely other ways. Only one concise slide will do: “Relationship apps make it more durable, not simpler, to seek out real love.” Then run down the statistics that RAW has placed on the primary drawback slide (and double-check that $638.8 million determine — it seems to be like somebody obtained a bit too inventive with their decimal factors). And the second drawback slide is simply litter.

Are these statements on the second drawback slide actual findings from RAW’s analysis? Or are they made up? In the event that they’re fabricated, why hassle together with them? The primary slide’s chilly, laborious statistics cowl the identical floor. Buyers love statistics, particularly in the event that they’re primarily based on strong analysis. There’s no must go over previous floor. Hold it contemporary; preserve it full of life. Don’t waste invaluable deck actual property.

Now, about these issues. Sure, ghosting is an issue, however you possibly can’t make folks cease ghosting. Human habits isn’t one thing you possibly can management with an app characteristic. And sure, scamming is an issue, however scams prey on susceptible folks searching for love. Actual photographs are simply a part of the answer. Have you ever seen the “Tinder Swindler”? It’s a jungle on the market.

Lastly, I’m taking situation with maybe a barely obscure a part of the deck: The crew says “actual photographs” and “no Photoshop,” however the majority of the photographs on this deck appear like they’ve been plucked from a high-end studio, with a little bit of Photoshop magic. Actually, a lot of them are inventory photographs. After you’ve clicked by means of the deck, you’ll acknowledge Man with Pink Tank Prime, Considerate Man with Guitar, Selfie of Couple in New York Park, and doubtless a number of others, too.

I’m not saying you possibly can’t use inventory photographs in pitch decks, however on this case, the place the corporate is touting real interactions that begin with real photographs, it’s slightly off-putting.

General, I’m caught: I can’t get to the idea that this product is an actual resolution to the issues the corporate outlines, and I discover myself with a want: Present me how RAW tangibly addresses these points with extra than simply hopes, desires and good intentions — ideally with a strong enterprise mannequin beneath all of that.

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