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

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

The corporate’s workforce claims it raised a $3 million family and friends spherical. I haven’t been capable of independently confirm that; a lot of the firm’s media protection seems to be written by the founder herself, in retailers like Forbes and Entrepreneur or as press releases that acquired 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 courting: You’ve acquired to strut your stuff to persuade buyers that you just’re the proper match, worthy of tens of millions to develop and flourish. They should know that regardless of any bumps within the street, you’re the dream workforce with whom they will navigate by something.

The pitch deck ought to promote your workforce and your answer, not simply the product. That is the place RAW’s pitch deck swipes left fairly exhausting. As a substitute of showcasing the good workforce poised to dominate a booming market and create a great deal of completely satisfied matches, the pitch deck looks as if it’s making an attempt to get buyers to obtain the app, not make investments cash within the firm.

Due to this misguided focus, the deck is a sizzling 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. Characteristic
5. Characteristic 2
6. Characteristic 3
7. Goal market
8. Worth proposition 2
9. Worth proposition 3
10. Resolution
11. Downside
12. Downside 2
13. Downside 3
14. Competitors
15. Ask and use of funds
16. Slide 16
17. Staff
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 answer slides must be main the cost, not trailing close to the tip. However, hey, credit score the place it’s due: While you lastly do come upon them, there are some brilliant spots.

A transparent answer slide

RAW’s answer slide is refreshingly clear, providing a concise assertion that hints on the revolutionary options that set the app aside. The teasers embedded inside the slide successfully outline the answer, giving a snapshot of how RAW addresses the important thing ache factors of on-line courting. 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 numerous slides that learn like a consumer handbook, it’s a reduction to see a centered answer 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” courting app issues seems like a cop-out. Buyers need to see confidence and ambition; inform them RAW solves all courting app issues. This isn’t the place to hedge your bets or fear about overselling; it’s about convincing buyers that your answer 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 10 slides to lastly hit an issue assertion, I’ll begrudgingly admit it’s not a horrible drawback slide. Certain, there’s at all times 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 evident problem within the courting 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.

Focusing 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 workforce behind RAW has an honest grasp of their goal demographics. Nevertheless, “Girls age 21-27” appears slightly arbitrary and needlessly slender — why not simply “individuals of their 20s”? Nevertheless it’s refreshing to have this stage of readability.

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

And people cutesy advertising phrases like “rawmantics”? They may fly in a user-facing marketing campaign, however right here you have to persuade hardened buyers. Ditch the fluff and show you already know who you’re focusing on with concrete, data-backed personas. Buyers need to see you’ve 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 actually 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 courting apps are sizzling property. RAW hasn’t introduced any market measurement knowledge, there’s no go-to-market technique, and there’s a evident gap across the enterprise mannequin and pricing. How precisely does this founding workforce envision creating wealth?

• Market measurement knowledge is essential. Buyers have to know the potential for progress and the way huge the chance actually is. With out this, it’s unattainable 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 intend to draw customers? What’s your advertising plan? Are there partnerships within the pipeline? Buyers have to 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 practical and efficient plan to scale.

• There’s no enterprise mannequin or pricing. How do you generate profits? 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 intend to transform customers into paying prospects. This readability is important for buyers to know the monetary viability and long-term potential of RAW.

All that apart, there are some particular slides within the deck that might 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 actually dazzles.

That’s not competitors …

All proper, founders, let’s discuss your aggressive slide, or relatively, this unhealthy excuse for one. It’s so unhealthy, the truth is, 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 courting, you want a strong aggressive slide to point out you’ve acquired a deal with on who you’re up in opposition to, 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 finished your homework and might outmaneuver them. Who’s the competitors? Coloured containers numbered 1 to three don’t minimize it. Anybody who has a pulse and has been single prior to now decade can title anyplace between one and 15 opponents off the highest of their heads.

You might want to show rock-solid data of the sphere the place you use. Present buyers you grasp the panorama inside out and again to entrance and that nothing taking place on this area 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 supply what RAW does, do they supply any options RAW doesn’t? What’s the value comparability? Who do these completely different courting apps enchantment to? And let’s not neglect: Relationship apps depend on individuals. It’s a numbers sport. If you happen to solely have a handful of customers, making significant matches goes to be robust. Buyers have to 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 matches on this crowded market.

Hi there, 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? Possibly. Maybe it’s a projected progress slide? I don’t know. May or not it’s a mix of each, forming a now-and-next slide? Is it displaying traction from the previous or projections into the longer term? It’s all doable, 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 knowledge with no context. It’s like making an attempt to learn a map with no legend. Assist me out right here.

There are not any labels on the graph’s axes aside from months. Which years are these months from? Is it displaying July 2023 to Might 2024? Or perhaps even July 2024 to Might 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? Through 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 the perfect type of traction, present me the cash! How a lot income are we speaking about right here? Buyers have to see the monetary affect, not simply ambiguous strains 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 acquired 99 issues, and the pitch is one

Three drawback slides on this deck is totally overkill — particularly as a result of the workforce is utilizing three slides to hammer residence the identical level in barely alternative ways. Only one concise slide will do: “Relationship apps make it more durable, not simpler, to search 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 acquired 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 trouble together with them? The primary slide’s chilly, exhausting statistics cowl the identical floor. Buyers love statistics, particularly in the event that they’re based mostly on strong analysis. There’s no have to go over outdated floor. Preserve it contemporary; hold it vigorous. Don’t waste priceless deck actual property.

Now, about these issues. Sure, ghosting is an issue, however you’ll be able to’t make individuals cease ghosting. Human habits isn’t one thing you’ll be able to management with an app characteristic. And sure, scamming is an issue, however scams prey on weak individuals on the lookout 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 problem with maybe a barely obscure a part of the deck: The workforce says “actual photographs” and “no Photoshop,” however the majority of the photographs on this deck seem like they’ve been plucked from a high-end studio, with a little bit of Photoshop magic. Actually, lots of them are inventory photographs. After you’ve clicked by the deck, you’ll acknowledge Man with Pink Tank High, Considerate Man with Guitar, Selfie of Couple in New York Park, and doubtless a number of others, too.

I’m not saying you’ll be able to’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 assumption that this product is an actual answer 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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