Sequoia
“deck”
framework
Part
of
Hekovnik
Toolbox
@hekovnik
/
@filipdobranic
h3p://www.sequoiacap.com/ideas

PURPOSE
PROBLEM + SOLUTION
TEAM + PRODUCT + MARKET +
FINANCIALS
Bird-eye view

This
is
not
just
a
piece
of
paper
Elements
of
sustainable
companies
Clarity
of
Purpose
Large
Markets
Rich
Customers
Focus
Pain
Killers
Think
Differently
Team
DNA
Agility
Frugality
Inferno

1.
Company
Purpose
• Define
the
company/business
in
a
single
declaraNve
sentence
• Vision
• Mission
• Values

2.
Problem
Describe
the
pain
of
the
customer
(or
the
customer’s
customer).
Outline
how
the
customer
addresses
the
issue
today.
Explicitly
state
your
value
proposiNon!
[fabulousness]

3.
SoluHon
• Demonstrate
your
company’s
value
proposiNon
to
make
the
customer’s
life
beVer.
• Show
where
your
product
physically
sits.
• Provide
use
cases.

4.
Why
Now
• Set-­‐up
the
historical
evoluNon
of
your
category.
• Define
recent
trends
that
make
your
soluNon
possible.

5.
Market
Size
• IdenNfy/profile
the
customer
you
cater
to.
• Calculate
the
TAM
(top
down),
SAM
(boVoms
up)
and
SOM.

6.
CompeHHon
• List
compeNtors
• List
compeNNve
advantages

7.
Product
• Product
line-­‐up
(form
factor,
funcNonality,
features,
architecture,
intellectual
property).
• Development
roadmap.

8.
Business
Model
• Revenue
model
• Pricing
• Average
account
size
and/or
lifeNme
value
• Sales
&
distribuNon
model
• Customer/pipeline
list
• [awesomeness]

9.
Team
• Founders
&
Management
• Board
of
Directors/Board
of
Advisors

10.
Financials
• P&L
• Balance
sheet
• Cash
flow
• CapitalizaNon
table
• The
deal

Workshop