In this part 3 of three part series delivered by PhoenixGMN consultant Navin Arora, the audience is presented with very practical advice about how to approach angels for funding using pitched and business plans. What is a good pitch and business plan. etc.

1. Practical Funding And
Pitch Advice for App
Startups And
Entrepreneurs
PhoenixGMN.com - Award Winning App Studio - 80+ Apps in App Stores
Creator of Appsjunction.net - A Revolutionary
Crowd Funding and Freelancers Platform
Mobile Apps Portfolio – SuperHitApps.com

2. Part
01
How to proceed with an
idea
Part
02
App Marketing – Buzz &
Promotions
Part
03
Funding for App
Entrepreneurs
By Navin Arora
Mobile Apps Consultant
Top Projects – Nectar App, Argos iPhone & iPad Apps, Barclays Pingit

3. In a perfect (dream?) world...

4. Funding for Apps!
If someone says -
I have an idea and a painting
(equivalent to wireframe) of a
chicken farm in scottish
highlands. I need someone to buy
me the land (investor) and
someone to farm it (developer)
for me.
1. Wireframes and MVP usually only get
funding if you have been a millionaire
entrepreneur before and committing your
own money in idea. Just like buying a new
farm on mortgage.
2. Or join an incubator, polish it up, launch
and show traction
Would you invest in it?

5. Funding for Apps!
Startup Facts
Just an ”idea” is worth nothing. Equity
in an idea is no good for investors or app
developers. 99.99% App Developers don’t
work for free. MVP rarely gets funding
(explained later) 3.5m+ apps on itunes
appstore. All started with a great idea
Very few make decent recurring enough
profit to present to Angels.
1. Experienced team
2. Traction & IP protection
3. Real market problem solved
4. Founder’s own money in it
5. Numbers should match
6. Competition research done
7. Entrepreneurs who are not at
beginner level – don’t need much
schooling.
Investors look for?

6. Got an Idea? What next..
1. Make App Requirements document with user journey steps – its your responsibility not the
geek’s. Spend good time on this Key document
2. Prepare Wireframes & Graphic Designs – Google free tools like ”Justinmind”, ”Axure”,
”Balsamiq”, ”Moqups” etc !
3. Get quotes from iPhone/Android Freelancer + Web Services Freelancer to build an MVP - an
iOS Dev is not a tech cofounder or CTO. Arrange for initial funds from savings, friends Or
family, crowd funding sites, cheap bank loans etc
4. Sort out at least a VPS Linux Apache Server for Web Services & DB server . No server = No
From idea to funding – PhoenixGMN can help at every step

7. Got an Idea? What next..
5. Create a company with legal help, then Register it with app stores
6. Launch MVP as beta launch – use launching site- use SMM- get feedback
7. Fix feedback –> launch public –> market well -> wait for some traction-> find experienced
cofounder who knows business execution & investment -> make business plans -> join
incubators or approach angels.
From idea to funding – PhoenixGMN can help at every step

8. Got an Idea? What next..
1. mbuckworth@buckworthsolicitors.co.uk - a very supportive law firm for SMEs – comes highly
recommended
2. http://bit.ly/NDA_article - Download a free NDA via this link.
3. william.robins@keystonelaw.co.uk - Affordable for SMEs
4. http://www.bootlaw.com/ - Lawyers for Startups, helping with legal issues and possibly
investments etc managed by bvitou@winston.com , dbaillieu@winston.com
5. http://www.taylorwessing.com/twtechfocus/ - Free Legal Documents
Legal Help - Affordable for SMEs and Startups

9. App Launch Sites- spread the word..
1. http://whemsy.com
2. http://streetscoutapp.com/
3. http://seesnap.co.uk/
4. http://www.tonightapp.com/
5. http://uinterestme.com/
6. http://PoshCrowd.com
AppsJunction Members launch site examples

10. Business Plans & Pitches..
1. What makes you different?
2. Who is the competition?
3. How will you make money?
4. What do you want?
5. Why should we believe you?
N.B. If you are asked one of these questions
Top Investor Questions after seeing your Pitch/Business Plan

11. Business Plans & Pitches..
How to Put the pitch together
Brainstorm Select and reject Structure Produce visual aids
and support
“Start with the brainstorm not PowerPoint !!”

12. Business Plans & Pitches..
Pitch - Brain Storm
For each theme / key area, brainstorm everything you could include
1. Identified gap, problem or opportunity – Research? Market definition? Competition? Target
market? What is the problem / need?
2. Your solution – What are you selling? Why does it work? What makes you different / unique?
How do you win Vs competition?
3. How you’ll make money – Income streams, business model
4. Why anyone should work with you – Your research? PHD? Serial entrepreneur? Case

13. Business Plans & Pitches..
Structure The Pitch
Every pitch should have
1. An introduction
2. A main body covering the 5 themes
3. A summary

14. Business Plans & Pitches..
Structure The Pitch
For each of the 5 key themes, what are the 2 or 3 key points?
1. Market Gap?
2. Your Solution?
3. Make Money?
4. Why You?
5. What do You Want?

15. Business Plans & Pitches..
Pitch - Introduction
Over your title slide – name and company
Do
1. Introduce yourself
2. Tell them what you want and what you
will talk about
3. Make your presence felt
Don’t
1. Crack a joke, ask a question
2. Never apologise

16. Business Plans & Pitches..
Pitch - Summary
Over the summary and action slide
1. Summarise your key messages
2. Stress what you are looking for
3. Thank them for listening
4. Take any questions

17. Business Plans & Pitches..
Pitch - Summary so far
● Everyone is nervous – practice it before
● You have 3 minutes
○ To make an impact
○ To get your message across
○ and make them want to talk further!
● Restrict your content to short, motivating messages!

18. Business Plans & Pitches..
A Good Executive Summary Content
1. Punch line – 1 line USP
2. Company/Concept Introduction
3. The Opportunity – market size, competitive advantage, business model
4. Company Milestones – previous funding, orders, MOUs
5. Marketing/Execution Plan, SWOT analyses.
6. Management Team – short but smart into

19. More Resources..
Google about fundraising and prepare better
1. Blog post A fundraising Survival Guide from Paul Graham as its quite relevant
2. Mark Suster makes some sound observations around building relationships and continuing
a dialogue with investors in his blog “Lines not Dots” found -
http://www.bothsidesofthetable.com/
3. How to Pitch to an Investor by Simon Devonshire

20. Venture Capital Houses..
1. MMC Ventures
2. Dawn Capital
3. Eden Ventures
4. Spark Ventures
5. YFM Group
6. Solon Ventures
7. Pro-Founder Capital
8. Bridge Ventures
9. Albion Ventures
10.Passion Capital
11.Index Ventures
12.Accel
13.DN Capital
14.Balderton
15.Wellington Partners
16.Advent Ventures
17.Pentech Ventures
18.Greylock Europe
19.Piton Capital

21. Angel Networks / Angel funds..
1. British Business Angels Association
2. OION
3. Cambridge Angels
4. Envestors
5. London Business Angels
6. Robin Klein
7. Wren Capital
8. EC1 Capital
9. Angel List
10.www.angelcofund.com - The fund is able to make initial equity investments of between £100k
and £1m in to SMEs alongside syndicates of business angels

22. Incubators Or Accelerators..
1. Springboard
2. Seed Camp
3. Oxygen
4. Innovation Warehouse
5. Wayra
6. Entrepreneurial Spark
7. Rainmaking Loft
8. TechStars London & Microsoft Ventures

23. Other Funding Sources/Grants..
1. The Technology Strategy Board
2. European Framework Grants
3. PERA
4. Big Venture Challenge
For a comprehensive list of Grants & Funders please visit www.bvca.co.uk
Crowd Funding Platforms
● Indiegogo.com
● Appsjunction.net
Freelancer Platforms
● Elance, oDesk, Freelancer
● Appsjunction.net

24. Financiers to close complex deals..
1. Simon Carmichael – Torch Partners
2. Matthew Byatt – Beanstalk Management
3. Stuart McKnight – Ascendant Corporate Finance
4. Frank Schmitt – GP Bullhound
5. Garth Shephard – Opus Corporate Finance
6. James Thomas – Icon Corporate Finance
7. Martin Fiennes – Gatehouse Capital

25. Have an App Idea? Need a Quote?
PhoenixGMN.com - Your Friendly App Development Partner and Adviser
1. MVP/Prototypes from £1500*
2. App UX design from £400
3. Explainer Videos from £500
4. App Promotion & PR Packages from £500
5. Great Quality Business Plan from £300
6. App Launch websites from £300
7. 2nd OS App for 50% cost of first OS App
Note: *Depending on specs MVP can cost from £1500-£10000
PhoenixGMN.com - Your Friendly App Development Partner and Adviser

26. Have an App Idea? Need Advice?
PhoenixGMN.com - Your Friendly App Development Partner and Adviser
Please go through “How to go about an App Idea guide”
Google “PhoenixGMN slideshare guide”
http://www.slideshare.net/phoenixgmn/phoenixgmn-how-to-go-about-an-app-idea-guide
Feedback: "There is good advice in here. We've spent 6 months building an app and have made
many (expensive) mistakes. It's hard to find resources that you should listen to and follow. This one
is 90% bang on." - Alex Powell

27. Contact & Feedback
Is your app idea worth it? Then contact us…
Help, Advice & Complete Support for App Startups
Appsjunction.net – crowd funding & freelance projects platform
+44(0)2030048655 PhoenixGMN
info@phoenixgmn.com @PhoenixGMN
Flagship Portal: www.PhoenixGMN.com
Apps: crushontube, loveinlondon, LondonTravelPlanner & many more…
Apps Portfolio: www.superhitapps.com
Our Mantra: The difficult, we do immediately.. Impossible just takes a little longer...