The rideshare unicorn’s first PowerPoint has many clues for pitching in an unstable economic system.

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Twenty-five PowerPoint slides had been all it took to land its preliminary $200,000 funding in 2008. Quick ahead a decade, and the rideshare firm’s ended day one with an $81 billion valuation even after years of PR disasters and scandals. So what the heck was in that deck, anyway?

Co-founder Garrett Camp truly posted it here. He and  pitched a very new idea throughout an enormous monetary droop, a time when even the savviest traders may need been leery of trusting new . The pitch was so good it labored anyway.

For those who’re mustering up the braveness to go after funding in a shaky , tight positioning is a surefire confidence booster. Listed here are 5 nuances from Uber’s deck it’s possible you’ll wish to steal earlier than your subsequent pitch.

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1. Prioritize concepts over design

Uber’s pitch deck is about as primary because it will get with regard to design. The founders didn’t depend on particular fonts or jazzy animations; they prevented making an attempt to look fancy and solely used primary graphics and bullet factors in black font on a white background.

We predict we have to impress traders with extremely branded supplies or good web sites. However generally, this isn’t true; enterprise capitalists wish to get to the meat of an as rapidly as doable. By holding it easy and driving house ideas — pun supposed! — Uber was in a position to focus consideration on essentially the most compelling a part of its pitch: A chance to completely disrupt the cab business.

2. Make knowledgeable predictions concerning the future

Uber thought its major promoting level was as a rideshare app with luxurious automobiles for American professionals. The true innovation and supreme motive for its success was the thought of an app for a cab with further reliability. The unique distinctive promoting proposition given to traders turned out to be false.

However traders know that no one can precisely predict the long run. Camp and Kalanick used this to as a substitute paint an image of a possible future, pointing to alternatives just like the complexity of taxicab medallions as a chance to innovate. Taking a look at their pitch deck now, with the advantage of hindsight, you possibly can nonetheless clearly see how any of those prospects may have come true. 

The facility of Camp and Kalanick’s pitch deck wasn’t in accuracy — it was of their imaginative and prescient, and the way they managed to steer traders to see the long run the way in which they did.

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3. Present a practical worst-case state of affairs

In a recession, traders are cautious of blue-sky forecasts. Kalanick and Camp used their creativeness to attract traders in with the chances, they usually knew traders had been in all probability guarding their checkbooks within the wake of a mortgage disaster. 

The founders laid out what they noticed because the worst-case state of affairs, then outlined their progress-to-date to make their pitch really feel like a no brainer.

4. Hitch a experience on different profitable applied sciences

It’s bizarre to do not forget that smartphones had been solely simply turning into standard in 2008. Again then, smartphones had been solely 22% of handheld phone sales, whereas at the moment over 70% of the U.S. grownup inhabitants makes use of a smartphone. 

Uber noticed smartphones had been the way in which ahead. Camp and Kalanick pitched not solely the cab service, but additionally how it could work as an app, utilizing that as a core promoting level.

As smartphones rose in reputation and engulfed households, ordering an Uber turned more and more normalized, permitting the startup to place itself on the entrance of the pack and seize market share.

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5. Know your opponents in and out

I discussed cabs earlier, however let’s be clear: Uber’s pitch deck tore each taxicabs and limousines to shreds. The founders plotted out competitor weaknesses not solely concerning client views but additionally the business’s worker and labor challenges.

By demonstrating an anatomical data of their opponents’ make-up, Kalanick and Camp had been in a position to persuade traders that Uber — or some type of it as an concept — had what it took to seize a big proportion of the market, even throughout a recession.

Ultimate takeaways

Pitching to traders can at all times provide the heebie-jeebies. However whenever you’ve achieved the work to place your provide nicely, traders and enterprise capitalists will see that and take motion once they see alternative. As a substitute of letting a rocky economic system rattle your hopes and desires, use this time to recession-proof your pitch — then go after your future with every thing you’ve bought.