# Pitch Craft

> Guides creating a Sequoia-style 12-slide pitch deck with slide-by-slide instructions, storytelling principles, and 30 anticipated VC questions with answer strategies.

- Skill: `moonklabs/pitch-craft` (Agent Skill)
- Install (CLI): `npx skillmds add moonklabs/pitch-craft`
- Raw SKILL.md: https://api.skillmd.com/api/skills/moonklabs/pitch-craft/raw
- Safety review: PASS (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Docs & Writing, Presentations
- Tags: Pitch Deck, Presentation, Sequoia, Startup, Storytelling, Venture Capital
- Author: moonklabs (https://skillmd.com/u/moonklabs)
- Updated: 2026-08-22
- Page: https://skillmd.com/skills/moonklabs/pitch-craft

---


# Pitch Craft

Sequoia-style 12-slide pitch deck structure, slide-by-slide writing guide, storytelling principles, 30 anticipated VC questions with answer strategies.

## How It Works

```
┌─────────────────────────────────────────────────────────────────┐
│                      PITCH CRAFT                                 │
├─────────────────────────────────────────────────────────────────┤
│  Guidance Provided                                              │
│  ✓ Sequoia 12-slide structure                                  │
│  ✓ Slide-by-slide writing guide (Do/Don't)                     │
│  ✓ Storytelling principles (Hero's Journey)                    │
│  ✓ 30 anticipated VC questions + answer strategies             │
│  ✓ Design principles & anti-patterns                           │
└─────────────────────────────────────────────────────────────────┘
```

---

## Sequoia 12-Slide Structure

### Slide 1: Cover

**Purpose:** First impression, branding

**Include:**
- Company name, logo
- Tagline (one line: what does your company do?)
- Contact info

**Example:**
```
[Logo]
Stripe
Payment infrastructure for the internet
founders@stripe.com
```

**Do:**
- Concise, clear tagline
- Professional design
- Include contact info

**Don't:**
- List buzzwords in tagline
- Complex graphics
- Excessive information

---

### Slide 2: Problem

**Purpose:** VC understands "why does this matter?"

**Include:**
- 3 key pain points
- Limitations of current solutions
- Market size hint

**Storytelling Structure:**
```
"Currently, [target customer] suffers from [problem].
This results in [cost/time/opportunity loss].
Existing solutions ([competitors]) are insufficient because [limitations]."
```

**Do:**
- Be specific and quantifiable about problems
- Clearly define target customer
- Use data to prove problem scale

**Don't:**
- List too many problems
- Use abstract problems ("inefficient")
- Over-criticize competitors

---

### Slide 3: Solution

**Purpose:** How product solves the problem

**Include:**
- Product screenshots (actual product)
- 3 key features
- "Before vs After" comparison

**Storytelling Structure:**
```
"[Product Name] is [core value proposition].
We solve [problem] through [method]."
```

**Do:**
- Use real product screenshots (not mockups)
- Only key features (3 max)
- Explain from customer perspective

**Don't:**
- List every feature
- Use excessive technical jargon
- Use abstract descriptions

---

### Slide 4: Market Opportunity

**Purpose:** Prove TAM is large enough

**Include:**
- TAM / SAM / SOM
- At least 2 of 3 methodologies
- Growth rate & trends

**Recommended Format:**
```
TAM: $10B (Total Addressable Market)
SAM: $2B (Serviceable Available Market)
SOM: $200M (Serviceable Obtainable Market, 5-year)

Methodologies: Bottom-up + Value Theory
```

**Do:**
- Conservative estimates (no exaggeration)
- Show calculation process clearly
- Use growth trend data

**Don't:**
- Use only top-down (low credibility)
- Exaggerate with "trillion-dollar" TAM
- Skip methodology explanation

---

### Slide 5: Product

**Purpose:** Demonstrate how product works

**Include:**
- Customer flow (3-5 steps)
- Key screen screenshots
- Highlight "Aha moment"

**Storytelling Structure:**
```
User journey:
1. [Problem occurs]
2. [Use our product]
3. [Get immediate value]
```

**Do:**
- Show real usage scenario
- Simple flow (not complex)
- From customer perspective

**Don't:**
- Explain technical architecture
- Show every feature
- Just list UI elements

---

### Slide 6: Traction

**Purpose:** Prove "this actually works"

**Include:**
- Growth graph of key metrics
- Customer logos (well-known customers)
- Key milestones

**Recommended Metrics by Stage:**

**Pre-seed/Seed:**
- MAU / DAU
- Early customer count
- Customer testimonial quotes

**Series A:**
- MRR / ARR graph (growth curve)
- Customer count & Retention
- NPS or customer satisfaction

**Series B:**
- ARR $1M+
- YoY growth rate 100%+
- CAC / LTV ratio
- Net Revenue Retention

**Do:**
- Clear growth curve
- Metrics appropriate to stage
- Honest data

**Don't:**
- Use vanity metrics
- Hide growth with cumulative data
- Too many metrics (3-4 max)

---

### Slide 7: Business Model

**Purpose:** How we make money

**Include:**
- Revenue structure (subscription, transaction fees, licensing, etc.)
- Pricing (by tier)
- Unit economics (CAC, LTV, Payback)

**Recommended Format:**
```
Revenue Model: SaaS Subscription
Pricing:
  - Starter: $49/mo
  - Pro: $199/mo
  - Enterprise: Custom

Unit Economics:
  - CAC: $500
  - LTV: $3,000
  - LTV:CAC = 6:1
  - Payback: 8 months
```

**Do:**
- Keep structure simple and clear
- Prove unit economics health
- Show position vs benchmarks

**Don't:**
- Use complex pricing structures
- Skip CAC/LTV
- Use theoretical numbers (no actual data)

---

### Slide 8: Competitive Analysis

**Purpose:** Understand competition and clarify differentiation

**Include:**
- 2x2 positioning map
- 3-5 competitors
- Our unique value

**Positioning Map Example:**
```
Y-axis: Enterprise-ready
X-axis: Developer-first

Us: Top right (Developer-first + Enterprise-ready)
Competitor A: Top left
Competitor B: Bottom right
```

**Do:**
- Be honest in competitive assessment
- Clearly articulate differentiation
- Focus on sustainable advantages

**Don't:**
- Say "no competitors"
- Claim top position on all axes
- Underestimate competitors

---

### Slide 9: GTM Strategy

**Purpose:** How we'll scale

**Include:**
- Primary channels (3 max)
- Customer acquisition strategy
- CAC & conversion by channel

**Recommended Format:**
```
Primary: Inbound (SEO, Content)
  - CAC: $200
  - Conversion: 3%

Secondary: Outbound (Sales team)
  - CAC: $800
  - ACV: $5,000

Tertiary: Partnerships
  - 3 strategic partnerships signed
```

**Do:**
- Clearly prioritize channels
- Use actual data (not estimates)
- Show scale plan

**Don't:**
- Plan to do all channels
- Use channels without unit economics
- Depend on "virality"

---

### Slide 10: Team

**Purpose:** Build confidence that this team can execute

**Include:**
- Founders (photo, name, role)
- Relevant experience (domain, tech)
- Key team members (CTO, Head of X)
- Advisors (notable people)

**Key Elements to Highlight:**
- Domain expertise
- Previous founder experience
- Top-tier company experience
- Education (Stanford, MIT, etc.)

**Do:**
- One-liner on each person's key credential
- Prove team completeness
- Use professional photos

**Don't:**
- Include too many people (key only)
- List irrelevant experience
- Show incomplete team (critical roles open)

---

### Slide 11: Financial Projections

**Purpose:** Prove realistic growth plan

**Include:**
- 3-5 year financials (revenue, costs, P&L)
- Key assumptions
- 3-scenario summary (Base/Bull/Bear)

**Recommended Format:**
```
         2025   2026   2027   2028   2029
Revenue  $500K  $2M    $6M    $15M   $35M
COGS     $100K  $400K  $1.2M  $3M    $7M
S&M      $200K  $800K  $2.4M  $6M    $14M
R&D      $150K  $600K  $1.8M  $4.5M  $10.5M
G&A      $50K   $200K  $600K  $1.5M  $3.5M
-----------------------------------------
EBITDA   $0     $0     $0     $0     $0
```

**Do:**
- Use realistic growth rates (SaaS: 2-3x YoY)
- State key assumptions
- Show break-even timing

**Don't:**
- Use hockey stick without justification
- Omit cost structure
- Over-optimize (too rosy)

---

### Slide 12: Investment Proposal (The Ask)

**Purpose:** Clear request and use of funds

**Include:**
- Fundraising amount
- Dilution (optional)
- Use of funds plan
- Milestones (18-24 months)

**Recommended Format:**
```
Raising: $3M Series A
Use of Funds:
  - Engineering (50%): Hire 5 engineers
  - Sales & Marketing (30%): GTM expansion
  - Operations (20%): Infrastructure, operations

18-month Milestones:
  - $1M ARR
  - 50 enterprise customers
  - Product-market fit in 2 verticals
```

**Do:**
- Be specific on amount
- Have concrete use plan
- Set measurable milestones

**Don't:**
- Say "flexible" on amount
- Have vague uses
- Set unrealistic milestones

---

## Storytelling Principles

### Hero's Journey Structure

```
Act 1: Setup (Slides 1-3)
  - Hero: Target customer
  - Ordinary world: Current situation
  - Call to Adventure: Problem emerges

Act 2: Confrontation (Slides 4-8)
  - Trials: Existing solutions fail
  - Helper: Our product
  - Proof: Traction, customer success

Act 3: Resolution (Slides 9-12)
  - Plan: GTM, financials
  - Team: People who can execute this
  - Call to Action: Investment ask
```

### Narrative Flow

```
Problem (Why now?)
  ↓
Opportunity (Why this?)
  ↓
Solution (Why us?)
  ↓
Proof (Why believe?)
  ↓
Plan (Why succeed?)
  ↓
Request (Why invest?)
```

---

## 30 Anticipated VC Questions + Answer Strategies

### Market

**Q1: "Is the TAM really that big?"**
Answer Strategy: Cross-validate with 2+ methodologies, emphasize conservative assumptions

**Q2: "Why is this market growing now?"**
Answer Strategy: Present 3 trends (technology, regulation, behavior change)

**Q3: "Why aren't existing players doing this?"**
Answer Strategy: Explain Innovator's Dilemma or technical constraints

**Q4: "Isn't this market too niche?"**
Answer Strategy: Show wedge strategy, expansion path

**Q5: "Isn't competitor X already doing this?"**
Answer Strategy: 3 differentiation points, our unique insight

---

### Product

**Q6: "Is this really 10x better?"**
Answer Strategy: Specific benchmarks, customer quotes

**Q7: "Why will customers switch?"**
Answer Strategy: Prove Switching cost < Value gain

**Q8: "What's on the roadmap?"**
Answer Strategy: Now/Next/Later, customer-driven

**Q9: "Do you have technical defensibility?"**
Answer Strategy: Data, network effects, or "speed is moat"

**Q10: "Could AI replace this?"**
Answer Strategy: How we leverage AI, why AI alone isn't enough

---

### Traction

**Q11: "Why did growth flatten?"**
Answer Strategy: Honestly explain why, show recovery plan

**Q12: "Why is CAC so high?"**
Answer Strategy: Normal for early stage, show improvement path

**Q13: "Why is churn high?"**
Answer Strategy: Cohort improvement trends, pre vs post PMF

**Q14: "Who are your top 3 customers?"**
Answer Strategy: Logos, use cases, ARR

**Q15: "Why did customers sign?"**
Answer Strategy: Customer interview quotes, ROI data

---

### Business Model

**Q16: "Why this pricing?"**
Answer Strategy: Value-based pricing, A/B test results

**Q17: "When do you go enterprise?"**
Answer Strategy: SMB → Mid-market → Enterprise path

**Q18: "When will unit economics be healthy?"**
Answer Strategy: Payback improvement trends, scale effects

**Q19: "Why subscription model?"**
Answer Strategy: Customer lifetime value, predictability

**Q20: "Cross-sell / upsell opportunities?"**
Answer Strategy: Product roadmap, expansion revenue data

---

### Competition

**Q21: "What if [large company] does this?"**
Answer Strategy: Speed, niche focus, large company constraints

**Q22: "Competitor X raised more capital..."**
Answer Strategy: Capital efficiency, our advantages

**Q23: "Is competitive advantage sustainable?"**
Answer Strategy: Network effects, switching costs, brand

**Q24: "M&A risk?"**
Answer Strategy: Integration difficulty, cultural differences

**Q25: "What about price wars?"**
Answer Strategy: Value differentiation, high customer LTV

---

### Team

**Q26: "Why no co-founder?"**
Answer Strategy: Core team completeness, hiring plan

**Q27: "You lack [role] experience?"**
Answer Strategy: Advisors, hiring priorities

**Q28: "What about your previous failed startup?"**
Answer Strategy: What you learned, what's different now

**Q29: "When will you go full-time?"**
Answer Strategy: Runway milestone, risk management

**Q30: "Co-founder equity split?"**
Answer Strategy: Allocation, vesting schedule

---

## Design Principles

### Visual Hierarchy

```
1. One Message Per Slide
   - One key message per slide
   - Title is the message (details in body)

2. Visual > Text
   - Prioritize graphs, charts, images
   - No long paragraphs

3. Consistency
   - Font, color, layout consistency
   - Use templates
```

### Color & Font

```
Color:
  - Primary: Brand color
  - Secondary: Data visualization
  - Accent: Emphasis
  - Max 3-4 colors

Font:
  - Headers: Bold, 32-48pt
  - Body: Regular, 18-24pt
  - Annotations: Light, 14-16pt
  - Sans-serif recommended (readability)
```

### Data Visualization

```
✅ Good Charts:
  - Line chart (growth trends)
  - Bar chart (comparison)
  - Simple pie chart (proportions)

❌ Bad Charts:
  - 3D charts
  - Too many data points
  - Charts without legend
```

---

## Anti-Patterns (What NOT To Do)

### ❌ Text Bomb

Long paragraphs and tiny font on slides
→ VCs won't read it, won't listen to you

### ❌ Template Overuse

Using free pitch deck template as-is
→ VCs have seen hundreds of identical decks, no differentiation

### ❌ Excessive Jargon

"AI-powered blockchain-based quantum..."
→ VCs care about problem solving, not technology

### ❌ Ignoring Competition

"We have no competitors"
→ VCs interpret as market misunderstanding

### ❌ Unrealistic Financials

Hockey stick without explanation
→ Loses credibility

### ❌ Animation Overuse

Slide transitions, per-element animations
→ Distracting, unprofessional

---

## Pitch Practice (Rehearsal)

### Practice Checklist

```
□ Can you tell the story without slides?
□ 10-minute version (essentials only)
□ 30-minute version (with Q&A)
□ 60-minute version (deep DD)
□ Prepare answers to 30 anticipated questions
□ Practice 3+ times in real settings (advisors, friends)
□ Record yourself and review
□ Check voice tone, pace, gestures
```

### Pitch Delivery Tips

```
1. Storytelling
   - Tell a story, not recite numbers
   - Start with customer use cases

2. Confidence without Arrogance
   - Be confident, not arrogant
   - Maintain humble learning stance

3. Listen
   - Don't be defensive to VC questions
   - Treat feedback as learning opportunity

4. Time Management
   - Master the 10-minute core pitch
   - Never exceed time limit
```

---

## Related Skills and Commands

- **financial-modeling** — Generate Slide 11 financial projections
- **market-sizing** — Analyze Slide 4 TAM/SAM/SOM
- **competitive-landscape** — Build Slide 8 competitive analysis
- **startup-metrics** — Choose Slide 6 traction metrics
- `/pitch-review` — Review completed pitch deck (100-point rubric)
- `/business-case` — Expand pitch deck content into document