An Interview With Arthur Gusev and Vladimir Pletyukhin: How to Pitch Complex Tech Ideas Simply

Intro

Getting funding for a startup can be quite a challenge, especially for founders in the deep tech sector, where the complexity of ideas often exceeds the average investor's understanding.

To discover the best strategies for explaining tech ideas to investors, I spoke with Arthur Gusev and Vladimir Pletyukhin, co-founders of Launch Deck, mentors at Founder Institute, and venture scouts for Flashpoint VC.

For the interview, we met in Belgrade (Serbia) at a tech event held in one of the city's most prominent IT community spaces.

Launch Deck is all about helping startups, especially in deep tech, with their fundraising. They focus on crafting pitch decks, investor materials, and visual branding. Launch Deck leverages a unique blend of consulting, business, and design expertise to transform complex ideas into compelling narratives that resonate with investors (their clients already raised more than $60M).

They’ve just published an extensive research project, that I highly recommend for all tech founders, surveying over 100 venture capitalists, angel investors, and accelerators across more than seven regions and eleven industries about their pitch deck preferences.

This Pitch Deck Playbook is a complete guide that can help techy founders articulate their innovative ideas in ways that resonate with potential investors, turning complexity into compelling pitches.

Q&A

Victor Markov: “Let’s begin. Does a Pitch Deck really matter?”

Arthur Gusev: "Yes, a pitch deck really matters. It's one of the most important tools in a founder's toolkit. It's your chance to clearly explain your idea and move forward with funding. Our research shows that 96% of investors want to see your pitch before even agreeing to a meeting. So, it's imperative that your pitch deck is engaging yet straightforward."

Victor Markov: “I know that you have some good examples of tech startups whose pitches significantly improved after your work. Can you provide us with your favorite one?”

Vladimir Pletyukhin: "One standout example is Gero.ai, a biotech startup from Singapore. They developed an algorithm for identifying health-affecting rare mutations. Initially, their pitch was dense with technical jargon, making it challenging for investors to grasp the concept.

Our team conceptualized a visual metaphor comparing the human body to an orchestra and DNA parts to musical notes. This not only clarified their solution but also helped secure funding and close a significant deal with Pfizer."

Victor Markov: “What role does storytelling play in a tech-heavy Pitch Deck?”

Vladimir Pletyukhin: "We, as humans, are naturally drawn to stories. Our research indicates that 69% of respondents prefer an element of story in pitch decks, while 31% opt for a straight-to-the-point structure. A pitch that weaves your technological innovation into a compelling narrative can significantly increase its appeal. Start with a problem, introduce your solution as the hero, and guide your audience through to the envisioned success. But also remember to remain straightforward."

Arthur Gusev: "However, the straight-to-the-point structure is also a relevant approach. It's essential to understand what investors want to see in your pitch. Here's a simple structure to follow: begin with an overview in the executive summary to engage and give top-level insight, helping investors quickly gauge their interest.

Next, outline the problem and your solution, then move on to the market landscape, illustrating where your solution fits and who the existing players are. Show your project's viability, including how you plan to monetize it and your current traction. Detail the next steps on your roadmap, and finally, introduce your team and your ask. This structure ensures you cover all bases, from demonstrating your solution's impact to showcasing your team's capability to execute."

Victor Markov: “Ok, but what is the most important thing investors focus on?”

Arthur Gusev: "Usually, the next questions investors ask after you present your solution are: 'How will you make it work?' and 'Can you tell me about your team?' These questions underline the investors' focus on feasibility, scalability, and the team-product fit."

Vladimir Pletyukhin: "Addressing these concerns directly in your pitch is crucial. Highlight your roadmap, demonstrate your team's expertise, and present any traction you've achieved. This approach not only builds investor confidence but also positions you as serious innovators with a clear path to success. Remember, investors are looking for teams that can turn ambitious ideas into reality. Prove that you're more than just dreamers—you're doers."

Victor Markov: “How can founders balance Technical Detail with Accessibility in their Pitch? Any Tips for Tech Founders.”

Arthur Gusev: "Use common frameworks like SOM, SAM, TAM for market analysis and competitive positioning matrix to keep information investor-friendly. Metaphors are your friend; they can turn a complex concept into something relatable and understandable. Leveraging familiar concepts can also be incredibly effective.

For instance, describing your solution as 'the Uber for dog-walking' or 'the Amazon for chatbots' instantly clarifies your business model and value proposition. It makes it easy for an investor to grasp what you're talking about, bridging any gaps in understanding with something they are familiar with. Ensure they can understand your idea without a deep technical background."

Victor Markov: “How does Design play a role in enhancing the Communication of Complex Tech Concepts?”

Vladimir Pletyukhin: "Design is not just about aesthetics; it's a communication tool. A well-designed pitch deck guides the investor through your narrative, emphasizing key points and making complex information approachable. And considering that 69% of investors prefer well-designed decks, neglecting this aspect can significantly diminish your pitch's effectiveness."

Victor Markov: “What Visual Strategies do you recommend for Making Complex Ideas more Tangible and Understandable for Non-Expert Investors?”

Vladimir Pletyukhin: "Simplification doesn't mean dumbing down. It means making your idea accessible. Utilize visuals to break down your tech into understandable segments. Our quick design tips? Stick to no more than three font sizes, three colors, and always use high-quality visuals. This approach not only keeps your pitch deck visually appealing but ensures the complex tech concepts are easily digestible."

Victor Markov: “Finally, any advice for Tech Founders who struggle to explain their solution?”

Vladimir Pletyukhin: "Simplifying complex tech ideas for your pitch doesn't have to be daunting. Focus on storytelling, ensure your content is digestible, and leverage design to enhance understanding. Remember, you're inviting investors on a journey, not writing a PhD thesis. Keep it simple."

Arthur Gusev: "Explain your idea like you're telling a story to a 5-year-old kid. You wouldn't use big, complicated words and nerdy jargon; you'd just say why you like it and why they might like it too. That's how you should talk about your project to investors. No one automatically knows what you're doing or why it's great, so it's your job to make it easy for them to understand and get them excited about it."

Outro

As we navigate the complex landscape of startup funding, the insights shared by Arthur Gusev and Vladimir Pletyukhin underscore a universal truth: clarity, simplicity, and compelling storytelling form the cornerstone of successful pitch decks.

By focusing on what truly matters to investors — feasibility, scalability, and a capable team — founders can transform complex tech ideas into compelling narratives that resonate.

On the path from an idea to getting funding, the importance of a well-prepared pitch deck is huge. It's true for both cutting-edge deep tech ventures and those just starting their business journey. The way you share your vision matters as much as the innovation itself.