How Vivino Raised $ Millions : 30 Pre-revenue Pitch Deck Tips From Heini

How Vivino Raised $ Millions : 30 Pre-revenue Pitch Deck Tips From Heini

Securing venture capital without revenue is not uncommon. I speak to a 100s of VCs including Hustle Fund who invest in pre-seed and/or pre-revenue Startups.

Heini Zachariassen and Theis Søndergaard are the co-founders of Vivino, the world's dominant wine app, and they are proof that this is possible.


Heini secured a staggering $57 million with a pitch deck that ignited a firestorm of FOMO (fear of missing out) in investors. But how did he do it? Let's dissect his winning strategies.

Craft a Captivating Narrative: Hook Investors in 30 Seconds

Imagine a room filled with venture capitalists bombarded with pitches. How do you grab their attention in the first 30 seconds? Here's the key: weave a captivating narrative.

Ditch the technical BS and paint a vivid picture of the problem you solve. Show the millions struggling with it (think: overwhelmed wine buyers in supermarkets) and how your solution is the hero in this story.

Vivino's Pitch Punch: Heini opened with a relatable anecdote: the frustration of navigating a massive wine aisle, and that of customers looking for guidance.

He introduced Vivino as the smartphone sidekick that empowers users to make informed wine choices. It's simple, relatable, and brimming with opportunity. I must admit I love Vivino and I use it regularly at restaurants.

Use Visuals : Mockups, Demos, and More

Don't just tell, show! Explain your solution in detail, but leverage the power of visuals to truly captivate your audience. Craft compelling mockups if your product is still in the early stages.

If you have a prototype, showcase a live demo, but keep it tight and meticulously practised. Remember, first impressions are paramount. One thing I took away from this was NEVER try and improvise a demo. Practice Practice Practice.

Pre-Revenue? No Problem. Think Scalability

Haven't cracked the revenue code yet? Don't sweat it. Investors are backing potential, not just proven models. Here's how to shine:

  • Think Massive Market, Massive Growth: Don't just present a niche market. Demonstrate the industry's vast size and your potential to capture a significant chunk. Vivino targeted the $300 billion global wine industry, a market ripe for disruption.
  • Scalability is Your Investor Magnet: Investors crave businesses with the potential to explode in size without needing massive additional resources. Highlight how your product or service can be sold repeatedly with minimal extra cost. Subscription models or software are perfect examples.

Building Your Pitch Deck: The FOMO Factory

Heini provides a battle-tested checklist to ensure your deck equips you to create an investor feeding frenzy:

  • Motivation: Briefly explain your "why." Tell them what drives you to solve this problem?
  • Problem: Define the exact pain point you're addressing with laser focus.
  • Solution: Showcase your ingenious solution as the ultimate fix.
  • Product: Visually present your offering using high-quality mockups or screenshots.
  • Traction: If you have early wins or user growth, flaunt them!
  • Market: Demonstrate the market size and your potential share.
  • Business Model: Explain how you'll generate revenue. Subscription model? Freemium with in-app purchases? Be clear and concise.
  • Team: Highlight your team with the relevant skills and experience to conquer the market. Pre-Seed investors care more about the team than you think.
  • Fundraising: Detail how you'll use the investment to fuel growth.

Master the Psychology of the Pitch: Pro Tips from a Fundraising Pro

Here are Heini's golden nuggets to help you navigate the emotional rollercoaster of pitching:

  • Confidence is King, Desperation Repels: Be polite but avoid flattery. Don't beg for investment. Project confidence - you have options! Remember, investors are chasing the hottest deals.
  • Sell the Sizzle, Not the Steak: Focus on the future. Show graphs with an upward trajectory and emphasize the explosive growth on the horizon. Investors back potential, not just what you've already achieved.
  • Simple Slides, Profound Message: Don't get bogged down in fancy design. Use clear, concise text, easy-to-read fonts (think professional, not Comic Sans!), and high-contrast visuals. Never Ever use Comic Sans.

Bonus Tip: Make Your Graphs Work for You (Literally)

When showcasing growth, ditch the horizontal graphs. Instead, use vertical graphs. They create a steeper visual impression of explosive growth, subconsciously triggering investor FOMO. The best way to create this is to split the graph page with some text.

Beyond the Pitch Deck: Building Your Fundraising Arsenal with Heini Zachariassen's Insights

Crafting a killer pitch deck is a crucial step in your fundraising journey, but it's not the only weapon in your arsenal.

Here's how Heini Zachariassen emphasizes the importance of building a comprehensive fundraising strategy:

  • Know Your Audience: Investors are not a monolith. Research the firms you're targeting. Understand their investment thesis, the industries they favor, and the stage of companies they typically fund. Personalize your cold email or seek a warm introduction and resonate with their specific interests.
  • Practice Makes Perfect: Don't wait until the big day to rehearse your pitch. Practice in front of a mirror, record yourself, and get feedback from trusted advisors. The more comfortable and confident you are, the more persuasive you'll be.
  • The Power of Storytelling: People connect with stories. Weave a compelling narrative throughout your pitch, highlighting the problem you solve, the impact you're making, and the passionate team behind your vision.
  • Data is Your Ally: Balance your story with data-driven insights. Use market research, competitor analysis, and user data to validate your claims and showcase the potential of your business.
  • Be Prepared for the Q&A: Investors will have questions. Use Score My Deck to Anticipate their concerns and prepare clear, concise answers. Demonstrate your deep understanding of the market, your product, and your competitive landscape.

Building Relationships: The Unsung Hero of Fundraising

Heini emphasizes that fundraising is not just about a one-time pitch. It's about building relationships with potential investors. Here's how to cultivate long-term connections:

  • Start Early and Network Proactively: Don't wait until you desperately need funding. Start building relationships with investors well before you begin your official fundraising round. Attend industry events, connect on social media, and offer valuable insights. Look for early investors with Score My Deck.
  • Provide Value, Not Just Ask For It: Investors are inundated with requests for funding. Stand out by offering genuine value. Share your industry knowledge, connect them with relevant contacts, or provide insightful market analysis. Become a resource, not just a supplicant.
  • Transparency is Key: Be honest and upfront with investors about your business, even if it's not all sunshine and rainbows. Acknowledge challenges and outline your plan to overcome them. Investors appreciate transparency and authenticity.

Remember: Score My Deck will be with you through every step of your fundraising journey. Whether it’s getting feedback from a compelling pitch deck, building a comprehensive strategy, and writing emails to nurture investor relationships, you'll significantly increase your chances of securing the funding when you employ the expertise of Score My Deck.

Heini Zachariassen's Final Words of Wisdom

Here are Heini's parting words to inspire pre-revenue founders on their fundraising journey:

  • Passion is Contagious: Your passion for your business and its potential should be infectious. Investors are backing people as much as ideas. Let your enthusiasm shine through.
  • Don't Be Afraid to Iterate: Your pitch deck and strategy are living documents. Refine them based on feedback and adapt your approach as you learn more about the market and investors.
  • Failure is a Stepping Stone: Rejection is a natural part of the fundraising process. Learn from each interaction and use it to strengthen your pitch and your business.

By embracing these insights and taking action, you'll be well on your way to raising the capital you need to propel your startup to new heights even if you are still working towards getting your first customer. Now get out there and conquer the fundraising battlefield with Score My Deck by your side!