Handly Pitch Deck: All 10 Slides + Teardown

The Handly Pitch Deck: Targeting the Long Tail of Craft Services

Handly’s 2022 pitch deck is a concise, 10-slide narrative that focuses on the digitization of the 'craft services' industry—plumbers, electricians, and other home service providers. Based in Berlin, the company successfully raised $1.5 million in pre-seed funding by arguing that the vast majority of this €5 trillion market is underserved by existing enterprise software. The deck is notable for its clean design, aggressive market sizing, and a 'B2B2C' positioning that seeks to capture more value than a standard subscription model.

Slide 1: Title Slide

The deck opens with a minimalist title slide featuring the Handly logo and the tagline: "Reinventing craft services." Dated June 2022, it sets a professional tone without unnecessary clutter. The branding is soft and approachable, utilizing a blue and white color palette that suggests a consumer-friendly interface for a B2B product.

Slide 2: The Team

Handly leads with its team, a common strategy for pre-seed rounds where the business model is still being validated. The slide, titled "Experienced & strong team setup. Build for hypergrowth," lists ten individuals. Key figures include Bastian Meyer (Founder & CEO) and Klaas Krüger (Founder & CPO). The slide highlights that the executive team has "built products for >2m users" and "grew companies from Pre-Seed to Series C." Logos at the bottom include recognizable names like Salesforce, SAP, and Wefox, providing immediate social proof and suggesting the founders have the technical and operational pedigree to scale a platform.

Slide 3: The Problem

Slide 3 defines the pain points: "Craft service companies are in high demand but lack the necessary productivity." The deck identifies four specific symptoms of this problem: unreliable schedule communication, poor resource planning, lack of liquidity due to late invoicing, and low conversion rates (CVRs) which increase customer acquisition costs (CAC). By framing the problem as an "admin nightmare for the owners," Handly establishes a clear need for a centralized digital assistant.

Slide 4: Market Opportunity

This is the 'hook' slide. It claims small craft companies represent a "€5 Trillion opportunity." The most critical piece of data here is the "Company-size distribution in craft service market" chart. It asserts that 80% of the market consists of companies with 1-9 full-time employees (FTEs), while only 20% have 10+ FTEs. Handly explicitly points out that their competitors operate in the 10+ FTE segment, leaving the vast majority of the market—the 'long tail'—open for Handly to capture.

Slide 5: The Solution (Current Product)

Slide 5 introduces the product as a tool for "booking & appointment management." It lists three core features: an Online Booking Page, Calendar Management, and, most importantly, "WhatsApp Integration." The inclusion of WhatsApp is a strategic choice, acknowledging that for small craftspeople, their "most used business tool" is already on their phone. The slide also features a mobile app mockup and claims 5.0-star ratings on both the App Store and Play Store, though it does not specify the number of reviews.

Slide 6: Traction and Retention

Titled "The demand is over exceeding our capacities," Slide 6 provides hard data. A line chart shows customer growth from 19 in February to 180 in May. A second chart shows a declining blended CAC over the same period. The slide also includes a "Retention" section that is remarkably honest: it notes a "Strong week 8 retention (>20%)" but admits that "Week 1 has highest churn (~60%) due to missing features." This transparency likely built trust with investors, showing the founders are data-driven and aware of their product gaps.

Slide 7: Product Roadmap

Handly outlines its evolution from a booking tool to a "leading global craft service CRM." Future features include Job Management (a single source of truth), Video-Visitations (to reduce CAC by eliminating travel), and Mobile Payments (automating invoicing). The "Mobile first" badge is repeated here, reinforcing the idea that the software is designed for people who are constantly on the move, not sitting at a desk.

Slide 8: Business Model

Slide 8 explains how Handly intends to out-earn traditional SaaS companies. It compares a "B2B SaaS competitor" (100% software fee) to Handly’s multi-layered model. Handly’s revenue includes a Software Fee, an "Online Invoice Fee" (0.5% of transaction value), and a third blurred-out category likely related to lead generation or marketplace commissions. The headline claims this allows them to "make 3-4x more revenue per craft service company." This is a powerful argument for venture-scale returns in a traditionally low-ACV (Annual Contract Value) sector.

Slide 9: Competitive Landscape

The competitive analysis uses a Venn diagram to place Handly at the intersection of B2B (Software Tools like Jobber and ServiceTitan) and B2C (Lead Gen like Angi and Thumbtack). Handly labels this intersection "B2B2C - Software Enabled Marketplace." The slide argues that by automating the admin end-to-end, they can provide higher conversion rates for suppliers and more predictable, cheaper customer acquisition.

Slide 10: Closing

The deck ends with a call to action: "Lets define a €5T industry together." It includes the CEO’s contact information but, notably, does not include a slide detailing the specific investment ask, the valuation, or the use of proceeds. While these details are often removed from public versions of decks, their absence in a pitch context would be a significant omission.

What Handly Does Well

Niche Identification: By focusing on the 1-9 employee segment, Handly avoids a direct 'feature war' with established enterprise players like ServiceTitan. · Platform Familiarity: The emphasis on WhatsApp integration shows a deep understanding of the user's existing workflow. · Revenue Stacking: Moving beyond a simple subscription to include transaction fees is a smart way to monetize a high-volume, low-ticket user base. · Honesty: Admitting to high early churn due to missing features demonstrates a level of founder maturity that is rare in pre-seed decks.

What is Missing from the Deck

The Ask: There is no mention of how much money is being raised or what milestones that money will help the company reach. · Unit Economics: While CAC is shown to be decreasing, there is no data on Lifetime Value (LTV) or the payback period, which are critical for assessing the sustainability of the growth shown on Slide 6. · Geographic Strategy: As a Berlin-based company targeting a 'global' market, the deck doesn't explain the plan for international expansion or how they will handle local regulations and languages in the craft sector. · Financial Projections: There are no forward-looking revenue numbers, leaving investors to guess the actual scale of the business in 3-5 years.

Founder Takeaways

Use a 'Team First' approach if you have the pedigree: Handly’s Slide 2 is incredibly strong because it quantifies the team's past success (2m+ users). If your team has worked at 'unicorns' or major tech firms, lead with that. · Segment the market visually: Slide 4’s pie chart is a great way to show that while a market is 'crowded,' the specific segment you are targeting is actually wide open. · Show, don't just tell, your traction: The charts on Slide 6 are simple but effective. Showing a 10x growth in customers over four months is the best way to prove product-market fit is approaching. · Integrate with existing habits: If your target users already live in WhatsApp, Slack, or email, make that a core part of your value proposition rather than trying to force them into a new, standalone dashboard.