Lumigo's Series A deck is a clinical example of how to fundraise for a highly technical B2D (Business to Developer) product. By positioning the founders' deep roots in Israeli intelligence and cybersecurity (Check Point) on slide 3, the company establishes immediate authority. The narrative focuses on the 'tipping point' of serverless and cloud-native adoption, citing a projected $21.9B market by 2025 on slide 5. While several key data slides regarding competition and specific growth targets were redacted for public release, the remaining slides highlight a clear value proposition: reducing i…
Key takeaways
- The founders use a dual-timeline biography on slide 3 to highlight their shared history at Check Point and elite IDF tech units.
- Market validation is built on third-party data from AWS, Datadog, and New Relic to prove the 'Serverless' shift is permanent (slide 5).
- The platform claims significant efficiency gains, specifically a 95% reduction in incident response time (slide 7).
- Technical differentiation is centered on 'Agentless observability' across managed services, contrasted against traditional tracing (slide 9).
- The deck uses a 'Before' case study showing a cluttered AWS CloudWatch log to illustrate the pain point of manual debugging (slide 13).
- Market positioning is defined by two axes: Server vs. Cloud Native and Agent vs. Agentless (slide 15).
- The 'Ask' slide (slide 19) specifies a Series A investment but omits the specific dollar amount, focusing instead on three pillars of use of proceeds.
- The deck emphasizes a 'no-code' implementation, lowering the barrier to entry for developer tools (slide 19).
Slide 1: Title Slide
The deck opens with a clean, high-contrast title slide. The company name, Lumigo, is accompanied by a logo featuring a stylized comet or meteor. The subtitle, "The Cloud Native Observability Platform," immediately categorizes the startup within the DevOps and infrastructure monitoring sector. The background graphic depicts a distributed system architecture with various cloud service icons (resembling AWS Lambda, S3, and DynamoDB) connected by arrows, visually representing the complexity the product intends to solve.
Slide 3: The Founders' Pedigree
Slide 3, titled "NICE TO MEET YOU," is a masterclass in establishing founder-market fit. It uses a horizontal timeline starting in 1998 to track the careers of Erez Berkner (CEO) and Aviad Mor (CTO). Key highlights include:
Erez Berkner: BSc cum laude in Computer Sciences, Developer at an IDF elite tech unit, Linux Kernel Developer, and Director of cloud security products at Check Point. · Aviad Mor: Squad leader at IDF intelligence unit, BSc cum laude in Computer Sciences, Linux Kernel Developer, and founder of Check Point NextGen research group.
The timeline shows their paths converging at Check Point in 2005 and 2015, leading to the founding of Lumigo in Tel Aviv in 2018. This slide tells investors that the founders are not just experienced, but have a long history of working together on low-level systems and security.
Slide 5: Market Timing and Opportunity
Titled "THE YEAR OF CLOUD NATIVE," this slide builds a narrative of inevitability. It uses a timeline of industry milestones to validate the problem space:
2015: AWS coins the term Serverless. · 2020: Datadog reports 50% of AWS users have adopted Serverless. · 2021: New Relic reports a 206% increase in Serverless invocations. · Lumigo Metric: The slide claims "~80% Quarterly ARR growth" for the company.
The slide concludes with a massive dark blue bar representing a $21.9B market projection for 2025, sourced from Valuates Reports. This slide effectively moves the conversation from "why this product?" to "why now?"
Slide 7: The Value Proposition
Slide 7 simplifies the product into two core functions: Monitoring and Debugging . The company claims significant efficiency gains for users:
Monitoring: "Get visibility and alerts on issues" with a 95% reduction in incident response time. · Debugging: "Solve issues in minutes" with a 90% reduction in repair time.
By attaching specific percentage improvements to these two common engineering pain points, Lumigo provides a clear ROI (Return on Investment) narrative for potential customers.
Slide 9: Technical Solution and Differentiation
Slide 9, "Lumigo's Solution," uses a visual comparison to explain their technical edge. On the left, a standard "Tracing" diagram shows a linear path. On the right, the Lumigo approach is labeled "Across Managed Services" and "Agentless observability." The graphic shows the platform's ability to track requests as they hop between disparate cloud services, which is notoriously difficult in serverless environments. The term "Agentless" is a key selling point, implying that developers don't need to install and maintain heavy software agents on every resource.
Slide 11 & 13: Customer Case Study
Slide 11 introduces a case study involving a "Data Lake & ML for IoT medical devices" using a "Cloud Native Application." Slide 13 provides the "BEFORE" state, showing a screenshot of standard AWS CloudWatch logs. The logs are a wall of text—unstructured, difficult to read, and time-consuming to parse. This visual serves as the "villain" in the story, representing the status quo that Lumigo intends to disrupt. (Note: The "AFTER" slide is missing from the provided sequence, but the implication is a transition to the clean, visual mapping seen on slide 1).
Slide 15: Market Positioning (Redacted)
Slide 15, "Cloud Native Observability Market," is largely redacted. However, the axes remain visible: Server vs. Cloud Native on the horizontal axis and Agent vs. Agentless on the vertical axis. This indicates that Lumigo positions itself in the top-right quadrant (Cloud Native + Agentless), distinguishing itself from legacy players like AppDynamics or New Relic (which typically rely on agents) and older server-based monitoring tools.
Slide 17: Targets (Redacted)
Slide 17, "2021 EoY TARGET," is also redacted. The background shows a bar chart with quarterly markers from Q1 '20 to Q4 '21. While the specific numbers are hidden, the presence of this slide indicates that the company was presenting a clear, data-driven roadmap for growth and revenue to its Series A investors.
Slide 19: Summary and The Ask
The final slide in the sequence is split between a "SUMMARY" and the "ASK." The summary reiterates three points: the cloud-native tipping point is now, there is a growing unsolved problem, and Lumigo is the only agentless, no-code solution. The Series A Investment ask lists three uses of proceeds:
1. Maintain cloud native superiority. · 2. Build Sales and Marketing operations. · 3. Continue expanding product.
Notably, the specific dollar amount of the ask is not listed on the slide, which is common in decks shared after a round or used in early-stage discussions where the round size may still be fluid.
What Works in This Deck
1. Founder Authority: In the world of infrastructure software, credibility is everything. The founders' backgrounds at Check Point and the IDF (Slide 3) immediately signal to an investor that this team has the technical chops to build what they claim. This reduces the perceived execution risk significantly.
2. Clear Metrics for Pain Points: Instead of vague promises of "better visibility," Lumigo uses specific numbers: 95% faster response and 90% faster repair (Slide 7). These are metrics that a CTO or VP of Engineering can easily translate into saved salary hours and improved system uptime.
3. Market Tailwinds: The deck does a great job of showing that Lumigo isn't creating a market, but rather riding a massive wave of serverless adoption that is already happening (Slide 5). Using logos like AWS, Datadog, and New Relic as sources adds an extra layer of validation.
What Is Missing
1. Financials and Unit Economics: The provided slides contain no mention of CAC (Customer Acquisition Cost), LTV (Lifetime Value), or churn rates. While the ARR growth is mentioned as ~80% quarterly, the baseline for that growth is absent. Investors at the Series A level typically require a deeper dive into the efficiency of the sales motion.
2. Competitive Deep-Dive: Because Slide 15 is redacted, we don't see how Lumigo specifically addresses competitors like Epsagon (later acquired by Cisco) or Thundra. In a crowded market, a clear "why we win" against specific rivals is essential.
3. Detailed Roadmap: The "Ask" slide is very high-level. It mentions "expanding product" but doesn't specify which features or adjacent markets (e.g., security, cost optimization) the company plans to enter next.
What You Should Copy
The 'Before' Visual: If you are building a tool that replaces a manual or messy process, show the mess. Slide 13's screenshot of raw logs is a visceral reminder to any technical investor of how painful debugging used to be. It makes the solution feel like a relief.
The Agentless Angle: Lumigo leans heavily into being "agentless" and "no-code." If your product has a lower friction to install than the competition, make that a central pillar of your technical slide. Reducing the "time to value" is a major selling point for enterprise software.
The Dual-Timeline Bio: If you have a co-founder you've worked with for a long time, use the timeline format from Slide 3. It proves a stable working relationship and a shared history of success, which is a significant de-risking factor for VCs.
Frequently asked questions
- What is Lumigo's core product offering?
- Lumigo is a cloud-native observability platform designed specifically for serverless and microservices environments. According to slide 7, the platform focuses on two main pillars: Monitoring (visibility and alerts) and Debugging (solving issues in minutes). The primary technical differentiator mentioned on slide 9 is its 'agentless' nature, allowing it to trace requests across various managed services without heavy manual instrumentation.
- How does the team establish credibility in a crowded DevOps market?
- The team uses slide 3 to showcase a high-pedigree background. Both Erez Berkner (CEO) and Aviad Mor (CTO) were Linux Kernel Developers and held leadership roles at Check Point. Furthermore, their experience in an 'IDF elite tech unit' and 'IDF intelligence unit' signals to investors that they possess the deep technical expertise required to build complex infrastructure tools.
- What market trends is Lumigo capitalizing on?
- Slide 5 outlines the 'Year of Cloud Native,' noting that 50% of AWS users had adopted serverless by 2020. It cites a Valuates Reports projection that the market will reach $21.9B by 2025. By aligning their growth with the 206% increase in serverless invocations reported by New Relic, Lumigo positions itself as a necessary tool for a rapidly expanding ecosystem.
- What are the specific performance claims made in the deck?
- Lumigo makes bold efficiency claims on slide 7. They state their platform can reduce incident response time by 95% and reduce repair time by 90%. These metrics are critical for DevOps tools, as they directly translate to reduced downtime and lower engineering costs for the customer.
- What is missing from the public version of this deck?
- Several critical slides were redacted in the version submitted for public review. Specifically, slide 15 (Competitive Landscape) and slide 17 (2021 EoY Targets) are blacked out. Additionally, while the source listing mentions a $29 million round, the 'Ask' on slide 19 does not list a specific dollar figure, only the intended use of proceeds: maintaining superiority, building sales/marketing, and product expansion.
