Women Entrepreneurs in STEM Pitch Deck Teardown

Introduction to the Investor Readiness Module

The Women Entrepreneurs in STEM (Start Up in STEM) deck is a comprehensive educational resource funded by the Erasmus+ programme of the European Commission. Unlike a standard startup pitch deck that seeks to secure immediate funding, this 118-slide presentation (of which 24 key slides are analyzed here) functions as a curriculum for founders. It aims to bridge the gap between having a technical idea and possessing the business acumen required to attract professional investment. The deck is structured into modules, with this specific section focusing on the transition from planning to execution and fundraising.

Slide 1: Title and Program Branding

The opening slide establishes the program's identity: "Women Entrepreneurs in STEM." It clearly identifies this as "Module 4: Get Investor Ready." The slide features branding from Erasmus+, indicating institutional support from the European Commission. The visual theme uses geometric shapes in pink, teal, and orange, which persists throughout the presentation to maintain a professional, educational aesthetic.

Slide 2: Legal Structures - Sole Proprietor/Sole Trader

This slide addresses the simplest form of business ownership. It notes that while it is easy to set up by declaring intent to a tax authority, the "biggest disadvantage can be limited access to capital." It prompts the entrepreneur to consider if this status will allow them to achieve medium-term growth ambitions, setting the stage for more complex corporate structures that investors typically require.

Slide 3: Building the Business Plan

Slide 3 introduces the second major section of the module. It frames the business plan not just as a document, but as a process that "helps develop an idea into an opportunity." It references previous modules (1-3) as the foundational work that now needs to be formalized in writing. The emphasis here is on the plan as a tool for answering "hard questions."

Slide 4: The Executive Summary and Appendix

This slide provides tactical advice on the most critical part of the business plan. It explicitly states that the Executive Summary should be written last and should ideally be one page, never exceeding two. It warns founders that some readers will "JUST focus on the Executive Summary," making it the most important page in the document. It also mentions the inclusion of a comprehensive Appendix for supporting details.

Slide 5: Biography Word Bank

To help founders craft their professional narratives, Slide 5 provides a "Word Bank to Inspire Your Biography." Terms include Achievement, Analytical, Credibility, Innovation, and Sustainability. This slide is designed to help STEM founders translate their technical expertise into leadership qualities that resonate with investors.

Slide 6: The Operating Plan

This slide outlines the physical and logistical requirements of the business. It instructs founders to describe their product/service, their base/location (including lease agreements and building drawings), and their equipment and assets. It emphasizes the need to list the worth and cost of all assets, including land, buildings, inventory, and vehicles.

Slide 7: Sales vs. Marketing

Slide 7 clarifies a common point of confusion for early-stage founders. It defines Marketing as a long-term strategy aimed at building relationships and creating the "pull" that brings customers in. Sales is defined as a short-term activity focused on the "push" to close a deal and get a customer to part with their cash. This distinction is vital for accurate financial forecasting and personnel planning.

Slide 8: Brand Promise Example - LEGO

Using LEGO as a case study, this slide illustrates how a brand is more than a logo. It displays a matrix of LEGO's Mission, Aspiration, and Promises (Play, Partner, Planet, People). The slide serves to show how a company's values (Imagination, Creativity, Fun, Learning, Caring, Quality) are integrated into its business identity.

Slide 9: The Personnel Plan

Slide 9 highlights the financial stakes of hiring. It claims that getting a hire wrong can cost "up to 15 times their annual salary." It advises founders to create detailed Job Descriptions that outline technical and cultural competencies, emphasizing that in-house talent is central to competitive advantage.

Slide 10: Sources of Funding Overview

This transition slide lists the various funding vehicles the module will cover: Equity Investment, Debt Investment, Seed Capital, Venture Capital, Private Investment, Angel Investors, Y Combinator, and Crowd Funding. It sets the stage for a "deep dive" into the pros and cons of each.

Slide 11: Dealing with Your Bank

Focusing on debt, this slide compares a line of credit to a traditional loan . It specifies that a line of credit is better for short-term working capital and inventory, while loans are suited for long-term investments like equipment or premises. The key takeaway is that with a line of credit, interest is only paid on the funds actually used.

Slide 12: Angel Investors

This slide describes Angel Investors as individuals who contribute both capital and "know-how." It notes that they usually seek active participation and are motivated by ROI. Crucially, it mentions that Angel involvement can help secure future Venture Capital or bank loans. It cites Enterprise Ireland as a source, suggesting a European/Irish context for the data.

Slide 13: Venture Capital Investors

Slide 13 provides specific criteria for VC investment. It states that VCs look for a minority stake and aim to realize their investment in five years via floatation or trade sale. It provides a concrete figure: VC funds usually invest in companies raising €500k+ in equity . Requirements include a fast-growing sector, a strong management team, and a product that solves a clearly identified problem.

Slide 14: Y Combinator and Pitch Timing

This slide introduces the concept of accelerators, specifically Y Combinator. It highlights the extreme brevity required in modern pitching, noting that founders have only two and a half minutes to deliver their pitch. It features a link to an interview with YC Partner Kirsty Nathoo to provide real-world context.

Slide 15: Grant Application Strategies

For non-dilutive funding, Slide 15 offers advice on grant writing. It emphasizes that presentation matters because funders read many applications. It warns that the process takes more time and energy than expected and suggests a self-audit technique: asking "Why wouldn't they fund this?" to identify and fix weaknesses.

Slide 16: Overcoming Rejection

Acknowledging the difficulty of fundraising, this slide advises founders to use a "No" as a learning opportunity. It suggests that if one channel is failing, it may be time to change strategy or look for major flaws in the business model that make the idea unattractive to investors.

Slides 17-18: The Value of Accelerators

These slides detail the benefits of joining an accelerator. Slide 17 focuses on "Accelerated Knowledge," where founders leverage years of mentor experience to avoid reinventing the wheel. Slide 18 highlights "Motivation and Morale" through interaction with other founders and the long-term value of alumni networks for talent and future investment.

Slide 19: Crowdfunding Suitability

This slide warns that crowdfunding is not for everyone. It requires strong marketing skills and an active social media presence. It emphasizes the necessity of an "excellent video pitch" and advises founders to reshoot their video until it perfectly communicates the selling points with passion.

Slide 20: Nailing the Investor Pitch

A section header slide that introduces the tactical elements of the actual presentation to investors.

Slide 21: Shark Tank Inspired Tips

This slide lists eight tips for a successful pitch: 1. Prepare, 2. Practice in front of strangers, 3. Tell a story, 4. Promote yourself as savvy, 5. Be visual/interactive, 6. Highlight early sales, 7. Have a negotiation strategy, and 8. Keep your cool. These are framed as universal rules for high-stakes presentations.

Slide 22: Crafting the Pitch Deck

Slide 22 defines the pitch deck as a brief overview of the business plan. It provides resources for further study, including "The Complete Guide to a Pitch Presentation" and a slide-by-slide philosophy from entrepreneur Daniel Eckler. It also directs users to www.best3minutes.com for more pitching advice.

Slide 23: Richard Branson’s Startup Advice

This slide shares two specific steps from Richard Branson: Step 2: Be Realistic About Costs (warning against undercapitalization) and Step 3: Hire the People You Need, Not the People You Like/Know . It stresses the importance of hiring a core team with industry experience rather than relying on friends and relatives.

Slide 24: Recommended Reading

The final slide in this selection provides a list of 11 blogs for entrepreneurs. Notable mentions include Femmes of STEM , Learnosity , For Entrepreneurs (by David Skok), Venture Hacks (by AngelList), and the Startup Funding Book . This reinforces the deck's role as a gateway to a broader entrepreneurial ecosystem.

What Works in This Deck

The deck excels at providing concrete definitions and thresholds . For example, Slide 13’s mention of the €500k+ equity threshold for VCs gives founders a clear financial target. The distinction between sales and marketing on Slide 7 is another highlight, providing a simple but effective framework for founders who may come from purely technical backgrounds. The inclusion of external resources and links (Slides 14, 22, and 24) transforms the deck from a static presentation into a functional toolkit.

What Is Missing

Because this is a general educational module, it lacks specific company metrics, unit economics, or a real-world 'Ask.' There is no team slide for a specific startup, nor is there a competitive landscape analysis for a particular industry. While it mentions the importance of these elements, it does not provide a template for how to visualize complex data like a cap table or a multi-year financial projection. Founders using this deck will still need to find specific templates for the financial modeling aspects of their plan.

Founder Takeaways

Founders should copy the structured approach to the Executive Summary outlined on Slide 4—specifically the discipline of writing it last and keeping it to one page. The "Word Bank" approach on Slide 5 is a useful exercise for any founder struggling to articulate their value proposition in a non-technical way. Finally, the advice on Slide 15 regarding grant applications—specifically the practice of 'picking holes' in one's own work—is a high-value habit that should be applied to every document intended for an external investor.