rethinkCAFÉ positions itself as a 'design incubator' aimed at redesigning entire markets through transformative learning and open innovation. The deck relies heavily on the macro-economic argument that design-centric companies outperform the S&P 500 by 228% over a ten-year period (Slide 2). However, the presentation is highly conceptual, utilizing a 'post-industrial' network model (Slide 5) rather than a traditional business plan. While it showcases a robust 15-person advisory board (Slide 3) and a physical studio environment (Slides 6-9), the deck fails to provide a specific funding ask, rev…
Key takeaways
- The company claims that a $10,000 investment in design-centric companies would yield returns 228% greater than the S&P 500 over 10 years (Slide 2).
- The business model is described as a 'Post-Industrial Mode of Production' or 'The Network Model' enabled by mass participation (Slide 5).
- The incubator intends to use live VR broadcasts and Slack as its primary platforms for global participation and market redesign (Slide 5).
- The deck features a 15-person advisory board but provides no names, titles, or professional backgrounds for any of the individuals pictured (Slide 3).
- Service design is credited with increasing profits by 20% even in captured markets, citing Amplifon and Continuum 2010 (Slide 2).
- The deck includes a mood board of luxury and tech products, including Rolex, Apple Watch, and Misfit, to establish a design aesthetic (Slide 4).
- Four consecutive slides (6-9) show the physical studio space and team members working with sticky notes and whiteboards, emphasizing a collaborative process.
- There is no mention of a specific funding amount, valuation, or use of proceeds in the provided slides.
Slide-by-Slide Analysis
Slide 1: Title and Brand Identity
The opening slide features the rethinkCAFÉ logo—a stylized, geometric 'CAFÉ' with nodes and lines suggesting a network—overlaid on a dramatic image of a dark, crashing ocean wave. There is no text on this slide other than the logo. It establishes a moody, high-design aesthetic but provides no immediate context regarding the company's industry or purpose.
Slide 2: The Macro Case for Design
This slide attempts to validate the business model through third-party data. It features a line graph comparing a 'Design Index' ($39,922) against the 'S&P Index' ($17,522) from June 2003 to December 2013. The slide claims a +228% performance gap. It lists several bullet points regarding service design: 75% of GDP is service-driven, service design can attract millions of customers (citing Bank of America), and it can increase profits by 20% (citing Amplifon). This is a strong 'Why Now' or 'Market Opportunity' slide, though the data is somewhat dated, stopping at 2013.
Slide 3: The Advisory Board
This slide displays 15 black-and-white headshots under the title 'ADVISORY BOARD.' Crucially, there are no names, titles, or company affiliations listed for any of these individuals. While the sheer number of advisors is meant to imply credibility, the lack of identifying information renders the slide ineffective for due diligence. An investor cannot verify the expertise of the board without names.
Slide 4: Product Mood Board
A collage of high-end consumer products and lifestyle photography. Items pictured include a Rolex Submariner, an Apple Watch, Misfit wearables, a 'Coolest' cooler, and various beach-themed lifestyle shots. This slide appears to be a 'Visual Language' or 'Target Aesthetic' slide. It does not show rethinkCAFÉ products but rather the types of well-designed products the incubator admires or seeks to emulate.
Slide 5: The Business Model Evolution
This slide contrasts the 'Industrial Mode of Production (The Factory Model)' with the 'Post-Industrial Mode of Production (The Network Model).' It states the company intends to use 'Live VR Broadcasts and Slack as our platform to activate global participation.' The goal is to 'redesign entire markets from scratch.' The slide features a yellow sticky note graphic that says 'i heart mondays,' which becomes a recurring motif in the following slides. The description is highly theoretical and lacks operational specifics on how the 'Network Model' generates cash flow.
Slide 6: Studio Environment - The Workspace
A wide shot of a physical office or studio space. It features large drafting tables, whiteboards, and a person working on a laptop on an orange sofa. The 'i heart mondays' logo is superimposed in the corner. This slide is intended to show that the incubator has a physical footprint and an active working environment.
Slide 7: Studio Environment - Collaboration
A medium shot of three people working at a table covered in blue sticky notes. This slide emphasizes the 'design thinking' process. Again, the 'i heart mondays' logo is present. The focus is on the methodology of the incubator—collaborative, tactile, and iterative.
Slide 8: Studio Environment - Ideation
A split-screen image showing whiteboards covered in sketches and handwritten notes. One side shows a 'Tribal Child' persona description, while the other shows a man writing on a large sheet of paper. This slide reinforces the 'transformative learning' and 'open innovation' aspects mentioned on Slide 5.
Slide 9: Studio Environment - Synthesis
A final shot of the studio space showing multiple people standing at whiteboards covered in organized sticky notes. The room is set up for a workshop or presentation. This sequence of four photos (Slides 6-9) effectively communicates the 'vibe' of the incubator but does not provide information on the startups being incubated or the success metrics of the program.
What rethinkCAFÉ Does Well
Strong Visual Narrative: The deck is visually cohesive. It uses a consistent color palette (black, white, and the yellow of the sticky note) and high-quality photography to establish itself as a 'design-first' organization. For a design incubator, looking the part is essential, and this deck succeeds in that regard.
Compelling Macro Statistics: Slide 2 does a heavy lift in terms of market validation. By citing a 228% outperformance of design-centric companies over the S&P 500, the founders provide a clear financial incentive for why an investor should care about design. This moves the conversation from 'aesthetics' to 'shareholder value.'
Clear Methodological Identity: The deck clearly identifies its tools (VR, Slack) and its philosophy (Network Model vs. Factory Model). It doesn't pretend to be a traditional manufacturing firm; it leans into the 'post-industrial' identity, which may appeal to investors looking for 'future of work' plays.
What is Missing from the rethinkCAFÉ Deck
The 'Ask' and Financials: The most glaring omission is the lack of a funding request. There is no slide detailing how much money is being raised, the valuation, or how the funds will be allocated. Furthermore, there are no revenue projections, burn rate details, or unit economics. Without these, it is a presentation, not a pitch.
Team Identification: While Slide 3 shows 15 faces, the lack of names and bios is a major red flag. Investors invest in people, especially at the incubator/early stage. Hiding the identities of the advisory board prevents any validation of the 'global participation' and 'open innovation' claims.
Traction and Portfolio: As an incubator, the company's value is tied to the success of the companies it fosters. The deck shows people working in a room but does not name a single startup that has graduated from the program or any products that have been successfully 'redesigned' and brought to market. There is no evidence of a track record.
Competitive Landscape: The deck operates in a vacuum. It does not acknowledge other design-led incubators (like IDEO CoLab) or traditional accelerators (like Y Combinator). A slide explaining why rethinkCAFÉ's 'Network Model' is superior to existing incubators is necessary.
What Other Founders Should Copy
Use of Mood Boards: Slide 4 is an excellent example of how to communicate a brand's 'North Star' without using words. By showing a Rolex and an Apple Watch, the founders immediately communicate that they are targeting the intersection of luxury, precision, and technology. Founders building lifestyle or high-end hardware brands should use similar visual shorthand.
Data-Backed Problem Statements: The use of the DMI (Design Management Institute) Design Index on Slide 2 is a masterclass in framing. Instead of saying 'design is important,' the slide says 'design makes more money.' Founders should always look for third-party indices or studies that correlate their core competency with superior financial returns.
Showing the 'Work': The sequence of studio photos (Slides 6-9) is effective for a service-based or process-based business. It demystifies the 'black box' of the incubator and shows that there is a real, physical infrastructure and a repeatable process (sticky notes, whiteboards, collaboration) behind the high-level theory.
Final Verdict
The rethinkCAFÉ deck is a high-concept manifesto that succeeds in selling the importance of design but fails to sell the business of a design incubator. It is a 'Stage 0' deck meant to drum up interest or recruit a community, but it lacks the rigor required for a professional investment round. To be taken seriously by VCs, the founders must identify their team, define their revenue model, and provide evidence of traction beyond photos of people using sticky notes.
Frequently asked questions
- What is the core value proposition of rethinkCAFÉ?
- The core value proposition is the application of 'Service Design' to drive shareholder value and market transformation. The deck argues that design-centric companies significantly outperform the broader market, citing a 228% return gap over the S&P 500. It aims to facilitate this through a network-based incubator model using VR and Slack to organize global talent and resources.
- How does the company plan to generate revenue?
- The provided slides do not explicitly state a revenue model. While it mentions increasing profits for clients by 20% and attracting millions of customers through service design, it is unclear if rethinkCAFÉ operates as a consultancy, a venture studio taking equity, or a subscription-based learning platform. The lack of a business model slide is a significant omission for investors.
- Who is behind the rethinkCAFÉ project?
- The deck shows a 15-member advisory board and various team members in a studio setting. However, it fails to provide a single name, bio, or track record for these individuals. This lack of transparency makes it impossible for an investor to vet the team's ability to execute on the ambitious goal of 'redesigning entire markets.'
- What technology does rethinkCAFÉ utilize?
- The company highlights 'Live VR Broadcasts' and 'Slack' as its primary platforms for activating global participation. The goal is to create 'transformative learning experiences' and 'open innovation.' The deck suggests a move away from the 'Factory Model' of production toward a decentralized 'Network Model' powered by these digital communication tools.
- Is this a standard venture capital pitch deck?
- No. This deck lacks almost all the standard components of a VC pitch, such as a clear problem/solution fit, market sizing (TAM/SAM/SOM), financial forecasts, and a specific 'Ask.' It is a vision-heavy presentation that focuses on the 'why' of design rather than the 'how' of the business operations.
