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Helu.io’s $9.8m deck • TechCrunch

You recognize what’s an enormous ache the place the =sum()do not shine? Monetary reporting, planning and evaluation. I typically go on and on (and on and on) about startups not getting their financials and working plans proper of their startup pitch decks, so … not gonna lie, I picked Austrian startup Helu.io, which accomplished a €9.8 million spherical in July, within the hope that an organization that focuses completely on FP&A (that is “monetary planning and evaluation,” for many who aren’t as much as their eyeballs in monetary lingo) can present the remainder of us the way it ought to be accomplished.


We’re searching for extra distinctive pitch decks to tear down, so if you wish to submit your individual, here is how you are able to do that.


Slides on this deck

When Helu submitted its deck, it did so with a notice that income and unit financial data was eliminated.

In a world the place I see pre-product, pre-revenue firms spin wild goals of world market domination, slide 10 comes throughout as fairly defensive.

Additionally value noting (as a result of I will be sincere, I needed to Google it, and I am all about saving you a Google search or two) what “DACH” stands for, as a result of it seems within the slides under. D is Deutschland — that one is straightforward. A is for Österreich (Austria) and CH is for … Switzerland. DACH is a considerably generally used time period for the cluster of nations in Europe which have German as its Sprachraum — in different phrases, the place German is predominantly spoken.

  1. cowl slide
  2. “Helu is for CFOs what Personio is for HR” — market alternative slide
  3. “The CFO’s ache is Excel” — downside slide
  4. “Goodbye Excel sheets” — resolution slide
  5. “Our strategy is exclusive and totally different” — product slide
  6. “Automated monetary reporting: real-time in a single step” — worth proposition slide
  7. “Collaborative evaluation” – worth proposition slide
  8. “Addressing a 100bn B2B SaaS market globally” — TAM slide
  9. “Multi-billion market in DACH alone” — SAM slide
  10. “Specifics of DACH market” — SOM slide
  11. “Distinctive place in DACH” — moat/aggressive benefit slide
  12. “Helu automating information aggregation” — product slide
  13. “Helu’s typical buyer” — buyer profile slide
  14. “Prime notch worldwide staff” — staff slide
  15. “Backed by sturdy traders and advisors” — traders and advisors slide
  16. Closing slide

three issues to like

Total, Helu’s slide deck comes throughout as somewhat unusual seen by Silicon Valley eyes. Having an English-language slide deck specializing in German-speaking nations, with out actually saying something about an English-language enlargement plan, is oddly unsettling. There are additionally some notable issues lacking from this slide deck — however I am getting forward of myself. Let’s check out the issues that work nice, to begin with.

Strong worth proposition

For founders working in an area that could be a little inside baseball, it may be actually tempting to over-explain what a product does. The reality is that traders do not actually care what your product does. Not likely. What they care about is that the shoppers are completely satisfied sufficient to maintain coming again and to get that a part of the story throughout, you have to clarify what the shopper will get out of it. You try this by sharing the advantages, or the worth proposition. The Helu staff does that properly over the course of two slides:

[Slide 6] Half 1 of the worth proposition. Picture Credit: Helu

On Slide 6, the staff exhibits a pair of screenshots of its product, reducing it finely between explaining options and advantages. In the event that they have been attempting to promote this product to Ias somebody who runs their very own enterprise, I would wish to see it extra profit pushed, however they don’t seem to be — they’re “promoting” shares within the firm to institutional traders, who are typically very clear on how monetary reporting works .

[Slide 7] Half 2 of the worth proposition. Picture Credit: Helu

The second a part of the worth prop argument is extra of the identical, nevertheless it helps spotlight the strengths of the software program bundle. Most significantly, I can completely see how that is essential for working considerations; you have to drill down into, simulate and analyze varied situations. This bundle has you lined. Excel can do that, after all, however good luck resetting the mannequin to pre-scenario states.

Now, these slides aren’t full slam dunks; I would have liked extra consistency. In Slide 7, the bullets on the left have capital letters and those on the remaining begin in lowercase. The slides flip-flop between utilizing “&” and “and” to tie issues collectively. However total, they do the trick.

Present me the cash. And take my cash.

[Slide 12] Take my cash; I’ve wished this product since I began my very first firm. Picture Credit: Helu

I am an Excel/Google Sheets nerd, and I believe many traders are, typically. Ingesting information and protecting it updated is excruciatingly exhausting, and the ugly little secret is that plenty of us are working with snapshots of information. These snapshots could or could not get up to date. Working completely on anecdotal information? I believe more often than not the snapshots don’t get up to date. That signifies that you are making large, strategic monetary selections based mostly on outdated data. It does not take an MBA to understand that that ain’t one of the simplest ways to run a enterprise. This slide bought me very excited certainly, and the info geek in me really wished to see what this appears like in actual life. It is uncommon {that a} slide deck each makes me conscious of a complete new product class and makes me need to play with monetary modeling.

I believe this slide is masterful; it exhibits the facility of Helu’s instruments in a manner that helps a possible investor perceive why that is so essential. I would not be in any respect stunned if the traders requested a number of of their startups to check out Helu’s instruments for his or her monetary modeling and reporting; they fall within the heart of the bullseye for the product, and if it really works in addition to it appears prefer it may, it is an apparent win. The slide itself is modest and easy, but when I squint my ears, I can hear a founder ship a voice-over with an instance or two exhibiting how highly effective this may be.

Wonderful moat

[Slide 10] When you get a foothold within the DACH market, you are golden. Picture Credit: Helu

OK, so this slide is without doubt one of the greatest and one of many worst on this deck. We’re speaking in regards to the high three issues I liked, so on this part, we’ll discuss that, however, spoiler alert: This slide is making a comeback within the “three issues that could possibly be improved” part under. If you happen to’ve learn a few my pitch deck teardowns prior to now, here is an opportunity to do an train: What’s incorrect with this slide? Sure, it has too many phrases on it, however that is not the issue — see in case you can determine it out!

What I do love about this slide is that it paints an image of how, as soon as Helu will get a stable foothold on this market, it is going to be primarily unbeatable; and I believe $10 million and a stable product will assist it on this. It is not going to get competitors from abroad anytime quickly, on account of getting “essentially the most complicated accounting and tax system on this planet.” I am positive somebody from the Inside Income Service reads that and can begin to really feel somewhat aggressive, however I purchase that it is doubtless a quite distinctive panorama of guidelines and laws.

With a further twist: The German Mittelstand is a robust drive to be reckoned with. These are 1000’s of small however effectively run companies which might be exhausting to think about in some other nation; within the US, small firms are inclined to get rolled into greater ones. As the corporate factors out, 99.5% of all firms and 97.5% of all exporters fall into the SME class. That is a panorama most worldwide SaaS companies do not actually know what to do with; native and cultural data and constructing instruments that work very properly for this particular subset of firms imply that Helu might find yourself with a formidable moat. The corporate does not come straight out and say that this can be a “winner take all” market, however I believe that is what they’re getting at.

In the remainder of this teardown, we’ll check out three issues Helu might have improved or accomplished in another way, together with its full pitch deck!

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