First Pitch Deck: Apple Orchard Business Doc
Hopefully you’ve read Part 1 of “Creating Your First Pitch Deck!” We have an example below of Step 1- starting with a word doc and answering the following questions. Our example business is an apple orchard, and we’re selling to grocery stores and farmers.
What problem are you solving?
Grocery stores are unable to get as many apples from farmers as before because of unpredictable and changing weather conditions. Farmers are unable to grow as many apples as before. Weather is changing and getting hotter with increased CO2 levels. Both impact apple tree growth and production. Apples grow best in areas where temperatures don’t reach above 90*. They prefer to grow in 40* climates. Some apples can survive the higher heat, but it impacts their texture, firmness and acidity level.
What do you believe the solution to this problem is? Be specific, what are the wow factors? What is unique about this solution? Is there anything unique about it that will keep a larger company from building this idea (IP) or a network effect? How is your product defensible?
We’ve created a new strain of apples that thrive in 90* weather and higher CO2 levels and maintain their texture and firmness and taste. We also have a patent on this new apple type.
Who else would want to try this solution? Be as specific as possible. Where do they live? What are their demographics? Etc.
Farmers that are seeing a reduction in apple production due to climate change or farmers that have never been able to produce apples before can now grow them. They live in rural areas of the United States.
What are people using today to solve this problem? It could be a piece of paper and pen, a solution that doesn’t have all of the features as your product, but they are using something so write down everything you can think of. Do some research and make a list of all options.
Today people ship apples in from states where they can grow apples or internationally, and there isn’t a great plan for increased climate change in the future.
How much do you believe people will pay for this product? Do some research on what people are paying now for the above solutions you listed for item 4.
On average people pay $2/apple at the grocery store and an apple tree can be anywhere between $50 - $150 wholesale to farmers.
How will people pay for your produce? Will people pay a monthly subscription fee? A one time purchase? At what price?
Farmers will buy trees and we will sell apples to local stores.
What have you done to date to test this idea? Do you have an MVP? Some initial customers? Signed letters of intent? Quotes from customers?
We have 5 apple trees and one store client.
How are you going to launch this product? If you have already launched this product what did you learn on the initial launch and how are you going to grow? What is your plan for gaining new customers?
We plan to reach out to farmers who currently have apple trees and have them add our type of apple tree to their crop. In addition, we will expand the number of our own trees and stores we sell to.
Who is on your team? What makes you and them experts in this space and the people to take this solution to the world?
2nd generation apple farmers + a PhD in Orcharding
What are you asking for? How much are you raising and how will that money be spent? What will you accomplish with it? If you don’t know that’s ok. See this post about a business model and how much to raise.
We are asking for $500k to expand our apple orchard in land size and trees and hire a full time sales representative.
Hope this example is helpful! Review our deck example after reading “Creating Your First Pitch Deck, Part 2.”
