Unito is a platform<\/span> that takes a different approach to managing SaaS apps. Today we\u2019ll take a look at how the company\u2019s pitch deck helped it raise $20 million in Series B funding<\/a> last year.<\/p>\n We\u2019re looking for more unique pitch decks to tear down, so if you want to submit your own, here\u2019s how you can do that<\/a>.\u00a0<\/em><\/p>\n Unito shared its 12-slide deck, which is lightly redacted: It removed some logos for the companies it works with and left out its target companies, revenue targets and its growth chart. Still, even with these details omitted, we get a great picture of the company\u2019s narrative structure.<\/p>\n Here\u2019s an overview of the slides:<\/p>\n The slide deck is missing a lot of information that I\u2019d have liked to see, but the information that\u2019s there is extraordinarily clean and simple, without going too deep into the weeds. The slides\u2019 design is simple, clean and easy to read. If you only take away one thing from this teardown, let it be: Simplify your slides!<\/p>\n At early-stage companies, \u201cfounder\/market fit\u201d is the name of the game. By the time you grow to a Series B, however, you\u2019re on your path toward growth, and the focus of the senior team shifts toward building, growing and retaining your team. Unito\u2019s team slide tells that story beautifully:<\/p>\n [Slide 11] A great team slide. Image Credits<\/strong>: Unito<\/p>\n<\/div>\n A combination of team building, startup experience and domain expertise lays the foundation for a great story around the senior team. The Glassdoor ratings and the company\u2019s \u201cbetter workplace toolkit\u201d<\/a> shows that it practices what it preaches, and that \u2014 combined with the company\u2019s growth trajectory \u2014 goes a long way.<\/p>\n [Slide 3] Positioning the company in context. Image Credits<\/strong>: Unito<\/p>\n<\/div>\n Humans are narrative-driven. Being able to tell the story of how a startup fits into the broader context is very smart. I have a particular weakness for market evolutions and seeing how verticals change over time. This is Unito\u2019s third slide, and the company is using it to great effect, showing how it can be the obvious next evolution of how SaaS companies talk to each other.<\/p>\n It\u2019s important to think about how your company fits into a historic context for your market or industry. This can be a great way to anchor a narrative to previous successful businesses and position yourself within the sector. In some cases, it can take the place of the \u201cwhy now\u201d part of your story<\/a>.<\/p>\n Unito started by building a set of sync tools for a specific niche: keeping the tools that product managers use in sync with tools that developers use. That\u2019s a great way to have a specific, well-defined set of tools you have to work with. From there, the company decided to start expanding:<\/p>\n [Slide 8] Vertical expansion is powerful. Image Credits<\/strong>: Unito<\/p>\n<\/div>\n This type of expansion affects a lot of different things, not least the total addressable market. We usually see this type of expansion geographically: If you have a company that has built a set of solutions for Germany, you might expand to the rest of Europe or globally. Market expansions like this can be equally powerful. It means that the addressable market grows exponentially; adding marketing, contact management and social media to the sync matrix, for example, can open up huge new market opportunities and potential for growth.<\/p>\n It makes the same point, but more specifically, on its competition slide:<\/p>\n [Slide 10] The competition slide reiterates the opportunity. Image Credits<\/strong>: Unito<\/p>\n<\/div>\n This is the type of thing you learn in business school, so it\u2019s great to see it out in the wild. Strategically, the path Unito built makes a lot of sense, and I\u2019m not surprised that this narrative resonated with investors.<\/p>\n In the rest of this teardown, we\u2019ll take a look at three things Unito could have improved or done differently, along with its full pitch deck!<\/p>\n<\/p><\/div>\nSlides in this deck<\/h2>\n
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Three things to love<\/h2>\n
Extraordinary team slide<\/h3>\n
A logical evolution<\/h3>\n
![\"\"](\"https:\/\/techcrunch.com\/wp-content\/uploads\/2023\/07\/Unito-pitch-deck-teardown-slide-0003.jpg\")
<\/p>\nVertical expansion<\/h3>\n
![\"\"](\"https:\/\/techcrunch.com\/wp-content\/uploads\/2023\/07\/Unito-pitch-deck-teardown-slide-0008.jpg\")
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