Investor pack outline
An investor pack outline, worked through for one illustrative business: a made-up subscription fitness app. It covers the financial model, scenarios and metrics an investor expects, and how one model connects them.
This example is for founders assembling the data room and financials behind a raise.
For illustration only: any business or figures shown here are made up, and your own results will differ.
What's inside
- The financial model and assumptions (example: paid installs at $2.10 each, 3% of installs subscribing at $10 a month, and an assumed 30% app-store fee)
- Scenario comparison of base, upside and downside (example: if 2% of installs subscribe instead of 3%, the cost to acquire a subscriber rises from $70 to $105)
- Unit economics: CAC, payback and margin by cohort (example: $2.10 ÷ 3% = $70 to acquire a subscriber, who brings in $7 a month after the fee, so payback takes 10 months)
- Cap table and runway (example: founders 80%, seed investors 15%, option pool 5%; $1.2 million in the bank at $100,000 net burn a month is 12 months of runway)
- Key metrics on one page, each linked to the model (example: a subscriber base of 12,000, $84,000 of net revenue a month, a 10-month payback and 12 months of runway)
Why it holds up
- One model feeds every document (example: the 10-month payback is the same in the deck, the pack and the model)
- Recent actuals shown against the forecast, so an investor can see how close past plans came
- The questions an investor is likely to ask, each answered from the model (example: what happens to payback if install costs rise)
- The round's effect on ownership (example: $2.4 million at a $9.6 million pre-money valuation gives new investors 20%, and the founders' 80% becomes 64%)
Questions founders ask
What is an investor pack?
The financial model, scenarios, unit economics, cap table and metrics an investor reviews, assembled so the numbers are consistent.
How do the documents stay consistent?
Each document should draw its figures from the same model. Startup Suite is built so a change in an assumption flows to the deck and the pack.
How do the example figures fit together?
At $2.10 per install and 3% conversion, a subscriber costs $70 to acquire. Each pays $10 a month, or $7 after the assumed app-store fee, so payback takes 10 months, and a subscriber base of 12,000 brings in $84,000 a month. Every figure is made up for illustration.
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