Pitch Deck Teardown: Gaming monetization company Incymo AI’s $850K seed deck

If you’ve ever played free-to-play video games connected your phone, you whitethorn person seen an advert aliases two, including mini-games and different contented pinch adaptable value and relevance.

That’s nan abstraction wherever Incymo operates; it promises to leverage instrumentality learning and different smarts to maximize advertizing revenues for crippled publishers, promising its users a 30% summation successful mean gross per personification (ARPU) from caller users and a 10% summation to paying customers.

In a marketplace of immense numbers, wherever each penny counts and each percent tin person a tremendous effect connected nan crippled companies, those figures caught nan eyes of Incymo’s investors.

We decided to return a person look astatine its platform to spot whether we’d person reached for our checkbooks aliases nan big, reddish “pass” button.

We’re looking for much unsocial transportation decks to tear down, truthful if you want to taxable your own, here’s really you tin do that. 

Slides successful this deck

Incymo AI’s platform has only 12 slides, truthful nan institution needs to make each descent count. Here’s what’s included:

1. Cover slide
2. Problem slide
3. Solution slide
4. Traction slide
5. Customer slide
6. Business exemplary slide
7. Market size slide
8. Market trajectory slide
9. Goals/targets slide
10.  Team slide
11.  “The ask” slide
12.  Road representation slide

Three things to love

There’s a batch to emotion astir Incymo’s descent deck. The creation is fresh, and it includes galore of nan cardinal aspects we’d expect to spot successful a pre-seed deck.

An tremendous market

Nobody is going to reason pinch Incymo that trading for video games is simply a large market, and nan institution gets partial in installments for showing disconnected nan various ways of calculating nan TAM and SOM — successful this case, top-down and bottom-up.

Having said that, nan top-down calculation seems to beryllium “every crippled connected nan Google Play and Apple App store, multiplied by nan $4,000 we would complaint them per month, multiplied by nan number of months successful nan year.” It’s a bold calculation, and I tin spot really nan institution sewage there, but moreover if it were to execute pinch 100% perfection, there’s going to beryllium a immense number of games that can’t aliases won’t beryllium customers.

The $72 cardinal per twelvemonth TAM is hugely naive, bordering connected absurd. On nan 1 hand, it doesn’t really matter: The deciding facet is whether nan institution has a large market, and I work together it astir apt does. Nonetheless, immoderate executive squad that is taking this attack to calculating a TAM is showing its manus arsenic being beautiful unsophisticated.

The bottom-down SOM, however, is besides beautiful unsophisticated. If I’m reference this descent right, nan institution is fundamentally saying, “We person 600 group successful our income pipeline, truthful our obtainable marketplace is to person each of them astatine $4,000 per month.” That besides isn’t realistic for a number of reasons: No institution ever converts each of its leads, and this SOM seems to bespeak that there’s a maximum of 600 customers going into nan apical of nan funnel. A institution that can’t apical up its leads complete clip is doomed to stagnate.

Look, I 100% judge that Incymo is successful a ample marketplace and that it tin astir apt find capable customers to make this worthwhile, but nan descent platform is an opportunity to show your would-be investors that you understand nan financial levers successful your business. These slides look to bespeak nan opposite; not a awesome look.

Traction is king

Loving nan beardown traction header — it’s 1 of nan things that investors attraction astir much than thing else. I wish nan institution showed its traction by metrics different than “number of clients” and “more clients successful nan process” — it would person been much powerful to show gross aliases results, for example.

There’s a immense quality betwixt signing up awesome crippled studios that want to usage your merchandise crossed its full portfolio of games and signing up a skunkworks successful nan aforesaid crippled workplace that’s moving a aviator and signing up an indie developer. On 1 of nan different slides, Incymo mentions that immoderate of nan crippled companies person $20 cardinal yearly trading budgets. Awesome, but it doesn’t link nan dots to opportunity whether it has really signed 1 of those companies.

The different point I find myself stumbling complete connected this descent is nan “15 much successful nan process.” That intends very different things to different companies. Anyone who’s done B2B income knows that a patient income pipeline is nan alpha and omega of a successful income operation. Having personification “in nan process” could mean thing — and without person qualification, it’s dangerously adjacent to being yet different vanity metric.

A somewhat intelligibly defined problem/pain point

There’s small uncertainty that trading for mobile games is cut-throat and supremely competitive. The quality betwixt nan No. 3 and No. 6 slots connected nan app charts is vast, and a batch of these companies are spending eye-watering amounts of money to conflict their measurement to nan top.

I 100% judge it erstwhile nan institution says that it has recovered that its target customers (gaming personification acquisition marketers) are spending a batch of clip iterating connected ads that execute well. A sample size of 20 seems a spot debased for this slide, truthful I’d emotion to person seen immoderate somewhat much broad numbers, but that doesn’t trim nan clarity of nan problem statement. (Though nan grammar leaves a point aliases 2 to beryllium desired.)

So. Those were immoderate of the positive things we recovered astir this transportation deck, and you possibly noted we still added caveats. In conscionable a moment, we’re astir to get a batch saltier and look astatine a fewer things Incymo could person improved aliases done differently, on pinch its afloat transportation deck!

Strap in; it’s going to beryllium rather nan ride.