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Pitch Deck Teardown: Unito’s $20M Series B deck on July 28, 2023 at 6:00 pm

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Unito is a platform that takes a different approach to managing SaaS apps. Today we’ll take a look at how the company’s pitch deck helped it raise $20 million in Series B funding last year.

We’re looking for more unique pitch decks to tear down, so if you want to submit your own, here’s how you can do that

Slides in this deck

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’s narrative structure.

Here’s an overview of the slides:

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Cover slide
Highlights/summary slide
Market context slide
Problem slide
Solution slide
Product slide
How it works slide
Product evolution slide
Growth/traction slide
 Competition/positioning slide
 Team slide
 Summary slide

Three things to love

The slide deck is missing a lot of information that I’d have liked to see, but the information that’s there is extraordinarily clean and simple, without going too deep into the weeds. The slides’ design is simple, clean and easy to read. If you only take away one thing from this teardown, let it be: Simplify your slides!

Extraordinary team slide

At early-stage companies, “founder/market fit” is the name of the game. By the time you grow to a Series B, however, you’re on your path toward growth, and the focus of the senior team shifts toward building, growing and retaining your team. Unito’s team slide tells that story beautifully:

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[Slide 11] A great team slide. Image Credits: Unito

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’s “better workplace toolkit” shows that it practices what it preaches, and that — combined with the company’s growth trajectory — goes a long way.

A logical evolution

[Slide 3] Positioning the company in context. Image Credits: Unito

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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’s 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.

It’s 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 “why now” part of your story.

Vertical expansion

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’s 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:

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[Slide 8] Vertical expansion is powerful. Image Credits: Unito

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.

It makes the same point, but more specifically, on its competition slide:

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[Slide 10] The competition slide reiterates the opportunity. Image Credits: Unito

This is the type of thing you learn in business school, so it’s great to see it out in the wild. Strategically, the path Unito built makes a lot of sense, and I’m not surprised that this narrative resonated with investors.

In the rest of this teardown, we’ll take a look at three things Unito could have improved or done differently, along with its full pitch deck!

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​ Even with some details omitted, we get a great picture of the company’s narrative structure. 

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News

Terror Attacks in New Orleans and Las Vegas Linked

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The start of 2025 has been marred by two horrific terror attacks in the United States, one in New Orleans and another in Las Vegas, both occurring on New Year’s Day. These incidents have left communities reeling and have raised concerns about potential connections between the suspects involved.

In New Orleans, a truck driven by 42-year-old Shamsud-Din Jabbar plowed into a crowd celebrating on Bourbon Street, resulting in at least 15 deaths and over 30 injuries. Eyewitnesses reported that Jabbar, a U.S. Army veteran from Texas, deliberately targeted pedestrians while flying an ISIS flag from his vehicle. Following the attack, he exited the truck armed with an assault rifle and opened fire on police officers before being killed in the ensuing confrontation. Authorities discovered improvised explosive devices (IEDs) within his vehicle and in the vicinity of the attack site, further confirming the premeditated nature of this act of terrorism.

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Simultaneously, a separate incident unfolded in Las Vegas when a Tesla Cybertruck exploded outside the Trump International Hotel. The driver, identified as Matthew Livelsberger, also had a military background and was reported to have detonated the vehicle packed with firework mortars and fuel, resulting in his death and injuring seven others. Investigators are exploring whether Livelsberger and Jabbar had any prior connection, as both men served at the same military base at different times.

While the FBI has confirmed that they are investigating both attacks as acts of terrorism, they have not established a definitive link between the two incidents. However, similarities in their execution—both suspects rented vehicles from the same company—have prompted further scrutiny into their backgrounds and any potential accomplices.

As investigations continue, authorities are urging anyone with information about either suspect to come forward. The tragic events have sparked discussions about security measures in public spaces, particularly as cities prepare for large gatherings in the coming months.

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Politics

Donald Trump Named TIME’s 2024 Person of the Year

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Donald Trump has been selected as TIME magazine’s Person of the Year for 2024, marking his second time receiving this distinction. The former president, who won a historic comeback victory in the 2024 election, was chosen for his significant impact on global affairs and American politics.

TIME editor-in-chief Sam Jacobs explained the decision, citing Trump’s “comeback of historic proportions,” his role in driving “a once-in-a-generation political realignment,” and his reshaping of both the American presidency and the country’s global role. This recognition comes after Trump’s unprecedented achievement of reclaiming the White House after losing reelection four years earlier.

The selection process involved an extensive interview with Trump at Mar-a-Lago in November, covering a wide range of topics including the economy, foreign policy, and his plans for a second term. Notably, TIME took the unprecedented step of publishing a comprehensive fact-check alongside the interview transcript, examining 15 distinct assertions made by Trump.

Trump’s relationship with TIME has been tumultuous over the years. While he expressed honor at receiving the title in 2016, he has also criticized the magazine’s selections and even claimed he refused a potential Person of the Year offer in 2017. Despite this, Trump participated in the process this year, granting TIME access for an in-depth interview.

To commemorate the announcement, Trump rang the opening bell at the New York Stock Exchange (NYSE). This event marked a significant moment in Trump’s career, as it was his first time participating in this Wall Street tradition.

Trump’s selection as Person of the Year reflects his continued influence on American politics and his ability to reshape the political landscape. As the country prepares for his return to the White House, all eyes will be on how Trump’s second term might further impact both domestic and international affairs.

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Film Industry

Jay-Z Denies Allegations Amid Lawsuit

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Jay-Z, the renowned rapper and music mogul, faces serious allegations in a recently amended civil lawsuit. According to ABC News and NBC News, the suit accuses him and Sean “Diddy” Combs of raping a 13-year-old girl at an MTV Video Music Awards after-party in 2000.

The lawsuit, initially filed in October 2024, was updated on Sunday to include Jay-Z as a defendant alongside Combs. The plaintiff, identified only as “Jane Doe,” claims she was assaulted after being driven to the party following the awards show.

Jay-Z, whose real name is Shawn Carter, vehemently denies the allegations. He released a statement on X calling the lawsuit a “blackmail attempt” and questioning why it was filed as a civil case rather than a criminal one. The rapper expressed concern about the impact on his family, stating he and his wife Beyoncé would need to discuss the situation with their children.

Combs, who is currently in federal custody on separate charges, has also denied the accusations through his attorneys. The lawsuit alleges that an unidentified female celebrity was present during the incident but did not intervene.

The case has garnered significant media attention, with both artists’ reputations at stake. As the legal process unfolds, the music industry and public await further developments in this high-profile case.

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