Standard of ICO presentations

Presentation is a quick way to help investors understand the uniqueness and usefulness of your project.

This standard will help you prepare an ICO presentation and increase chances of getting funding.

Authors of the standard are investors, marketing professionals, lawyers and founders of blockchain projects.

Download template Size of template (pptx): 0.3 mb

Why do I need a presentation?

Clear goal
Fair presentation of a team
Зачем нужна презентация?

Presentation is the fastest way to help investors get specifics of your project and multiply your chances of getting financing.

Wrong goal

Right goal

To tell in detail about your project and its idea. To convince a rational person to exchange his/her capital for your token.
To answer the key questions of the project. To agree on a personal meeting with investor.
To record a video presentation of the project. To prove that the team will cope with the task in hand.

Your presentation should convince investors that your project has a significant potential for growth in price of tokens and a minimal risk of failure.

Presentation cannot be only informative.

About us

We are a group of blockchain experts: investors, lawyers, marketing professionals, analysts involved in the development of blockchain projects.

Our group is open and we invite all professionals to take part in discussion and editing.

Sergey Sichkar Sergey Sichkar Founder of sergey-sichkar

Niсk Evdokimov Niсk Evdokimov Co-founder nick-evdokimov


Project title
Visual image
The cover

The first slide is a cover. The most important information should be presented in the beginning: project title, its properties, persons who support it and the amount of money already raised by the project.

Your cover should consist of three parts:

  1. Project title
    Graphic or written logo.
  2. Visual image
    Picture, image, screenshot and everything that will help convey the key idea of your project and draw attention to yourself.
  3. Slogan
    Slogan is the answer to the question: What are you doing? A good slogan corresponds to the formula: problem + solution = money.



EOS is a killer of Ethereum. EOS is the most powerful infrastructure for decentralized applications.
SpaceX - we are a hybrid of NASA and Toyota. SpaceX reduces the value of launching into space by more than 90%.
Icopitch - twitch, only for blockchain community. Icopitch is the best way to monetize the attention for blockchain projects and bloggers.
Good cover attracts attention and makes it clear that the product is interesting

ICO Summary

Volume of collection
Date of ICO opening and closing
Price of token and volume of issue
Bonuses for purchase
ICO Executive Summary

ICO Summary is a brief description of the offer to sell tokens.

Specify the following parameters:

  • Hard Cap and Soft Cap Campaigns.
  • Number of tokens for sale.
  • Key token properties for owners.
  • Platform for release.
  • Base price.
  • Model of the token distribution .
  • Dates of ICO opening and closing.


Target audience
Brief description of a problem

A clear problem creates an additional motivation for investors to study the project in detail.

Mission of the project is to help target customers solve the acute problem more easily, quickly, effectively.

Use simple terms that will be understandable for any persons, to answer the two questions: Who is your target audience? What acute problems does it have?



The process of digitizing our lives is already irreversible. 3.9 billion people still don’t use the Internet.
65% of players make purchases in games. High commission for purchase and sale of things are in games.
More than 100 ICO is conducted monthly in the world. Investors don’t have time to study in detail the ICO projects.


Graphic or screenshot
Brief explanation

Your task is to prove why these problems exist.

Investors will not understand the criticality of problem for the target audience without arguments.

What can serve as arguments:

  • Market research data.
  • Real reviews and customer surveys.
  • Competitors who are trying to solve the problem.
  • Opinion of key industry experts.
  • Growth in the number of prototype users.

It is better not to use untested sources and a small sample for analysis:



According to our opinion ... According to research [screenshot] ...
We interviewed 20 users and came to the conclusion ... As a result of the survey of 500 users ...
[painted infographics] [screenshot of traffic statistics]


What are you developing?
Brief description of solutions

Describe how you are going to solve customer problems and answer the questions: What are you developing: platform, application, device? What will target audience gain by that?

General rule:

Show that the product solves the stated problems of target audience


Work of product in three stages
Brief description

Present work of your solution in 3-5 steps. Demonstration of the product is the best proof: MPV picture, screenshot of interface, patents.



A user enters the site, leaves a request, contacts the hotel, receives a notification and passes the registration. Find a city → choose a hotel → sign up.

Blockchain in project

Brief description of solutions
What problems does Blockchain solve?
Blockchain in the project

It’s important for investors that the blockchain technology can help solve tasks and problems of customers.

You should answer the question: What tasks can the blockchain solve?



Blockchain will help you make a decentralized platform to broadcast video. Blockchain is the core technology of the platform that helps automate payments for content, protect content from piracy and exclude content blocking.


What tasks does the token solve?
Diagram of the token
Value offer

Describe what tasks the token solves and schematically introduce the process of its interactions with Token Holdings.

Indicate the sources of demand and the scheme of rewards for token holders and users.



The company's revenue is equally distributed among the token holders. The token is the internal currency of the system. The token holder doesn’t receive any dividends; the company's revenue is distributed; the share in the company is not assigned.
Issue only Utility Token, if you plan to work in the US market


Available market volume
World market volume
Achievable market volume 
for three years

Market is the amount of revenue from all customers who are willing to pay for use of your product.

It is important for investor to understand the volume and growth rates of the target market for evaluating the deficit and demand for tokens.

Two main approaches for evaluation of market volume are the following:

  1. Top-down
    The target market volume is calculated from the general industry indicators in three stages:
    • Total Addressable Market (TAM) - all customers who can use your product.
    • Serviceable Available Market (SAM) - the share of TAM market customers, who are ready to buy your product.
    • Serviceable Obtainable Market (SOM)- the share of the TAM market, which you plan to cover in the next 3 years.
  2. Down-top
    The target market volume is calculated as a product of product price by total number of potential buyers. If there are several sources of revenue in the project, then they should be summed up.
The bigger is market, the higher is demand for the token and its deficit


Logo of the project
Evaluation criteria

Investors want to minimize market and product risks of the project, so you need to answer, at least, the two questions:

  1. Who are your competitors?
  2. Why is your product better?
If there are no competitors, then there is no market or the market volume is very small

Your project can have direct and indirect competitors.

For example: Waves Platform competes directly with Ethereum, BitShares and other blockchain platforms for releasing tokens, and indirectly - with venture funds, business angels, crowdfunding platforms.


Roles in the team

It’s important for investors to know that the project team has experience and competence in similar projects, technologies or markets.

Tell audience about founders of the project, key employees, advisors.



{icon} and {position} / Leo Erdel Co-founder {picture}, {position} and {description of experience}
Many years’ experience in IT industry. 9 years of total experience in IT, Project Manager in {company name}.
Trader. Creator of successful start-ups. Education: Moscow State Institute of International Relations with a degree in Economics MBA. Founder of {company name} with annual revenue in amount of {xxx xxx}.

Growth strategy

Key areas
Key stages
Growth strategy

Distribution is the implementation of an action plan aimed at increasing the demand for the token.

Indicate steps by means of which you plan to organize the process of attracting and retaining Token Holders.



Budget for contextual advertising is $ 1,000. Customer Acquisition Cost (CAC) through contextual advertising constitutes $ 50.
We forecast monthly growth of the customer base at the level of 3%. The projected revenue for 1 customer will reach $ 1,500 (LTV) for all the time of using our service.
Main sales channel includes conferences and active PR campaign. The monthly budget for participation in 6 conferences is $ 2000, for publication of 10 articles –is $ 10,000.

Road map

Stages of work
Key goals
for each phase
Road map

Roadmap is an action plan that describes the key stages of the project's development for the near future, maximum for 3 years.

You should answer the question at each stage: Why do you need this stage?



Q2 2019 Release of mobile applications. Q2 2019 Release of mobile applications to increase user loyalty.
Q1 2018 Running a reward system. Q2 2018 Running a reward system to attract new users to the community.
Q3 2018 Development of a fully decentralized platform for broadcasting. Q3 2018 Development of a fully decentralized platform for broadcasting, signal encryption and protection from piracy.
Don’t plan beyond 3 years


Hard cap
Tokens distribution
Main expenditure items

Indicate volume of investments that you are planning to attract for ICO and period of its conducting and scheme of tokens distribution.

If you do not have a working prototype of the product, you should place all funds received during the ICO on the Escrow account in order to avoid problems with SEC.



Date of ICO: September, 01 – September, 15. Hard cap – no. Date of ICO: September, 01 – September, 15. Hard cap - 5M $.
Funds will be kept in wallets. All funds will be placed on a secure Escrow account before launching the product.
40% of tokens is the team reward. 12% of tokens is for the team, 10% of tokens is a reserved fund.
All funds from the ICO should be located on an Escrow account


Your picture and contacts
If you are [action], then [benefit]

You need to convince investor to make a target action and transfer him/her to the next stage of making decisions about investing in the project.

Answer the two questions: What should an investor do? Why should he/she do this?



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