I recently went back over the pitch decks of two e-commerce companies from 2013. Fast forward 4 years and one of the companies is doing well while the other has closed shop.

What’s interesting is that the 2013 pitch decks of the two companies are very similar. Among other similar strategies, both companies planned a combination of content building to inform their customers with the goal of driving purchases, the introduction of private label products to increase product margins, offline community building to strengthen their brand, and the development of mobile apps to serve their customers through the medium of their choice.

In other words, both companies knew what to do. One company simply did it well while the other didn’t. In other words, execution was the difference.

So to pick the right company in 2013, looking over their pitch decks wasn’t enough. You had to develop an informed view on the execution capabilities of both teams.

Also published on Medium.