This applies to all early stage ventures, but especially for Seed stage: 1) Communication & aptitude of founding team 2) TAM & SAM 3) Competitive Advantage of product/service/business mode. Also the above is assuming the idea itself has been thoroughly vetted for product-market fit. Product-market fit is absolutely critical, but it can be difficult to illustrate without sales.

 

Look at the Sequoia IM for YouTube. You can find it online. Also, I believe Delian from Founders Fund wrote something about crafting good IMs on his website

 
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I work for a VC that invests in companies ranging from seed to series B. The investment memo includes the following:

The Team Cap Table The Business
Product/Service The Market (Size & Competition) Proof of Business Model Growth Strategy Fit with our VC Business Model & Risks IRR & Valuation Calculations

You tend to focus more on the team and market early, and KPIs and financials later on.

 

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