What Is A Pitch Deck And What Should It Include

What Is A Pitch Deck And What Should It Include


Ambia Hoque


A pitch deck is an invaluable presentation tool used primarily to captivate and persuade potential investors to support a business idea. It’s a concise yet comprehensive visual document that covers the most important aspects of your company, its market potential, and your strategic plan for success.

Carefully crafted, a pitch deck presents your business model, introduces your team, and outlines your financials, providing a clear growth strategy roadmap. It’s not just about what your company does; it’s about telling a story that highlights why your business is unique and investment-worthy.

The right pitch deck can unlock vital funding and set the stage for meaningful conversations with potential investors and partners.

The Purpose of a Pitch Deck

A pitch deck is a tool that goes beyond the briefness of an elevator pitch. It offers a more detailed and polished presentation aimed at engaging potential investors or clients. It serves as a visual narrative that outlines the essence of your business, showcasing its products, services, objectives, and strategic approaches.

The core intention of a pitch deck isn’t to finalise a deal on the spot. Instead, it’s designed to spark interest and open a dialogue with the audience about your business’s potential.

Key Goals of a Pitch Deck

The visual components of a pitch deck are designed to communicate the essence of your business succinctly. They aim to attract investment and client interest. Comprising a series of slides, a pitch deck summarises your business, its aspirations, and its future direction.

The overarching aim is to pique the interest of investors or clients, which encourages them to discuss your business and its prospects further.

The Importance of Storytelling in Pitch Decks

Storytelling within a pitch deck is a powerful method of conveying the challenges that your business aims to address and the solutions it offers. By separating the problem and the solution across different slides, the audience can understand the significance of the product and its raison d’être.

A compelling narrative, supported by data and visual elements, can captivate the audience, making the pitch more memorable. Authenticity is key; showcasing the unique aspects of your business through design elements, videos, and images can bring the story to life, demonstrating the passion and originality behind the venture.

When and Where Pitch Decks Are Used

Pitch decks are versatile tools that can be presented in person or distributed electronically. They are used to reach potential investors and clients. While sending a pitch deck via email allows recipients to peruse it at their leisure, presenting it in person ensures that the audience fully engages with the content, providing an immediate opportunity to address any queries.

Businesses often prepare two versions of their pitch deck: one for email distribution, which allows for independent review, and another tailored for live presentations, fostering direct interaction and discussion.

Woman Presenting A Pitch Deck

Essential Components of a Pitch Deck

Introduction Slide: Who You Are and What You Do

The opening slide of your pitch deck is your chance to make a memorable first impression. It should quickly capture the essence of your company. Address the key questions: who you are, what you offer, where and how you operate, and the reason your company exists.

This key takeaway isn’t just vital for your pitch deck; it also acts as a concise introduction to potential investors. It’s handy in various situations, whether that’s over email or during a quick chat when time is short.

Problem Slide: The Issue Your Business Solves

Once you’ve introduced your company, you must clearly state the problem your business is tackling. This slide should explore the pain points your customers face and underscore the importance of the issue.

Accurately defining the problem is key, as it lays the groundwork for your pitch. Founders often stumble in this area. A powerful method is to tell a short, relatable story about someone who’s faced the problem, creating an emotional link with the investors.

If you’re not tackling a new problem but improving an existing solution, you might present an opportunity slide instead. Either way, your problem slide should be clear, concise, and backed by data that highlights the issue’s significance.

Solution Slide: Your Product or Service

Having outlined the problem, it’s time to unveil your solution. Here, you share what your company has developed or offered to solve the identified problem. Concentrate on the user benefits rather than just the features of your product or service.

You’ll want to explain why your solution is unique, better, and sustainable in the market. To effectively convey this message, consider using mockups, videos, graphics, prototypes, or demos. These can present your solution in a simple and engaging way.

The most effective solution slides are clean and to the point. They often feature a single sentence that captures the solution, supported by icons or bullet points that spotlight the main benefits.

Market Opportunity Slide: Size and Potential Growth

The market opportunity slide aims to show your target market’s size and growth potential. It should offer a detailed analysis, including the number of potential customers, the revenue they could generate, and your strategy for capturing this audience.

This analysis is important in convincing investors that there’s a substantial market for your product or service or that it has significant growth potential. It’s also essential to consider what alternatives customers might turn to if your product didn’t exist, which means looking at current, past, and potential competitors.

Acknowledging the competition is important; claiming to have none can be a warning sign for investors. Instead, highlight what sets you apart and your strategy to outshine the competition. This slide should connect the funding you’re seeking with specific milestones you plan to hit. Lay out your go-to-market strategy and forecast growth in terms of revenue, customers, and users.

Man Presenting A Pitch Deck

Business Model Slide: How You Make Money

This slide is where you detail the mechanisms through which your enterprise will generate revenue. Discuss the primary offerings and identify the specific demographics you’re targeting.

Highlight how you plan to charge for your offerings and the journey toward profitability, including the cost structure and competitive pricing. Present this information using visual aids like flowcharts and pricing charts to ensure clarity and ease of understanding for investors.

Go-to-Market Strategy Slide: How You Will Reach Your Customers

Your plan for market entry and customer acquisition is outlined in this slide. It should articulate the channels through which you will promote and sell your offerings and the customer profiles you intend to attract. Illustrate the tactical steps that will underpin your strategy and potential adjustments to expand your reach.

Reflect on your business’s nature, whether directly to consumers or other businesses and include a timeline for your strategic initiatives. Demonstrating how your offerings fit within the broader company roadmap can help investors grasp your approach to capturing and retaining your market.

Competitive Analysis Slide: Your Competitors and Your Advantage

Here, you demonstrate your awareness of the competitive field and the unique benefits your company offers. Use visual comparisons to benchmark competitors against key performance indicators. This slide should list who you’re up against and emphasise your strategic advantages.

Conducting in-depth research into the market and competitors is essential to create a slide that effectively communicates the demand for your idea and the strengths that set you apart as a promising investment.

Traction and Milestones Slide: Proof of Business Viability

Demonstrating traction is essential to show market validation and operational success. This slide should encompass a range of indicators, from revenue and product development to strategic alliances and proprietary advancements.

Incorporate both measurable indicators like MRR or CAC and qualitative achievements such as partnerships or endorsements. This slide should address the fit of your product in the market, user engagement, and customer satisfaction, painting a picture of growth and future potential that resonates with potential backers.

The Team Behind the Venture

Team Slide: Founders and Key Employees

Introducing the team is a pivotal part of the pitch deck, as it reassures investors of your company’s capability and expertise. For each pivotal member, provide a succinct biography that emphasises their qualifications, pertinent career history, and notable accomplishments. This section should illustrate the direct relevance of each individual’s background to the success of the enterprise.

Ensure that the responsibilities and past successes of each team member are evident, showcasing their industry-specific knowledge. Including professional headshots adds a touch of professionalism to the presentation.

It’s beneficial to mention if the founders share a common history or vision. This demonstrates unity and a shared commitment to the company’s objectives.

Advisors and Partners Slide: External Support

Highlighting the support system of advisors and partners is also essential. These individuals bring a wealth of experience and can provide critical guidance and connections that propel the company forward. Their expertise can be instrumental in overcoming complex challenges and achieving strategic milestones.

In the pitch deck, emphasise the qualifications of your advisors, particularly those with a track record of success in your sector. Include both strategic and technical advisors who can contribute to scaling your company or surmounting technical challenges. The advisory board should be presented as a consultative entity that offers valuable insights to the leadership team.

Demonstrating the company’s progress is a must, as advisors often base their involvement on the company’s performance and potential.

Experience and Expertise Highlight

Your team and advisors’ collective skills and knowledge form a cornerstone of your pitch deck’s narrative. It’s important to underscore the specific competencies that advisors contribute, ensuring they align with the company’s immediate needs. Advisors should not only endorse the company’s concept but also provide guidance on achieving market fit and refining product offerings.

As the company evolves, advisors can impart strategic advice on entering new markets or customer segments. Selecting advisors should be as deliberate as choosing a new team member, considering they often receive equity in exchange for their expertise. Agreements detailing their roles and equity should be established.

While advisors may not be involved in day-to-day operations, their strategic input can be invaluable during pivotal times, such as during recruitment drives or the pursuit of partnerships.

Culture and Vision of the Team

Conveying the team’s culture and vision is subtle yet vital. These intangible elements encapsulate the company’s ethos and long-term aspirations. Illustrating the alignment between the team’s culture and the company’s goals allows investors to envision the company’s trajectory and the motivations propelling it.

This alignment indicates a cohesive team poised to realise the company’s objectives and navigate the dynamic business environment.

Man Presenting Pitch Deck

Financials and Future Outlook

Financial Projections Slide: Revenue, Profit, and Key Metrics

Your pitch deck must have a financial projections slide that forecasts your company’s revenue, profit, and key metrics. This is key for both internal strategic planning and convincing potential investors of your business’s potential. You’ll want to show a clear prediction of cash flow, which is essential to keeping day-to-day operations running smoothly and meeting financial obligations. A sales forecast is usually part of this, breaking down your expected monthly sales by unit and price point for up to 18 months after launch.

You should also include an expense budget detailing your anticipated spending and differentiating between fixed and variable costs. These forecasts together give a complete picture of your projected profitability, including the break-even point—when you’re expected to start earning more revenue than expenses. This information is essential for investors.

Current Financial Health Slide: Capital Raised and Burn Rate

The startup’s current financial health is another vital part of a pitch deck. This slide should give a snapshot of your company’s financial status, including capital already raised and the current burn rate. Showing financial health goes beyond just the bank balance to include past financial milestones, which can help build credibility with investors.

It’s important to present this information simply, honestly, and with foresight, using realistic projections backed by solid data. Charts and infographics can be particularly effective in making complex financial information easily digestible, helping investors quickly understand your company’s financial position.

Future Funding Slide: Next Steps in Funding Requirements

The future funding slide outlines your startup’s upcoming financial needs. It should clearly state the next steps in your funding journey, detailing the amount of capital needed in subsequent rounds and what these funds will be used for. This slide isn’t the place for listing deal terms, which are better-discussed face-to-face, as they will vary for each investor.

Instead, it should focus on your company’s growth story and how additional funds will help it to scale, break into new markets, or improve product offerings. The narrative here is key. It helps investors understand the roadmap ahead and the milestones they aim to achieve with their backing.

Closing Slide: Call to Action and Contact Information

The closing slide of your pitch deck should act as a powerful call to action, urging investors to engage further with your startup. It must provide clear contact information, making it straightforward for interested parties to get in touch. This slide is your final chance within the pitch to make a memorable impact.

It should capture the essence of your presentation and reinforce your startup’s value proposition. It’s also an invitation for a more in-depth conversation, where more detailed discussions about the investment opportunity can take place.

Sealing the Deal with Your Pitch Deck

Crafting a high-impact pitch deck is akin to telling a story where the protagonist – your business – embarks on a quest to solve pressing challenges, backed by a team of heroes – your talented crew – and a well-charted map to treasure – your financial projections.

Remember, your pitch deck is like a key opening doors to future discussions. It’s about capturing attention and sustaining interest, building credibility, and setting the stage for crucial conversations that could turn prospects into partners.

Ensure every slide counts, every fact resonates, and every vision aligns with your audience’s questions and aspirations. No matter the stage of your venture, a persuasive and well-prepared pitch deck is your ally in navigating the complex world of investment and client acquisition. Make it count.


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