Building and Presenting a Pitch Deck

What does a Pitch Deck "normally" include?

Here is a suggested set of contents (slides) for a pitch deck with examples and tips.

1. Title Slide
   • Content: Business name, tagline, logo, and presenter(s) name.
   • Tip: Make it visually appealing and professional.
2. Problem
   • Content: A clear, concise description of the problem your business solves.
   • Example: "Small businesses struggle to manage inventory effectively, leading to lost revenue."
   • Tip: Use data or anecdotes to illustrate the pain point.
3. Solution
   • Content: Your innovative solution to the problem.
   • Example: "Our AI-powered inventory management tool predicts shortages before they occur."
   • Tip: Highlight what makes your solution unique.
4. Market Opportunity
   • Content: The size of the market, target audience, and growth potential.
   • Example: "The global inventory management software market is valued at $2B and growing at 10% annually."
   • Tip: Use credible sources for market data.
5. Business Model
   • Content: How your venture will make money.
   • Example: Subscription-based pricing at $50/month per business.
   • Tip: Be specific and realistic.
6. Traction (if applicable)
   • Content: Evidence of progress—customer acquisition, partnerships, or revenue.
   • Example: "500 customers onboarded in the past six months, with $200K in ARR."
   • Tip: Use charts or metrics for clarity.
7. Competition
   • Content: Key competitors and your unique advantage.
   • Example: "Unlike [Competitor A], we use predictive AI, saving businesses 30% more inventory costs."
   • Tip: Focus on differentiation, not just listing competitors.
8. Marketing and Sales Strategy
   • Content: How you’ll acquire and retain customers.
   • Example: "We’ll use targeted digital ads and partnerships with small business associations."
   • Tip: Provide a high-level overview of your go-to-market plan.
9. Team
   • Content: Key team members and their relevant expertise.
   • Example: "Our CTO has 10 years of experience in AI software development."
   • Tip: Highlight credibility and passion.
10. Financial Projections
    • Content: Revenue, costs, and profitability over the next 3–5 years.
    • Example: "We expect $1M in revenue by Year 2 and $5M by Year 5."
    • Tip: Base projections on realistic assumptions.
11. Ask
    • Content: Clearly state your funding needs and how the funds will be used.
    • Example: "We’re seeking $100K to expand our development team and launch marketing campaigns."
    • Tip: Break down the allocation of funds.
12. Closing Slide
    • Content: A strong call to action and contact information.
    • Tip: End with a memorable statement. 

Simple Do's and Don't's 

Here are some simple but critical recommendations as you finalize your pitch deck. 

• Keep it simple and visual: Use visuals like graphs, charts, and images to convey your message. 
• Avoid dense and long text: The audience will not want / may not be able to read long passages of text.
• Resist the temptation to put it all on the slides: Remember the slides work alongside your presentation.
• Build a storyline: Use the slides to build your story and impress, not just share facts and statements.
• Tailor for your audience: Research the panel participants and attempt to focus on aspects they value.

Preparing for Presentation

Here are some simple but critical recommendations as you prepare for your presentation. 

• Practice Delivery: Rehearse multiple times to ensure smooth, confident delivery within the allotted time.
• Anticipate Questions: Prepare answers to common questions about your business model, risks, and growth strategies.
• Tell a Story: Weave a narrative that emotionally connects with the audience.

Suggested Pitch Presentation Progression

Pay attention to the specific guidelines you may have for the incubator or other events where you will present. The following is a general outline for how your pitch presentation may progress. Note the relative time emphasis across the different segments  

1. Introduction (1 minute)
   • Briefly introduce yourself and your venture.
2. Problem and Solution (2-3 minutes)
   • Describe the problem and present your solution effectively.
3. Market and Business Model (3 minutes)
   • Explain the size of the opportunity and how you’ll monetize it.
4. Traction and Competition (2 minutes)
   • Share evidence of success and how you’ll outshine competitors.
5. Financials and Ask (2 minutes)
   • Present your projections and clearly state what you’re asking for.
6. Conclusion and Q&A (4-5 minutes)
   • Summarize your pitch and open the floor for questions. 

Reflecting After the Pitch Presentation

Prime yourself as you start your pitch to listen for cues from your audience. You can also ask your team members (who may not share the stage with you) to watch for these signs throughout your pitch presentation and use these to reflect after the pitch. In most cases, if your pitch involves an "ask" you are likely to hear back from the panel fairly quickly. 

One indication of success may be that they are willing to support your request for funding. If the outcome is otherwise, you will be tempted to ask what happened/where did we fall short? Even if your funding request is approved, you may still want to ask yourselves: where did we do well/how do we improve? This is because the road through funding rounds can be long and involve multiple stages. 

It would be good to give yourself a chance to keep improving your pitch desk and pitch delivery. Here are some specific suggestions: 

• Audience Engagement: Were they nodding, taking notes, or asking insightful questions?
• Quality of Questions: Did the panel ask about scalability, market potential, or risks? These indicate interest
• Feedback: Note both positive comments and constructive criticism.
• Body Language: Observe their reactions during key moments of the presentation.
• Follow-Up Requests: Were you asked for additional details, meetings, or documents? This often signals serious interest.

Pitch Decks Across Funding Stages

The pitch deck evolves based on the stage of funding, focusing on the maturity of the business, the level of validation achieved, and the type of investor audience. This can influence and content and length of your presentation. Here is a way to think about how your pitch decks and pitch presentations will evolve: 

How to be Stand Out during your Pitch Delivery 

Making an effective pitch presentation to investors goes beyond simply having a strong deck and delivering a compelling presentation. It involves a range of strategies and considerations to increase the likelihood of achieving funding outcomes. After all, remember, every team presenting to the audience is likely to have prepared a fantastic pitch deck, and practiced their pitch presentation. So, how do you stand out to the investors in a way that will persuade the to pick your team for investment? Here are the key considerations:

Aim for Investor Alignment

• Research Investors: Understand the investor's portfolio, focus areas, and preferences (e.g., industry, stage of investment, geography).
• Tailor the Pitch: Customize your presentation to align with the investor's priorities and interests.
• Fit with Investment Thesis: Clearly articulate how your venture matches the investor’s goals, such as scalability, market impact, or return on investment.

Engage with Narrative and Storytelling

• Create a Clear Story Arc: Start with a compelling problem, introduce your solution, and end with a vision for the future.
• Engage with an Interesting Narrative: Intrigue the investors with your story and cultivate buy-in towards a goal.
• Relatable Analogies: Use relatable comparisons or metaphors to simplify complex ideas.

Demonstrate your Passion

• Share your Personal Motivation: Share what brought you to the startup and why you are personally invested.
• Show Passion and Vision: Investors are not only funding businesses but also backing entrepreneurs who are passionate and committed.
• Relatable Analogies: Use images and metaphors that communicate your passion and commitment.

Showcase Traction

• Evidence of Progress: Show data, milestones, or user growth that proves your business is gaining traction.
• Early Wins: Highlight partnerships, pilot programs, or key customers.
• Testimonials or Case Studies: If available, include endorsements or use cases to build credibility.

Demonstrate Financial Acumen

• Realistic Projections: Present financials that are ambitious but grounded in reality.
• Unit Economics: Be prepared to explain metrics like customer acquisition cost (CAC), lifetime value (LTV), and gross margins.
• Funding Allocation: Clearly articulate how the funds will be used and the milestones you aim to achieve with the investment.

Establish Team Credibility

• Highlight Expertise: Emphasize the unique skills and experience of your team that position you for success.
• Address Gaps: Show awareness of any weaknesses and a plan to address them, such as hiring key personnel.
• Commitment: Demonstrate the dedication and full-time involvement of the founding team.

Emphasize Market Validation

• Big, Growing Market: Quantify the total addressable market (TAM) and show its growth potential.
• Customer Insights: Share research, surveys, or testimonials that validate the demand for your solution.
• Competitive Advantage: Highlight what makes your product or service defensible and differentiated.

Reassure by Handling Objections Honestly

• Anticipate Questions: Prepare answers to likely investor concerns (e.g., competition, scaling challenges, regulatory risks).
• Be Honest: Admit what you don’t know and outline how you plan to address uncertainties.
• Reassurance: Provide data or examples that mitigate perceived risks.

Build Relationships

• Engage Early: Build a relationship with potential investors before formally pitching.
• Network and Referrals: Warm introductions often carry more weight than cold outreach.
• Follow-Up: Send personalized follow-ups after the pitch to answer questions and keep the conversation going.

Practice Professionalism and Presentation Skills

• Confidence: Show belief in your business and your ability to execute the plan.
• Clarity: Avoid jargon and communicate in a straightforward, engaging manner.
• Time Management: Stick to the allocated time and respect the investor's schedule.

Show your Vision and Scalability

• Big Picture Thinking: Show how your venture can grow significantly and create a meaningful impact.
• Exit Strategy: While not always necessary, investors appreciate knowing how they might realize a return on their investment (e.g., acquisition, IPO).

Establish Momentum and FOMO

• Show Investor Interest: If applicable, mention other investors or funding commitments to create urgency.
• Create a Timeline: Set a clear deadline for funding rounds to push decision-making.

Be Prepared to Show Legal and Operational Readiness

• Be Prepared: Have due diligence documents (e.g., financials, IP agreements, contracts) organized and ready.
• Transparent Ownership: Clearly explain the cap table and any prior funding rounds.
• Regulatory Awareness: Demonstrate knowledge of compliance requirements in your industry.